# CMO Alliance > The CMO Alliance is a global gathering of marketing leaders, with exclusive resources, high-impact events, and invaluable connections to accelerate your success. Public Ghost content for AI and LLM tooling. This file includes a bounded export of public pages first, then recent public posts. Append `.md` to any post or page URL to get the content in Markdown (for example, `/example-post.md`). ## Pages ### The CMO Alliance team URL: https://www.cmoalliance.com/the-team/ Last updated: 2024-10-09T15:37:53.000Z Meet CMO Alliance’s team. Lovely to meet you! Each one of us has a pivotal role in making sure you feel like the valued community member that you are. Interested in getting to know us more? Feel free to add us on LinkedIn with the links below. Richard King | Founder & CEO | [LinkedIn](https://www.linkedin.com/in/richardking001/?ref=productmarketingalliance.com) Bryony Pearce | CMO | [LinkedIn](https://www.linkedin.com/in/bryonypearce/?ref=productmarketingalliance.com) Rose Johnstone | Community & Event Director | [LinkedIn](https://www.linkedin.com/in/rosejohnstone/?ref=productmarketingalliance.com) Rebecca Boucher | Director of Community & Events Marketing | [LinkedIn](https://www.linkedin.com/in/rebeccaboucher500/) Emma Buitendag | Community Manager | [LinkedIn](https://www.linkedin.com/in/emma-buitendag-480525b8/?ref=productmarketingalliance.com) Juta Yang | Commercial Director | [LinkedIn](https://www.linkedin.com/in/jutayang%E6%9D%A8%E6%99%93%E7%90%B47353a063/) Elena Simou | Global Events Producer | [LinkedIn](https://www.linkedin.com/in/elenasimou/) Sarah Perry | Events Marketing Executive | [LinkedIn](https://www.linkedin.com/in/sarah-perry-801496284/?ref=productmarketingalliance.com) Anthony Witherspoon | Copywriter & Content Lead | [LinkedIn](https://www.linkedin.com/in/anthony-witherspoon-342835238/) Any questions? Contact any of us at any time. See you around! ### Contact URL: https://www.cmoalliance.com/contact/ Last updated: 2024-09-04T08:38:17.000Z Whether it’s feedback, content ideas, or even just to say hi, we want to hear from you! If you’re ready to get the conversation started, you’ll find all the contact info you need below: **Sponsor or partner opportunities:** [partner@cmoalliance.io](mailto:partner@cmoalliance.io) **Press enquiries:** [press@cmoalliance.io](mailto:press@cmoalliance.io) **Individual contributions:** [contribute@cmoalliance.io](mailto:contribute@cmoalliance.io) **Becoming an ambassador:** [emma.b@pmmalliance.com](mailto:emma.b@pmmalliance.com) **Anything and everything else:** [hello@cmoalliance.io](mailto:hello@cmoalliance.io) ### Create & contribute URL: https://www.cmoalliance.com/create-contribute/ Last updated: 2026-01-26T14:10:55.000Z Just like our members, we’re always eager to learn new things. So with this in mind, we’re happy to offer a platform for you to share your insights into the role of the modern CMO, some top tips on how marketing strategy, management skills or just about anything else you think might be useful to the community. There are a few ways to get involved, which we'll detail below. #### Write an article Our community of thousands of international CMOs and marketing leaders. If you want to raise your profile as a marketing leader or start a conversation on a topic that you know needs to be covered, the CMO Alliance site and Community is the perfect place for your insights. If you got important things marketing leaders need to know about, we want to hear about them. Ready to rock and roll? Here’s how to get started. ****Step 1: Decide what topic you want to cover and let us know about it** Before you get started, it would be great if you could check in with us to make sure the topic is relevant and right for the CMO Alliance Community. We're well aware that there are A LOT of topics that are relevant to CMOs, so we're quite flexible. Once you've decided on a topic, get in touch with [content@cmoalliance.com](mailto:content@cmoalliance.com), and our brilliant content executive, Amelia, will get back to you. ****Step 2: follow the rules** While we’re pretty laid back about the range of content, we do have some guidelines you’ll need to follow to get onto the site. - Articles need to be no less than 1000 words - Any images provided must be royalty-free - We’ll need a picture of the author and a short bio (250 characters max) Also, while we always appreciate a good hustle, we’d prefer you didn’t use the article to promote your own (or business’) products and services. For that, check out our [sponsorship opportunities instead](https://www.cmoalliance.com/partner-with-us/). Our editors reserve the right to rewrite and cut copy, change the title of your article, or modify the piece as necessary. We do accept articles that have been previously published elsewhere; however, there will be a three-week waiting period for a live date if the article sent is newly published. Articles that are not exclusive to CMO Alliance will include a canonical link back to the original post. Likewise, we request that contributed articles remain exclusive to CMO Alliance for three weeks from publication, after which time they can be republished, with a canonical link back to our site. ****Step 3: Submit your work** Include the link/attachment to your article, if it's already written, along with your profile pic and bio (no more than 200 characters) for your author tag. ****Step 4: We'll take it from there** If we decide your article is right for us, we will enter it through our editorial policy ****Yawn, time for the boring bits…** ****Image** ****policy** We include images with every post. Stock photography will be chosen by our team and will be posted with your entry unless you have a particular image you wish to use. By including any photos, screenshots, or images, you consent to allow CMO Alliance to post this image with proper credit to you and/or the creator. ****Link policy** Links in your post should be relevant to the story you’re telling and provide context to your audience. When referring to another article or piece of research, please use proper citations or links to the source material. We reserve the right to remove links from the article if we believe they have been included purely for the purpose of building backlinks. ****Syndication policy** We reserve the right to use any and all contributed content, with credit to any authors, in its entirety or in portions for promotional purposes, including in social media, other blogs, or newsletters. CMO Alliance may choose to cross-post to Medium, LinkedIn, other blogging services, or our affiliated communities. #### Speak at one of our events We hold regular events, both in-person and virtual, where we cover the latest trends and challenges facing marketing leaders. Both offer you the perfect platform to share your insights and expertise with a dedicated audience of marketing leaders. Want to help shape the future of marketing? Looking to raise your professional profile as a thought leader? Or maybe you just want to meet some really cool marketers. Speaking at our events offers all these opportunities and more. Find out more about becoming a speaker at our events [here](https://www.cmoalliance.com/speaking-opportunities-with-the-cmo-alliance/). #### Be a guest on our podcasts CMO Convo is one of the world's leading podcasts aimed specifically at CMOs, with a global audience spanning at least 28 different countries. On the show, we cover everything related to modern CMOs: from hyper-technical deep dives into AI applications in marketing to fun chats about marketing mishaps or discussions around ethical marketing leadership. With a new expert guest appearing on the show every week, our fantastic host Will is always keen to speak with people eager to be on the show. If you've got something to say, know someone who would be perfect for the show, or even just have questions, get in touch with us at: [content@cmoalliance.com](mailto:content@cmoalliance.com) ****Podcast distribution** We will actively promote your episode on our social media, the site, and our community. Selected episodes may also be chosen to feature in our monthly newsletters. Our podcasts are currently hosted on Spotify, Google Podcasts, and Apple Podcasts (including partner platforms). ****Syndication policy** We reserve the right to use any and all published content, with credit to any guests, in its entirety or in portions for promotional purposes, including in social media, blogs, or newsletters. CMO Alliance may choose to cross-post to Medium, LinkedIn, other blogging services, or our affiliated communities. #### Be an AMA host If you're an expert on anything related to being a CMO, it's likely our community have questions you can answer. By hosting an AMA (Ask Me Anything), you'll have the opportunity to really show your expertise and authority as a thought leader in your field. Interested in getting involved? Contact our Community Manager on [community@cmoalliance.com](mailto:community@cmoalliance.com) #### Organize a CMO Alliance meetup Our community extends all around the world, but we can't be everywhere (yet)! If you're in a location that we haven't been able to reach with our in-person events just yet, and you're keen to meet other members from the community in your area, we can help you organize regular meetups. If you want to find out more, contact our Community Manager on [community@cmoalliance.com](mailto:community@cmoalliance.com) #### Partnering and sponsorship opportunities If you want to get your products and services in front of a dedicated global community of the top decision-makers in marketing departments, our [partnership opportunities](https://www.cmoalliance.com/partner-with-us/) are the perfect choice. Options include: - Sponsoring our events, including in-person, virtual, or our regular webinars. - Sponsoring our existing content, like our blogs, upcoming reports, or podcasts. - Get bespoke content created by our experts, including reports, playbooks, articles, and more. There are other options available, so contact our Sponsorships Manager, [Jack](https://meetings-eu1.hubspot.com/jack-grant), to find out more. #### Take our courses for a test ride Be a course beta tester. Our expert-led courses aren't created in isolation, which is why we need your help. We seek support from real customer success professionals to ensure that our training programs deliver everything a participant needs to take the next step in their career. Interested to know what you'll get in return for being a beta tester? First and free access to accredited courses - for life. What do we need from you first, though? Candid, thorough, and timely feedback. To join our CMOA beta tester program, or to learn about other ways to work with us, please email the [team](mailto:courses@chiefmarketingofficeralliance.com). ## Why us? We pride ourselves on providing content for CMOs that's driven by expert insights, and by becoming a contributor to the CMO Alliance, you'll get to join those storied ranks. Any contributions you make will be promoted across our global network of tens of thousands of CMOs and marketing leaders via our Community Slack Channel, our social media networks, and our regular email newsletters. If you want to help shape the face of marketing leadership, this is the place to be. ### Partner with us URL: https://www.cmoalliance.com/partner-with-us/ Last updated: 2025-05-14T09:27:12.000Z Got a product that’s a game-changer for CMOs? Are your services top-notch? Check out your options below for getting them coverage with us. ## Why partner with CMO Alliance? The CMO Alliance is dedicated to elevating and enhancing the role of CMOs around the world, and by partnering with us, your products or services will be placed directly in the sights of a community driving that conversation. You’ll gain direct access to: - A dedicated community of motivated CMOs. - Exposure to a broad range of job roles, from the current C-Suite to future budget holders. - Networking at one of our virtual events. - Expanding your network globally, North America, Europe, LATAM, MENA, APAC—we’ve got it all covered. **How can we help?** Whether you’re targeting MNCs or emerging start-ups, in-house or agency, or looking to develop new clients, we have a range of solutions depending on who you’re looking to meet. ### 🤝In-person conference series Bringing together hundreds of CMOs in a business, conference-style environment, these are the ultimate opportunity to meet your prospects face-to-face, and have in-depth discussions over a cup of coffee or lunch. ### 🖥 Webinars We’ve got you covered: we’ll guarantee that a certain number of marketing leaders will sign up for your webinar. ### 🎟 Virtual summits Networking without the travel, it’s the new normal, right? Get access to a global audience of dedicated CMOs to promote your brand, highlight your product/services and increase your thought leadership status. All through a virtual summit, so no plane, train, automobile, bicycle, horse drawn cart, epic hike (etc.) required! ### 🔦 Content spotlight Want to showcase your solution, product, or thought-leadership? Our Content spotlight can help increase your exposure. Provide us with your article and we’ll get it published for the eyes of your target audience and more. ### 📝 White paper syndication Similar to our webinars, we don't leave anything to chance: we’ll guarantee that a certain number of marketing leaders will download your content. ### **Time to get involved** You can start by downloading our CMO Alliance media pack to explore the opportunities available to you. Got any questions? Get in touch: [j.grant@pmmalliance.com](mailto:j.grant@pmmalliance.com) or [book in some time to chat](https://calendly.com/juta-2/30min)! ### About us URL: https://www.cmoalliance.com/about/ Last updated: 2024-09-04T08:36:21.000Z The CMO Alliance is a collective of passionate Chief Marketing Officers all over the world. We launched in January 2021 and now we’re on a mission to support CMOs to do great things. Why? Because CMOs are integral to the success of organizations large and small. They’re at the centre of strategy, execution, and growth. And now they’re the heart of our community. We want to provide a haven for our fellow CMOs to connect *with* each other, learn *from* each other, and be a catalyst for each other’s success. Together, we can achieve great**er** things. So, whether you’re an experienced CMO, new to the role, or looking to make that leap into the C-suite, we’re here to join your journey. ### What we do\* Our community is open to CMOs and aspiring CMOs from every industry and background from anywhere on the planet (and in the future, maybe beyond that too!), offering the opportunity to connect, collaborate, and communicate new ways of innovating and enhancing the role of CMOs and the field of marketing as a whole. If you've got questions, we'll help you find the answers. If you've got answers, we'll put you in front of the right audience. - Our in-house experts regularly update our blog with great insights and guides, along with community contributions from leading CMOs from around the world (if you want to contribute something, find out how [here](https://www.cmoalliance.com/create-contribute/)). - We'll bring you in-depth reports containing the insights, stats, and advice you need to excel in your CMO role, from the latest on management practices to important market research. - Our events (digital and hopefully someday soon in-person!) offer a platform for CMOs from the US to Australia, Brazil to Bulgaria, Chile to China, (and many other alliterating regions of the world) to facilitate knowledge-sharing and real human-to-human networking opportunities. - Our soon-to-be certification suite will arm you with all the tried and tested techniques and leadership methods that CMOs at some of the world’s biggest brands are already using and bagging results with. *\*We’re still pretty new and the team very much appreciate their sleep, so this list is a blend of what already exists and what’s on our roadmap.* ## We’re proudly part of The Alliance umbrella. [The Alliance](https://allianceled.io/) is the world’s most forward-thinking professional development platform for high-growth organizations and individuals worldwide. Through market-leading accredited courses, unrivaled membership plans, industry-shaping reports, thriving communities, and first-class events, it’s redefining the way companies access education and scale. Other brands part of The Alliance ecosystem include: Product Marketing Alliance, Sales Enablement Collective, Product-Led Alliance, SaaS Alliance, AI Accelerator Institute, Customer Success Collective, CMO Alliance, Revenue Marketing Alliance, and more. [![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2024/09/Logo.png)](https://www.thealliance.io/) ### sales URL: https://www.cmoalliance.com/sales/ Last updated: 2025-02-10T15:25:28.000Z _No content available._ ### Join the CMO Alliance community URL: https://www.cmoalliance.com/join-the-community/ Last updated: 2024-08-27T08:40:59.000Z Ready to connect with CMOs and top-level marketing executives all over the world? Join our community for an exclusive space for CMOs to network, share experiences and insights, and seek advice directly from other CMOs. ## Why join? Why wouldn’t you want access to a community giving you direct connections with the best and brightest CMOs in the world? There’s benefits for everyone, whether you’re a veteran, just starting out, anything in between, or even looking to make the jump to the c-suite. - We’ve got spaces to share your burning (and not so pressing) questions about anything related to the roles of modern CMOs. From start-ups to leadership advice, growth to branding, and plenty more. - Done something really cool you want all your peers to know about? There’s room for that here! - Get updates on the latest and greatest from CMO Alliance, including the newest content, news, and info about upcoming events. - When you get right down to it, it’s a fun, relaxed space for passionate top level marketers to connect and chat! ![Screengrab of the CMO Alliance Community in action](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2022/04/Screenshot-2022-04-28-at-17.33.43.png) ## Sound good? Here’s how to join Just fill in the form at the top of the page! Once you’re in, feel free to make a quick intro on the **04-introductions** channel. You’re then free to explore, ask questions and contribute as much as you want. ## FAQs **Is there a fee to join?** Nope, all these benefits are completely free and they always will be. **Can I promote my company’s products and services?** We’d rather you didn’t! This is a space for top-level marketers to share knowledge and learn from each other. If it’s absolutely relevant and you’re not running a sales pitch, we can make allowances, but you must be open about your connection. **Can I invite other people?** If they’re a top-level marketer, then heck yeah! The more the merrier. ### Subscribe to CMO Insider URL: https://www.cmoalliance.com/subscribe-to-cmo-insider/ Last updated: 2025-03-11T09:25:56.000Z ### Become a CMO Insider. Sign up to our newsletter. Get CMO Insider directly to your inbox every month for all the latest talking points on on the role of CMOs - as well as a sneak-peek of what's to come. ### What’s in it **Articles & interviews:** Get important insights on modern CMOs with top picks from the CMOA blog. **Podcasts:** Listen to some of the most innovative CMOs in the world discuss their experiences and insider tips. **Events:** Upcoming opportunities to immerse yourself in in-depth presentations. **Get involved:** Have your say in our current surveys & pose your questions to innovative CMOs. ### Sounds good! Now what? If you’re ready to receive the latest and greatest on the roles of modern CMOs, sign up today! 👆 ### IMAGES TO HOST URL: https://www.cmoalliance.com/images-to-host/ Last updated: 2023-07-14T16:15:17.000Z ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2022/09/CMO_Summit_NOV22_Assets_6-min.jpg) ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2021/03/CMO-Alliance-Community-ad.png) [ ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2021/03/CMO-Alliance-Community-ad.png) ](https://www.cmoalliance.com/join-the-community/) ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2021/03/CMO-Insight-ad.png) [ ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1000/2021/03/CMO-Insight-ad.png) ](https://www.cmoalliance.com/subscribe-to-cmo-insider/) ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2022/08/CMO_Leaders_Fellowship_CTA_Banners_.png) [ ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1000/2022/08/CMO_Leaders_Fellowship_CTA_Banners_.png) ](https://certified.cmoalliance.com/p/chief-marketing-officer-fellowship/) ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2022/08/CMO_Leaders_Fellowship_CTA_Banners_2.png) [ ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1000/2022/08/CMO_Leaders_Fellowship_CTA_Banners_2.png) ](https://certified.cmoalliance.com/p/chief-marketing-officer-fellowship/) ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2022/08/ITAaMQT4.jpeg) [ ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1000/2022/08/ITAaMQT4.jpeg) ](https://events.cmoalliance.com/location/sanfrancisco) ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2022/09/CMO_Data-driven_CMO_2022_CTA_Banner_Ad_.jpg) [ ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1000/2022/09/CMO_Data-driven_CMO_2022_CTA_Banner_Ad_.jpg) ](https://www.cmoalliance.com/data-driven-cmo-report-2022/) ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2022/10/mzpaenem.jpg) [ ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1000/2022/10/mzpaenem.jpg) ](https://cmosummit2022.cmoalliance.io/) ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2022/10/CMO_Leaders_Fellowship_CTA_Banners_.png) [ ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1000/2022/10/CMO_Leaders_Fellowship_CTA_Banners_.png) ](https://certified.cmoalliance.com/p/chief-marketing-officer-fellowship/?%5Fgl=1%2Atpso8g%2A%5Fga%2AMTU2OTUzNzA1OS4xNjU2NjY1NzI4%2A%5Fga%5FFPDG6YCT5K%2AMTY2NjA4NTkyMS4yNDcuMC4xNjY2MDg1OTIzLjAuMC4w) ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2022/10/CMO_Leaders_Fellowship_CTA_Banners_2.png) ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2023/01/CMO_Accelerator_Program_Web_Assets_3.png) [ ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1000/2023/01/CMO_Accelerator_Program_Web_Assets_3.png) ](https://certified.cmoalliance.io/p/cmo-accelerator-program) ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2023/04/CMO_Periodic_Table_v2--1-.jpg) [ ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1000/2023/04/CMO_Periodic_Table_v2--1-.jpg) ](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1000/2023/04/CMO%5FPeriodic%5FTable%5Fv2--1-.jpg) ### CMO Convo URL: https://www.cmoalliance.com/cmo-convo-podcast/ Last updated: 2025-05-14T06:32:27.000Z _No content available._ ### CMO Summit | May 2021 | On Demand URL: https://www.cmoalliance.com/cmo-summit-ondemand/ Last updated: 2022-05-12T10:00:44.000Z _No content available._ ### images URL: https://www.cmoalliance.com/images/ Last updated: 2025-03-19T16:14:09.000Z hosted images ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2021/06/cmo_logo_shapes01-1.png) ### Editorial calendar URL: https://www.cmoalliance.com/editorial-calendar/ Last updated: 2024-01-03T13:29:34.000Z Want to get your insights into marketing and leadership in front of a dedicated audience of top-level marketers? The CMO Alliance is the ideal platform for you. Take a look at our editorial calendar below to see what topics we're going to be covering over the next few months. We will accept submissions covering other subjects (so long as they're relevant to marketing and the role of CMOs), but we will have to work them around the editorial themes. **Interested in contributing? Contact** [**contribute@cmoalliance.io**](mailto:contribute@cmoalliance.io) **with your ideas!** ![CMO Alliance Editorial calendar 2022-23](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2024/01/CMO_Editorial_Calendar_2024_v1.jpg) [Download a copy of the editorial calendar](https://product-marketing.docsend.com/view/kkfd9iiphuwpjq3p) [**Find out more on our content contribution process and guidelines here.**](https://www.cmoalliance.com/create-contribute/) ### The Growth CMO Report 2024 URL: https://www.cmoalliance.com/the-growth-cmo-report/ Last updated: 2024-07-19T14:11:34.000Z Are you ready for the biggest, most extensive, comprehensive report on CMO goals we’ve ever produced? Back for its third edition, The Growth CMO Report is our flagship report where we take a look at everything that impacts CMOs’ abilities to beat their growth and revenue goals. 2024 is presenting many challenges for CMOs, from macroeconomic factors to shrinking budgets, which means it’s more important now than ever before to scrutinize your goals and ensure you’re sufficiently equipped to meet them. And, for the first time ever, we let the AI-generated cat out of the bag, as we examine the impact AI is *actually* having on how CMOs meet their goals. ## What’s in the report? By downloading this report, you’ll gain the most up-to-date information out there on what the current landscape looks like for CMOs. Gaining best practices, expert advice, and key stats to help with: - The best practices for establishing realistic growth goals, which decision-makers are important, and which departments you need to work closest with for success. - Information and advice on how to build an effective, growth-focused marketing team, along with the tools you need to equip them with. - How CMOs are responding to macroeconomic factors and shrinking budgets. - The impact of AI on how CMOs are pursuing their goals. [Discover how to overcome your obstacles to growth](https://productmarketingall.typeform.com/to/WbYzoMNP?utm%5Fsource=xxxxx&utm%5Fmedium=xxxxx&utm%5Fcampaign=xxxxx&utm%5Fterm=xxxxx&utm%5Fcontent=xxxxx data-mode=) ## A few key findings to whet your appetite - With budgets tightening, **marketing generalists** are becoming essential for marketing teams. - Goals set by CEOs without collaboration with their CMO are **22.65% less realistic than those developed in collaboration.** - Marketing teams that regularly collaborate with Sales are **20.58% more effective at meeting growth goals**. Unfortunately, Sales is also **the most difficult department for Marketing to collaborate with**. - **Lack of resources** is the biggest blocker to effective interdepartmental collaboration to reach goals. - Marketing teams built with meeting growth goals as a top priority are **55.23% more effective at meeting their goals** than those built without it as a consideration. - **Over half of CMOs** don’t have access to enough data to reach their growth goals. - **66.21% of CMOs** have gaps in their tech stacks preventing them from meeting their goals. - Only **20% of CMOs** say that AI tools have had a positive impact on their ability to meet their goals. - **85.8% of CMOs stated that economic factors have impacted their goals.** Many of them are tightening their budgets even further as a result. ## Let’s keep the discussion going! Got feedback on the report, or ideas on future reports you’d like to see? Contact [hello@cmoalliance.io](mailto: hello@cmoalliance.io) today, or connect with us on our social channels. If you really want to pick the brains of leading CMOs on growth goals, there’s no better place than the [CMO Alliance Slack Community](https://www.cmoalliance.com/join-the-community/), where you’ll be able to chat with a global network of marketing leaders. [ ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2021/03/CMO-Alliance-Community-ad.png) ](https://www.cmoalliance.com/join-the-community/?utm%5Fsource=article&utm%5Fmedium=banner&utm%5Fcampaign=community-ad) ### CMO Diaries URL: https://www.cmoalliance.com/cmo-diaries-podcast/ Last updated: 2021-08-19T12:25:40.000Z _No content available._ ### Masters of Marketing URL: https://www.cmoalliance.com/mastersofmarketing/ Last updated: 2025-03-17T12:33:40.000Z **Tune in for our monthly dose of expert CMO content!** We're putting together a calendar jam-packed with engaging panel discussions ****just for you**. In each session, we'll be joined by some of the most dynamic CMOs from around the world as they share their insights and best practices. [**Want to get involved?** ](https://productmarketingall.typeform.com/to/lnbRYDrz) ### Get involved URL: https://www.cmoalliance.com/get-involved/ Last updated: 2022-08-22T12:26:13.000Z Any community is only as great as its members, so we need your help to provide the best insights to other CMOs and bring real value to this community. How much you want to be involved is entirely up to you, but we’ve laid out some options below. ## Join the CMO Alliance Community Our community is a space for CMOs around the world, from every industry, of all levels of experience to share insights and advice to elevate the role of CMOs and help aspiring CMOs reach their goals. [Join the community ](https://productmarketingall.typeform.com/to/uzS6EKJL) --- ## Contribute content The best content for a community of CMOs comes from people who have walked the CMO walk themselves. Whether it’s as a written piece or featuring on one of our podcasts, get in touch and we can start talking about ideas. **[Find more information about contributing here.](https://www.cmoalliance.com/create-contribute/)** **[Need some inspiration? Check out our editorial calendar here.](https://www.cmoalliance.com/editorial-calendar/)** --- ## Speak at one of our events Our events, whether in-person or virtual, are the perfect platform for you to share your insights and advice with your marketing leader peers. [Find out about what we have in the pipeline and how you can get involved.](https://www.cmoalliance.com/speaking-opportunities-with-the-cmo-alliance/) ### Chief Marketing Officer Summit | November 2021 URL: https://www.cmoalliance.com/chief-marketing-officer-summit-november-2021/ Last updated: 2021-12-07T12:13:08.000Z _No content available._ ### Our podcasts URL: https://www.cmoalliance.com/our-podcasts/ Last updated: 2021-11-22T14:21:23.000Z Our podcasts are the ultimate resource for advice and insights into how to enhance the CMO role. Whether you’re looking for big picture discussions about the direction of marketing and the changing role of CMOs in organizations, or in-depth looks at your day-to-day responsibilities, we’ve got you covered. ## [CMO Convo](https://www.cmoalliance.com/cmo-convo-podcast/) [CMO Convo | CMO AllianceA podcast with one central question in mind: what does it take to be a great chief marketing officer? And there are no better people to answer this question than those who have lived the CMO life.![](https://www.cmoalliance.com/favicon.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2021/04/CMO-Convo-Meta.png)](https://www.cmoalliance.com/cmo-convo-podcast/) Our flagship podcast, where we dive into conversations with leading CMOs from around the world on the biggest issues facing CMOs, whether it’s new approaches to marketing, advice on leadership, and the changing role of CMOs. ## [CMO Diaries](https://www.cmoalliance.com/cmo-diaries-podcast/) [CMO Diaries | CMO AllianceEach episode, we catch up with a CMO on their recent priorities, what challenges they’ve had to overcome, and the resources they’ve relied on.![](https://www.cmoalliance.com/favicon.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2021/08/01-CMO_Diaries_Meta.png)](https://www.cmoalliance.com/cmo-diaries-podcast/) Your day-to-day responsibilities are just as important to the CMO role as big picture ideas, which is where CMO Diaries comes in. In this podcast, we feature regular guests who take us through the latest projects they’ve been working on, the challenges they’ve faced, and what resources and lessons have been helpful, so you can do the same. ## Get involved Our podcasts are the ultimate platform for you to share your insights on marketing with a dedicated global audience of high-level marketers, so you can help shape the role of marketing in industries and organizations at every level. Whether you’re a CMO, Head of Marketing, or someone who has advice for CMOs from different organizational perspectives, let us know you’re interested in featuring on either of our podcasts. **Contact: [contribute@cmoalliance.io](mailto:contribute@cmoalliance.io)** ### The Growth CMO Report 2021 URL: https://www.cmoalliance.com/the-growth-cmo-report-2021/ Last updated: 2021-11-11T11:05:01.000Z **Presenting: the Growth CMO report - your leading resource on how CMOs establish and meet their growth goals.** Welcome to the **Growth CMO Report**, the first annual report from CMO Alliance. Driving growth is a top priority for many CMOs, and this report will see how effective they are at meeting their goals, what resources are the most important, and what’s holding them back. ## Who is this report for? Are you a CMO? You’ll be able to equip yourself with everything you need to turn yourself and your team into lean, mean, growth goal achieving machines. CEO or other department head? You’ll know what support your CMO needs to be everything you need them to be. You’ll find insights drawn from the real experiences of CMOs across a broad range of industries and business sizes so you know how CMOs approach growth goals at every level, and what organizational dependencies they have to achieve them. ### Find out: - Which departments CMOs and marketing need to collaborate with to meet growth goals. - How to build effective growth-focused marketing teams. - What data CMOs need to achieve growth goals. - The gaps in CMOs’ techstacks that are preventing them from meeting their growth goals. ## What are you waiting for? Whether you’re a CMO, looking to make organizational changes with growth in mind, or another member of the C-Suite looking to improve your ability to collaborate with other departments to meet goals, you’ll find heaps of value in this report. [Download the report ](https://productmarketingall.typeform.com/to/uTVy3L7z) > *"Loved reading this report. Good set of questions and analysis. Was intrigued by the apparent dichotomy in the finding on how to structure a growth-focused marketing team: creative/content marketing is ranked highest in roles and drivers of growth, when asked to rank skills in their departments, “data-driven” was ranked highest, even above “creative” by CMOs."* > **Paras Goel, Director, and Head of Marketing and Customer Success at healthIO** ## Once you’ve read it… We’d love to hear your thoughts! Share your assessment of the findings on our social media channels, or head to the [CMO Alliance Community](https://www.cmoalliance.com/join-the-community/). Think we’ve missed anything? Let us know, so we can include it in our research for next year! [ ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2021/03/CMO-Alliance-Community-ad.png) ](https://www.cmoalliance.com/join-the-community/?utm%5Fsource=article&utm%5Fmedium=banner&utm%5Fcampaign=community-ad) ## Posts ### Future of Marketing Report 2026-2027 URL: https://www.cmoalliance.com/future-of-marketing-report-2026-2027/ Last updated: 2026-10-22T14:06:56.000Z The 2026-2027 marketing report you’ve been waiting for, with insights on AI adoption, budgets, and the skills that’ll define the next generation of marketing leaders. Free download. # The data marketing leaders are using to plan 2026-2027 96% of marketing teams use AI every day, but only 24% have made it an actual priority. Four in five don’t trust their own data enough to act on it, and three in five are still crediting an entire sale to one touchpoint. In this market, and with limited budgets, a hunch-based decision costs *far* more than it used to. This report comes from veteran marketing leaders, most with over a decade of experience, and names the exact operational gaps holding teams back so you can close them first. Read the report to uncover the frontline benchmark data you need to replace guesswork with clarity across your marketing strategy, tech stack, and team structure. In partnership with **Webflow**, **Sprout Social**, **Propensity**, and **Acquia**. [Download the report](#download) ![](https://v5.airtableusercontent.com/v3/u/58/58/1792692000000/5yZAZ3Y6URJz03OaRJPsPQ/RGmTKCASoJXY7-ODwUAFgXOvEUcvqD64fjOse9734hWTUI8WciuAXoq_EKodil0d7uEvYxMM3v-zDF9FwLV7f6XC84OeeqJtxzzmYmJHLQKUY_Hdm8-ta5AfXg_RzBEBBkserjoqNqEcel2Asncew1zeodk2_T7xDKljuz8gvNTz8kkNHbHpgBZ-xCqnK5kIhzEABvAxfEtz4NfsT775wg/xDgIzhdiTblx9iHO-ouqxTYsl5jZ1HaOUQtYk9N3dzk) ![](https://www.cmoalliance.com/assets/img/reports/decal-1.svg) ![](https://www.cmoalliance.com/assets/img/reports/decal-2.svg) ![](https://v5.airtableusercontent.com/v3/u/58/58/1792692000000/SeV9YgLDJgwGE31i2ktwCw/PjaAlJho1sfELe_0t1Ya2hIFGGbVdLlaM3ySmGDZeTXLKwntSizaDfER67E-6gtFpKiFCfDzYCIQ6mssEbhrVAFbW1nEyVERFSufOE8K8hW1NLh8L1sd1-cto7R-H2Xwr-_-xd8kNCTqUEbxNDJU41FrYrW6WfQrlxlE0L_aAvQMBbvu9eAyvipDirsTLxoH/gXzjKKVdHtXa-RBI0B1BOEwH5vAOxTR9uA1IvhSBMdQ) ## Who it's for This report is for anyone leading a marketing team into 2027\. It’ll show you where other leaders in your position are actually spending, hiring, and cutting right now. If you’re building a marketing career, it names the one skill CMOs say they’ll screen for in five years and shares some insider knowledge to help you get there first. Download the report to see exactly what’s about to separate the marketers who move up from the ones who get left behind. [Grab your copy](#download) ## Produced in partnership with: **Headline partner:** - **Webflow** **Additional partners:** - **Sprout Social** - **Propensity** - **Acquia** CMO Alliance and its sister communities under The Alliance umbrella have spent years publishing authoritative reports trusted across industries and business functions. Led by insights from our worldwide network of marketing leaders, one click is all that stands between you and a CMO report with The Alliance name behind it. A special thanks to Webflow, Acquia, Sprout Social, and Propensity for weighing in with their own take on the data throughout this report. Their perspective gives this report a level of detail a plain set of numbers never could. [Give me my copy](#download) ![](https://v5.airtableusercontent.com/v3/u/58/58/1792692000000/NJ1_KJjdiXuGoA3_qMRdNg/Ndn9YNIpa4eUsP1SvjmDJk1bncwepgUKiLj5vDRHkHydDmPRMdy7n2lt5yHsIXbP-y-hxAwNp2XMFtIHae3xUczZFvZ_sXuVouAOI87Wg1ooYqwbpdpxhE4PtQm9MqXLeGiFv1O_VnSeJHB-kP8gaeyi7MK0oS52cy23gR5IkurIyBJsSssMfz1Am49hMvP0/w3lRXkg_D_w8vTY3PBVL_X8UWRs2cT0s79zGCppqjhI) ## What you’ll discover ![](https://www.cmoalliance.com/assets/img/reports/decal-3.svg) ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) What **96%** of marketers now do daily that only **18.3%** had fully integrated into workflows last year. ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) The single biggest barrier blocking **80.7%** of marketers from delivering hyper-personalization. ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) What **61.2%** of marketers are actively planning for their careers next year. ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) Why short-form video dominates social media ROI at **79.5%**, while this once-hyped format sits dead last at just **6%**. ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) The T-shaped marketer structure that experts in this report named as the future of team building. ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) Why **62.9%** of marketers are still using an attribution model that credits the wrong channel for their wins. ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) The one channel multiple CMOs said they'd cut first if forced to pull **20%** of the budget, and where they'd move that money instead. ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) **78.3%** of marketers share the same top concern about AI, and it has *nothing* to do with job security. ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) Where **2026-2027 marketing budgets** are really going, and why the middle ground between small and seven-figure budgets keeps shrinking. ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) The two factors that outweigh salary by more than **two-to-one** when marketers evaluate their next role. ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) Why the marketing teams with the biggest budgets aren't the largest companies, and what actually predicts who spends **$1M+**. ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) The number senior marketing leaders say they'd defend to their executive team if forced to choose just one. [Download the report](#download) ## Get your copy This report is free. Falling behind the CMOs who read it *isn’t.* Inside, you’ll find exactly how your priorities measure up against senior marketing leaders worldwide, which number is about to get harder to defend in your next planning meeting, and why burnout is already costing teams more than any line item in the budget. ![Report Image](https://v5.airtableusercontent.com/v3/u/58/58/1792692000000/8S4lHLW6so1h3_Y1mVz3JA/YmSA-glQtn41y7UGlhiJ5T0X8pqm7HSxqXUQIJoPbc7llt5uNZzdxlAcbXLBzECzBQVDwAij2ZnQEFgsokUDFnYx1oAmRn0FPCEk_Cb9SyrHwpXUJL1FMxgYGd9aIa0NOGJCgIojmXz4h-9V2lmkRKf_oK1o1g_ACqAljCOdoq_INSzPFIbcdaycuqEtvwSdS8rXn1F09DiFhbb94XAC4w/FeSgks_UrXgsyPbRMcK2G7e6hoG-w_nmL-rm5Pd_bDw) [Give me my copy](#download) ![](https://www.cmoalliance.com/assets/img/reports/decal-4.svg) ![](https://www.cmoalliance.com/assets/img/reports/decal-5.svg) ![](https://www.cmoalliance.com/assets/img/reports/decal-4.svg) ![Report Image](https://v5.airtableusercontent.com/v3/u/58/58/1792692000000/8S4lHLW6so1h3_Y1mVz3JA/YmSA-glQtn41y7UGlhiJ5T0X8pqm7HSxqXUQIJoPbc7llt5uNZzdxlAcbXLBzECzBQVDwAij2ZnQEFgsokUDFnYx1oAmRn0FPCEk_Cb9SyrHwpXUJL1FMxgYGd9aIa0NOGJCgIojmXz4h-9V2lmkRKf_oK1o1g_ACqAljCOdoq_INSzPFIbcdaycuqEtvwSdS8rXn1F09DiFhbb94XAC4w/FeSgks_UrXgsyPbRMcK2G7e6hoG-w_nmL-rm5Pd_bDw) ## Get your copy This report is free. Falling behind the CMOs who read it *isn’t.* Inside, you’ll find exactly how your priorities measure up against senior marketing leaders worldwide, which number is about to get harder to defend in your next planning meeting, and why burnout is already costing teams more than any line item in the budget. ## Please add title in Airtable Please add content in Airtable [Give me my copy](#download) ![](https://www.cmoalliance.com/assets/img/reports/decal-5.svg) ### 65% of CMOs under pressure: What the latest ROI data tells us URL: https://www.cmoalliance.com/65-of-cmos-under-pressure-what-the-latest-roi-data-tells-us/ Last updated: 2026-10-21T10:37:21.000Z > *“CEOs and boards seem to have lost the understanding of how this process works, and think that a great product will just magically sell itself.”* That’s [**Benjamin Brown**](https://www.linkedin.com/in/brownben/)**, VP of Marketing at ReBiz**, describing a shift that many marketing leaders are feeling right now. In fact, **65%** say the pressure to prove the return on investment (ROI) of their work has intensified over the last three years… *but why?* We’re breaking it down for you right here so you can see exactly what’s pushing that number up. ## **What’s driving the pressure** ![Marketing ROI pressure](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/10/data-src-image-cdbff357-baa2-40d6-abbd-95b79d44ca93.png) [***Source: CMO Insights Report 2026**](https://www.cmoalliance.com/cmo-insights-report-2026/) Budget tops the list, but it's not the whole story. Five other pressures are piling on at the same time, which is part of why **65%** of leaders say the pressure to prove ROI has really intensified this year. Below, we’ll go through each main cause of this mounting pressure, starting with the biggest. ### **1\. Budget and cost pressure (55%)** **55%** of marketing leaders name budget and cost pressure as the single biggest driver behind the push on ROI. That’s as direct as the pressure gets. During every budget cycle, the CMO has to justify their funding (and compete for it) in front of leadership. [**Erica Gunn**](https://www.linkedin.com/in/erica-gunn-2998383/)**, CMO at Canto**, described what that pressure looks like day-to-day: > *"When budgets are under scrutiny, the 'do more with less' mantra kicks in, but that doesn't mean dropping quality. It means making things go further. Repurposing strong content across new formats and channels rather than starting from scratch every time."* CMOs used to deal with one problem at a time. Now it’s three or four at once. That’s why a flat budget this year can feel tighter than an actual cut did last year. Either way, the conversation always circles back to the same question: what did marketing's share of the budget actually produce? ### **2\. AI costs and adoption (41%)** AI adds to the pressure facing CMOs and other [marketing leaders](https://www.cmoalliance.com/ai-for-marketing-leaders-report-2026/) in two ways: 1. **Workload costs go down** because fewer people can produce more content. 2. **Software costs go up** because the AI tools themselves keep getting pricier. [**Rebecca Fowkes**](https://www.linkedin.com/in/rebeccafowkes/)**, Senior Director of Growth and Marketing at VenturEd Solutions**, talked about this in more detail, stating: > *"Pricing models for AI are changing daily, and they're not getting cheaper... that's where the real budget uncertainty lies."* That unpredictability is the real problem. A normal software subscription used to be easy to plan for. You were given one price, and that’s what you locked in for a year. AI tools don’t work that way. Most vendors bill based on your usage, seat count, or data volume, so a tier change or a new fee for a feature that used to be free can show up mid-year with no warning. A normal renewal gets negotiated once and settled. AI spend has to be tracked every month, which turns a one-line item into an ongoing headache. That constant tracking makes the [ROI](https://www.cmoalliance.com/marketings-shift-to-ai-roi-and-revenue-accountability/) math harder too. When the cost side keeps moving, it's tough to hold it still long enough to compare against the results. ### **3\. Economic uncertainty (41%)** Economic uncertainty ties AI for second place, and it feeds the same budget fight from a different direction. When interest rates and demand are hard to predict, finance teams hold spending closer and ask for shorter commitments, which pushes marketing toward quarter-by-quarter approval instead of an [annual budget](https://www.cmoalliance.com/a-guide-to-smarter-marketing-budget-allocation/) it can plan around. A CMO defending a campaign this year has to defend it against a moving economic backdrop, not just a fixed number. Buyers feel that same uncertainty, which is part of why deals are taking longer to close too. That makes the ROI case itself harder to pin down, since the backdrop it's measured against keeps shifting. ### **4\. Longer sales cycles (27%)** Sales cycles matter too, even though they’re ranked lower on the list. [**Deepak Kumar**](https://www.linkedin.com/in/imdigitaldeepak/)**, CMO at Techies Infotech**, said deals that used to close in weeks now take four to six months, because more people want to sign off on each one. He described what that actually looks like: > "We're not struggling to generate awareness or fill the top of the funnel. The challenge is what happens after: buyers engage, show clear intent, and then the process stretches out for months while internal committees deliberate, budgets get re-evaluated, and priorities shift." *\- *Deepak Kumar, CMO at Techies Infotech** When deals stall in committee, marketing teams are forced to spend more time and money re-engaging the same prospects just to keep them from walking away. ### **5\. Competition and regulatory pressure (23% and 9%)** Even smaller pressures don't stay in their lane. Competition (**23%**) and new regulatory rules (**9%**) might rank lower on paper, but in reality, they act as force multipliers. [**Don Polite**](https://www.linkedin.com/in/donaldpolite/)**, CMO at SKYGEN**, pointed to a whole web of pressures hitting marketing budgets at once: > *"AI, the decline of third-party cookies, heightened privacy expectations, increasing competition, fragmented media consumption, and consumers who expect highly personalized experiences while giving brands less attention than ever before."* None of these changes replaced the old ones. They just piled on top of them. For a CMO, it means spending extra time and budget retooling basic campaigns just to keep up with changing rules and noise, long before they drive revenue. [**Bonnie Habyan**](https://www.linkedin.com/in/bonnie-habyan/)**, CMO at X-Caliber**, sums up the tension perfectly: > *"The greatest tension will be between the expanding expectations placed on marketing and the resources available to meet them... Marketing organizations are now expected to manage brand, demand generation, data, AI, content, search, public relations, events, executive positioning, internal communications, external communications, and customer experience.* > *“At the same time, they are expected to move faster, operate more efficiently, and provide clearer evidence of financial contribution."* Suddenly, that **65%** figure makes complete sense. CMOs aren't just dealing with one big crisis. They’re fighting off five or six separate pressures, all hitting at once. [Building a brand that works in 15 markets at onceJason Hemingway, Chief Marketing Officer at Phrase, on why language is a creative multiplier, not a cost, and what it takes to build a brand that works in 15 markets at once.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--19b64ff6-95e1-46fe-a2ed-e358d5fc8b2c.png)CMO AllianceJason Hemingway![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Language-as-Growth-Strategy-1-53ee3c29-903e-4fa3-af6b-5eb9b88eac12.png)](https://www.cmoalliance.com/building-a-brand-that-works-in-15-markets-at-once/) ## **Why marketing lost the benefit of the doubt** Part of this can be attributed to tighter budgets. The rest comes down to old excuses that quit working around the same time. [**Felicitas Sommer**](https://www.linkedin.com/in/felicitas-sommer-900bb891/)**, VP of Marketing and Communications at PriceHubble**, explained it this way: *"Three years ago, marketing could still defend spend through brand rationale and attribution models that gave it the benefit of the doubt. That latitude has largely disappeared... Budget scrutiny tightened across the board after 2022, and marketing was rarely protected.* *“At the same time, the tooling to track revenue contribution improved enough that 'we can't measure it' became a harder argument to make."* Boards started asking harder questions right as better tools made it possible to answer them. Marketing used to say, 'we can’t measure that.' Now it usually can. Not every leader felt this. [**Tobias Roediger**](https://www.linkedin.com/in/tobiasroediger/)**, CMO at Junto**, said: *"The pressure is about the same. I haven't seen a marked change."* [**Mehak Chowdhary**](https://www.linkedin.com/in/mehakchowdhary/)**, VP Marketing at Test Gorilla**, gave a useful middle view: > *"I actually don't think the pressure to prove ROI is fundamentally new... What has changed is the expectation of precision and speed... there was more tolerance for directional reporting. Today, leaders are expected to answer much harder questions, much faster."* Don pointed to a root cause behind the cost-center label: marketing's own definition of its job got too narrow. > *"The conventional wisdom that marketing's primary purpose is to generate leads needs to be challenged.* > *"Modern marketing should be accountable for creating customer value, improving customer experiences, strengthening retention, increasing lifetime value, and driving sustainable growth. Lead generation remains important, but it is only one component of a much broader growth mandate."* A CEO who sees marketing as a lead machine usually ends up calling it a cost center too. Leads are easy to count and easy to price per unit, which makes marketing look like a vendor you negotiate down, not a function that grows the business. Widen the job description to things like retention and lifetime value, and marketing starts looking less like a line item and more like a lever. ## **CMOs trust their strategy more than their proof** Our [**CMO Insights 2026 report**](https://www.cmoalliance.com/cmo-insights-report-2026/) revealed that most respondents rated confidence in their own marketing strategy at **7.5 out of 10**, with most landing between **7 and 9**. This data shows the plan itself isn’t what’s shaking CMOs’ confidence. Then we asked about the tools meant to prove that strategy works, and confidence dropped fast. The tech stack’s support for measurement came in at **3.3 out of 5**, or **66%**. Confidence in attribution data (the systems that connect a specific marketing activity to an actual sale) came in even lower at **2.8 out of 5**, or **56%**, the lowest score in the whole study. This data shows exactly where the weak point sits. Attribution is the one link in the chain that turns marketing’s work into a number a CFO can actually check, and it’s the part CMOs trust the least. Marketing leaders believe in their plan, but they trust the proof behind it a lot less, and that gap runs anywhere from 10 to 20 points depending on what you ask about. This data shows the real bind CMOs are in: boards want faster, harder proof right as CMOs admit, in the same survey, that the system meant to produce that proof is the weakest part of their setup. ## **Why measurement keeps failing** Ask a CMO if it's gotten easier to find the data they need, and most won't give a clean yes or no. **32%** say access improved over the last year. **27%** say it's still hard, mainly because of a messy CRM, missing history, or no real budget for proper tools. [**Dave Steer**](https://www.linkedin.com/in/davesteer/)**, CMO at Webflow**, named the actual cost of this: > *"A fragmented stack in and of itself isn't a crisis. Its effects show up as conversion data sitting in three different places and reconciling in none of them, and a team that's confident in its strategy but can't fully trust the numbers behind it."* When we asked how leaders approach attribution, tracking which marketing activity gets credit for a sale, the answers split seven different ways. Even the most common method, pipeline contribution, gets used by less than 1 in 3 leaders. ![ROI pressure and marketing](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/10/data-src-image-8aa739a9-9b04-4ce3-9c9a-87cb8294e91f.png) [***Source: CMO Insights Report 2026**](https://www.cmoalliance.com/cmo-insights-report-2026/) The rest use a mix of other approaches, including some leaders who run several models at once because, as [**Rebecca Fowkes**](https://www.linkedin.com/in/rebeccafowkes/) put it, "none of them are perfect." **61%** name poor integration between tools as their biggest barrier to closing gaps in their tech stack, second only to budget. Don Polite has watched this pattern up close: > *"More technology does not automatically create better marketing. Many organizations invest heavily in platforms, automation tools, and data systems before developing a clear customer strategy. This often results in complexity, underutilized capabilities, and disappointing returns."* His fix: pick the strategy first, then the tools: "*The technology should amplify strategy, not replace it."* Bonnie Habyan challenges a different habit: chasing perfect attribution. > *"I would challenge the idea that everything marketing does should be measured through immediate, direct revenue attribution.* > *"Marketing should absolutely be accountable, but accountability and perfect attribution are not the same thing... If we only value the final touchpoint, we misunderstand how trust is built."* Her solution is a framework built from several kinds of evidence: - Awareness - Engagement - Qualified meetings - Pipeline movement - Completed revenue [Which channels should you focus on for ABM?Investing time and money into channels where your target audiences don't reside is a surefire way to remain invisible and lose ROI.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--9e899b2d-c461-4ef2-8cf1-cb8ab912fc3a.png)CMO AllianceSaima Chadney![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/ABM-channels-2-6b25fbee-6ab4-46fb-9afe-5d37cb495311.png)](https://www.cmoalliance.com/which-channels-should-you-focus-on-for-abm/) ## **3 ways CMOs are rebuilding trust with finance** Every leader in this report described the same problem: boards want proof, and the usual numbers aren’t landing fast enough. These three found different ways through it, and none of them waited for perfect attribution data to show up first. ### **1\. Reframe the pitch** [**Shikha Agarwal**](https://www.linkedin.com/in/agshikha/)**, VP Consumer Marketing at Yelp**, swapped "give me budget" for a different pitch entirely: > *"We converted the budget conversation to an investment conversation... It's no longer a give me budget conversation; it's a do you want to invest in this money-making machine?* > *“This approach sidesteps the attribution problem running through the rest of this report. Finance signs off on investments with an expected return. Agarwal's pitch gave them exactly that framing, which made the budget conversation shorter and the yes easier to get.”* ### **2\. Build one scorecard** The case for marketing doesn't get rebuilt from zero every budget cycle. At **Purdue University, CMO** [**Kelly Hiller**](https://www.linkedin.com/in/kelly-hiller/)built one scorecard that mixes earned, owned, and paid impressions with prospective-student awareness, brand perception, and partnership interest. > *“A standing scorecard works differently. It gives finance a running record to check marketing's claims against, built up over time rather than rebuilt from scratch each cycle.* > *"For a function graded on how fast it can answer hard questions, having an answer already built and waiting cuts straight through that pressure.”* ### **3\. Make one big, measured bet** [**Raj Thamanna**](https://www.linkedin.com/in/rajusa2020/)**, VP of Marketing Operations and Analytics at CoreWeave**, joined the company 20 days before its IPO (the biggest US tech listing since 2021) with no systems and no data in place. His team spent the whole year's budget on a launch campaign, then had to go back and ask the CFO for 5 times more. His line sums up the fight: > *"Budget follows belief... marketing is not a cost center to be managed; it's a growth engine to be measured."* The campaign he built, a sponsorship with the Aston Martin F1 team, drove a 600% jump in searches for CoreWeave's products and a 225% jump in website traffic, while the rest of the industry's traffic was falling. The next year's marketing budget ended up three times bigger than the year before. > *“Thamanna's case worked because the proof showed up fast, in numbers finance already tracks: traffic, search volume, next year's budget. When trust can't be built slowly, one big bet with clear, fast numbers behind it can close the gap just as well.”* All three examples turn marketing's work into proof finance already trusts: investment language, a running scorecard, or fast numbers tied to a bet. That's exactly the kind of proof the rest of this report says boards are demanding faster than ever. ## **What to take from this** The CMOs getting heard in 2026 share one habit: they turn marketing data into numbers finance already trusts, fast enough to keep up with how quickly boards now expect an answer. A few places to start, based on what worked for the leaders in this study: 1. Build one scorecard for marketing's value, so the case doesn't get rebuilt from scratch every budget cycle. 2. Name your attribution model out loud, even if it's imperfect. **19%** of leaders in this study have no formal model at all, and that's a harder position to defend than picking one and explaining its limits. 3. Fix the integration gaps in your tech stack before adding another tool. 61% of leaders say poor integration between tools is their biggest blocker. 4. Change the words in your budget pitch before you change the numbers. Framing spend as an investment with a return, not a request for budget, makes the ask easier for finance to say yes to. Marketing's 2026 budget problem comes down to translation: making the case in the 90 seconds a CFO gives you, with numbers they already trust. --- ## FAQs ### What percentage of CMOs say ROI pressure has increased in 2026? 65% of the 50 senior marketing leaders surveyed in the CMO Insights Report 2026 said the pressure to prove ROI rose significantly over the last 3 years. 20% said it stayed about the same, and 15% said the pressure itself didn't change, but the speed to prove it did. ### What's driving ROI pressure on marketing teams in 2026? Budget and cost pressure (55%), AI costs and adoption (41%), economic uncertainty (41%), longer sales cycles (27%), competition (23%), and regulatory pressure (9%), based on the same study of 50 marketing leaders. ### What attribution model do most CMOs use in 2026? No single model dominates. 29% use pipeline contribution as their primary method, 24% use multi-touch attribution, and 19% have no formal attribution model at all. ### How is AI increasing ROI pressure on marketing budgets? AI is cutting the cost of producing marketing work while raising the cost of the tools that do it. Pricing models shift often, which makes AI spend one of the hardest line items for CMOs to plan around and defend to finance. ### Why are longer sales cycles making ROI harder to prove? 27% of marketing leaders name longer sales cycles as a top pressure. Deals that used to close in weeks now take 4 to 6 months, which pushes the revenue marketing gets credited for past the budget cycle that funded it. ### How can CMOs rebuild trust with finance? Leaders in the report used 3 tactics: reframing budget requests as investment pitches, building one standing scorecard instead of rebuilding the case every cycle, and backing a single, well-measured bet with fast, trackable results. ### "CMO tenure is the shortest in the C-Suite. Here's why" [Video] URL: https://www.cmoalliance.com/cmo-tenure-is-the-shortest-in-the-c-suite-heres-why-video/ Last updated: 2026-10-20T14:46:09.000Z _No content available._ ### Building a brand that works in 15 markets at once URL: https://www.cmoalliance.com/building-a-brand-that-works-in-15-markets-at-once/ Last updated: 2026-10-19T12:00:23.000Z Most companies still budget for language the way they'd budget for shipping: *how many languages, what's the cost, and how long will it take?* That framing misses what's *actually* at stake. 15 languages *aren't* 15 translation jobs. They're 15 chances to build a brand experience that actually belongs in that market. [Jason Hemingway](https://www.linkedin.com/in/jasonhemingway/?isSelfProfile=false), Chief Marketing Officer at Phrase, has spent the last four years watching that shift play out across global enterprises. In this blog post, he breaks down: - Why customer data alone doesn't move the needle without the right content layer behind it. - Where the gap between [global strategy](https://www.cmoalliance.com/context-first-marketing-the-key-to-scaling-content-globally/) and local execution actually opens up. - What AI is doing to the speed and cost of building culturally fluent content at scale. *You can also listen to the full conversation on the* [*CMO Convo podcast*](https://www.cmoalliance.com/language-as-a-growth-strategy-with-jason-hemingway-video/) *or watch it right here:* ## **Why customer data alone doesn't move the needle** Marketing got very good at understanding customers around 10 years ago, when martech was exploding, and people started investing in [customer data](https://www.cmoalliance.com/to-cdp-or-not-to-cdp/) platforms. [Segmentation](https://www.cmoalliance.com/customer-segmentation-template-framework/) and behavioral analytics came to the forefront and grew into a market of its own over the last decade. What I noticed was that business outcomes didn't move at the same pace. Most enterprise teams have a strong idea of who their customers are and what they care about, but the performance of things like personalization plateaus. It gets to a point and stops. The disconnect is simple: understanding the customer isn't enough on its own. The *real* test is whether that understanding actually improves engagement, the brand experience, or satisfaction. If the content layer that insight sits on doesn't respond to it, the value of everything you're delivering is limited. You end up with precise targeting and real customer understanding, but the content hasn't evolved in the same way. We see that with the customers we work with at Phrase. We have a global fintech customer operating across many markets, with real-time trading alerts and account updates that influence what their customers do. The targeting in each region was good, but some of the messaging was slightly off, and customers would hesitate because the information wasn't culturally nuanced to what they needed. In some markets, customers needed more clarity and reassurance before acting on an alert or update. Once they introduced more structure into how that communication was expressed, with tone and context reflecting each region's differences, satisfaction rates increased, something like 70 to 90%. So the constraint wasn't the insight. It was the systems needed to deliver that insight with context, and how organizations set up their technology to use it when communicating across regions. [Cultural sensitivity in global influencer campaignsCultural missteps can break a brand. Discover key strategies for running influencer campaigns that resonate across global markets.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--a054c774-dda8-4a23-9de9-590dc84d4734.png)CMO AllianceEleanor Hecks![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Navigating-cultural-sensitivity-in-global-influencer-campaigns-1-0ed4b2c8-9568-4286-b3fb-4d335f2cba1e.png)](https://www.cmoalliance.com/navigating-cultural-sensitivity-in-global-influencer-campaigns/) ## **Connecting global strategy to local execution** There's often a gap between where global strategy sits and where local execution happens. Businesses tend to be strong at the centre: ✔️ Clear messaging ✔️ Strong positioning ✔️ Well-developed campaigns The breakdown happens because one central place creates the work in a single context, then adapts it afterward. That relies on local teams taking what global has done, reinterpreting it, ingesting it, and adjusting it. Over time, that leads to misalignment because you're not scaling the content; you're scaling the ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/10/Language-as-Growth-Strategy.png) *rework*. In large enterprises where buying decisions involve multiple stakeholders, central campaigns often lean on speed and innovation messaging that resonates in some markets and not others. Customers in other markets expect more depth, more validation, and a different kind of understanding before they engage, because that's the culture they're used to. So regional teams step in and rebuild things, which is an expensive and slow way of doing it because it means you're fixing things at the end of the process rather than earlier. Underneath that is an ecosystem problem: content created in one system, then adapted, distributed, and measured separately. Even if each part works on its own, the system isn't coordinated. What you need is a **connected infrastructure** and **tighter coordination between teams**. We see this with one of our customers, a software company with strong campaigns, where all the different versions were going out at different times. You'd wait for a campaign to clear before it went to a given market, so time to market was slow, which diluted the impact a campaign could have if launched everywhere at once. The result was inconsistent performance, and management asking why things were delayed when they wanted everything out at the same time, in every market they operate in, so they could be efficient. So the gap is really centralized versus localized, and what you need on top of that is connected infrastructure and tighter coordination. [Which channels should you focus on for ABM?Investing time and money into channels where your target audiences don't reside is a surefire way to remain invisible and lose ROI.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--22dc4d5a-68ea-49a8-a482-1f0f073905e1.png)CMO AllianceSaima Chadney![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/ABM-channels-2-e7bda1a8-c35d-4e30-8b00-5a8c72b2763f.png)](https://www.cmoalliance.com/which-channels-should-you-focus-on-for-abm/) ## Building context into content from the start Context is massively important to what you're trying to do, and content isn't consumed in a controlled journey anymore. That's even more true now with AI-driven interfaces, search, and recommendation channels. You don't control the sequence or the timing. You have to create content that's relevant wherever the customer is when they're interacting with your brand, and it can't just be well-crafted; it has to align with the moment it appears in. That moment is shaped by more than audience data: - The channel - The cultural expectation - Regulatory constraints, in regulated markets - The intent of that person Most traditional workflows treat context as something applied after content is created, a review step, a refinement, which is what regional teams have often handled. If it needs to adapt at the speed customers actually interact with your brand, it has to adapt continuously. Generative AI is changing that: - Context becomes part of the initial input, rather than something bolted on afterward. - The style guides you'd give regional teams are evolving the same way, built straight into how content is dynamically created and designed from the outset. - AI-driven quality checks can run on that content, based on a style guide that's dynamic and updated to a customer's cultural context and what they're trying to do with your [brand](https://www.cmoalliance.com/scale-your-brand-across-teams/) in that moment. That relevance, the context layer, is what you can scale with generative AI and manage market to market. ## How do global and local teams build the bridge between them? Leadership sets the global strategy, local teams understand their local markets, and it's the connective thread running through those teams where things can fall apart. At the central level, the brand can be well defined, and things like messaging, tone, and [positioning](https://www.cmoalliance.com/product-positioning-template-framework/) are all strong. The issue is when that expression gets applied across local markets without considering how it will land with the person receiving it, and rigid guidelines that prioritize consistency above everything else are usually where problems start. What you want isn't more control at the center, it's clearer boundaries. It's designing a system with guidelines that define what stays consistent, and letting teams adapt within them, supported by systems, technology, and structure people can actually use. We had a customer, a software company, with huge volumes of content across multiple regions. What they put in place was a shared system where brand intent was clearly defined and embedded into how content was produced from the outset. That let teams adapt content for their markets while keeping everything aligned at scale. It's all very well doing this for one piece of content, but without a design system, infrastructure, or technology behind it, you can only do it in a couple of markets, not every one. So what you're really looking for is scale. [What will the best CMOs do differently in 2027?What will top CMOs do differently in 2027? Top CMOs share why campaign-centric marketing is dying and how to adapt to AI, answer engines, and new growth metrics.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--7c2eeb1f-6acb-4336-9142-0f40ef3377d9.png)CMO AllianceBonnie Habyan![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Don-and-Bonnie-s-article----1--e1324c39-4c38-4d3a-8dab-17415089c484.png)](https://www.cmoalliance.com/what-will-the-best-cmos-do-differently-in-2027/) ## What does it mean to treat language as a creative multiplier? This is where it gets interesting, because it's the shift I think businesses need to make. When organizations think about language in a global context, most of the time they think about it as a cost, or as something complicated: - How many languages do we need? - What's the budget? - How long is it going to take? Treating it as a creative multiplier flips that entirely. Instead of asking how you manage 15 different languages, you ask how you use 15 languages to create 15 distinct [brand experiences](https://www.cmoalliance.com/brand-style-guide-example-framework/). Every language carries its own texture, rhythm, and emotional range. A tagline that's clever in English probably doesn't work in French, or doesn't work in Japanese. What you need is to give teams the freedom to use the context of their market to find the right expression. The goal isn't identical wording; it's consistency of impact. It's flipping the question toward emotional resonance. When you get that right, your brand doesn't just exist in a local market. It feels like it belongs there, like it's natural. You have to give it some flex to let that happen, within guidelines. Most businesses leave that on the table because they still think of language as a cost to manage, rather than a global asset. Done well, language can: - Speed entry into new markets. - Increase engagement. - Build more users on a software platform. - Make customers feel happier with what you deliver, because you're speaking to them relevantly in their own language, without a central mandate that it has to be done one way. It's hard, though. It's not simple. That's where you need to think about the people, process, and technology underneath it. The technology has evolved to a point now where you can do this more easily, more quickly, and at lower cost than you used to be able to. It's something people need to think about more carefully. We've all been in situations where it becomes an afterthought, where you think, oh yeah, we do need to do that. My whole approach is: bring it forward. Bring it into the [planning](https://www.cmoalliance.com/turning-marops-planning-into-your-competitive-advantage/) process, into the structure and the systems. Don't build the central version first and then figure out how to adapt it for, say, German. Think from the beginning about how it has to be adapted. If you start pulling that forward, we call it shifting left, it changes how you think about the whole thing. ## How can technology help marketing leaders expand into new markets? AI is a big hype cycle. Everyone's talking about it, but there's a kernel of truth in a lot of that hype. Before AI and LLMs, launching a campaign across 15 markets meant weeks of coordination between copywriters, and if you're a big business, translators, reviewers, and [compliance](https://www.cmoalliance.com/ai-in-mobile-advertising-trends-tools-and-compliance/) teams in regulated markets too, before the brand teams even came in to look at it. It was linear, slow, and expensive. By the time content reached the market, the window for that campaign had narrowed. Now content can be generated and adapted continuously. Some tools adapt it instantly, and what's emerging goes further. It's not just models creating content; it's systems that can take action within guardrails, managing more of the content lifecycle: generation, adaptation. But the part people outside localization tend to miss is quality. You can't do it all. There's a real question around quality levels with generative AI. The whole idea of AI slop is an example of something none of us want. You want quality evaluation, and then you want to optimize and reuse what you've created. Things are moving quickly, even in the last six, 12, 18 months. I was reading something from Gartner recently that said 40% of enterprise applications will embed these kinds of agents by the end of this year, up from about 5% a year ago. That's a structural change happening across marketing technology. What really matters is that it works best when it's embedded into the tools and processes teams already use, rather than sitting alongside them as another thing to manage. It's a quiet revolution, in that sense. The value doesn't come from adding more technology; it comes from how well that technology connects to everything else you do across marketing, content, and product. A bigger shift is what it does to economics. Traditional multilingual personalization used to cost a fortune, and was mostly reserved for big brands with deep pockets. Now it's accessible to mid-market companies too, who can deliver culturally fluent content with the right guardrails and platforms behind them. When the friction drops between not being able to afford something and being able to do it, you can experiment more, deliver more value to customers, test new markets, and treat those markets as a learning opportunity, running experiments and learning quickly. That's a genuinely different way of thinking about it. [11 AI agents that are changing the game for marketing teamsMost teams use AI for speed. The best use it for impact. Here are 11 agents transforming how high-performing marketing teams operate.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--f8f4a46a-7139-4267-8d5b-edb706b22e5a.png)CMO AllianceBenjamin Brown![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/11-AI-agents-that-are-changing-the-game-for-marketing-teams------Benjamin-Brown-a466174f-a0a1-4a52-9133-6eb562e32edf.png)](https://www.cmoalliance.com/11-ai-agents-changing-the-game-for-marketing-teams/) ## How will AI reshape brand strategy, localization, and personalization? I see it converging: brand strategy, marketing personalization, and localization are all converging, and the most significant structural shift is probably on the marketing side. Marketing has been structured around functions that are loosely connected, but not as connected as they could be: brand, content, regional execution, personalization, digital teams, each with their own workflows, tools, and teams. That model breaks down at scale, or becomes difficult, and what AI is doing is removing the need for manual coordination. You're moving toward systems that take in intent and context and carry it through to everything you want to execute, across all of those functions. Adapting content and context for different markets is part of that, but it's no longer something passed along a sequential chain and reinterpreted at each stage. It becomes a set of inputs at the beginning, and that's how content gets generated and adapted from the start. Personalization isn't layered on top. It's embedded in the beginning of how content is created and then delivered. I should caveat all of this: I don't think it removes the need for human judgment, far from it. It elevates where humans add value. It takes out the automation and production mechanics that used to bog teams down, and puts more time on strategy and the decisions about how the brand shows up in different markets with different audiences. I think those teams converging is a good thing. My message to other CMOs is to think about whether you're doing this the old way, when different tools could speed up a lot of what you're doing, and to look at how you build competitive advantage by building this into your infrastructure. I'd encourage everyone to go and talk to their localization team. If you don't have regular meetings with them, bring them in. When you're thinking about campaigns, about growth, about new markets, or markets you've never gone to because it was too difficult before, ask whether that's an opportunity. People will find opportunities in the convergence of those roles. As you connect the roles, you connect the technology and the ecosystem around them. AI gets embedded into everything, and you reduce the friction between teams. I see it converging, and I think that's a good thing. ## What mindset shift does a marketer need to go global? If I had to put it in a single line: design for global from day one. A question I'd encourage every marketing leader to sit with is this: if we designed our next campaign for 15 markets from the outset, instead of doing it for one market and adapting afterward, what would we actually do differently? How would the brief change? What teams would we need in the room at the beginning? What technology would we need? And what would the timeline look like, compared to the timeline we'd end up with if we didn't think about any of this upfront? Sit with that question, and it changes everything. It reframes the conversation so multilingual execution stops being a logistical challenge and becomes part of the growth strategy. A connected ecosystem, designed for global from the outset, is really what you need to be asking yourselves. The opportunity is there, and it's getting more accessible and easier to act on. ### Marketing huddle: Cracking SDR and BDR strategy URL: https://www.cmoalliance.com/marketing-huddle-cracking-sdr-and-bdr-strategy/ Last updated: 2026-10-15T07:45:45.000Z Marketing Huddle is a small, peer-led group for CMO Alliance members who want to solve real problems together, not just talk theory. _This post is for paying subscribers only._ ### What are the most effective channels for account-based marketing (ABM)? URL: https://www.cmoalliance.com/which-channels-should-you-focus-on-for-abm/ Last updated: 2026-10-12T10:14:35.000Z [Account-based marketing (ABM)](https://www.cmoalliance.com/your-guide-to-abm/) stands at the forefront of modern marketing methodologies, spotlighting the importance of personalized interactions with high-value accounts. Amidst the multitude of available communication channels, a pivotal question emerges: How do you discern the most effective [platforms](https://www.cmoalliance.com/tailoring-your-text-to-suit-different-platforms/) for a successful ABM strategy? The strategic selection of channels becomes a linchpin for targeted marketing success. Before we list the key channels you should focus on for account-based marketing, let’s first cover the ABM basics. ## What is account-based marketing? ABM is a strategy that focuses on directing your marketing and sales toward a set of high-value target accounts. It makes all the hard work and effort you put into your marketing highly targeted, rather than casting a wide net. The revenue of B2B companies using ABM strategies can be over 200% higher than that of those who don’t. ABM is also pivotal for closer collaboration between sales and marketing teams, as both work toward the same set of accounts and goals. If you want to implement an ABM framework but aren’t sure how, check out [our guide to everything](https://www.cmoalliance.com/getting-started-with-account-based-marketing/) you need to get started. [What is ABM? Your comprehensive guideABM is a B2B marketing strategy that’s rapidly grown in popularity. According to the ABM Leadership Alliance, 87% of marketers who have implemented ABM report a higher ROI than any other type of marketing.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--41.png)Revenue Marketing AllianceHannah Wesson![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Framework_Tiles_abm-3.jpg)](https://www.cmoalliance.com/your-guide-to-abm/) ## Why is ABM important? ABM is pivotal when it comes to delivering a [highly targeted](https://www.cmoalliance.com/what-is-targeting-in-marketing/) and personalized approach to marketing, as it focuses on specific high-value accounts rather than looking at them broadly. This precision enhances the likelihood of converting leads into customers, as marketing efforts are tailored to address the unique needs and challenges of [individuals](https://www.cmoalliance.com/win-against-competitors-by-knowing-your-customers/). ABM also facilitates closer [collaboration between sales and marketing teams](https://www.cmoalliance.com/why-your-marketing-department-needs-to-collaborate-to-improve-customer-retention/), promoting a unified approach toward achieving [common goals](https://www.cmoalliance.com/are-revenue-marketers-hitting-revenue-goals/). 🌟 ****Want to transform your ABM program and achieve amazing results? In** [****this playbook**](https://www.revenuemarketingalliance.com/abm-playbook/)****, you'll learn:** 💸 What ABM is and why it’s important for driving revenue 🔎 How to identify and prioritize target accounts 🧠 Best practices for creating and delivering personalized content 🥇 How to measure the success of your ABM strategy Get your hands on your [****ABM playbook now**](https://www.revenuemarketingalliance.com/abm-playbook/) and get ready to start driving growth for your business! 🚀 ## What’s the difference between marketing and account-based marketing? Traditional marketing typically employs a broad approach, aiming to reach a wide audience through various channels with generalized [messaging](https://www.cmoalliance.com/how-to-nail-your-product-messaging/). This approach is often characterized by mass advertising, content creation for a general audience, and [lead-generation tactics](https://www.cmoalliance.com/what-is-lead-generation-in-marketing-a-guide/) that cast a wide net. Account-based marketing, however, takes a more [targeted](https://www.productmarketingalliance.com/market-segment-vs-target-market/) and personalized approach. Instead of addressing a vast audience, ABM focuses on specific high-value accounts. This means tailoring marketing efforts to meet unique needs and challenges. Think: Creating personalized content, developing custom campaigns, and using highly targeted communications. The fundamental difference lies in the level of specificity and personalization that ABM brings to the marketing process – honing in on a select group of accounts deemed most valuable. ## What’s the difference between account-based marketing and demand generation? Account-based marketing is like deciding to focus all your sales efforts on just a few high-value target accounts. You research – in-depth – to understand those accounts' needs, challenges, and goals. Then you develop hyper-personalized campaigns to resonate with each target account. It's a very tailored approach, almost like having a dedicated sales rep for just a handful of named accounts. [Demand generation](https://www.cmoalliance.com/demand-gen-vs-lead-gen-difference/) casts a wider net. It's about creating content, running ads, and implementing campaigns that appeal to many potential customers in your market. The goal is to attract net new leads, filling up your sales pipeline. Demand gen focuses on scaling your marketing to reach the masses. With ABM, you're nurturing relationships with a chosen few VIP accounts. With demand gen, you're playing a numbers game – generate more leads and you increase the chances of converting sales. 💡 Unlock professional development resources without spending a dime – from Google, Amazon, and other industry giants. [Become an Insider member today](https://www.revenuemarketingalliance.com/signup/). ## What are the primary tiers of account-based marketing? [ABM](https://www.cmoalliance.com/the-abcs-of-abm-a-step-by-step-guide-to-success/) operates at different levels, or tiers, which offer flexibility based on the scale and resources available: - **Tier 1 (target accounts):** Your most valuable, high-potential accounts. These get white-glove treatment: personalized campaigns, bespoke content, and one-on-one outreach. - **Tier 2 (engaged accounts):** Still priority targets, but with less personalization. Content and campaigns focus on common elements like industry or customer profile rather than a fully customized approach. **Tier 3 (prospective accounts):** The widest reach but lowest prioritization. Marketing is broader and generalized, with lead scoring helping flag accounts ready to move up a tier. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/10/ABM-channels.png) ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/10/ABM-channels-1.png) ## Choosing the right channels for your ABM strategy So, now that we’ve covered the basics, let’s get into choosing the right channels for your strategy. You’ve decided to implement an ABM framework – great! – you might have even identified your target accounts and created content tailored to each of them. **But where do you post this content to ensure your target customers will *actually* see it?** This is where ABM channels come in. ABM channels are essentially the platforms you use to deliver your content to your targeted accounts. You need to know where your target audience spends their time and then maximize your efforts on in the appropriate places. If you’re investing your time and money into advertising and promoting content on channels where your targeted audience doesn't spend much time, your brand will most likely remain invisible to your ideal buyers, and you won’t see the [ROI](https://www.cmoalliance.com/measuring-the-roi-of-field-marketing/) on all the work you’re doing. ## How to choose the right ABM channels Before you start creating content and launching campaigns, it helps to have a clear framework for selecting which channels are actually worth your time and budget. Here’s what to consider: - **Where your target accounts spend their time.** Research which platforms, publications, and communities your target accounts are active on. There’s no point investing in a channel your accounts barely use, no matter how popular it is in general. - **Decision-making behavior.** Look at how your target accounts typically make purchasing decisions. Do they involve a large buying committee with multiple stakeholders, or a single decision-maker? This affects whether broader channels like paid ads or more direct channels like telemarketing make more sense. - **Channel preference data from your CRM.** Your CRM holds valuable insight into which channels have driven engagement and conversions with similar accounts in the past. Use this data to prioritize the channels that have proven effective rather than starting from scratch. - **Where your target accounts are in the buyer’s journey.** Early-stage accounts might respond better to broader channels like paid ads or content marketing, while accounts further along may be more receptive to direct outreach through email or telemarketing. - **Your available budget and resources.** Some channels, like 1:1 direct mail or live events, require more time and investment per account than others, like email or paid ads. Be realistic about what you can deliver well across your target account list. Once you’ve identified the channels most likely to reach your target accounts, you can start building out your content and campaigns for each one. ## The best marketing channels for ABM | Channel | Best For (ABM Tier) | Cost Level | Personalization Potential | Sales Cycle Stage | | ----------------------- | ------------------- | ----------- | ------------------------- | ----------------------- | | LinkedIn | Tier 1–2 | Medium–High | High | Awareness–Consideration | | Email Marketing | Tier 1–3 | Low | High | All Stages | | Telemarketing | Tier 1 | Medium | High | Consideration–Decision | | Direct Mail | Tier 1–2 | Medium–High | High | Awareness–Consideration | | Paid Ads | Tier 2–3 | Medium | Medium | Awareness | | Live Events & Meetings | Tier 1 | High | High | Consideration–Decision | | Website Personalization | Tier 1–2 | Medium | High | Consideration–Decision | ## Website personalization as an ABM channel Your website is one of the few channels where you control the entire experience, yet it’s often left out of ABM strategies entirely. Website personalization means changing what a visitor sees based on who they are, not just which page they land on, and it’s quickly becoming one of the most effective ABM channels available. Dynamic CTAs are a simple place to start. Instead of showing every visitor the same call-to-action, you can swap it based on the account’s tier, industry, or stage in the buying process. A Tier 1 healthcare account might see “Talk to our healthcare team,” while an unidentified visitor sees a generic demo request. Account-specific headlines take this further. Using reverse-IP lookup or account-identification tools, you can detect which company a visitor works for and swap your homepage headline to reference their industry, or even their company name directly. Seeing their own industry or business referenced back to them on your homepage makes a strong first impression and shows you understand their specific challenges. For your highest-value Tier 1 accounts, 1:1 landing pages (sometimes called microsites) are worth the extra investment. These are dedicated pages built for a single named account, referencing their business directly and featuring case studies from similar companies. They take more time to build than the other tactics here, but they’re some of the most effective assets in ABM because the account can tell the page was made specifically for them. Website personalization works best when it reflects what a visitor has already seen elsewhere in your campaign. If an account has clicked a LinkedIn ad or opened a personalized email, your website should carry that same message through rather than sending them to a generic homepage. ## Multi-channel ABM orchestration Looking at channels individually only gets you so far. The accounts most likely to convert are usually the ones who’ve interacted with your brand across several channels before a sales conversation even happens, so coordinating those channels across the buyer’s journey matters just as much as choosing the right ones. A typical sequence might start with awareness through a LinkedIn ad or sponsored content, move into consideration through personalized email and direct mail reinforced by website personalization, then bring in sales through telemarketing or an in-person meeting once the account is actively evaluating. Make sure sales and marketing can both see what each target account has already received and engaged with, so outreach feels coordinated rather than repetitive. Use engagement signals, like an account opening several emails in a short period, to flag when it’s the right time for sales to step in. ## How do you measure the success of account-based marketing? Measuring the success of ABM involves a combination of quantitative and qualitative metrics that assess both the efficiency and impact of your efforts. Here are key approaches to measuring your account-based marketing: ### Account engagement Track open and click rates on emails, views/downloads of targeted content, and other engagement metrics to see how your messaging is resonating. Increased engagement over time is what you want to aim for – it shows your ABM strategy is effective. ### Conversions Monitor account conversions like closed deals, expansion within accounts, and renewed contracts. These concrete conversions indicate your ABM focus is successfully bringing in and retaining business from targeted accounts. ### Account penetration Measure the percentage of target accounts where you've established engagement with multiple contacts. This shows your ability to expand relationships within key accounts. ### Revenue Ultimately, revenue [growth](https://www.cmoalliance.com/how-revenue-analytics-can-drive-exponential-growth/), especially from targeted accounts, is a top-level ABM success metric. Track revenue over time from engaged accounts as well as revenue from new versus existing accounts. ### Account retention Account [retention](https://www.cmoalliance.com/how-to-increase-customer-retention-rate-and-boost-customer-loyalty/) and reduced customer churn are great signs your ABM strategy is strengthening existing [customer relationships](https://www.customersuccesscollective.com/what-is-customer-success/). ### Cost efficiency Track marketing costs per account engaged and compare acquisition costs to customer lifetime value. Lower cost X with higher lifetime value indicates efficiency. And, overall, ABM aims to efficiently use your resources. ### Persona engagement See which [buyer personas](https://www.cmoalliance.com/ideal-customer-profile-vs-buyer-personas/) from target accounts are engaging with your content to refine persona profiles and outreach. Remember, though, that [buyer personas](https://www.cmoalliance.com/when-can-personas-fail/) should never remain static – you want these fictional representations of your ideal customers to remain flexible; you should regularly review and update your [buyer personas](https://www.productmarketingalliance.com/your-guide-to-personas/) so they remain relevant and your marketing and sales strategies are consistently effective. By regularly monitoring both marketing engagement metrics and sales conversions and revenue, you can continually refine and improve your ABM strategy over time. The key is choosing metrics aligned with your specific ABM goals. ## Final thoughts Choosing the right channels is one of the hardest challenges in ABM but also one of the most vital. It can make or break your strategy. Ensure you are continually tracking the engagement of your target accounts on each channel to identify the ones that are worth prioritizing. Putting time and effort into making sure you are utilizing the right channels will maximize the overall success of your ABM strategy and increase your visibility to your target audience. ### Scale your brand across teams without losing control URL: https://www.cmoalliance.com/scale-your-brand-across-teams/ Last updated: 2026-10-09T12:59:28.000Z As organizations grow, marketing and communications spread across teams, departments, locations, and business units. That boosts reach and output, but makes it harder to stay consistent and deliver a connected customer experience. So how do you give every team the freedom to move fast without losing control of your brand? In this free live session, Evelyn Borgatta (Senior Director, Global Head of Brand, IMC, & Creative, **Constant Contact**) and Matthew Montoya (Senior Manager, Partner Operations and Success, **Constant Contact**) will show you the right balance between centralized brand control and distributed execution. They'll break down how to set smart guardrails, get visibility across teams, streamline workflows, and empower more people to create and send communications, without turning central marketing into a bottleneck. ## **Insights you'll walk away with:** - **Brand consistency:** Protect brand recognition and the customer experience across every team, location, and touchpoint. - **A unified customer journey:** See how better visibility and coordination across teams, locations, and campaigns create a more connected experience. - **Output without overhead:** Scale marketing by letting distributed teams execute independently, with shared campaigns, templates, and workflows that cut duplicated work. - **Speed with structure:** Combine central strategy and oversight with tools that help distributed teams execute efficiently. ## **This one's for you if:** - Your brand is getting inconsistent as more teams, locations, and business units create their own content. - Customers are experiencing your internal silos through overlapping, conflicting, or disconnected messages. - Central marketing has become the bottleneck for every campaign, fix, and approval. - You need more marketing output but can't add the headcount or overhead to deliver it. ## Meet the experts: **Evelyn Borgatta, Senior Director, Global Head of Brand, IMC, & Creative, Constant Contact** Evelyn is a seasoned global brand leader who specializes in bridging high-level brand strategy with scalable execution. With deep expertise in driving brand equity and customer engagement, she empowers distributed teams, regional offices, and department leads to move fast while protecting and scaling brand consistency. **Matthew Montoya (Senior Manager, Partner Operations and Success, Constant Contact)** Matthew has worked across 46 states and three countries, helping more than 15,000 businesses understand how digital marketing drives growth. Across 25 years in marketing, he's worked on nearly every channel, including print, broadcast, social, web, and email. He's seen it all and had a hand in most of it. ### Taste is the new moat - The CMO’s role in stopping the spread of AI slop URL: https://www.cmoalliance.com/cmos-role-in-stopping-the-spread-of-ai-slop/ Last updated: 2026-10-07T07:09:04.000Z CMOnow is your chance to stream exclusive talks and presentations, hosted by marketing experts and industry leaders. It's a unique opportunity to watch the most sought-after marketing content – ordinarily reserved for CMO Alliance Pro members. Each stream delves deep into a key marketing topic, industry trend, or case study. Simply sign up to watch any of our upcoming live sessions. 🎥 Access exclusive talks and presentations ✅ Develop your understanding of key topics and trends 🗣 Hear from experienced marketing leaders 👨‍💻 Enjoy regular in-depth sessions --- [Sign up now](https://www.linkedin.com/events/7513494095105794048?viewAsMember=true) This session gets into the practical side of AI content that no tool can fix for you. Stefan Maritz shares how his team moved from slow, manual content production to a system where agents handle the repeatable work and people spend their time on strategy and taste. Skip the "replace your team with agents" hype. This is about the bigger shift: how to build a clean knowledge base, who should own it, and why "would I put my name on this?" needs to be the question every piece of content has to answer before it goes out. --- ### You’ll discover: 🎯 Why slop comes from bad inputs and skipped thinking, not from AI itself 🧠 How controlling your knowledge base and tools means controlling your output 🏆 What the CMO has to own to protect quality: championing AI, getting serious about brand, and setting the bar high --- ### Meet the speaker: [Stefan Maritz](https://www.linkedin.com/in/stefan-maritz/) \- Principal AI GTM Engineer (CMO Office), Backbase Stefan is a results-driven, brand-first, content-second V-Shaped marketer who strives to build sustained growth and value through meaningful customer experiences and memorable storytelling. ### What will the best CMOs do differently in 2027? URL: https://www.cmoalliance.com/what-will-the-best-cmos-do-differently-in-2027/ Last updated: 2026-10-06T12:28:21.000Z What does it take to lead a marketing org in 2027? And what will the most successful CMOs do differently to get there? Most in the industry will probably agree that running marketing one channel at a time is as good as dead, AI is radically changing execution, and [search behavior](https://www.cmoalliance.com/understanding-human-search-behavior-patterns/) is changing everything we once knew about SEO. But what should a CMO actually do about it? To find out, we sent the same set of questions to [Donald (Don) Polite](https://www.linkedin.com/in/donaldpolite/), CMO at SKYGEN, and [Bonnie Habyan](https://www.linkedin.com/in/bonnie-habyan/), CMO at X-Caliber, ahead of their panel at the [CMO Summit Chicago](https://events.cmoalliance.com/location/chicago/) (November 17th). They gave us an honest look at what’s working, what’s quietly dying, and what won't survive into next year. Their insights match what dozens of other marketing leaders told us in our [***CMO Insights Report 2026***](https://www.cmoalliance.com/cmo-insights-report-2026/)*,* confirming that the pressure to adapt is happening across the entire industry. So, here’s what the best CMOs are doing differently in 2027. ## **How the role of CMO has changed** The first question we asked was simple: **what's actually changed about being a CMO over the last five years?** Bonnie starts five years back, at the pandemic: > *"Five years ago, CMOs were emerging from the pandemic and navigating an extraordinary digital acceleration."* > *"Digital was no longer simply a channel. It was changing how companies built relationships, generated demand, communicated internally and externally, hosted events, supported sales and managed their brands."* **\- Bonnie Habyan, CMO at X-Caliber** Now that marketing teams have spent years building up those digital capabilities, the test is what they actually do with them. > *"Today, the challenge is to integrate, refine and extract greater business value from those capabilities."* > *"It is no longer enough to adopt more platforms, produce more content or collect more data. We must connect those capabilities into a coherent operating model that improves decision-making, strengthens the customer experience, and contributes measurably to growth."* **\- Bonnie Habyan, CMO at X-Caliber** Don answers the same question from a different angle, framing it around what the job is actually there to do. ![Don quote about the biggest CMO challenge](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/10/Don-quote-1.png) In his view, that shift has pulled the CMO well past brand and demand generation: > *"CMOs are no longer responsible for just brand awareness and demand generation. They are increasingly expected to influence customer experience, revenue growth, digital transformation, data strategy, and AI adoption."* \- **Donald (Don) Polite, CMO at SKYGEN** The last five years have really redefined the scope of the CMO role. There was a time when marketing leaders were judged by the volume of output or the amount of noise their campaigns could create, but that’s changed. Now, it’s more important to connect marketing efforts to [drive measurable business growth](https://www.cmoalliance.com/what-is-growth-marketing/). ## **What the CMO role looks like in 2027** To understand where leaders need to focus their energy today, we asked both CMOs to look ahead and share what they think the CMO role will look like in 2027. They predict something similar, even though they frame it differently. Bonnie expects the CMO to become "*even more of an enterprise operator*," needing "*a deeper understanding of revenue, margins, customer economics, technology, process design and capacity, alongside the traditional strengths of brand strategy, communications and creativity.*" Don reaches the same conclusion from the technologist's side, saying he expects the role to become "*a hybrid of marketer, technologist, and business strategist,*" with AI absorbing tactical execution and leaving the CMO more responsible for guiding "*strategy, governance, and customer-centric innovation*." Companies are already hiring for this hybrid skill set, not just predicting a need for it down the line. The [*CMO Insights Report 2026*](https://www.cmoalliance.com/cmo-insights-report-2026/) found that tech and AI savviness is now the single most valued skill CMOs look for in new hires, named by **72%** of respondents this year, up from just **8%** the year before. This sudden shift matters because it tells us that a permanent change in how marketing organizations deliver value is happening. Up until now, technical skills were treated as specialist capabilities relegated to execution teams or IT partners. In 2027, CMOs who don't understand tech, AI, and systems may get left out of strategy conversations, and their numbers will show it. ## **What’s driving the change** So, why is this shift happening? Don lists a wider set of pressures behind it, stating: > *"AI, the decline of third-party cookies, heightened privacy expectations, increasing competition, fragmented media consumption, and consumers who expect highly personalized experiences while giving brands less attention than ever before."* \- **Donald (Don) Polite, CMO at SKYGEN** Each of those pressures is hard to deal with on its own, and most marketing teams are now facing all of them at the same time. Bonnie focuses on the change from traditional search to AI-generated answers, which she says is "*requiring CMOs to think beyond SEO and embrace answer engine optimization*." That's not a future problem, though, as it’s become the reality for many CMOs today. In fact, one CMO featured in our report claimed that **35%** of his company's leads now arrive through [LLM search](https://www.cmoalliance.com/how-llms-are-reshaping-product-discovery/) instead of a traditional search engine. Search is changing how customers find a brand, but it's not changing who makes the call on strategy. Not one CMO surveyed for the report named strategy or creativity when asked where autonomous AI agents will matter most over the next 18 months. Every answer clustered around reporting, dashboards, and campaign monitoring, which is usually the type of work a junior marketer does, not a CMO. Bonnie says it best: ![Bonnie quote image on how marketing will change in 2027](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/10/Bonnie-quote-1.png) ## **What CMOs will need to be much better at in 2027** If there’s one clear takeaway from both Bonnie and Don, it’s that the [CMO role](https://www.cmoalliance.com/stopping-the-spread-of-ai-slop/) now demands skills well beyond traditional marketing. The skill set required to lead a [marketing function](https://www.cmoalliance.com/how-i-built-an-ai-first-marketing-function/) is expanding. On one side, you have Don's emphasis on execution and alignment. He calls out the operational skills CMOs need to build right now, pointing directly to data, AI, and cross-functional leadership: > "CMOs will need to become significantly more proficient at translating data and AI into business outcomes. That doesn't mean becoming data scientists. It means understanding how to leverage AI responsibly, how to build first-party data strategies, and how to turn customer insights into personalized experiences at scale. Equally important will be change management." - **Don Polite, CMO at SKYGEN** ![Don's quote on successful CMOs in 2027](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/10/Don-quote-2.png) On the other side, Bonnie looks at the full range of skills the modern [marketing leader](https://www.cmoalliance.com/what-marketing-leaders-need-to-master-for-2026-video/) needs. She describes a mix of analytical rigor and human judgment: > *"The CMO of 2027 will need a more comprehensive skill set than perhaps any previous generation of marketing leader. CMOs will need strong left-brain capabilities: financial literacy, data analysis, technology fluency, forecasting, resource allocation, process improvement, and performance measurement. They must be able to interpret what the data is really saying, identify friction in the customer journey, and make disciplined decisions about where to invest. At the same time, right-brain capabilities will become even more valuable.* > *“CMOs must understand human behavior, recognize a compelling idea, tell an authentic story, and build an emotional connection with an audience. As AI makes content easier to produce, judgment, originality, and empathy will become greater differentiators."* **\- Bonnie Habyan, CMO at X-Caliber** She adds that even though the role now covers far more disciplines, no single leader is expected to do it all alone: > *"The role will also require an increasingly broad command of AI, SEO, answer engine optimization, new business development, content scalability, public relations, events, executive visibility, internal and external communications, brand strategy, and sales enablement.* > *“No CMO will personally execute every one of these disciplines. The leadership challenge will be knowing enough to establish the strategy, ask the right questions, integrate the functions, and build a team capable of executing at a high level."* **\- Bonnie Habyan, CMO at X-Caliber** Put both answers together, and the pattern is clear. The CMOs who will do best in 2027 won't stay inside one narrow function. They'll succeed by combining analytical and creative judgment, aligning the rest of the business around one strategy, and turning technology investment into measurable results. ## **What CMOs need to *stop* doing** If you look at how most [marketing teams](https://www.cmoalliance.com/leading-resilient-teams-amid-industry-changes-and-nurturing-trust-before-change-arises/) still spend their time, a lot of it comes down to managing separate channels and launching one-off campaigns. Both Don and Bonnie agree that this way of working will soon be a thing of the past. Don's pretty blunt about how buyer expectations have changed. He points out that *"many CMOs are still overly dependent on campaign-centric marketing and channel-specific optimization"*. By 2027, buyers won't care which team owned a post or which channel a message lived on. *"They will only care about seamless experiences."* Organizations that keep measuring success by campaign performance alone are more likely to struggle. Instead of chasing short-term campaign spikes, Don argues CMOs need to move toward managing the relationship, not the campaign: - Shift focus from isolated campaigns to total customer journey orchestration. - Use first-party data and AI insights to support customers across their entire lifecycle. - Build lasting, [personalized relationships](https://www.cmoalliance.com/personalization-in-marketing-automation/) rather than one-off touchpoints. Bonnie's fix starts with how marketing treats its own expertise. A single conversation with a subject matter expert, in her view, shouldn't produce just one piece of content: > *"A single subject-matter-expert conversation, for example, can produce a long-form video, short-form clips, an article, sales collateral, email content, social posts, media pitches, FAQs and material optimized for both traditional and AI-driven search. That is not simply content repurposing. It is a disciplined approach to capturing institutional knowledge and turning it into a scalable business asset."* **\- Bonnie Habyan, CMO at X-Caliber** ![Bonnie's quote on future of marketing](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/10/Bonnie-quote-2.png) ## **What CMOs should *start* doing before it’s too late** While many marketing teams are hunting for the next ‘big thing’, Bonnie points to something that a lot of companies overlook. She argues that the real secret to scaling impact lies in operational discipline and adapting to how buyers actually discover information today. A brilliant campaign concept is useless if your internal machine stalls on execution: > *"Creative ideas matter, but creativity without a repeatable operating process is difficult to scale. Marketing leaders need to examine how work enters the department, how priorities are established, who owns each decision, where approvals create delays, and how one initiative can produce value across multiple channels."* **\- Bonnie Habyan, CMO at X-Caliber** Second, she highlights a massive shift in online behavior that is already reshaping the digital landscape. The days of simply optimizing for Google's page one search results are behind us: > *"Search is no longer limited to someone entering a keyword and reviewing a page of links. People are increasingly asking AI platforms direct questions and expecting clear, synthesized answers. That means organizations must invest in both search engine optimization and answer engine optimization. They need clear, credible, and well-structured content that answers the questions their customers are actually asking.* > *“The goal is no longer simply to rank. It is to become a trusted source that both people and technology recognize as authoritative."* > *"Pulling this off requires breaking down internal walls. Marketing can’t sit in an isolated bubble trying to figure out Answer Engine Optimization on its own. It demands ongoing, tight alignment with technology, sales, compliance, and in-house experts." *\-* *Bonnie Habyan, CMO at X-Caliber** ### CMOs in 2027 will be judged on more than [brand campaigns](https://www.cmoalliance.com/marketing-campaign-planning-template-framework/). The job now means working across functions, overseeing AI adoption, and managing the customer experience end-to-end. The best CMOs build systems that connect every campaign to a measurable outcome. ## **Don't miss the real conversation in Chicago** Don Polite and Bonnie Habyan are two of the speakers at CMO Summit Chicago this November, where marketing leaders will compare notes on what's actually changing for 2027. If you're figuring out AI adoption, answer engine optimization, and cross-team work on your own, the CMO Summit is where other CMOs are working through the same problems. [**Get your pass for CMO Summit Chicago**](https://events.cmoalliance.com/location/chicago/) to hear from Don, Bonnie, and other CMOs speaking on November 17th. ### Marketing calendar template 2027 URL: https://www.cmoalliance.com/marketing-calendar-template-framework/ Last updated: 2026-10-05T12:02:40.000Z Staying on top of your marketing activities can be overwhelming, especially when juggling multiple campaigns, channels, and deadlines. That’s where our marketing calendar template comes in. This template makes it easy to plan, track, and optimize marketing efforts – all in one place. ## What is a marketing calendar template? A marketing calendar template is a structured tool that helps you map out all your marketing activities over a specific time period. Whether you’re planning [content](https://www.cmoalliance.com/5-content-marketing-trends-in-2025/), [email campaigns](https://www.cmoalliance.com/your-guide-to-b2b-email-marketing/), [social media](https://www.cmoalliance.com/go-viral-your-5-step-human-centered-social-strategy/), PR, or events, this calendar gives you a bird’s-eye view of everything happening in your marketing strategy. This template includes: ✔️ A pre-built calendar format with **weekly breakdowns** ✔️ Sections for **content planning, budget tracking, and key events** ✔️ A **flexible, editable structure** to suit your unique needs With this template, you can **stay organized, align teams, and execute campaigns** with confidence. ## Who is it for? This template is designed for: - **Marketing leaders** who oversee team-wide marketing efforts - **Product marketing managers** who need a centralized view of campaigns across multiple channels - **Content strategists** mapping out blog posts, videos, and lead magnets - **Social media managers** planning posts, ads, and engagement strategies - **Event planners** managing in-person and virtual events Whether you're a solo marketer or part of a larger team, this template helps you stay on track and collaborate seamlessly. ## How to use the template ### Step 1: Make a copy If you're using Google Sheets, go to *File* **\>** *Make a copy* to edit your own version. If you're using Excel, download the file and save it to your preferred location. ### Step 2: Customize it for your needs - Add your campaigns, content, and marketing channels - Update budget estimates vs. actual spend - Mark important holidays and key company events ### Step 3: Keep it updated Regularly update your calendar to ensure everything stays on track. Share it with your team to align efforts and improve collaboration. ## Get your marketing calendar template If you're not already a member, simply sign up for our Insider plan (it's free!) and refresh this page to access your template. ![Marketing calendar 2027](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/10/Marketing-calendar-2027.png) [Marketing calendar template \_ 2027Marketing calendar template \_ 2027.xlsx137 KBdownload-circle](https://www.cmoalliance.com/content/files/2026/10/Marketing-calendar-template-%5F-2027.xlsx "Download") [Marketing calendar template | 2027![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/spreadsheets-2026-v3-df128d1d-ebef-4c6f-bd73-a14994ca575d.ico)Google Docs![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AHkbwyLHQTorMh7-zJuIDRFAZwEMw22A7XEsjbgBqev-3diMjiw5sYWBDNoZIidSLHufuRkd9BwzlfMlA1SFv6tHI0lnVzkKbvpke79hkZLMrFnBMbRLCCk-w1200-h630-p-7ce3ab35-1669-4060-9391-a4fbf6154ae8.png)](https://docs.google.com/spreadsheets/d/13IS1hLjWs9si%5FSEe6ztqvbAyBP78YFSleWie3AeO4NY/edit?usp=sharing) _This post is for subscribers only._ ### Laurence Ewen, Demand Gen Manager at Cvent, on why events are your most underrated marketing asset URL: https://www.cmoalliance.com/why-events-are-your-most-underrated-marketing-asset/ Last updated: 2026-10-02T14:05:30.000Z ****Templates and frameworks to pair with this playbook** - [****Webinar strategy template**](https://www.cmoalliance.com/webinar-strategy-template-framework/) - [****MarTech readiness audit framework**](https://www.cmoalliance.com/martech-readiness-audit-framework/) - [****Zero-based budgeting justification sheet**](https://www.cmoalliance.com/zero-based-budgeting-justification-sheet-framework/) Can you trust what makes you laugh? Can you trust what makes you [emotional](https://www.cmoalliance.com/emotional-marketing-does-it-really-work/), or curious, or genuinely connected to something? Those may sound like strange questions, but for marketers right now, they’re crucial. Think about that moment after you see a heartwarming video of someone's granny on a skateboard, then pause and wonder: "Wait, is this AI-generated?" That creeping uncertainty is showing up everywhere. Misinformation and disinformation are top global concerns, institutional [trust](https://www.cmoalliance.com/trust-is-the-product-what-the-financial-times-gets-right-and-most-cmos-miss/) is at historic lows, and audiences are rightfully skeptical. Without real human touchpoints, there's a ceiling on how much trust you can build. But [events](https://www.cmoalliance.com/live-events-strategic-advantage-ai-driven-world/), done intentionally, can close that gap. In this article, I’ll show you how. Here’s what we’ll cover: - The trust crisis and why digital-only marketing falls short - The event trust stack: a framework for thinking about events as a system - Creating genuine human moments at events - How to create and measure events so they become a revenue driver - Practical first steps for your events strategy ## The trust crisis is real, and it's your problem to solve The World Economic Forum identified misinformation and disinformation as the second most severe short-term global issue in [their research](https://www.weforum.org/publications/global-risks-report-2026/) this year. That puts it above extreme weather events, cyber insecurity, and even state-based armed conflicts. We're operating in a world that's simultaneously high entertainment and low certainty. Audiences are consuming more content than ever, but they're also more skeptical than ever. They're not always sure who's on the other side of a message, what the intent is, or whether what they're seeing is even real. This has a knock-on effect on brand trust. An [Edelman survey](https://www.edelman.com/trust/2025/trust-barometer) found that **61%** of individuals showed moderate or high distrust toward institutions. As marketers, we inherit that problem. Our brands are fragile in this environment, and if we're not actively [building trust](https://www.cmoalliance.com/dont-compete-on-ai-claims-compete-on-trust/), we may be eroding it without realizing. ## The limits of digital-only marketing Most of us are tracking the usual signals: clicks, scrolls, time on page, form fills. Increasingly, we're looking at [answer engine optimization](https://www.cmoalliance.com/evolving-for-answer-engine-optimization/) and trying to understand how buyers find us in an AI-mediated world. These are all useful things to measure, but here's what often gets missed. Digital interactions are, by their nature, low-context. You can have a beautifully designed [customer journey](https://www.cmoalliance.com/why-b2b-marketers-influence-the-customer-journey/), a perfectly sequenced email nurture, a retargeting campaign that follows someone around the internet for weeks. But if that person never encounters a real human from your organization, they start to wonder whether you're genuine. Think of it like dating. If you've only ever communicated with someone online and you've never met them in person, a small part of you starts to question it. Are they who they say they are? Is this real? [Your buyers](https://www.cmoalliance.com/b2b-buyers-are-consumers-too/) go through the same thing. The digital journey can take them a long way, but without a real human touchpoint, there's a ceiling on how much trust you can build. For expert insights like this straight to your inbox twice a month, sign up for Pro+ membership. You'll also get access to a range of certifications, a complimentary Summit ticket, 50+ tried-and-true templates, members-only workshops, and **much* more. So, what are you waiting for? [Fast-track your marketing career ](https://www.cmoalliance.com/pro-plus-membership/?utm%5Fsource=ghost&utm%5Fmedium=resources&utm%5Fcampaign=content) ## Why events are doing more work than most people realize In [research](https://splashthat.com/resources/2025-events-outlook-report-lp) conducted across marketers in North America and Europe, **72%** said events were their most effective channel across the entire marketing mix. Even TikTok, a digital leader, pours a huge amount of money into in-person activations. That makes sense. When someone comes to an [in-person event](https://events.cmoalliance.com/), they've made a real decision. They left their home or their office. They carved time out of a calendar that's already competing with a hundred other priorities. That's a level of intentionality you simply don't get from a click. The same is true for webinars and [virtual events](https://www.cmoalliance.com/events/?filters=Live%20sessions), just at a different scale. Someone blocking out an hour in their diary to attend a live session is still making a meaningful commitment. It's a real touchpoint, not a passive impression. And the trust impact is measurable. In [global research](https://www.cvent.com/en/press-release/event-marketers-are-confident-theyre-building-audience-trust-yet-less-one-third-are) we conducted this year, surveying 900 respondents worldwide, **81%** said that trust increases after just one in-person event. One event. That's a pretty significant return on what many companies still treat as a line item rather than a strategic channel. ## The event trust stack: Thinking about events as a system One of the most useful frameworks I've come across for thinking about this (full credit to our marketing director for putting it together) is what we call the event trust stack. The idea is straightforward. Different types of events serve different roles in [building trust](https://www.cmoalliance.com/from-storytelling-to-trust-how-brands-build-lasting-customer-loyalty/), and they work best when you think of them as a connected system rather than a collection of standalone activities. [![The event trust stack diagram showing four levels of events arranged in a pyramid, from bottom to top: webinars (trust at scale), flagship conferences and trade shows (high impact—strengthens trust), smaller and local events (targeted trust), and 1-to-1 meetings (deep trust). An arrow on the right indicates increasing trust as you move up the stack. Tagline reads: Not all events build trust equally—stack them with intention.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/10/data-src-image-f68c487d-bef8-48f3-aefd-d86255a623aa.png)](https://www.cmoalliance.com/why-events-are-your-most-underrated-marketing-asset) Source: [Cvent](https://www.cvent.com/en/blog/events/event-formats) At the base of the stack, you have [webinars](https://www.cmoalliance.com/webinar-strategy-template-framework/) and virtual events. These give you broad coverage and mass exposure. They're not as intimate as in-person, but they still involve a human voice engaging directly with your audience, which puts them in a fundamentally different category from static content. They're also scalable, which matters when you're trying to reach a large audience consistently. _This post is for paying subscribers only._ ### Marketing's shift to AI ROI and revenue accountability URL: https://www.cmoalliance.com/marketings-shift-to-ai-roi-and-revenue-accountability/ Last updated: 2026-09-30T07:28:49.000Z Marketing has hit a major turning point. Artificial intelligence is nearly universal, buyer journeys are increasingly self-directed, and customer acquisition costs continue to rise. However, marketers have struggled to connect marketing activities to commercial results. Alexander Group’s 2026 Revenue-Ready Marketing Organization Research examines this growing disconnect. Based on input from executives at more than 300 marketing organizations across 11 industries, the research identifies which capabilities separate organizations that contribute meaningfully to revenue from those that are still focused primarily on activity, output, and channel-level performance. A snapshot of the top-level findings: ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/09/data-src-image-7ef6270a-c7a4-4601-b2dc-ec182d10eafa.png) The research findings underscore marketing's expanding mandate: Organizations need to move beyond awareness and lead generation to greater accountability for pipeline, revenue, and growth. This marketing decree comes at an urgent time. Customer acquisition costs have risen 60% to 100% since 2022, while buyers now complete nearly 70% of their evaluation before engaging a seller. Because of this, marketing organizational design has become a commercial imperative that requires closer alignment across marketing, sales and customer success to drive successful business outcomes. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/09/data-src-image-2e0f7e30-c31c-4d3b-b413-e893ccea3720.png) ## **Industry perspectives: Different markets, a common imperative** Although every industry faces different market dynamics and growth challenges, the research reveals that all industries should prioritize strengthening marketing's contribution to revenue. The Alexander Group Marketing Maturity Index evaluates seven industries across [**six capabilities**](https://digitalcontent.alexandergroup.com/briefing-the-revenue-ready-marketing-organization/) and against the best-in-class benchmark of 4.0 to identify where organizations are leading, where they are lagging, and critical gaps they must address. ### **Technology:** ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/09/data-src-image-8c629bb7-d453-4e1c-9fdb-57c1379d5eaa.png) Technology is the most mature sector in the study with a composite Marketing Maturity Index score of 3.1\. Despite leading all industries in AI and technology enablement, channels and demand generation are large opportunity areas that tech CMOs and CROs should strengthen. Only 30% of organizations run advanced demand generation programs, while 80% are increasing budgets and 56% report achieving two times or more in marketing returns. Both of these findings indicate continued pressure to turn innovation into scalable demand and revenue. ### **Business and Financial Services:** ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/09/data-src-image-0ce6a399-e7e8-4b85-8900-72720be8252d.png) Business and financial services ranks 2nd among the seven industries, with a composite maturity score of 2.7\. For this industry, the research identified channels and demand generation as its largest gap. 83% of organizations are increasing marketing budgets for 2026, 92% believe AI drives ROI, and 35% report achieving more than double their returns. However, only 16% operate advanced demand generation programs, highlighting a significant opportunity to strengthen pipeline generation and revenue impact. ### **Media:** ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/09/data-src-image-63a7e7a2-9479-43ab-afad-ffae784daa97.png) Media came in 3rd in the research, with a composite maturity score of 2.6\. While the sector's strength lies in audience engagement and demand generation, data and attribution is the critical gap that organizations need to close. Companies continue to struggle connecting audience behavior and content consumption to business outcomes, even as 32% source more than 40% of pipeline from marketing and 44% have made AI a top three priority for 2026. ### **Healthcare:** ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/09/data-src-image-03849bdc-ab7d-4775-8f78-4b4a0f335cb4.png) Healthcare ranks 4th with a composite maturity score of 2.3\. Even with complex buying committees and regulatory requirements, the sector stands out for relatively strong revenue accountability: 35% sourcing more than 40% of pipeline from marketing, 34% operating advanced demand generation programs, and 54% reporting managed or advanced AI governance frameworks. Yet segmentation is the largest gap that healthcare marketers need to close, because healthcare buying decisions involve diverse stakeholders with distinct priorities. ### **Manufacturing and Distribution:** ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/09/data-src-image-4a633bc8-5d18-4aa2-99c4-f396a00d46aa.png) Manufacturing and distribution rank near the bottom of the maturity index, 5th and 6th, with composite scores of 2.1 and 2.0, respectively. Similarly to healthcare, segmentation is the largest challenge for both sectors. While 70% are increasing marketing budgets and 80% believe AI drives ROI, only 8% operate advanced demand generation programs and just 20% source more than 40% of pipeline from marketing. This underscores the need for more sophisticated targeting and demand generation capabilities. ### **Life Sciences:** ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/09/data-src-image-28287bd7-81ba-4606-ae92-b3f1cea77a36.png) Ranking last for all seven industries is life sciences, with a composite maturity score of 2.0 and segmentation being the most significant area of improvement. By and large, the sector is investing heavily in transformation: 100% of respondents are increasing marketing budgets; 87% believe AI drives ROI, and 29% are running advanced demand generation programs. But with only 5% sourcing more than 40% of pipeline from marketing, the research highlighted a substantial execution gap. *To dive deeper into the research findings and understand how these trends apply to your industry,* [***access Alexander Group's Revenue-Ready Marketing Organization Research***](https://digitalcontent.alexandergroup.com/briefing-the-revenue-ready-marketing-organization/)*.* ## **What this means for CMOs and CROs** Becoming a revenue-ready organization won’t happen through incremental optimization alone. It requires CMOs and CROs to make deliberate choices about structure, accountability, and investment. **First**, leaders should organize around customers and revenue outcomes rather than channels. Demand generation, customer marketing, digital experience, operations, and analytics should share priorities and performance measures. **Second**, AI investments should be managed as a portfolio of business use cases. Each use case should have an owner, expected outcome, governance standard, and measurement plan. **Third**, CMOs and CROs should establish a shared commercial scorecard. While pipeline contribution matters, it should be considered alongside conversion, acquisition cost, sales-cycle velocity, retention, expansion and marketing productivity. **Fourth**, organizations should address capability gaps. Hiring additional channel specialists won’t resolve weaknesses in governance, lifecycle management, revenue analytics, or operating discipline. **Fifth**, leadership teams should recognize there’s a risk in not taking action. Organizations that can't connect marketing investment to business performance may face declining budget confidence, fragmented customer experiences, duplicated technology spending and slower commercial decision-making. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/09/data-src-image-d04772ea-6282-4a63-b603-7615f04cdce7.png) ## **Preparing for 2027 and beyond** Marketing leaders must move beyond activity-based metrics and build organizations that can demonstrate positive business impact. Success will depend on stronger alignment across marketing, sales, and customer success, disciplined AI adoption, and a clear focus on revenue outcomes. To stay competitive, leaders should prioritize: - **Moving AI from adoption to accountability** by tying use cases to measurable business results. - **Strengthening demand generation** through better segmentation, coordinated buyer journeys, and marketing-sales alignment. - **Improving measurement confidence** with shared metrics and trusted attribution. - **Expanding marketing's role across the customer lifecycle**, from acquisition through retention and growth. - **Building revenue-ready organizations** with the governance, talent and operating models needed to drive sustainable growth. Ultimately, the organizations that win will be those that can clearly connect marketing investments to pipeline, revenue and customer value. [**Click here**](https://digitalcontent.alexandergroup.com/briefing-the-revenue-ready-marketing-organization/#call) to benchmark your marketing organization, identify AI and demand generation maturity gaps, prioritize the actions that can accelerate pipeline contribution, and align marketing and sales around ideal growth outcomes. --- **About Kevan Savage:** Kevan Savage is a partner for the Alexander Group. He leads the Marketing practice and is an expert in the Firm’s marketing and digital commercial practices. His areas of focus include marketing and digital strategy, market segmentation and coverage, demand generation and GTM transformations. Kevan is known as a passionate advocate for marketing to build brand, drive sales, and transform the trajectory of companies and markets. Prior to joining Alexander Group, Kevan spent over 20 years leading marketing and digital teams across life sciences, education, software, travel and hospitality, and retail companies. His B2C and B2B experience includes global marketing, brand, product marketing, digital marketing, eBusiness, analytics, digital product management, and marketing operations. ### How I built an AI-first marketing function URL: https://www.cmoalliance.com/how-i-built-an-ai-first-marketing-function/ Last updated: 2026-09-28T10:03:01.000Z Everyone in marketing has an opinion on AI right now, but most of the debate stays at the surface: which tool to buy, which prompt to try. I think the meaningful line is between companies that are AI-enabled and companies that are AI-first, and most of us are still on the wrong side of it without realizing it. I'm VP of Marketing at ReBiz, a marketing and analytics platform for multi-unit retailers across wireless, mattress, jewelry, car wash, and more. Before that, I spent close to a decade running marketing for AI-driven SaaS companies serving enterprise procurement teams, health systems, and food service chains. Every one of those roles came back to the same question: *how do you build a marketing function that runs on AI?* > *(You can listen to Benjamin's episode on our podcast, CMO Convo,* [*right here*](https://open.spotify.com/episode/4xG8BdyQBcyoyzgZeuTAJe)*, watch the video version below or continue reading this episode in blog format)* ## **AI-first vs. AI-enabled** These two terms get used loosely, so here's how I define them. **AI-enabled** is a bolt-on. You're using ChatGPT with some prompts, or a few [agentic workflows](https://www.cmoalliance.com/agentic-ai-workflows-for-b2b-marketing/) built natively in Claude or another platform, but AI sits as an accessory to how your team works rather than at the center of it. If you've been running a business for years or decades and AI showed up in 2021, AI-enabled is a perfectly fine place to be right now, and honestly a bare minimum. **AI-first** means embedding AI at the core of your go-to-market. If you pulled AI out entirely, your marketing function would look completely different. That means central reference documents that run your marketing: - Your [brand narrative](https://www.cmoalliance.com/how-to-create-brand-narratives-that-resonate-with-your-audience-2/) living in an always-on file - Your content strategy in another set of files - Your [marketing operations](https://www.cmoalliance.com/marketing-operations-in-product-marketing-strategy/) running through agentic workflows rather than static tools There's a real difference between HubSpot running lead routing on its own and a native AI workflow directing HubSpot on what to do next. AI-first is the DNA. AI-enabled is the bolt-on. ## **What does an AI-first tech stack look like?** I get asked about the ideal marketing tech stack constantly, in CMO communities including [CMO Alliance](https://www.cmoalliance.com/join-the-community/). My answer is minimalist: consolidate as much as you can. If I had to name one platform, it's Claude. That's what I use to build my AI-first marketing engine. I'll put it the way I put it on the podcast: "I would think of Claude as if you're running errands and you're shopping. Claude is the Amazon or the Costco of your list." You go there, and it handles nearly everything on it. A lot of the niche AI tools out there are really just packaged solutions for problems that basic prompt engineering and workflow setup inside Claude or ChatGPT would already solve, and those niche tools add up fast in cost, individually and especially combined. If you're weighing build versus buy, then upskilling yourself is worth it. Skip it, and your skill set as a marketing leader stays limited long-term. If you're genuinely constrained and need to ship right now, a bolt-on tool can carry you for a while. The goal is still to consolidate and build a team that can use the core tools well. [What world-class B2B marketing leadership looks like todayThe CMO role has shifted beyond campaigns. Benjamin Brown, Fractional CMO, explains what world-class B2B marketing leadership demands in 2026.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--32757e87-e11c-4c8e-bef8-b85572aa135a.png)CMO AllianceBenjamin Brown![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/What-world-class-B2B-marketing-leadership-looks-like-today------Benjamin-Brown-1-b05e2c34-8300-48ce-99a9-6331616c6b50.png)](https://www.cmoalliance.com/what-world-class-b2b-marketing-leadership-looks-like-today/) ## **Where do you start if you're building from scratch?** Inside Claude, you build skills, which are plain-text files that train the tool to do a specific task to your standard. Setting up an AI-first marketing engine isn't structurally different from setting up marketing at any company. You still need to understand your brand narrative, your value proposition, and your ICP, and how they connect. What's changed is how fast you can get there. Getting there means talking to everyone: company leadership, sales (what are they seeing in the field), customer success (what are customers saying), and customers directly. All of that information goes into one central brand narrative document, a long file that's always on and always referenced. Everything else you build depends on it. In practice, it's a summary of transcripts, notes, and existing assets combined into one core reference document for the company. From there, you build a style guide (voice, written style) and a visual guide (imagery for ads, social posts, blog covers, slide decks). These used to be nice-to-have assets that sat in a drive somewhere and got ignored by freelance writers. Now they're always-on skills that AI references for every piece of content you produce, from a single email to a 40-page white paper. AI won't replace your design team. It can get a design most of the way there so people spend less time building from scratch and more time finishing it. Then there's [product messaging](https://www.cmoalliance.com/product-messaging-framework-template/): a narrative for each product you sell, your brand narrative applied at the product level, and what lets product marketing scale. None of these are static documents. Your company changes, the market changes, competitors rise and fall. These assets need to evolve at the same pace as the rest of your go-to-market, or they stop being useful. ## **How do you shift your team's mindset?** [Change management](https://www.cmoalliance.com/change-management/) has been the biggest obstacle in every AI rollout I've been part of, whether I was selling the product or adopting it internally. Every customer's underlying worry is adoption and whether their team will actually use it. My honest answer, every time, is that AI is meant to increase your impact and your output, not replace you. If AI can easily do your job, that's a signal to upskill and become a better contributor. That has to be the starting point, and it has to be genuine. Any underlying motive shows up in how you talk about it, and people pick up on it. I'll set aside the bigger debate about AI and headcount, which plenty of people, myself included, have strong opinions on. What matters here is giving your team security first, then setting goals and a timeline. Most people who've been in the workforce a while never had formal AI training, because it didn't exist yet when they were in school. As I said on the podcast: "*AI is a race car, and great drivers obviously need training on how to operate that race car.*" So train them: YouTube, community forums and threads, outside consultants, whatever gets the job done. Give people room to fail and experiment, and let them share both wins and misses with the group. This is a process, not something that happens overnight, but the team is accountable for learning it over time. Start from the AI outputs you actually want to produce, and let the skill-building follow from there. [11 AI agents that are changing the game for marketing teamsMost teams use AI for speed. The best use it for impact. Here are 11 agents transforming how high-performing marketing teams operate.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--758d400f-6cfd-4c0e-b468-b90c5abf3cfa.png)CMO AllianceBenjamin Brown![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/11-AI-agents-that-are-changing-the-game-for-marketing-teams------Benjamin-Brown-8572a95c-5ef4-4303-8f9b-e3bd15517a24.png)](https://www.cmoalliance.com/11-ai-agents-changing-the-game-for-marketing-teams/) ## **Where does human judgment stay nonnegotiable?** [Storytelling](https://www.cmoalliance.com/from-storytelling-to-trust-how-brands-build-lasting-customer-loyalty/) is what got me into marketing in the first place, and it's still the clearest example of where AI hits a limit. AI can help with a lot, but it can't tell a company's story on its own, not in a way that reaches people from the heart. A person still has to lead that process. AI can help with execution. The storytelling is why the rest of us are here. Human in the loop means having a person review some or all of an AI output before it goes out, for quality control, reliability, security, or compliance. Every customer I've sold AI to has been more comfortable once that piece was in place, and the same holds inside a marketing team. A simple version: AI drafts a blog post, a person edits it before it publishes, instead of an agentic workflow that drafts and publishes with nobody looking at it first. At ReBiz, this shows up in what we call supervised AI. Our system can flag something happening in a store, potential theft, for example, and a person reviews the footage before it ever reaches a store manager. A false positive there could mean an unnecessary call to the police or an unnecessary termination. That review step cuts down on costly, consequential mistakes. [Brand strategy](https://www.cmoalliance.com/how-brand-guides-strategy-in-times-of-change-video/) and vision are hard for AI to build on its own, even with every competitor report and market analysis fed into it. It doesn't have eyes and ears in the field, and it can't make the creative judgment calls a person can. Someone has to start the loop, trigger it, and take responsibility for the story and the budget behind it. Some brands run marketing entirely on AI, usually because there's no budget for a team. If it's AI or nothing, take the AI. But AI works from its existing dataset. There's no new information in what it produces, and it defaults to certain patterns. That's part of why an AI-built website is often easy to spot, the same way people have gotten tired of copy full of em dashes and short, choppy sentences. People call that AI slop, and the human in the loop is what keeps your go-to-market out of it. Skip that step, and it gets hard to grow, or even hold onto, a brand people trust. This conversation would have looked completely different six months ago, maybe even six weeks ago. Things are moving fast, and the job for a marketing leader is to stay close to where AI is heading without feeling pressured to adopt everything at once. What makes a marketing function work hasn't changed in the age of AI. What's changed is how you use it to run that function at *scale*. ### CMO Summit San Francisco, September 2026 URL: https://www.cmoalliance.com/cmo-summit-san-francisco-september-2026/ Last updated: 2026-09-30T09:23:23.000Z Catch up on all the sessions from CMO Summit San Francisco September 2026. _This post is for paying subscribers only._ ### Zero-party data vs. first-party data, and why the difference matters URL: https://www.cmoalliance.com/zero-party-data-vs-first-party-data-and-why-the-difference-matters/ Last updated: 2026-09-24T14:15:04.000Z Zero-party data is information a customer volunteers on purpose, like their email frequency preference or their date of birth. First-party data is what you learn by watching what they actually do on your site, app, or in your inbox. The easiest way to differentiate between the two is to think of one as the data purposely given to you, while the other is data you got from observation. Most marketing teams are drowning in data, but starving for the *right* kind. You've probably got pixels tracking clicks, cookies logging pages, CRMs full of purchase history, and yet, *none* of that tells you what a customer actually wants. It just tells you what they did. Zero-party data and first-party data get lumped together a lot, but they’re not the same thing. They’re collected and used differently, which means mixing them up costs you the thing both are supposed to earn: *trust*. Here's the difference between zero-party data and first-party data, why each matters, and how the two work together. ### **Zero-party data vs. first-party data: comparison chart** | | Zero-party data | First-party data | | ------------------ | ------------------------------------------------------ | ----------------------------------------------------------- | | Definition | Shared intentionally and directly by the customer | Collected from a customer's actions and behavior | | How it's collected | Surveys, quizzes, preference centers, account settings | Website analytics, purchase history, app usage, CRM records | | Example | "I prefer email over text messages" | Opened 4 emails, bought twice in the last 30 days | | Customer effort | Requires active participation | Passive, collected automatically | | Best used for | Personalizing to stated preference and intent | Personalizing to demonstrated behavior | ## **What is zero-party data?** Zero-party data is anything a customer tells you on purpose. You didn’t have to track anything or depend on your best guessing skills to get the data. The customer intentionally shared it with you when they filled in your form, tapped a button, or answered a question, etc. *That’s* zero-party data, and it’s useful because it delivers explicit consent and higher accuracy *without* privacy concerns. ### **Why it matters** A cookie can tell you someone viewed your web page, but it won’t tell you the viewer’s personal preferences or give you the ‘story behind the click’. Zero-party data can close that gap. It also sidesteps most privacy concerns entirely, since the customer chose to share the data and knows exactly why they did so. That matters more every year. In fact, [48% of consumers](https://www.demandlocal.com/blog/zero-party-data-collection-statistics/) say they feel more comfortable with brands that collect data this way, because there's nothing hidden about it. ### **How it's used** Teams plug zero-party data straight into [personalization](https://www.cmoalliance.com/personalization-in-marketing-automation/) and use stated preferences to help shape what a customer sees and *when*. Some examples of using zero-party data in this way include: - **Email cadence**: sending weekly instead of daily because that's what the customer actually picked in a preference centre. - **Content matching**: showing running gear instead of hiking gear because someone said their goal is training for a race. - **Birthday and milestone triggers**: sending an offer on the real date, not a guessed one. - **Onboarding**: skipping questions a quiz already answered, instead of asking again a week later. - **Sizing and fit**: recommending the right size because the customer told you, not because a return history implied it. - **Category and lifestyle filtering:** automatically suppressing irrelevant products (like hiding non-vegan items) based on explicitly declared dietary restrictions. - **Budget tiering:** tailoring featured product recommendations to fit the exact price threshold a customer specified in a preference quiz. Using [zero-party data](https://www.cmoalliance.com/zero-party-data-vs-first-party-data/) across these types of touchpoints replaces behavioral guesswork with explicit customer direction. Doing this helps to make sure each interaction you have with a customer feels tailored, relevant, and earned. ### **Benefits of zero-party data** Zero-party data pays off in ways that build on each other. Some of the main benefits revolve around its accuracy and ability to convert browsers into buyers by giving them exactly what they ask for. More specifically, though, the best reasons to use zero-party data include: - **Better trust:** People are more likely to share information with you when they know how you’ll use it. - **Higher accuracy:** It comes straight from the source, not an inference. - **Fewer returned items:** When buyers tell you their exact size, fit, or style, they get the right product the first time. - **Stronger loyalty:** Customers stay with brands that listen to them and remember what they like. - **Cheaper ad costs:** You spend less money on ads because you stop guessing what people want and show them the right offers at the right time. - **Clearer marketing plans:** Knowing your shoppers' actual goals helps you make smarter choices about what products to build and sell. - **Privacy peace of mind:** It holds up as rules tighten, since you're not relying on tracking that regulators or browsers might restrict next. - **Higher-converting:** Campaigns built around collecting it, like quizzes or preference surveys, see an average [61% conversion rate](https://www.demandlocal.com/blog/zero-party-data-collection-statistics/). ### **How to collect zero-party data** Collecting zero-party data is about being intentional with what you want and *asking* for it. That's really the whole point. Some methods that work great include interactive quizzes ("find your skin type"), preference centres where customers set their own [email frequency](https://www.cmoalliance.com/what-types-of-email-campaigns-are-your-competitors-running/) and topics, short surveys, and polls dropped into a newsletter or checkout flow. Your main obstacle will be convincing customers to share zero-party data with you. They probably won’t be too thrilled about doing that if there’s nothing in it for them. So, make sure they’re aware of how sharing it will benefit them, whether that’s with a more relevant experience or even some type of reward. It’s also important to make your questions relevant to help make customers feel more connected and willing to respond. Don’t bombard them with questions that feel intrusive, take too much time, or have nothing to do with what they came to buy. And remember to be transparent. Give them clear context about why your brand is collecting the information. Doing this will help reduce any hesitation they may have. A few practical examples of methods to collect zero-party data include: - Website sign-up forms - Post-purchase surveys - Event forms - Product quizzes - Interactive polls - Onboarding forms - Customer preference profiles …and many more, but these are a good place to start. [Pipeline marketing: How to make marketing accountable for revenue80% of CEOs don’t trust their CMO’s results. Here’s the pipeline marketing framework that ties marketing directly to revenue in 5 practical steps.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--04fd683a-e087-4005-a7ea-82cbb5625219.png)CMO AllianceAlexander Turchinovich![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--2---1--06a01ebb-7afd-4eaf-8892-043e4e7681f7.png)](https://www.cmoalliance.com/pipeline-marketing-how-to-make-marketing-accountable-for-revenue/) ## **What is first-party data?** First-party data is what you collect by watching, not asking. It's built from a customer's actual behavior on your own channels, such as what they clicked, bought, browsed, opened, or abandoned in a cart. Nobody volunteers this the way they volunteer zero-party data. You gather it because they interact with something you own, whether that's your site, your app, your point of sale, or your email list. ### **Why first-party data matters** First-party data matters because it shows you exactly how your actual customers interact with your brand, helping you [build better relationships](https://www.cmoalliance.com/the-relationship-is-the-strategy-a-marketing-leaders-guide-to-working-with-sales/) without relying on outside trackers. Marketers who lean on borrowed, third-party tracking are building on rented ground that keeps shifting under them. First-party data is the one asset you actually own. Nobody can deprecate it, restrict it in a platform update, or change the rules on you overnight. First-party data is also getting more valuable to marketers. This is mainly because alternative options keep getting smaller. Google backed off its plan to kill third-party cookies in Chrome (it scrapped the 2025 deadline back in July 2024 and shifted toward a browser-level opt-in instead), but the direction of travel across the industry hasn't gone away. Safari and Firefox already block third-party cookies by default, and Apple's App Tracking Transparency cut off a huge chunk of mobile ad tracking outright[ (*source: CookieYes, 2026)*](https://www.cookieyes.com/blog/google-cookie-deprecation/). ### **How is first-party data used?** First-party data drives modern marketing because it builds every action on what a customer actually did. By paying attention to real behavior, brands can send friendly check-in emails after 60 days of inactivity, show reminder ads for items left in a cart, and notice when someone stops logging in so they can step in before the customer leaves. That same activity feeds into customer profiles (combining site visits, purchases, and support chats into one clear picture), which then helps brands find new shoppers who act just like their best ones. ### **Main benefits** First-party data helps you to build better relationships with customers by using facts instead of guesses. Because this information comes straight from your own customers' actions, it offers several key benefits for your business. - **Owned outright.** Nobody can regulate it out from under you the way third-party cookies get squeezed. - **Specific to you.** It reflects real behavior with your product, not generic web-wide tracking. - **Compounding.** The longer someone's a customer, the richer this dataset gets. - **Revenue-driving.** Brands growing their first-party datasets jumped from [41% to 71% in two years](https://www.omnibound.ai/blog/first-party-data-statistics), and orgs that lean into it see a 2.9x revenue lift. - **Lower costs.** You do not have to pay middleman data brokers to learn about your audience. - **Stronger loyalty.** Understanding what your current shoppers like helps you keep them happy so they stay with your brand longer. ### **How to collect first-party data** Collecting first-party data involves creating ‘digital touchpoints’ across channels you own that capture customer activity as it happens. The process starts where your audience interacts with your brand. This could be your company’s website, a mobile app, an email campaign, and so on. Whatever the case, you’ll need to make sure the proper analytics tools, CRM tracking, and account setup flows are in place. Once that’s sorted, you can begin recording explicit interactions your audience and customers have with your brand (account registrations, newsletter sign-ups, content downloads, etc.). As visitors navigate these platforms, you record the data by unifying these touchpoints into a central database like a Customer Data Platform (CDP). From there, you update each individual's behavioral profile in real time while maintaining clear consent and privacy standards. It sounds like a lot of work, but the systems and tools you have in place will help do a great deal of the work for you. Some specific examples of ways to collect first-party data include: - Website and app analytics - Purchase and transaction history - Email [engagement](https://www.cmoalliance.com/event-driven-marketing-turning-attendee-engagement-into-revenue/) - Loyalty program activity - CRM and sales records - Product usage data - Point-of-sale data - Social engagement on owned channels - Webinar and event attendance [Scale startups from incubators to enterprise acquisitionsNo single marketing playbook survives every stage of startup growth. Learn what changes (and what doesn’t) as you scale from incubator to enterprise.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--f841b74b-a345-4743-a14d-b26c2f75ef0a.png)CMO AlliancePallavi Shrivastava![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/incubator-to-enterprise-b0809964-5e51-4b5f-ace5-e5d367d0cbad.png)](https://www.cmoalliance.com/marketing-scale-startups-incubators-to-enterprise-acquisitions/) ## **How first-party and zero-party data work together** On their own, each data type has a blind spot. First-party data shows you what someone did but not *why* they did it. When you use zero-party data, though, you’ll find out what someone wants but not always what they'll actually do about it. The good news is that you can make the two work together to get the complete picture. This involves using zero-party data to learn their intentions and first-party data to see if they follow through. For example, a prospect fills out a form saying they're evaluating new tools because their team is scaling past 50 seats and procurement wants a security review before Q1\. That's zero-party data because you’re given their intent, timeline, and blockers, in their own words. Over the next few weeks, your first-party data shows they've opened the pricing page four times, downloaded the security whitepaper, and had two colleagues register for the same webinar. Intent plus behavior tells sales *exactly* when to call and exactly what to lead with. You can then skip the generic pitch and go straight to the security review they already flagged. That's the pairing at work: intent you can trust, backed by behavior that proves it's real. ## **Second-party data: the one everyone forgets** Second-party data is someone else's first-party data that’s been shared with you directly. In the real world, this might look like a hotel chain partnering with an airline to swap customer insights. They aren't competitors, but they share the same target audience. Both companies benefit from access to high-quality, trusted data that expands their reach and enriches their customer profiles without relying on shady third-party trackers. Second-party data is getting more popular in recent years. This is likely due to third-party [data sources](https://www.cmoalliance.com/why-marketing-needs-better-data/) shrinking, leaving marketers in need to scale but without the privacy exposure of buying from data brokers. Second-party partnerships and data clean rooms (secure environments where two companies can match audiences without either seeing the other's raw customer list) are becoming a standard way to extend reach while keeping full control of who sees what. ## **Conclusion** Every customer gives you two kinds of proof. Some of it is handed directly to you, such as a stated goal, a clothing size, or a birthday. Some of it, like a page revisit or an abandoned cart, is left behind without a thought. Together, they tell you what someone wants and whether they actually mean it. The brands making the most of both zero-party data and first-party data are the ones who are asking better questions, listening to the answers, and then checking those answers against what people do next. Our advice is to start small. Add one preference question to your next form and then pull up your last 10 customers and check whether your emails, offers, and follow-ups actually reflect what they already told you. If they don't, that gap is where next quarter's growth is sitting. ### Marketing experiment tracker URL: https://www.cmoalliance.com/marketing-experiment-tracker-framework/ Last updated: 2026-09-21T12:00:47.000Z Good marketing teams run experiments. Great ones learn from them systematically. This template gives your team a single place to log, track, and review every marketing experiment – from A/B tests and channel pilots to CRO tweaks and creative trials – so nothing gets lost and every test moves you forward. ## What is a marketing experiment tracker template? A marketing experiment tracker template is a structured spreadsheet for logging and managing your team's experiments in one place. For each test, it captures the hypothesis, owner, channel, timeline, target outcome, and result, along with a verdict and next action to keep momentum going. Over time, it builds into a shared knowledge base of what's worked, what hasn't, and what's worth trying next, so your team can [make decisions based on evidence](https://www.cmoalliance.com/how-to-optimize-the-growth-marketing-funnel-with-data/), not instinct. ## Who is it for? This template is for marketing leaders and their teams who want to build a more intentional, [data-driven](https://www.cmoalliance.com/how-you-can-go-from-data-driven-to-data-informed-2/) culture of experimentation. It's useful whether you're running a handful of tests a quarter or managing a high-volume testing program across multiple channels. It's especially valuable if you've found that experiment results tend to live in individual inboxes or get forgotten between campaigns. This template keeps everything visible, accountable, and easy to act on. ## How to use the template Add a new row every time you kick off an experiment, whether it's a major campaign test or a small creative tweak. The key is to fill it in at the start, not just when results come in; capturing your hypothesis and target outcome upfront is what makes the learning meaningful. Once a test wraps, log the result honestly, including inconclusive or negative outcomes. Then use the next action column to decide whether to scale, iterate, or move on. Review the tracker as a team on a regular cadence so it stays a live working document rather than something that gets filled in and forgotten. ## Get your marketing experiment tracker ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/08/Marketing-experiment-tracker-1.png) [Marketing experiment trackerMarketing experiment tracker.xlsx126 KBdownload-circle](https://www.cmoalliance.com/content/files/2026/08/Marketing-experiment-tracker.xlsx "Download") [Marketing experiment tracker![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/spreadsheets-2026-v3-98329a9f-cc21-4567-82de-8232867e6be8.ico)Google Docs![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AHkbwyIYGW3T8AlYT_r6hhewC4RIMGoV38hEC1bfnFPlovLSkzWtR8znsrlvqj28dsWtP07Hwoo9ruU_JKMiqrD9QnYYwP1oVeh2KvEr8BKlUDzw4TmB2RHQ-w1200-h630-p-2b7fcbc5-4577-49da-ba0c-ccea1b4ff239)](https://docs.google.com/spreadsheets/d/1P5yC4Oi3WbRt2on9PBeTrhQXm10zJhq0o-WHaC1Y4BU/edit?usp=sharing) _This post is for subscribers on the Exec+ membership tier only._ ### Pipeline marketing: How to make marketing accountable for revenue URL: https://www.cmoalliance.com/pipeline-marketing-how-to-make-marketing-accountable-for-revenue/ Last updated: 2026-10-01T08:32:09.000Z Roughly 80% of CEOs don't really trust their CMO or, at least, they're not impressed by their results, says the [Harvard Business Review study](https://hbr.org/2017/07/why-cmos-never-last) by Kimberly Whitler and Neil Morgan. The disappointment comes not from marketers being bad at what they do. The thing is that marketing is being held responsible for revenue it only partly controls. I've spent the last several years [building marketing teams](https://www.cmoalliance.com/how-will-marketing-teams-change-within-the-next-five-years/) for edtech products, fintech platforms, and startups that began on Telegram. In every case, teams with real budget and authority focused on measurable results rather than polished creative. Driving revenue is their top priority. Brand building, content strategy, and promo campaigns come in second. That’s the core of pipeline marketing. It’s an operating model instead of a simple tactic. ## **Numbers problem** Researchers call this the asymmetry of influence. Marketing depends on sales, product, and customer success, but those teams can operate without marketing. Consequently, marketing takes the blame when revenue misses targets. Holding marketing accountable for revenue requires granting it control. True accountability requires budget authority, full data access, and power over pricing and packaging. Without these, accountability creates a scapegoat rather than results. ## **Expectations vs. reality** The biggest headache for marketing leaders today remains proving their work actually makes money. At the same time, resources are not following suit. According to [Gartner's 2025 CMO Spend Survey](https://www.gartner.com/en/newsroom/press-releases/2025-05-12-gartner-2025-cmo-spend-survey-reveals-marketing-budgets-have-flatlined-at-seven-percent-of-overall-company-revenue), marketing budgets are sitting at about 7.7 percent of total company revenue. That number has been completely flat for two years in a row. I’ve witnessed this myself. When you’re in a room with a lot of skeptical buyers from spaces like personal finance or trading, it doesn’t matter how great your campaign is if you don’t show them specific metrics that leadership can act on. While working with a digital education business in the trading space, I faced exactly this problem as we prepared to scale customer acquisition. Before increasing spend, I secured access to the company’s financial analytics, combined customer interviews with funnel data, and built a testing roadmap with clear ROI thresholds and budget limits for each experiment. This gave the team a practical way to decide which channels, offers, and messages justified further investment based on their economics. That’s why the real challenge is figuring out what daily operations actually need to change to make that work. Here are four principles I apply (and you can too) to make marketing generate real money. [What zero-click search is doing to your pipelineIs your brand invisible to AI? Learn why traditional SEO tactics are failing and how to build citation-worthy content that AI search engines trust.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--3e404087-e0ac-468a-91d4-27ac8b86207d.png)CMO AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/zero-click-search--1--fe8d4b36-74e8-49df-8a6b-9ed1948dda82.png)](https://www.cmoalliance.com/what-zero-click-search-is-doing-to-your-pipeline/) ## **How to make marketing accountable (in 5 steps)** ### 1\. Set the revenue target before spending the budget Most marketing plans work backwards by spending first and reporting later. [Pipeline marketing](https://www.cmoalliance.com/the-winnability-gap/) flips that order. Before scaling any spend, try to run a short test with a strict return target agreed upon in advance. Don’t calculate metrics afterward to make results look favorable. I used the same approach when launching new education products. Each product had its own offer, positioning, [acquisition strategy](https://www.cmoalliance.com/customer-acquisition-strategy-template-framework/), funnel, pricing, and launch plan. Rather than treating marketing as a permanent spend category, I treated every launch as a commercial test with a defined path to revenue. That made it possible to decide early which offers and acquisition channels were worth scaling and which needed to be changed. Before your next budget cycle, ask sales and finance to sign off in writing on expected returns. Do this before you launch. If nobody wants to commit to a number, nobody truly believes the spend will work. ### 2\. Require complete access to the data You can't be responsible for numbers you can’t see. When I took responsibility for growth, one of the first things I pushed for was direct access to financial and attribution data. I wanted to understand which campaigns were producing paying customers, not simply which ones were producing clicks or leads. In one of the products I worked on, we built the commercial system around full-funnel visibility. We tracked the journey from acquisition and lead generation through qualification, payments, and revenue. This made it possible to connect marketing activity to actual business outcomes rather than relying on disconnected channel reports. This also exposed a common problem: marketing teams are often given revenue targets while being shown only the part of the funnel they directly control. The point is to make sure the person accountable for growth can actually trace a marketing decision to a business outcome. ### 3\. Treat positioning as part of the revenue pipeline Sometimes the problem can be the message. In a crowded trading education market, one of the products I worked on deliberately moved away from the usual positioning. Instead of relying on the aggressive, aspirational messaging common in the category, we built the positioning around transparency, facts, and a more authentic communication style. The goal was to attract a different type of customer who was more deliberate about the product and more aligned with its value proposition. That positioning then fed directly into the acquisition strategy and commercial results. Don't separate [brand strategy](https://www.cmoalliance.com/top-strategies-for-creating-a-standout-brand-in-2025/) from pipeline strategy. Your positioning determines who enters the funnel, what they expect when they enter it, and how likely they are to convert. A campaign can generate thousands of leads and still damage the pipeline if it attracts the wrong audience. ### 4\. Own what happens after the sale The sales funnel doesn't end when someone hits the buy button. When I built digital learning products, the experience continued well beyond acquisition and checkout. The platforms included structured learning paths, progress tracking, assignments, mentor interaction, live sessions, and community features. I treated those parts of the product as connected to the commercial system, because the value promised by marketing had to be delivered after the sale. We also experimented with referral and community mechanics designed to turn existing users into another source of acquisition. That creates a much more powerful growth loop than simply paying for the next click. If customers disengage after purchase, fail to complete the product, or never become advocates, that information belongs in the growth conversation. Marketing should understand how those functions affect the economics of the pipeline. Look closely at where your official sales funnel stops compared to where the real customer experience continues with onboarding, support, and renewals. ### 5\. Make revenue visible every day You don't need fancy tools. Pick four or five metrics your finance team actually cares about and check them daily. I used the same operating principle across different product launches: connect marketing activity to an explicit commercial target and monitor the numbers throughout the launch, not after it. For a trading education platform, for example, that meant tracking leads, payments, conversion by funnel stage and actual sales against the plan. For a financial education product entering a new market, it meant building the [acquisition strategy](https://www.cmoalliance.com/customer-acquisition-strategy-template-framework/) around the audience, the local market context and the path from first contact to purchase. Daily visibility also changes team behaviour. When everyone can see the gap between plan and reality, small issues become actionable. The point is not the sophistication of the spreadsheet. It is the speed of feedback that allows you to adjust your performance today. ## **When the change comes** Making marketing accountable for revenue relies entirely on authority. The teams that pull this off set clear targets before spending money, demand unrestricted data access, and measure success using the exact language their finance team uses. Everything else is just decoration. --- ### About the author Alexander Turchinovich is a serial founder and growth-marketing specialist who has built and scaled five EdTech ventures since 2019, growing their communities and course platforms to over 1 million users combined. He previously co-founded Event Horizon, a decentralized exchange on its own L2 Rollup within the OP-Stack Superchain, where his marketing-driven approach helped attract 170,000 users before the product even reached MVP. With executive roles spanning CEO, Founder, and CMO across Web3 and education-technology companies, Alexander has repeatedly proven his ability to turn early-stage ideas into fast-growing, community-powered brands. ### Google's Sanmay Shivaadekar on the metrics lying to your dashboard (and the fix) URL: https://www.cmoalliance.com/the-metrics-lying-to-your-dashboard-and-the-fix/ Last updated: 2026-09-18T15:00:47.000Z ****Templates and frameworks to pair with this playbook** - [****MRR growth checklist**](https://www.cmoalliance.com/monthly-recurring-revenue-mrr-checklist-framework-2/) - [****Segment sentiment audit checklist**](https://www.cmoalliance.com/segment-sentiment-audit-checklist-framework/) - [****Pipeline confidence forecast template**](https://www.cmoalliance.com/pipeline-confidence-forecast-template-framework/) I have a confession to make: I got really good at building something that didn't matter. I've sat in rooms presenting beautiful charts, with green lines trending up and to the right. I’ve led QBRs where everyone nods along, and leadership leaves feeling great about the quarter. We'd walk out, grab lunch, and forget the whole thing. In those scenarios, the numbers were true. The [growth](https://www.cmoalliance.com/b2b-growth-hacking-strategies-for-marketing-leaders/) was real. But the story those numbers were telling? Fiction. Comfortable, dashboard-friendly fiction. That's what I want to explore in this article. Many of us have fallen into the same habit. We've gotten very good at measuring motion, and we've convinced ourselves that motion is the same as momentum. It isn't. Think about a hamster on a wheel. It’s racking up an impressive RPM and going absolutely nowhere. A lot of the sales and marketing processes I see today look exactly like that. We've spent years perfecting the wheel, analyzing it, and putting sensors on it. Some of us have entire Slack channels dedicated to discussing wheel velocity with genuine passion. I’m here to propose that we get off the wheel. ## The three metrics that are quietly misleading you There are probably three [metrics](https://www.cmoalliance.com/measuring-success-growth-marketing-strategies/) sitting on your dashboard right now that you checked this morning as part of your routine. They give you some information, sure. However, that information may be actively misleading. ### Misleading metric #1: Marketing qualified leads (MQLs) The MQL. Our most beloved metric, and the one that has launched a thousand arguments between [sales and marketing](https://www.cmoalliance.com/sales-and-marketing-alignment-boosts-revenue-generation/). Here's the reality of what an MQL measures: someone downloaded a white paper. Someone entered a work email, which, if we're being honest, might be the spam address they use for everything they don't actually want to read. And we call that “qualified”. Qualified by what standard, exactly? All we really know at that point is that this person is interested in free content. If I downloaded a quantum computing white paper yesterday, it doesn't mean I'm buying a quantum computer today. The MQL tells you nothing about the *why*. Why now? Why this product? What's actually happening in their world that makes your solution relevant to them? A director of finance visiting your pricing page in Q3 during their planning season is a fundamentally different signal from an MBA student pulling your white paper for a class assignment. Both of those show up in your MQL count. Both look identical on the dashboard, but the context is completely different, and the MQL metric doesn't distinguish between them at all. For expert insights like this straight to your inbox twice a month, sign up for Pro+ membership. You'll also get access to a range of certifications, a complimentary Summit ticket, 50+ tried-and-true templates, members-only workshops, and **much* more. So, what are you waiting for? [Fast-track your marketing career ](https://www.cmoalliance.com/pro-plus-membership/?utm%5Fsource=ghost&utm%5Fmedium=resources&utm%5Fcampaign=content) ### Misleading metric #2: Customer acquisition cost (CAC) I cringe whenever someone gives me a single blended CAC number. "We're optimizing for $340 CAC." It’s precise, scientific-sounding, and pretty much useless. Blended CAC hides everything interesting because it's an average. Think of it this way: if I tell you the average temperature in a room is 72 degrees, you'd nod and say that sounds comfortable. But what if one end of the room is at 40 degrees and the other is at 104? Someone's freezing, someone's getting a heat stroke, but on average we're doing fine. That's what blended CAC does. It lets you walk into a leadership meeting and say the building isn't on fire when, technically, half of it is. It masks channels that are hemorrhaging cash and subsidizes them with channels that would have grown regardless. The inefficiency stays hidden, and you keep optimizing for a number that tells you nothing about where the real problems are. ### Misleading metric #3: New logos closed “Fifty new logos this quarter” – it looks great on a slide. But here's what often gets overlooked: the ten existing customers you've grown three times over the past year are probably worth far more than those fifty new logos. The way sales incentives are typically structured, we celebrate first dates when we should be celebrating marriages. Then we're surprised when [net revenue retention (NRR)](https://www.cmoalliance.com/community-led-growth-powering-b2b-revenue-retention-and-scale/) starts slipping and churn creeps up. [!["MQLs lie about intent. Blended CAC lies about efficiency. New logos lie about growth. Three metrics, three lies, all green on the dashboard." – Sanmay Shivaadekar, Google](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/08/Dasboard-lies.png)](https://www.cmoalliance.com/the-metrics-lying-to-your-dashboard-and-the-fix) ## Replacing ROI with ROIn So, what do we replace these misleading metrics with? We talk a lot about return on investment. I want to introduce a different frame: **ROIn, return on intelligence**. _This post is for paying subscribers only._ ### Marketing playbook to scale startups from incubators to enterprise acquisitions URL: https://www.cmoalliance.com/marketing-scale-startups-incubators-to-enterprise-acquisitions/ Last updated: 2026-09-17T11:02:11.000Z After years of working in different companies, I’ve come to see marketing as more than a support role. It makes a startup successful from the very beginning as it scales. Marketing must change and adjust at every stage as startups grow. I’ve witnessed this myself, from their early days in incubators to big companies. What I’ve learned is that no single marketing playbook works at all stages. Marketing changes with your company as you grow. ## **What makes marketing effective at each stage of a startup’s journey** ### Stage 1: Incubator energy is great, but it can trick you The incubators provide founders with structure, energy, and community. They’re full of ideas and fast feedback, and you can always see them making progress. **Marketing at this point is about listening, learning, and finding out what really matters to your customers.** Don’t try to scale too fast. The main goal now is to **learn** and see what is relevant: communicate with customers, test your idea’s value, and find out what matters. Focus on campaigns later. This is the time to lay out your purpose and message. **What works best:** **1)** **Think about the problem *before* thinking about the product**. Before you have a solution, you need to make sure there’s a real customer need. **2**) **Build a simple** [**value proposition**](https://www.cmoalliance.com/value-proposition-template-and-example-framework/) that resonates with your audience. **3**) **Concentrate on one customer segment at first** to test and learn your ideal customer persona. --- ### Stage 2: Early growth is the most fragile phase This is when things start to get real; customers are coming in, you're seeing repeat business, and you’re starting to hire and spend more. But many startups don’t have a sense of what made them unique at this stage. Now, **marketing needs to stay focused.** Make sure you have one thing that works before you start adding more: one clear message, one or two channels that consistently perform, strong onboarding, and an early [focus on retention](https://www.cmoalliance.com/9-retention-marketing-strategies/). At this time, doing everything at once might not work. When I managed [growth marketing](https://www.cmoalliance.com/what-is-growth-marketing/) at a fintech startup, we focused on a few main channels: our website, SEO, PPC, and affiliate marketing to generate revenue. When we examined the whole customer journey, we saw more than just acquiring new customers. Through analytics and retention programs, we focused on long-term value by looking at results over time rather than just fast wins. **What works best:** **1) Get your message right before expanding channels.** Clear positioning is the first step. When customers know who you help, what problem you solve, and what makes you different, all your marketing works better. **2) Focus on a few channels and do them well.** Don’t spread your resources across too many channels at once. Focus on mastering one or two channels that consistently bring results before adding others. **3) Balance acquisition with retention.** Growth isn't just about getting new customers. Good onboarding, engagement, and retention programs help customers stay longer and increase their value. If you lose customers quickly, retention will hurt your bottom line. [Google’s new syntax-to-semantics move: Navigating the new Google adsGoogle Ads no longer matches keywords, it predicts intent. A C-suite guide to governing AI bidding, curbing Intent Drift, and protecting your CAC.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--ec77c998-bbaf-4e1e-9752-46b5b47938a1.png)CMO AllianceAshlesh Shah![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/google-update---1--70fe5a58-8fb3-4d80-af9f-7abe2823b91f.png)](https://www.cmoalliance.com/googles-new-syntax-to-semantics-move-navigating-the-new-google-ads/) --- ### Stage 3: Growth rounds don’t just increase opportunity; they increase pressure When a startup raises growth funding, the focus is no longer on proving your product works; it’s on showing the **business can scale**. More money means more opportunities and more pressure to move fast and make better decisions. Mistakes become more costly, and you can’t rely on hustle or individual effort anymore. Teams need clear processes and real accountability. Strong unit economics are just as valuable as growth. In a fintech role, I saw the impact in the numbers: we increased LTV, reduced CAC, reached a 6:1 LTV-to-CAC ratio, cut CPA by 68%, and shortened payback from seven months to three. The main lesson was that marketing is really a business driver at this stage. Success is not just about growing faster; it is about operating smarter, more disciplined, and more sustainably. At this stage, marketing becomes more disciplined and strategic. **What works best:** - **Build a predictable omnichannel strategy** for how your channels will perform ahead of time, and track and predict their performance. - **Align teams on success KPIs** and have clear metrics so that you’re ready to set up CAC, LTV, and payback on the spot early. - **Set out trigger-based drip campaigns** for interested prospects, warm and ready for conversion. - **Keep all teams closely aligned** on shared goals**.** --- ### Stage 4: Acquisition is not the finish line; it’s a new start Many founders view [acquisition](https://www.cmoalliance.com/understanding-kpis-in-customer-acquisition/) as the endpoint, but it really is just a beginning for a new and often challenging chapter. When I helped a fintech startup get acquired by a large financial institution, I found that the biggest friction comes from how startups and big companies operate differently. Startups do things **quickly**, while big companies focus on **safety, rules, and risk management**. Both approaches have value; however, if integration is only about process and systems, things can get lost. Your mission might get lost, teams can lose momentum, and customers will notice the difference. In my opinion, scaling out after acquisition takes a strong [go-to-market plan](https://www.cmoalliance.com/your-go-to-market-cheat-sheet-framework/) and teamwork, particularly when you have a lot of customers. **Marketing is very much a translator**, connecting startup agility with enterprise structure, protecting the customer promise, communicating changes clearly, and keeping the product story alive. Integration is a very emotional and operational process. **What helps acquisitions succeed:** 1. **Focus on the non-negotiables early**: What must continue to be true about your product, customer experience, and brand? 2. **Develop a shared roadmap quickly**: If there is no clear integration plan, teams end up working in uncertainty. In the transition phase, it is important to **balance speed with stability**. Moving fast is important, but maintaining a consistent customer experience and preserving customer trust are more important than ever. The best integrations focus on minimizing disruption and ensuring continuity, so that customers feel confident throughout the change. Successful acquisitions are not just about merging companies. They are about **how people work together**, **maintaining customer trust**, and **balancing innovation with stability.** [How to track (and fix) what AI says about your brandWhat happens when AI gets your brand wrong? This guide shows you how to audit, track, and correct what AI models say about you.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--d1ae4ae8-7d47-4363-9f2a-8f8665e2747e.png)CMO AllianceSabrinthia Donnelly![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/brand-and-AI-4e678f5e-f886-483c-aa75-f950c286d191.png)](https://www.cmoalliance.com/how-to-track-and-fix-what-ai-says-about-your-brand/) --- ### Stage 5: The enterprise scale-up reality (what most founders don’t expect) Enterprise environments are big; they have rules, regulations, and layers of decision-making at work. Compliance, risk management, and safeguarding your brand and your customers are all part of it. *I learned that if one can scale at a huge, regulated company, you can scale almost anywhere.* I have led projects where we were able to speed up our go-to-market by a month, **reduced rework by 10%,** and made campaigns more effective by refining the value proposition. I also helped improve onboarding and retention, increasing **activation rates by 40% and cutting early customer drop-off by 15%.** But those results didn’t come just from working faster. They happened because we had clarity of the problem, we were disciplined, measured what matters, and made sure everyone was aligned. **Marketing is no longer about being busy, but about delivering consistently at the enterprise level.** Good value propositions, operational excellence, and data-driven decisions make you stronger. And companies that are aligned on strategy, measurement, and customer experience will make the most of the results. **In this stage, consistency is what matters most:** - Clear value propositions with repeatable frameworks - Strong measurement - Retention and lifecycle focus ## A few final thoughts If I had to summarize the biggest lessons from each stage, they would be this: **clarity is more important than hustle**, **retention is a strategy**, **scaling shows your weak spots**, **integration needs empathy**, and **data only matters if it leads to action.** The best companies are very clear about the problem they solve, who they serve, and what they provide. They don’t just get customers; they keep and grow them by delivering a great product and onboarding experience. As an organization grows, there are more gaps in culture, processes, and alignment, so it’s very important to put good foundations in place early. Success in acquisitions comes from knowing both startup agility and enterprise discipline and understanding each of them. Data only becomes an advantage when it results in real decisions and improvements. ### **Best way to stay focused as you grow**: - **Incubator**: Learn fast. - **Early growth**: Build one repeatable motion. - **Growth rounds**: Expand unit economics + operating rhythm. - **Acquisition**: Protect customers and align teams. - **Enterprise scale**: Execute with discipline and govern responsibly. ### **Why I share this** I care for founders, and I know that it’s hard. That’s the life of a company, all the time: you’re making hard choices, you’re in doubt, and you’re responsible for your customers, team, and investors. I’ve been so lucky to learn from others who’ve been through it before me, and I’ve seen how powerful it is to share. The biggest thing I’ve learned is *scaling isn’t about doing faster. It’s about doing the right things at the right time*. Every stage of growth must be managed. Sometimes you need to learn from customers; sometimes you need to build repeatable processes, improve your economics, integrate them, or just be a better company. If anything I have learned can help a founder/marketer prevent a common mistake, keep their team engaged, keep them in the loop, stay motivated, keep up, or make them feel less alone, it’s worth it. *So, long-term success is best achieved with slow momentum, not a big leap forward.* ### Situational leadership has a blind spot, and it's you URL: https://www.cmoalliance.com/situational-leadership-has-a-blind-spot-and-its-you/ Last updated: 2026-09-14T09:33:11.000Z The first time someone told me I was too harsh, I genuinely didn't understand the feedback. I had been clear. I had been direct. I had said the thing that needed saying without wrapping it in three layers of padding. Where I come from, that is a form of respect. You assume the other person is a competent adult who would rather hear the truth than be managed around it. What I heard as respect, they had heard as cold. That gap is where I have spent most of the last few years, and I still haven't fully closed it. I lead a team spread across several countries and cultures, in more than one language. I've also lived in five countries myself, which I used to think had taught me how to read them. And the lesson I keep relearning is not the one the leadership books prepared me for. ## **The model I believed in** The books gave me situational leadership, and it is genuinely useful. The idea is simple: you don't lead everyone the same way. Some people, in some moments, need you to be directive, to just tell them what the next step is. Others need coaching, questions rather than answers. Others need you to get out of the way entirely and let them run. The skill is reading which person, in which moment, needs which thing, and adjusting yourself accordingly. I believed in that model. I still do. But it has a blind spot, and the blind spot is *you*. Situational [leadership](https://www.cmoalliance.com/leadership-skills-you-should-develop-to-enter-the-c-suite/) quietly assumes you are a neutral instrument, dialling your style up and down at will. It doesn't account for the fact that you arrive in the room already set to defaults you didn't choose, and that you mistake those defaults for neutral because they're simply how the world has always felt from the inside. Mine run toward directness and speed. That's my resting state, not a setting I select for the occasion. And nothing about it is neutral. In one setting it reads as clarity and respect. In another, it reads as impatience, or coldness, or a lack of care for the person in front of you. Same words. Opposite message. So before you can read what the other person needs, you have to know what you are transmitting when you think you're transmitting nothing at all. That turned out to be the harder skill, and I'm still not sure I've mastered it. [A marketing leader’s guide to working with salesBroken handoffs aren’t the real problem between marketing and sales, broken trust is. A marketing leader’s playbook for the first 90 days and beyond.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--fa64d895-ccee-4438-929a-07df917559fe.png)CMO AllianceFelicitas Sommer![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/relationship-strategy------Felicitas-Sommer-----PriceHubble-2a7e4101-33e5-43c7-856c-f0f2c6c65b43.png)](https://www.cmoalliance.com/the-relationship-is-the-strategy-a-marketing-leaders-guide-to-working-with-sales/) ## **What I'm practising, imperfectly** Here's what I've learned to watch for, offered as things I try to do rather than things I've perfected. ### Treating silence as a question I assume my read of a situation is incomplete. When someone goes quiet, I used to fill the silence with my own interpretation, usually that we were aligned and could move on. I've learned that silence carries different meaning for different people. Sometimes it's agreement. Sometimes it's disagreement that the person doesn't feel able to voice directly to a manager. I try now to treat silence as a question rather than an answer. ### Intention isn't reception I check how something landed instead of trusting how I meant it. This is the discipline that goes most against my instinct. My instinct is that if I said it clearly, my job is done. But intention and reception are two different events, and they come apart more often than they stay together. So I ask more than feels natural to me. Did that come across the way I hoped? Is there something you're not saying? It feels slightly clumsy every time. I do it anyway. ### Person first, category second I try to separate the person from the pattern. It's tempting, when you lead across cultures, to build a little private taxonomy in your head: this kind of person is indirect, that one needs warming up, this one wants the headline first. Some of that carries a grain of truth, but the moment you lead the type instead of the person, you've stopped actually seeing them. Every one of my people is an individual first and a category a distant second. The generalisation is a starting hypothesis, never a conclusion. ### Losing the momentum on purpose And I slowed down. Directness has a pace to it, a certain momentum, and that momentum is exactly what flattens nuance. Leading across differences has forced a deliberateness on me that I would otherwise have skipped entirely. I check in more. I move a beat slower. Early on I resented that as friction. Now I think it might be the most valuable thing the whole experience has taught me, because it made me a more careful reader of people generally. [Marketing a SaaS product that refuses to stand stillA campaign goes live on Monday. By Thursday, the product has already changed. Here’s how great marketing leaders maintain strong messaging.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--d37d6f42-95f7-4135-a01e-88e8f57ba932.png)CMO AllianceFelicitas Sommer![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Marketing-a-SaaS-product-that-refuses-to-stand-still-----Felicitas-Sommer--PriceHubble-1-fbdf59e1-ba70-4696-8cd6-37beb8357690.png)](https://www.cmoalliance.com/marketing-a-saas-product-that-refuses-to-stand-still/) ## **The stranger part** There is a stranger, more personal thing underneath all of this, and I'm still deciding how I feel about it. Somewhere in the years of adjusting, I noticed I'm not quite the same person in English as I am in my first language, German. German is more measured, more reserved, a little more careful about showing too much. In English I am more enthusiastic, more openly warm. I'll tell someone "I love it" as feedback without thinking twice; in German that sentence would never leave my mouth. Neither is a performance exactly. Both are me. But they are different mes, and leading across languages means spending a great deal of my working life as a slightly translated version of myself. I used to experience that as a loss, a sense of leading at a small remove from my own personality. I'm coming round to a different view. Maybe having to consciously choose how I show up, rather than defaulting to a setting I never questioned, has made me more intentional as a leader than I would ever have been if everyone around me simply shared my instincts. The friction isn't the tax on the work. It might be the point of it. I haven't resolved this. I don't have a clean framework to hand you, and I'm wary of anyone who claims one, because the entire lesson here is that the clean framework is exactly what misses the person in front of you. What I have instead is a set of habits I'm still practising, imperfectly, and a working belief that leading well across differences starts not with learning to read everyone else, but with finally noticing yourself. [SMART template | Slide deck downloadSet smarter goals, stay on track, and achieve more with this simple yet powerful framework.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--644dae29-75b2-4f03-9ea7-1a0a246243b1.png)CMO AllianceAmelia Wilson![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/SMART-template-18ed6787-16a0-4a28-9cc0-1c1df9bc0c19.png)](https://www.cmoalliance.com/smart-template-framework/) ### Google's new syntax-to-semantics move: Navigating the new Google ads URL: https://www.cmoalliance.com/googles-new-syntax-to-semantics-move-navigating-the-new-google-ads/ Last updated: 2026-09-30T09:45:13.000Z For years, the mandate from the C-suite to marketing teams was simple: *“Own the keywords.”* If you sold *enterprise cloud security*, you bought those exact terms. Performance was largely driven by syntax, matching the words typed to the words you bid on. That era has materially evolved. Google Ads now operates primarily on intent modeling and [machine learning](https://www.cmoalliance.com/role-of-machine-learning-in-direct-marketing/) signals, not just keyword syntax. While keywords still matter, match types, especially broad match, leverage AI systems that interpret meaning, context, user behavior, and conversion signals to determine when your ad should appear. For [CMOs and CEO](https://www.cmoalliance.com/what-ceos-and-cmos-want-from-each-other-how-to-bridge-the-trust-gap/)s, this shift represents both a powerful scaling lever and a material governance risk if not properly managed. ## Understanding the shift: From keywords to intent modeling Modern Google Ads does not simply match what a user types. It predicts intent using: - Query meaning (Semantic Intent) - Historical user behavior - Device and location signals - Audience signals - Landing page context - Advertiser conversion data If someone searches, *“how to protect my company from hackers,”* Google may determine this aligns with your enterprise security offering, even if those exact words are not in your keyword list. This is the evolution of Google’s [machine learning](https://www.cmoalliance.com/role-of-machine-learning-in-direct-marketing/) infrastructure (including systems like RankBrain), now operating at greater scale. **The upside:** capture of incremental demand you did not explicitly bid on. **The risk:** traffic expansion beyond your true ICP (Ideal Customer Profile) - Technically called Intent Drift Risk (when automation expands volume faster than it preserves quality). ### The profitability paradox: Volume vs. economic value This shift often leads to a specific phenomenon: **The Volume Trap.** As Google widens the net, your total click volume and traffic usually increase. However, because the intent is broader, you may see a slight drop in conversion rates. If left unmanaged, this drives up your **Customer Acquisition Cost (CAC)** even as your **Cost Per Lead (CPL)** looks stable on paper. Sometimes, because many organizations optimize campaigns to platform-reported conversions (e.g., form fills), the system can scale efficiently toward low-friction conversions, even if those users never become revenue. For the C-suite, the danger is paying for "irrelevant folks" who look like leads but never close. In high-stakes industries (like FinTech, Healthcare, or SaaS), this mismatch can bleed hundreds of thousands of dollars in wasted media spend and sales team friction. [A marketing leader’s guide to working with salesBroken handoffs aren’t the real problem between marketing and sales, broken trust is. A marketing leader’s playbook for the first 90 days and beyond.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--e9c2ff1e-d91e-468a-ad91-b4d60866cfd0.png)CMO AllianceFelicitas Sommer![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/relationship-strategy------Felicitas-Sommer-----PriceHubble-b3e20309-ba3f-462c-99de-849605d1c89b.png)](https://www.cmoalliance.com/the-relationship-is-the-strategy-a-marketing-leaders-guide-to-working-with-sales/) ## The strategic pivot: Governance over management Winning in this environment requires a shift from keyword management to algorithm governance. To win in a semantic environment, your marketing organization must move from a "set it and forget it" mindset to a continuous governance model. To steer a business through semantic volatility, leadership must enforce a "Human-in-the-loop" model, and here is how to guide your team: ### 1\. Audit the "search terms" report monthly Have your teams provide a "Value vs. Volume" report on actual search terms. Are you paying for "free" or "how-to" queries? Semantic matching requires a much more aggressive Negative Keyword strategy to prevent the algorithm from drifting into irrelevant territory. While Google suppresses some low-volume queries, First-Party Data (your own customer list) is now the primary way the algorithm identifies your "Ideal Customer". Structured reporting on the below can help validate profitability for the organization: - High-spend queries - Thematic clustering of intent - Negative keyword strategy updates - Brand vs. non-brand performance segmentation ### 2\. Feed the algorithm better data Google’s Algorithms are only as good as the feedback it receives. If you only track "Form Fills," the AI will find you more form-fillers, even if they are low-quality. To lower your CAC, you must upload **Offline Conversion Data / Enhanced Conversions** (from your CRM) back into Google. Tell the algorithm which clicks became *SQLs* and *Closed-Won* deals. This forces the "semantic" engine to optimize for revenue, not just traffic. This is where CAC discipline is won or lost. ### 3\. The "sales-marketing feedback loop" A strategic pivot isn't just about looking at a dashboard; it’s about alignment. Implement a bi-weekly 'Intent Sync' between [Sales and Marketing](https://www.cmoalliance.com/how-marops-drives-sales-and-alignment/). If Sales reports a drop in lead quality despite 'stable' CPLs, that is your lead indicator to pivot the algorithm's target. The algorithm doesn't know a lead is 'bad' until you tell it. Sales is your early warning system. ### 4\. Margin-based guardrails (POAS vs. ROAS) CMOs often get stuck on ROAS (Return on Ad Spend), but CEOs care about EBITDA. Move from ROAS to **POAS (Profit on Ad Spend)**. In a semantic environment, volume is easy to buy, but profitable volume is hard to find. Validation must include an analysis of 'Customer Lifetime Value' by intent cluster. If 'how-to' queries convert at a high rate but have a 90% churn rate, the strategy must pivot immediately to narrower match types. ### 5\. Differentiate scale from risk (industry-specific logic) Recognize that "Broad Intent" is an asset for mass retail but can be a liability for precision industries. - **The consumer play (e.g., CPG/Retail):** Semantics is a **growth engine**. It captures the infinite, conversational ways people search for products, driving incremental revenue at scale. - **The niche play (e.g., SaaS/MedTech):** Semantics is a **precision risk**. A "related" match in a specialized field can lead to thousands in wasted spend on the wrong audience. Leaders in these sectors must demand an **"Intent Accuracy KPI"** to ensure the AI isn't trading qualified prospects for high-volume, low-intent clicks. ### 6\. Creative as a targeting lever: The "self-selection" filter In the era of keyword syntax, ad copy was designed for high Click-Through Rates (CTR). In the era of semantic intent, ad copy serves a higher purpose: **Algorithmic Filtering.** Because Google’s AI analyzes how users interact with your ads to determine future placements, your "Creative" has effectively become your "Targeting." - **Vague copy attracts vague intent:** If your ad says "Free Security Audit," the AI will find everyone looking for "free" tools. This creates a feedback loop of low-value traffic. - **Specific copy signals the algorithm:** If your ad explicitly states "Enterprise Cloud Security for $100M+ Revenue Firms," you are training the algorithm. When a small business user *ignores* that ad, the AI learns that your "intent cluster" belongs with larger buyers. ### 7\. Technical guardrail: The mechanics of control **Smart bidding is non-negotiable** It is a fundamental risk for a CEO to authorize a "Broad Match" strategy without the correct bidding architecture. - **The risk of manual bidding:** Using Broad Match with Manual Bidding is a recipe for instant budget depletion. Without AI-driven guardrails, a manual bid tells Google to buy *any* related traffic at a fixed price, regardless of the likelihood of conversion. - **The power of smart bidding:** Broad Match must be paired with **Smart Bidding (tCPA or tROAS).** This creates a "valuation engine." The algorithm analyzes millions of signals in real-time—time of day, user history, device—and only bids aggressively when it predicts a high probability of meeting your Target Cost Per Acquisition (tCPA). > **Broad Match finds the *volume*, but Smart Bidding provides the *discipline*. One without the other is not a strategy; it’s a leak.** [How to track (and fix) what AI says about your brandWhat happens when AI gets your brand wrong? This guide shows you how to audit, track, and correct what AI models say about you.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--ccc324f8-bd88-409c-94ca-a01ea236d1a3.png)CMO AllianceSabrinthia Donnelly![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/brand-and-AI-5169f503-bb89-4082-9974-3484fe12a27f.png)](https://www.cmoalliance.com/how-to-track-and-fix-what-ai-says-about-your-brand/) ## Executive implications For the modern CEO or CMO, the shift to intent-based modeling means that "control" has changed shape. You no longer win by out-bidding your rivals on keywords; you win by out-training the algorithm with superior business data, revenue signal feedback, structured search term governance, and a margin-based bidding framework. Google Ad algorithm is a powerful engine, but it is directionally neutral. It will optimize toward whatever signal you provide. It will optimize for whatever "success" you define. If you define success as "Form Fills," it will find you cheap leads that never close. Mandate the integration of your CRM (Salesforce, HubSpot, etc.) with your ad platform. When the algorithm knows which "intent" led to a signed contract, it stops chasing ghosts and starts chasing revenue. Broad match and machine learning are like high-yield, high-risk financial instruments. They can drive massive scale, but without "Human-in-the-loop" governance, they can create Intent Drift—where your budget bleeds into irrelevant categories. Shift your team’s KPI from **CPL (Cost Per Lead)** to **CAC (Customer Acquisition Cost)**. If your marketing team can’t tell you the profit margin of their expanded traffic, you aren't scaling; you’re gambling. In the keyword era, you needed "operators." In the intent era, you need **Revenue Strategists.** You need people who understand data science, unit economics, and customer psychology more than they understand "bid adjustments." Why? Because success now depends less on campaign structure and more on disciplined economic oversight by governing the algorithm and enforcing a rigorous process of search term validation and feeding high-quality sales data back into the algorithm to harness Google's reach while maintaining a lean, high-performing acquisition engine at a profitable CaC. ## The C-Suite diagnostic checklist If you want to know if your business is truly steering the ship or just drifting with the algorithm, ask your team these five questions: - Are we feeding "Closed-Won" or Customer data back into the platform, or just "Top-of-Funnel" clicks or leads? - What percentage of our spend is dedicated to "Discovery" (ToFu) vs. "Defensive" (Exact Intent)? - Do we have a weekly "Negatives Audit" to prune the waste that the algorithm inevitably creates? - Are we measuring Incrementality, or is the platform just "claiming credit" for customers who would have found us anyway? - Are we optimizing for Profit on Ad Spend (POAS) based on LTV or just Return on Ad Spend? ### MarTech under the microscope - audit, align and optimize URL: https://www.cmoalliance.com/martech-under-the-microscope-audit-align-and-optimize/ Last updated: 2026-09-25T08:33:15.000Z Everyone's obsessed with adding tools. The real win came from cutting them. One marketing leader slashed her stack from 75 tools to 40, saved money, and got way better visibility. Her advice: audit often, know who owns what, and stop treating IT like an afterthought. _This post is for paying subscribers only._ ### How to track (and fix) what AI says about your brand URL: https://www.cmoalliance.com/how-to-track-and-fix-what-ai-says-about-your-brand/ Last updated: 2026-09-09T09:12:11.000Z Imagine sitting across from a high-stakes prospect for a big pitch. Then, out of nowhere, they pull up an AI-generated comparison deck on screen that completely misrepresents your product. It’s every marketer’s worst nightmare (or one of them), and yet, it’s the exact situation [Monica Kumar](https://www.linkedin.com/in/monicakumar2/), EVP and Chief Marketing Officer of Extreme Networks, found herself facing. "*We were in front of a big prospect*," she shared at the CMO Summit in San Francisco. "*They slapped in front of us this huge competitive analysis that they had put together using AI. And lo and behold, we didn't look that favorable. But they had the wrong information.*" The prospect did their homework, but the AI behind it fed them completely wrong information, which cost Monica’s team the deal before they could set the record straight. Unfortunately, this happens more often than you might think. Many buyers meet your brand for the first time through AI, leaving your first impression entirely up to what the algorithm decides to summarize. [Joris Brabants](https://www.linkedin.com/in/jbrabants/), CMO at Apicbase, recently noted that **35%** of their leads discover them through LLM searches (*source:* [*CMO Insights Report 2026*](https://www.cmoalliance.com/cmo-insights-report-2026/)). That means a third of their entire pipeline finds them through an AI model rather than a website or a sales rep. We can then conclude that whatever that model gets wrong about their brand (or anyone else's), it’s getting it wrong at *scale*. What makes this dangerous is that none of us were invited to write that first draft of our own brand story. AI models form an opinion without us, pulling from old press releases, competitor blogs, or stale reviews. And whether that picture is accurate isn't the model's problem; it's ours. Most leaders don't realize what AI is telling prospects about their business until a buyer brings it up on a call. You don't have to wait to get blindsided. In this guide, we'll walk through how to easily track your [AI visibility](https://www.cmoalliance.com/brand-visibility-in-the-age-of-ai-live-session/), catch misinformation, and clean up bad data before it damages your brand’s reputation. ## **How does AI source information about your brand?** AI scrapes data from your website, news articles, third-party review sites, and public forums like Reddit to summarize what your company does. Basically, AI builds an opinion of your brand from whatever it can retrieve and stitch together. [Anirudh Singla](https://www.linkedin.com/in/anirudh-singla-3a1844137/), CEO of Pepper, walked a room of CMOs through exactly how this works: > *"LLMs are a lot about retrieving content, and the more easily they can retrieve that content, the better you show up."* The keyword there is *retrieve* because AI doesn’t pull your webpage in its entirety. It cites a few sentences that best answer the user's prompt. Another thing to keep in mind is that your site isn’t the only place AI will source information from. As we touched on, AI scans YouTube video descriptions, LinkedIn posts, review sites, and third-party publications to help answer prompts. That all sounds great until you realize you don’t control *any* of that information. AI can form an opinion about your brand based on an old Reddit thread, a competitor’s comparison page, or a dated review buried online somewhere. All of that information, along with what you’ve actually published, is how AI comes to a conclusion to share with its users. A quick rundown of how AI sources information: - **Baseline memory and live searches:** LLMs build their core knowledge from massive training datasets, and many will run live web searches using crawlers to grab fresh info. - **Your third-party digital footprint:** AI looks way beyond your official site and will gather info from all corners of the internet. Remember, AI *loves* repetition. So, whatever claim gets repeated the most across the web usually becomes the story it tells, even if that story is outdated or wrong. - **Easy-to-read code and content:** Models love clear, well-structured information. Using code like JSON-LD schema helps AI map out your products, team, and services without guessing. The cleaner your site structure (think plain-English FAQs and clear bullet points), the easier it is for the model to pull accurate facts about you. [AI in mobile advertising: Trends, tools, and complianceFrom dynamic creative to on-device AI and privacy frameworks, learn how AI is revolutionizing mobile ad performance and shaping global standards.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--bc463ee7-907a-426a-8e69-eb8b8848ce43.png)CMO AllianceAlexander Ruban![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AI-in-mobile-advertising-Trends--tools--and-compliance-----Alexander-Ruban-1-f7304b3a-980e-4ad5-8d4a-294e6a92b51a.png)](https://www.cmoalliance.com/ai-in-mobile-advertising-trends-tools-and-compliance/) ## **How to track what AI says about your brand** Keeping AI honest about your brand isn't as hard as it might seem. You just need a simple process to track what models are saying and the right sources to update when they get it wrong. To do that, try the following steps: ### **1\. Build your question/prompt list** A question/prompt list is a fixed set of real buyer questions that you repeatedly run through ChatGPT, Claude, Perplexity, and Gemini. Having one of these lists ready to go is useful because it gives you a good baseline to compare against over time or across competitors. Anirudh Singla laid this out plainly during his talk at the [CMO Summit](https://www.cmoalliance.com/tag/events/) in Austin 2026, when he shared: > *"My first recommendation is going to be to put together a list of a hundred to two hundred queries that you care about, and your buyers care about.* > *"Pull up information from your Gong, from your CRM, and ask your AEs or sales reps what people are really asking about. For consumer companies, pull up information from your customer reviews, your customer sentiments."* Don't guess at what people are asking; go find out. You should also make sure a chunk of that list names competitors such as "X vs Y," or "best alternative to X for \[use case\]". These types of prompts matter because that's where reputation risk lives, not in generic "what is \[category\]" queries. #### **How to structure your prompt list** Alright, so you know you need to create quite a substantial prompt list, but what does that look like in reality? One great way to approach it is by thinking like your ideal customer. Then, map your prompts to how customers research, compare, and decide on a solution. Something like this: | Stage | Query style | Example prompt | | ---------------- | ------------------------------ | ---------------------------------------------------------------------------- | | Discovery | Category-level recommendations | "What are the best CRM tools for mid-sized healthcare companies?" | | Comparison | Direct head-to-head queries | "Compare Brand A vs. Brand B for features and pricing." | | Specific needs | Niche, problem-solving queries | "Which inventory software syncs best with Shopify and offers 24/7 support?" | | Brand reputation | Direct entity checks | "Is \[Brand Name\] reliable? What are its pros and cons according to users?" | Notice that two of these four stages (comparison and [brand reputation](https://www.cmoalliance.com/how-to-turn-your-brand-reputation-into-a-competitive-edge/)) are exactly where Monica’s ambush happened. That's not a coincidence. It's where the competitive risk concentrates, which is why they deserve more of your query list than "what is" questions ever will. ### **2\. Run the list across every AI model your buyers use** You’ve got the list, now it’s time to do some good old-fashioned manual labour… sort of. The next step is to run your list across every model your customers use and log what comes back. Even with their similarities, ChatGPT, Claude, Perplexity, and Gemini don’t agree on everything. One might get your brand right, while another could be working off out-of-date information that’s completely irrelevant today. That disagreement is itself useful data, but only if you capture it. A simple spreadsheet works fine. Just create one row for each query, and add these columns: - **Date** - **AI Model** *(ChatGPT, Perplexity, Gemini, etc.)* - **Brand Mentioned?** *(Yes / No)* - **Competitor Mentioned?** *(Yes / No)* - **Accuracy** *(Correct / Incorrect / Partial)* - **Cited Sources** *(Links to the sources the AI pulled from)* Since these tools are non-deterministic, it means that the same prompt can return a completely different answer just minutes apart. So, a single run of a query can fool you into thinking something’s fixed or broken when it isn’t. To help retrieve better data for your tracking system, run each query two or three times per model. This will help you build a far more accurate 'average' score for your brand. Tips for this step: - **Categorize responses and take note if your brand was just mentioned** (named in passing), recommended (pitched as a top pick), or cited (linked directly as a source). - **Carry out this step logged out, in a fresh chat each time**, so you're seeing something closer to what an anonymous buyer sees rather than a result shaped by your own account history. - **Run each query for your brand *and* your named competitors.** You’ll often discover that the useful signal isn't "are we mentioned," but "who's getting mentioned instead of us." ### **3.** **Read the visibility and citation columns together** Once you’ve filled out your tracking spreadsheet, pay close attention to the gap between your columns. High visibility paired with low citations is the ultimate danger zone. It means the AI is talking about your brand, but it isn't actually reading or quoting your website to do it. If this is the case, you’ve got no say in how your brand is described. If you spot this pattern in your data, don't panic and start churning out dozens of new blog posts. The fix isn't creating *more* content. Instead, you’ve got to improve and tweak the content you already have so that it’s [easier for AI models to cite](https://www.cmoalliance.com/how-to-get-your-brand-cited-by-ai/). ### **4\. Check your web logs, not just Google Analytics.** This one gets missed constantly. AI crawlers like GPTBot, PerplexityBot, ClaudeBot, and Google-Extended don't show up in Google Analytics. But they do show up in server logs. [Chris Andrew](https://www.linkedin.com/in/chriswandrew/), CEO of Scrunch, opened this part of his New York talk at the CMO Summit with a show of hands: > *"How many people have an active way to monitor your presence across these models? How much traffic are you getting from them? Any hands in the air?"* Out of a packed room, two people raised their hands. *Two*. But we can’t say we’re all that surprised since it lines up with a wider pattern we uncovered in our *CMO Insights report 2026*. When marketing leaders were asked to rate their confidence in the data behind their own attribution, the average came out to 2.8 out of 5, the lowest score anywhere in that entire study. Most brands genuinely don't know what's happening here, but Chris shared how to get around the issue: > *"First thing I would encourage brands to do is go look at the data. Don't estimate volumes. Don't go try to guess how much stuff is happening.* > *“You can go to your web logs, talk to your IT team, and find out how frequently these AI agents and crawlers are hitting your website. You're not gonna see it in GA, you're gonna see it in your web logs."* As we touched on, AI crawlers don't register in Google Analytics, but they do show up in server logs. 10 minutes with whoever owns your web infrastructure will tell you more than a month of guesswork. ### 5\. Audit and log these metrics Some useful metrics will help you track what AI is saying about your brand. We recommend you pay close attention to the following: **Citation rate & rank** To track citation rate, note whether the AI included you at all (your citation rate) and where you landed on the list (your recommendation rank). Those numbers matter because AI users hardly ever read past the first two or three suggestions. So, being listed at the top frames your brand as the primary authority. If your brand isn’t included in the top three spots, the chances of a user actually clicking through to your site drop significantly. A text mention means the AI dropped your name, but a *citation* means it included a direct link to your site. Higher rank directly correlates with getting actual clickable citations. To log this, simply check your query outputs and note your exact position (e.g., "Mentioned 3rd out of 5, cited with link"). **AI Share of Voice** AI Share of Voice measures your brand’s total presence in AI-generated answers compared to your direct competitors across a set of target queries. Tracking your SOV shows whether your brand is being included in those limited recommendation spots. Monitoring this percentage over time reveals if your visibility is increasing or if competitors are gaining more mentions in your category. To calculate your score, count every brand mentioned across all your test results. Then, divide your brand's total mentions by the total number of all brand mentions combined. For example, if your test prompts generate 50 total brand mentions across all outputs and your brand is named 12 times, your AI Share of Voice is **24%**. This gives you a concrete percentage showing your exact market representation in AI outputs. **Sentiment** It’s not enough to simply check if your brand appears or not. You’ve also got to look at how the AI frames your brand. Is it an enthusiastic endorsement, a hesitant "yes, but...", or an outright ‘lie’ from an old forum thread? Pay attention to specific word choices because they reveal the AI's underlying logic: - **Authority indicators (*"industry standard," "popular," "top-rated"*):** These tell you the AI considers your brand a primary market leader based on high search frequency and trusted review signals. - **Hesitation markers (*"however," "but," "caveat"*):** Words like *"great features, however expensive..."* show the AI is pulling negative sentiment from pricing pages or competitor comparisons, which can stall buyers in the consideration phase. - **Outdated tags (*"lacks feature X," "known for downtime"*):** If the AI repeats an issue you fixed two years ago, it means its live search is over-weighting old Reddit threads or stale third-party reviews over your official site. 💡 ****Tip:** To save time, don't analyze it manually. You can ask the AI model to grade its own output: > *"Analyze the sentiment of your previous response about \[Brand Name\]. List the exact pros, cons, and qualifier words you used, and explain what sources drove those conclusions."* **Source provenance** Where is the AI actually pulling its facts when it talks about you? Is it citing your official homepage, an unbiased review platform like G2, a thread on Reddit, or a 3-year-old news article? Tracking where those links point over time reveals which third-party sites hold the most weight in your category. Engines like Perplexity, Gemini, and ChatGPT Search list footnotes and direct source links right inside their answers. For models that don't output clickable links, follow up with a direct prompt: *"What specific sources, websites, or documents did you use to generate that answer?"* Log those domains in your audit sheet alongside your brand's ranking. [AI-enhanced CGI: Transforming product demosAI-enhanced CGI turns product demos into interactive brand experiences. See its impact on software, luxury, and automotive marketing strategies.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--347f41d3-96f7-4063-8ec4-62ea43d8dfdb.png)CMO AllianceAnastasia Glavatchi![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AI-enhanced-CGI-Transforming-product-demos-with-Anastasia-Glavatchi-6b5c3c03-0ca4-4b2c-b95d-760d5b8cb9df.png)](https://www.cmoalliance.com/ai-enhanced-cgi-transforming-product-demos/) ## **AI monitoring tools** Manual tracking gets you a long way, but at some point running spreadsheets against a dozen competitors and a couple hundred queries every quarter turns into a full-time job. Thankfully, there *are* some AI monitoring tools you can use to do the brunt of the work for you. Some examples include Pepper’s Atlas, BlueOcean AI, Search Atlas, and more. This space is moving fast, so we recommend checking out a few demos before settling on one. ## **Fixing what AI gets wrong** When AI gets your brand wrong, there's no support ticket you can submit to fix it. You have to overwrite the narrative yourself. Here’s how to do it. ### **1\. Fix your own content first** [82% of AI search citations](https://www.omnibound.ai/blog/generative-engine-optimization-statistics#:~:text=Adding%20statistics%20to%20content%20is%20the%20single,Rack%2C%20What%20Is%20AI%20Reading%3F%20December%202025%29) come from third-party sources rather than your official domain. This happens largely because models ditch official websites the moment they spot contradictory information. For example, if an archived FAQ on your site clashes with your main homepage, the AI gets confused and defaults to outside reviews instead. So, make sure your own content doesn’t contradict itself. Audit your URLs, purge legacy product pages, and lock down your facts. Eliminating mixed signals on your own domain is the fastest way to build the trust AI needs to cite you correctly. ### **2\. Trace the bad source when it's *not* you** Models rarely invent false claims out of thin air. But they will copy them from somewhere else on the internet. When you see AI making a mistake about your brand, go ahead and ask the tool directly: “*What specific sources did you use to answer that?"* Tools like Perplexity, Gemini, and ChatGPT Search will hand you a list of links. Once you find the root cause, you have two options: - **Update the source:** Reach out to the publication or platform to correct the outdated data directly. - **Out-publish it:** If it's an uneditable forum post, publish newer, stronger, and better-structured content on authoritative sites the model already trusts. ### **3\. Publish a fact-correction page in BLUF format** AI search engines love the Bottom Line Up Front (BLUF) content. They evaluate text paragraph by paragraph, looking for standalone, authoritative answers to pull into an answer. If an engine keeps insisting your platform lacks a key feature, don't write a fluffy story about it. Publish a dedicated FAQ or correction page and get straight to the point. - **Ditch the fluff:** *"We've always prioritized innovation, which is why last quarter our engineering team rolled out..."* - **Use BLUF:** *"Yes, \[Brand\] includes full \[Feature\] support across all enterprise plans as of 2026."* Keep those first 30 to 50 words completely self-contained so the crawler can lift them cleanly. 💡 ****Remember**: the model doesn't cite your entire page. It cites the single sentence that answered the prompt best. ### **4\. Feed the machines structured JSON-LD schema** LLMs hate ambiguity. If key details like your features or founder history only exist in decorative site copy, the engine has to interpret your text. The problem then becomes whether that interpretation is correct or not. In many cases, it leads to errors that need to be corrected. JSON-LD schema markup is code-level metadata that acts like a direct cheat sheet for AI crawlers. It explicitly defines: - Your exact company name (and common aliases) - Current product names and active pricing tiers - Core features and service offerings - Verified links to your social profiles and review listings Think of schema as a direct API feed for AI bots. It eliminates the translation layer and removes the guesswork entirely. ### **5\. Unblock the AI crawlers** You can write the most accurate content in the world, but if your technical setup blocks AI search bots, the models default back to old third-party chatter instead. Check your robots.txt file and server settings (Cloudflare especially) to make sure you aren't accidentally disallowing GPTBot (OpenAI), PerplexityBot (Perplexity), ClaudeBot (Anthropic), or Google-Extended (Gemini / AI Overviews). If those bots are blocked in your code, the model literally can’t read your updates, and no amount of great content fixes that. ### **6\. Build third-party consensus (the 80/20 rule of GEO)** Models prioritize consensus over what you claim on your own site. So, if your website says one thing and 10 industry blogs say another, you can bet the AI will side with the majority. To fix a persistent mistake for good, refresh your profiles on Trustpilot and other review sites. You should also pitch updated product facts to industry publications, and engage in Reddit and LinkedIn discussions where live crawlers look for social proof. Chris Andrew, CEO of Scrunch, watched this work directly: one of his customers mapped the top ten third-party sources most frequently cited in their category, then reached out to build relationships with each one. > *"We had a customer that basically looked at the top ten third-party sources that were most frequently cited and reached out and formed relationships with those third-party content providers and said, ' Hey, this is my brand. Whether it's pay-to-play or it's friendly, let's get me on these sources.’ And they would quadruple their AI search traffic by playing nicely with the third parties that are heavily prioritized by the models."* When your site, your review profiles, and the third-party sources the model already trusts all say the same thing, it has no version of the story left to disagree with. ### **Don’t let AI write your story for you** Monica Kumar didn't lose that deal because her product was weaker. She lost it because an AI model had already told the story wrong, and nobody caught it in time. That's the real takeaway here. Your brand already has a reputation living inside ChatGPT, Claude, Perplexity, and Gemini right now, whether you've ever checked it or not. The only question is whether you're the one shaping it, or whether you're leaving that job to a third-party source. ## **FAQs** ### How can I track my AI visibility? To track AI visibility, take the questions your buyers actually ask and run them through your AI model of choice. Make sure you’re logged out of your account, though, and run each question a few times each since these tools aren't consistent from one run to the next. For every answer, note two things: did your brand get named (visibility), and is your own content actually the source (citation). Start with a spreadsheet. Once you're doing this across dozens of competitors and a couple hundred queries, that's your cue to graduate to a dedicated tracker. ### How do you track brand awareness? Track traditional metrics like branded search volume, direct website traffic, and share of voice, alongside your AI visibility score. Combining web search trends with prompt audits gives you a complete picture of modern brand presence. ### Why should I track AI brand visibility? Because your buyers are already using AI to form opinions about you before they ever talk to your sales team. If you're not checking what AI says about you, you're blindly trusting a robot to control your brand’s reputation. ### How do you track AEO and GEO? Monitor your citation share across generative answers, track schema validation on core pages, and map the top third-party sources (like review platforms or media outlets) that AI search engines draw from when summarizing your category. ### How does AI source its information? AI engines use Retrieval-Augmented Generation (RAG) to scan the web in real time, combined with their pre-trained models. They crawl high-authority domains, review sites, community forums, and structured schema data to assemble summaries. ### How is AI used in branding? Beyond content creation and visual asset generation, AI now acts as the primary "discovery engine" for your brand narrative. Managing how models perceive, categorize, and describe your business is the newest frontier of brand management. ### How does AI choose its sources? AI search engines prioritize consensus, freshness, and structural clarity. They lean heavily on independent third-party sites, clear Schema.org markup, and pages formatted with direct, plain-English answers to specific queries. ### How can AI be used for reputation management? Use AI tools to continuously monitor brand sentiment across news and social channels, while using Generative Engine Optimization (GEO) tactics to overwrite false narratives and secure accurate citations across major LLMs. ### B2C campaign tracker template URL: https://www.cmoalliance.com/b2c-campaign-tracker-template-framework/ Last updated: 2026-09-07T12:00:54.000Z Running campaigns across five different platforms and still not sure which one's actually paying off? This template pulls every [B2C campaign](https://www.cmoalliance.com/6-b2c-demand-generation-strategies/) into one place, so you can track spend, revenue, and ROAS side by side, and know exactly where to put your next dollar. ## What is a B2C campaign tracker template? A B2C campaign tracker template is a ready-built spreadsheet for planning and monitoring [marketing campaigns](https://www.cmoalliance.com/the-what-why-and-how-of-360-degree-marketing-solutions/) aimed at everyday consumers. It's organized around the metrics that actually tell you whether a campaign worked: clicks, conversions, revenue, ROAS, and cost per acquisition, not just impressions and reach. Every campaign lives in one of three sections (Live, Upcoming, or Complete), so you can see what's running, what's coming up, and what's wrapped, all at a glance. A dashboard at the top rolls everything up automatically: total spend, total revenue, overall [ROAS](https://www.cmoalliance.com/chasing-roas-marketing-attribution-pipe-dream/), blended cost per acquisition, and more, calculated the moment you enter your numbers. ## Who is it for? This template is built for anyone planning or reporting on B2C campaigns, including CMOs, brand and growth marketers, and ecommerce teams. If you're the one running the campaigns, it gives you a single place to log everything as it happens, instead of piecing performance together from five different ad platforms. If you're reporting upward, it gives you the ROAS and [CAC](https://www.cmoalliance.com/a-beginners-guide-to-customer-acquisition/) numbers leadership wants to see, already calculated. Either way, you'll always know which campaigns are earning their spend and which ones need a rethink. ## How to use the template Getting started is straightforward: 1. **Make a copy of the template** so you're working with your own version. 2. **Add your campaigns** under Live, Upcoming, or Complete, with details like campaign type, channel, audience segment, and creative variant. 3. **Pull your numbers from wherever you already track them**: your ad platforms for spend and clicks, your ecommerce platform or analytics tool for conversions and revenue. 4. **Watch the dashboard update** as you go. ROAS, CAC, conversion rate, and more recalculate the moment you add new numbers, so you're never doing the math by hand. Think of this as a starting point rather than a fixed structure. Add columns, rename fields, or adjust the campaign types and channels to match how your team actually talks about campaigns. If you track something we haven't included, make it yours. ## Get your B2C campaign tracker template ![B2C campaign tracker template](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/08/B2C-campaign-tracker-template.png) [B2C campaign tracker templateB2C campaign tracker template.xlsx119 KBdownload-circle](https://www.cmoalliance.com/content/files/2026/08/B2C-campaign-tracker-template.xlsx "Download") [B2C campaign tracker template![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/spreadsheets-2026-v3-98e0f851-7993-4600-8131-0e5b935c8081.ico)Google Docs![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AHkbwyJJzru4P94C_R9jbCZHLb28hxq2VI9-ITTUipQFPCFbpRCEbEkmla8SDu6WZnnQPklhVCCoCH8nRmnoqyxK2ltODaMks6HSF4BQGcdsvAljh3VMTqQ-w1200-h630-p-af07d60a-fbbe-435d-813d-6e6c5c7abeea)](https://docs.google.com/spreadsheets/d/1vSQ42cwq8DsXqHuLbJdAnWpLy98-WEfJFH4Gc%5FVWmC0/edit?usp=sharing) _This post is for paying subscribers only._ ### How Bala Desikamani, Marketing VP at Temenos, is architecting a GTM system to scale with AI URL: https://www.cmoalliance.com/rethinking-gtm-in-the-ai-era/ Last updated: 2026-09-30T09:15:35.000Z ****Templates and frameworks to pair with this playbook** - [****MarTech readiness audit**](https://www.cmoalliance.com/martech-readiness-audit-framework/) - [****Strategic bets & growth levers matrix**](https://www.cmoalliance.com/strategic-bets-growth-levers-matrix-framework/) - [****Go-to-market template**](https://www.cmoalliance.com/go-to-market-template-framework/) Let me start with a question that I think every [marketing leader](https://www.cmoalliance.com/the-challenges-leading-marketing-teams/) has been wrestling with over the last twelve months: Are we scaling a system that's built for the future? Or are we stretching it to its breaking point? For most organizations, the honest answer is more complicated than we'd like to admit. I’m going to share a framework for how to think about architecting demand inside a modern, [AI-influenced go-to-market (GTM) system](https://www.cmoalliance.com/from-playbooks-to-patterns-how-ai-is-rewriting-b2b-gtm-strategy/). One that connects demand generation, customer journeys, and lifecycle thinking into a single, scalable engine. I’ll be upfront: I'm not here to tell you AI will solve everything, but to help you think clearly about [where it truly moves the needle](https://www.cmoalliance.com/where-ai-belongs-in-marketing-and-where-it-doesnt/), and where the hype is outpacing reality. ## The system has been showing cracks for a while Let me paint a picture of where we are right now. **60%** of Google searches [now end without a single click](https://www.forbes.com/councils/forbesbusinesscouncil/2026/03/02/the-zero-click-economy-why-60-of-searches-end-without-a-click-and-what-ceos-should-do-about-it/). Think about what that means for your demand engine. Most of them were built on the assumption that people search, click, visit your site, fill out a form, and enter your funnel. That entire motion is eroding. Meanwhile, **42%** of companies that launched AI initiatives in 2025 [abandoned most of them](https://www.fullview.io/blog/ai-statistics#:~:text=AI%20Project%20Failure,5%25%2B%20EBIT%20impact%29) by year-end because they bolted AI onto systems that weren't ready for it. Here's the uncomfortable truth. Most [go-to-market systems](https://www.cmoalliance.com/one-size-fits-most-approach-to-gtm-strategy/) were designed for a world where buyers came to us through search, forms, and outbound marketing. That world is fragmenting. Rather than resist it, the answer is to embrace it intelligently, and that starts with understanding what kind of system you're working with. If you're at a [startup](https://www.cmoalliance.com/stop-upscaling-your-chaos-9-areas-startups-must-fix-before-they-scale/) or early-stage company, this is easier. You don't have legacy tech, dirty data, or years of inorganic growth layered on top of fragile integrations. You get to build from a clean slate. For mid-size and enterprise companies that have been around a while, the challenge is considerably harder. You have historical context embedded in legacy systems, institutional knowledge living in people's heads, and data that AI can’t interpret without the human common sense and intuition that built it in the first place. The tension between AI's promise and your system's readiness is what this whole conversation is really about. For expert insights like this straight to your inbox twice a month, sign up for Pro+ membership. You'll also get access to a range of certifications, a complimentary Summit ticket, 50+ tried-and-true templates, members-only workshops, and **much* more. So, what are you waiting for? [Fast-track your marketing career ](https://www.cmoalliance.com/pro-plus-membership/?utm%5Fsource=ghost&utm%5Fmedium=resources&utm%5Fcampaign=content) ## How buyers are discovering, evaluating, and deciding in 2026 Buyer behavior has fundamentally shifted across all three stages of the buyer journey. Let's walk through each one, starting with discovery. ### The discovery stage AI overviews now appear for roughly **70%** of [commercial-intent queries](https://www.semrush.com/blog/ai-overviews-commercial-search-study/) on Google. ChatGPT has **800 million** [weekly users](https://openai.com/index/the-state-of-enterprise-ai-2025-report/) – possibly covering your entire addressable market – asking questions and getting answers, without ever visiting your website. And increasingly, discovery is happening in social watering holes like Reddit, GitHub, Stack Overflow, and Quora – places where real conversations happen between real practitioners. Community, buyers, and evangelists are becoming more important than ever. ### Evaluation Then there's the evaluation stage. **71%** of B2B researchers [start with a generic search](https://marketingltb.com/blog/statistics/b2b-seo-statistics/#:~:text=71%25%20of%20B2B%20researchers%20start%20with%20a%20generic%20search%2C%20not%20a%20branded%20one%20%28Google%29) for a solution to a specific problem, and they're directing themselves through that journey. We used to recognize that about 57% of the buyer journey happened before anyone talked to a salesperson. Now it's [closer to](https://6sense.com/blog/dont-call-us-well-call-you-what-research-says-about-when-b2b-buyers-reach-out-to-sellers/) **70%**. Peer validation, reviews, community posts, and word-of-mouth far outweigh polished vendor content. ### Decision making Finally, there's the decision-making stage, and it's getting more complicated by the day.[ Buying committees have grown](https://www.attainmentlabs.com/blog/b2b-buying-committees-doubled) from an average of six people to around ten, and decision cycles are stretching out to match. More stakeholders means more opinions to align, and that takes time. It also means a single-channel approach doesn't cut it anymore. Companies that coordinate outreach across email, LinkedIn, phone, and paid ads see [significantly higher conversion rates](https://www.landbase.com/blog/multi-channel-outreach-statistics) than those relying on a single channel. The implication of all these changes is clear. Your [demand](https://www.cmoalliance.com/demand-generation-vs-lead-generation-what-cmos-need-to-understand/) engine can no longer be a downstream activity that just generates leads. It has to be a foundational part of your GTM system, one that shapes and responds to behavior across the entire buyer journey. ## The architecture: Building for the full revenue lifecycle This brings us to the question of architecture. What does an AI-ready GTM system actually look like? The starting point is a mental model shift. The traditional funnel that ended at closed-won is no longer the endpoint. In a recurring revenue business, closed-won is only the midpoint. [![The revenue bow tie](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/08/data-src-image-aa1c858f-e0f2-41f2-bc8c-5efa9a33996b.png)](https://www.cmoalliance.com/rethinking-gtm-in-the-AI-era/) [The bow tie model](https://www.cmoalliance.com/from-funnel-to-bow-tie-a-smarter-model-for-growth/) captures this well. On the left, you have acquisition: awareness, education, decision, and purchase. On the right, you have expansion: onboarding, adoption, impact, and expand or renew. The pivot point in the middle isn't the finish line – it's the commit stage, where the relationship really begins. What's critical is that the customers who onboard successfully, adopt deeply, and see real impact are also the ones chattering on GitHub or Reddit, answering questions your future buyers are asking. [The content they create](https://www.cmoalliance.com/engagement-to-revenue-how-ugc-boosts-roi/) is shaping your pipeline, often without you even knowing it. Demand gen has traditionally been confined to the left side of that bow tie: top of funnel, lead gen, MQLs. But in a modern GTM system, demand thinking needs to run its full length, from awareness through to expansion and renewal. You're designing an entire demand system – a [content strategy](https://www.cmoalliance.com/content-marketing-for-different-stages-of-the-buyers-journey/), messaging architecture, and a narrative curation process – that connects through the entire customer lifecycle. ## AI’s three superpowers for GTM So, where does AI actually fit into this structure? In my view, it gives GTM teams three main superpowers right now. [![AI's three superpowers for GTM](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/08/data-src-image-73f03d1a-351d-4189-b544-0266966106a8.png)](https://www.cmoalliance.com/rethinking-gtm-in-the-AI-era/) _This post is for paying subscribers only._ ### The relationship is the strategy: A marketing leader's guide to working with sales URL: https://www.cmoalliance.com/the-relationship-is-the-strategy-a-marketing-leaders-guide-to-working-with-sales/ Last updated: 2026-09-03T06:47:34.000Z *Most advice about aligning marketing and sales treats it as a process problem: fix the handoff, speed up lead follow-up, and agree on what a qualified lead is. But the thing you're actually looking at is rarely a broken workflow. It's a broken relationship, and no amount of processes will fix a human problem. Here is what does, along with the weekly, monthly, and quarterly rhythm I keep to make it hold.* You can tell in the first week. You come into a new role, you sit in on your first pipeline review, and within twenty minutes you realize [marketing and sales](https://www.cmoalliance.com/marketing-ops-the-key-to-sales-and-marketing-success-2/) are describing two different companies. Marketing talks about sales in the third person. Sales, when you ask about a campaign, gives you a polite non-answer that tells you they stopped paying attention a while ago. The campaigns are polished, and the pipeline is anemic, and nobody can quite explain the gap because the two teams stopped comparing notes a *long* time ago. I've walked into this situation more than once, and the tempting instinct every time is to fix the process. Fix the lead handoff. Redraw the funnel. Get everyone to agree (finally) on what a qualified lead actually is. All of that has its place. None of it fixes the thing you're actually looking at, which is not a broken workflow. It's a broken relationship. Process problems are easy to name and comforting to solve, because they let you avoid the harder truth: two groups of people have decided the other is not really trying to help them win. You can automate the handoff and still have that. So, this is a guide to the human work *underneath*, and because good intentions evaporate without a rhythm to hold them, the specific cadence I keep to make sure the relationship gets tended when nothing is on fire. And before any of it, there's one thing worth saying plainly, because I have been on the wrong side of it. This relationship breaks in both directions, and marketing earns a real share of the distrust. We send leads that were never going to buy and call them qualified. We build campaigns that look good on a deck and do nothing for a live deal. We ask sales to [trust](https://www.cmoalliance.com/trust-is-the-product-what-the-financial-times-gets-right-and-most-cmos-miss/) our judgment while quietly assuming ours is better. If you walk into a broken relationship and your first instinct is to catalogue what sales is doing wrong, you have already misunderstood the job. The repair starts with owning marketing's half of the damage, out loud, before you ask anything of them. One distinction before we go further, because it matters. A healthy marketing and sales relationship still has *friction*. There will always be an argument about whether a lead was really an MQL and who deserves the credit. And there should be. That is two teams caring about the same outcome from different angles. A broken relationship is a different thing entirely. It's not friction. It's absence: two teams who have stopped assuming good faith and started routing around each other. The goal of everything that follows is not to remove the friction. It is to build enough trust that the friction stays productive. [The loneliness of leadership, and how to fix itLeadership can be isolating, even with a supportive team. Here’s how marketing leader Felicitas Sommer built a peer network that actually helps.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--093a9092-927c-424a-ba80-16b1f1175857.png)CMO AllianceFelicitas Sommer![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/The-loneliness-of-leadership--and-how-to-fix-it-----Felicitas-Sommer--PriceHubble-2b3c8075-55f3-4167-a1fa-9a4518dedbaf.png)](https://www.cmoalliance.com/the-loneliness-of-leadership-how-i-built-a-peer-network-that-actually-helped/) ## **The first 90 days: earn the right before you touch the plan** The mistake I've watched many capable marketers make is arriving with a strategy before we've earned the standing to propose one. Account managers can sense distance immediately. They know whether you've ever sat on a call while a prospect went silent, or watched a deal you were sure of slip a quarter for reasons no dashboard predicted. So the first 90 days aren't for building the plan. They're for becoming someone sales is willing to [build a plan](https://www.cmoalliance.com/how-to-build-an-experiential-marketing-strategy-examples-inside/) with. That means going where the work actually happens. Sit on discovery calls, enough of them that you stop flinching at the objections. Ask an account manager to walk you through a deal they lost, and then do the hardest thing in the conversation, which is to say nothing about what marketing could have done differently. Just *listen*. ![A marketing leader's guide to working with sales](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/09/Felicitas-Sommer-----sales-for-coffee----------1-.png) Here's the part that separates this from relationship theater, and the sales team can tell the difference from a mile away: they have all sat through a marketer's listening tour that changed nothing. The coffee is not the point. What you visibly do with what you hear is the point. Fix one small thing they complained about, fast, and tell them you fixed it because they said so. That single act buys you more credibility than a quarter of shiny campaigns. Credibility with sales is lent, not granted. Your title doesn't confer it, and it's withdrawn the moment you stop showing up. ## **Then: speak in their currency and build the plan together** Once you have standing, use it carefully. Every function has a native language. Marketing's is reach, engagement, share of voice. Sales speaks in named accounts, deal stages, and the distance between now and the end of the quarter. When you brief a campaign in impressions, you're handing the sales team translation work they have no reason to do. Frame the same campaign in terms of the accounts it warms and the conversations it makes easier, and you're meeting them where they already live. The best compliment I get is hearing a salesperson describe one of our campaigns as if the idea had been theirs all along. And build the plan *with* them, not for them. This is where I watch capable marketing leaders go wrong most often, and the pattern is always the same. They work from a narrow view of their own world, the marketing targets they have to hit and the way they have decided to hit them. They build the plan inside that world, without asking their own team for input and certainly without asking sales, because on some level they believe they know better. Then, they present the finished thing to sales and call it collaboration. It is not. By the time something is on a slide, the moment for real input has already passed, and sales knows it. What they're being offered is not a say; it is a briefing. The alternative is slower and far more durable. Bring sales in while the plan is still soft enough to change. Let them shape the target list, pressure-test the message, and argue with the timing. ![A marketing leader's guide to working with sales](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/09/Felicitas-Sommer-----sales-for-coffee----------2---1-.png) Some of that input will complicate your tidy strategy, and that friction is exactly the value. A plan that has survived a real argument with the people who execute it is worth more than a flawless one they never touched. Ownership cannot be handed over at the end. It has to be built in from the start. ## **The rhythm that keeps it alive** Everything above decays without maintenance. A relationship is not a problem you solve once and file away. It's a practice, and practices need a cadence. This is the one I keep. The discipline of never skipping them is the whole point. ### **Weekly** - 30 minutes with the regional sales lead, with a real agenda. Not a [reporting](https://www.cmoalliance.com/voice-of-the-customer-reporting-template-framework/) agenda, which turns the meeting into a status update and quietly kills the honesty. A working one: what is stuck, what is coming, what either of us needs from the other before next week. - Clear every sales request for a one-pager or a reference before their next call, not next sprint. Speed is the message. ### **Monthly** - One coffee with an account manager you don't normally hear from. The loud ones will always find you; the quiet ones hold the insights nobody has surfaced. - Sit on at least one live sales call. Not a recording. Live, so you feel the silences. - Walk the [pipeline](https://www.cmoalliance.com/revenue-and-pipeline-ownership-sales-vs-marketing/) together and ask one question honestly: where did marketing help, and where did we just make noise? Write down the noise. - Credit sales publicly for one win the campaign supported. Recognition is the cheapest currency you have, and you probably underspend it. ### **Quarterly** - Plan the next quarter with sales in the room while it is still editable, not after. - Review what underperformed, out loud, and own marketing's share before anyone has to point at it. - Point both teams at one external target for the quarter. A competitor, a segment, a category to define. When the challenge is outside the building, the question of who gets internal credit gets much smaller. [Where AI belongs in marketing – and where it doesn’tNot a tool list. Not a framework. A real account of where AI adds value in marketing, where it doesn’t, and why that distinction is everything.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--c5b6e54e-7c1c-4853-860a-812a282f7720.png)CMO AllianceFelicitas Sommer![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Where-AI-belongs-in-marketing-----and-where-it-doesn-t-----Felicitas-Sommer-----PriceHubble-1-eb1e2ba0-9912-4ab4-b8c9-41b36d4fc972.png)](https://www.cmoalliance.com/where-ai-belongs-in-marketing-and-where-it-doesnt/) ## **Compete with the market, not with each other** That last item is the one that quietly does the most work, so it's worth saying plainly. Some friction between the two teams is permanent, and pretending otherwise is naive. Every company has the same running argument. Is that person an MQL or should they go straight to sales as an SQL? We had them at the booth, so marketing sourced the lead. Yes, replies the account manager, but I had already spoken to them three times, so that opportunity is mine. This tug of war over who touched the lead first will never fully end, and that is fine. It only becomes corrosive when you let it define the relationship. Because underneath it is a scarcity problem. Both teams behave as though recognition is a fixed pie, and every slice the other takes is a slice lost. The way out is not a values poster or a cleaner [attribution model](https://www.cmoalliance.com/marketing-attribution-models-explained/). It is to keep saying the thing that is actually true: at the end of the day it does not matter where the lead came from. It matters that sales sells. Attribution is a tool for learning what works, not a scoreboard for deciding who won. The moment it becomes a scoreboard, both teams start optimizing for credit instead of for revenue, and the customer is nowhere in that fight. Keep both teams pointed at the same external target, so the competition is with the market rather than with each other. You cannot decree this. But you can model it by refusing every single invitation to make it marketing against sales and redirecting the energy outward instead. Do that consistently enough and the culture shifts under you. ## **The relationship is the strategy** Get the human part right and the operational fixes become easy, because two teams who trust each other will cheerfully sort out the plumbing themselves. Get it wrong, and no process will save you, because people who do not trust each other will route around even the best-designed system. The work is not to align marketing and sales. It's to make them one team that happens to have two names, and then to keep showing up, on the weeks when nothing is broken, so it stays that way. --- ## Get help building key relationships Building trust with sales takes more than good intentions; it takes the right tools at the right moment. Our Insider membership gives you free access to the frameworks and templates that make plans like these easier to build and easier to defend. [Become an Insider for free](https://www.cmoalliance.com/insider-membership-plan/) ### The complete AI search playbook for marketers URL: https://www.cmoalliance.com/the-complete-ai-search-playbook-for-marketers/ Last updated: 2026-09-09T09:12:48.000Z ****Summary** The best companies aren't panicking. Carta, Ramp, and Webflow are proving that visibility in AI search comes from connected systems where originality, speed, and credibility compound. ****\- Search is now an answer engine.** Visibility depends on being **cited*, not ranked. ****\- Freshness fuels authority.** 70% of AI-cited pages were updated within the past year. ****\- Originality wins.** LLMs reward **information gain -* new data, unique insights, and first-party context. ****\- Humans set the standard.** The best teams automate structure, not voice or judgment. ****\- Authority lives off-site.** 85% of brand mentions in AI search come from third-party sources, not your own. ****\- Speed compounds trust.** Teams that refresh content 3× faster dominate both Google and AI visibility. The way people get information has changed more in the past year than in the previous twenty. Search is no longer a list of links. Instead of typing a question into Google and scrolling through ten blue links, billions of people are now getting direct answers from AI assistants like ChatGPT, Claude, and Gemini. That single behavioral change is rewriting how brands are discovered. When your customers stop clicking through, traditional SEO and content strategies stop working. The playbook that defined a generation of growth is collapsing — and with it, the visibility companies have long relied on to reach their audiences. From learning to decision-making, each answer is powered by content that meets new quality and freshness standards. The brands that show up will win. The ones that don’t will disappear. The best companies are adapting to this reality, not panicking. They’ve built connected systems where visibility, content, and performance feed each other in a continuous loop. We’ve assembled this guide so you can see exactly what’s working for the leading brands like Carta, Ramp and Webflow across AI search today. Use this playbook to stay visible, move faster, and turn intelligent systems into lasting growth. ## What’s actually working today The “slop” era is over. High-volume filler stopped working because audiences lost trust and leaders lost patience. Visibility in AI search now depends on credibility that begins on your website, but extends far beyond it. The rules are still emerging, but that’s the opportunity. With fewer incumbents, the fastest-moving teams are winning by mastering three things: originality, human judgment, and speed. Based on \~15 million data points across AI answers, queries, citations and brand mentions, a pattern is clear: freshness and speed is the competitive edge. Seventy percent of the pages cited by AI models were updated within the past year, and content less than three months old is three times more likely to be referenced. Our analysis shows the same pattern across every high-performing team. ![3 principles of quality content](https://cdn.prod.website-files.com/62203be3930f396b6cdb3478/6913674f0accd3af867af2f4_43c452bb.avif) ### 1\. Create information-gain content LLMs reward novelty, not noise**.** The web is saturated with repetition, and large models filter for sources that add something new. Winning teams compete on *information gain*. They publish proprietary data, internal insights, and distinct points of view that expand the model’s knowledge, not restate it. - **Carta** and **Ramp** turn internal datasets, customer calls and insights from subject-matter experts into content to generate net-new content that audiences trust and LLMs notice. - **Webflow** saw a **6× higher conversion rate from AI-sourced traffic** after focusing on original, structured, and authoritative material competitors couldn’t copy. **Takeaway:** Authoritative and unique content is now the most defensible moat in AI search. #### AI agents are now the reader Another new question has emerged alongside staying visible in AI search: *how do we stay visible when AI agents are doing the searching on someone's behalf?* Agentic AI (tools that browse, retrieve, and act autonomously) is changing the retrieval layer of search. Users will soon (if they haven't already) connect AI assistants to live data sources, delegating research tasks to agents, and relying on automated workflows to surface what's relevant. When an agent browses for your category, it retrieves the most structured, authoritative, and current information it can find. This is where **Model Context Protocol (MCP)** comes in. MCP is the emerging standard that allows AI assistants like Claude to connect directly to external tools and data sources in real time. For content teams, it means two things: 1. **Your content needs to be retrievable by machines**, not just readable by humans. Structured formatting, clear hierarchy, and explicit answers aren't just citation best practices - they're the architecture agents depend on to extract and act on information. 2. **Your own AI workflows can connect to live performance data.** AirOps now offers an MCP integration that lets teams surface citation insights, brand visibility data, and content performance directly inside Claude. ### 2\. Keep humans in the loop AI enhances creativity but never replaces it. Top teams use AI to accelerate research and structure while keeping humans in charge of voice, accuracy, and tone. They’ve built workflows where writers, strategists, and systems designers collaborate in real time. - Teams increasingly invest and upskill around content engineering, a hybrid role that blends editing, systems design, and quality control. - At **Klaviyo**, this role orchestrates content systems that merge brand context, data, and human quality together. **Takeaway:** Automation works best when it’s guided by judgment. Human oversight is the safeguard that keeps AI-driven content credible. ### 3\. Move at high velocity Freshness is the new authority signal. AI models overwhelmingly cite content that’s recent and actively maintained. Pages updated within three months are three times more likely to be cited, and >60% of commercial pages cited by ChatGPT were updated in the past six months. Given the increased requirements in refresh frequency, teams are building systems to not only keep up, but make this their advantage. Chime had over 700 blog posts and a refresh process that was capping the team at around 50 posts per quarter. After implementing AirOps, each refresh dropped from 45 minutes to under 5 minutes — an 89% time reduction — with refresh velocity increasing 70%. Within four weeks, AI citations on priority questions tripled. Docebo turned content refresh into a competitive system. When traffic on a page dropped more than 20%, it automatically triggered an update cycle . The result: a 25% share of voice lead in their category, plus double the publishing velocity without adding headcount. What makes Docebo's approach worth studying isn't just the numbers. It's the shift from reactive to proactive. Rather than responding to visibility loss after the fact, they built a system that catches it early and acts before the drop compounds. They're now expanding that same logic into internal linking audits, sitemap reviews, and full AI search optimization. Their content operations are a core part of their infrastructure. ****Takeaway:** The fastest teams don't just publish more. They build systems that detect decay and respond automatically. > **Information gain + human judgment + speed = durable growth.** AI rewards marketers who think like builders, not publishers. Now that we’ve covered what works, the next step is building a system that makes those results repeatable. The following framework shows how leading teams plan, execute, and measure visibility in AI search. ![](https://cdn.prod.website-files.com/62203be3930f396b6cdb3478/69161f365eae4ac618facebb_Winning%20AI%20Search%20Requires%20a%20New%20Series%20of%20Action.avif) ## The New System of Action Crafting content that meets the demands of AI search now depends on a repeatable process that connects strategy, creation, measurement, and trust. This is the new system of action for modern content and marketing teams. It’s a [**practical framework**](https://www.airops.com/lp/aeo-playbook-for-marketers) any organization can use. The goal is to make visibility measurable and repeatable, using tools and systems that fit your workflow and ignite your team’s creativity. ### 1\. Know exactly what to do next Use data to know where to focus before you create anything. Visibility grows faster when you prioritize the queries that matter most. - Dive deep into the topics, prompts, and pages driving visibility and performance. - Surface opportunities on your site, external sites, and even Reddit threads on a regular cadence - Prioritize topics based on potential impact and effort, then align your team around the next best moves. **Result:** A short list of high-impact topics that tells your team exactly where to invest next. ![](https://cdn.prod.website-files.com/62203be3930f396b6cdb3478/69161f64c23f38f773aa700e_Prompts.avif) ### 2\. Create and refresh with precision Keep your content system active and relevant. AI search rewards teams that update often and publish with the right structure to be found and cited. - Combine human expertise with precise AI to bring your brand’s stories to life with workflows for creation and refresh across both owned and earned channels. - Automate triggers for updates every 60–90 days, or when traffic or citations drop. - Design templates and review cycles that maintain accuracy, speed, and brand context. - Centralize where you collaborate with your team to accelerate approvals and stay aligned. **Result:** A steady flow of content that stays visible, trusted, and aligned with how humans and AI search. ### 3\. Measure your ROI and impact The way we measure content performance has changed. Traffic and rankings once defined success, guided by impressions, clicks, and keyword positions. Now, visibility is measured by how often your brand is cited, mentioned, and trusted inside AI answers. The best teams are shifting to a holistic approach that looks beyond search rankings to understand how the brand shows up across all discovery channels. In AI search, visibility depends on appearing in trusted, authoritative answers on the topics that matter most. To do this, don’t chase keyword volume and traffic. Instead, map out your most important topics, the [**queries that matter most**](https://www.airops.com/report/the-fan-out-effect-what-happens-between-a-query-and-a-citation), and where you want your brand to be seen as credible and useful. What’s the ROI of your content? How has it performed over time? And where does your brand stand today? ### **What to measure:** The 2026 State of AI Search, developed with growth strategist Kevin Indig, confirmed many of these metrics. Pages that go more than three months without an update are **3× more likely to lose visibility**. Annual updates are the minimum bar, with 70% of AI-cited pages updated within the past year. For SaaS, finance, and news, the window is tighter still. One new signal worth adding to your dashboard: [McKinsey research](https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/new-front-door-to-the-internet-winning-in-the-age-of-ai-search) shows that 50% of Google searches already surface AI summaries, a number projected to hit 75% by 2028\. Strong SEO and strong AEO aren't parallel strategies. They're the same investment. Don't wait for a traffic drop to trigger a refresh audit. The teams with the highest compounding visibility run standing weekly reviews of citation rate, share of voice, and pages aging out of the freshness window. They act before the decay starts. - **Brand Visibility:** How often your company appears in AI-generated answers. - **Citation Rate:** How frequently your pages are used as trusted sources. - **Share of Voice:** How your visibility compares to competitors across AI search. - **Sentiment:** Whether mentions are positive, neutral, or negative. **Result:** A clear view of what’s driving growth and where to focus next. ![](https://cdn.prod.website-files.com/62203be3930f396b6cdb3478/69161f82de579016fa0ab4e7_Insights.avif) ### 4\. Build a system of record for trust In a world where AI generates endless variations of your message, the real differentiator is consistency. Consistency builds credibility, and credibility fuels authority. A system of record becomes the single source of truth that keeps every workflow, prompt, and piece of content aligned, factual, and unmistakably yours. **It should include:** - **Product knowledge:** Core features, differentiators, and pricing context. - **Brand voice:** Tone, phrasing examples, and common pitfalls to avoid. - **Positioning and messaging:** Approved narratives and target personas. - **Data sources:** Verified research your team can cite confidently. - **Governance rules:** Who owns updates, how changes are approved, and where they’re tracked. This structure turns scattered information into reusable, trustworthy context that every workflow can draw from. Each component should stay in sync with your existing systems. Store this information in a knowledge base that grounds every prompt and output. It keeps your context organized, prevents drift, and reduces friction between teams. As your product, positioning, or tone evolves, your outputs evolve too. Your content always reflects who you are now, not who you were six months ago. **Result:** A reliable foundation that keeps every message on-brand, factual, and trusted across all channels. ![](https://cdn.prod.website-files.com/62203be3930f396b6cdb3478/69161f9929f61c0d38e8d6e0_Brand%20kit%20-%20Chime.avif) ## How to Turn the System Into Visibility The system of action gives teams a repeatable way to plan, create, measure, and maintain trust. To turn that system into real visibility, you need consistent action. The following four plays show how leading teams do it. ### 1\. Create: Originality and structure win visibility Originality is the moat in AI search. Models reward content that introduces new information, but it also must follow a clear structure they can easily interpret and trust. ![](https://cdn.prod.website-files.com/62203be3930f396b6cdb3478/691669b75f4508e126963ba9_7.%20Structural%20Attributes.avif) Across more than 12,000 pages analyzed, every structural element tested appeared more frequently in ChatGPT-cited content often by margins of **20 to 40 percentage points** compared to Google’s top results. - Pages with FAQs show a 40% higher likelihood of being cited in AI search. - Pages with three or more schema types are 13% more likely to earn AI citations. - A clear heading hierarchy (H1 to H2 to H3) increases citation odds 2.8×. - Organized lists and tables appear in nearly 80% of ChatGPT citations, compared to 29% in Google’s top results. At Carta, this approach turned into results fast. By embedding structured authoring and proprietary data into every post, the team achieved a **7× increase in AI citations** and a **75 % citation rate** on newly published pages without adding headcount. ### 2\. Refresh: Updated content builds trust Freshness is now one of the strongest signals of trust in AI search. Models consistently favor pages that are recent, accurate, and actively maintained, especially for commercial queries tied to purchase decisions. ![](https://cdn.prod.website-files.com/62203be3930f396b6cdb3478/69166a680cd6171f42513632_8.%20Quarterly%20Refresh%20Rate.png) - 70% of cited pages were updated within the past year on ChatGPT. - Pages refreshed within 3 months are 3× more likely to be cited. - Companies in fast-moving industries like SaaS, finance and news sites only have a 3 month window before their content is out of date. Webflow automated refresh workflows across its content library using [**AirOps**](https://www.airops.com/), integrating directly with their CMS so updates could publish without manual staging. The results came fast: a 5× increase in content refresh velocity, a 40% traffic uplift within days of publication, and ChatGPT-attributed sign-ups growing from 2% to nearly 10% — with AI-sourced traffic converting at 6× the rate of traditional organic search. ### 3\. Third-Party: Offsite signals add validation Visibility doesn’t stop at your own domain. When AI models surface brands during early-stage commercial discovery, they look for external validation, not what the brand says about itself. In our research analyzing more than 21,000 brands, 85% of brand mentions are sourced from third-party content, not the brand’s own site. This shows that authority now lives across the web, not just on your homepage. - Brands are 6.5× more likely to be cited through third-party sources than from their own domains, making external validation the dominant driver of visibility in AI search. - 68% of brand mentions are unique to a single AI model–brands need consistent coverage across external sources to maintain visibility. - Nearly 90% of all third-party citations come from listicles, comparisons and review sites and 80% of cited brands show up within the first three positions. AI relies on these ranked formats to understand which brands define a category. The data is specific. Our research found that nearly 90% of all third-party citations come from listicles, comparison pages, and review sites — and 80% of cited brands appear within the first three positions of those formats. If you're not in the top three on a key comparison page, you're effectively invisible in that AI answer. ### **Where to focus your offsite effort:** - **Reddit** appears as a cited source in roughly **22% of AI-generated answers**. Authentic peer discussion signals real-world credibility. The play isn't brand promotion; it's genuine participation in conversations your buyers are already having. - **YouTube** is an underrated citation source, particularly for non-branded "how-to" queries. 75% of YouTube citations in AI answers occur in exploratory searches - **Listicles and comparisons** are the highest-leverage surface to influence. If a publication in your category publishes a "best \[your category\] tools" list and you're not on it (or in the top 3) that's the first place to focus offsite outreach. One more principle worth reinforcing: **content must be quotable.** Vague positioning and category-level claims give AI platforms nothing concrete to extract. The brands that earn the most offsite citations write in clear, specific, factual language that a model can lift and trust. Credibility is built in the specifics, not the superlatives. As TrustRadius CMO Allyson Havener notes, “The most powerful influence happens where attribution can’t see: visibility in AI answers, peer referrals, and third-party proof. Credibility is the lever.” ![](https://cdn.prod.website-files.com/62203be3930f396b6cdb3478/69166a8620e5c40e2ccc42cc_9.%2085%25.png) ### 4\. Social Engagement: Community creates credibility Community platforms have become the new trust layer of search. AI models now prioritize authentic participation and peer validation over brand promotion. Our analysis of 5.5M answers found that user-generated citations cluster across four main types of platforms. - Community Q&A spaces like Reddit and YouTube reward direct expertise and real discussion. - Social platforms such as LinkedIn and X surface professional commentary and peer validation. - Community editorial sites like Wikipedia and Medium build authority through collective editing and consensus. - Review and rating platforms such as G2 and Trustpilot reinforce credibility through user feedback and proof points. ![](https://cdn.prod.website-files.com/62203be3930f396b6cdb3478/69166a9ac2d42eeef75d79bc_10.%20UGC%20Influences%2050.avif) Visibility and awareness happen in real conversations across Reddit, LinkedIn, and YouTube, where the freshest and most authentic insights are shared. These platforms are increasingly cited in AI answers because they reflect what people are actually saying and searching for in real time, not static pages frozen in the past. - 48% of AI citations come from Reddit, LinkedIn and YouTube. - Reddit appears as a cited source in about 22% of generated answers. - 75% of YouTube citations occur in non-branded “how-to” queries where users are exploring, not searching for a specific brand. LegalZoom focuses on high-impact Reddit discussions that align with its brand. Using AirOps workflows, the team identifies opportunities and drafts responses reviewed for compliance and accuracy reducing their response times from 48 hours to under 30 minutes. ### The compounding loop These actions strengthen each other over time. Original ideas create content worth refreshing. Fresh content earns new mentions across trusted sources. Those mentions spark conversations in communities that feed the next wave of ideas. This is how enduring visibility is built: a continuous loop of creation, refresh, validation, and engagement. Teams that keep the loop in motion build authority faster and sustain it longer. ![](https://cdn.prod.website-files.com/62203be3930f396b6cdb3478/69166ab52dd5c2af89bbece2_11.%20The%20Compounding%20Effect%20of%20Brand%20Recognition.avif) ## Organize the team that powers the system Content engineering is now a job title people are actively hiring for. AirOps University offers certification in content engineering, and the AirOps Cohort, a two-week live training program, has produced a growing community of certified practitioners across enterprise marketing teams, agencies, and in-house SEO functions. There's a dedicated job board and an expert marketplace. The role has moved from concept to profession. The bar for standing up a content-led growth system has dropped significantly as a result. You don't need to build this capability from scratch or spend months defining what the role looks like internally. There's a growing talent pool, a shared curriculum, and a community of practitioners who have already solved the problems your team will face. The four-role structure, Context Librarian, Content Engineering team, Strategy Lead, and Executive Sponsor, gives each function a clearer hiring path, a set of shared tools and workflows, and external peers to learn from. It's no longer a model you have to build from first principles. ![](https://cdn.prod.website-files.com/62203be3930f396b6cdb3478/691394347cbe7fce3e9cec55_2f2d60c8.avif) ### Context management: Govern brand truth Content only moves fast when everyone trusts the foundation. This role owns the single source of truth for product definitions, tone, and positioning, built from the inputs of product marketing, legal, and other key teams. By aggregating what matters most across functions, the Context Manager maintains a “context library” that keeps every workflow aligned, accurate, and ready to move with speed. ****Result:** Every project starts from an approved, reliable context that speeds up collaboration and reduces review cycles. ### Content engineering: Build systems that scale quality The content engineer designs the workflows that power the entire system. They connect research, briefs, and refreshes into one repeatable process and integrate AI tools without losing human oversight. Their work turns creative ideas into structured, scalable operations. ****Result:** Higher output, greater precision, and a consistent standard of quality across every channel. ### Strategy lead: Turn data into smart bets The strategy lead translates visibility and performance data into clear priorities. They identify which topics or formats are compounding results and which need to be retired or refreshed. Their goal is to shorten feedback loops so the team learns faster and focuses on what moves the needle. ****Result:** Every decision ties back to measurable ROI and the system gets smarter with each cycle. ### Executive sponsor: Clear the path and set the mandate AI search has become a leadership priority. The executive sponsor provides top-down alignment across marketing, product, and legal. They remove obstacles, secure budgets, and make it clear that speed and experimentation are not optional—they’re expected. ****Result:** A unified mandate that empowers the team to move fast, make decisions confidently, and scale with support from the top. Together, these roles form a loop of clarity, execution, and learning. Context librarians define the truth. Content engineers operationalize it. Strategy leads turn insight into action. Executive sponsors keep the path clear. This structure turns a content team from a production line into a growth engine that’s built for speed, trust, and adaptability. ## What to do next This is not the time to slow down. The rules of visibility are changing every quarter, and the advantage now belongs to teams that move with structure. The best teams measure visibility weekly, refresh content quarterly, and keep human and AI systems learning together in one loop. The shift ahead is bigger than technology alone. Visibility now depends on how well your systems, workflows, and people operate as one connected engine. High-performing teams already think of this as a core operating principle, not a campaign. If you are ready to see where your brand stands and what it will take to compete, our team can help. AirOps works with marketing and growth leaders to evaluate visibility, identify winning strategies, and design systems of action that match each organization’s goals and structure. ### Top influencer programs in 2026: Real examples and why they're so successful URL: https://www.cmoalliance.com/5-examples-of-successful-influencer-programs/ Last updated: 2026-09-02T15:04:32.000Z Want to know how some brands turn [influencer marketing](https://www.cmoalliance.com/evolving-influencer-marketing/) into real results? You’ve come to the right place. With the influencer marketing industry set to be [worth a jaw-dropping **$24 billion** by the end of 2024](https://influencermarketinghub.com/influencer-marketing-benchmark-report/), brands across the board are harnessing the power of influencers to get closer to their audiences. And why wouldn’t they? After all, influencer marketing is now considered the **third most effective** marketing trend, right after short-form videos and content showing brand values (both of which play well in influencer campaigns), according to [HubSpot’s 2024 State of Marketing Report](https://www.hubspot.com/state-of-marketing). In this article, we’ll dive into some standout influencer programs that have mastered the art of reaching audiences authentically and effectively. From brands that began with organic partnerships to those leveraging influencers for major events, each has a unique strategy that makes them worth watching. Let’s dive in. ## **Influencer program examples at a glance** Before we dive into each example in more detail, here's a quick snapshot of the influencer programs we'll cover. | Brand | Platform | Min. Follower Requirement | Compensation Type | | ---------- | -------------------------- | --------------------------------------------------------------------------- | ---------------------------------------------------------------------------------------------------------- | | Gymshark | Instagram, YouTube, TikTok | None stated - selection based on content quality, brand fit, and engagement | Not publicly disclosed | | Lululemon | Instagram | None published (two tiers: local studio vs. global Brand Ambassador) | Free product/store credit (local) or paid sponsorship (global); separate affiliate program pays commission | | Fabletics | YouTube, Instagram | None stated | Flat fee (affiliate) + gifted product (VIP tier)\* | | Jack Wills | TikTok, Instagram | No public program - agency-brokered campaigns only | Gifted product or paid, case-by-case | | MVMT | Instagram | Not published | Free product + commission | | Semrush | TikTok, Instagram | \~1,000 followers/subscribers or \~1,000 monthly site visitors | Affiliate commission + signup bonus | | Salesforce | LinkedIn, Events | No public application — internal employees & hand-picked experts only | Employee advocacy / hand-picked partnerships (not open-application) | | Adobe | LinkedIn, Instagram | 10,000+ reach (Adobe Express Ambassador program)\* | Paid per monthly branded post, tiered | Let's take a closer look at how each program works. ## **Top fitness influencer programs** ### Gymshark A quick search of #gymshark on Instagram reveals exactly what you’d expect: hundreds of images of fitness enthusiasts rocking their Gymshark gear. From amateur gym-goers with 50K followers to professional power-lifters with millions, Gymshark has mastered influencer diversity. Some influencers are small and lean, while others look like they could flip a truck. But here’s what they all have in common: they fit the Gymshark brand. > [ View this post on Instagram ](https://www.instagram.com/p/CzmJHPIvQq6/?utm%5Fsource=ig%5Fembed&utm%5Fcampaign=loading) > > [A post shared by Alli Jo (@allismeltzer)](https://www.instagram.com/p/CzmJHPIvQq6/?utm%5Fsource=ig%5Fembed&utm%5Fcampaign=loading) Gymshark’s approach to influencer marketing started organically. Back in the day, when founder Ben Francis was still sewing each piece of apparel from his parents’ garage, [he decided to send some gear to Lex Griffin](https://www.youtube.com/watch?v=MpftE7RwQnM), a fitness YouTuber he loved watching. This wasn’t a meticulously planned marketing move; it was simply a creator supporting a creator. And that authenticity? It resonated. Fast-forward to today, and dozens if not hundreds of Gymshark influencers (affectionately dubbed “Athletes”) are showing their love for the brand, sharing products and discount codes in a way that feels real, not forced. **So, why does it work?** Gymshark has built a genuine community. These Athletes are actual gym lovers sharing products they believe in, which makes the brand feel relatable and approachable, not like just another company trying to make a sale. **The results:** Gymshark’s growth has been nothing short of meteoric. From a humble garage operation to a global fitness empire bringing in [over $700 million a year](https://www.drapersonline.com/news/gymshark-ceo-2024-will-be-our-biggest-ever-year), Gymshark is now a household name. And Ben Francis? He’s gone from delivering pizzas to becoming [Britain’s youngest self-made billionaire](https://www.forbes.com/sites/monicahunter-hart/2024/03/31/worlds-youngest-billionaires-2024-john-collison-ben-francis-evan-spiegel/), proving that with the right community, you can achieve almost anything. ### Lululemon While Gymshark built its community from a garage, Lululemon took a different but equally deliberate route. Instead of chasing celebrity fitness influencers, they built an "ambassador" program of roughly 5,600 creators, deliberately weighted toward micro and mid-tier voices over macro names. The strategy leans into local, grassroots credibility: ambassadors are often studio teachers, personal trainers, or everyday fitness enthusiasts rather than professional influencers. Lululemon even backs many of them with support in their careers. Hashtag campaigns like #TheSweatLife turn everyday ambassador content into a steady stream of branded, community-driven posts. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/09/Screenshot-2026-09-02-at-08.14.22.png) **Why it's a win:** smaller creators are cheaper and they can often be even more effective. According to Tribe Dynamics, micro-influencers drove **36%** of Lululemon's total Earned Media Value, more than four times the share Gymshark's micro tier drove in the same study. **The results:** Lululemon generated $86.1 million in Earned Media Value in a single tracked 12-month period, up 20% year-over-year. The #TheSweatLife campaign alone drove $4.6 million in EMV from more than 1,400 posts by 678 creators — proof that volume and authenticity can outperform reach alone. ### **Fabletics** Fabletics runs its [influencer program](https://www.cmoalliance.com/influencer-marketing-the-perfect-combination-of-brand-and-performance/) less like a marketing campaign and more like a performance-marketing channel. The brand splits its creators into two tiers: around 200 paid influencers (ranging from 50K to 7 million followers) posting trackable, direct-response content, and 350+ unpaid micro-influencers receiving free product in exchange for coverage. What sets Fabletics apart is its insistence on measurability. Paid partnerships are built around explicit calls to action. For example, a "swipe up" link or a verbal "click the link in my bio" tied to a specific offer (typically two pairs of leggings for $24), all tracked through affiliate software so Fabletics can calculate the cost-per-acquisition down to the individual creator. **Why it's a win:** most influencer marketing sells brand awareness first and hopes conversions follow. Fabletics flips that, treating each influencer as its own acquisition channel with its own ROI. **The results:** in a single peak month, a $600,000 influencer spend generated 13,000 new customers through direct-link tracking alone — a level of attribution most influencer programs never achieve. ## Top B2B influencer programs ### Semrush Think influencer marketing is only for fashion or fitness brands? Semrush begs to differ. This B2B brand has taken influencer marketing by storm, proving that software can be just as "influencable" as the latest sneaker drop. And they don’t hold back – Semrush combines a mix of practical tips, clever social insights, and a sprinkle of humor to reach audiences who may not have even known they needed Semrush until they saw it in action. Some standouts? Short social videos featuring creators like Keira Jones and Joe Fenti. Keira, with her 100K TikTok followers, has helped drive Semrush’s message to young marketers in need of quick content strategy wins. > [@thekeirajones](https://www.tiktok.com/@thekeirajones?refer=embed "@thekeirajones") How to boost TikTok views with content that's SEO optimized - using the Keyword Magic Tool from @Semrush! [#AD](https://www.tiktok.com/tag/ad?refer=embed "ad") [#Semrushpartner](https://www.tiktok.com/tag/semrushpartner?refer=embed "semrushpartner") [♬ original sound - Keira Jones | TikTok Coach](https://www.tiktok.com/music/original-sound-7381985092970826538?refer=embed "♬ original sound - Keira Jones | TikTok Coach") Meanwhile, Joe, a stand-up comedian with a knack for relatable content, has given his 304K Instagram followers a taste of Semrush’s value through [laugh-out-loud skits](https://www.instagram.com/reel/C0CCLGAOqd6/?utm%5Fsource=ig%5Fweb%5Fcopy%5Flink) that bring marketing struggles to life. These creators made Semrush’s tools more accessible, helping them resonate with people who might otherwise have felt overwhelmed by SEO jargon. **Why it’s a win:** Semrush nailed the balance between entertainment and education. Their creators didn’t just sell the tool; they showed how it could make their followers’ lives easier. Plus, their posts captured attention without feeling like a hard sell – a key strategy for standing out in a crowded social landscape. **The results:** This influencer-powered strategy paid off big time. [According to SocialPilot](https://www.socialpilot.co/blog/influencer-marketing-case-studies), Semrush not only boosted engagement on their own socials but saw an impressive uptick in new users and sign-ups. They reached millions, turning content viewers into product users – all by making digital marketing feel just a little more human. ### Salesforce When it comes to influencer marketing, Salesforce isn’t playing around – they’ve built a program that’s as layered as their CRM capabilities. You might think B2B brands would struggle to create authentic influencer content, but Salesforce makes it look easy. By approaching their audience as humans first and keeping things flexible, they’ve created a network of advocates that spans employees, industry experts, and even big-name celebrities. One of the pillars of [Salesforce’s approach](https://www.convinceandconvert.com/podcasts/episodes/b2b-social-stigmas-salesforce-influencers/) is its multi-tiered influencer network. First, they have their employees and executives – the people who live and breathe the brand every day. Salesforce knows that audiences are more likely to trust “real” voices over branded messaging, so they encourage employees and executives to share updates, insights, and success stories. This network also includes their Trailblazers community, where loyal users and community members act as advocates, showing how Salesforce solutions help real businesses thrive. But they don’t stop there – Salesforce is savvy enough to know [the power of micro-influencers](https://www.cmoalliance.com/the-rise-of-micro-influencers/). These smaller creators, with followers ranging from 10,000 to 100,000, bring authenticity and high engagement. And because they don’t command sky-high fees, they’re budget-friendly, making this element of Salesforce’s influencer program both impactful and cost-effective. > [@corporate.bro](https://www.tiktok.com/@corporate.bro?refer=embed "@corporate.bro") What is AI you ask?? How about it’s the literal future. [#AI](https://www.tiktok.com/tag/ai?refer=embed "ai") [#Comedy](https://www.tiktok.com/tag/comedy?refer=embed "comedy") [#dreamforce](https://www.tiktok.com/tag/dreamforce?refer=embed "dreamforce") [#workingintech](https://www.tiktok.com/tag/workingintech?refer=embed "workingintech") [♬ original sound - Corp](https://www.tiktok.com/music/original-sound-7280932355836037930?refer=embed "♬ original sound - Corp") Finally, let’s talk about their most memorable influencer campaign, “Dreamforce Goes Corporate.” To promote their flagship event, Dreamforce, Salesforce teamed up with comedy creators Corporate Bro and Corporate Natalie. Known for poking fun at the quirks of office culture, these influencers made Dreamforce feel fresh, fun, and surprisingly relatable for an industry conference. **Why it works:** Salesforce isn’t afraid to mix employee advocacy with influencer partnerships and adjust campaigns based on audience and goals. This flexibility lets them tap into every corner of their audience, from industry veterans to Gen Z professionals. Plus, by using micro-influencers, Salesforce showcases real user stories that don’t feel overly polished, making their brand more approachable and human. **The results:** Salesforce’s influencer approach has led to higher engagement rates, increased brand awareness, and a more relatable brand image. Their “Dreamforce Goes Corporate” campaign racked up some major engagement and even won [Hello Partner’s Best B2B Influencer Marketing Campaign award](https://hellopartner.com/2024/08/09/best-b2b-campaign-collectively-salesforce/), proving that a B2B brand can have just as much influence – and fun – as any B2C giant. ### **Adobe** Adobe's approach to [B2B influencer marketing](https://www.cmoalliance.com/why-b2b-marketers-influence-the-customer-journey/) skips social creators entirely in favor of credibility: rather than partnering with social media personalities, the brand worked with recognized industry experts and analysts (including figures like Bernard Marr and David Raab) to build out content for its Analytics Portfolio. Working with agency TopRank Marketing, Adobe used these named experts to co-create LinkedIn content aimed at a tightly defined list of roughly 900 target accounts across EMEA, leaning on the experts' existing authority rather than trying to manufacture it through paid reach alone. **Why it works:** in technical B2B categories, buyers trust independent expertise more than brand messaging. Borrowing that credibility does more for engagement than a bigger media budget would. **The results:** the campaign delivered twice the engagement of comparable Adobe campaigns and a 150% increase in LinkedIn form completions. ## Top fashion & lifestyle influencer programs ### Jack Wills Clothing brand Jack Wills has always leaned into that distinctly British, Sloaney aesthetic – think posh, but with a laid-back preppy twist. And they’ve done a brilliant job of pairing that vibe with the perfect social media personalities. Their approach? Take influencers who effortlessly embody the brand’s spirit and let them run with it. Whether they’re taking TikTok stars on ski trips or carefully curating Influencer Edits, Jack Wills has cracked the code on influencer campaigns that feel aspirational without crossing into “unreachable” territory. [Finding the right influencers for your brandInfluencer marketing has been picking up momentum in recent years. If you’re thinking of hiring an influencer for your B2B organization, check out these tips for picking the right one for your brand.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--22.png)Revenue Marketing AllianceHannah Wesson![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Finding-the-right-influencers-for-your-brand.jpg)](https://www.cmoalliance.com/finding-the-right-influencers-for-your-brand/) Take their influencer trips, for example. In 2023, they whisked a mix of social media stars like Kate Elisabeth, Moyo, and Jack Joseph off to the Alps. Their followers got to see these personalities fully decked out in Jack Wills as they hit the slopes – from funny fails to picture-perfect moments. The result? Millions of views, tons of likes, and a whole lot of Jack Wills visibility among Gen Z and millennial social media users. And then there’s the Influencer Edits – capsule collections featuring influencer-selected pieces that ooze the Jack Wills vibe. Take, for instance, the edit with Carms, a digital creator whose Instagram is a shrine to high fashion and luxury travel. Photographed in the well-heeled London borough of Chelsea, Carms models Jack Wills's apparel in a way that feels like an invitation to step into her world. Her aesthetic meshes perfectly with the Jack Wills brand. It’s aspirational, sure, but also relatable – if you can’t be Carms on the Amalfi Coast, at least you can snag her gorgeous jacket. ![Digital creator Carms models Jack Wills' 'Relaxed Longline Trench' and matching JW tracksuit in a stylish London neighborhood. She stands confidently on a quiet street in Chelsea.](https://lh7-rt.googleusercontent.com/docsz/AD_4nXdOm-UHtqKLoQIQZAPyucVUxB4BZgqqeWW_NiKQVs-9ZyBlklB3ryu3Sn547Haig_Mc6Kui5SD44hyRThczN2AvCWy6jy3ZRw3DxCGG5K1H1fAgsFzSLE6cGQ4c19_8EAdaufN1?key=O3b1gDBNgk0phlj1qusrwZtD) Source: [Jack Wills](https://www.jackwills.com/) **Why it’s a win:** Jack Wills nailed the art of matching influencers with their vibe. By choosing creators who align naturally with their brand, the content feels less like marketing and more like an authentic snapshot of the Jack Wills lifestyle. From the slopes to London’s swankiest streets, these influencers make Jack Wills gear look aspirational, though it’s relatively affordable. **The results:** Thanks to these influencer collaborations, Jack Wills has locked down serious visibility among Gen Z – a generation that’s quick to scroll past anything too sales-y. By keeping it fun, relatable, and perfectly on-brand, Jack Wills managed to create influencer campaigns that resonate deeply, racking up millions of views across TikTok and Instagram. ### MVMT MVMT (pronounced “Movement”) is another brand that has nailed the art of micro-influencer marketing. Founded as a crowdfunded watch brand in 2013, they quickly realized the power of getting their products in front of audiences who valued style and simplicity – without paying mega-influencer fees. Instead, MVMT focused on micro-influencers, who typically have smaller followings but much higher engagement rates. What makes MVMT’s strategy so effective is that micro-influencers are often happy to post in exchange for free products, rather than demanding the hefty price tags that come with bigger names. Plus, micro-influencers tend to have more engaged audiences. Their followers see them as relatable and trustworthy, so when they endorse a brand, it feels genuine. > [ View this post on Instagram ](https://www.instagram.com/p/Cdw6m5ULccg/?utm%5Fsource=ig%5Fembed&utm%5Fcampaign=loading) > > [A post shared by Kristoffe Abellera, ECE (@kristoffe\_abellera)](https://www.instagram.com/p/Cdw6m5ULccg/?utm%5Fsource=ig%5Fembed&utm%5Fcampaign=loading) MVMT’s decision to focus on these smaller creators paid off in a big way – the brand built a loyal customer base through authentic connections, racking up [over 100,000 affiliate code conversions and 39,000 pieces of influencer-generated content](https://grin.co/case-studies/influencer-marketing-mvmt/) along the way​. **Why it’s a win:** By prioritizing micro-influencers, MVMT managed to build a high-impact, cost-effective influencer program. They tapped into an audience that genuinely connected with the brand, making their watches and accessories feel like a must-have. **The results:** MVMT’s influencer strategy is a testament to the power of micro-influencers. This strategy not only fueled growth but also led to [MVMT’s acquisition by Movado](https://www.capitalism.com/mvmt/) for a cool $300 million in 2018 – not bad for a brand that started with a crowdfunding campaign​. [Overcoming modern social media challenges as a CMOI’ll guide you through the essential principles that CMOs should embrace to ensure their social media strategies are not only robust for today but agile enough to adapt to the unpredictable shifts of tomorrow.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--ecbe2926-4cdf-4d7c-aa5b-55d95841b705.png)CMO AllianceLiz Dolinski![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--28--9176b21a-3828-4350-97f2-ff18669e542f.png)](https://www.cmoalliance.com/overcoming-modern-social-media-challenges-as-a-cmo/) ## **How to start an influencer program** Looking at brands like Gymshark, Salesforce, and MVMT, it's easy to think successful influencer programs just happen naturally. The reality is that behind every great influencer campaign is a solid strategy. So, if you're thinking about launching your own influencer program, here are six steps to get started. ### **Step 1: Figure out what you're trying to achieve** Before you start sliding into creators' DMs, take a step back and think about your goals. Are you trying to get your brand in front of more people? Drive traffic to your website? Generate leads? Increase sales? Your answer shapes everything, especially the type of influencer you work with and the content you’ll create together. For example, Gymshark built a community around fitness enthusiasts, while Salesforce used influencers to generate buzz around its flagship event, Dreamforce. Both of these brands started with a clear goal in mind, and you need to do the same. Having one makes it much easier not only to succeed but to measure that success later on. ### **Step 2: Choose the right influencers** One of the biggest mistakes brands make is assuming bigger is always better. Sure, influencers with millions of followers can generate huge reach, but smaller creators often have more [engaged audiences](https://www.cmoalliance.com/putting-people-at-the-heart-of-your-brand-story/) and stronger relationships with their followers. As a general rule: - **Nano-influencers (1K–10K followers)** are great for niche communities and authentic recommendations. - **Micro-influencers (10K–100K followers)** tend to offer a sweet spot in terms of reach, engagement, and affordability. - **Macro-influencers (100K–1M followers)** can help scale campaigns quickly. - **Mega-influencers (1M+ followers)** are ideal for mass awareness campaigns. Just look at MVMT. By focusing heavily on micro-influencers, they built a hugely successful program without relying on celebrity endorsements. ### **Step 3: Decide how you'll compensate creators** Not every [influencer](https://www.cmoalliance.com/influencer-marketing-the-perfect-combination-of-brand-and-performance/) partnership needs a massive budget. Depending on your goals and the creators you're working with, compensation could take several forms: - Free products - Flat fees - Affiliate commissions - Performance bonuses - Long-term ambassador agreements Many brands use a combination of these approaches. For example, a creator might receive free products upfront and earn commission on any sales they generate. The key is to make sure the partnership feels valuable to **both* sides. ### **Step 4: Give creators direction (without micromanaging)** The best influencer content doesn't feel like an advert. That's why it's important to strike a balance between providing guidance and allowing creators to do what they do best. A good campaign brief should include: - Your campaign goals - Key messaging points - Content requirements - Deadlines - Brand guidelines - Disclosure requirements It’s also important to give the creators some creative freedom. After all, they know their audience best, so let them bring their own personality and creativity to the content. ### **Step 5: Measure what matters** Once your campaign is live, you need to use the [right metrics](https://www.cmoalliance.com/measuring-success-growth-marketing-strategies/) to see how things are going. Some to keep in mind include: - Reach and impressions - Engagement rate - Website traffic - Leads generated - Affiliate sales - [Conversion rate](https://www.cmoalliance.com/user-intent-the-true-secret-to-amazing-conversion-rates/) - ROI As tempted as you might be to put all your focus on vanity metrics, don’t! A post with fewer views but higher conversions may be far more valuable than one that racks up thousands of likes. ### **Step 6: Think beyond one-off campaigns** Some of the most successful influencer programs aren't built on a single campaign but on long-term relationships. Gymshark is a perfect example. Rather than treating influencers as temporary partners, they've built a community of athletes who genuinely love and advocate for the brand. When you find creators who align with your values and consistently deliver results, invest in those relationships. If you can build long-term partnerships, those will be the ones that feel more authentic, build greater trust with audiences, and often deliver better results over time. [How creator marketing can drive ROITanya Alain (Upfluence) shares how influencer marketing is evolving into a performance-driven channel built on trust, strategy, and measurable business impact.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--9b356137-d504-4e74-9382-ef535f900211.png)CMO AllianceCecilia Toro![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Convo_Podcast_Youtube_Thumbnail_--5---1--b4191e4a-4eab-458e-8542-8c766641be06.png)](https://www.cmoalliance.com/how-influencer-marketing-can-be-a-revenue-driver-video/) ## **How influencer programs pay creators** Ever wondered how brands pay the people promoting them? Well, most influencer programs use one of three approaches: flat fees, commissions, or free products. ### **Flat fees** This is probably the model most people think of when they hear “influencer marketing.” A brand pays a creator a fixed amount to produce content, whether that’s an Instagram Reel, TikTok video, YouTube review, or sponsored post. The exact amount varies depending on the creator’s audience size, engagement rates, and niche. For brands like Semrush and Salesforce, flat-fee partnerships often make sense because they frequently work with subject-matter experts and industry creators whose expertise is part of the value they bring. ### **Commissions** Some influencer programs take a more performance-driven approach. Instead of paying creators upfront, brands provide a unique referral link or discount code and reward influencers for every sale they generate. This is often called [affiliate marketing](https://www.cmoalliance.com/what-is-affiliate-marketing/), and it creates a win-win situation: creators earn more when they drive results, and brands only pay when revenue comes in. MVMT is a great example. The watch brand built much of its growth through influencer partnerships that encouraged creators to share discount codes with their audiences. The result? More than 100,000 affiliate code conversions and a loyal community of customers who discovered the brand through trusted recommendations. ### **Free products** Not every influencer partnership starts with a paycheck. Many brands begin by sending free products to creators in exchange for honest reviews, social media posts, or simply the chance to get their products in front of the right audience. In fact, Gymshark’s influencer program started in a remarkably simple way. Founder Ben Francis sent apparel to fitness creators he genuinely admired, hoping they’d like what he was building. As it turns out, they did. What began as a handful of product giveaways eventually evolved into one of the most recognizable influencer programs in the fitness industry. ### **The best influencer programs mix and match** The reality is that many successful influencer programs don't rely on a single compensation model. A brand might send free products to test a new creator relationship, offer commission-based incentives to drive sales, and pay flat fees for larger campaigns or product launches. ****Remember:** The best influencer programs are the ones that create value for both the brand and the creator, whether that's through products, commissions, payments, or a combination of all three. ## ## Conclusion These five brands prove there’s no one-size-fits-all approach to influencer marketing. From Gymshark’s authentic community of fitness lovers to Salesforce’s layered, human-centered approach, each example shows that the key to success is building a strategy that genuinely connects with your audience. Here’s what we can learn from these standout influencer programs: 👥 **Know your audience**: Whether you’re a fitness brand or a software provider, the most effective campaigns meet people where they are and give them something of value. 🧑‍💼 **Think beyond the big names:** Micro-influencers may not have millions of followers, but their high engagement and relatability can work wonders. 🤝 **Focus on genuine connections:** Whether through relatable content or community-building, influencers who genuinely love your brand are sure to show it in the best light. 😂 **Have fun with it:** Don’t underestimate the power of comedy. Relatable, comedic content cuts through the noise and makes your brand more memorable. These examples serve as a reminder that influencer marketing isn’t just about reach; it’s about resonance. Build genuine relationships, stay adaptable, and remember: the best campaigns don’t just speak to your audience – they engage them. ## FAQs #### What is the minimum follower count to join an influencer program? There’s no set number, it’s all about the brand. Some, like Gymshark, care more about your vibe and content quality than your numbers. Small programs might only ask for 1,000 followers, while big ones like Adobe look for 10k+. Bottom line: high engagement beats a huge follower count every time. #### How much do influencer programs pay? Pay varies widely by compensation model. Flat-fee affiliate programs can pay a set amount per sale (Fabletics pays $24 per sale), tiered ambassador programs pay per post based on reach (Adobe's tiers run $500–$1,500 per branded post), and commission-based programs pay a percentage of sales (typically in the 3–5% range). Many brands, including Gymshark, Lululemon, and MVMT, don't publish a rate at all. #### Which platforms do influencer programs use? Instagram and TikTok are the big players for everyday products, with YouTube taking the lead for deeper reviews. B2B brands often flip the script and lean heavily on LinkedIn or even podcast guest spots. #### Do you have to be a full-time influencer to join a program? Not at all. Tons of brands love side-hustlers and everyday people such as Lululemon tapping local fitness instructors. As long as you have an engaged audience, you're fair game. #### Is it normal for an influencer program to ask for money to join? Never. Real programs pay **you* in free product, cash, or commission. If a brand asks for money upfront, it's a scam and you should walk away. ### CMO vs. VP of Marketing: Which path is right for your career? URL: https://www.cmoalliance.com/cmo-vs-vp-of-marketing-which-path-is-right-for-your-career/ Last updated: 2026-08-27T14:49:01.000Z A Chief Marketing Officer (CMO) sets the main strategy, guides the brand, and reports to the company board. A VP of Marketing is the hands-on leader who brings that strategy to life by managing the team, running daily campaigns, and keeping daily operations on track. Below is a quick breakdown of how the roles of CMO vs VP of Marketing differ: ![CMO vs. VP of Marketing](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/08/CMO-vs-VP-table--1-.png) Because these titles get tossed around as if they’re the same thing, it’s easy to get confused about which ladder you’re climbing. Are you building a track record for the C-suite, or are you wired for a top-tier VP role? If you’re not sure which path is for you, we’re here to help. Below, we break down the real differences in responsibilities, skills, and pay, so you can choose the right track for your career. ## What does a CMO do? The CMO is a company's top marketing executive. But don’t let the title fool you, the job goes way *beyond* marketing. A great CMO looks past day-to-day department tasks to focus on how [marketing drives growth](https://www.cmoalliance.com/cmo-cfo-collaboration/) for the whole business. ### Core responsibilities of a CMO Strip away the title and here's what a CMO actually owns: - Steering long-term [brand vision](https://www.cmoalliance.com/signals-social-platforms-are-sending/) and global strategy. - Mapping marketing goals straight to the bottom line. - Allocating department budget and defending spend to the board. - Rallying sales, product, and CS around a single go-to-market strategy. - Giving marketing a permanent seat at the C-suite table. Moving to the C-suite gives you serious leverage, and the data proves it. During her session at our CMO Summit in Amsterdam, [Trix van der Vlueten](https://www.linkedin.com/in/trix-van-der-vleuten/) (CMO at The Social Hub) shared a striking stat from [McKinsey](https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-changing-role-of-the-cmo-and-what-it-means-for-growth): > *“Companies with a CMO involved in decision-making see *1.4 - 2.3x more revenue growth*.”* That highlights the core difference. A VP of Marketing focuses on managing the team and hitting execution goals. A CMO steps back to connect those marketing outcomes directly to whole-company [revenue growth](https://www.cmoalliance.com/driving-sustainable-revenue-growth-in-marketing-video/). ### Must-have CMO skills Stepping into a CMO role requires a complete shift in mindset. You’re no longer judged by how well a campaign performs, but by how your leadership shapes the company's financial future. Mastering these high-level skills will help you succeed in the role: **1\. Enterprise strategy & P&L mastery** Great CMOs ditch the marketing jargon for business speak (think profit margins, unit economics, and pipeline velocity). Instead of explaining how a campaign works, you're proving [how every dollar spent impacts the bottom line](https://www.cmoalliance.com/connect-marketing-brand-metrics-to-p-l-impact/) and drives long-term business value. **2\. Board & C-suite influence** Your primary audience isn't your team anymore; it's the CEO, CFO, and board. You need the confidence to defend long-term brand building to finance leaders focused strictly on quarterly returns, translating marketing metrics into business outcomes the C-suite actually cares about. **3\. Market architecture & category design** Rather than chasing next quarter's targets, you are looking three to five years down the road. That means spotting industry shifts early, defining new categories, and evolving the brand before the market leaves you behind. **4\. Leadership & talent building** The toughest leap is letting go of tactical work. As a CMO, your job is designing high-performing org structures, hiring powerhouse VPs and Directors to run the execution, and guiding the company through high-stakes brand crises. **The skills executive teams are looking for** What executive teams expect from marketing leaders has shifted dramatically over the past year. According to our [***CMO Insights Report 2026***](https://www.cmoalliance.com/cmo-insights-report-2026/), tech and AI savviness rocketed from the least-valued skill in 2025 (named by just 8% of CMOs) to the #1 most-valued skill in 2026, at 72%. Meanwhile, traditional data literacy, which topped the list in 2025 at 62%, dropped to 45% (sixth place out of seven). While analyzing performance numbers used to be enough, today’s market demands leaders who know how to leverage modern AI tools and technology to drive efficiency. If you’re preparing for a C-suite leap or building out your leadership team, tech and AI fluency is now the primary gap to close. [75 great promotional words for better marketing copyThe words you use have a direct impact on the actions people take. They’re the difference between someone looking at your advert and thinking “hmm, sounds interesting” and “wow, I’m going to give them a call right now.”![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--8028625c-4c24-445a-bc02-2764937234de.png)CMO AllianceBryony Pearce![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--1--f0d46a9b-f3f5-4d19-97d5-49ca7e7e9492.png)](https://www.cmoalliance.com/75-great-promotional-words-to-use/) ### Who do CMOs report to? CMOs report directly to the CEO. Without full buy-in from the top, you won't get the budget, authority, or runway needed to build a long-term brand. But building that trust is harder than most people realize. During a recent session at one of our events, Patricia Harris, CMO of Blue Yonder, shared a brutal reality: 80% of CEOs *don't* fully trust their CMOs. That stat is a major wake-up call. At the C-suite level, trust is currency. Without it, your budget gets slashed after one slow quarter, and your strategic vision gets picked apart. Reporting to the CEO doesn't mean you automatically have their support. You have to earn it from day one. (If you're looking to bridge that gap, check out Erin McCallion’s guide on [how to build a productive CMO-CEO working relationship](https://www.cmoalliance.com/cmo-and-ceo-alignment-how-to-build-a-productive-working-relationship/).) [How to build a productive working relationship with your CEOMarketing budgets are growing, but CEO trust in marketing isn’t. Erin McCallion, CMO at Perion, shows how AI can finally close that gap.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--65f34527-6a77-4c6a-8d4a-de6aac746466.png)CMO AllianceErin McCallion![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/How-to-build-a-productive-working-relationship-with-your-CEO-b6dc0388-9fd2-4821-9648-52b644ebae08.png)](https://www.cmoalliance.com/cmo-and-ceo-alignment-how-to-build-a-productive-working-relationship/) ### A day in the life: Big influence, higher pressure If you want to understand the CMO role, just look at their calendar. While VPs are down in the trenches running campaigns, CMOs spend their days in executive syncs, strategy sessions, and [board meetings](https://www.cmoalliance.com/general-marketing-board-reporting-template-framework/). It can look glamorous from afar, but that seat carries serious weight and short lifespans. As [Toni Allen](https://www.linkedin.com/in/tonic-allen/?skipRedirect=true), Chief Engagement & Growth Officer, explained when looking at the state of the role: > *"The average tenure now, according to the latest Fortune 500 tenure of CMOs, is about 3.9 years. And that's gone down from 4.1 years. And you will hear other citations… I've heard as low as 1.7 years."* If you look at the top spending brands, the timeline gets even tighter. [Justin Vaughan-Brown](https://www.linkedin.com/in/justinvbrown/), VP of Product Marketing & Strategic Comms at Camunda, highlights: > *"Average CMO tenure at top-100-advertiser companies is 3.1 years."* So, what’s a day in the life of a CMO *really* like? High-level influence, big-picture decisions, and constant pressure to prove your worth before time runs out. ## What does a VP of Marketing do? The VP of Marketing runs the marketing department day-to-day. They translate big-picture business goals into clear and actionable plans. In this role, they guide team leads across demand gen, [product marketing](https://www.cmoalliance.com/marketing-operations-in-product-marketing-strategy/), and content to hit performance targets. ### Core responsibilities of a VP of Marketing Behind the title, a VP of Marketing handles four main areas: - **Campaigns:** Running programs across every active channel. - **People:** Hiring, managing, and coaching the team. - **Brand:** Overseeing PR, content calendars, and design consistency. - **Reporting:** Presenting ROI metrics to executive leadership. VPs might not define the company's long-term vision, but they have to prove the current campaigns get results. [Raj T.](https://www.linkedin.com/in/rajusa2020/), VP of Marketing Operations and Analytics at CoreWeave, sums up the role: > *"I'm not a CMO, but I'm the person who must answer the question every CMO gets from their CFO... What's the ROI? How do we know it's working?"* That's the VP role in one sentence: accountable for the results, without always being the one who called the strategic shot. This role comes with a different kind of pressure than the CMO because it’s less about defending the vision to the board, and more about defending the execution to everyone above you. ### VP of Marketing skills The VP of Marketing needs a mix of sharp operational skills, team leadership, and tactical know-how to keep campaigns running smoothly and numbers moving in the right direction. Some of the most important VP of Marketing skills include: **Campaign execution & channel mastery** VPs stay close to the actual work, knowing exactly which channels generate leads and which burn budget. Instead of focusing on 5-year visions, you’re constantly optimizing active campaigns across paid media, SEO (and now [GEO and AEO](https://www.cmoalliance.com/brand-visibility-in-the-age-of-ai-live-session/)), content, and events to keep sales opportunities coming. **Performance analytics & ROI defense** Your main reporting line goes straight to leadership asking one question: *Is it working?* You need deep fluency in conversion rates, Customer Acquisition Cost (CAC), and channel data inside and out so you can defend your quarterly budget with real proof. **Budget management & resource allocation** The CMO agrees on the total budget with the CFO, but you decide where those dollars actually go. You balance software costs, agency fees, and ad spend to get the absolute best return for the business over the next few months. **People management & team building** While a CMO manages high-level leaders, a VP works directly with functional managers (like heads of Demand Gen, Product Marketing, and Content). You spend your time removing daily roadblocks, setting clear team targets, and helping your staff hit their numbers. **Tech stack & building processes** A strategy is useless if your system breaks. VPs build the internal workflows and oversee the marketing tech stack, from CRM integrations to marketing automation, ensuring leads move smoothly through the funnel to sales. **Sales & product alignment** Marketing cannot work in a bubble. A VP works side-by-side with Sales leaders to smooth out lead handoffs and aligns with Product teams on launch schedules so every campaign directly supports revenue. [How to get AI to trust and recommend your brandBuyers now ask AI before they ask you. Here’s how AI decides which brands to trust, and the exact steps to get yours cited and recommended.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--84de87d0-9c02-48aa-8984-9cdf969ab8a2.png)CMO AllianceSteve Kearns![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/cited-by-AI--1--5142d1b8-8c1f-49a6-88d3-f6f183a6ef12.png)](https://www.cmoalliance.com/how-to-get-your-brand-cited-by-ai/) ### Who does the VP of Marketing report to? In larger companies, the VP reports straight to the CMO. But in smaller or scaling companies that don't have a CMO, the VP often reports directly to the CEO or COO. This reporting structure is a big reason these two titles get mixed up. Seeing a VP report to the CEO usually just means the company hasn't created a CMO role yet, or simply doesn't need one. ### What a "day in the life" looks like Instead of sitting in high-level board meetings, a VP spends their day in the thick of things. Their typical calendar usually includes: - **Team management:** 1:1s, helping your department leads solve last-minute problems, and checking if everyone is actually hitting their numbers. - **Campaign management:** Digging into channel stats, approving creative, and moving [budget](https://www.cmoalliance.com/budget-allocation-template-framework/) around when something isn't performing. - **Internal syncs:** Debating pipeline quality with Sales and trying to figure out if Product is *actually* going to launch that new feature on time. It’s a hands-on role focused on real-time execution. You have to stay close to the daily work because at the end of the quarter, the results land squarely on you. ## What company stage warrants each role Titles often depend more on company size than actual ability. A "CMO" at a 10-person startup is doing a completely different job than a CMO at a 500-person company. Here’s a quick example of how the scope is often broken down: **By revenue, roughly:** - Under $5M → Head of Marketing - $5M–$20M → VP of Marketing - $20M+ → CMO typically warranted **By team size, it tracks pretty closely:** - Solo to 3 people → Head of Marketing - 4 - 10 people → VP scope - 10+ people → CMO-level scope The real tell? Are you executing someone else’s strategy, or are you defining it from scratch? Titles lie, but that distinction doesn't. That shift in scope also changes your priorities: - **Startup CMOs** are heads-down on growth (50% name it their top priority, while 0% focus on profitability). - **Enterprise CMOs** play a balanced game (33% focus on growth, 25% on profitability). *(Source: CMO Insights Report 2025)* Just keep in mind: even at $20M+, the CMO seat isn't guaranteed. Justin Vaughan-Brown points out that 31% of S&P 500 companies don't have a CMO, and 58% have no marketing lead in the C-suite at all. A big company doesn't automatically mean the role exists; sometimes you have to prove *why* they need one. ## Salary & budget benchmarks: What do these roles pay? A bigger title doesn't automatically mean a bigger paycheck. Company size, funding stage, and equity structure can matter far more. According to our [*Future of Marketing* report](https://www.cmoalliance.com/future-of-marketing-2025-report/), VPs of Marketing reported a higher average salary ($206,857) than CMOs ($132,571), with Directors of Marketing landing in between ($148,333). **Worth noting: this data reflects the specific group of marketers who responded to our survey, not a universal industry benchmark, so treat it as a useful data point, not gospel.* Why the gap? Early-stage startups often throw around "CMO" titles when budgets are small, while VP roles concentrate at larger, well-funded companies with deeper pockets. Title alone doesn't predict your paycheck, but company size, funding stage, and equity structure do. A lot of "CMO" titles get handed out freely at smaller or earlier-stage companies where the budget doesn't match the title, while VP roles cluster more at larger, better-funded companies with deeper pockets. Worth remembering before you chase a title over a package. **A few more numbers worth knowing:** - Compensation climbs sharply with experience: median pay rises from $125,000 at 15–19 years of experience to $223,000 at 20–24 years. It then *declines* to $150,000 (25–29 years) and $100,000 (30+ years), likely as people shift into advisory, fractional, or lower-pressure roles later on. - 23.5% of equity holders receiving packages over $200k are primarily CMOs and VPs of Marketing, so total comp can look very different from base salary alone ## Making the choice There's no universally "better" path here, just a better fit for you. If the idea of owning a five-year vision and defending it to a board energizes you more than it exhausts you, aim for CMO. If you'd rather stay close to the work and you love working close to the campaigns, the team, and the numbers you can point to and say "I built that", then a VP of Marketing role might be for you. ## Ready to build toward it? Whichever path you're leaning toward, [CMO Alliance membership](https://www.cmoalliance.com/signup/) puts you in the room with marketing leaders living both sides of it - through our Summits, our community, and direct access to the people quoted throughout this piece. [**Join CMO Alliance →**](https://www.cmoalliance.com/signup/) ### CMO Insights Report 2026 URL: https://www.cmoalliance.com/cmo-insights-report-2026/ Last updated: 2026-10-22T13:33:10.000Z 50 senior marketing leaders on hiring, AI adoption, budget pressure, and brand, based on structured surveys and long-form interviews. Free download. # CMOs now hire for AI skill first. A year ago it was last on the list. CMO Insights Report 2026 is based on structured surveys and long interviews with 50 senior marketing leaders: CMOs, VPs of marketing, and fractional marketing leaders across sectors, company sizes, and maturity stages. Inside, you'll find why tech and AI savviness overtook data literacy as the top hiring criteria in 12 months, why nearly two-thirds of marketing leaders say ROI pressure has risen sharply, and why CMOs trust their own strategy more than the tools meant to prove it's working. You'll come away with real numbers to check your team structure, your budget conversations, and your AI rollout against 50 of your peers. In partnership with **Webflow**, **Canto**, and **Haast**. [Download the report](#download) ![](https://v5.airtableusercontent.com/v3/u/58/58/1792684800000/maaquPjV_3wm-4bZC_dkCA/bOvwGBPNTm5fpSmNzAsOaMW2xfBPTrmqPnJpa97MSMHdJEcllm0lti38XYlTcci6RQVIe3o1MadWIvHDHmh9Rq1N0K_BpElOFteMNMkn27hIfrfIPZZ-PDT53a2BX4bkK4i-UmTBdSKEUnn-KAhYpVOaKvJwdnUebJ-zRHUL57mSTUR2XBpDl-LC-eoxyZHp/29aLHE1t8VBRN1qWEb4KLcgQ80w-Npbtf4PeTqaMqPc) ![](https://www.cmoalliance.com/assets/img/reports/decal-1.svg) ![](https://www.cmoalliance.com/assets/img/reports/decal-2.svg) ![](https://v5.airtableusercontent.com/v3/u/58/58/1792684800000/OSUxl4dIKLCXszqllGgaew/OX7wY8HPVCNbXOS90zw20gjUERekK3OJk4Hm9vnYqIqavXwGeuhe7CvxfP0YJ4ho1kZ3sqZ4X1gnDvhz9qxb1mBXcmblh4h62vwrfm0Fkw0ObYab1h5iZ2wz6Y8sUOnKImPo8TruSalCTWhAcFoMkClzDllCKnMXpN3AQjpqHGOKCtZ8uXOdxYGWSxeviTFLerkWMhiGseHiDZeC8QMkKA/DAQUGr0SEOmc7q_l4iAjALbC1ABF2jB3KEtvj_bV_yA) ## Who it's for This report is for CMOs, VPs of marketing, and marketing leaders planning past the next quarter. If you're rebuilding your team, defending your budget to the CEO, or deciding how much of your workflow to hand to AI, you'll find the specific numbers, quotes, and comparisons other marketing leaders are using to make those calls. [Grab your copy](#download) ## Produced in partnership with: **Headline partner:** - **Webflow** **Additional partners:** - **Canto** - **Haast** CMO Alliance and its sister communities under the Alliance umbrella have been publishing trusted, authoritative reports across industries and business functions for years. Led by insights from our global community of marketing leaders, one click is all that separates you from a CMO report stamped with the Alliance pedigree. (Oh, and it costs you nothing to download.) [Give me my copy](#download) ![](https://v5.airtableusercontent.com/v3/u/58/58/1792684800000/bjyeKyTJuox77VDDe7DNaQ/Ed9Y_GQyXOUJpPaRK5EAKjOKsgXBPvDp8YnuVJx2tVg9K4U8R54JioqgAEvpoYu_PyLknwVm30cmYMLyyRy1U4HK-h7y_6uE9TZ5fsJ2iuq-EYHXG9Hjcxib-iu3OvVyR6LoEvNVtuHVBxxlOMwMsVc5LzfJ-TA4yma9npm_yPLXxGWUleZqpgscHSPgl-Xb5QdV7e82X2DnNFazZFoEag/pekORPk1lH4NUlq8T-TQiaoOp6ToHiF5wnRJCysmXxs) ## What you’ll discover ![](https://www.cmoalliance.com/assets/img/reports/decal-3.svg) ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) Why nearly **two-thirds** of marketing leaders say ROI pressure has risen sharply, and the specific complaint driving it: being reclassified as a cost, not an investment. ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) Why tech and AI savviness jumped from the least-valued hiring criteria in 2025 \*\*(8%) \*\*to the most-valued in 2026 **(72%)**, while data literacy fell from first to sixth. ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) Why **19%** of marketing leaders run no formal attribution model at all, and why a few deliberately run several models at once. ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) Why one CMO credits brand, not product quality, for Salesforce's ability to raise prices **6 to 11%** every year (David Slater, CMO at Front). ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) Why CMOs rate their strategy confidence at **7.5 out of 10**, but their trust in attribution data at just **2.8 out of 5**. ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) How some teams now produce the same output with **7 to 10** people that used to take **12 to 15**. [Give me my copy](#download) ## Get your copy The report is free. The data in it comes from 50 senior marketing leaders you won't find quoted anywhere else. Download it to check your hiring criteria, your AI rollout, and your budget conversation against theirs. You'll see the exact swing in hiring priorities, where CMOs' confidence in their own strategy outpaces their confidence in the tools meant to prove it's working, and how other marketing leaders are defending budget when marketing gets reclassified as a cost. ![Report Image](https://v5.airtableusercontent.com/v3/u/58/58/1792684800000/LyuE9lgfSJpYirjUHbY-bQ/JNuLsacEnY0lybVASjDHprqYkqY3FhkBwPRQib7bp1k6OuVGdx0sD4O1adRhnEtHjF9JSlUOt0__ns4Cn1Dcdq61VsmA6kQMvxcp40GGN9iwgkYTpvAB22pOqF2zIFfiPPao6k9Sq4S-MlRIbJ2VUqTr8KA0iACypKvoyE32_Ig0HLdmYCYS8ct5lEB18jth/99xxYo2oJwkqGGEcmxwev03a4TTfLG_5McioZJyecaY) [Give me my copy](#download) ![](https://www.cmoalliance.com/assets/img/reports/decal-4.svg) ![](https://www.cmoalliance.com/assets/img/reports/decal-5.svg) ![](https://www.cmoalliance.com/assets/img/reports/decal-4.svg) ![Report Image](https://v5.airtableusercontent.com/v3/u/58/58/1792684800000/LyuE9lgfSJpYirjUHbY-bQ/JNuLsacEnY0lybVASjDHprqYkqY3FhkBwPRQib7bp1k6OuVGdx0sD4O1adRhnEtHjF9JSlUOt0__ns4Cn1Dcdq61VsmA6kQMvxcp40GGN9iwgkYTpvAB22pOqF2zIFfiPPao6k9Sq4S-MlRIbJ2VUqTr8KA0iACypKvoyE32_Ig0HLdmYCYS8ct5lEB18jth/99xxYo2oJwkqGGEcmxwev03a4TTfLG_5McioZJyecaY) ## Get your copy The report is free. The data in it comes from 50 senior marketing leaders you won't find quoted anywhere else. Download it to check your hiring criteria, your AI rollout, and your budget conversation against theirs. You'll see the exact swing in hiring priorities, where CMOs' confidence in their own strategy outpaces their confidence in the tools meant to prove it's working, and how other marketing leaders are defending budget when marketing gets reclassified as a cost. ## Please add title in Airtable Please add content in Airtable [Give me my copy](#download) ![](https://www.cmoalliance.com/assets/img/reports/decal-5.svg) ### 75 great promotional words for better marketing copy URL: https://www.cmoalliance.com/75-great-promotional-words-to-use/ Last updated: 2026-08-26T12:28:30.000Z Promotional words are the specific words and phrases marketers use in copy to trigger an emotional response (urgency, trust, exclusivity, or desire) that pushes a reader toward action. They’re the difference between someone looking at your advert and thinking “hmm, sounds interesting” and “wow, I’m going to give them a call right now.” Needless to say, every single organisation out there is striving for the latter. Take a look at this line, for example: **1.** Start earning money today **2\.** Start making money today Both deliver the same message, but the second is more impactful. Why? Because *making* money sounds simpler than *earning* it, and in a dog-eat-dog world where everything’s about maximising profit easily, that’s exactly what people are after. Boosting your conversion rates really could be as simple as tweaking the odd word here and there, so let today be the day you go through your website, offline collateral and online adverts and see where you could be making the most of stronger alternatives. Below are 75 promotional words, grouped by the emotional lever they pull, with a usage example for each so you can see exactly how it sounds in a sentence. ## What are reassuring words to use in marketing copy? If you want to convert a prospect into a customer, you need to give them a reason to believe what you’re saying and trust what you’re selling. So, here are some words that incite just that: **1\. Promise** *"Our 99.9% uptime promise means no midnight panic calls from your CEO."* **2\. Guarantee** *"Backed by a full money-back guarantee if your pipeline doesn't double in 90 days."* **3\. Risk-free** *"Start your risk-free 14-day trial - no credit card required."* **4\. Unconditional** *"Enjoy an unconditional replacement policy on every enterprise seat."* **5.** **Proven** *"Deploy a proven strategy used by 500+ enterprise CMOs."* **6\. Tried and tested** *"Ditch the guesswork and run campaigns backed by tried and tested conversion models."* **7.** **Protected** *"Keep your customer data protected with enterprise-grade encryption."* ## What are good urgency words for marketing copy? Whether you’ve got a promotion that’s due to expire or you just want to encourage your audience to buy now, these words will give them a nudge in the right direction. One thing worth mentioning, though, is not to over-use these kinds of words. If you do, over time, they’ll lose their effectiveness. **7\. Now** *"Upgrade your account now to lock in lower rates."* **8.** **Last chance** *"This is your last chance to join the inner circle before rates double at midnight."* **9.** **Flash sale** *"48-hour flash sale: take 30% off all annual plans."* **10.** **Call today** *"Call today to speak directly with an enterprise growth strategist."* **11.** **Quick** *"Run a quick 60-second audit to pinpoint where you’re losing paid traffic."* **12.** **Expires** *"Your private invite token expires in 24 hours - claim it while it's active."* **13\. Soon** *"Registration closes soon - reserve your seat today."* **14.** **Immediately** *"Get instant access and start optimizing immediately."* **15.** **Hurry** *"Hurry, only 5 free strategy sessions remain for this quarter."* **16.** **Ending** *"Our ending Q3 bonus bundle disappears permanently on Friday."* **17\. Going-fast** *"Passes are going fast, less than 10% of seats left!"* **18.** **Limited** *"Available for a limited time to select community members."* **19.** **Last** *"Snag the very last seat at the table for our private CMO roundtable."* **20.** **Don’t miss out** *"Don't miss out on the industry's leading benchmark report."* ## What words promote ease? People are busy. They don’t have time to mess around, and they want products and services that make their life easier, so let them know yours does just that with words like: **21\. Easy** *"An easy drag-and-drop builder so simple your brand-new intern can use it."* **22.** **Simple** *"A simple, distraction-free dashboard that turns complex data into clear action items."* **23.** **No-fuss** *"Enjoy no-fuss templates that let you launch campaigns without waiting on engineering."* **24.** **Hassle-free** *"One-click data migration delivers a hassle-free onboarding experience."* **25.** **Smooth** *"Ensure a smooth checkout process that keeps buyers from abandoning their carts."* **26.** **Painless** *"Replace your legacy software with a completely painless weekend setup."* **27\. Straight-forward** *"Get straight-forward, plain-English reporting that makes showing ROI to your board easy."* ## What words invoke value or a good deal? As a society, we’re a demanding bunch; we don’t just want ease, we want value for money and deals too. You can cater for all these needs with words like: **28\. Just** *"Replace three separate subscriptions for just $10 a month."* **29.** **Bargain** *"Lock in a total bargain on Fortune 500-level analytics before rates increase."* **30.** **Free** *"Steal our high-converting cold email sequences entirely free."* **31.** **Discount** *"Slash your acquisition costs with an exclusive 30% founder's discount."* **32.** **Freebie** *"We threw in our complete ad template swipe file as an extra freebie."* **33.** **Sale** *"Our biggest software sale of the year just went live for community members."* **34.** **Value** *"Extract maximum value from your existing ad traffic without spending an extra dime."* **35.** **Save** *"Save up to 10 hours a week of manual copy-pasting across your marketing tools."* **36.** **Buy one, get one** *"Claim our buy one, get one pass deal to bring your lead strategist to the summit for free."* **37.** **Elite** *"Gain direct access to the elite strategies hyper-scaling brands use behind closed doors."* **38.** **Premium** *"Upgrade to premium customer intent data that pinpoints ready-to-buy prospects."* **39.** **Effective** *"Deploy the most effective lever for turning casual site visitors into booked calls."* **40.** **Popular** *"Try our most popular automated workflow engine trusted by over 10,000 SaaS teams."* **41\. Market-leading** *"Outpace your competitors using market-leading predictive scoring technology."* **42.** **Best-seller** *"Get our best-seller growth blueprint that’s trained over 5,000 marketing leads."* 💡 By enrolling in our [****Revenue Marketing Certified: Core**](https://certified.revenuemarketingalliance.com/course/revenue-marketing-certified-core) course, you'll gain access to expert-led lessons and hands-on practices that’ll equip you with a rock-solid foundation of marketing knowledge, empowering you to increase your customer base, boost sales, and take your business to the next level. ## What words give off a personal touch? People aren’t naïve. When you send out a promotional email, they know they’re not the only one on the receiving end of it, but that doesn’t mean you can’t still make it personal. Here are a few words to achieve this: **43\. Invite-only** *"An invite-only dinner where top marketing minds share what's actually working right now."* **44.** **Hand-crafted** *"Get a hand-crafted teardown of your landing page directly from our head of content."* **45\. Just for you** *"We put together a custom competitor analysis just for you."* **46.** **You told us** *"You told us reporting was too complex, so we completely redesigned the dashboard."* **47\. We thought you might like** *"We saw you're scaling outbound, so we thought you might like this playbook."* **48\. Thank you** *"To say thank you for being an early backer, your account is upgraded to VIP."* ## What words convey exclusivity? It’s a time-old problem: people want what they can’t have. As soon as we know something’s off the table, we want it more, and the same goes for the world of business. Make your products and/or services more desirable by saying things like: **49.** **Secret** *"Uncover the secret positioning trick that doubled our outreach response rates overnight."* **50.** **Rare** *"A rare look inside the live ad accounts of a $100M direct-to-consumer brand."* **51.** **Few** *"We only partner with a few ambitious brands each quarter to guarantee dedicated support."* **52.** **Limited edition** *"Grab our limited edition physical planning kit - we only printed 250 copies."* **53.** **Unique** *"Implement a unique messaging framework that cuts through market noise."* **54.** **Select** *"Join a select group of growth leaders testing our unreleased predictive AI features."* **55\. One-off** *"A one-off private workshop where we optimize your conversion funnel live."* **56.** **One of a kind** *"Access a one-of-a-kind dataset on enterprise buyer behavior."* **57.** **Sought-after** *"Claim a slot in our most sought-after advisory program before the waitlist reopens."* ## What words convey luxury in marketing copy? If you’re offering something lavish and your target market’s after the finer things in life, here’s how to up-sell what’s on your shelf: **58.** **State-of-the-art** *"Run campaigns on a state-of-the-art attribution platform built for complex tech stacks."* **59.** **Luxury** *"Treat your executive team to a luxury strategy retreat designed for deep focus."* **60.** **Finest** *"Curated insights extracted from the finest campaign teardowns of the year."* **61.** **Deluxe** *"Upgrade to our deluxe package and get a dedicated growth manager embedded in your Slack."* **62.** **Plush** *"Enjoy plush VIP lounge access while networking with global keynote speakers."* **63\. Magnificent** *"Host your annual summit at a magnificent venue that commands immediate authority."* ## What are the best words to inspire? Saying your service’s ‘really great’ is hardly inspiring, is it? You need attention-grabbing words that motivate people to want to take action, like: **64.** **Mind-blowing** *"Prepare for mind-blowing conversion lift once you update your hero section."* **65.** **Incredible** *"Turn casual subscribers into an incredible community of loyal brand evangelists."* **66.** **Remarkable** *"Build a remarkable brand story that customers can't help but talk about."* **67\. Life-changing** *"Mastering this copywriting model is a life-changing shift for your career."* **68.** **Amazing** *"Watch your retention rates jump by an amazing 45% in your first quarter."* **69.** **The new way to…** *"Discover the new way to scale B2B pipeline without spending a dime on cold calls."* **70.** **The new you** *"Say goodbye to fire-drills and meet the new you: calm, organized, and data-backed."* 💡 Unlock professional development resources without spending a dime – from Google, Amazon, and other industry giants. [****Become an Insider member today**](https://www.cmoalliance.com/signup/). ## What words create curiosity? Finally, if you want to pique people’s interest, stop them in their tracks, and lure them into what you’re saying, start with: **71.** **Introducing** *"Introducing the stealth analytics tool top teams use to reverse-engineer competitor ads."* **72.** **Coming soon** *"Something big is coming soon that will change how you run email marketing."* **73.** **Did you know…** *"Did you know… 80% of your site traffic leaves without seeing your primary offer?"* **74.** **Discover** *"Discover the 3 subtle copy tweaks that saved a failing SaaS product's launch."* **75.** **Stop** *"Stop throwing money at high-cost ad channels until you fix this conversion leak."* --- ## FAQs #### ****How many promotional words should I use in one piece of copy?** Less is more. Aim for one or two high-impact promotional words per headline or call-to-action, and keep body copy balanced with plain, clear language. Overloading your text dilutes the core value proposition and makes your brand sound overly aggressive or transactional. #### ****Do promotional words actually improve conversion rates?** Yes, but only when aligned with genuine audience intent and psychological triggers. Studies consistently show that words evoking urgency, trust, or exclusivity can lift click-through and conversion rates by double digits, but overuse quickly leads to ad fatigue and diminished returns. #### ****What's the difference between a promotional word and a call-to-action?** A promotional word sets the emotional tone of a sentence (urgency, exclusivity, ease); a call-to-action is the specific instruction telling the reader what to do next ("Book a demo," "Start your free trial"). The strongest copy usually pairs one with the other, like a promotional word in the lead-in and a clear CTA at the end. #### ****Should I use the same promotional words across every channel?** No. Urgency and scarcity words tend to work well in email and paid ads, while reassurance and value words perform better on landing pages and product pages, where the reader is closer to a purchase decision and weighing risk. #### ****Are promotional words different for B2B vs. B2C marketing?** B2C copy leans more heavily on urgency, exclusivity, and luxury; B2B copy tends to perform better with reassurance, value, and proof-based words ("proven," "tried and tested," "market-leading"), since B2B buyers are optimizing for risk reduction more than instant gratification. --- But how am I supposed to use this bank of words, we hear you cry? Well, worry not, because we've got a handy guide to improving your overall writing [here](https://www.cmoalliance.com/11-quick-and-easy-tips-to-improve-your-writing/). Some of these words will be better suited to certain platforms than others. Head [here for a guide to tailoring your writing to specific platforms](https://www.cmoalliance.com/tailoring-your-text-to-suit-different-platforms/). ### The Marketing Leaders Reality Index 2026 URL: https://www.cmoalliance.com/the-marketing-leaders-reality-index-2026/ Last updated: 2026-10-22T13:33:34.000Z A data-driven industry report unpacking the leadership approaches, resource allocation decisions, and performance metrics used by the most effective CMOs worldwide. # You're not imagining it. Marketing got harder. **You're expected to deliver growth, innovation, and ROI, often with fewer resources and more scrutiny. This report arms you with the benchmarks, frameworks, and peer insights you need to lead with conviction and silence the doubters in the boardroom.** Brought to you by **AirOps**, this report gives you an honest look at how 300+ marketing leaders are funding growth, reshaping teams, and navigating higher targets, often while doing more with less. Use these insights to benchmark your strategy, spot hidden gaps, and make decisions that drive measurable impact. [Download the report](#download) ![](https://v5.airtableusercontent.com/v3/u/58/58/1792684800000/g28Wg6jh1W46hC6FpEhknw/BMfsahnnlA4T1DnzJ-l7oMP_BeDmwgPYoNRtXVm2uEP12jK7-qmZbPpr143LyxLRei9hsDvSsuMvzFi7ph_LNM40MrNUeybYV3wpwm3sMTQXstpm7YqLgUhTYlIYyE2F_Jc7HLqWL8tm2xXrbIA2OB-f4ftb4UmUBy2NUdCsh9k/vxpDZkQZq6_yLtxFEUkJ-XOGscKTzvsL0a69OgGGEkc) ![](https://www.cmoalliance.com/assets/img/reports/decal-1.svg) ![](https://www.cmoalliance.com/assets/img/reports/decal-2.svg) ![](https://v5.airtableusercontent.com/v3/u/58/58/1792684800000/JRmfy5UzKrN0xxoJocl-3Q/XlTcjMbtr22n5OyXOKc-tiDhgCPVyY9yoUnmyQExxq14PmOdBUMrBopq1OVYB_FqsAEv9yb-XnufT490RUV5HvFlEsV4yKDJUCI6_-hEizl3ciSldbcAha4QOkl0Eh71iDdUkVf8jSl-EGvPmDFywA/n8h4EANp8D9btbTb55a00toiTror453LJ0Ludc2-NBo) ## Marketing Leaders Reality Index Get unfiltered insights from **300+ marketing executives** and uncover **what’s *actually* happening** inside their organizations. This isn’t the polished version you see on LinkedIn. They gave us the *real* story on budgets, headcount, AI adoption, and channel performance. Some key findings: - 86.6% are **prioritizing AI search.** - 75.4% got **higher pipeline** or revenue targets. - Only 43.0% got a **bigger budget** to hit them. - Only 23% **feel confident** measuring it. This report follows the pressure marketing execs face from business targets into channel performance, AI capability, attribution, and team structure. [Give me my copy](#download) ## Marketing teams are being rebuilt: are you ready? The biggest finding? Marketing teams are being quietly rebuilt from the ground up. Today’s leaders are squeezed by higher revenue targets, tighter budgets, and rapidly shifting team structures. The teams pulling ahead aren't just spending more, they're operating differently. Instead of relying solely on bigger budgets or higher headcount, high-performing teams are actively updating their KPIs, shifting their channel mix, and building internal AI capability. Get the data *you* need to benchmark your strategy, spot hidden gaps, and make decisions that drive noticeable impact. [Give me my copy](#download) ![](https://v5.airtableusercontent.com/v3/u/58/58/1792684800000/zAAw9DwVoI0SRvp6DqjP6Q/1rSSo_9KHPNlnjB4ar21m_TH98F8w1Q5mUPY30bjf4Aen76NYRGEIDDXDTeqxq3RBFs9SbAhSsHSKV8JXF_rJxn9_SZ8P2HbXGJRjWJx4tI9IQ8t7bj8NRr6TDeK6dm-6RkoyM3ZadRGyB9Y7iQahw/i_mkzfK2S-YqP6OCHdKc59xMvw4OuL7DM91GiSSHfoc) ## What you’ll discover ![](https://www.cmoalliance.com/assets/img/reports/decal-3.svg) ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) **The KPIs that actually matter in 2026.** 71.2% of high-growth teams have officially changed their performance metrics. Discover which traditional scorecards are losing ground and how market leaders are rewriting theirs to prove real impact. ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) **Budget growth doesn't guarantee headcount.** Nearly **4 in 10 teams** with higher budgets didn't add a single role. Discover what top leaders are spending those extra dollars on instead. ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) Just **7.4% of leaders** rate their AI adoption as advanced. Get the real numbers on where execs deploy AI, its actual capacity boost, and the hidden effort needed for a quality pipeline. ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) Only **43.0%** of teams received a budget increase to meet higher targets. Pipeline expectations are climbing while funding stays flat. Discover how top execs **navigate steep goals with fewer resources**. ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) \*\*Where the budget is going (and what’s getting cut). \*\*Resource allocation has shifted sharply. See why teams are slashing agency spend and moving dollars into high-performing, non-paid channels. ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) Why 41.0% of standard marketing teams are watching organic site traffic fall, while high-growth teams have managed to **shield themselves** from the drop. ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) **What marketing leaders wish they could say out loud.** Candid, unvarnished insights on the hidden trade-offs of testing new platforms, managing AI output quality, and navigating board-level expectations. ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) **47.7%** of marketing orgs are actively cutting agency spend. Resource allocation has **shifted dramatically** across the board. Get the complete breakdown of where leaders are pulling back and how they're reallocating those dollars into high-performing channels. ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) **The AI measurement blind spot.** Nearly 90% of teams prioritize AI search, yet tracking ROI remains a struggle. Find out why this gap exists and how teams are closing it. [Give me my copy](#download) ## Get yours now It costs nothing to read, but it’ll change how you plan your next quarter. Get instant access to the exact metrics, AI strategies, and org shifts top-performing teams are using to stay ahead. ![Report Image](https://v5.airtableusercontent.com/v3/u/58/58/1792684800000/g28Wg6jh1W46hC6FpEhknw/BMfsahnnlA4T1DnzJ-l7oMP_BeDmwgPYoNRtXVm2uEP12jK7-qmZbPpr143LyxLRei9hsDvSsuMvzFi7ph_LNM40MrNUeybYV3wpwm3sMTQXstpm7YqLgUhTYlIYyE2F_Jc7HLqWL8tm2xXrbIA2OB-f4ftb4UmUBy2NUdCsh9k/vxpDZkQZq6_yLtxFEUkJ-XOGscKTzvsL0a69OgGGEkc) [Give me my copy](#download) ![](https://www.cmoalliance.com/assets/img/reports/decal-4.svg) ![](https://www.cmoalliance.com/assets/img/reports/decal-5.svg) ![](https://www.cmoalliance.com/assets/img/reports/decal-4.svg) ![Report Image](https://v5.airtableusercontent.com/v3/u/58/58/1792684800000/g28Wg6jh1W46hC6FpEhknw/BMfsahnnlA4T1DnzJ-l7oMP_BeDmwgPYoNRtXVm2uEP12jK7-qmZbPpr143LyxLRei9hsDvSsuMvzFi7ph_LNM40MrNUeybYV3wpwm3sMTQXstpm7YqLgUhTYlIYyE2F_Jc7HLqWL8tm2xXrbIA2OB-f4ftb4UmUBy2NUdCsh9k/vxpDZkQZq6_yLtxFEUkJ-XOGscKTzvsL0a69OgGGEkc) ## Get yours now It costs nothing to read, but it’ll change how you plan your next quarter. Get instant access to the exact metrics, AI strategies, and org shifts top-performing teams are using to stay ahead. ## Please add title in Airtable Please add content in Airtable [Give me my copy](#download) ![](https://www.cmoalliance.com/assets/img/reports/decal-5.svg) ### Trust is the product: What the Financial Times gets right (and most CMOs miss) URL: https://www.cmoalliance.com/trust-is-the-product-what-the-financial-times-gets-right-and-most-cmos-miss/ Last updated: 2026-10-02T12:34:26.000Z I work in one of the most unpredictable sectors there is. Every six months, there seems to be a new way for people to find and consume news. It’s either a new platform, a new AI tool, or a new billionaire buying a newspaper. If you'd told me 20 years ago that I'd be thinking about ChatGPT as a distribution channel for the [Financial Times](https://www.ft.com/), I'd have laughed. And yet here we are. So when people ask me what resilience looks like inside a 140-year-old media brand, I don't think about bouncing back from a hit. I think about something closer to consistency. It's like being in a storm: the wind is going to throw you around no matter what, but if you've got strong foundations, you can sway without losing your footing. That's the job. That's the *whole* job, really. Read on as I share how the Financial Times (FT) stays relevant in an era defined by AI, platform disruption, and shifting audience behaviour. *\[You can also listen to me sharing these insights on this* [*episode of CMO Convo*](https://www.cmoalliance.com/how-brand-guides-strategy-in-times-of-change-video/) *or watch the* [*video*](https://www.youtube.com/watch?v=2K1i%5FlquCis) *below\]* ## **Trust isn’t a value statement, but the strategy** Here's a distinction I come back to constantly: truth and trust are *not* the same thing. Truth is something you produce, and it’s relational. It's something your audience has to feel and keep feeling, over and over again. That trust runs in a few directions at once: - My readers need to trust that what they see in the FT is credible and accurate enough that they can make decisions off the back of it. - My advertisers need to trust that I'm selling them what I say I'm selling. - Anyone who hands over their data needs to trust that I'll use it properly. That whole web of trust is what lets a subscription business exist at all. It sounds a bit old-fashioned, maybe even a bit mundane, to say that trust is your differentiator. But it's never been truer. Our readers are professional, decision-making people who genuinely don't have time to sift through noise to find something reliable. That's precisely what separates us from an endless scroll of social content, where (and I say this without any snobbery) you genuinely can’t tell what's trustworthy and what isn't. There's just too much of it, and it’s all moving too fast. 💡 My advice to any CMO is to ****stop treating trust as a value on a slide** in your onboarding deck. ****Treat it as the actual** ***product**. Everything else (your channels, campaigns, content formats, etc.) sits on top of it. We take it seriously enough that it shows up in how we hire, not just how we market. In every interview, whether it's for a journalist, someone building our products and platforms, or someone joining my own marketing team, we probe for whether they're genuinely bought into the mission. You can't fake that kind of alignment for long, and it's a lot cheaper to check for it at the door than to try to repair it later. ## **We use AI, we just won’t drive it off a cliff** AI is a strange, double-edged thing for a company like Financial Times. On one hand, it's genuinely useful. We use [large language models](https://www.cmoalliance.com/how-llms-are-reshaping-product-discovery/) for what we call story discovery. For example, we use it to help go through huge piles of documents to spot patterns a human would take far too long to find. It's a real, practical time-saver. On the other hand, AI is also a threat to the entire trustworthy ecosystem we rely on. AI companies scrape our journalism, which costs real money and real people to produce. From there, the AI repackages it (often inaccurately) for free. That's a genuine problem, not just for us but for anyone trying to build something built on accuracy. Our answer has been to hold two things at once. We adopt AI where it makes us faster and better. But every single thing that appears on our site has had human editorial oversight. We don’t use shortcuts or unsupervised output. I like to describe it as owning a good sports car: we're not afraid to drive it, we're just not going to drive it off a cliff. We'll go fast, but always within limits our readers can rely on. That balance (lean in, but don't lose control) is something every brand navigating AI right now needs to find for itself. There's no universal formula. But if you let the tool make promises to your customers that you can't stand behind, you've lost the thing that made you valuable in the first place. [AI search isn’t a traffic story. It’s a revenue storyThink AI search is killing your traffic? Ashlesh Shah explains why the real impact isn’t fewer clicks, it’s driving higher-converting, revenue-ready audiences.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--2c011368-398a-4b28-9178-8946f68ae177.png)CMO AllianceAshlesh Shah![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/ai-search-and-revenue-connection-4e2e342e-afe1-4287-8f64-20ebe2072101.png)](https://www.cmoalliance.com/ai-search-isnt-a-traffic-story-its-a-revenue-story/) ## **Brand isn’t decoration. It's the reason people don't want to leave.** For a long time, brand has been treated as the "nice to have" in a [marketing budget](https://www.cmoalliance.com/a-guide-to-smarter-marketing-budget-allocation/). It’s the intangible thing a CEO is reluctant to fund compared to a performance campaign with a clean, attributable return. I understand why. Trust and brand are harder to put a number on than a click-through rate. But here's how I think about it. My actual job is to make people feel like they've joined something they don't want to leave. A club of intelligent peers and people who think like they do, or who they aspire to think like. That has to hold across some genuinely different experiences of the same brand, too. Plenty of my readers log in as themselves and read their own personalised FT every day. But a large part of our audience are corporate customers, accessing us through an enterprise license with a completely different interface and journey. The product looks different depending on who's using it, but the promise underneath (trustworthy, credible, and worth your time) has to feel identical no matter which door someone walks through. That's why our comm the feeling of being somewhere special is the actual product experience. And that's true whether you're selling news, trainers, or software. Ask yourself: when someone opens your app among the dozen others competing for their attention, what actually pulls them in? It's rarely just the core utility. It's the feeling that they're somewhere they belong. Brand isn't the opposite of [revenue](https://www.cmoalliance.com/revenue-and-pipeline-ownership-sales-vs-marketing/). Done properly, it's what makes people stay long enough to become revenue. ## **One brand across many businesses** Something people often don't realise about the FT: we're not just the pink newspaper and FT.com. We're a group, and the portfolio is bigger than most people expect: - A range of specialist publications that go deeper into specific industries - A large events business - A production studio - A B2B research company That means my job isn't just protecting the brand of one product. It's making sure that same "FT-ness" (that same feeling of trust and quality) shows up consistently whether someone is reading a specialist newsletter, sitting in the room at one of our live events, or working with our research team. That's a harder problem than it sounds, and I think a lot of CMOs underestimate how much deliberate work it takes to keep a portfolio feeling like one coherent thing, rather than a loose federation of products that happen to share a logo. ## **Where do you even find your audience now?** I'd like to share a small but very real example of how much distribution has shifted under our feet. Not long before the pandemic, I was still putting up billboards in Canary Wharf, because I knew exactly where our business audience physically stood every morning. I barely do that anymore. Once the world went digital, we ended up in a completely different game: working out how to reach younger readers who might discover us through a conversation with ChatGPT rather than typing FT.com into a browser. They're not seeing a billboard, making a mental note, and going to look us up later. The entire journey to becoming a reader looks different now, and it keeps changing. That's the tension every marketer is living with. You have to stay anchored in your principles, or you've got nothing to hold onto in a storm. But you also have to stay genuinely alert to where and how people are actually finding you, because that part shifts every single year. [How we climbed the AI maturity mountain and proved ROIFrom one-and-done prompts to a self-grading AI system. A practical, five-step playbook for proving AI’s ROI in marketing.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--9e1cf366-7f13-446f-bbdd-025f10b54d54.png)CMO AllianceVarshaa Pallaath![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/How-we-climbed-the-AI-maturity-mountain-and-proved-ROI-----Varshaa-Pallaath--1--1-d4a4592e-9eef-435a-9d3a-5bb493a16d56.png)](https://www.cmoalliance.com/how-we-climbed-the-ai-maturity-mountain-and-proved-roi/) ## **Leading change without losing your people** I don't think anyone actually loves change. I certainly don't. If someone moves a chair in my own house, it throws me for a minute. So imagine asking hundreds of people, across different offices, cultures and time zones, to change how they work. That's genuinely hard, and pretending otherwise doesn't help anyone. What I've learned is that you have to paint a clear picture of where the [change](https://www.cmoalliance.com/change-management/) leads and why it will actually make things better, not just different. During the shift to working from home, we thought we'd need a week to test whether our systems could cope. In the end, we went almost overnight, because there was a clear, urgent reason to do it. People can move remarkably fast when they understand why. The other thing I've learned is that you can't spend all your energy trying to convert the people who are dead set *against* change. Spend it on the people willing to be ambassadors. Those are the ones who'll try things, give you honest feedback, and show others it can be done. Build local relationships in every office and region, because change lands very differently depending on how close people feel to head office and how much context they have. Change isn't a one-off event for us. It's a permanent condition of the industry. The goal isn't to get through one change. It's to build a culture that expects it. ## **My advice for CMOs in 2026** If you asked me for one piece of advice heading into 2026, it's this: resist the urge to chase every fad. I say this as someone who is, by nature, a bit of a magpie. I'll go to a conference, see something a competitor is doing, and think, "that's cool, I should do that too." But most of the time, that instinct is a distraction. It spreads your team thin and pulls focus away from the thing that actually built your brand in the first place. We're in the middle of writing a new strategy for the FT right now, and the starting point isn't "what's everyone else doing." It's "what are our core strengths, and how do we build on them for a modern audience?" That's a much better question. Chase new audiences where it genuinely makes sense, but don't rebuild your entire identity around whoever is loudest in the room that week. You do *you*. Do it well, do it consistently, and let that be the thing people can rely on, especially when everything around you refuses to sit still. --- ### Campaign post-mortem framework URL: https://www.cmoalliance.com/campaign-post-mortem-framework/ Last updated: 2026-08-28T16:49:10.000Z Most campaigns get a debrief. Fewer get a genuinely useful one. This framework gives you a structured way to go beyond surface-level metrics and understand what actually worked, what didn't, and why, so every campaign makes the next one sharper. ## What is a campaign post-mortem framework? A campaign post-mortem framework is a structured tool for reviewing a campaign after it wraps. It takes you through everything from high-level performance against goals to budget analysis, stakeholder feedback, and strategic lessons, giving you a complete picture. It's not just about documenting what happened. It's about capturing insights in a way that influences how you plan and execute in the future. ## Who is it for? This framework is for marketing leaders who want to build a culture of continuous improvement on their teams. It's particularly valuable for CMOs and senior marketers who need to communicate campaign performance to leadership or the board, as well as for campaign owners who want a rigorous way to pressure-test their own assumptions and decisions. If you're running integrated campaigns with multiple channels, cross-functional dependencies, or significant budget, this framework gives you the depth of analysis those campaigns deserve. ## How to use the framework Work through the framework's sections after each major campaign, ideally within two weeks of it wrapping up while the details are still fresh. Start with the campaign overview sections to establish context and document the headline result clearly enough to share with leadership. Then, move into performance analysis, where you'll compare targets against actuals and add commentary that explains the gaps – not just *what* happened, but *why*. From there, the framework takes you through a deeper strategic assessment, covering everything from creative and channel decisions to team coordination and budget allocation. The final sections are designed to translate all of that into concrete next steps and sharper thinking for your next campaign. ## Get your campaign post-mortem framework ![Campaign post-mortem framework](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/08/Campaign-post-mortem-framework.png) [Campaign post-mortem frameworkCampaign post-mortem framework.docx1 MBdownload-circle](https://www.cmoalliance.com/content/files/2026/08/Campaign-post-mortem-framework.docx "Download") [Campaign post-mortem frameworkCampaign post-mortem framework.pdf156 KBdownload-circle](https://www.cmoalliance.com/content/files/2026/08/Campaign-post-mortem-framework.pdf "Download") [Campaign post-mortem frameworkCampaign post-mortem framework This campaign post-mortem framework helps you extract meaningful insights from your most important campaigns. It gives you a structured way to look beyond the metrics, so you understand what actually worked, what didn’t, and why. Use it to align your team, pressure…![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/docs-favicon-2026-v2-bce9b09c-3552-46d4-8348-701b38ad8def.ico)Google Docs![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AHkbwyKW9T-ytEbsZ0Piy6IV4yuBlpnKP0lG3NTew1bNDmTOcGEpr360oEZz6sry388VTYFRjOR1yqDYS0xUE-VR6_jSsQOPjbqee09rivP90RglYKrj__3y-w1200-h630-p-7a3499a6-a4c4-4d4e-b345-136787217760)](https://docs.google.com/document/d/1IqzKt%5FY6bYZ9MkRX1TQRk6c0f6dxoe35wIW4LbRtkjc/edit?usp=sharing) _This post is for subscribers on the Exec+ membership tier only._ ### How we climbed the AI maturity mountain and proved ROI URL: https://www.cmoalliance.com/how-we-climbed-the-ai-maturity-mountain-and-proved-roi/ Last updated: 2026-09-15T10:07:15.000Z There's a version of the story I’m going to tell that sounds very clean in hindsight: We [adopted AI](https://www.cmoalliance.com/ai-adoption-paradox/), measured the results, proved its value, and everyone lived happily ever after. Unfortunately, that's not quite how it went for us at ConnectWise. What actually happened was messier, more iterative, and a lot more instructive. I think the version with all the rough edges is the one worth sharing, because it's probably closer to what you're living right now. So, here's what I want to walk you through in this article: - How we proved AI's value early on, and what "using it well" really means - Why comparing yourself to LinkedIn’s AI influencers is a trap, and what to focus on instead - The five-step system that took us from ad hoc prompting to [agentic workflows](https://www.cmoalliance.com/agentic-ai-workflows-for-b2b-marketing/) ## How it started: Defending the AI spend Late last year, our CMO convinced the business that we should get AI access. He gave it to a small pilot group, which included my team of around 16 people. Almost immediately, I started worrying about losing it. That might sound like an odd first reaction, but if you've ever been inside a large, established company trying to justify a new tool spend, you'll understand the anxiety. So, I got to work figuring out how to prove [the value of AI](https://www.cmoalliance.com/why-your-ai-results-arent-securing-investment/) before anyone could pull the plug. [![Slide titled "Project: Keep AI!" describing a three-step system to prove ChatGPT's value at work: a summary prompt captures each use case in a standard format, the outputs are collated into an Excel usage tracker with columns for team, use case, purpose, impact, and time saved, and the completed tracker is shared with leadership, resulting in ChatGPT staying in the business with protected access and a proven system in place.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/08/data-src-image-34142b46-d9c2-49c7-9ea2-6a070f69e443.png)](https://www.cmoalliance.com/how-we-climbed-the-ai-maturity-mountain-and-proved-roi) The solution I landed on was a **summary prompt**. It was a simple idea; I asked my team to run a short prompt at the end of their AI conversations that would capture the use case, the goal, the estimated time saved, and the chat duration. The output was a single row of data, clean enough to paste straight into a spreadsheet. Across the team, we started building a picture of what we were doing with AI and how much time it was saving us. The business manager took that data and went to town on it – pivot tables, Gantt charts, pie charts, the works. We kept our AI access, which felt like a win. But here's the thing I quickly realized: **keeping AI isn't the same as using it well**. For expert insights like this straight to your inbox twice a month, sign up for Pro+ membership. You'll also get access to a range of certifications, a complimentary Summit ticket, 50+ tried-and-true templates, members-only workshops, and **much* more. So, what are you waiting for? [Fast-track your marketing career ](https://www.cmoalliance.com/pro-plus-membership/?utm%5Fsource=ghost&utm%5Fmedium=resources&utm%5Fcampaign=content) ## The 70% problem: Why AI drafts feel generic Once AI was in everyone's hands, something interesting happened. We started shipping things faster – a lot faster. But when I looked at the actual outputs, something felt off. The work looked polished, the documents were fluent and readable, but they were also [kind of generic](https://www.cmoalliance.com/stopping-the-spread-of-ai-slop/). This is what I've started calling **the 70% problem**. AI is very good at getting you to a competent first draft. It'll produce something that looks like a messaging doc, or reads like an email, and has all the structural hallmarks of professional work. However, if you squint at it and ask yourself, "Could I swap my company's name for a competitor's and have this read exactly the same?" and the answer is yes, then you've got a 70% document. [![Dark, mountain-themed slide with bold white and blue text reading "AI makes the 70% draft incredibly fluent." The subheading reads "Which makes it harder to tell the difference between work that looks good and work that is actually good."](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/08/data-src-image-8c2c46ca-4971-4a4b-a89e-b628711e04b0.png)](https://www.cmoalliance.com/how-we-climbed-the-ai-maturity-mountain-and-proved-roi) The remaining 30% is where [your judgment](https://www.cmoalliance.com/where-ai-belongs-in-marketing-and-where-it-doesnt/) lives. That's the nuance, the specificity, the strategic thinking that makes a document actually yours. AI doesn't add that for you. You have to. So, I started paying less attention to what my team was producing and more attention to *how* they were producing it. If you’re a [marketing leader](https://www.cmoalliance.com/what-world-class-b2b-marketing-leadership-looks-like-today/), I strongly recommend that you do the same. Ask your team to share links to their conversations with ChatGPT and Claude. Reading through them is quite revealing. You can see whether they outsourced their thinking entirely or whether they used the tool to sharpen and extend ideas they'd already started forming. ## Three types of prompters By looking at how my team uses AI, I found that people broadly fall into three categories: [![Slide titled "3 Different AI Prompters" comparing three approaches to using AI: "One and done," which treats AI like spellcheck and takes the first output, using prompts like "make this better" or "summarize this"; "Deliberate," which uses AI with a clear problem, audience, and goal, refining the prompt upfront without outsourcing the thinking; and "Thought partner," which uses AI to sharpen judgment through back-and-forth questions like "what am I missing?" and "what assumptions should I challenge?"](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/08/data-src-image-6bc626af-17f3-47cc-96c2-e2a2634c45b7.png)](https://www.cmoalliance.com/how-we-climbed-the-ai-maturity-mountain-and-proved-roi) ### 1\. The one-and-done Speed is the priority for this type of prompter. They take a brief, drop it into the chat, take the first response, and ship it. For low-stakes tasks, that’s okay. For high-stakes work, it's a liability. ### 2\. The deliberate crafter This person thinks carefully about [the prompt](https://www.cmoalliance.com/prompt-engineering-the-secret-to-creating-better-content/), considers what a good output looks like, and structures their input accordingly. This works well if you already know what good looks like. The catch is that, depending on where you are in your career or how unfamiliar you are with a particular domain, you might not have that context yet. ### 3\. The thought partner This is the approach I've come to believe in most. The key move is simple: somewhere in the initial prompt, you ask the AI, **"Is there anything else you need from me to help you give me the best answer?"** That one question changes the shape of the conversation. It lets the AI surface assumptions you hadn't considered, flag gaps in your brief, and essentially prompt *you* rather than the other way around. This is what some people call reverse prompting, and it's where the judgment starts to get baked in rather than bypassed. The thought partner approach takes longer (sometimes you're looking at 30 minutes instead of 10), but the output quality is miles better. That matters when the stakes are high. ## What we built with AI Once we had a better handle on how to use AI, we started pushing into more ambitious territory: _This post is for paying subscribers only._ ### CMO Summit | Austin 2026 URL: https://www.cmoalliance.com/cmo-summit-austin-2026-2/ Last updated: 2026-08-20T16:23:41.000Z Catch up on all the action from CMO Summit Austin 2026. Learn from marketing leaders from the likes of LinkedIn, Blue Yonder, Purdue & more. _This post is for paying subscribers only._ ### AI search isn't a traffic story, it’s a revenue story URL: https://www.cmoalliance.com/ai-search-isnt-a-traffic-story-its-a-revenue-story/ Last updated: 2026-09-17T14:55:41.000Z For two decades, marketers were trained to chase the click. AI search is forcing us to chase something more important: the decision. Each had its own owner, metrics, budget, dashboard, and performance expectations. But AI is starting to collapse those boundaries. A recent Consumer Search Behaviors Report confirms what many of us have been sensing in the market: AI is no longer just a curiosity or an emerging behavior. Once AI starts influencing who gets considered, who gets trusted, and who gets shortlisted, it stops being a channel conversation and becomes a revenue conversation. > ***But the real story is not AI adoption. The real story is AI-driven revenue. That is the shift marketing executives need to pay attention to.*** ## The buyer journey is no longer linear The old digital marketing playbook assumed a fairly predictable path. A buyer searched on Google. They clicked a result. They landed on your website. They consumed your content. They filled out a form. Sales followed up. [Marketing attribution](https://www.cmoalliance.com/marketing-attribution-models-explained/) captured the source. That journey was never perfect, but it was measurable enough to build operating models around it. AI search disrupts that model because buyers are no longer relying on one source of truth. They are interacting with Google AI Overviews, ChatGPT, Perplexity, Gemini, Reddit, LinkedIn, YouTube, review sites, analyst content, podcasts, partner ecosystems, and [peer communities](https://www.cmoalliance.com/join-the-community/) before they ever visit your website. By the time they land on your site, they may already have formed an opinion. They may already know your category. They may already have compared vendors. They may already have shortlisted you. Or worse, they may have excluded you without you ever seeing a visit in your analytics. The website visit is no longer the beginning of discovery. In many cases, it is becoming a later-stage validation point. ## We're moving from traffic attribution to influence attribution A channel becomes strategically important when it starts influencing revenue, not just engagement. And AI is already there. For years, [digital marketing](https://www.cmoalliance.com/the-state-of-ai-in-digital-marketing-report/) was built around traffic attribution. - Where did the click come from? - Which keyword converted? - Which channel drove the lead? - Which campaign created the opportunity? That model is getting harder to rely on. Consumers now arrive having interacted with multiple sources before they ever reach a brand’s website. They may ask ChatGPT for recommendations, check Google, compare reviews, visit social profiles, scan Reddit, look at maps, and then return through direct or branded search. The conversion may show up as organic, direct, paid search, or branded traffic. But the influence may have started somewhere else entirely. > That is the operational challenge for growth leaders. The question is no longer: **“Is AI sending us traffic?”** The better question is: **“How much influence is AI exerting before the customer converts?”** This is a major mindset shift. AI and algorithm updates are increasingly aligned around answers, not links. Consumers are no longer just searching for websites. They are searching for confidence. [How to get AI to trust and recommend your brandBuyers now ask AI before they ask you. Here’s how AI decides which brands to trust, and the exact steps to get yours cited and recommended.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--7fa7ef9c-9d1d-46e4-bb59-b279a1302920.png)CMO AllianceSteve Kearns![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/cited-by-AI--1--16379ee3-4f40-4f96-9dbd-394ed49f194b.png)](https://www.cmoalliance.com/how-to-get-your-brand-cited-by-ai/) ## AI is not replacing Google. It is rewiring Google’s role. There is a lot of noise around whether AI will replace search. I do not think that is the right way to frame it. AI is not simply replacing Google. It is changing how Google gets used. A recent consumer search behavior report shows that after receiving an AI recommendation: - **53% of consumers search Google or Bing** - **49% visit the business website** - **42% click AI citations** - **28% check reviews** - **20% check social media** That tells us something important. AI may introduce the brand, but consumers still want proof. For a long time, Google was where discovery began. Increasingly, AI may become the starting point, while Google, reviews, websites, and social become validation points. In simple terms: > **AI is becoming the advisor. Google, reviews, websites, and social are becoming the evidence.** That changes how we should think about marketing investment. It is not enough to be found. You have to be verified. You have to be trusted. You have to look credible everywhere the customer checks. ### Verification is the new trust behavior Some people may look at the data and say, “Consumers must not fully trust AI because they still verify.” I see it differently. Verification does not mean consumers distrust AI. Verification is what trust looks like today. Even when someone trusts a recommendation, they still want reassurance. They want to know if the brand is real, credible, consistent, and worth their money. They check for reviews, ratings, website experience, social presence, business information, photos, customer sentiment, brand responses, word of mouth... That is how people build confidence. AI can create interest. But trust signals create action. This is where many businesses will either win or lose. Because the customer may discover you through AI, but they will choose you only if the rest of your digital presence supports that recommendation. > **AI may create consideration, but trust signals create conversion.** ## Reviews are no longer a reputation function. They are a growth function. For years, reviews were treated as a customer service or reputation management issue. Something handled by support teams, reputation teams, or local operations. That era is over, and that mindset is outdated. > **Reviews are now growth assets** Reviews now directly influence acquisition, consideration, conversion, and AI visibility. The top purchase influencers include: - Star ratings - Review recency - Word of mouth - Review sentiment - Review volume That means reviews are no longer just about protecting reputation. They are about [driving revenue](https://www.cmoalliance.com/your-guide-to-revenue-marketing/). A review profile tells customers whether the brand can be trusted. It also gives AI systems important signals about customer experience, sentiment, consistency, and credibility. And it is not just about getting more five-star ratings. The real opportunity is deeper: - Are reviews recent? - Are customers saying the right things? - Is sentiment improving or declining? - Are issues being addressed quickly? - Is the brand responding with the right tone? - Is the experience consistent across locations? - Are responses reinforcing trust? How a business responds to reviews matters more than ever. Those responses show the human side of the brand. They reveal tone, accountability, empathy, and service culture. In many cases, reviews may become more valuable than rankings because rankings may get you seen, but reviews help you get chosen. ## Do not treat AI visibility as an SEO project This may be the biggest mistake companies will make over the next 12 months. AI visibility is not just an SEO project. It is a trust project. Yes, brands need structured data. Yes, they need authoritative content. Yes, they need machine-readable information. Yes, they need to be cited. But that is only part of the equation. AI systems recommend brands they can confidently understand. Consumers buy from brands they can confidently verify. That means the real work is bigger than rankings. It includes: Structured data, accurate business information, first-hand experience content, reviews and sentiment, social proof, brand authority, local consistency, website experience, customer trust signals, reputation management, content depth, and subject-matter expertise Google has been moving in this direction for years through its emphasis on E-E-A-T Framework (Experience, Expertise, Authority, and Trust) AI accelerates that same direction. The shift is from syntax to semantics, from keywords to credibility, content volume to authority, and from traffic to trust. ## The next competitive advantage is trust After nearly two decades in marketing, I have rarely seen a shift this significant. AI is not just another channel to add to the dashboard. It is changing how customers gather confidence before making decisions. This is a behavior shift. They are using AI to reduce complexity, but they are still relying on trust signals to reduce risk. That is the opportunity for business leaders. The next competitive advantage will not simply be more traffic. It will be trust. Trust in your data. Trust in your reviews. Trust in your content. Trust in your social presence. Trust in your customer experience. Trust in what AI can cite. Trust in what customers can verify. Because in an AI-driven world, visibility alone will not be enough. > **Visibility gets you recommended. Trust gets you chosen.** And the brands that understand that early will be the ones that turn AI search into real business growth. ## The real opportunity: AI driven revenue AI search can help strong brands reach buyers earlier. It can surface useful content at the exact moment of need, accelerate education, reduce research friction, increase buyer confidence, and influence vendor shortlists before a sales conversation ever happens. But only if companies intentionally build for it. This requires marketing leaders to rethink SEO, content, brand, demand generation, analytics, and revenue operations as connected systems. Search is no longer just a channel. It is becoming an intelligence layer in the buyer journey. And AI is changing what that layer does. It does not just send traffic. It shapes decisions. The conclusion is simple: AI search is not the end of SEO. It is the evolution of search into something more strategic. The companies that treat AI search as a traffic problem will optimize for clicks. The companies that treat it as a revenue problem will optimize for influence, authority, trust, and conversion. Because in the AI-driven buyer journey, the most important question is no longer, “Did the customer click our link?” The more important question is: **Was our brand part of the answer when the buyer was making the decision?** That is where AI search becomes AI-driven revenue. ### MarTech Summit | Virtual, June 2026 URL: https://www.cmoalliance.com/martech-summit-virtual-june-2026/ Last updated: 2026-08-20T10:31:52.000Z Catch up on all sessions from our virtual MarTech Summit, featuring insights from HP, AllianceBernstein, and more. _This post is for paying subscribers only._ ### How to get your brand cited by AI URL: https://www.cmoalliance.com/how-to-get-your-brand-cited-by-ai/ Last updated: 2026-08-19T09:22:25.000Z You get AI to trust and recommend your brand by giving it clear, consistent signals and then keeping those signals fresh. The best place to start is right on your website and core content. Some quick-fire tips: - **State what you do plainly:** Be direct about what business you’re actually in and exactly who it’s for, rather than leaving AI to guess. - **Show your expertise:** Back your content with real, authoritative knowledge. - **Keep it fresh:** Regularly update your content before it goes stale. Do this consistently, and AI will move from simply citing you as a source to actively recommending you by *name*. That answer didn't come out of thin air. It came from dozens of conversations we’ve had with marketers this year, almost all starting with the same frustrating scenario… Someone asks Claude or ChatGPT to recommend a tool in their category, and the AI actively picks a competitor instead of them. That little gut-punch is what got us thinking seriously about how AI actually decides who to trust in the first place. We talk to marketers about this exact problem every single day, from the Fortune 500 down to mid-market and SMB teams. Below, we break down how that trust actually gets built, and answer the questions we hear most often along the way.👇 ## **Why is buyer behavior changing so fast?** Buyer behavior is changing fast because your buyers are asking AI before they ever ask you. [Forrester's research](https://www.forrester.com/blogs/b2b%5Fbuyers%5Fmake%5Fzero%5Fclick%5Fbuying%5Fnumber%5Fone/) on B2B buying behavior has found that as many as 94% of B2B buyers now use generative AI somewhere in their purchasing decision. That number matters because of what it means, not just what it says. Your buyer is forming opinions about your category, your competitors, and your brand before they land on your site. In a lot of cases, before you even know they're in market. If any of this sounds familiar, here's what it usually looks like inside your own numbers: - Organic traffic flat or down - Conversions holding steady or even climbing - A growing chunk of demand you can't quite trace back to a channel That combination isn't a fluke. It's buyers getting their answer from AI and never clicking through until they're already close to a decision. There's another force at work here too, and it's one we don't think gets talked about enough. The number of marketing technology tools has grown[ 100x since 2011](https://chiefmartec.com/2025/05/2025-marketing-technology-landscape-supergraphic-100x-growth-since-2011-but-now-with-ai/), and marketing teams now put roughly a quarter of their budgets toward technology, according to [Gartner's CMO Spend Survey](https://www.gartner.com/en/newsroom/press-releases/2026-05-11-gartner-2026-cmo-spend-survey-finds-cmos-allocate-15-point-3-percent-of-marketing-budgets-to-ai-but-only-30-percent-are-ready-to-scale-ai-capabilities). More tools mean more people creating content, faster than ever. That sounds like a win, and for a while, it was. But when everyone in your organization can publish content, and nobody's checking it against a single, [consistent brand voice](https://www.cmoalliance.com/one-voice-many-markets-creating-a-unified-brand-voice-as-a-global-organization/), you get fragmented signals. Your sales team says one thing, your website says another. ![Fragmented AI signals](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/08/data-src-image-0ed367a8-1d62-4ebe-87cb-229d899daa97.png) Every function in the business now publishes something, across the entire [customer lifecycle](https://www.cmoalliance.com/how-to-calculate-and-increase-customer-lifetime-value-clv/), from marketing's social posts and infographics to sales scripts, product specs, support docs, and customer stories. Each one is a signal AI can pick up. Without shared brand logic behind all of it, that volume works against you instead of for you. We'd describe large language models as search engines on steroids. They're remarkably good at synthesizing information quickly. The problem is, if what they're synthesizing about you is inconsistent, they'll hand that inconsistency straight to your buyer. [The CMO’s role in stopping the spread of AI slopAI slop isn’t a tech problem – it’s a people problem. Here’s how to build an AI-powered content operation that produces work worth publishing.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--719abadb-e409-47a6-8d80-212cf5f83e80.png)CMO AllianceStefan Maritz![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/The-CMO---s-role-in-stopping-the-spread-of-AI-slop-----Stefan-Maritz-158b747f-691f-47d7-b31d-609252d904ce.png)](https://www.cmoalliance.com/stopping-the-spread-of-ai-slop/) ## **Is SEO dead?** No, SEO isn’t dead, but traditional search is. Google has said[ AI Overviews now reach 2.5 billion users and AI Mode has crossed a billion](https://blog.google/innovation-and-ai/sundar-pichai-io-2026/), with Gemini closing in on similar scale. Then in May, at Google's I/O event, the company confirmed what had been speculated for months: AI is now built into every part of what used to be traditional search. One of us built a sixteen-year career on the SEO side of this industry, and defended it until the very end. After that announcement, that chapter closed. What replaces it is bigger, not smaller. Here's the nuance worth holding onto. Site architecture, crawlability, and real topical authority still matter. Machines still need to understand what they're looking at. Those fundamentals just aren't enough by themselves anymore. ## **What's actually at stake here?** A real upside if you get this right, and a real risk if you don't. [Zero-click search](https://www.cmoalliance.com/what-zero-click-search-is-doing-to-your-pipeline/) is here, and it changes the payoff on both sides of that equation. ![get cited on AI - zero click search](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/08/data-src-image-48f48329-68f9-41fd-8d9f-6920f8631afc.png) *Source: Semrush and Ahrefs (conversion data); Columbia University (citation accuracy data).* On the upside, LLM visitors convert between **4.4x and 23x more** than typical SEO traffic. That's a smaller audience today than what organic search sends you, but a far higher-intent one. We'll come back to this when we get to [proving ROI](https://www.cmoalliance.com/connect-marketing-brand-metrics-to-p-l-impact/), because it's one of the strongest arguments you have. On the risk side, a Columbia University study found that 60% of AI answers cite the wrong source or misrepresent brand information outright. That's not a hypothetical. It's active misinformation about your brand, circulating without your knowledge, and it's a big part of why "wait, why didn't they pick me" moments happen in the first place. That pattern also lines up with what others are seeing in search itself. According to [Semrush](https://www.semrush.com/blog/ai-seo-statistics/), around 60% of searches now yield no clicks, and just 8% of users click a traditional link when an AI summary appears. In plain terms, the buyer gets their answer and moves on, often without ever landing on a website at all. That's what "zero-click search" actually means: people haven't stopped searching. The answer now just happens before the click, which is exactly why waiting to see yourself in referral traffic means you're already finding out too late. There's also the execution gap to think about, which is when you can see the drop in traffic, but not always the cause. You get more data, but not necessarily more clarity, and even when the fix is obvious, knowing what to do doesn't automatically turn into doing it. That gap is where most teams get stuck, and it's what we'll dig into next. ## **Why is the content-for-traffic deal falling apart?** Because the sources AI leans on for its answers are starting to push back. Around the time we gave this talk, Reddit was reportedly reconsidering its data-sharing deal with Google, and outlets including Reuters, USA Today, Politico, and The Economist were all evaluating tighter restrictions on how AI companies can access their content, or blocking access outright. We think of this as the old "content for traffic" bargain being renegotiated in real time. For years, publishers let search engines crawl and index their work in exchange for referral traffic. As more trusted sources narrow that access, differentiated, brand-owned content becomes more valuable, not less. It's also exactly why visibility has to be measured at the answer layer now, not just through clicks and referral traffic. If your content isn't part of what AI is allowed to synthesize, it doesn't matter how good it is. ## **What's the difference between SEO, AEO, and GEO?** > *SEO gets you found. AEO gets you cited. GEO gets you trusted and recommended.* That's the whole hierarchy, and it's worth memorizing, because most teams still treat all three as one thing. | Layer | What it actually does | | ------------------------------------ | ----------------------------------------------------------------------------------------- | | SEO (search engine optimization) | Gets your content indexed, crawlable, and readable by machines. Still the foundation. | | AEO (answer engine optimization) | Earns citations. Gets your content pulled into AI Overviews, snippets, and quick answers. | | GEO (generative engine optimization) | Gets your brand recommended by name inside tools like ChatGPT, Claude, and Gemini. | Think about asking ChatGPT for the best restaurants nearby. You won't get a page of links. You'll get three to five names, based on reviews and reputation. GEO is about earning a seat at that short table, for your own category. [What is nostalgia marketing? Examples insideExplore why Gen Z craves ’90s nostalgia and how brands turn this longing into marketing gold. Psychology, examples, and tips inside.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--62910b42-bfa3-46cd-95fe-ad08ae0c24cc.png)CMO AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Nostalgia-marketing-sharing-1-69851338-c08b-4323-b1c9-d3c966b540d0.png)](https://www.cmoalliance.com/nostalgia-marketing/) ## **Why is my content losing visibility?** Because a lot of what's on the web right now is what Google calls "commodity content," and it's the first thing getting cut.[ ](https://www.seroundtable.com/google-commodity-content-41200.html) [Google's search liaison, Danny Sullivan, has been using that exact term](https://www.seroundtable.com/google-commodity-content-41200.html) to describe generic, interchangeable content, the kind Google's algorithms are getting much better at demoting. We've watched clients built on templated listicles and programmatic pages lose the majority of their organic visibility almost overnight after recent algorithm updates. Meanwhile, sites built on proprietary data and real expert perspective have gained ground. The pattern behind both outcomes is simple: ### **What AI ignores (commodity content)** - Generic listicles and thin "ultimate guide" posts - Keyword-stuffed pages optimized for ranking rather than reading - Unattributed claims with no expert sourcing - High-volume low-substance content chasing search trends - Information AI could realistically retrieve on its own - Programmatic content without substance ### **What AI cites (non-commodity content)** - Original research - Surveys - Proprietary benchmark data - Named frameworks and methodologies with clear attribution - Expert perspectives and opinionated analysis backed by credentials - Reliable and verifiable customer experiences and use cases - Comparison content and FAQs that answer decision-stage queries - Demonstrated topical authority The takeaway isn't "publish less." It's "make sure every piece has one thing AI can't find anywhere else." ## **What makes my blog content trustworthy enough to get cited?** Proof that a real expert wrote it, not just clean formatting. Google's own E-E-A-T framework (experience, expertise, authority, and trust) is still the clearest way to think about this. It applies just as much to how AI evaluates your content as it does to traditional search. In practice, that means author bios that actually say something. Years in the industry, certifications, direct experience with the topic - whatever makes it obvious this person is qualified to write about it. It's a small addition to a page, but it's often the difference between content AI treats as a real source and content it skips. ## **How often should I update my content to stay visible?** More often than you probably think, and the update has to be *real*. AI platforms often run what we call fan-out queries behind the scenes. When someone asks a question, the model quietly appends the current year to its own background search, hunting for the freshest information it can find. A page that ranked well six months ago isn't guaranteed to still be useful today. Stale pages lose AI visibility faster than they lose traditional search rankings, and once you miss that window, you don't just slip a spot. You disappear from the answer entirely. 💡 ****Our rule of thumb:** if a priority page hasn't had a substantial update in ****12 weeks**, that's your signal to review it. A real refresh means changing roughly 20% of the content, not just the timestamp. It also helps to know that different models want different things. ChatGPT still leans on traditional formats like blog comparisons and listicles. Claude favors in-depth content backed by real data, product specs, and firsthand testimonials. Track the same prompt across both, and you can genuinely get two different citations back. ## **Why does this feel so hard to execute?** Because most teams are stringing together a manual, seven-step process, and something gets lost at every handoff. It typically looks like this: 1. A human audit (2 to 4 hours per cycle) 2. Ad hoc SERP analysis (often skipped) 3. Competitor research (also often skipped) 4. No real AEO or GEO check at all (a blind spot) 5. A manual content brief (a multi-day delay on its own) 6. Draft-to-review loops (3 to 6 revisions, more multi-day delays) 7. Publish and forget for the next 12 to 18 months The teams pulling ahead aren't adding more tools to that chain. They're building a connected system around four things: - **Speed.** Relevance has a shelf life now. Slow to publish means someone else becomes the source first. - **Scale.** You need coverage across audiences, formats, and markets, not one flagship page per topic. - **Consistency.** Fragmented voice and facts get reflected straight back to your customers. - **Continuous optimization.** This isn't a campaign. It's an ongoing habit. In practice, that connected version looks more like a loop than a line: an automatic audit that reads SERP, industry, and competitor signals without needing analyst hours, feeding into [GEO](https://www.cmoalliance.com/brand-visibility-in-the-age-of-ai-live-session/) scoring that tells you what to fix first, an auto-brief that flows into an assisted, brand-governed draft (often in a single review cycle instead of six), and a bulk refresh that pushes derivative content out at scale, all feeding back into always-on monitoring that starts the cycle again. ## **How do I write content that works for both my customers and AI?** Treat every important page like it's serving two audiences at once, because it is. One is your actual human reader. The other is the AI reading on their behalf, and it needs a bit more structure and specificity than your human audience does. Our advice here is simple. Name your category clearly, state exactly who your product is for, and don't leave that to inference. Then repeat your differentiator consistently across your site, not just once in a headline. Content design matters here too. Don't bolt an FAQ block onto the top of an executive thought-leadership piece, since it tends to kill the polish. Instead, give the page two rails: your full thought piece on one side, and a tight summary or FAQ block alongside it, so both your human reader and the AI parsing the page get what they need. This comes up constantly with gated B2B content. If you're gating a report to capture leads, don't gate everything. A few small additions go a long way: - Pull two or three of the sharpest data points into bulleted key takeaways, up front. - Add a real summary paragraph, not just a one-line teaser. - Credit and briefly introduce the report's authors, so its authority is visible before the gate. - Include a couple of simple FAQs, like who the report is for and how often it's updated. That gives AI something to find and cite, even if the full report stays behind the form. [What does it mean to value diversity?Diverse teams are 35% more likely to outperform competitors. Learn what valuing diversity really means and practical steps to make it happen at work.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--fcc216da-b107-4317-9064-957f2a0e8b5d.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Doodles--33--1-fccbdec5-20ba-4358-afcd-2ce3dd87ba88.png)](https://www.cmoalliance.com/what-does-it-mean-to-value-diversity/) ## **How do I know if AI is actually citing my brand?** Track a real sample of prompts that are run regularly across the platforms your buyers actually use. Dozens of prompts is a reasonable start. Hundreds is better, if you have the bandwidth. Watch how each answer gets structured. Who gets mentioned by name, and who gets cited as a source. It's not a perfect science, since you can't track every question a buyer might ask, but it works the same way keyword tracking used to in [traditional SEO](https://www.cmoalliance.com/search-is-changing-google-ai-mode/): get a good enough sample, and you'll know which direction you're moving. ## **How do I prove this is working to leadership?** Pair a directional [visibility](https://www.cmoalliance.com/signals-social-platforms-are-sending/) score with the conversion data you already have. Marketing attribution has always been messy, and full multi-touch attribution, what we'd call the measurement-heavy path, is still the wild west for most organizations. A directional score, the measurement-light path, won't give you perfect attribution, but it gets the conversation moving with something concrete. That score gets even more convincing next to the traffic you can already measure. As we mentioned earlier,[ AI-referred traffic converts between 4.4x and 23x more](https://seresa.io/blog/ai-data-readiness/ai-visitors-convert-4-4x-better-but-only-if-they-can-find-you) than typical SEO traffic, depending on the source and category. Even a simple before-and-after comparison, paired with that conversion story, tends to make the case on its own. One more lever worth using with leadership: showing a stakeholder that a direct competitor's score is meaningfully ahead of theirs tends to get attention fast. Competitive pressure is often what turns "nice to have" into a funded priority. ## **What should I do first?** Start with brand consistency across your website. Make sure your content actually reflects real expertise and authority. And once something starts working, don't take your foot off the gas. AI can only repeat the signals you give it. Vague brand language gets you vague representation back. Clear, consistent, well-earned authority gets you cited, and eventually, recommended. We think the brands that treat this as an ongoing habit, not a one-time project, are the ones that will end up defining how their category gets understood, by AI, and by the humans asking it questions. --- ### Meet the authors... **Steve Kearns** ***Sr. Director, Community & Customer Marketing at Jasper*** Steve runs customer and community marketing at Jasper. Before that, he spent a decade leading content marketing for LinkedIn's multi-billion dollar ad business, where he was actually a Jasper customer himself. **Kurt Lambert** ***Senior GEO Strategy Manager*** Kurt leads Jasper's AEO/GEO strategy work. He's spent his whole career in search, starting as a web developer back in 2009, working his way up to VP of SEO & Content at Silverback Strategies, then running SEO/GEO strategy for 10+ clients at Growth Marketing Pro before joining Jasper. --- ## How to get cited by AI - FAQs #### How do you get your brand recommended by AI? You earn it, mostly by being easy for AI to understand and hard to doubt. That means clear, consistent signals about who you are and what you do, backed by real expertise, and kept current enough that AI trusts it's still true. #### How does AI make decisions? It synthesizes whatever it can find across the web, then leans toward sources that are consistent, credible, and current. There's no secret formula being applied to your brand specifically, it's reflecting back the clearest, best-supported signal it can find for a given question. #### How is AI changing the way buyers choose which brands to trust? It's inserted itself as a layer between you and your buyer. As many as 94% of B2B buyers now use generative AI somewhere in their purchasing decision, which means opinions about your category and your competitors are often forming before a buyer ever reaches your site. #### How do I get my brand cited by ChatGPT and Claude? Start by knowing they don't behave the same way. ChatGPT still leans on familiar formats like blog comparisons and listicles, while Claude tends to favor in-depth content backed by real data and firsthand testimonials, so it's worth tailoring content, or at least checking both, rather than assuming one size fits all. #### How often should I update my website content to stay visible in AI search? Review priority pages at least every twelve weeks, and make the update count. A real refresh changes something meaningful, roughly a fifth of the content, not just the timestamp, since AI platforms consistently favor whatever's freshest. #### How do I check whether AI is actually citing my brand? Track a solid sample of real prompts, ideally dozens or more, across the platforms your buyers actually use, and watch how each answer is structured. It won't be perfect, since you can't track every possible question, but it works the same way keyword tracking used to: a good enough sample tells you which direction you're moving. ### What does it mean to value diversity? URL: https://www.cmoalliance.com/what-does-it-mean-to-value-diversity/ Last updated: 2026-08-18T11:09:17.000Z > *“Starbucks is a tremendously, tremendously diverse organization and will continue to be a tremendously diverse organization, just by the nature of our mission, our values, and how we operate around the world.” –* [*Brian Niccol, Starbucks CEO*](https://nypost.com/2025/03/13/business/starbucks-ceo-brian-niccol-defends-companys-dei-practices-says-they-are-key-strength-of-business/) ## **What is diversity?** Diversity is about having a mix of people with different backgrounds, characteristics, and perspectives in one group. This includes the differences you can easily see, like age, gender, race, and disability. But it also covers the equally important things you often *can't* see right away, such as: - Religion and culture - Sexual orientation - Education and socio-economic background - Cognitive and neurological differences When we talk about diversity at work, it’s not just an exercise in ticking demographic boxes. True diversity is about asking who's actually in the room, whose voices get heard, and whether people from different walks of life feel able to contribute fully. ## **Why should you value diversity?** Did you know that companies with diverse teams are [35% more likely](https://www.mckinsey.com/capabilities/people-and-organizational-performance/our-insights/why-diversity-matters) to have financial returns compared to their competitors? There are many other benefits to valuing diversity in your org: - **Better decision-making**: Teams with diverse perspectives tend to consider a wider range of options and avoid groupthink. This can lead to smarter, more innovative decisions. - **Stronger innovation**: People from diverse backgrounds bring unique ideas and experiences to the table, fueling [creativity](https://www.cmoalliance.com/balancing-ai-and-human-creativity-in-modern-marketing/) and driving new product, service, and process innovations. - **Wider market reach**: A diverse workforce can better understand and connect with a broad range of customers, helping to make products and services more appealing across different demographics. - **Attracting top talent**: People want to work for organizations that value inclusion. A reputation for diversity can help attract and retain the best employees. In fact, according to Glassdoor, diversity and inclusion are vital for the majority of job seekers and employees, with [76% reporting](https://www.glassdoor.com/blog/glassdoors-diversity-and-inclusion-workplace-survey/) that “a diverse workforce is an important factor when evaluating companies and job offers”. - **Better company culture**: Inclusive environments where diversity is celebrated tend to be more collaborative, respectful, and supportive, boosting morale and engagement. - **Risk reduction**: A mix of viewpoints helps spot potential ethical, cultural, or market risks earlier. ## **1\. Diversity is more than you think** > *“Hiring diverse talent isn’t enough, it’s the workplace experience that shapes whether people remain and thrive.” -* [*McKinsey*](https://www.mckinsey.com/featured-insights/diversity-and-inclusion/diversity-wins-how-inclusion-matters) When people hear the word “diversity”, they often think about race, gender, and age. These are important, of course, but real [diversity](https://www.cmoalliance.com/why-we-need-to-amplify-diverse-voices-in-marketing/) goes beyond these characteristics. It also includes neurodiversity, disability, sexual orientation, socio-economic background, culture, and more. **Valuing diversity means recognizing that people are different** and that difference shows up in various ways. Not only that, but that they can make a team more powerful and contribute to the company’s bottom line. Orgs that understand this don’t just build policies for a few; they build systems that meet the needs of *all* employees. ## **2\. Recognizing intersectionality matters too** Diversity is also about how traits like gender and background interact. Someone might experience the workplace differently because they’re a woman *and* neurodivergent, for example. Valuing diversity means **recognizing the complex overlap of these identities** and designing systems that support each person in their entirety. ## **3\. It’s not just about who you hire** It’s easy to fall into the trap of thinking diversity ends when you recruit people. However, if those employees don’t feel supported or included in [decision-making](https://www.cmoalliance.com/how-brand-building-influences-every-major-business-decision/), they won’t stick around. So, valuing diversity also means **creating an inclusive culture where people from all backgrounds can thrive**. For example, making space for different [communication](https://www.cmoalliance.com/5-practical-steps-to-sales-and-marketing-alignment/) styles, building clear, equitable paths to progression, and recognizing and removing bias in performance reviews. ## **4\. Valuing different work styles and approaches** Diverse teams don’t just think differently, they also often *work* differently. Some people may prefer to collaborate closely in real time, while others might do their best thinking independently. Some cultures prize direct communication, others favour a more nuanced approach. **Valuing diversity means embracing these different styles** and not forcing everyone to fit in the same mold. It’s important to be flexible enough to support varied ways of collaborating, problem-solving, and contributing value. Doing this makes you more likely to create strong, innovative teams. ## **5\. Diversity must be embedded in decision-making** Diversity is a business strategy. **Companies that value diversity** include it in their decision-making processes, from product design and marketing to operations and customer success. Are you designing your product with accessibility in mind? Are your marketing campaigns free from stereotypes and inclusive of diverse voices? Are your suppliers and partners aligned with your values? Are there any diverse voices shaping the long-term strategy of your business? In essence, for your company to value diversity, it needs to build it into everything. ## **6\. Success means measuring more than profits** If you’re serious about valuing diversity, you mustn’t stop at vague commitments and actually track your progress. You've got to give it the same importance as business performance. This means [measuring diversity, equity, and inclusion](https://www.cmoalliance.com/6-diversity-and-inclusion-strategies-you-need-as-cmo/). In turn, this includes analyzing employee engagement surveys by demographic group, monitoring turnover rates, or setting and publishing diversity goals publicly. If you tie diversity outcomes to real metrics, you signal that inclusion isn’t just a nice-to-have, but a core part of what success looks like. [The CMO’s Guide to Measurement: Master Marketing ImpactHow triangulation shows marketing’s true impact![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--135.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/The-CMO-s-guide-to-measurement-1.png)](https://www.cmoalliance.com/the-cmos-guide-to-measurement-report/) ## **7\. Adding to the culture vs. being a culture “fit”** The phrase “culture fit” can mean “someone who thinks like us” or “someone we’d get a beer with.” It can lead to bias and homogeneity. **Valuing diversity means shifting to a** **culture-add** mindset: actively looking for people who bring new perspectives, challenge norms, and contribute to a richer, more nuanced culture. This changes the way you hire and how teams collaborate, as it pushes people to grow instead of maintaining the status quo. ## **8\. Leadership must set the tone** A company’s values aren’t truly defined by its marketing but by what its leaders do when no one’s looking. So, valuing diversity has to start at the top. Leadership teams must go beyond endorsing initiatives and actually model inclusive behaviors, sponsor diverse talent, and hold themselves personally accountable for progress. By doing so, **you can create a culture where everyone understands that diversity is expected, celebrated, and essential to success.** Of course, it’s also good to see more diverse representation in leadership. For example, in 2024, about [53% of Fortune 500 companies’ CMOs in the US were women](https://www.statista.com/statistics/1285809/share-women-cmo-us/). ## **9\. You’ll see it in the little things** **Valuing diversity doesn’t just show up in policies and initiatives; it also shows up in daily interactions**. For example, in the tone of internal communications, in how meetings are run and who gets invited into rooms, in whether someone feels like they can speak up without issues. - Are all holidays acknowledged equally? - Are benefits inclusive of different family structures and needs? - Do your company rituals make some people feel left out or overlooked? The companies that do this well don’t wait to be called out. They anticipate, ask, listen, and adjust. [The different faces of unconscious bias in the workplaceExplore how unconscious bias silently shapes hiring, promotions, and team interactions, undermining diversity and potential.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--134.png)CMO AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/The-different-faces-of-unconscious-bias-in-the-workplace-1.png)](https://www.cmoalliance.com/the-different-faces-of-unconscious-bias-in-the-workplace/) ## **10\. It’s a journey, not a checklist** **Valuing diversity means being** **okay with being uncomfortable** and being willing to learn and improve. You won’t always get it right. But if you’re willing to lead with humility, act on [feedback](https://www.cmoalliance.com/5-reasons-why-businesses-should-not-ignore-customer-feedback/), and invest in real change, you can earn trust over time. Make sure to: - Set public goals and report on them - Admit when you fall short - Bring in third-party experts - Provide ongoing training, not one-and-done workshops - Make DEI part of leadership KPIs, not a side project ## **What are the challenges of valuing diversity?** Valuing diversity isn't automatically easy or comfortable. In fact, if it's handled poorly, it can actually create friction rather than fix it. If you want to take diversity seriously, you need to be upfront about these challenges. Some of the most common risks to watch out for include: - **Miscommunication:** Different communication styles, cultural norms, and language barriers can easily lead to crossed wires if teams aren't given the tools to bridge the gap. - **Unconscious bias:** Without an active effort to get to know colleagues as individuals, it's easy for people to fall back on assumptions. This completely undermines the inclusion you are trying to build. - **Slower decision-making:** Bringing more perspectives to the table naturally brings more debate. For teams that aren't used to navigating different viewpoints, reaching a consensus might take a bit longer. - **Lack of trust:** If diversity efforts feel like they are just for show (like hiring for optics without actually changing the [company culture](https://www.cmoalliance.com/align-your-company-culture-with-your-brand-with-noel-hamill-video/)), employees will quickly become skeptical and disengaged. - **Retention risks:** If diverse hires don't feel genuinely supported or included, they won't stay. This creates a costly cycle of turnover that hurts your goals rather than helping them. - **Pushback and resistance:** Change can be threatening. Some employees might push back if they don't understand the "why" behind new initiatives, meaning leadership needs to address concerns head-on rather than ignoring them. ****The takeaway:** None of this means diversity isn't worth pursuing. It simply means it needs to be managed intentionally, with the exact same rigor and focus you’d apply to any other major business priority. ## **How to actually value diversity in the workplace** Understanding why diversity matters is step one, but it's not enough. You have to actively embed it into your workplace culture, moving from a simple diversity statement to a true diversity practice. To help you get there: ### Rethink job descriptions Audit your postings for biased language and cut out any unnecessary requirements that might discourage great candidates from applying. ### Cast a wider net Look beyond your usual recruiting networks and actively source underrepresented talent. ### Standardize your hiring Use consistent interview questions and diverse hiring panels to help keep individual biases in check. ### Invest in growth Set up genuine [mentoring](https://www.cmoalliance.com/mentorship-program/) and sponsorship programs to support the career progression of underrepresented employees. ### Keep the conversation going Don't rely on one-off workshops. Make training an ongoing process that covers inclusive leadership, allyship, and how to navigate difficult conversations. ### Update your benefits Review your policies to ensure they actually serve a variety of family structures, cultural backgrounds, and personal needs. ### Listen and act Create safe ways for employees to give feedback, such as anonymous surveys or Employee Resource Groups (ERGs). From there, you can use that feedback to help take action and make positive changes in the workplace. ### Hold leaders accountable Tie inclusion outcomes directly to leadership KPIs so that making progress isn't treated as optional. ### Be transparent Track your data on representation, [retention](https://www.cmoalliance.com/9-retention-marketing-strategies/), and team engagement, and share your progress openly. ## **In short** Most companies say [they care about diversity](https://www.cmoalliance.com/why-is-diversity-important-in-the-workplace/). You’ll see it in mission statements, career pages, onboarding documents, etc. – but many of those claims won’t go deeper than a line of text and a few photos on the site. To value diversity means actively recognizing, respecting, and appreciating the differences among people, as well as looking at differences as strengths rather than obstacles. --- *Join our growing* [*Slack community*](https://www.cmoalliance.com/join-the-community/) *for direct access to the best and brightest CMOs and marketing leaders.* [Community | CMO AllianceReady to connect with CMOs and top-level marketing executives all over the world? Join our community for an exclusive space for CMOs to network, share experiences and insights, and seek advice directly from other CMOs.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--136.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Meta_Image_Template-2-8.png)](https://www.cmoalliance.com/join-the-community/) ### How to connect marketing & brand metrics to P&L impact (real tips from our community) URL: https://www.cmoalliance.com/connect-marketing-brand-metrics-to-p-l-impact/ Last updated: 2026-08-27T07:05:40.000Z Connecting your marketing and brand metrics to actual profit and loss (P&L) impact usually boils down to one of four core methods: - **Run an incrementality test** with a proper holdout group. - **Bridge the gap** by connecting brand data to a measurable behavior that leads to revenue. - **Build a bottoms-up view** of your funnel using unit economics. - **Reframe your reporting** so that every single metric carries a clear financial consequence. Most CMOs end up blending more than one of these approaches depending on what they’re measuring and who they’re presenting to. But there’s a catch. Blending these methods assumes you already have a seat at the "financial table," which, as we know, isn't always the case (even for senior marketers). Fractional CMO [Melanie Hunter Yell](https://www.linkedin.com/in/melanie-hunter-yell-93353511/) recently made an interesting point about this. She noted that when she polls rooms full of senior marketers, at least half admit they've never actually seen their own company's P&L. Her point is, if you haven't seen it, you don't know the assumptions baked into it. So, how can you build a marketing plan that delivers against it? Figuring this out is becoming urgent, because the pressure to tie marketing to real dollars is only mounting. While most marketers (**53.8%**) expect their budgets to grow in the next three to five years, the [*Future of Marketing 2025*](https://www.cmoalliance.com/connect-marketing-brand-metrics-to-p-l-impact/) report notes that this spend is shifting rapidly toward initiatives where attribution is clearest. It’s a frustrating roadblock, but you don't have to navigate it alone. When a CMO recently brought this exact challenge to our [CMO Alliance Slack community](https://www.cmoalliance.com/join-the-community/), fellow marketers quickly jumped in to help. We’ve taken some of our favorite answers from that thread to share with you. Each offers practical advice on translating your marketing efforts into board-ready language. ## **Why does the marketing and finance disconnect exist?** The disconnect between [marketing and finance](https://www.cmoalliance.com/how-marketing-and-finance-can-work-together-for-growth-video/) exists because the two departments measure the business at opposite ends of the timeline. Marketing relies heavily on *leading* indicators, like brand awareness and consideration. These signal future market shifts long before a transaction ever happens. Finance, however, operates entirely on *trailing* indicators such as locked-in revenue, costs, and payback periods. Those financial numbers are easy to audit, but they don't tell you a thing about what's coming next. Because finance and marketing look at different points in time, the two departments don't naturally speak the same language. We actually saw this firsthand in our [*Future of Marketing* report](https://www.cmoalliance.com/future-of-marketing-2025-report/). When we asked marketers how they measure ROI, most pointed to things like leads (**63.4%**) and conversion rates (**62.2%**). Hard financial numbers (like actual revenue (**46.3%**) and customer acquisition cost (**41.5%**) were way further down the list. This suggests that even when marketing teams talk about ROI, their numbers are often still a step or two removed from the actual bottom line. Of course, not all [marketing metrics](https://www.cmoalliance.com/measuring-success-growth-marketing-strategies/) are this tough to translate. Performance metrics (think clicks, conversions, MQLs, and ROAS) measure activity right before a transaction happens. Since they sit so close to the finish line, they usually have a fairly direct, easy-to-prove line to revenue. The tech itself is a big part of the problem. According to our [*CMO Insights Report 2025*](https://www.cmoalliance.com/cmo-insights-report-2025/), over **50%** of CMOs feel like they just don't have the right tools in their stack. When asked what they're missing most, better ROI measurement and multi-channel attribution were right at the top of the list. But when it comes to brand health, the communication gap widens. As Melanie puts it: > *"We're talking in clicks and reach and engagement and MQLs, but the rest of the leadership team don't want to hear anything unless it's got a pound sign in it."* Ultimately, this means that connecting the dots between [brand health](https://www.cmoalliance.com/brand-health-awareness-dashboard-framework/) and the P&L is almost always on us as marketers, not finance. If you’re ready to start speaking finance's language, we’ve rounded up the battle-tested strategies four marketing experts use to get it done.👇 [How to build a productive working relationship with your CEOMarketing budgets are growing, but CEO trust in marketing isn’t. Erin McCallion, CMO at Perion, shows how AI can finally close that gap.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--25e6fd73-387d-4015-802d-92c5172c216b.png)CMO AllianceErin McCallion![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/How-to-build-a-productive-working-relationship-with-your-CEO-89894deb-35ca-4919-a09e-4440ccc976d1.png)](https://www.cmoalliance.com/cmo-and-ceo-alignment-how-to-build-a-productive-working-relationship/) ## **Approach 1: Run an incrementality test with a defensible holdout** [Cory Peterson](https://www.linkedin.com/in/corypeterson10/), VP of Marketing and Sales Operations at LED Lighting Supply, recommends running a long-term incrementality test. The key? You need a holdout group solid enough that finance can't shoot it down. > "The only real way to get a near-perfect line of sight that can make finance comfortable is running a long-term experiment (incrementality test) with a well set up and defendable hold-out group." - [**Cory Peterson**](https://www.linkedin.com/in/corypeterson10/)**, VP of Marketing and Sales Operations.** This is the gold-standard approach because it answers the exact question finance cares about. Namely, *what happens if we don't spend this money?* By focusing on that, rather than just trying to correlate brand movement with sales after the fact, you deliver causal proof. You avoid handing finance a flimsy correlation they can easily poke holes in. Using a holdout group (a market, region, or segment that doesn't get the investment) gives you a clean, undeniable comparison rather than just an educated guess. The tradeoff is time. A truly defensible test requires careful [planning](https://www.cmoalliance.com/marketing-campaign-planning-template-framework/), a solid sample size, and the patience to let it run long enough for finance to trust the results. Because of this, it’s the perfect tool for proving the value of a sustained investment, rather than a quick one-off campaign. If you're ready to try this, three things make or break a defensible test: 1. **Agree on the holdout market** and the success metric with finance *before* you start, not after. Doing this will help ensure the result is trustworthy, rather than disputable. 2. **Pick a test length long enough** for brand effects to actually show up, which usually means weeks or months, not days. 3. **Resist the urge to call it early** just because the numbers look flat in week two. A holdout test only earns finance's trust if you let it run its full course. ## **Approach 2: Let customer behavior bridge the gap** [Nicholas Testa](https://www.linkedin.com/in/nichst/) is a Special Operations influence expert and offers an approach that’s a bit simpler (and much faster) to put into practice. Find a specific customer behavior that sits comfortably between your brand metrics and your revenue, and use it as a bridge. > *“Connect the brand data to a measurable behavior, then connect that behavior to the financial impact. The behavior is the glue between awareness/consideration and financial impact."* \- **Nicholas Testa, U.S. SOF Psychological Operations** This strategy works well when you already have behavioral data sitting in that middle ground. This includes metrics like site visits, demo requests, branded search volume, and sales cycle length. The goal is to find the specific behavior that reliably moves alongside your brand metrics, and then show finance how *that* behavior has an established link to [revenue](https://www.cmoalliance.com/revenue-and-pipeline-ownership-sales-vs-marketing/). Sure, it's a little less airtight than a strictly controlled experiment. But if you don't have the time or budget for a full-scale incrementality test, this is often the most practical place to start. 💡 ****Pro tip:** One of the best ways to strengthen this approach is to look back at periods when your brand spend paused or dipped on its own. Did that middleman behavior dip right alongside it? If you can show finance a behavior that moves in **both* directions with your brand activity (not just when you're actively pouring money in), that becomes a much harder correlation for them to wave away. ## **Approach 3: Build a bottoms-up unit economics view** [Deborah Katz](https://www.linkedin.com/in/deborahkatz/), Interim Vice President, Integrated Marketing Strategy at adQuadrant, takes us deep into the actual mechanics. Her advice is to capture the unit economics for every single touchpoint in your funnel, and let that bottoms-up view shape how finance looks at your marketing spend. > *"Ideally, you'd know the unit economics for every customer touchpoint all the way through the funnel. That bottoms-up view should inform how Finance understands marketing investment, proposed new spend, failed experiments, and efficiency or scaled wins." -* **Deborah Katz, Interim Vice President, Integrated Marketing Strategy** Here's how she breaks it down in practice: > *"For example, if I know my CPL, Lead-To-Paid CVR, and the time horizon for my target payback period, I have three concrete metrics to validate against and optimize towards.* > *“If I then add spend to something seemingly "offline" like a conference, I make sure the reporting I share with finance allows us both to understand the incremental leads, paying customers, and their time horizon to payback from that tactic, to validate to myself, and finance, whether or not the conference was worth the investment."* **Deborah Katz, Interim Vice President, Integrated Marketing Strategy** Getting that visibility for "offline" events is crucial because they aren't just a minor line item. According to the *Future of Marketing 2025* report, **30.6%** of marketers spend the majority of their budget on events. If those interactions aren't tracked and just get lumped into "direct" traffic, finance is completely blind to one of marketing's biggest investments. Deborah's approach doesn't need a long-running test. It works tactic by tactic, in near real-time, all while using language finance already speaks (cost, conversion, payback period, etc.). The tradeoff is that it's harder to apply cleanly to pure brand-building activity that doesn't have an obvious "lead" to count. But that is exactly where Nicholas's behavioral bridge or Cory's incrementality test can step in to fill the gap. ****How to make it work:** The trickiest part in practice is making sure you tag those "offline" touchpoints so they don't just vanish into the black hole of "direct" or "unknown" traffic in your CRM. You have to give each offline tactic something trackable. Try using a unique QR code, a dedicated landing page, a specific discount code, or even a simple "How did you hear about us?" field at signup. That way, those leads can always be traced directly back to the tactic that produced them, instead of landing in a mystery bucket no one can act on. ## **Approach 4: Reframe the reporting, not just the math** The first three approaches all focus on the math and how to actually calculate the link between brand data and revenue. But Melanie Hunter Yell (Global Marketing Transformation and Excellence Director at Tate & Lyle) argues there's a layer above the calculation that matters just as much: how you actually report it. In her experience, most organizations already have the data marketing needs. What's missing is the habit of translating that data into language that the board, including the CFO, understands. > *"It's not a measurement problem, it's a translation problem." -* **Melanie Hunter Yell, Global Marketing Transformation and Excellence Director.** Her rule of thumb for her own team is simple: every metric needs an equal sign after it. > *"We're doing x activity, there's an equal sign, and what comes after that? There should always be an equal sign, and there should always be a pound sign, whatever currency we're operating in." -* **Melanie Hunter Yell, Global Marketing Transformation and Excellence Director.** She also points out that "growth" itself means different things at different companies, and that mismatch is often the real source of friction between departments. ![Marketing and finance - quote - we need to stop reporting marketing and start leading growth](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/08/Melanie-Hunter---quote-2-for-blog-post.png) A scale-up chases top-line growth until it needs to prove profitability. A big corporate might flip between prioritizing revenue and market share week to week. If your CEO cares about revenue but the board is hyper-focused on valuation, marketing simply can't win. You can't build solid metrics if there isn't an aligned business strategy to attach them to in the first place. Once you have that alignment in place, Melanie argues that marketing should take ownership of four specific numbers. Each of these plugs directly into the P&L logic that finance already trusts: - **Revenue quality and mix**: not just how much revenue, but whether it's profitable, repeatable, full-price business, since "not all revenue is equal". - **Margin**: because "top line growth at a really high acquisition cost is not good growth". - **Retention**: what it costs to lose a customer, and the value retention adds back. - **Lifetime value versus customer acquisition cost**: the number that flags a structural problem if CAC is rising while LTV isn't. When it comes to brand building specifically, she pushes back hard against treating it as a discretionary, nice-to-have line item. Her metaphor for this is spot on: performance marketing "harvests" the demand that already exists in the market today, while brand building "plants" the demand you'll need tomorrow. Both matter, but they operate on completely different time horizons. To get finance on board, she suggests presenting your marketing spend like a diversified investment portfolio, broken down into three distinct buckets: - **Short-term investments** where you can point to next quarter's results. - **Medium-term investments** building consideration and trust. - **Long-term investments** "like pensions and capital investment." She also adds one incredibly useful layer of nuance to Cory’s incrementality-testing approach. Before you drive yourself crazy trying to track every last click, take a step back. "*Attribution is not really the problem*," she states. "*I think the main problem is the lack of alignment around what growth looks like.*" In other words, better measurement alone won't close the gap until the leadership team agrees on what growth actually means for the business at its current stage. And when it comes to the CFO relationship itself, she dropped a line that every marketer should probably put on a sticky note on their desk: ![CFOs and marketing relationship - quote - CFOs don't hate marketing, they hate uncertainty.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/08/Melanie-Hunter---quote-1-for-blog-post.png) It’s a great reminder that a lot of the tension in the boardroom isn't personal. It’s just two different functions operating with wildly different tolerances for ambiguity. ## **Which approach fits your situation?** These four approaches aren't mutually exclusive. Most CMOs end up combining more than one, depending on what's being measured and who's in the room. Here’s a quick cheat sheet on when to use which: - **Testing a new channel or a sustained investment?** Go with an incrementality test. A solid holdout group will give you the cleanest, most undeniable causal read. - **Need something faster using data you already have?** Lean on the behavioral bridge. Find that middleman behavior connecting your brand metrics to revenue, and build your case around it. - **Managing spend across tons of tactics (even the offline ones)?** Build a bottoms-up unit economics view. This ensures every single tactic reports back in the cost, conversion, and payback terms finance already inherently trusts. - **Struggling to get airtime for numbers you already have?** Borrow Melanie's equal-sign rule. Take a step back and restructure the report itself entirely around financial consequences and investment horizons. If there's one common thread through all of this, it’s that the bridge to finance is *never* just the brand metric itself. It's always whatever sits between that brand metric and the P&L line, whether that’s a controlled comparison, a proxy customer behavior, a chain of unit economics, or simply a brilliantly reframed report. Ultimately, building that translation layer is on us as marketers. And it’s a job we need to finish *before* we walk into the CFO conversation, not while we're sitting in it. ***Have a different way you bridge brand data to financial impact? Drop it in our*** [***CMO Alliance Slack***](https://www.cmoalliance.com/join-the-community/) ***and keep the conversation going.*** ## **FAQs** ### **How do you connect marketing to P&L?** You connect marketing to P&L by tying every metric to a lever finance already tracks. You can do this with incremental revenue via a holdout test or marketing mix model, margin contribution, CAC relative to lifetime value, or payback period. Report against at least two together so no single number has to carry the whole argument. ### **How often should CMOs review metrics?** CMOs should review performance metrics like spend and conversion rate weekly, since they move fast, but check brand metrics like awareness and share of search only monthly or quarterly, since more frequent tracking just adds noise. Save the full commercial narrative for the board for whatever cadence the CFO already reports on, usually quarterly. ### **Which brand metrics predict revenue growth?** Share of search (the share of category search volume going to your brand) has the strongest evidence behind it for predicting revenue growth. Research from Les Binet shows it can predict market share shifts up to a year out. Mental availability, how easily your brand comes to mind in a buying moment, is a second well-evidenced predictor. ### **Do finance and marketing work together?** Finance and marketing work together less than either function would like, but that's improving as more companies embed a dedicated marketing finance business partner inside the marketing team. Where the relationship works well, it's usually built on a regular CMO-CFO working session that never reaches the boardroom, not a single annual budget meeting. ### **Which marketing metrics does Finance care about the most?** Finance cares most about customer acquisition cost, the LTV-to-CAC ratio, payback period, and marketing-sourced or -influenced pipeline. All four can be reconciled against the general ledger, which is what makes them trustworthy by default. ### **Which marketing metrics does Finance care about the least?** Finance cares least about metrics with no established link to cost or revenue: impressions, reach, social engagement, and brand awareness reported without a financial model attached. ### **How do you account for the time lag between marketing spend and realized revenue?** You account for that lag by modeling "adstock," or carryover effect, in a marketing mix model. This captures how impact decays over weeks or months instead of landing all at once. ### **How do you justify brand marketing on a P&L when it doesn't drive immediate sales?** You justify it the way finance already frames R&D or capital investment: as an asset that compounds, not a cost that should convert immediately. Strong brand equity lowers future customer acquisition cost and increases price elasticity, so the return shows up later as margin rather than an immediate revenue spike. ### **Which marketing attribution model does Finance trust the most?** Finance trusts incrementality testing and marketing mix modeling most, and multi-touch attribution least, since MTA is a black box vulnerable to platforms over-crediting their own channels. MMM in particular has seen a resurgence since privacy changes broke a lot of cookie-based tracking. That recommendation also reflects current practice. Our research shows that first-touch (36.1%) and last-touch (31.2%) were still the most widely used attribution models, and 61% of marketers said data integration was their biggest attribution challenge. ### Nostalgia marketing: Using the past to create emotional connections URL: https://www.cmoalliance.com/nostalgia-marketing/ Last updated: 2026-08-25T09:27:32.000Z Nostalgia, somewhat ironically, is very much “in” right now. Why’s that? In a world filled with uncertainty and stress (think global pandemics, rising interest rates, and relentlessly grim news cycles), people are increasingly searching for ways to escape. The beauty of nostalgia? You don’t have to go anywhere at all. Interestingly, Gen Z, born between 1997 and 2006, has developed an unexpected affinity for an era many of them never experienced firsthand. In fact, a study reveals that [37% of Gen Z feels nostalgic for the 1990s](https://blog.gwi.com/trends/nostalgia-trend/) – a decade when the oldest among them were barely toddlers, and many weren’t even born yet. So, what’s behind this fascination with the '90s? For Gen Z, it’s less about reliving personal memories and more about the appeal of the era’s perceived atmosphere. They're drawn to a time they imagine as more carefree, playful, and focused on fun. In a world marked by ongoing stress and global upheaval, this idealized version of the '90s offers an enticing escape to a seemingly simpler, happier time. Businesses have been quick to catch on, capitalizing on this trend with what’s known as "nostalgia marketing." Even if you’re not familiar with the term, you’ve certainly seen it in action. In this article, I’ll explore this fascinating phenomenon that’s making waves in the marketing world, covering: - What nostalgia marketing is - Why nostalgia marketing works so well - Types of nostalgia in marketing - Examples of nostalgia marketing in action - Risks of nostalgia marketing - The rise of "Nowstalgia" - Tips for using nostalgia marketing effectively ## What is nostalgia marketing? Nostalgia marketing is when brands lean on our fondness for the past (retro packaging, old mascots making a comeback, throwback campaigns) to build an emotional connection and, ultimately, get us to buy. The clever part is that it works even on people who never lived through the era being referenced. The word "nostalgia" actually comes from the Greek "nostos algos," which translates to "the pain of returning home." It started life in the 17th century as a medical term for soldiers' homesickness, long before it became a feeling… and eventually a marketing strategy. Think about how Nintendo keeps releasing "classic" versions of their old consoles, or how fashion cycles back around – suddenly everyone's wearing crop tops and high-waisted jeans like it's 1995 again. Or, even when cereal brands bring back their old mascots or packaging designs. We’ll talk more about specific examples later. But interestingly, it's not even always about targeting people who lived through that specific era. I’m sure you’ve seen teens recently getting hyped for vinyl records and Polaroid cameras – stuff that was way before their time – because it feels “vintage” and cool. Essentially, companies know we're suckers for that "simpler times" feeling, especially when things feel uncertain or stressful. Pretty clever, right? 💡 Unlock professional development resources without spending a dime – from Google, Amazon, and other industry giants. [Become an Insider member today](https://www.revenuemarketingalliance.com/signup/). ## Why is nostalgia marketing so effective? Who knew that something so simple as bringing up nostalgic feelings in your customers and persuading them to buy your product could be explained with science, but it’s true! Our brains are wired to make us pine for nostalgia. When we encounter something that reminds us of the past, our brains release dopamine and oxytocin – literally the "feel-good" chemicals. Studies have shown that [when we're feeling nostalgic, we tend to open our wallets wider](https://www.bbc.co.uk/news/education-28442793). People are willing to spend more money when they're in a nostalgic state of mind. There's also this psychological thing called "[rosy retrospection](https://thedecisionlab.com/biases/rosy-retrospection)" – basically, our brains have this annoying habit of remembering the past as better than it was. A more common term would be “rose-tinted glasses” – I’m sure you’ve heard of that, right? So when brands trigger those memories, they're tapping into an idealized version of history that never really existed, but feels super real to us. And here’s the thing: nostalgia is like an emotional security blanket. When the present feels overwhelming (hello, endless news cycle, and social media), looking back at "simpler times" makes us feel safe and grounded. Brands know this, and they're like, "Hey, buy this thing and escape from all that stress for a minute!" Another reason why nostalgia marketing is so effective is that it taps into the audience of adults who now have the opportunity to eat or play with something they maybe could not afford when they were younger. The real genius part? Unlike other marketing tactics that can get stale, nostalgia marketing can keep reinventing itself. As different generations grow up, there's always a new era to get nostalgic about. ## Types of nostalgia in marketing Turns out there's more than one way to feel nostalgic, and marketers should know the difference. **Personal nostalgia** is tied to someone's own memories, the exact toy they had as a kid, or a meal their grandmother used to make. It's powerful because it's rooted in something real and specific to that person. **Historical (or collective) nostalgia** taps into a shared cultural memory rather than a personal one. You don't need to have lived through an era to recognize its fashion, music, or general "vibe". This is something that's been passed down through movies and stories rather than firsthand experience. **Vicarious nostalgia** (or anemoia) is longing for a time you never actually lived through. Think teenagers getting misty-eyed over Y2K fashion they only know from reruns. It sounds like a contradiction, but the pull is genuinely real, memory or not. ## Examples of nostalgia marketing So, Nintendo isn’t the only company that has dialed into this clever technique. There are plenty of brands out there that have grasped the concept of nostalgia marketing by the horns and ran with it. Here are a few examples of nostalgia marketing, though I’m sure you can think of some yourself as you keep reading… ### Furby In 2023, Hasbro strategically relaunched their iconic Furby toy for its 25th anniversary, after shelving it in 2016 due to declining sales. This revival wasn't just about bringing back a beloved product – it was a calculated marketing strategy that leveraged the power of nostalgia. > [ View this post on Instagram ](https://www.instagram.com/p/DATWRY5OKLK/?utm%5Fsource=ig%5Fembed&utm%5Fcampaign=loading) > > [A post shared by Furby (@furby)](https://www.instagram.com/p/DATWRY5OKLK/?utm%5Fsource=ig%5Fembed&utm%5Fcampaign=loading) As Kristin McKay, Vice President at Hasbro, [noted](https://investor.hasbro.com/news-releases/news-release-details/furby-back-hasbro-announces-toys-iconic-return-fresh-new-look), "Over the past few years, we've done a lot of research to understand what kids would want to see in a new Furby." The timing was perfect: the original Furby audience had grown up to become parents, creating a unique dual market. Parents who cherished their childhood Furbies are now eager to share that experience with their children, effectively bridging generations through play. This nostalgic connection is marketing gold – it requires less promotional effort due to existing [brand awareness](https://www.cmoalliance.com/brand-awareness/) and triggers powerful emotional responses that drive purchasing decisions. By updating the toy with modern features while maintaining its classic charm, Hasbro successfully appealed to both new and old audiences. This strategic revival demonstrates how nostalgia marketing can create meaningful connections across generations while driving business growth. The reboot of an old product with new features gives both parents and children something to bond over, turning shared memories into shared experiences. ### Bratz Bratz dolls launched in 2001 and quickly became a phenomenon, [challenging Barbie's dominance with over $2 billion in sales in their first five years](https://www.wmagazine.com/culture/bratz-dolls-anniversary-deep-dive-history). Despite declining popularity in the 2010s, the brand has engineered a remarkable comeback through clever nostalgia marketing. The key to their success lies in bridging two worlds: [Y2K nostalgia](https://bricksmagazine.co.uk/2021/01/13/inventing-y2k-why-gen-z-love-the-2000s-so-much/) and contemporary culture. By balancing throwback content with current trends, Bratz appeals simultaneously to millennial collectors and Gen Z consumers. The brand maintains cultural relevance through swift responses to trending moments, from music releases to celebrity appearances, generating organic virality and reducing marketing costs. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2024/10/Bratz-and-Mean-Girls.jpg) ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2024/10/Bratz-and-Sabrina-Carpenter-and-Chapelle-Roan.jpg) ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2024/10/Bratz-and-Sabrina-Carpenter-and-Jenna-Ortega.jpg) ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2024/10/Bratz--Lady-Gaga--and-Bruno-Mars.jpg) Courtesy of [Bratz Instagram ](https://www.instagram.com/bratz/) What makes this strategy particularly effective is that Bratz hasn't simply relied on nostalgia – they've evolved while maintaining their core identity. Their social media expertly blends nostalgic content with modern references, creating an [emotional connection](https://www.cmoalliance.com/how-to-build-emotional-connections-through-b2b-brand-storytelling/) that resonates across generations. This approach demonstrates that successful nostalgia marketing isn't about living in the past, but about making a brand's heritage relevant to today's consumers. ### Barbie Following the massive success of the Barbie movie in 2023, a new trend is emerging: the return of flip phones, this time with a pink, Barbie-inspired twist. This revival isn't just about bringing back old technology – it's a calculated move that taps into our deep connection with nostalgia. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXc31WNTxrDe55HSQ_8-YaeDdSg2NtqfO0GCeakX-s6clZ536SEdObBKLvfWFlodGkbPOLYAjF1TjhX9lqlnQLlq7IMO37PqnB0mXcVz2g5JIKhtQbOiXF9iLLRJ4XFPwuEFpPi-5GVXXbHC6EIH6UENon_d?key=Y5AhVKF2w8aTUf96ixD_XQ) [HMD Barbie™️ Phone](https://www.hmd.com/en%5Fgb/hmd-barbie-phon) Why is this marketing strategy so effective? First, it combines the comfort of nostalgia with modern functionality, appealing to both those who remember the original flip phones and younger consumers interested in unique, retro aesthetics. Second, in uncertain times, familiar products provide a sense of comfort and stability. Finally, these revivals create organic conversations and social media buzz, as people share their memories and experiences. This trend suggests that successful tech marketing isn't always about pushing the boundaries of innovation – sometimes, it's about reimagining the past for the present. As we navigate an increasingly digital world, there's a growing appreciation for products that help us connect with our memories while staying current. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXcwfk9Fvu3JXafdB2ldNBJBPTpWUDQerZCpxzigUArJbb8TBVuS-c_nYSf9yNFV9kA_kbsGp9bPNX1BLS0gYUFC8zi7QQtWcUg0L9gOmlfE9MAHKzc7o85rj8rFD8HZUw0bCs5tsKwxuBxfxBhPbGdOnig?key=Y5AhVKF2w8aTUf96ixD_XQ) [HMD Barbie™️ Phone](https://www.hmd.com/en%5Fgb/hmd-barbie-phon) ### Galaxy chocolate Back in 2023, Galaxy Chocolate launched an advertisement in the UK featuring Audrey Hepburn, with a twist. The Audrey Hepburn Galaxy chocolate advertisement masterfully leveraged nostalgia marketing by resurrecting an iconic symbol of Hollywood's Golden Age through groundbreaking CGI technology. Set in 1950s Italy and featuring her timeless version of the song "Moon River" from *Breakfast at Tiffany’s* (1961), the ad tapped into both genuine nostalgic feelings for older generations and a romanticized view of the past for younger viewers. Hepburn's timeless elegance and grace perfectly aligned with Galaxy's premium brand positioning, effectively elevating the chocolate into a sophisticated, indulgent treat. What made this campaign particularly effective was its thoughtful integration of nostalgia beyond mere gimmickry. By creating a cross-generational appeal, the advertisement bridged different age groups – older viewers appreciated seeing their beloved icon again, while younger audiences were introduced to Hepburn's charm in a contemporary context. The ad offered a brief escape to an idealized past, aligning with the pleasure of chocolate consumption, while its innovative use of technology created something both comfortingly familiar and excitingly novel, ensuring the campaign resonated across multiple demographics. ## Risks and pitfalls of nostalgia marketing Nostalgia is a powerful tool, but it's not a risk-free one. Before you lean into that throwback campaign, it's worth sitting with a few ways it can backfire. ### You might end up romanticizing a past that wasn't actually that great Nostalgia has a way of airbrushing history. When brands recreate an era without thinking about *who* that era wasn't so kind to, it can come across as a bit tone-deaf. A vintage aesthetic might feel harmless to you, but if it glosses over real hardship or inequality from that time, audiences will notice, and it can undo all the warm-fuzzy goodwill you were going for. So, keep this in mind when it comes to your next nostalgia marketing campaign. ### People can smell inauthenticity from a mile away Slapping a retro logo on your packaging or dusting off an old jingle only works if there's something real behind it. If your brand doesn't actually have that history, or the callback feels like it's there purely to cash in on a trend, don't expect a warm reception. That backlash can end up costing you more goodwill than the nostalgia ever earned you. ### And then there's the risk of just... getting stuck It's easy to keep going back to the well once a nostalgic campaign does well, but if "look how things used to be" becomes your whole personality as a brand, you start to look like you're stuck in the past rather than moving toward the future. The brands that pull nostalgia off best treat it as a seasoning, not the whole meal. ## **The rise of "Nowstalgia"** Nostalgia used to run on a pretty reliable clock (about 20 to 30 years, give or take). That's roughly how long it takes for a generation to grow up, get some spending power, and start craving the stuff from their childhood. It's why the '90s are having such a moment right now, decades later. But that clock has sped up dramatically, and there's actually a name for it. BBC's Worklife team coined the term "nowstalgia" to describe people getting nostalgic for things that happened just weeks or months ago, not decades. Two things are driving this. Social media (TikTok especially), has a way of blurring every era together into one endless scroll, which messes with our sense of how much time has actually passed. The pandemic also gave everyone a crash course in missing things almost the moment they were gone. For brands, that opens up a whole new lane: you don't have to wait 30 years to cash in on nostalgia anymore. Sometimes reviving something from last year is just as compelling. ## Tips for effective nostalgia marketing Now we’ve explored some real-life examples of nostalgia marketing and what made them so effective, let’s look at some of the key takeaways and tips you can learn and apply to your own nostalgia marketing strategy. ### Know your target audience's "golden era" Different generations get nostalgic for different things, so it's worth matching your campaign to the right era: ![Nostalgic marketing across generations](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/08/Screenshot-2026-08-12-at-13.14.28.png) It's essential that your marketing taps into the specific "golden era" of your audience to create authentic and meaningful connections. ### Authenticity is key Nostalgia should never feel forced, especially if it doesn’t align with your brand’s identity. To resonate with your audience, any nostalgic references must be historically accurate and seamlessly integrated into your [messaging](https://www.cmoalliance.com/how-to-nail-your-product-messaging/). Instead of merely evoking the past for its own sake, ensure that these nostalgic elements are tied to your current offerings in a meaningful way. Authenticity in both content and delivery will foster a genuine emotional connection with your audience. ### Utilize multiple sensory triggers To create a rich, immersive nostalgic experience, engage multiple senses. Visually, you can incorporate retro packaging or vintage aesthetics to evoke memories. Auditory triggers, such as classic jingles or music from a specific era, can be powerful in reinforcing the sense of nostalgia. Additionally, tactile elements, like recreating physical experiences from the past, can further enhance the emotional impact of your campaign. Engaging various senses deepens the nostalgic connection and makes the experience more memorable. ### Blend old with new While nostalgia is rooted in the past, it’s important to modernize these elements to keep them relevant for today’s audience. A great way to do this is by creating "then vs. now" narratives that compare past experiences with present-day innovations. Delivering nostalgic content through contemporary platforms, such as social media, helps bridge the gap between old and new, ensuring your message resonates with modern consumers while still tapping into their sentimental memories. ### Have a clear purpose beyond just nostalgia While nostalgia can be a powerful marketing tool, it should never be the sole focus of your campaign. There needs to be a clear, purposeful message that goes beyond simply evoking memories of the past. Nostalgia should serve as a vehicle to enhance your brand’s value and offerings, creating a meaningful connection that drives engagement, rather than being used as a superficial marketing gimmick. ### What marketing leaders need to unlearn in the age of AI URL: https://www.cmoalliance.com/what-marketing-leaders-need-to-unlearn-in-the-age-of-ai/ Last updated: 2026-08-21T05:41:24.000Z AI can write your copy, build your funnels, and predict your customer's next move. But it can't do the parts of your job that actually matter. _This post is for paying subscribers only._ ### CMO and CEO alignment: How to build a productive working relationship URL: https://www.cmoalliance.com/cmo-and-ceo-alignment-how-to-build-a-productive-working-relationship/ Last updated: 2026-08-10T15:04:02.000Z CMOs are usually the largest budget holder in the company, responsible for the customer relationship and driving sales. Yet[ Deloitte found](https://www.deloitte.com/us/en/programs/chief-marketing-officer/articles/roles-of-the-cmo.html) that only **20%** feel prepared to drive gross margin, even though **95%** said revenue growth is the organization's top goal. [![20% pf CMOs feel prepared to drive gross margin](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/07/CMOs-gross-margin.png)](https://www.cmoalliance.com/cmo-and-ceo-alignment-how-to-build-a-productive-working-relationship) The gap is an infrastructure problem. Marketing leaders have significant budget to deploy but lack the measurement systems to connect that spending to the profit outcomes their CEOs care about most. This paradox is at the heart of CMO-CEO misalignment. Marketing leaders have a large [budget](https://www.cmoalliance.com/lessons-from-my-journey-as-a-cmo/) to spend, but don’t feel empowered to spend that budget in such a way that it aligns with profit goals at the company. The core obstacle is visibility. CMOs nominally own the [customer experience](https://www.cmoalliance.com/the-significance-of-customer-experience-in-modern-marketing-a-guide-for-cmos/), but that experience is fragmented across CTV, social, search, the web, and hundreds of other touchpoints. Without a unified view of how a strategy performs across all of them, proving cause and effect is nearly impossible. Until CMOs get past this hurdle, they will be unable to clearly communicate their value to CEOs. ## Identify the measurement gap The first step is to align on the way marketing will be measured.[ McKinsey finds](https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-cmos-comeback-aligning-the-c-suite-to-drive-customer-centric-growth) that CEOs and CMOs do not agree on the right way to measure marketing’s effectiveness. CMOs have many “soft” goals such as driving [brand awareness](https://www.cmoalliance.com/the-cmos-guide-to-brand-awareness/) or customer loyalty that may contribute to “hard” goals like revenue. Too often, CMOs are not in a position to prove how their efforts to increase awareness or loyalty translate to revenue. The issue isn't that CMOs prefer soft metrics; it's that connecting action to outcome has been technically out of reach. CMOs have had to rely on proxies like repeat website visits as indicators of loyalty, rather than measuring actual changes in lifetime customer value. Disconnected systems and fragmented data have made it nearly impossible to draw a clean line from upper-funnel advertising to revenue. However, it is the CMO’s responsibility to present these challenges clearly to their CEO, and provide an understanding of the challenges and limitations of their current situation. Additionally, CMOs can educate CEOs on how actions such as branding contribute to long-term revenue outcomes with research and third-party validation. [!["The goal is not to bring the CEO around to using imperfect metrics, but to inspire the CEO to collaborate on improving the situation." Erin McCallion, CMO, Perion](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/07/Erin-----collaborating-with-the-CEO.png)](https://www.cmoalliance.com/cmo-and-ceo-alignment-how-to-build-a-productive-working-relationship) The goal is not to bring the CEO around to using imperfect metrics, but to inspire the CEO to collaborate on improving the situation – connecting systems, investing in new approaches, finding new measurement strategies, etc. This shows the CEO that the CMO is invested in the company’s core goals and wants to prove it. For example, as the CMO at Perion, one of my core KPIs is marketing-sourced pipeline value. By tracking how our brand awareness and [thought leadership campaigns](https://www.cmoalliance.com/10-steps-to-implement-your-very-own-thought-leadership-strategy/) convert into high-value enterprise opportunities, I can tie our marketing spend directly to the company’s larger forward-looking revenue goals. ## The role of AI in aligning the CMO and CEO There is good news for CMOs and their [C-suite](https://www.cmoalliance.com/leadership-skills-you-should-develop-to-enter-the-c-suite/) peers. AI is emerging as a powerful measurement technology that can help connect insights across silos. Marketers can use AI to plan, execute, and measure complex multichannel campaigns more easily and more effectively – and measure the direct effect on revenue. For example, rather than waiting months for a single media mix model to confirm what worked, an AI-powered system can surface cross-channel performance signals continuously, allowing CMOs to adjust mid-campaign rather than mid-quarter. [![Media mix modeling vs. AI attribution. Traditional MMM: Months to deliver, thousands of dollars. AI attribution: Continuous insight, a fraction of the cost.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/07/Media-mix-modeling-vs.-AI-attribution.png)](https://www.cmoalliance.com/cmo-and-ceo-alignment-how-to-build-a-productive-working-relationship) For our own marketing, I use AI to measure [multi-touch attribution](https://www.cmoalliance.com/how-to-set-revenue-focused-marketing-kpis-using-multi-touch-attribution/) across our fragmented B2B journey so that we can see exactly how early-stage brand awareness impacts downstream contract renewals. Our B2C advertising customers also benefit from AI. I've seen this exact friction play out at a scaling retail brand. The CEO wanted to cut "unprovable" CTV spend to protect margins, while the CMO defended it for brand equity. By deploying an AI attribution tool to unify their fragmented search and video data, the CMO proved that customers exposed to CTV ads actually yielded a **22%** higher average order value. Armed with hard profit metrics instead of soft views, the CMO didn't just save her budget; she and the CEO collaboratively reallocated it to the highest-margin channels. ### Simplifying the data behind the insights AI is capable of understanding imperfect data sets and interpreting signals in different systems into one cohesive insight. This means less heavy lifting from the IT team, who in the past would be responsible for standing up costly projects such as implementing a CDP or integrating systems one by one. ### Optimizing campaigns for revenue from the start With AI, CMOs can also implement marketing campaigns that have the right metrics built in. By sharing revenue-based goals, AI agents can optimize directly towards the right outcomes, without any proxy metrics to get in the way. We’re starting to do this by feeding historical revenue data into our campaign models, training the AI to dynamically shift budget toward the specific content tracks and platforms that have historically driven the highest closed-won revenue. ### Faster, cheaper insights AI has the additional benefit of being agile and relatively affordable. Traditional multichannel revenue measurement is expensive and complicated. A single media mix model can cost tens of thousands of dollars and take months to deliver results. With AI, rather than performing a single media mix modeling exercise each year, CMOs can get these insights back quickly, and much more affordably. This means CMOs can optimize more quickly and more confidently. 💡 With these capabilities, CMOs gain the visibility and control they need to increase their confidence. Not only can they prove to the CEO that they are driving revenue – they can prove it to themselves. ## Gaining confidence as a CMO With the ability to measure the right metrics, CMOs become empowered in new ways. They can increase their budgets, more effectively align with other teams such as merchandising or sales, and they get to know their customers even better. Marketing today is complex, but that complexity doesn't have to drive a wedge between the CMO and CEO. When both executives share the same measurement framework, powered by AI that connects signals across the full customer journey, they stop debating whether marketing works and start collaborating on how to make it work harder. ### B2B campaign tracker template URL: https://www.cmoalliance.com/b2b-campaign-tracker-template-framework/ Last updated: 2026-08-10T12:03:55.000Z Running [B2B](https://www.cmoalliance.com/not-playbooks-but-people-a-better-way-to-do-b2b/) campaigns across multiple channels? It's easy for the details to get scattered across spreadsheets, decks, and inboxes until no one can say for sure what's actually working. This template pulls it all into one place, so you can track campaigns as they run and see the numbers that matter. ## What is a B2B campaign tracker template? A B2B campaign tracker template is a ready-built spreadsheet for planning and monitoring [marketing campaigns](https://www.cmoalliance.com/how-i-turned-my-bucket-list-into-breakthrough-marketing-campaigns-and-fueled-9-figure-growth/) aimed at business buyers. It's organized around the metrics that reflect a B2B sales cycle: leads generated, MQLs, SQLs, conversions, and pipeline value. Every campaign lives in one of three sections (Live, Upcoming, or Complete), so you can see at a glance what's running, what's coming up, and what's already wrapped. A dashboard at the top rolls everything up automatically, giving you total [leads](https://www.cmoalliance.com/effective-data-driven-lead-generation-strategies/), total conversions, total pipeline generated, and cost per lead, MQL, and conversion, all without a single manual calculation. ## Who is it for? This template is built for anyone responsible for planning, running, or reporting on B2B campaigns, including growth marketers, product marketers, and CMOs. If you're the one building the campaign calendar, it gives you a single source of truth for what's live and what's coming next. If you're reporting upward, it gives you the [pipeline](https://www.cmoalliance.com/revenue-and-pipeline-ownership-sales-vs-marketing/) and cost metrics leadership actually wants to see, already calculated. Whether your campaigns are sales-led, product-led, or a mix of both, tracking conversions alongside MQLs and SQLs means you're not forcing every campaign into the same funnel shape. ## How to use the template Getting started is straightforward: 1. **Make a copy of the template** so you're working with your own version. 2. **Add your campaigns** under Live, Upcoming, or Complete, with details like campaign type, channel, target segment, and funnel stage. 3. **Fill in the numbers as they come in**, such as budget, spend, leads, MQLs, SQLs, and conversions. The white cells are yours to fill in; everything shaded grey calculates automatically. 4. **Watch the dashboard update** as you go. Rates, costs, and pipeline totals recalculate the moment you add new numbers, so you always have an up-to-date view without lifting a finger. Not every campaign will use every metric, and that's fine. A sales-led campaign might never log a "conversion" in the tracker's sense, while a product-led one might skip MQLs and SQLs altogether. Fill in what's relevant to how that campaign actually converts, and leave the rest blank. Think of this as a starting point rather than a fixed structure. Add columns, rename fields, or tweak the funnel stages to match how your team actually talks about campaigns. If you track a metric we haven't included, or don't need one we have, make it yours. ## Download your B2B campaign tracker ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/08/data-src-image-5e6a1e79-66de-4fe7-b5ed-c89d4923d639.png) [B2B campaign tracker templateB2B campaign tracker template.xlsx74 KBdownload-circle](https://www.cmoalliance.com/content/files/2026/08/B2B-campaign-tracker-template.xlsx "Download") [B2B campaign tracker template![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/spreadsheets-2026-v2-cc5182e6-fcd0-4e32-aa50-7a8d17e0eab4.ico)Google Docs![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AHkbwyJvH8omgxt7KqeR0vHdBPv5PL5y227IKpqULsCKSYqjHaVgmC0u-KSv_wKzt6j7fKyP8PY-7ghJWBzUYhkA20prGn50eDQmY4qKy-QJUKWtOYoz5HA3-w1200-h630-p-3009a85e-8f41-442e-ab96-fbe0d6681182)](https://docs.google.com/spreadsheets/d/1rawTMIGonSFlothM8g%5F5JrVlJHWvJS6rlKEAWWoplDQ/edit?usp=sharing) _This post is for paying subscribers only._ ### Community-led growth: Powering B2B revenue, retention, and scale URL: https://www.cmoalliance.com/community-led-growth-powering-b2b-revenue-retention-and-scale/ Last updated: 2026-08-07T15:00:28.000Z Let's be honest about where we are right now. Ad costs are climbing. The old playbooks aren't [converting](https://www.cmoalliance.com/user-intent-the-true-secret-to-amazing-conversion-rates/) the way they used to. Sales cycles are stretching well beyond that comfortable six-month window. If you're a growth leader staring at those numbers, it's uncomfortable, to say the least. I've spent the last 14 years partnering with organizations across [healthcare](https://www.cmoalliance.com/leading-through-complexity-a-guide-to-b2b2c-healthcare-marketing/), tech, and the nonprofit sector to build sustainable growth engines, and one truth has become impossible to ignore: [community-led growth](https://www.communityledgrowth.com/what-is-community-led-growth/) isn't a side project. It's one of the most defensible revenue levers we have left, especially as AI continues to reshape every channel we rely on. So, let's talk about what it takes to [build a community](https://www.communityledgrowth.com/how-to-build-thriving-communities/) that proves ROI, moves the metrics your board cares about, and compounds over time. ## The symptoms of a broken community strategy Here's a quick gut-check. Does any of this sound familiar? - You have a community, maybe a Slack group or a LinkedIn forum, but engagement is low. - Leadership is asking about the ROI of your community-building efforts, but you don't have a clear number to give them. - You have a few superfans, but no real way to activate them as advocates. - [Paid acquisition costs](https://www.cmoalliance.com/a-beginners-guide-to-customer-acquisition/) are going up while returns are flattening. If you nodded along to any of those, that's not a failure on your part. It's a failure of architecture, one nobody's gotten around to fixing. So let's fix it. ## Your playbook was built for a different market Google keyword ad costs are up **164%** [since 2019](https://www.data-mania.com/blog/b2b-saas-benchmarks-2026-annual-report/). In the same period, LinkedIn’s cost per click has risen **89%**. These aren't blips or anomalies; they're structural shifts. The channels we've relied on for years are simply not delivering the returns they once did. And while we're spending more to acquire customers, we're keeping fewer of them. **75%** of SaaS companies [saw retention rates decline](https://www.bain.com/insights/why-software-companies-customer-success-is-failing-tech-report-2024/) in 2024\. That's a huge number, and it matters enormously when you understand what net revenue retention (NRR) means for your business. [![Slide titled "The playbook you're running was written for a different market," showing three statistics: Google B2B ad cost up 164% since 2019, LinkedIn ad cost per click up 89% since 2019, and 75% of SaaS companies seeing retention rates decline in 2024.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/07/data-src-image-5447927a-5ef3-4cca-9569-c8968f1049f8.png)](https://www.cmoalliance.com/community-led-growth-powering-b2b-revenue-retention-and-scale) NRR is the percentage of revenue you retain and grow from your existing customer base. Above 100% is the goal, because it means your expansion revenue outpaces whatever you lose to churn. The [top B2B SaaS performers](https://wp.mainfoundry.com/saas-metrics-benchmarks-2026/) are hitting around **120%** NRR. The [median](https://ibinterviewquestions.com/guides/tmt-investment-banking/net-revenue-retention-nrr) sits at **106%**, and companies with NRR above 100% [grow about twice as fast](https://www.subjolt.com/guides/saas-churn-rate/) as their lower-NRR peers. Unfortunately, while NRR now defines valuation, fundraising ability, and board confidence, most growth teams are still running an acquisition-first playbook. Community-led growth is the most direct lever I've seen for moving NRR, and most teams aren't building it. ## What your buyers are doing before you even know they exist Think about the [buyer journey](https://www.cmoalliance.com/why-b2b-marketers-influence-the-customer-journey/) for a moment. Before a prospect ever engages with your sales team, they're already deep into research. They're reading community forums. They're checking G2\. They're scrolling LinkedIn threads. They're looking for peer validation from people who've actually used your product. Buyers are **57%** to **70%** of the way through their [vendor research](https://www.wbresearch.com/relationship-between-b2b-buying-content-sales-changed-insights) before your sales team even picks up the phone. By the time they reach you, they've already formed an opinion. This matters for more than just acquisition. Every prospect who enters your pipeline already convinced by genuine peer validation converts faster, onboards with clearer expectations, and stays longer. Shorter time to value leads to faster [expansion](https://www.cmoalliance.com/6-steps-to-a-successful-market-expansion/). Faster expansion means better NRR. The deal velocity data is striking. [Common Room's analysis](https://cdn.sanity.io/files/vt347z5x/production/16cc1fe181f582a2e1de1b18cdbb5afbef41d4b6.pdf) of community-led deals found that **72%** close within 90 days, versus just **42%** for marketing-led deals, a gap that shows just how much friction community trust removes from the formal buying process. The question isn't whether community shapes your buyer journey. It's whether you're present in that journey or not. For expert insights like this straight to your inbox twice a month, sign up for Pro+ membership. You'll also get access to a range of certifications, a complimentary Summit ticket, 50+ tried-and-true templates, members-only workshops, and **much* more. So, what are you waiting for? [Fast-track your marketing career ](https://www.cmoalliance.com/pro-plus-membership/?utm%5Fsource=ghost&utm%5Fmedium=resources&utm%5Fcampaign=content) ## What community-led growth actually is Before we go any further, let's define what we mean by community-led growth. I hear different definitions in different organizations, but here’s what it all boils down to. Community-led growth isn't a Slack workspace. It's not a customer newsletter or a LinkedIn group that posts twice a month. Those are tactics. Community-led growth is a go-to-market architecture, one where your community is deliberately wired into your acquisition pipeline, your [retention strategy](https://www.cmoalliance.com/9-retention-marketing-strategies/), and your expansion playbook. [!["Community-Led Growth is not a Slack channel," defining community-led growth as a deliberate go-to-market strategy where a user community becomes a primary driver of acquisition, retention, and expansion. Notes it's not a side project or culture initiative, but a revenue flywheel with measurable, scalable business outcomes.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/07/data-src-image-0fe2f7c4-d4de-4da9-97ae-c8a0aff0132d.png)](https://www.cmoalliance.com/community-led-growth-powering-b2b-revenue-retention-and-scale) Think of it as your NRR engine. Most companies try to improve NRR through customer success programs that activate after the sale. Community-led growth is different because it bakes in retention and expansion intent from the very first interaction. By the time your CS team engages at renewal, community members are already invested. They have peer relationships, shared context, and a reason to expand. Take HubSpot, Salesforce Trailblazer, GitHub, and Figma. The organizations don’t treat their communities as a side project – they know that they’re competitive moats that drive NRR at scale. ## Three examples of community-led growth in action Let me walk you through three very different product contexts where community-led growth has worked, so you can see beyond the obvious use cases. ### Example 1: Modern Health Modern Health is a mental health platform, where I led [content marketing](https://www.cmoalliance.com/how-content-drives-your-growth-marketing-strategy/). During COVID, we faced a real tension: the platform was scaling fast, but therapist availability nationwide was critically limited, and the product team had to design around that constraint. The solution was called Circles: provider-led sessions with small groups of members experiencing the same challenges: things like burnout, racial trauma, and parenting stress. It wasn't one-to-one therapy; it was community-based care. The behavioral insight was simple: most people won't ask for individual help, but they will attend a group – and they did. In the first week, **88%** of sessions were completely full. **53%** of attendees booked multiple sessions afterward. What was particularly interesting was that **50%** of those registrants had never engaged with Modern Health before. By year two, **36,000** members across 21 countries had attended a Circle. [Fast Company](https://www.modernhealth.com/press-media-news/modern-healths-circles-honored-with-fast-companys-2021-world-changing-ideas-award) named Circles one of the most world-changing ideas of 2021. _This post is for paying subscribers only._ ### What stops CMOs from achieving their marketing goals? URL: https://www.cmoalliance.com/what-stops-cmos-from-achieving-their-marketing-goals/ Last updated: 2026-08-06T15:50:24.000Z If you've ever felt like you're the only CMO struggling to keep up, you're not. Not even close. For our [Future of Marketing Report 2025](https://www.cmoalliance.com/future-of-marketing-2025-report/?%5Fgl=1%2A1hnr69h%2A%5Fup%2AMQ..%2A%5Fga%2AMTM4NDAxNDQxOC4xNzg2MDEyMDc2%2A%5Fga%5FFPDG6YCT5K%2AczE3ODYwMTIwNzYkbzEkZzAkdDE3ODYwMTIwNzYkajYwJGwwJGgw), we asked marketers what's standing between them and their goals. The top answer wasn't a lack of ideas or ambition, as you might expect. It was staffing limitations, with 41.5% saying their teams simply don't have enough people to do what's being asked of them. Following close behind, at 40.2%, was the challenge of measuring ROI and proving business impact. Neither is a rare exception. Both are the norm, and they're not the only pressures CMOs are facing right now. ## **The full picture: what's really holding CMOs back** ![CMO challenges](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/08/data-src-image-a44b941c-d226-4b3c-86e1-3a56361b507c.png) Beyond those two, changing consumer habits and shifting [industry trends](https://www.cmoalliance.com/5-content-marketing-trends-in-2025/) tied at 34.1%, limited budget came in at 30.5%, and technology integration issues sat at 29.3%. The results tell us that marketers are stretched thin, still guessing at what's working, and stuck trying to plan for a market that won't stay put. Other obstacles worth mentioning included: - Product capabilities and market demand - Buy-in from financial and sales leaders - Sales training - Complex buying cycles - Constantly changing priorities Let's return to the core difficulties. The following section examines the most significant challenges marketing leaders are facing today. ### **1\. Staffing limitations (doing more with fewer hands)** It's no surprise staffing limitations topped the list. Marketing teams have absorbed years of overwork and [burnout](https://www.cmoalliance.com/what-is-burnout-and-how-you-can-prevent-it/). On top of that, finding the right talent for the job can be difficult, too, resulting in marketing teams being asked to do more with fewer people than the job actually requires. Even if your company’s headcount is in a good place, you could still face layers of approval that can get in the way of your work. Gaby Carmichael, Director of Marketing at MSIG USA, stated that this was one of her top challenges, stating: > *"Agility! We have to move quickly, and levels upon levels of approval do not let your experts do what they do best. To perform on social media, you have to bite quickly, and not let trends expire."* Having enough people is only half the problem. What actually matters is whether the people you've got are free to do their jobs. The fix isn't always more headcount. Making the resourcing case to leadership with real data, and cutting unnecessary layers of sign-off, tends to get existing teams a lot further than waiting on a hiring freeze to lift. ### **2\. Difficulty measuring ROI (proving the work paid off)** The second most common challenge CMOs reported facing was proving any of their hard work actually worked. 40.2% said that difficulty measuring ROI was their biggest struggle… and not for lack of trying. Chloe Addis, Head of Marketing at Headley Media, points out this isn't even a new struggle. > *"The challenges in marketing will be twofold: the first are challenges we've always faced - buy-in, alignment, budget, and proving ROI and results."* Clearly, ROI was a challenge that never really went away, even before AI and [privacy regulations](https://www.cmoalliance.com/ai-and-the-art-of-b2b-marketing-privacy-governance-and-opportunity/) made it harder. And it *has* gotten harder. [Attribution](https://www.cmoalliance.com/marketing-attribution-models-explained/) is stretched thinner as privacy regulations tighten and customer journeys fragment. 73.4% of marketers told us data privacy rules, like cookieless advertising and GDPR, are having a significant impact on their strategy, a shift that lines up closely with the ROI struggle. Paul Gray, Partner Marketing at Webflow, points to a newer issue on top of that: AI is changing who, or *what*, is actually doing the research. > *"One of our biggest challenges now is adapting to changing user behavior driven by AI agents. Traditional funnel metrics don't apply when a product researcher is an LLM or autonomous assistant.* > *"We must rethink attribution, engagement, and how we create value at every digital touchpoint."* Put simply, buyer journeys have outgrown traditional tracking, and that's exactly why proving [ROI](https://www.cmoalliance.com/why-measuring-marketing-roi-is-still-so-hard-and-what-actually-works/) feels harder than it used to. [What is revenue marketing? Your complete guideRevenue marketing is an important strategy for driving growth. This guide will provide an overview of its benefits and how to grow your business.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--bf5a8892-5d3d-4c22-b664-4c4a8d0df633.png)CMO AllianceHannah Wesson![](https://pma-assets-external.ams3.digitaloceanspaces.com/CMOA/imported-08-26-2025/content/images/size/w1200/2024/08/RMA_Website_Article_Images_Doodles.png)](https://www.cmoalliance.com/your-guide-to-revenue-marketing/) ### **3\. Changing consumer habits and shifting industry trends** Consumer habits and industry trends tied for third place, both landing at 34.1%. The reasons are different, but the effect is the same. Just when you plan around something, it shifts. Take loyalty as an example. It used to be something brands could bank on. Not anymore, says Jelle Boeser, Head of Brand and Digital Marketing at Royal Canin: > *"In today's economy, premium means nothing if people don't feel the difference. You have to earn the price tag every day, or they'll trade down without blinking."* Trends are moving just as fast on the industry side, especially with AI reshaping how people find brands in the first place. Rossana Rodgers, Chief Marketing Officer at Authena AG, calls it a two-front battle: > *"The challenge is twofold: cutting through AI-generated noise and staying ahead of AI visibility algorithms. It's not enough to rank on Google anymore; you have to train the AI models to recognize your brand as the authority."* Ranking well used to be the finish line. Now it's barely the starting point. But none of this means CMOs are powerless. The way most CMOs worked in the past (setting a strategy once a year and leaving it alone) just won't cut it anymore. The ones staying ahead build in shorter feedback loops. This means you’ve got to revisit your strategy quarterly instead of annually. You can do this by keeping a steady drip of customer listening through surveys or win-loss calls, and watching where people are actually discovering your brand today, not 12 months ago. You'll never get the market to sit still. But you can get a lot better at noticing when it moves. ### **4\. Limited budget (making the most of what you've got)** While 30.5% of marketing leaders cite a [limited budget](https://www.cmoalliance.com/lessons-from-my-journey-as-a-cmo/) as a primary obstacle, a tight purse string is rarely the root problem. More often than not, it’s a symptom of something else. Petr Hlousek, CMO at ALVAO, sees this constantly when he joins a new company. > *"Founders focus on product and sales, and marketing gets added later, without direction. Fixing that, building a clear, focused strategy, is always step one."* The harsh reality? Where marketing hasn't yet proven its value, the budget tends to follow last (if it comes at all). That's not a comfortable position to [build a strategy](https://www.cmoalliance.com/how-to-build-an-experiential-marketing-strategy-examples-inside/) from, but it does point to a fix: prove what the money you already have can do before asking for more. A few tactics make that easier. - Narrow in on the accounts most likely to close now, maybe the top 10 to 15%. - Consider funding one strong asset per quarter, then squeeze everything out of it (social posts, blog articles, an email sequence, a webinar, etc.). - Can't afford to build a big audience from scratch? Find a non-competing company that already has one. You could co-host a webinar, co-author some research, or swap newsletter mentions, etc., to help reach a larger audience. ### **5\. Technology integration issues (when new tools create new problems)** Nearly 30% of marketers said that [technology integration](https://www.cmoalliance.com/naming-in-the-age-of-ai-how-technology-is-changing-the-way-we-brand/) issues were a barrier to hitting their goals. When we asked specifically about adopting new tools, that number jumped even higher. 40.6% said integration with existing systems is the single biggest hurdle, well ahead of cost or training. Jessica Ruffin, Director of Product Marketing, thinks the tools themselves are rarely the real problem. > *"The biggest challenge isn't tools, it's alignment. Building real collaboration across product, marketing, and sales takes time, but it's where the most meaningful impact happens."* A new platform can't fix a team that isn't talking to each other in the first place. AI is adding its own layer of friction on top of that. Chetan Baregar, Senior Director of Marketing at Recykal.com, has noticed it in the content coming out the other end. *"Most content now feels the same,"* he says. > *"Unless you guide it with real intent, AI ends up repeating the same trends, the same tone, the same ideas... audiences are starting to notice too, and they can tell when something's been written by a bot."* Adopting the tool was the easy part. Using it well is where things get harder. Most integration headaches actually trace back to training. Teams that get proper onboarding tend to get far more value out of the tools they already have, without needing anything new. Treat AI output as a first draft that still needs a human to add judgment and intent. ### **Conclusion** Every challenge covered here, from staffing to ROI, budget, tech, and a market that won't hold still, shows up across company size, industry, and geography. The CMOs finding a way through aren't the ones with the biggest budgets or the newest tools. They're the ones prioritizing clarity. They know what actually matters and have the discipline to stick with it. If you're stuck on any of this and want to talk it through with people who actually get it, that's exactly what the[ CMO Alliance community](https://www.cmoalliance.com/join-the-community/?%5Fgl=1%2A116f3hv%2A%5Fup%2AMQ..%2A%5Fga%2AMTMyNjM2MDQ2Ny4xNzg2MDIxMjA4%2A%5Fga%5FFPDG6YCT5K%2AczE3ODYwMjEyMDgkbzEkZzAkdDE3ODYwMjEyMDgkajYwJGwwJGgw%2A%5Fga%5FKVYRMDNSEY%2AczE3ODYwMjEyMDkkbzEkZzAkdDE3ODYwMjEyMDkkajYwJGwwJGgw) is for. Come swap notes with CMOs facing the same challenges, and find out what's actually working for them. ### VibeGTM and AI-powered outbound URL: https://www.cmoalliance.com/vibegtm-and-ai-powered-outbound/ Last updated: 2026-09-15T08:21:08.000Z You’ve heard of vibe coding, but have you heard of VibeGTM? The idea behind [vibe coding](https://www.productledalliance.com/vibe-coding-build-real-tools-without-writing-code/) is that instead of spending weeks writing code in JavaScript or Python, you simply write a prompt in natural language describing the software application you want built, and AI will build it for you. VibeGTM applies the same principles, but to sales and marketing campaigns. Instead of spending hundreds of hours doing all the legwork to [launch a campaign](https://www.cmoalliance.com/achieving-faster-campaign-launches/), you simply write a prompt and ask AI to do it for you. For example, a VibeGTM prompt for a talent and staffing agency might be: *“Design and execute an ABM campaign to target talent acquisition leaders at UK-based companies and secure $1M in new pipeline for the sales team.”* In response to the prompt, a VibeGTM application might create a list of 100 target accounts, identify two to three potential buyers at each account, and send a series of [personalized emails](https://www.cmoalliance.com/beyond-the-first-name-rethinking-personalization-for-your-email-strategy/) to each person to secure a meeting. [![AI for marketing leaders – in partnership with demandscience, aampe, and ahrefs – download today](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/05/data-src-image-ad000d22-8dfe-49e4-8883-2537db11269c.png)](https://www.cmoalliance.com/ai-for-marketing-leaders-report-2026/) The term VibeGTM was coined by a startup named Landbase, which offers an agentic AI platform that can automate entire sales and marketing workflows based on simple prompts like the one above. VibeGTM is just one term in a whole new lexicon of phrases like GTM engineering, revenue orchestration, and data enrichment waterfalls being introduced by new AI-powered GTM vendors like Clay, UnifyGTM, and Exa.ai. Concepts such as VibeGTM and revenue orchestration apply across a wide range of sales and marketing workflows, but early use cases are primarily focused on [outbound](https://www.productmarketingalliance.com/balance-inbound-outbound-product-marketing/) campaigns. Outbound is a natural starting point for AI because it involves many time-consuming, tedious tasks that most humans would prefer not to handle. No one wants to spend time tracking down email addresses and phone numbers for potential buyers. No one wants to spend hours researching accounts and writing personalized emails for each one. Although VibeGTM applications offer agents that can run autonomously, most sales and marketing departments use them primarily as copilots to assist with their campaigns. AI doesn’t need to run in “full self-driving mode” to offer value. If 80% of the low-value, tedious work in a marketing campaign can be automated with AI, the ROI will be significant. In this article, we’ll explore how sales and marketing teams can use VibeGTM and AI platforms to execute an outbound [account-based marketing (ABM)](https://www.cmoalliance.com/your-guide-to-abm/) campaign. ## Outbound marketing: Early adopters of VibeGTM Let’s revisit the example above, in which we asked a VibeGTM app to help build an ABM campaign targeting talent leaders at UK companies. The major steps in the campaign would be: 1. **Target accounts:** Identify a list of target accounts for the campaign based on the ideal customer profile. 2. **Identify potential buyers:** Find the right potential buyers at each account, as well as their email and mobile phone numbers. 3. **Build messaging:** Develop personalized messaging for each buyer based on their LinkedIn profile and company website. 4. **Start outreach:** Reach out via email, phone, and LinkedIn to secure a meeting. Let’s walk through each step of the campaign. We’ll explore how a human would approach each of these tasks and then show how emerging AI technologies can help to boost their productivity. ## Step 1: Target accounts First, we want to find the right list of companies to include in the campaign. ### The traditional approach To start, we open a sales intelligence tool such as ZoomInfo, Cognism, or LinkedIn Sales Navigator, then use filters to find accounts that match our [ideal customer profile (ICP)](https://www.cmoalliance.com/ideal-customers-ideal-messaging-getting-started-with-icps/). We’ll add key firmographic criteria for our ICP accounts, such as revenue range and industry sector, then add more specific filters for this campaign, including headquarters location (UK) and open job listings. [A skilled ABM marketer](https://www.cmoalliance.com/how-abm-can-drive-results-and-power-your-marketing-career/) or SDR can create an account list in five to ten minutes, but often the list contains either too many or too few accounts for the campaign. Suppose that our query returned a list of 10,000 companies. That’s too many for a small sales team to prospect with a high-touch motion over a four-to-six-week campaign. To narrow down the list, we could add more specific criteria to the filters. For example, we know that our best accounts usually meet one of the three following criteria: - Hybrid remote/office work culture - Seasonal workers employed during the holidays or summertime - Top employee perks like continuing education budgets and unlimited PTO You won’t find these types of details as reportable fields in most sales intelligence tools. To identify if a company checks any of those boxes, you will need to visit their website. Few sales and marketing teams have the capacity to do such time-consuming, detailed research, but AI can do it in a few minutes. ### Agentic AI search AI agents can scrape the websites of each target account and read the careers pages to understand the company's benefits, job locations, and workforce profile. These types of agentic search capabilities are built into VibeGTM platforms. With a simple one-sentence prompt, you can kick off a search for accounts that will not only look at the traditional firmographic filters available in sales intelligence tools, but will also search company websites, news releases, job listings, online reviews, patent filings, earnings reports, and academic research to find the accounts that match your desired profile. Suppose, for our example, that an agentic search agent scanned 10,000 websites and confirmed that at least 500 meet one of the additional criteria (hybrid, seasonal workers, employee perks). That’s a heck of a starting point for your ABM campaign. [What CMOs must know about martech in 202654% of CMOs have gaps in their martech stacks. See what’s blocking investment, where budgets are shifting, and what to prioritise in 2026.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--358.png)CMO AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/What-CMOs-must-know---about-martech-in-2026-1-1.png)](https://www.cmoalliance.com/what-cmos-must-know-about-martech/) ## Step 2: Identify potential buyers Once the list of target accounts is finalized, the next step is to find the right potential buyers at each of the 500 companies. For our example, we need to identify senior decision makers in the human resources department with [talent acquisition](https://www.cmoalliance.com/attracting-and-retaining-top-talent-in-revenue-marketing/), recruiting, and search titles. ### The traditional approach Modern sales intelligence tools make it quick and easy to build this list. However, finding the contact details, such as email address, phone number, and LinkedIn profile, for each of these potential buyers is usually a painful process. The global workforce totals almost 4 billion people. Even the biggest and best sales intelligence tools don’t have up-to-date contact information for every one of them. Suppose that Virgin Airlines is one of the target accounts for the campaign example above. An SDR might query the sales intelligence tool to find 15 potential buyers with talent acquisition titles, but only five of them have an email address in the record. The SDR will need to search additional sources, such as Lusha and Hunter, to track down the emails for the other 10\. In real-world scenarios, these prospects without an email or phone number are often dropped from the campaign list because of the effort required to find their contact details. This is another area where AI can excel. ### AI data enrichment waterfalls Modern AI-powered outbound research tools use a “data enrichment waterfall” approach, searching multiple sales intelligence databases to find the complete set of contact details for each person on the list. Suppose that for our campaign example above, we need to find contact details for 1,000 talent acquisition leaders. The data waterfall will first search “Source A” for the emails and phone numbers. It finds some of the contact details – 700 emails and 600 phone numbers. The waterfall will then search another sales intelligence database, “Source B,” for the remaining contact details. Source B provides 100 additional email addresses and 50 phone numbers, but many buyers still have missing information. The waterfall will then move on to “Source C,” “Source D,” “Source E,” and so on until the list is fully populated. Some AI tools use more advanced algorithms to assign a quality score to each email and phone number, reflecting the model's confidence in the data's accuracy. For example, an email address discovered in only one source might have a low-quality score (e.g., 2 out of 10), whereas one confirmed in two, three, or four different sources would have a high score (e.g., 10 out of 10). ## Step 3: Personalized messaging Decision-makers at big companies receive hundreds of pitches from vendors every week. To get a response, we need a personalized message that helps us stand out from the noise. [Personalization](https://www.cmoalliance.com/personalization-in-marketing-automation/) is an effective strategy to boost response rates, but it’s often unrealistic due to the amount of work required. ### The traditional approach Research needs to be conducted on each company and each individual person to find the type of “show me that you know me” content that gets a response. Reviewing a prospect’s LinkedIn profile along with the company’s website, press releases, and social media posts can take 10 to 20 minutes per person. Most sales and marketing teams don’t have the capacity to conduct the level of research required for each prospect. With response rates for outbound campaigns often less than 1%, the juice isn’t worth the squeeze. As a result, most GTM teams attempt to fake it by making a vague reference to the recipient’s job title or industry sector. However, these weak personalization strategies rarely solicit a response. Fortunately, personalization is another area that AI can scale in ways that humans cannot. ### AI personalization [Agents](https://www.cmoalliance.com/11-ai-agents-changing-the-game-for-marketing-teams/) can be trained to research each prospect, identify personalization strategies, and write targeted messages for each prospect. VibeGTM platforms can operate autonomously to perform research and decide which personalization strategies to use in messaging For example, in the talent ABM campaign referenced above, we might want to look for current job openings we can reference in our messaging. Specifically, we want AI to focus on high-demand or hard-to-fill job postings. Roles that are challenging to source are the ones most likely to be handed over to an outside recruiter. Another personalization strategy could be to flatter the individual person with some form of recognition. We could ask AI to search for recent promotions, awards, or career milestones to include in a congratulatory note. AI could also search for quotes from recent blog posts, [podcast interviews](https://www.cmoalliance.com/content-hub/?filter=podcasts), or media interviews to reference. [The CMO’s guide to marketing tech stacksA CMO’s guide to building a functional martech stack. Use our practical framework to diagnose needs, prioritize core tools (CRM, CDP, automation), solve integration debt, and leverage AI effectively.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--359.png)CMO AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/The-CMO---s-guide-to-marketing--tech-stacks-1.png)](https://www.cmoalliance.com/the-cmos-guide-to-marketing-tech-stacks/) Personalization can also be applied at the company level, not just at the contact level. For example, we could reference a quote from the CEO in a recent earnings announcement, an observation about a successful product launch, or a word of appreciation for a charity program the company sponsored. AI platforms can use research output to write personalized messages for each prospect, which can be used in cold-call scripts, email campaigns, or LinkedIn messages. [AI can also convert messages into different languages](https://www.cmoalliance.com/can-artificial-intelligence-speak-your-customers-language/). Suppose the SDR and marketing team are centrally located at headquarters in London, but sales representatives are located throughout Europe. Personalized messages could be created in French, German, Italian, Dutch, and Spanish, then sent to prospects on behalf of the respective sales reps in each country. Response rates for local language messages are higher than those for English text, even when the translation isn’t perfect. ## Step 4: Outreach The fourth and final step in the campaign is to reach out to the prospects to secure an introductory meeting. ### The traditional approach Much like the earlier steps, the outreach step is tedious, time-consuming, and challenging to scale. Each prospect needs to be contacted multiple times through multiple channels (phone, email, LinkedIn) with a personalized message. Only a small percentage will respond and convert. Fortunately, outreach is an area AI can help to scale as well. ### AI SDRs and email There are a number of AI SDR agents on the market that can run cold email campaigns autonomously today. Fully automated approaches can be a good option for simpler products and campaigns. However, for more complex offerings and campaigns, achieving operating AI in a copilot mode is a more common approach. One example of how AI can boost productivity is monitoring prospect email responses. Unlike humans, AI can work 24/7/. If a prospect sends an email at midnight on Saturday asking about costs, an AI agent can respond immediately with a link to your website's pricing page. If the prospect asks for dates and times to meet, an AI agent can immediately send out a link to the sales representatives' Chilipiper or Calendly scheduling link. Numerous studies have shown that [the speed at which a sales team responds](https://www.coppetthill.com/idea/enquiry-response-time-vs-conversion) to a prospect’s inquiry directly correlates to the conversion rate. Of course, not all incoming emails will be appropriate for an AI-led response. More complex inquiries can be routed to a human SDR for a more thoughtful and customized response. AI can also help improve email deliverability by automating repetitive, high-volume tasks that most sales and marketing professionals don’t have time to handle. One good example is scanning the campaign list to identify email addresses likely to bounce or negatively affect the company’s sender reputation score. AI can verify each email address to ensure that it follows the appropriate syntax for each company (e.g., firstname.lastname@company.com). It can filter out any known spam traps and identify hostile recipients who are likely to report the message as spam or block the sender. ### AI and cold calling AI can also help with phone outreach. Currently, there are no voice AI agents that can autonomously cold call and engage in interactive conversations. However, AI can help to optimize human callers. It can automate repetitive, high-volume tasks that most sales and marketing professionals don’t have time to handle. For example, AI can scan through a list of phone numbers to filter out fax, SMS, and voicemail-only accounts. It can filter out prospects on Do Not Call registries. It can use historical answer patterns to recommend the best time to call a specific prospect and flag numbers typically answered by a gatekeeper, such as an executive assistant. In the not-too-distant future, we will likely have AI-powered robo-callers that can engage buyers in real-time conversations. AI sales avatars are already appearing on websites to engage buyers and offer product demonstrations. Startups such as 1Mind, Docket.io, and Saleo are among the pioneers. ## Getting started with VibeGTM There are multiple ways to jumpstart your AI-powered outbound program. The easiest approach is to start small and focus on one of the areas discussed above. For example, if your sales team spends a lot of time finding email addresses and phone numbers, you could start with a data-enrichment waterfall such as FullEnrich or Waterfall.io. If you want to leverage agentic AI to search the web using complex ICP filters to find high-fit accounts with purchase intent, you could start with Exa.ai or Landbase. Once you’ve successfully implemented the first project, you can move on to a second with a “crawl, walk, run” approach. If you are ready to go all in and adopt the full stack, you should consider either a revenue orchestration platform or an AI SDR. Revenue orchestration platforms are best for companies that want to take a hands-on, human-led approach to AI. Clay, UnifyGTM, and Cargo are examples of revenue orchestration platforms that include most of the capabilities described above, including data enrichment waterfalls, agentic search, personalized messaging, and outreach (via email). Implementation will require technical resources, such as a GTM engineer, who can set up complex integrations, write SQL queries, and write AI prompts. If you’re looking for a more “hands-off”, autonomous approach, consider implementing an AI SDR. Startups such as Artisan, 11x, and AI SDR offer agents designed specifically for research, qualification, and outreach. The agents will automatically find target accounts and contacts, develop personalized messages, and perform email-based outreach to secure appointments. ### What is revenue marketing? Definition and strategy URL: https://www.cmoalliance.com/your-guide-to-revenue-marketing/ Last updated: 2026-08-05T15:03:25.000Z Revenue marketing is an important strategy for businesses to drive growth and increase their bottom line. It utilizes sales tactics to generate leads, convert them into customers, and [increase customer lifetime value (CLV)](https://www.cmoalliance.com/how-to-calculate-and-increase-customer-lifetime-value-clv/). Revenue marketing helps businesses understand their target audience better, create content that resonates with them, and boost their [return on investment (ROI) through targeted campaigns](https://www.cmoalliance.com/what-is-targeting-in-marketing/). This guide will provide you with an overview of revenue marketing, its benefits, and how you can use it to grow your business. - [What is revenue marketing?](https://www.cmoalliance.com/your-guide-to-revenue-marketing/#what-is-revenue-marketing) - [Benefits of revenue marketing](https://www.cmoalliance.com/your-guide-to-revenue-marketing/#benefits-of-revenue-marketing) - [Revenue marketing metrics and KPIs](https://www.cmoalliance.com/your-guide-to-revenue-marketing/#revenue-marketing-metrics-and-kpis) - [Revenue marketing vs traditional marketing](https://www.cmoalliance.com/your-guide-to-revenue-marketing/#revenue-marketing-vs-traditional-marketing) - [Transitioning from traditional marketing to revenue marketing](https://www.cmoalliance.com/your-guide-to-revenue-marketing/#transitioning-from-traditional-marketing-to-revenue-marketing) - [The rise of revenue marketing](https://www.cmoalliance.com/your-guide-to-revenue-marketing/#the-rise-of-revenue-marketing) - [Revenue marketing vs. demand generation](https://www.cmoalliance.com/your-guide-to-revenue-marketing/#revenue-marketing-vs.-demand-generation) - [Putting together a revenue marketing strategy](https://www.cmoalliance.com/your-guide-to-revenue-marketing/#six-tips-to-become-a-high-performing-revenue-driven-marketer) - [Revenue marketing tools](https://www.cmoalliance.com/your-guide-to-revenue-marketing/#revenue-marketing-tools) - [Six tips to become a high-performing revenue-driven marketer](https://www.cmoalliance.com/your-guide-to-revenue-marketing/#six-tips-to-become-a-high-performing-revenue-driven-marketer) --- --- ## What is revenue marketing? Revenue marketing is a marketing approach that focuses on delivering measurable results. It involves the use of data-driven tactics and strategies to identify, target and nurture leads, convert them into customers, and maximize CLV. [Revenue marketers](https://www.cmoalliance.com/revenue-marketer-role-in-marketing/) measure the success of their campaigns by looking at how much revenue they generate and directly attribute that revenue to their marketing efforts. This approach enables companies to make decisions based on data rather than intuition or guesswork. Revenue marketing aligns both the marketing and sales teams toward the common goal of generating revenue. Relying on a results-driven approach, it's all about measuring the results of marketing campaigns to improve them with a continuous [feedback loop](https://www.productmarketingalliance.com/3-ways-a-product-feedback-loop-can-transform-your-product/) of data between marketing and sales. By aligning sales and marketing, you can close more deals. Additionally, revenue marketing can provide you with better data for decision-making, so you can fine-tune your campaigns for even greater success. --- *Want to learn more about revenue marketing? You can check out this episode of our podcast,* [*Let’s Talk Revenue Marketing*](https://www.cmoalliance.com/lets-talk-revenue-marketing/)*, to hear from experts in the business outline the fundamentals of revenue marketing, and its progression.* --- ## What are the benefits of revenue marketing? Here are the main ways that revenue marketing can bring true value to an organization: ### Generates sales-qualified leads Leads that come through revenue marketing efforts are often further along in the buyer’s journey than leads that come from, say, a cold-calling campaign. This is because revenue marketing focuses on providing potential customers with the information they need to make an informed decision about your product or service. And as these leads are more informed, they’re also more likely to be ready to buy. In other words, revenue marketing can help you generate [sales-qualified leads](https://www.cmoalliance.com/the-revenue-accelerators-marketing-qualified-leads-and-sales-qualified-leads/) – leads that are much more likely to convert into customers. ### Attributes success to specific campaigns [Revenue marketing is all about attribution](https://www.cmoalliance.com/how-to-implement-marketing-attribution-at-your-organization/). Attributing success (or failure) to specific campaigns, rather than relying on generic measures such as web traffic or impressions. The problem with conversion tracking is that it provides quite simplistic data. Whereas [revenue attribution](https://www.cmoalliance.com/how-to-get-attribution-right-minimum-data-requirements/) tracks the specific marketing actions and the impact they’re having further down the marketing funnel. It looks at the point at which something is generating revenue, and how much it creates. This approach relies heavily on data and analytics. Revenue marketers use data to track the performance of their campaigns to identify areas where they can improve, allowing them to be highly effective in their campaigns and continue to improve over time. It follows the customer journey from their first visit to your site, to the point where they make a purchase, allowing you to understand which [lead generation](https://www.cmoalliance.com/what-is-lead-generation-in-marketing-a-guide/) activity generates the most revenue. By attributing success to specific campaigns, revenue marketers can fine-tune their strategies and ensure their campaigns are as effective as possible. 🌟 Did you know that ****47.1% of marketers** say they lack the resources to effectively drive revenue? Download the [****State of Revenue Marketing report**](https://www.revenuemarketingalliance.com/state-of-revenue-marketing-report/) to uncover the hidden secrets behind explosive revenue growth and harness the transformative power of your marketing efforts. 🔥 ### Aligns marketing and sales Revenue marketing aligns marketing and sales departments by ensuring they work together to create cohesive campaigns that are designed to generate revenue. It can also improve the communication between these two departments, which is something that has long been an [issue for sales and marketing](https://www.cmoalliance.com/battle-between-sales-and-marketing/). When revenue is the focus, it can help to bring together two departments that often have different goals. There are a few revenue marketing strategies that can help to align the marketing and sales departments, such as: - **Creating a revenue-based marketing plan**: This type of plan focuses on generating revenue, rather than [acquiring customers](https://www.cmoalliance.com/a-beginners-guide-to-customer-acquisition/). It can help to bring together the goals of both departments and ensure that they're working towards the same goal. - **Focusing on quality leads**: Revenue marketing is all about generating quality leads. By ensuring that the leads are high quality, it will be easier for the sales team to close deals. - **Implementing tracking and measuring results**: In order to align the two departments, it’s important to track and measure the results of revenue marketing campaigns. This way, both teams will be able to see the direct correlation between their efforts and the revenue generated. - **Collaboration**: Revenue marketing is only successful when both departments are working together closely. By [collaborating](https://www.cmoalliance.com/why-your-marketing-department-needs-to-collaborate-to-improve-customer-retention/) and sharing ideas, it will be easier to create campaigns that are effective and generate results. ### Increases customer focus Revenue marketing has the customer at the forefront. When silos between sales and marketing are broken down, the business can create campaigns that are more customer-centric, allowing you to serve them better. With a revenue marketing model, businesses can target their ideal buyers more effectively and generate warm leads for the sales team. Customers will also only receive relevant and [personalized messaging](https://www.cmoalliance.com/how-to-nail-your-product-messaging/), helping them move more quickly through the sales funnel. Read more about how you can improve the customer journey with revenue marketing: [Improving the customer journey with revenue marketingIt’s no secret that the customer journey is a key factor in marketing success. However, creating a seamless experience for customers can be difficult. That’s where revenue marketing comes in. In this article, we’ll discuss how you can use revenue marketing to improve your customer journey!![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2022/07/Revenue-Marketing-Alliance-favicon.png)Revenue Marketing AllianceHannah Wesson![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2022/07/Improving-the-customer-journey-with-revenue-marketing.jpg)](https://www.cmoalliance.com/improving-the-customer-journey-with-revenue-marketing/) ## Revenue marketing metrics and KPIs Revenue marketing is all about the numbers, which won’t be a surprise to anyone. However, with so many numbers to keep up with, things can get unnecessarily confusing. To avoid this (and keep things organized), try splitting your Key Performance Indicators (KPIs) into three distinct buckets that align with the classic customer journey. These include core, pipeline, and customer metrics. Here is a quick breakdown of what goes into each one. ### **1\. Core metrics** These are your big-picture numbers. They show your overall efficiency and return on investment. - **Customer acquisition cost (CAC):** Simply put, what does it cost to "buy" a new customer? You figure this out by dividing your total sales and marketing spend by the number of new customers you brought in. - **Customer lifetime value (LTV):** How much total revenue can you expect from a customer over their entire relationship with you? You usually look at this right next to your CAC. - **Return on marketing investment (ROMI):** For every dollar marketing spends, how much revenue actually comes back? It proves the financial worth of your marketing efforts. - **MQL revenue:** This tracks the leads marketing *said* were qualified (Marketing Qualified Leads) all the way to closed revenue. It’s the best reality check to see if the leads marketing hands over to sales are actually worth pursuing. ### **2\. Pipeline metrics** These revenue marketing KPIs reveal how smoothly things are moving once the sales team gets involved. - **Sales-qualified leads (SQLs):** These are the leads that sales has actually vetted and agreed are ready to work. (Tip: Compare this to your MQLs to get a better sense of whether marketing and sales are on the same page about lead quality.) - **Pipeline value:** The total potential dollar amount sitting in your active sales pipeline. **Win rate:** Out of all your qualified opportunities, how many actually close? - **Sales velocity:** How fast is revenue moving through your pipeline? It factors in your total opportunities, average deal size, win rate, and how long your sales cycle takes. Improve *any* of those four things, and your velocity goes up. ### **3\. Customer metrics** Revenue marketing doesn't stop when the deal closes. It’s also about keeping those customers around, too. - **Churn rate:** The percentage of customers (or revenue) you lose over a certain period. - **Net promoter score (NPS):** A 0-to-10 score that tracks how likely your customers are to recommend you. When you put these three buckets together, you get the complete story of every marketing dollar you spend. This will include insights into what it takes to win a customer, how those deals flow through your pipeline, and the real value that customer brings over the long haul. ## Revenue marketing vs traditional marketing ### Metrics There are a few key advantages to revenue marketing over a more traditional model. First, it allows businesses to track their progress in a more holistic way. In traditional marketing, businesses tend to focus on acquisition metrics like website traffic or the number of leads generated. While these [metrics](https://www.cmoalliance.com/kpis-for-revenue-marketers/) are still important, they don't paint the whole picture when it comes to your marketing efforts. Revenue marketing allows you to track your progress in terms of actual revenue generated, and attribute it to specific marketing campaigns, which gives you a more accurate picture of your marketing ROI. 💡 By enrolling in our [****Revenue Marketing Certified: Core**](https://certified.revenuemarketingalliance.com/course/revenue-marketing-certified-core) course, you'll gain access to expert-led lessons and hands-on practices that’ll equip you with a rock-solid foundation of marketing knowledge, empowering you to increase your customer base, boost sales, and take your business to the next level. ### Customer-centric Another advantage of revenue marketing is that it puts the customer first. In traditional marketing, businesses tend to focus on their own products and services rather than on the needs of their customers. Revenue marketing, on the other hand, is all about understanding your customer's needs and pain points and then creating content that addresses those needs. This customer-centric approach is more likely to result in long-term customers and repeat business. ### Silos In the traditional marketing model, marketing and sales work in silos whereby marketing works to generate leads and hands them off to sales. This is often where marketing’s involvement with those prospects ends. With the revenue marketing model, both sales and marketing work together on their prospects from initial contact all the way through to the final sale. And this alignment can help [generate up to 209% more revenue](https://www.marketo.com/?ref=revenuemarketingalliance.com). When marketing and sales work in silos, there can be a lot of tension and miscommunication. Marketing success is often measured by the number of leads over the quality of those leads, whereas sales are only interested in those ready to enter the sales pipeline. A marketing team might track how well a piece of content performs, but they’ll never know if that generated traffic actually led to any sales. By eliminating silos, you can optimize your sales and marketing teams’ effectiveness. You’ll be able to measure the impact on revenue that each marketing campaign generates, giving your marketing budget a higher ROI as you move towards campaigns that generate the most revenue. And the leads generated will be more qualified so sales can close them more quickly. 💡 Unlock professional development resources without spending a dime – from Google, Amazon, and other industry giants. [Become an Insider member today](https://www.revenuemarketingalliance.com/signup/). ## Transitioning from traditional marketing to revenue marketing So, if you want to move away from traditional marketing and embrace all the benefits that revenue marketing can bring, how do you go about it? It’ll be a lot of work to start, but it has the potential to completely transform your business operations. ### **Strong company-wide commitment** You may think that it’ll be easy to get support from those in charge of a revenue marketing strategy. After all, what CEO wouldn’t want to see the marketing and sales team working together more efficiently toward revenue growth? But there will be some roadblocks. Change can be a daunting concept, especially if you’re trying to change the company’s entire way of working. There may also be a fear of a temporary drop if profits while the changes are underway. KPIs for everyone are also likely to change within each role. Responsibilities will change as more collaboration is needed, and there may even be shifts in management. Despite all these changes, everyone at the company needs to be fully on board, starting at the top with the CEO. When everyone knows what’s expected and has a clear vision for where the company is headed, it’ll make the transition just that much smoother. ### **Keep customers informed** Such a drastic change in processes will likely affect your customers too, as you’ll be making changes right across the funnel. But as long as you keep them in the loop and are transparent about any changes, they shouldn’t have any issues. Keep communication open and let them know ahead of time how things are going to change and what they can expect. ### **Start aligning** Probably the most difficult step in implementing a revenue marketing strategy is getting your marketing and sales department in alignment. Building out these processes can be a challenge, especially with the two departments that are typically so at odds with each other. But you need to break down those silos and get everyone in the same room to agree on KPIs and how they can move towards the revenue marketing model together. Key things to establish include: - Defining a sales-ready lead. - How to qualify a lead. - The ideal customer persona. - The accounts that sales are interested in. - The marketing materials that sales need to close deals. Everyone in the company should be aligned but starting with marketing and sales is key for getting to grips with revenue marketing. Next will come customer support and customer success, which need a clear understanding of how they can collaborate to reach those revenue goals. ### **Fill organizational gaps** As you transition, you may notice you don’t have the right people at your company to implement revenue marketing, or the right people are in the wrong role. It might be that sales and marketing report to different leaders, which can help exacerbate the silo problem. Or a lack of a dedicated data analyst in the marketing department might mean data isn’t being analyzed as thoroughly as it should. Search for those organizational gaps and try to fill them with new hires or by shifting employees in their current roles to suit this new way of working. ### **MarTech stack** You likely already have a sizeable MarTech stack, so it’s time to review if it’s all fit for purpose. Technology plays a huge role in revenue marketing. You’ll need a tool that can centralize as much as possible or a set of the best class of tools in each category that can be integrated. Here’s a breakdown of what tools and systems you’ll need: - Customer relationship management (CRM) - Marketing automation - Attribution - Reporting - Data connector - Data Enrichment It’s crucial that your data all syncs so everyone who needs it has access to a unified view of everything all in one place. Having these tools and collecting the right kind of data is essential for the revenue marketing model. You’ll be able to see exactly what marketing activities have helped move more prospects through the tunnel, and which aren’t impacting your pipeline and should be discontinued. ### **Attribution** Attributing your marketing efforts to revenue is one of the cornerstones of revenue marketing, but can also be a huge pain point for the transition. There are many touchpoints that someone can go through before they become a customer and different ways to measure this. It could be as simple as someone clicking through a paid ad and making a purchase. But often it can be more complex, like a user subscribing to a newsletter and becoming a lead after a month when they sign up for a free trial. Marketers will need to test multiple attribution models to discover which is the most accurate for their accounts. Only then can they focus their marketing efforts on the ones that bring in the most success, increasing revenue over time. ## Is revenue marketing replacing traditional marketing? Revenue marketing is a relatively new concept and is quickly replacing traditional marketing. It focuses on generating revenue directly for the business rather than simply creating awareness or engaging with customers. Revenue marketing leverages data-driven insights, automation, and analytics to drive sales and increase CLV. It involves optimizing the customer journey to ensure maximum profitability while delivering a personalized experience. Revenue marketing puts more emphasis on ROI than traditional marketing, making it more attractive to businesses. For a closer look at traditional marketing vs revenue marketing, check out this article: [Moving from traditional marketing to revenue marketingIt’s no secret that the marketing landscape is changing. One of these adaptations is moving away from traditional marketing toward a revenue marketing model. In this article, we will discuss what revenue marketing is, and outline the advantages it has over traditional marketing.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2022/07/Revenue-Marketing-Alliance-favicon.png)Revenue Marketing AllianceHannah Wesson![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2022/07/Moving-from-traditional-marketing-to-revenue-marketing.jpg)](https://www.cmoalliance.com/moving-from-traditional-marketing-to-revenue-marketing/) ## Revenue marketing vs. demand generation People often use "revenue marketing" and "demand generation" interchangeably, but they actually play two very different roles. The easiest way to tell them apart is to remember that demand generation focuses on getting your name out there, sparking interest, and bringing in a steady stream of new leads. On the other hand, revenue marketing manages the *entire* customer journey. It owns the relationship from that very first hello, all the way to the closed deal, and even through future renewals. Here's how the two compare: ![Demand generation vs revenue marketing differences](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/08/Screenshot-2026-08-05-at-15.37.37.png) Demand generation doesn't disappear under a revenue marketing model. It becomes one piece of a bigger strategy, one that keeps going after a lead turns into a paying customer. ## Putting together a revenue marketing strategy Keen to get started with a revenue marketing strategy of your own? Here’s a quick guide to getting started. ### Establish revenue goals First, you need to establish your revenue goals. Without clear goals, you won’t have targets to reach when creating your campaigns. Your entire team will need to understand your revenue goals and how they can achieve them - so they need to be realistic and attainable. Fortunately, we’ve got an article outlining the kind of revenue marketing KPIs you can set: [7 KPIs for revenue marketersAs a revenue marketer, you know it’s important to track your progress. In this article, we discuss some KPIs for revenue marketing.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2022/07/Revenue-Marketing-Alliance-favicon.png)Revenue Marketing AllianceHannah Wesson![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2022/08/7-KPIs-for-revenue-marketers.jpg)](https://www.cmoalliance.com/kpis-for-revenue-marketers/) ### Analyze current results With your goals in place, it’s time to look at where you are currently. Take a look at the results of your current marketing campaigns so you can develop them into a revenue marketing strategy. You’ll need a clear idea of what’s working and what isn’t, which strategies are producing the highest ROI/conversion rate/close rate. ### Map out the customer journey Develop a roadmap outlining the entire journey from initial contact to CLV. This roadmap will help illustrate all the different touchpoints customers use to engage with your brand and allow you to visualize that journey from start to finish. As a result, you’ll have a clearer idea of how to give your customers what they need at each stage, providing the ideal customer experience. ### Optimize your tech stack Successful revenue marketing requires MarTech that’s up to the task. You need the right kind of sales software with integrated marketing automation. This kind of software will help you gather the right data, providing you with insights into your sales, your customers, and how much revenue your sales and marketing campaigns are producing. [Six tips to become a high-performing revenue-driven marketerA revenue driven-marketer works with data to prove the impact of marketing initiatives in attracting new leads, converting them into customers, and retaining their business. Here are 6 tips to help you harness your inner revenue-driven marketer.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2022/07/Revenue-Marketing-Alliance-favicon.png)Revenue Marketing AllianceEric Ramos![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2022/09/Six-tips-to-become-a-high-performing-revenue-driven-marketer.jpg)](https://www.cmoalliance.com/tips-to-become-high-performing-revenue-driven-marketer/) ## Revenue marketing tools A revenue marketing strategy is only as good as the tools running it. Here's a quick look at the tool categories most revenue marketing teams rely on, plus a couple of named platforms in each: ### **CRM** **HubSpot** An all-in-one CRM that's easier to set up and manage, making it a good fit for smaller or mid-market teams that want marketing, sales, and service data in one place without a lot of custom configuration. **Salesforce** A highly customizable CRM built for larger or more complex sales organizations that need to tailor workflows, objects, and reporting to their own process. ### **Marketing automation** **Marketo** Built for enterprise B2B teams running complex, multi-touch nurture programs across a large contact base. **ActiveCampaign** A lighter-weight option that gives smaller teams automation and email marketing without enterprise pricing or a long setup process. ### **Attribution** **Adobe Marketo Measure (formerly Bizible)** Built for B2B teams that need account-based, multi-touch attribution tied directly into CRM data, so revenue can be traced back to the campaigns that influenced it. **Google Analytics 4 (GA4)** A free option well suited to teams that mainly need website-level traffic and conversion tracking rather than full account-based attribution. ### **Data enrichment** **ZoomInfo** A large B2B contact database with intent data, useful for teams that want to identify and prioritize accounts actively in-market. **Clearbit (now HubSpot Breeze Intelligence)** Enrichment built directly into forms and CRM records, which suits teams already using HubSpot that want data filled in automatically as leads come in. These tools don't do much on their own. The real value comes when CRM, marketing automation, attribution, and enrichment data all sync together, so marketing and sales are working from the same view of every account. ## Six tips to become a high-performing revenue-driven marketer ***Eric Ramos, Director of Analytics at BOL and the Founder of Kudoz, shared his six tips for becoming a high-performing revenue marketer.*** As enterprises embrace the growing role of marketing in business growth, revenue has become a crucial metric to track. In response to this, revenue marketing has emerged as a strategy to gain growth while businesses bridge the gaps between the marketing and sales departments. Now more than ever, executives demand that marketers demonstrate their role in business growth and revenue generation. This means that marketers must re-examine their efforts to demonstrate that their activities positively impact ROI. Today, businesses that incorporate marketing operations, sales operations, and [revenue operations](https://www.revenueoperationsalliance.com/what-is-revenue-operations-revops/) report higher business growth compared to those still taking traditional approaches to sales and marketing. One way to leverage teams to create a scalable marketing strategy is to become a revenue-driven marketer. A revenue-driven marketer works with data to prove the impact of marketing initiatives in attracting new leads, converting them into customers, and retaining their business. Here are six tips to help you harness your inner revenue-driven marketer ### 1\. Learn how to develop marketing goals that increase revenue Understanding your company’s revenue goals is the first step in establishing effective marketing goals. Goals defined in this way are actionable because you can attach a figure to them. Knowing your company’s revenue goals also helps the revenue-driven marketer set useful KPIs to determine the impact of each marketing initiative. Here are a few tips to keep in mind when developing marketing goals based on the overall business revenue goals: - Identify the revenue you need to generate from your marketing efforts. For instance, if you need to grow revenue by 30%, you must establish how much the thirty percent represents and the timeline to achieve it. - Determine the number of sales you need to meet the revenue goal. - Identify the target close rate and opportunities you will need to achieve the revenue goal. Work backward from the goal. For example, if one customer brings in $1,500 per year, how many customers do you need to bring in $12,000? - Identify the number of sales and market-qualified leads you need to reach your goals. ### 2\. Plan and execute marketing campaigns that establish brand recognition, generate leads, and drive sales Marketers often generate leads from new audiences who are unaware of the brand or the solutions offered. Alternatively, these audiences can be leads who already know about your products and have interacted with your content or bought from you previously. ![](https://lh5.googleusercontent.com/2MxbHo8_4y6fd-fymsX_gmzGewpYRgxFTS3cQXYwWAoHbtoT81PZswjsFybQSJXk52Fyedweg1A8HwJjXDF2-LESIXbAudWmXqGB-j-zWWXxXJNIg16xvyi_lxp_IcOIaV-6nkD7OOrWSl0dOC-Th0YpRTZEDNZWiQWbTCIMYHhZkq7CPV2bu-7OHg) Photo by [Melanie Deziel](https://unsplash.com/@storyfuel?utm%5Fsource=medium&utm%5Fmedium=referral) on [Unsplash](https://unsplash.com/?utm%5Fsource=medium&utm%5Fmedium=referral) Planning and executing a successful marketing campaign to generate leads and sales can be summarized in the following steps: - Set a purpose for your campaign. - Identify KPIs that will help you measure the progress of your marketing goals. - Define your target audience based on their buying journey, pain points, where they are online, the kind of content they engage with, and the type of problems your product solves. - Identify the marketing channels that you will use to meet various marketing goals. - Determine the costs and budget for your marketing campaigns. - Determine the type of content you will create for the marketing campaign, including the ideal content for each marketing channel you choose. - Determine who will handle activities in the campaign (they can be employees or freelancers). - Set a timeline for your campaigns. ### 3\. Measure campaign results effectively A revenue-driven marketer can demonstrate the impact of their marketing initiatives on a company’s revenue. This calls for setting and tracking the right metrics. Remember: *Metrics + Inspiration = Revenue* Too often, marketers track vanity metrics, but they fail to look at more important metrics, such as the amount of revenue generated from engagement with content. Keep in mind, that content produced now may not generate leads immediately. Instead, continue to consistently produce content geared toward the needs of your ideal client persona to ensure they know who you are, whether they’re ready to buy now, next month, or next year. #### Metrics on campaign channels **Email marketing** If you’re sending out regular emails, some key performance indicators to track include open rates, click-through rates, and unsubscribe rates. These metrics tell you whether your emails are appealing enough for users to open and engage with them. In the case of unsubscribe rates, they can also tell you which content does not resonate with your audience. **Sales enablement** The metrics to track for your sales enablement process include the lead-to-customer conversion rate and the opportunity-to-customer conversion rate. **Product marketing** Product marketing metrics include adoption rates, conversion rates, and revenue. They tell you how much your audience is interacting with your content. Other metrics include organic traffic, return on marketing investment, referral traffic, customer acquisition cost, customer retention rates, and customer lifetime value. ### 4\. Continuously optimize your marketing efforts One significant way to achieve continuous optimization is by drawing actionable insights from data. Unlike looking at vanity metrics such as post likes, examining your data helps identify patterns and trends across various marketing channels. Marketing optimization, especially using data, involves collecting data, cleaning data, analyzing the data, and implementing the insights you gain from that data. You can also use data to track a customer’s journey from their first contact with the organization to when they make a purchase. ### 5\. Develop cohesive marketing strategies Successful marketing rides on the collaboration between marketing, sales, and revenue teams. Through collaboration, an organization’s revenue, marketing, and sales efforts move in the same direction, ensuring consistency. The benefits of adopting collaboration as part of a revenue-driven marketing strategy include: - Marketing and sales teams deliver a consistent message and experience to customers. Consistency is key to delivering value-driven customer messaging and higher customer engagement rates. - Increased revenue. When marketers and sales teams collaborate, they generate more efficient results by eliminating duplication and disjointed efforts. - Developing buyer personas that match a company’s target audience to curate targeted sales and marketing messages. ### 6\. Understand the trends and developments in your industry The marketing space is constantly evolving. Whether it’s new technologies or marketing strategies, revenue-driven marketer always has to have their finger on the pulse of the industry. Being aware of trends and best practices in the industry enables you to launch competitive marketing strategies that bring in more leads and revenue to your business. You can keep on top of trends by listening to top-rated podcasts, following marketing companies and marketers on LinkedIn, and reading reports and studies conducted in your industry. While keeping up with these trends is important, it’s also crucial to diversify your marketing strategies so you’re not overly reliant on one tool. The goal is to continue to optimize strategies that work and test new ideas and technologies on a smaller scale. In addition, by following the trends and developments in your industry, you will be able to hear how others have diversified their efforts and learn from their successes and failures before making your own efforts. ## **Should marketing actually own revenue?** Short answer? Absolutely. But honestly, most companies are still dragging their feet on making the shift. If you want to know why, just look at the disconnect between leadership and marketing. According to a "CEO Blind Spot" report by [Propolis](https://www.performancemarketingworld.com/article/1965962/75-b2b-ceos-dont-think-marketing-drives-business-growth) (which surveyed leaders at UK companies making over £20 million), the trust just isn't there: - **75%** of B2B CEOs don't believe marketing actually drives business growth. - **84%** view marketing as just a support team, rather than a true revenue generator. Why the harsh outlook? Well, the same report gives us a pretty big clue: **only 18%** of B2B marketers say they can consistently prove their business impact to senior leadership. When marketing can't prove its worth, you can't really blame CEOs for being skeptical. But here’s where it gets interesting. [McKinsey](https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-cmos-comeback-aligning-the-c-suite-to-drive-customer-centric-growth) did their own research and found a totally different side to the story: - **83%** of CEOs say marketing *already* leads their company's growth agenda. - CEOs who put marketing at the very center of their growth strategy are **twice as likely** to hit high growth (5% or more a year). So, why the huge gap between these two realities? It all boils down to one word: **proof**. If a CEO only ever sees vanity metrics like lead counts, page views, and impressions, they aren't going to trust marketing with the growth strategy. But when faced with a more direct and undeniable line from marketing spend to closed deals, they’ll be much more likely to understand and appreciate marketing’s true value. That is exactly the problem revenue marketing solves. When you tie every single campaign directly to the pipeline and cold, hard revenue, the question of whether marketing should "own" revenue completely answers itself. ## The art and science of revenue marketing Becoming a revenue-driven marketer involves combining the artistic and scientific sides of marketing. It means being willing to look beyond the likes, shares, or leads your efforts have generated and focus on the positive ROI these leads have brought to the organization. Becoming a revenue-driven marketer means understanding your company’s revenue goals and developing marketing strategies that drive growth and revenue to meet the objectives. It also means working with data to draw insights into what efforts are working, how customers engage with the company, and the returns from marketing investments. --- ## Become Revenue Marketing Certified Step into the dynamic world of revenue marketing and unleash its power to transform the way you do business with [**Revenue Marketing Certified: Core**](https://certified.revenuemarketingalliance.com/course/revenue-marketing-certified-core). Our course covers essential frameworks, templates, and insider secrets on leads and funnels, revenue growth, marketing campaigns, feedback loops, and team alignment. By the end of this course, you'll: 🧠 Gain a deep understanding of the complexities and core aspects of revenue marketing. 👀 Know exactly how to implement your learning in your day-to-day work. 💪 Feel confident in using revenue marketing to grow your business. 📈 Create and improve your team’s alignment to boost your revenue-generating potential. 🚀 Learn how to blend marketing and sales roles to boost revenue. ⚒️ Cover crucial concepts like leads and funnels, team alignment, marketing channels, and revenue growth. 🔥 Discover why revenue marketing is a vital strategy for companies wanting to grow. [Get Certified](https://certified.revenuemarketingalliance.com/course/revenue-marketing-certified-core) ### CMO Summit | London June 2026 URL: https://www.cmoalliance.com/cmo-summit-2/ Last updated: 2026-07-28T16:17:37.000Z Catch up with all the action from CMO Summit London, June 25 2026. Learn from marketing leaders from the likes of LinkedIn, Tate & Lyle, Bango, and more. _This post is for paying subscribers only._ ### AI Marketing Summit | May 2026 URL: https://www.cmoalliance.com/ai-marketing-summit-may-2026/ Last updated: 2026-08-25T09:33:10.000Z Catch up on all sessions from our virtual AI Marketing Summit, featuring insights from Amazon, Schell Games, ServiceNow, and more. _This post is for paying subscribers only._ ### The loneliness of leadership: How I built a peer network that actually helped URL: https://www.cmoalliance.com/the-loneliness-of-leadership-how-i-built-a-peer-network-that-actually-helped/ Last updated: 2026-07-27T12:00:47.000Z They tell you [leadership](https://www.cmoalliance.com/how-to-drive-excellence-through-empathetic-leadership/) is lonely. What they don’t tell you is how literal that gets, or how subtly it happens. There are more meetings, more messages, more people asking for your time than ever. But the conversations get thinner. The ones where you can say, "I don't know. What do you think?" without it landing as a problem. I felt it most clearly on an ordinary Tuesday. A demanding meeting had run long, an urgent decision was sitting in my inbox, and a strategy I had championed was starting to wobble in ways only I could see. I made the calls I needed to make. Then I closed my laptop and realized there was no one I could turn to and ask the only question that mattered: *was that right?* I have a team I trust, and a hugely supportive boss, whom I admire and respect. But there’s a whole category of thought that simply has no home inside your own organization. ## The conversations you cannot have at work Seniority comes with a strange tax. The more your judgment is worth, the less you’re allowed to be unsure of it out loud. [!["Seniority comes with a strange tax. The more your judgment is worth, the less you’re allowed to be unsure of it out loud." – Felicitas Sommer, VP Marketing & Communications, PriceHubble](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/07/Felicitas-Sommer-----seniority.png)](https://www.cmoalliance.com/the-loneliness-of-leadership-how-i-built-a-peer-network-that-actually-helped) You can’t process a painful restructuring with the people it touches. You can’t admit doubt about a direction to the team you’re asking to run at it full speed. You can’t test your read of a boardroom with anyone who answers to that same board. The role asks you to be the steady one in the room, every room, and performing steadiness all day leaves you with no room for uncertainty. Nowhere to be wrong on the way to being right. And then there’s the part of [promotion](https://www.cmoalliance.com/transition-from-marketing-manager-to-marketing-director/) no one prepares you for. You step up, and some of the people around you change. A peer who was warm last quarter is suddenly cooler, more scrutinizing, quietly waiting for you to stumble. The role makes you a target in ways that have nothing to do with the work, and everything to do with where you now sit. You can’t name that internally without sounding paranoid or ungracious, so you absorb it. You tell yourself you’re imagining it. Usually, you’re not. So you carry it. You get good at carrying it. And you start to mistake the carrying for the job itself. I did that for longer than I would like to admit. I told myself the isolation was simply what [leadership](https://www.cmoalliance.com/from-0-to-57-lessons-learned-from-management/) cost, the price of the view from up here. It took me a while to understand that I had it backwards. The loneliness was not the cost of doing the job well. It was quietly making me worse at it. Decisions made entirely in your own head start to calcify. You lose the friction that good thinking needs. You begin confusing "no one is challenging me" with "I must be right," which is one of the most expensive mistakes a leader can make. ## What a mentor cannot give you The standard advice is to find a mentor, and mentors are valuable. But a mentor is usually looking back at a stage they have already left. They can tell you how it looked from where they stood, which is not the same as standing beside you in the weather you’re in right now. What was missing wasn’t wisdom from above; it was connections at eye level. People facing the same kind of decisions, at the same altitude, in the same week, with the outcome still unknown to all of us. Not someone who’s solved it, someone still in it. ## The circle I found what I was looking for through a leadership program in Germany that does something deceptively simple: it connects you with a small, closed circle and then mostly gets out of the way. Mine was four [women in senior marketing roles](https://www.cmoalliance.com/diverse-marketing-takes-diverse-leadership-video/), all from completely different industries. Four worlds with almost nothing in common on paper, which turned out to be exactly the point. The cross-industry part is the quiet genius of it. None of us competes with the others, so there’s no awkwardness, no sense that we’re rivals comparing notes. We never share anything confidential, but we can talk freely about how a decision is weighing on us, how we’re thinking through a problem, and what we would do differently, without the guardedness that creeps in when the person across from you operates in your market. And because we come from different worlds, no one reaches for the same tired playbook. Someone in a completely unrelated sector sees my problem through a lens I would never have found on my own. The distance is exactly what makes the insight land. The program ended more than seven months ago. The circle did not. We still meet once a month, and somewhere along the way those calls stopped being professional development and became something closer to a standing therapy session, in the best sense of the phrase. And it’s not only work that has no outlet. The people closest to you – a partner, family, friends – love you but generally can’t follow you into the specifics. They haven’t sat where you sit. Lean on them too heavily and you either watch their eyes glaze or turn your evenings into an extension of the office. There are things you can’t say at work and things you shouldn’t keep bringing home, and that narrow gap between the two is exactly where this circle lives. There’s something else, harder to name. Four [women](https://www.cmoalliance.com/community-case-study-women-in-leadership-its-a-game-changer-soti-vayena/) talking openly about leadership does something a mixed room rarely allows. We can be honest about the parts of the job that are gendered without having to caveat or explain them first: the second-guessing we’ve each been trained into, the way authority is read differently on us, the quiet calculation of how much certainty is too much. We don’t have to make the case that any of it is real. We just start from there. That shared shorthand is its own kind of healing. [![" Four women talking openly about leadership does something a mixed room rarely allows. We can be honest about the parts of the job that are gendered without having to caveat or explain them first." – Felicitas Sommer VP Marketing & Communications, PriceHubble](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/07/Felicitas-Sommer-----four-women.png)](https://www.cmoalliance.com/the-loneliness-of-leadership-how-i-built-a-peer-network-that-actually-helped) We bring the things that have no other home. The decision one of us is quietly second-guessing. The conflict someone handled badly and is still wincing about. The offer on the table that looks golden from the outside and feels like a trap from within. The morning you woke up genuinely unsure you were good enough for the role you fought to get. Nobody performs in that room. Nobody is selling. There’s no polished version of any of us that needs maintaining for an hour, and the relief of that is hard to overstate. Some months we solve something concrete. Some months we just hold each other's uncertainty for a while and send each other back out steadier. Both are valuable. ## Why it works I’ve watched plenty of networks dissolve into nothing, so I’ve thought about why this one held. These are the reasons our leadership circle works: - **It’s small and fixed:** The same four people, every time. Trust compounds when the group does not churn, and you never spend the first twenty minutes re-explaining your life. - **There’s no competitive tension:** Because none of us operates in the same market, there’s no rivalry in the room and no instinct to hold back. It’s never about trading sensitive details. I can think out loud about the “how” of the job without wondering how it lands with someone on the same playing field. - **Its slot in the calendar is sacred:** Once a month, protected, not quietly sacrificed to the first thing that comes up. That reliability lets the heavier conversations surface, because you know there’s always a next time to pick the thread back up. - **It has no agenda:** We’re not there to trade introductions or swap vendor lists. The moment a circle like this becomes useful in the transactional sense, it stops being able to do the one thing it’s actually for, which is to let you think honestly with people who understand the exact shape of your job. ## If you recognize yourself in this You don’t need a formal program to build your own peer group, though that’s how I stumbled into mine. You need two or three people at roughly your level, ideally outside your industry, and a genuine commitment to keep showing up. Keep it small. Protect the time like you would protect a board meeting. And resist, hard, the urge to make it productive, because the instant it turns into networking it loses the only thing that made it matter. The loneliness at the top is real, but it is not a law of physics. It is not the price you have to pay for the title. The answer turned out to be smaller and simpler than I expected: the right few people, once a month, and the honesty to use the hour well. I walked into that program looking for a sharper strategy. I walked out with three women I now cannot imagine doing this job without. They know who they are, and they know what they have given me. This one’s for them. --- *If you’re ready to build a peer network of your very own,* [*CMO Alliance’s Slack community*](https://www.cmoalliance.com/join-the-community/) *is a great place to start. Connect with thousands of fellow marketing leaders, so you can grow together.* [Community | CMO AllianceReady to connect with CMOs and top-level marketing executives all over the world? Join our community for an exclusive space for CMOs to network, share experiences and insights, and seek advice directly from other CMOs.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--c5464fc8-b122-4e54-8e0d-b777e313481f.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Meta_Image_Template-2-817e92cf-17e3-43a7-b3f2-8be247605c11.png)](https://www.cmoalliance.com/join-the-community/) ### Product Marketing Labs | November 26 URL: https://www.cmoalliance.com/product-marketing-labs/product-marketing-labs-november-26/ Last updated: 2026-07-21T11:42:43.000Z _No content available._ ### Product Marketing Labs | December 26 URL: https://www.cmoalliance.com/product-marketing-labs/product-marketing-labs-december-26/ Last updated: 2026-07-21T11:42:13.000Z _No content available._ ### Workload distribution analysis guide URL: https://www.cmoalliance.com/workload-distribution-analysis-guide-framework/ Last updated: 2026-07-20T14:55:18.000Z When work isn't evenly distributed across your team, the signs don't always show up right away. Some people are quietly [burning out](https://www.cmoalliance.com/what-is-burnout-and-how-you-can-prevent-it/) while others are underutilized – and neither situation is good for performance or morale. This guide gives you a structured way to surface those imbalances before they become bigger problems, and to take action that makes workloads fairer and more sustainable. ## Who is it for? This guide is for [marketing leaders](https://www.cmoalliance.com/what-world-class-b2b-marketing-leadership-looks-like-today/) who manage people and want to stay ahead of capacity issues. It's particularly useful if you're heading into a quarterly planning cycle, navigating a team reorganization, or noticing signs of stress or disengagement on your team. It works equally well as a solo exercise or as something you work through collaboratively with [your team](https://www.cmoalliance.com/how-are-cmos-structuring-their-teams-in-2025/); the prompts are designed to spark honest conversations, not just surface data. ## How to use the guide The guide is broken into five sections, each building on the last. 1. **Gather data** on each team member's core responsibilities, active projects, and estimated hours per week – including BAU tasks and hidden work like meetings and ad hoc support. This gives you a realistic baseline to work from. 2. **Assess workload balance** using the guide's prompts to identify who's overloaded, who's underutilized, and where single points of failure might exist. An optional scoring matrix helps you visualize load across the team at a glance. 3. **Analyze alignment** by going a level deeper – not just how much work someone has, but whether it matches their role, their strengths, and their development goals. This is where you'll often spot people who are capable of more but stuck in the wrong kind of work. 4. **Spot burnout flags** by reflecting on behavioral signals: declining performance, disengagement, or persistent stress. These are easy to miss in day-to-day management, so having a structured prompt to check in on them is valuable. 5. **Create a rebalancing action plan** with clear owners, timelines, and check-in dates, so the changes you identify actually get made. ## Get your workload distribution analysis guide ![Workload distribution analysis guide](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/07/Workload-distribution--analysis-guide.png) [Workload distribution analysis guideWorkload distribution analysis guide.pdf132 KBdownload-circle](https://www.cmoalliance.com/content/files/2026/07/Workload-distribution-analysis-guide.pdf "Download") [Workload distribution analysis guideWorkload distribution analysis guide.docx2 MBdownload-circle](https://www.cmoalliance.com/content/files/2026/07/Workload-distribution-analysis-guide.docx "Download") [Workload distribution analysis guideWorkload distribution analysis guide Overview This guide helps you assess how work is distributed across a team. It’s designed to identify overload, underutilization, role misalignment, and hidden burnout risks, so work can be more fairly and sustainably structured. When to use it Quarterly chec…![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/docs-favicon-2026-v2-d7841f49-240c-4539-96c9-f315c8a823ad.ico)Google Docs![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AHkbwyLwOlLue7m5uW7vdtPkBjCsWaN1KghpNG7d8WKS_kUd3AQYz_YRIfit9SgKRYkRRM5paBFxlB27BD9qTUVuKcWGglb7xtoX8SynmZRoYMC6uH1uWygM-w1200-h630-p-9714cf2e-c723-4fbb-9b2a-4665db4b119d)](https://docs.google.com/document/d/1zVGDg--UWmvMSp91CnZcKkKLDMqNcl3gOWFjGbVoHhE/edit?usp=sharing) _This post is for subscribers on the Exec+ membership tier only._ ### Inside Ritual's omnichannel growth engine URL: https://www.cmoalliance.com/inside-rituals-omnichannel-growth-engine/ Last updated: 2026-07-17T15:00:20.000Z The era of growth at all costs is ending. You probably already feel it. The pressure to [justify every dollar](https://www.cmoalliance.com/how-cmos-can-justify-their-financial-investments/), the shrinking tolerance for vanity metrics, the CFO leaning over your shoulder asking what all of this is actually doing for the business. What's replacing that old mindset isn't caution, exactly. It's something more useful: [**resilience**](https://www.cmoalliance.com/how-the-financial-times-turns-trust-into-brand-resilience/). I've spent the better part of my career sitting at the intersection of brand and performance marketing, at companies like Oura Ring, The Pill Club, and now Ritual. And the thing I keep coming back to, the idea I've had to fight for in boardrooms more times than I can count, is that [brand](https://www.revenuemarketingalliance.com/cult-favorite-to-category-leader-health-ade-brand-marketing/) and performance aren't two separate departments; they're a single engine. When [brand and performance marketing](https://www.cmoalliance.com/brand-marketing-vs-performance-marketing/) run together, they compound. When they're siloed, you're just burning money in two different rooms. That's the shift I want to help you make: from optimizing channels in isolation to building a media mix that compounds like an investment portfolio. I'll walk you through how I've approached this at brands like Oura Ring and Ritual, and what it takes to get your boardroom on board. Here's what's ahead: - Why chasing attribution is a losing game - A better mental model: marketing as capital allocation - Lessons from building the Oura Ring brand, and what we're testing now at Ritual - The four moves that build a resilient growth engine ## Why attribution hunting is holding you back Most [growth marketers](https://www.cmoalliance.com/what-is-growth-marketing/) operate like day traders. They're obsessed with the 24-hour fluctuation, the algorithm, the last click. And I get it – that behavior gets rewarded in the short term. You can point to a number, defend your return on ad spend (ROAS), and move on. But that approach keeps you stuck in what I'd call attribution hunting, and it's a fundamentally backward-looking activity. Here's how I think about it: [attribution](https://www.cmoalliance.com/what-are-the-main-types-of-marketing-attribution/) tells you who was at the scene of the crime. It doesn't tell you who planned the heist. [![Slide titled "The death of the 'last-click,'" describing three attribution-heavy metrics (Meta ROAS, TikTok CPA, and search intent) as volatile, noisy, and reactive, with a quote comparing attribution to identifying who was at the scene of a crime rather than who planned it.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/07/data-src-image-6eab4bef-1338-4c3c-ac2f-59f8bfafb106.png)](https://www.cmoalliance.com/inside-rituals-omnichannel-growth-engine) Think about the last time you went to see a movie. Did you go because of one ad? One recommendation? One poster you walked past outside the theater? Of course not. There were probably a dozen touch points across weeks, maybe months, that convinced you to buy a ticket. If the marketer in charge of that campaign gave all the credit to that poster outside the theater, they'd wind up making a pretty poor decision about where to invest next. [Multi-touch attribution](https://www.cmoalliance.com/how-to-set-revenue-focused-marketing-kpis-using-multi-touch-attribution/) is messy. There's no perfect science behind it. And the brands that are winning right now have largely accepted that and moved toward something more integrated. I call it **integrated synthesis**. The point is that you're trying to understand your entire media mix as one system, not a collection of individual channels competing for credit. For expert insights like this straight to your inbox twice a month, sign up for Pro+ membership. You'll also get access to a range of certifications, a complimentary Summit ticket, 50+ tried-and-true templates, members-only workshops, and **much* more. So, what are you waiting for? [Fast-track your marketing career ](https://www.cmoalliance.com/pro-plus-membership/?utm%5Fsource=ghost&utm%5Fmedium=resources&utm%5Fcampaign=content) ## Marketing as capital allocation Here's a reframe that's been useful for me, and one that tends to land well when you're [talking to a CFO](https://www.cmoalliance.com/cmo-cfo-collaboration/) or a board: marketing isn't a cost center to be optimized. It's a capital allocation strategy to be mastered. When you think about it through that lens, a lot of things start to make more sense. In finance, diversification is often described as the only free lunch you'll ever have. In marketing, it's pretty much the only way you survive. [![Slide titled "Marketing as capital allocation," with a pie chart showing a media mix split into 60% beta assets (performance channels), 30% alpha assets (TV, CTV, podcast, and brand), and 10% hedge (emerging channels and geo-tests).](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/07/data-src-image-a1d1d369-7df1-413a-bc7a-95dd02241765.png)](https://www.cmoalliance.com/inside-rituals-omnichannel-growth-engine) If you think about your overall media mix like a hedge fund, you might put roughly 60% of your investment into high-yield performance channels (your beta strategy), around 30% into brand building (your alpha strategy), and keep about 10% for hedge bets – things like digital reputation management or [answer engine optimization](https://www.cmoalliance.com/evolving-for-answer-engine-optimization/), which matters a lot more now than it did even two years ago. The reason I find this framing helpful is that it forces you to think about balance and compounding gains rather than just short-term yield. A portfolio that's 100% allocated to a single volatile asset isn't a strategy. It's a gamble. And yet a lot of marketing teams are essentially doing that when they pour everything into [paid social](https://www.cmoalliance.com/the-complete-guide-to-driving-lead-generation-with-paid-social-media-ads/) and hope the algorithm keeps delivering. ## The Oura Ring playbook: What compounding brand investment actually looks like Theory only gets you so far, so let me give you a concrete example. _This post is for paying subscribers only._ ### Stop bolting on AI. Make it central to your marketing, with Benjamin Brown [Video] URL: https://www.cmoalliance.com/stop-bolting-on-ai-make-it-central-to-your-marketing-with-benjamin-brown-video/ Last updated: 2026-07-16T07:00:12.000Z _No content available._ ### Marketing a SaaS product that refuses to stand still URL: https://www.cmoalliance.com/marketing-a-saas-product-that-refuses-to-stand-still/ Last updated: 2026-07-13T11:50:01.000Z A [campaign goes live](https://www.cmoalliance.com/achieving-faster-campaign-launches/) on Monday. By Thursday, the product team has shipped two features that change what the product actually does, deprecated a third the campaign was built around, and renamed the workflow at the center of the messaging. None of it was wrong when it launched. It was just out of date by the end of the week. This is the part of the job nobody warns you about. Most marketing leaders in tech can [handle a tight budget](https://www.cmoalliance.com/a-guide-to-smarter-marketing-budget-allocation/) or a skeptical board. What wears them down is subtler: the product never holds still long enough to be marketed. The thing you’re selling on Friday is not quite the thing you described on Monday, and the gap is your problem to close. ## The messaging is always behind In a business that ships continuously, marketing is structurally behind the product. By the time a message is researched, written, approved, and live, the product has already moved underneath it. This isn’t a process failure that a better content calendar will fix; it’s the reality of the work. Engineering iterates in days. [Positioning](https://www.cmoalliance.com/product-positioning-template-framework/) takes weeks to get right, and longer to land in a buyer's head. You are asked to tell a stable, confident story about a product that is, by design, refusing to stand still. A product has two layers: 1. **The churning layer** is the features, the workflows, the names. All of it can change, often by next week. 2. **The stable layer** is the buyer problem the product was built to solve. It barely moves at all. [Build the message](https://www.cmoalliance.com/product-messaging-framework-template/) on the first layer, and it’s out of date by Thursday. Build it on the second, and it survives the next release. [![Graphic titled "Market the layer that will survive the next release" comparing two layers of a product: the churning layer (features, workflows, names) with a refresh icon, and the stable layer (the buyer's problem) with an anchor icon.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/07/data-src-image-4a6f472f-7d43-4882-be88-59674e2d8c45.png)](https://www.cmoalliance.com/marketing-a-saas-product-that-refuses-to-stand-still) The answer is not to market the churn; it’s to build on the layer that doesn’t move. The test is simple. A message that says "now with automated valuation reports" dies the moment that feature is renamed or folded into something else. A message that says "your analysts spend less time defending numbers to the regulator" still holds, because the buyer's problem has not changed. Same product, two messages, one of them disposable. ## The problem multiplies across markets A single market is hard enough. Run marketing for a company operating [across many countries](https://www.cmoalliance.com/one-voice-many-markets-creating-a-unified-brand-voice-as-a-global-organization/) and the problem multiplies. The product ships once, globally, but it does not land the same way everywhere. A feature that matters in one market may be irrelevant in another. The buyer in Frankfurt is regulated differently than the buyer in Paris or London. The competitive set changes by border. The same message has to be translated, [localized](https://www.cmoalliance.com/can-artificial-intelligence-speak-your-customers-language/), and made true in each place at once. Now the messaging isn’t just chasing a moving product; it’s chasing it in several directions simultaneously, through teams who each know their own market better than headquarters does. The job of the marketing leader is to keep a coherent global story intact while giving regional teams enough room to make it land locally. That balance breaks quickly if the message is anchored on a feature that may not even matter everywhere. The center has to hold the why and keep it consistent. The regions own the how. Centralizing the whole message fails because the bottom layer differs by country. Centralizing only the stable layer works because that part is actually shared. ## Attribution on a moving target Software companies measure everything, which sounds like an advantage until you’re the one being measured by it. [Every touch is tracked](https://www.cmoalliance.com/how-to-set-revenue-focused-marketing-kpis-using-multi-touch-attribution/). Every campaign carries a number. Every number ends up on a dashboard that someone in finance reads differently than you do. But you’re not measuring a fixed product. You’re measuring how the market responded to a version of the product that may no longer exist. A campaign underperforms, and the cause might be the message, the channel, or the simple fact that the feature it promoted shipped late or changed shape mid-flight. The attribution model cannot tell you which, and finance does not want to hear that the target moved. So, stop defending the churning layer campaign by campaign. That fight cannot be won on the dashboard. [![Numbered list graphic titled "Four signals worth watching" listing four attribution metrics: brand and message tracking surveys, win/loss interviews and sales call analysis, share of search and branded search volume, and inbound qualitative signals.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/07/data-src-image-1faf0cb7-ff06-4632-a608-e6e7ebd988a9.png)](https://www.cmoalliance.com/marketing-a-saas-product-that-refuses-to-stand-still) Measure the stable layer instead: whether the market understands the problem you solve better than it did a quarter ago, whether the buyers who matter associate that problem with you. Those are slower signals, but they are the right ones: - **Brand and message tracking surveys** show whether your category framing is landing over time. - [**Win/loss interviews**](https://www.cmoalliance.com/use-win-loss-analysis-to-build-pipeline-and-elevate-your-brand/) **and sales call analysis** reveal whether buyers describe their problem in your terms or a competitor's. - **Share of search and branded search volume** indicate whether the market is coming to you for this problem specifically. - **Inbound qualitative signals**, the language prospects use when they first reach out, tell you whether the positioning has taken hold. None of these move on a campaign timeline. That’s exactly why they matter. ## The product owns conversion The faster the product ships, the more of the buying experience lives inside it, and the less of that experience marketing directly controls. A free trial, an onboarding flow, a usage-based upgrade prompt: these are marketing surfaces owned by people who do not report to marketing. So, the role carries enormous [responsibility for revenue](https://www.cmoalliance.com/what-changes-when-marketing-gets-closer-to-revenue/) with limited direct command over the moments that actually convert. Every product release reshapes those moments again. That makes the job as much organizational diplomacy as positioning. The leverage is to bring the stable layer into the product conversation early. Not opinion about the feature, but evidence about the buyer problem. [Marketing leaders](https://www.cmoalliance.com/what-world-class-b2b-marketing-leadership-looks-like-today/) are often the only people in the room arguing from the buyer's point of view rather than the roadmap. That’s not a weakness; it’s one of the most useful things they can do. ## The buyer already knows [The modern software buyer](https://www.cmoalliance.com/80-of-b2b-buyers-start-on-ai-not-google-what-that-means-for-your-gtm-strategy/) has read the reviews, compared the alternatives, and formed a view before marketing ever reaches them. By the time a prospect raises a hand, much of the decision is already underway. A changing product makes this harder. The buyer's view may be based on a version that no longer reflects what the product does, and correcting that without overclaiming is delicate work. The job is no longer to inform the buyer; it’s to be the most credible voice in a room they entered on their own. Being right matters more than being loud. One unanchored claim costs more trust than ten careful ones earn. [!["The job is no longer to inform the buyer; it’s to be the most credible voice in a room they entered on their own." – Felicitas Sommer, VP Marketing & Communications, PriceHubble](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/07/data-src-image-98d5afbd-c363-4e14-8485-3387b9c6bd17.png)](https://www.cmoalliance.com/marketing-a-saas-product-that-refuses-to-stand-still) In finance and real estate, where buyers are often [regulated institutions](https://www.cmoalliance.com/marketing-in-regulated-industries-what-cmos-in-finance-healthcare-and-legal-need-to-know/) deciding under scrutiny, this is paramount to being taken seriously. Credibility compounds slowly and disappears quickly, and a product that keeps moving gives you more chances than you would like to get it wrong. ## The team keeps relearning If the product changes every month, so does the knowledge the team needs to market it. The org chart is the visible version of this problem, but the deeper one is quieter: the team is always slightly behind on what it is actually selling. AI sits on both sides of this. It’s part of why the product keeps moving faster, since AI features now ship into the roadmap at a pace that resets the messaging again and again. It’s also the thing that helps a marketing team keep pace, drafting, localizing, and updating at a speed that used to be impossible. That makes AI useful here, but not in the simplistic way people often describe. It’s not a replacement for judgment; it’s a way to close the gap between what the product does today and what the team can credibly say about it. The harder question is what to ask of people once the tool exists, which parts of the work are worth protecting as human judgment, and which were never the point. Keeping a team fluent in a product that will not stand still, and deciding what the company should actually claim about it, is one of those parts that stays stubbornly human. Adaptation speed without strategic clarity is just drift. Moving fast only helps if you know what you are moving toward. ## What the job asks A marketing leader's real job is not to keep up with change, but to keep the story anchored while everything around it moves. Strip away the specifics, and the role comes down to holding a position while the thing you are positioning keeps changing under you. [Feature-led messaging](https://www.productmarketingalliance.com/feature-led-and-outcome-led-messaging/) falls behind. Problem-led messaging holds. Attribution measures a target that has already moved. The product owns the moments that convert. The buyer arrives already decided, sometimes about a version that no longer exists. And across regions, all of it happens several times over at once. None of this is solved by a better dashboard or a bigger budget. It’s solved by a single discipline applied everywhere: build on the layer that does not move. The buyer's problem and the reason the product exists are the one stable thing in a business engineered for change. Nearly everything that makes this job hard gets easier when the marketing is anchored there instead of on the feature of the week. The product will keep moving. Your job is to stay attached to the part of it that doesn’t. [!["The product will keep moving. Your job is to stay attached to the part of it that doesn’t." – Felicitas Sommer, VP Marketing & Communications, PriceHubble](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/07/data-src-image-8400ad60-8bd8-4c3a-91e8-05ed653bb30a.png)](https://www.cmoalliance.com/marketing-a-saas-product-that-refuses-to-stand-still) ### Brand is getting more important, not less URL: https://www.cmoalliance.com/brand-is-getting-more-important-not-less/ Last updated: 2026-07-09T12:00:17.000Z When every marketing team can produce professional-quality [content](https://www.cmoalliance.com/dont-just-create-content-do-something-with-it/) at scale, it's tempting to conclude that content itself has been commoditized and [brand](https://www.cmoalliance.com/why-brand-is-everyones-job-a-guide-to-building-an-authentic-thought-leadership-strategy/) matters proportionally less. The evidence points in the opposite direction. As [AI](https://www.cmoalliance.com/balancing-ai-and-human-creativity-in-modern-marketing/) reduces the cost of content production toward zero, the scarcest asset becomes trustworthy, distinctive, authentic brand identity. The brands maintaining pricing power, buyer preference, and category authority in an AI-saturated content environment are those that have invested in brand as a strategic function, not just a production constraint. > **Brian Button, Brand Strategist and Advisor**, describes where the market is heading: "We're heading into an era where craft, perspective, and authenticity matter more than volume. AI becomes infrastructure, not the product. Consumers will reject AI-generated content en masse. They're already tired of it. By 2027, they'll actively avoid it in favor of community, interaction, and belonging." CMOs can agree or disagree with that timeline. The underlying dynamic is already visible in the data. [75.6% of marketers cite loss of human creativity and originality as their top concern about AI](https://www.cmoalliance.com/ai-for-marketing-leaders-report-2026/). That concern is a signal. It means the industry already senses that the volume game will produce diminishing returns, and that the brands with distinctive voice, original perspective, and genuine human character will stand apart from the noise. [![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/05/CMO_AI_for_Marketing_Leaders_2026_Edition_eBook__Supporting-Assets_Article-Banner-1.png)](https://www.cmoalliance.com/ai-for-marketing-leaders-report-2026/) ## The outside-in brand opportunity Traditional brand building has been an inside-out process. Brand teams define identity, create guidelines, and push that identity into the market. The brand was the assertion; the market responded over time. AI enables a different approach: using continuous, real-time market signal analysis to shape brand positioning from the outside in, based on what buyers are actually grappling with rather than what brand teams assume they care about. **Monica Kumar, CMO at Extreme Networks**, built an entirely new product category using this method. Her team surveyed hundreds of buyers and IT leaders to understand what they were actually struggling with. The finding: 79% of people were using three or more tools to do their job, creating unmanageable complexity. That buyer-derived insight, not an internal [positioning](https://www.cmoalliance.com/brand-positioning-strategy-framework-template/) exercise, became the foundation for what Kumar describes as "the networking industry's first ever platform." > **Mehak Chowdhary** describes what this looks like operationally: "We set up workflows to scrape search queries, paid ad data, competitor pages, review sites, and LinkedIn discourse. We clustered language patterns by [ICP](https://www.cmoalliance.com/ideal-customers-ideal-messaging-getting-started-with-icps/), objection, and pains. While being a cool brand, we have realized we're so far in positioning from actual pain, we're now redeveloping the [messaging](https://www.cmoalliance.com/product-messaging-framework-template/)." That last sentence is the point. AI surfaced a gap between how the brand was positioned and what the market actually cared about. Without that signal processing capability, that gap might have persisted for months or years while the sales team continued walking into conversations with messaging that didn't resonate. The CMOs using AI for outside-in brand work aren't replacing creative judgment with data. They're using data to make sure creative judgment is working from accurate premises. ## **From brand police to brand architects** The role of [brand leadership](https://www.cmoalliance.com/why-brand-is-everyones-job-a-guide-to-building-an-authentic-thought-leadership-strategy/) is changing, and CMOs who don't manage that change deliberately will find their brand teams doing the wrong work. ****The old model:** brand teams create detailed guidelines and then police compliance. They review every asset, correct deviations, and maintain consistency through oversight. This works at low volume. It breaks down when AI enables the rest of the team to produce 10x more content with the same headcount. ****The new model:** brand teams design the systems within which AI can operate. They don't review every output. They establish the voice parameters, quality thresholds, and constraints that guide AI generation. The creative brief becomes a system specification. Brand architecture becomes system design. **Guy Yalif, Chief Evangelist at Webflow**, calls this "setting the playground": "You want the brand team to set a playground in which the performance team can operate. What's the voice? What are the colors, images, words, spacing? What are the concepts you want out there? Set that as a boundary and then let the performance team run." This requires a new level of precision in articulating brand. Vague descriptors like "professional" or "approachable" don't work as AI parameters. What's needed is explicit instruction about linguistic patterns, sentence structure preferences, topics to avoid, tonal registers for different contexts, and specific examples of what the brand sounds like at its best and worst. **Avi Bhatnagar, VP of Demand Gen Marketing at ServiceChannel**, describes the granularity required: "AI-generated content often sounds very robotic. It's very corporate speak." His solution: explicit prompts that tell AI what patterns to avoid specifically. "When you look at words like furthermore or moreover or additionally, [ChatGPT](https://www.cmoalliance.com/chatgpt-killer-content-or-content-killer/) loves to use those words. But we know that they don't sound human." That level of specificity is brand architecture work. It requires deep knowledge of brand voice and genuine attention to what makes the brand distinctive. > **Chetan Deshmukh** offers a practical quality test that works regardless of whether content was AI-generated: "Read it out loud. Does it sound like something a real person at our company would actually say to a client? Or does it sound like it was generated by a marketing bot, too clean, too balanced, full of words like 'leverage' and 'transformative'?" The test is simple and catches a large proportion of the problems that emerge when AI is given insufficient brand context. ## **Training AI on brand voice** As AI becomes the primary production engine, training it on authentic [brand voice](https://www.cmoalliance.com/one-voice-many-markets-creating-a-unified-brand-voice-as-a-global-organization/) becomes critical brand strategy work, not a technical task for someone in marketing operations. **Liza Adams, AI Advisor and Go-to-Market Strategist**, has developed a sophisticated approach: building what she calls "digital twins," custom AI systems trained on specific voices, frameworks, and communication styles. Her method involves comprehensive training: "I trained it. Here's my bio. There are some articles that I've written in here. I even wrote my personal story. I have added some of my frameworks, my thinking, my newsletters in here." The organizational application of this is significant. One marketing leader Adams works with "has simulated the executive team, the leadership team, and she uses these simulators to pressure test messaging on their behalf because she has trained it on the tone, language, and voice of the executives, their frameworks, their thinking, how they tend to communicate." The result is an AI system that can draft content and flag when drafts diverge from how the executive team actually communicates. That catches [misalignment](https://www.cmoalliance.com/sales-and-marketing-alignment-boosts-revenue-generation/) before it reaches the market, at a volume that human review alone couldn't sustain. Building this capability requires moving beyond style guides to comprehensive voice documentation: actual examples of brand communication at its best, specific forbidden phrases and patterns, structural preferences, and the reasoning behind brand decisions. The brands treating this as serious strategic work are building a capability that compounds. Better-trained AI produces better-quality outputs, which generates better performance data, which informs better training. ## **Managing brand presence in AI systems** Buyers are now researching categories and vendors through AI before they ever speak to sales. 35% of leads at some organizations now discover brands through LLM searches. That number will grow. The competitive and brand implications are direct. When a prospect runs an AI-powered competitive analysis, and the information about your brand is inaccurate, outdated, or unfavorable, you're walking into sales conversations with a handicap that didn't exist a few years ago and that you didn't create. Monica Kumar encountered exactly this: a prospect arrived with an AI-generated competitive analysis containing wrong information about Extreme Networks. The sales team had to spend time correcting misconceptions before they could make a positive case. Her response was to build a [GEO (Generative Engine Optimization)](https://www.cmoalliance.com/brand-visibility-in-the-age-of-ai-live-session/) playbook, tracking "how favorably and positively our company is placed versus the competition when certain types of questions are asked in the LLM." That playbook brought together [product marketing](https://www.cmoalliance.com/should-all-cmos-be-thinking-like-product-marketers/), [content marketing](https://www.cmoalliance.com/dont-just-create-content-do-something-with-it/), web, and SEO in a cross-functional effort to ensure that the content AI systems draw on to represent the brand is accurate, comprehensive, and current. Most organizations aren't doing this yet. Which means they don't know how AI is representing them, can't correct inaccuracies, and are leaving brand impression management to chance. The content strategy for managing AI representation is the same as the strategy for citation: original research, expert-attributed perspectives, and comprehensive knowledge architecture. Brands that consistently produce authoritative, accurate, citable content get represented more favorably in AI-generated category analysis. ## **Authenticity as competitive strategy** **Elaine Zelby, Co-founder and CRO at Tofu**, draws the line clearly: > "When it comes to creativity, you absolutely should not outsource your brand, your messaging, your voice to AI. However, it can help take that and amplify it." AI should scale what's genuinely yours. It can't originate what makes a brand meaningful. **Yana Sirenko, EU Channel Partners Marketing Lead at Samsung Electronics**, is specific about where human judgment must remain: > "The idea and execution always stay human-led. I recommend using real people in creative assets and never using AI to show product use or make promises to consumers. Authenticity comes first." **Thiago Monteiro** frames the trust dimension that determines long-term brand equity: > "As automation becomes more widespread, it will become harder to distinguish what is real from what is synthetic. Abundance of content will rise, but [trust](https://www.cmoalliance.com/building-brand-trust-in-a-new-era-of-data-privacy/) will become the scarcest asset, and the brands that win will be those that can prove authenticity and earn confidence consistently." The failures are instructive. Duolingo and Klarna are referenced in multiple CMO conversations as examples of AI strategies that damaged brand equity, either through misunderstanding what human connection means to their users or by replacing customer service with AI in ways that degraded the experience. The pattern in both cases: AI was deployed for efficiency without sufficient consideration of brand implications. Operational metrics improved. Brand perception and customer trust declined. As **Aitana Arias** frames it: "The biggest mistake is using AI before clarifying positioning. AI scales whatever foundation you give it: clarity or confusion." Before deploying AI at scale in any customer-facing context, the brand foundation needs to be explicit, documented, and tested. ## **The investment signal most CMOs are missing** Events represent 30.6% of [marketing budget](https://www.cmoalliance.com/budget-allocation-template-framework/)[ allocation](https://www.cmoalliance.com/budget-allocation-template-framework/), second only to paid advertising. That number is worth examining in the context of AI-generated content abundance. As AI handles routine digital interactions, moments of genuine human connection become more memorable and more brand-defining. > **Angeley Mullins** predicts: "The more digitally based we become and the more AI-based we become, physical is going to be the new digital. Think about when you have gotten a handwritten card. I see a lot of people now with so much digital performance advertising. They want in-person events. They want face-to-face." The brands investing in live experiences, direct human connection, and distinctive in-person presence aren't retreating from AI. They're understanding that AI-mediated content abundance makes genuine human interaction more valuable and more scarce. > **Brian Button** captures the creative distinction that no tool changes: "The human touch is hard to replicate. Think Different. Economist headlines. The iconic work that actually moves people. AI can't write that. Not yet, maybe not ever. AI can build, but it can't feel." Use AI for production, variation, distribution, and analysis. Invest human judgment and creative direction in positioning, original ideas, emotional resonance, and the brand moments that actually stick. Volume is now cheap. Character still requires humans to build it. ### Brand marketing vs performance marketing: What you need to know URL: https://www.cmoalliance.com/brand-marketing-vs-performance-marketing/ Last updated: 2026-07-15T09:15:14.000Z ## TL;DR [**Performance marketing**](https://www.cmoalliance.com/what-is-performance-marketing/) is focused on immediate, measurable results (sales, clicks), and is more of a short-term strategy that uses tactics like PPC (pay-per-click), affiliate marketing, and SEO. For example: A Facebook ad campaign selling summer dresses with "20% off" that tracks cost per purchase. On the other hand, [**brand marketing**](https://www.cmoalliance.com/cult-favorite-to-category-leader-health-ade-brand-marketing/)is more of a long-term strategy and focuses more on company values and identity. It mainly uses storytelling, content, and experiences, though it’s harder to measure its direct impact. For example: Nike’s inspirational TV commercials don’t push one specific product but focus on the feeling the brand brings to the consumer. ## What is performance marketing? This is the “let’s see the numbers” approach – performance marketing focuses on measurable results, with each campaign tracked and optimized for specific goals, such as revenue and conversions. Core elements of performance marketing include paid ads and conversion tracking, as well as an immediate impact: if you don’t have results in days, rather than months, you can tweak or remove the campaign. This strategy is great for driving traffic, generating leads, and increasing short-term revenue but, without a strong brand, it’s hard to have staying power. ## Real examples of performance marketing In addition to the examples you’ll find in our [previous article on the matter](https://www.cmoalliance.com/what-is-performance-marketing/), here are companies using this tactic successfully: ### Airbnb The company implemented a [referral program](https://www.cmoalliance.com/how-to-build-a-customer-referral-program/) where both the referrer and the referred user receive credits. This worked because Airbnb invested in personalized invites, A/B tested to refine their messaging, and optimized incentives for different user segments. Results were easy to measure: bookings and user acquisition increased. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/07/Screenshot-2025-02-18-at-11.32.35.png) Source: [Airbnb](https://www.airbnb.co.uk/help/article/84) ### Dollar Shave Club An oldie but goodie. The company’s iconic “Our Blades Are F\*ing Great” video, which launched on YouTube in combination with retargeting ads for conversion worked because of the humor – a lot of people who saw it ended up subscribing. In fact, they got [12,000 signups and 2 million views after 48 hours](https://www.elementsbrandmanagement.co.uk/brand-storytelling-example-how-dollar-shave-club-grew-their-brand/). ### HelloFresh Relying mostly on paid social and [influencer marketing](https://www.cmoalliance.com/why-is-influencer-marketing-important/), HelloFresh used Instagram, YouTube, and podcast ads to drive subscriptions. This included discounted trial offers and a great experience from ad to signup. The results? They became one of the biggest (if not the biggest) meal kit companies out there. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/07/Screenshot-2025-02-18-at-11.50.20.png) Source: [HelloFresh](https://www.hellofresh.com/about/influencer-program) ### TikTok Who hasn’t heard of “TikTok made me buy it” ads? This strategy focuses on performance-driven ads featuring trending products that people are already sharing organically. This works because it leverages native-style ads, influencer partnerships, and AI-driven ad targeting, and it generates millions in sales for many brands, including CeraVe and e.l.f. Cosmetics. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/07/Screenshot-2025-02-18-at-11.51.42.png) Source: [TikTok](https://www.tiktok.com/discover/tiktok-made-me-buy-it?lang=en) ### Netflix Personalization is once again huge, as Netflix also uses personalized emails, push notifications, and retargeting ads to reduce churn and increase subscriptions. People engage with their marketing because of the personalization, predictive recommendations, and FOMO-inducing content teasers. The results include increased engagement, minimized cancellations, and retention of millions of customers. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/07/Screenshot-2025-02-18-at-11.56.56.png) Source: [Netflix](https://www.netflix.com/gb/) ## What is brand marketing? > "Brand is the holistic sum of customers' experiences, composed of visual, tonal, and behavioral brand components, many of which are shaped by interaction design." – **Kate Kaplan, Insights Architect at Nielsen Norman Group** On the flip side, brand marketing is a longer game. How is your business perceived? What is its reputation? In essence, this is the process of shaping and promoting your identity and values in a way that creates lasting connections (including [emotional](https://www.cmoalliance.com/emotional-marketing-does-it-really-work/)) with customers. Brand marketing is all about ensuring people remember you for all the right reasons. You’ll want to tell your brand’s narrative and why you exist and make people feel something about your brand – in addition, think logos, colors, and slogans that stick. Customers should want to come back, not just buy once. While you don’t really have immediate results with brand marketing, using this strategy strengthens your position in the market, meaning you’ll find it easier to sell without having to constantly run ads. ## Real examples of brand marketing ### Spotify Spotify’s Wrapped campaign is a huge success. Not only does it focus on [personalization](https://www.cmoalliance.com/the-importance-of-personalization-in-digital-marketing/) by providing users with insights into their music habits (which immediately grabbed people’s attention), but it also became a viral annual event copied by other companies, like YouTube Recap. Wrapped is a great example of brand marketing as it vastly increased engagement and word-of-mouth for Spotify. ### Red Bull The Stratos Space Jump is as far from performance marketing as you can be. Austrian skydiver Felix Baumgartner ascended to the stratosphere in a pressurized capsule attached to a huge helium balloon before jumping in a freefall dive that broke many records (including the highest freefall jump and the first person to break the sound barrier in freefall). Not only did the jump provide valuable data for NASA, but this is also one of the most successful brand marketing campaigns ever. The live-streamed event had over 9.5 million people watching and resulted in plenty of attention for Red Bull. ### Old Spice “The man your man could smell like” was another incredibly popular brand marketing campaign, in which humor and direct engagement on socials (with the company replying to tweets) helped revive an older brand. Within months, [sales went up by 125%](https://www.teamabovo.com/resources/great-work-an-old-spice-campaign/). ### Nike “Just Do It” is another iconic campaign. It put Nike in people’s minds, even if they weren’t sports stars, and it really showcases the difference between brand marketing and performance marketing. This strategy doesn't focus on selling shoes – instead, the company sold a mindset of determination, resilience, and self-belief; it was all about overcoming odds and pushing limits, which resonated with a lot of people. Here’s the first-ever “Just Do It” ad in 1988: ### Dove Instead of selling a specific product, Dove’s “Real Beauty” campaigns challenged unrealistic beauty standards and focused on everyday, relatable women. They increased the trust people had in their brand and boosted their revenue while creating a cultural conversation and avoiding pushing products. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/07/Screenshot-2025-02-18-at-12.26.51.png) Source: [Dove](https://www.dove.com/uk/stories/campaigns/real-beauty-pledge.html) ## Do you need both brand and performance marketing? In short, yes. Focusing just on brand marketing without performance marketing can leave you with a great reputation but no sales pipeline. On the other hand, if you rely only on performance marketing, you might drive results in the short run but, without a solid brand, people might not stick around. Finding the right mix depends on your business goals, budget, and audience. ## What's the right mix? The 60/40 rule explained [Les Binet and Peter Field analyzed almost 1,000 case studies from the IPA Databank](https://www.thinkbox.tv/research/thinkbox-research/the-long-and-the-short-of-it), covering campaigns from 1980 to 2016\. Their finding: campaigns that put 60% of budget into brand building and 40% into performance activation produced the strongest combined result, both in immediate sales and long-term profit. The two activities work on different timelines. All brand, no performance, and you get a well-known company with no pipeline. All performance, no brand, and you get short-term sales that get more expensive to generate every year, since you're not building the recognition that makes people convert cheaply later. 60/40 isn't fixed. Binet and Field's later work with the LinkedIn B2B Institute found B2B companies perform better closer to 46% brand and 54% activation, since B2B buying cycles are longer and more research-driven. New entrants trying to build awareness fast sometimes lean 70% brand. Established players with strong recognition can push further into activation. Use 60/40 as a starting point, not a target to hit exactly. To apply it: - List every marketing line item for the past quarter (media spend, agency fees, content production, internal hours). - Tag each one as brand building or activation. Sponsorships, content, PR, and broad-reach media are brand. Paid search, retargeting, and promotions are activation. - Add up the totals. Most teams find they're closer to 90% activation and 10% brand, which is the opposite of what the research recommends. - Move 5 to 10 percentage points toward brand each quarter until you're in range for your sector and stage. ## When to choose brand marketing vs performance marketing? If you’re a new startup, you might want to lean more into performance marketing to gain traction quickly, whereas if you're already an established brand, then storytelling and investing in long-term relationships can pay off a lot more. Of course, there are also industry-specific considerations. If you’re an ecommerce company, your tactics will look quite different from a luxury brand’s. **So, when to pick brand marketing?** - If you’re early-stage or a growing brand that needs to establish credibility before expecting conversions. - Premium brands where perception impacts willingness to pay (e.g., Apple, Tesla). - Markets with long buying cycles, like B2B SaaS or real estate, where trust is key. - When launching in new markets, especially because you need awareness before getting sales. **And when should you focus on performance marketing?** - E-commerce and direct-to-consumer brands that need immediate sales. - Startups with limited budgets looking for fast revenue to reinvest. - Product launches and seasonal promotions where urgency is of the utmost importance. - When testing new markets, since you can quickly validate product-market fit. - Subscription businesses looking to optimize acquisition cost vs. lifetime value. ## Are you a brand or performance marketer? How to identify your blind spots Most marketers have a discipline they came up through, and it shapes what they trust. A marketer who spent years running paid search tends to distrust anything without a click to measure. A marketer who came from brand or creative tends to distrust anything reduced to a single number. ### Signs you're biased toward performance: - You question the value of any campaign that didn't hit a conversion target, even if it was designed for awareness. - You struggle to justify brand spend to a CFO because you can't tie it to a number this quarter. - You call brand work "nice to have" and treat it as the first thing to cut when budgets tighten. ### Signs you're biased toward brand: - You dismiss performance metrics as "vanity numbers" that miss the bigger picture. - You avoid setting hard targets for campaigns because you don't want creative work judged on numbers. - You resist A/B testing or attribution work because it feels like it reduces the brand to a formula. Neither bias is wrong on its own. Both become a problem when they drive the entire budget. A useful check: if you can defend your current split using the research in this article rather than your gut, you're probably allocating well. If you can't, the split is likely reflecting your background more than your customers' buying behavior. ## In short: Brand marketing vs. performance marketing Here’s a comparison table highlighting the key elements of both: | | Performance marketing | Brand marketing | | -------------- | --------------------------------------------------------- | --------------------------------------------------------- | | Goal | Drive measurable actions like clicks, leads, or sales. | Build long-term brand awareness, trust, and loyalty. | | Time | Immediate, short-term results. | Longer-term. Establishing a lasting emotional connection. | | Metrics | CTR, ROAS, conversions. | Brand recall, customer sentiment. | | Channels | PPC ads, social media ads, affiliate marketing, email. | Content marketing, sponsorships, influencer marketing. | | Cost structure | Pay for performance. | Upfront investment without immediate ROI. | | Focus | Ad performance and optimization. | Storytelling and emotional appeal. | | Effectiveness | Best for driving immediate sales and measurable outcomes. | Essential for differentiation in the market and loyalty. | | Adaptability | It’s easily adjustable based on data and results. | Takes time to evolve based on your brand strategy. | | Examples | Retargeting campaigns, Google Ads. | Nike’s “Just Do It” campaign. | ### Brand vs. performance marketing across paid, earned, and owned channels The channels each strategy uses split further into paid, earned, and owned media. Here's how that breaks down. ### Performance marketing channels | Media type | Examples | | ---------- | ------------------------------------------------------------------- | | Paid | PPC, paid social ads, display ads, retargeting, affiliate marketing | | Earned | Referral programs, customer reviews driven by post-purchase prompts | | Owned | Email marketing, landing pages, app push notifications | ### Brand marketing channels | Media type | Examples | | ---------- | -------------------------------------------------------------------------------------------- | | Paid | TV, streaming/CTV, cinema, out-of-home, sponsorships | | Earned | PR coverage, organic social shares, word of mouth, influencer mentions not paid for directly | | Owned | Brand website, content marketing (blogs, video series), owned social channels, community | Performance marketing leans almost entirely on paid and owned. Its earned media tends to be a side effect of a good paid campaign, like Dollar Shave Club's video getting shared organically after the paid push. Brand marketing spreads more evenly across all three, since a strong brand earns coverage and word of mouth without paying for every mention. ## Metrics for each strategy The original comparison table lists CTR, ROAS, and brand recall, but each strategy tracks a wider set of numbers than that. ### Performance marketing metrics: - **CPA (cost per acquisition):** what you spend to get one customer or lead. Lower is better. - **ROAS (return on ad spend):** revenue generated per dollar spent on a campaign. - **CPM (cost per mille):** cost per 1,000 impressions, used to compare media buying efficiency across channels. - **CTR (click-through rate):** the percentage of people who see an ad and click it. - **CPC (cost per click):** what you pay each time someone clicks, common in search and social ads. ### Brand marketing metrics: - **Brand equity:** the overall value a brand name adds beyond the product itself, usually tracked through surveys measuring awareness, perceived quality, and loyalty. - **NPS (Net Promoter Score):** how likely customers are to recommend you, scored from -100 to 100. - **Share of voice:** your brand's advertising presence compared to competitors in the same category. - **Brand sentiment:** whether mentions of your brand across social and press skew positive, negative, or neutral. Performance metrics tell you what happened this week. Brand metrics tell you whether people will still choose you next year. ## Conclusion Performance marketing is like a sales rep looking to close deals today, while brand marketing is like building a reputation that makes people want to do business with you over years. Blending both strategies helps you create a marketing approach that drives results and builds a lasting brand. --- Marketing is always changing, with new tech, fierce competition, and customer expectations making it a must for you to stay ahead of the curve. We’re building a report that’ll make sense of all the changes, help you to adapt and succeed even in uncertain times, and show where marketing is headed next – so, [take our survey](https://www.cmoalliance.com/future-of-marketing-survey/) and give us your insights to help us in this mission. ### Account research template URL: https://www.cmoalliance.com/account-research-template-framework/ Last updated: 2026-07-06T11:52:12.000Z Landing a big account doesn't happen by accident. The best [sales and marketing teams](https://www.cmoalliance.com/5-practical-steps-to-sales-and-marketing-alignment/) do their homework long before they pick up the phone or send that first email. That homework is what separates a generic pitch from one that actually lands. This account research template gives you a clear framework for gathering everything you need to know about a target account, so you can approach them with confidence and relevance. ## What is an account research template? An account research template is a structured document that helps you capture and organize key information about a potential customer before you engage with them. Instead of scattering notes across emails, sticky notes, and half-remembered calls, you've got one place to build a complete picture of the account. This template walks you through six key areas: 1. Account overview 2. Business strategy 3. Needs and motivations 4. Organization chart 5. Competitive analysis 6. Buying process Together, they help you understand not just who the account is, but why they might need what you're selling, [who's involved in the decision](https://www.cmoalliance.com/rethinking-buyer-personas-a-modern-approach-for-effective-marketing/), and what could get in the way of closing the deal. ## Who is it for? This template is built for anyone involved in targeting and winning new business – think sales reps, account executives, and marketing leaders running [account-based marketing (ABM) programs](https://www.cmoalliance.com/your-guide-to-abm/). If you're doing [ABM](https://www.cmoalliance.com/the-abcs-of-abm-a-step-by-step-guide-to-success/), this template is especially handy. ABM lives and dies on the quality of your research: the more you understand about an account's goals, challenges, and buying committee, the sharper your targeting and messaging can be. Use it to build out account profiles before you launch a campaign, and you'll have a much easier time creating content and outreach that actually resonates. It's also useful for anyone prepping for a big pitch or renewal conversation, or for teams handing off accounts between departments who need a shared source of truth. ## How to use the template 1. **Gather information**: Use the template to collect and organize data on each potential account. Fill out each section with as much detail as possible. 2. **Analyze and strategize**: Review the collected information to identify key insights and opportunities. Use these insights to tailor your sales strategy, ensuring it aligns with the account’s goals and addresses their specific needs. 3. **Prepare for meetings**: Before engaging with the account, consult the template to refresh your knowledge of their business and strategy. This preparation enables you to have informed, value-driven conversations. 4. **Update regularly**: Keep the template updated as you gather new information or as the account’s situation evolves. This ensures that your approach remains relevant and effective. You don't need to fill everything in at once. Treat it as a living document; update it as you learn more through calls, research, and conversations with stakeholders. The more detail you add over time, the stronger your account strategy becomes. ## Download your account research template ![](https://storage.ghost.io/c/e8/42/e8425f10-c6bc-4266-b03f-495034377a60/content/images/2024/09/account-research-template.png) [Account research templateAccount research template.pdf55 KBdownload-circle](https://www.productmarketingalliance.com/content/files/2024/09/Account-research-template.pdf "Download") [Account research templateAccount research template.docx1 MBdownload-circle](https://www.productmarketingalliance.com/content/files/2024/09/Account-research-template.docx "Download") [Account research templateAccount research template Researching a new potential customer can be a daunting task. How do you get started and what do you need to know? Don’t panic - this account research template will help you find and target the right people. \[Account Name\] Account overview Business model and ind…![](https://storage.ghost.io/c/e8/42/e8425f10-c6bc-4266-b03f-495034377a60/content/images/icon/kix-favicon-2023q4.ico)Google Docs![](https://storage.ghost.io/c/e8/42/e8425f10-c6bc-4266-b03f-495034377a60/content/images/thumbnail/AHkbwyIdaTPJi3-jpIg3LwWM66oj0M0ozp_kOGFJcGpcsSVh1IzOGrgUfExnA0pho_825JTbKRTfZu7-E0SygOPYYxHoGZsktnT7ygaOxKLxH4Ra7MnPkLs=w1200-h630-p)](https://docs.google.com/document/d/1Xeo-hPGoaYZCo55tg%5FKbFpiXZ4r3-sW76Ohm2-xZG0U/edit?usp=sharing) _This post is for paying subscribers only._ ### AI in the Marketing org: From hype to leverage URL: https://www.cmoalliance.com/ai-in-the-marketing-org-from-hype-to-leverage/ Last updated: 2026-07-21T10:13:05.000Z Every marketing team is talking about AI. Fewer are building with it. And almost none are leading through it. _This post is for paying subscribers only._ ### From intent to revenue: Fueling growth at Atlassian URL: https://www.cmoalliance.com/from-intent-to-revenue-fueling-growth-at-atlassian/ Last updated: 2026-07-03T15:00:40.000Z I spent seven and a half years at Atlassian working on products like Jira, Confluence, and Loom. Throughout that time, one question kept coming back to me: what actually drives [revenue](https://www.cmoalliance.com/kpis-for-revenue-marketers/) growth? Not in theory. In practice. What I found, after years of watching numbers move (and not move), after running monetization programs and building motions from self-serve into sales-led accounts, is that the biggest accelerator isn't acquisition. It's not pricing. It's not even your product. It's [**customer intent**](https://www.cmoalliance.com/user-intent-the-true-secret-to-amazing-conversion-rates/). That's not an obvious conclusion. When you're missing revenue targets, the instinct is almost always to go find more customers. So, you focus on [acquisition](https://www.cmoalliance.com/a-beginners-guide-to-customer-acquisition/), get more people in the door. Then, the quarter ends and the whole cycle starts again. You acquire more customers, you don't do much with them, and you wonder why nothing's changing. The demand is usually already there. The problem is that we're not acting on it. ## What intent actually means Before we get into the examples, it's worth being clear about what I mean when I say "intent." Intent is when someone is trying to do something that matters. It shows up in behavior, often long before anyone upgrades, purchases, expands, or picks up the phone to talk to sales. [![Intent is when someone is trying to do something that matters.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/07/data-src-image-f0bea231-9924-4af7-be45-decca87c4db9.png)](https://www.cmoalliance.com/from-intent-to-revenue-fueling-growth-at-atlassian) Intent shows up in behavior – in clicks, in setup actions, in customers getting stuck in the same place repeatedly, or coming back to the same screen again and again. All of that is intent, and all of it is signal. If you can learn to read and respond to intent signals, you can improve conversion, improve [customer experience](https://www.cmoalliance.com/the-significance-of-customer-experience-in-modern-marketing-a-guide-for-cmos/), and accelerate revenue in ways that feel sustainable rather than forced. I’m going to walk you through three real examples from my time at Atlassian that show what this looks like in practice. ## Example one: Moving from time-based to intent-based journeys A few years ago, we relaunched Jira. As part of that relaunch, we made a deliberate decision to land customers in the premium tier rather than the free tier we'd been using previously. The logic made sense: we'd been seeing healthy upgrade rates from free to premium, and landing customers in premium was supposed to shorten the path to adoption and reduce friction. We launched, and a lot of customers went through the trial and then downgraded immediately. So, we went back and looked at our onboarding and activation programs. The strategy seemed right. The flows were there. The content was there. The issue was timing. See, it was a time-based program. Every customer was getting the same message about the same thing, on the same schedule, regardless of what they were doing in the product. If you were actively exploring features and clearly ready to move forward, you were hearing the exact same thing as someone who hadn't even really engaged yet. If you were ready to purchase, you were still getting the same generic sequence as someone who was stuck on step one. At best, it came across as disjointed. At worst, it was completely irrelevant. And if something's irrelevant, why would a customer pay attention to it? For expert insights like this straight to your inbox twice a month, sign up for Pro+ membership. You'll also get access to a range of certifications, a complimentary Summit ticket, 50+ tried-and-true templates, members-only workshops, and **much* more. So, what are you waiting for? [Fast-track your marketing career ](https://www.cmoalliance.com/pro-plus-membership/?utm%5Fsource=ghost&utm%5Fmedium=resources&utm%5Fcampaign=content) ### Following the customer's lead Once we’d pinpointed the problem, we went back to the drawing board. We sat down with our data science and product marketing teams, looked at what actions customers were taking in the product, let that information guide how we built our flows, and delivered more [personalized](https://www.cmoalliance.com/the-importance-of-personalization-in-demand-generation-for-retailers/) experiences. But here's the part that I think matters most: we stopped pushing what we wanted customers to do. Instead, we started paying attention to what they were actually trying to do, and focused on helping them complete those actions and move forward in their journey. That shift alone increased our activation rate by **40%**. ## Example two: Recognizing decision moments About five years ago, we launched a free SKU for Confluence. It was doing what we hoped, in some ways. Customers were coming in, they were using the product, usage was solid, but they weren't upgrading. They were just staying in the free version. Now, that's fine up to a point. You don't want to push customers toward something they don't need. But I was running the monetization team, and my goal was to help customers move to paid when they were ready, when they needed to, and when they were showing clear signals that they wanted to. _This post is for paying subscribers only._ ### Don’t compete on AI claims – compete on trust URL: https://www.cmoalliance.com/dont-compete-on-ai-claims-compete-on-trust/ Last updated: 2026-07-01T12:00:42.000Z What does “AI-powered” even mean anymore? The term has become so watered down amid the race for companies to prove their [AI](https://www.cmoalliance.com/where-ai-belongs-in-marketing-and-where-it-doesnt/) worth that it’s become devoid of meaning. Today’s AI claims feel like when martech exhausted the term “personalization.” Every pitch deck, company homepage, and social post touted a technology’s ability to deliver a 1-to-1 consumer experience. Soon, that wasn’t enough, and software buyers wanted to know more about the data layers driving personalization and see the [ROI](https://www.cmoalliance.com/how-purpose-driven-marketing-drives-roi-with-chloe-petherick-video/). AI sits in a similar place. Companies tout [agentic](https://www.cmoalliance.com/agentic-buying-makes-transparency-the-default-and-collapses-bloat/) capabilities and AI-powered solutions, but buyers want to know the credibility behind the AI. What are the real-world outcomes? What is the AI trying to solve? When I joined Appriss Retail as CMO, one of the first things I did was go back to basics: I interviewed customers, ran LinkedIn surveys, and asked our buyers directly, “What’s believable to you about AI?” and “What makes our solution [trustworthy](https://www.cmoalliance.com/building-brand-trust-in-a-new-era-of-data-privacy/)?” The answers were clarifying and shaped everything about how we position AI and go to market. ## Leading with data In plain terms, our buyers told us they couldn’t care less about how many AI models a company has. They care about [data](https://www.cmoalliance.com/data-driven-ai-your-marketing-superpower/). Appriss Retail has more than a dozen AI models, and each one is impressive, but the buyers wanted to know what data our AI models were trained on. For us, that feedback was a fundamental shift. Customers care that Appriss Retail sits on 20-plus years of cross-channel transaction data, covering 40% of all U.S. retail transactions across more than 150,000 locations. We also operate consortium-wide, which means when a retailer plugs into our platform, they’re not just getting their own data; they’re getting intelligence from a network of 100-plus retailers. That’s the competitive moat. The data is the real differentiator. [![Three ways to build buyer trust in an AI-saturated market: 1) lead with data, not models 2) replace buzzwords with outcomes 3) meet exective buyers where they are](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/06/Three-ways-to-build-buyer-trust.png)](https://www.cmoalliance.com/dont-compete-on-ai-claims-compete-on-trust) ## Delivering proof The second thing our buyer research told us: focus on the outcomes. This sounds obvious, but the loss prevention and returns management industry continues to get it wrong. Visit the homepages of various tech vendors in the space, and you’ll find language like “Unlock Agentic Commerce” or “AI Decisions for the Future of Retail.” Who is that for? What does it mean for someone trying to hit a shrink or returns reduction target by Q3? We lead with outcomes. For our Secure product (shrink and exception analytics), that’s 6x faster root cause identification. For our Engage product, it’s an 8-12% reduction in returns and claims. This means teams can stop shrink and fraudulent or abusive returns before it hits margins. We also adjusted our long-running annual returns report to reflect outcomes. The [2026 Total Retail Loss Benchmark Report](https://apprissretail.com/2026-total-retail-loss-benchmark-report/) found that U.S. retailers absorbed **$706 billion** in merchandise returned in 2025, but it also highlighted areas of “preventable” fraud, abuse, and shrink, totaling **$166 billion**. We know that the retailers we talk to are sitting somewhere inside that number, and we provide support in tackling that number. ## Gaining executive-level trust Our buyers at Appriss Retail are VP-level and above. They’re loss prevention directors, CFOs, operations executives, and many with law enforcement and strong analytics backgrounds. They have a low tolerance for noise and a high bar for credibility. They aren’t going to convert off a sponsored post, but they will take a meeting after a trusted peer speaks highly of us, or after a substantive conversation at an industry event. With everything we do in marketing, we try to keep this audience in mind, and that’s reflected in our budget. More than half of our marketing spend goes to events, industry conferences, and our own community-building initiatives like [The Takeback Talks](https://info.apprissretail.com/the-takeback), which are closed-door meetings that we’ve just launched for VP-level and above leaders across retail categories to share a room and discuss broad industry challenges together. It’s events like these where relationship-building happens. So, for an enterprise company with a long sales cycle and a buyer group that doesn’t convert via website subscription, this isn’t optional. It’s a primary lever. [LinkedIn](https://www.cmoalliance.com/linkedin-outreach-strategies/), content, and PR are where we build awareness at scale, and we do it with organic content first and paid social as a secondary layer. ## Redefining the attribution pipeline Multi-touch [attribution models](https://www.cmoalliance.com/what-are-the-main-types-of-marketing-attribution/) and mixed media modeling are not how I think about pipeline. For enterprise B2B, that level of mathematical precision is largely fiction anyway – there are too many touchpoints, too many stakeholders, and too long a sales cycle for any model to give you a reliable single-source answer. What I use instead is a funnel-stage model tied to budget, measuring MQAs (marketing-qualified accounts), SQAs (sales-qualified meetings), and SQOs (qualified pipeline opportunities). The conversation I have with [finance](https://www.cmoalliance.com/what-happens-when-marketing-and-finance-share-the-same-goals-video/) every month is not about which channel gets credit for the deal. It is: are we hitting our stage-by-stage goals? If MQAs are strong but SQAs are lagging, maybe we take budget from paid social and put it toward an event that guarantees us 10 more one-to-one meetings. The levers are visible. The decisions are clear. This matters for [CMO credibility with the CFO](https://www.cmoalliance.com/cmo-cfo-collaboration/). You don’t need to claim attribution for every dollar. You need to show that your investments move the funnel in a predictable direction. That’s a conversation finance can follow, and one I’ve found they respect far more than a complex waterfall model that no one believes. ## Demonstrating company credibility If you’re marketing a product in a category drowning in AI claims, the instinct to shout louder is wrong. The buyers who matter – the ones with budget authority and a genuine problem to solve – are experienced enough to spot empty claims. They’ve been pitched before. [!["If you’re marketing a product in a category drowning in AI claims, the instinct to shout louder is wrong. The buyers who matter – the ones with budget authority and a genuine problem to solve – are experienced enough to spot empty claims." – Sarah Cascone, CMO at Appriss Retail](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/06/Sarah-Cascone-quote.png)](https://www.cmoalliance.com/dont-compete-on-ai-claims-compete-on-trust) Leading with the data foundation builds trust. Replacing “AI-powered” with a specific outcome earns credibility. And showing up where your buyers make decisions, which, in enterprise, is almost never a form on your website, fuels connections. AI noise isn’t going to go away. Companies need to get better at filtering it and distilling it to be credible. This is how to gain trust in a whitewashed AI era. ### The winnability gap: Why pipeline has slowed, and why more intent data won’t fix it URL: https://www.cmoalliance.com/the-winnability-gap/ Last updated: 2026-08-26T11:34:37.000Z Pipeline is harder to build than it was two years ago. Most senior marketing leaders are reporting inbound pipeline down 10% or more compared to prior cycles - even as intent signals and engagement remain strong. The familiar plays aren't working. Broad intent activation, increased ad spend, content syndication at volume - none of it is producing pipeline at the pace the business needs. That's not a failure of execution. It's a signal that the underlying model needs to change. The issue isn't a lack of activity. It's that most programs are converting fewer of the right accounts than they should. And the reason is simple: intent data answers one question: *is this account researching your category?* It doesn't answer the question that actually determines conversion: *does this account have the structural conditions to buy this cycle?* That gap - between accounts that are active and accounts that are actually positioned to convert - is what this eBook is about. DemandScience's 2026 research across 750 senior marketing leaders puts numbers on the problem: **87%** of organizations are chasing intent signals that don't convert, only **26%** of intent signals ever reach qualified pipeline, and **25%** of marketing budget is being wasted on non-converting spend. Inside this eBook, you'll find out: - why intent data alone is no longer enough, - the four signals that separate active accounts from truly winnable ones, - why many organizations are over-invested in low-conversion activity, - and how leading teams are balancing broad demand programs with high-conversion, in-market motions. You'll also see why some organizations are **generating 3-4x more pipeline** from the same investment, and what modern pipeline efficiency actually looks like in practice. **Download the eBook to get the full framework, the scenario model, and the Fortune 500 case study showing $475M in pipeline generated in six months.** ### The hardest part of AI transformation isn't the AI URL: https://www.cmoalliance.com/the-hardest-part-of-ai-transformation-isnt-the-ai/ Last updated: 2026-07-02T07:26:08.000Z **Liza Adams, AI Advisor and Go-to-Market Strategist**, has worked with dozens of organizations on AI transformation. Her assessment of where the difficulty lives is direct: > "The transformation is less about AI, and is actually more about the human beings. AI is the easiest part of the transformation. The hardest part of transformation is actually us, **human beings**." Most CMOs spend the majority of their AI planning time on selecting and implementing tools. Which platforms to evaluate? Which workflows to automate? Which use cases to pilot first? That's necessary. It's also not where transformations fail. They fail because: - Teams are oversubscribed and have no capacity to experiment. - The job security conversation was never had honestly. - "Learn AI" became the 16th priority on already-overwhelmed lists. - Psychological safety for failure was never established. - The champions who were quietly experimenting were never identified and amplified. The technology is solvable. Organizations that have invested seriously in the organizational side of [AI adoption](https://www.cmoalliance.com/ai-adoption-paradox/) are consistently ahead of those that treated it as a software implementation problem. [![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/05/CMO_AI_for_Marketing_Leaders_2026_Edition_eBook__Supporting-Assets_Article-Banner-1.png)](https://www.cmoalliance.com/ai-for-marketing-leaders-report-2026/) ## The job security conversation CMOs are avoiding [**52.4%** of marketing leaders](https://www.cmoalliance.com/ai-for-marketing-leaders-report-2026/) are still in the testing and pilot phase of AI adoption, and **44.1%** believe AI will lead to job losses. That near-majority concern is present in every marketing department right now, regardless of whether it's being spoken aloud. CMOs who avoid the conversation don't neutralize the anxiety. Instead, they allow it to calcify into passive resistance, underinvestment in learning, and quiet sabotage of the AI initiatives they're trying to build. > **Christy Marble, CMO at Siteimprove**, describes handling this honestly with a team member: "Just a few months ago, one of our [brand strategists](https://www.cmoalliance.com/bye-bye-to-boring-b2b-branding/) came to me and she said, Christy, am I going to be doing less editing now? And she seemed a little worried. And my answer, I think, was kinda shocking to her. My answer was yes, and that's the point." The answer was yes. And then she reframed it with specificity. > "Our [content](https://www.cmoalliance.com/content-mapping-template-framework/) demands had grown so much with this content tsunami, with everyone producing content, and what we were getting was really bad. She was no longer doing [brand strategy](https://www.cmoalliance.com/b2b-brand-strategy-key-tactics-to-revive-and-re-evaluate-it-2/) at all. She was now our brand police and editor. And the work was routine. It was frustrating. It was unrewarding work for her." AI taking over the tedious editing work was a path back to the strategic work that had made the role worth having in the first place. > "Her value wasn't in watching all of our content messaging for brand consistency. Her value is not in checking for typos. It was in the human creativity, the strategic thinking, the [emotional connection](https://www.cmoalliance.com/emotional-marketing-does-it-really-work/), and the tone that [differentiated](https://www.cmoalliance.com/product-marketing-labs/how-to-differentiate-in-saturated-markets-product-marketing-labs/) our brand." This is an honest conversation that acknowledges that the role will change. It makes a specific case for why the change is better for this person, grounded in what they were doing versus what they were good at. CMOs who want their [teams to engage](https://www.cmoalliance.com/the-power-within-driving-employee-engagement-through-internal-branding/) seriously with AI need to have these conversations. Not a town hall about the exciting future of AI. One-on-ones about what specifically will change for specific people, and what the path forward looks like. ## Building AI literacy as an organizational capability, not a specialist function The instinct in many organizations is to build an AI Centre of Excellence: a specialist team that handles AI, reduces the burden on the broader marketing function, and produces outputs for others to use. That model tends to create a dependency rather than a capability. When the AI specialists are overloaded, the rest of the team is blocked. When they leave, the capability walks out with them. And it keeps the majority of the marketing organization AI-illiterate at exactly the moment when AI literacy is becoming a basic professional expectation. > **Monica Kumar, CMO at Extreme Networks**, is explicit about the direction: "We now need AI literacy across the entire organization. This notion of AI specialists is gone. It's more about AI literacy and fluency in the organization." > **Chris Hood, AI strategist and former Google marketing leader**, identifies a practical blocker: "One of the biggest challenges we see across all industries right now is that there is a mix of understanding of the language of AI." His solution is unglamorous and highly effective: "Come up with a shared dictionary glossary of terms for your organization to help you all get on the same page in terms of when we say agent, we mean this." Without shared vocabulary, teams talk past each other. Marketing means one thing by "[AI-powered personalization](https://www.cmoalliance.com/personalization-in-marketing-automation/)" while IT means another. The shared glossary is a first step that takes less than a week and removes a friction point that compounds indefinitely if ignored. > **Naveen Blazey, CMO at Wipro Americas**, describes how a 250,000-person organization approached universal training: "Everybody has that base layer. Everybody's on common ground zero. And depending on your role, your interest areas, you are trained with certain programs and courses." Universal baseline, then role-specific depth. The baseline removes the common vocabulary problem. The role-specific layer produces people who can act. > **Deepak Kumar, CMO at Techies Infotech**, has connected learning directly to accountability: "We embedded learning into performance expectations. Upskilling is now directly tied to team KPIs. Every marketing team member is expected to demonstrate improvement in how they use AI-assisted workflows." When AI fluency is a performance expectation rather than a voluntary development activity, the adoption curve accelerates. ## Creating space to actually experiment Here's the structural problem in most marketing organizations: AI adoption is treated as an addition to already-full workloads rather than a redesign of how work gets done. > **Liza Adams** puts the number on it: "Many of us are 120 percent to 150 percent oversubscribed, and so are our teams." When teams are operating at that capacity, "learn AI" becomes the 16th priority. It gets deferred indefinitely. And CMOs wonder why adoption is stalling despite genuine enthusiasm for the technology. The solution is to reprioritize. **Thiago Monteiro, Founder of Toco Marketing,** describes the cultural conditions that actually work: > "My approach to upskilling is centred on removing fear and making experimentation normal. AI can feel intimidating at first, so I focus on creating a safe environment where people are encouraged to try tools, make mistakes, and learn through doing. To keep momentum, I make AI a standing agenda item. In every weekly meeting, we have a dedicated section to discuss what we have been doing with AI, what has worked, and what has not." The standing agenda item does several things at once. It: - Normalizes the conversation, - Creates peer accountability without individual pressure, - Surfaces what's working across the team faster than top-down reporting would, and - Signals to the team that experimentation is expected, not optional. > **Liza Adams** adds: "You might have a Slack channel where people share what worked, what didn't work, and what their experiments look like. When we succeed, we win, and when we fail, we learn." The critical reframe in that last phrase: failure is a contribution to organizational knowledge, not a career risk. Organizations that can genuinely establish that norm move faster through the learning curve than those where failure carries stigma. ## Identifying and amplifying champions > **Francesco Federico, Global CMO at S&P Global**, offers one of the most practical pieces of advice for building adoption momentum: "I'm sure you already have your teams filled with AI enthusiasts that are trying AI in their spare time. They can be transformed from enthusiasts to evangelists and really become those agents for change." Those people exist in almost every marketing organization. They are the individuals who proactively develop custom AI workflows, utilize emerging tools to drive efficiency, and experiment out of genuine curiosity. Rather than requiring formal training, these innovators need an organizational platform to amplify their impact. Identifying them takes a brief survey or a few conversations. Amplifying them means giving them time to share what they've learned in team meetings, asking them to run internal workshops, and featuring their results in the organization's AI reporting. The peer-to-peer learning that follows is more credible and more adopted than any mandate from leadership. Francesco's recommendation extends to how wins get communicated upward: > "Celebrate successes. Celebrate successful pilots, celebrate a successful conversational chatbot, or an increase in [conversion rates](https://www.cmoalliance.com/user-intent-the-true-secret-to-amazing-conversion-rates/). These are all things that make a big difference in maintaining enthusiasm throughout the implementation process." Internal communication about AI progress should be as deliberate as external communication about any other strategic initiative. ## What full transformation actually looks like A case with [Dice.com](http://dice.com) provides the clearest benchmark for what high-velocity AI transformation produces when the organizational conditions are right. Liza Adams worked with the team for over 6 months to build a 45-member organization of 25 humans and 20 AI teammates, growing to 63 AI teammates by April and closing in on 100 by summer. The results were measurable: 75% faster content creation, 98% lead qualification accuracy, 35% improved campaign performance. But Liza is clear about where the actual work was: "The transformation was less about AI. The team spent more time on change management than on GPT configuration." One-on-ones to understand individual fears. Dedicated experimentation spaces. A deliberate decision to reprioritize workloads rather than stack AI learning on top of existing demands. The marketing team eventually became the internal template for other departments. They started training sales teams, then customer success, then other functions across the organization. The capability they built, knowing how to design, train, and manage AI teammates, became institutional knowledge that competitors couldn't easily access by purchasing the same tools. That's the output of getting the human transformation right. The efficiency gains were real and significant. The competitive advantage came from the organizational capability itself. ## The CMO's actual job in this transformation **Katherine Lehman, Founder and CMO**, describes what's changed at the structural level: > "AI has fundamentally changed the speed-to-execution equation. What used to take weeks now takes days. The real shift is not just efficiency gains, it is the collapse of the traditional marketing org chart. Companies no longer need a content writer, a data analyst, and a reporting specialist as three separate hires. One smart marketer with the right AI stack can do what a team of five did two years ago." This situation represents both a massive opportunity and a significant disruption. Effective CMOs recognize that success relies as much on thoughtful organizational design as it does on choosing the right technology. By initiating honest discussions about how roles are evolving, leaders cultivate a culture where experimentation is safe and productive. They further strengthen this by empowering internal champions, treating human transformation as their primary focus, and [positioning](https://www.cmoalliance.com/product-positioning-template-framework/) technology as the essential foundation that supports those efforts. Ultimately, the organization’s ability to harness these tools effectively becomes its true competitive advantage. ### "Consumers don't buy features"with Brian Button [Video] URL: https://www.cmoalliance.com/consumers-dont-buy-features-with-brian-button-video/ Last updated: 2026-06-25T10:00:54.000Z _No content available._ ### Marketing in regulated industries: What CMOs in finance, healthcare, and legal need to know URL: https://www.cmoalliance.com/marketing-in-regulated-industries-what-cmos-in-finance-healthcare-and-legal-need-to-know/ Last updated: 2026-07-28T08:41:59.000Z Marketing in regulated industries isn’t about moving fast and breaking things. It’s about moving deliberately, building strategies that drive growth while holding up under scrutiny from compliance and regulatory stakeholders. If you’ve worked in finance, [healthcare](https://www.cmoalliance.com/leading-through-complexity-a-guide-to-b2b2c-healthcare-marketing/), or legal, you’ll recognize the tension straight away. You’re expected to deliver results, but every campaign operates within a framework of rules and approvals. Once you're operating inside a regulated environment, one truth becomes hard to ignore: **You’re not just marketing to customers; you’re communicating within systems designed to protect them.** ## When regulation stops being theory One of the earliest moments that shaped how I approach regulated marketing came while working in education on UK government-funded campaigns. At The Skills Network, I managed teams working on initiatives aligned with Department for Education (DfE) guidelines. I particularly remember the *Skills for Life* campaign. On the surface, it looked like any other campaign: - Clear audience targeting - Strong messaging - Defined outcomes But once we received the DfE guidance, everything tightened. [Messaging](https://www.cmoalliance.com/product-messaging-framework-template/) and assets had to align precisely with: - Funding eligibility criteria - Government-approved terminology - Policy-backed claims - Skills-for-life logo placement Even something like “improve your career prospects” had to be carefully considered. If it implied an outcome that couldn’t be guaranteed under the program, it had to be reworked. There wasn’t a legal team rewriting the copy. Instead, cross-functional compliance and regulatory stakeholders interpreted the rules and ensured messaging and visuals aligned with them. At the time, it felt restrictive. However, looking back, it forced a level of discipline that most marketing teams never develop: **clarity over creativity and accuracy over assumption.** ## The people who actually shape your campaigns One of the biggest misconceptions in regulated marketing is who you’re really working with. If you’re currently in a regulated marketing role, you will know that it’s rarely legal teams directly. Across education, legal services, and non-profit work, I’ve consistently worked with: - Compliance managers - Regulatory or governance stakeholders - Risk teams - C-suite stakeholders These roles sit between legal frameworks and marketing execution. They translate rules into reality: - What you can say - What needs evidence - What crosses the line Here’s what I’ve learned: if you bring them in late, they will slow you down. If you bring them in early, they will help shape better campaigns. [![Branded CMO Alliance comparison graphic contrasting "Compliance brought in late" with "Compliance brought in early" across three rows. Late compliance becomes a bottleneck, slows campaigns at the approval stage, and creates friction between teams, resulting in delays, rewrites, and missed opportunities. Early compliance also becomes a bottleneck but shapes stronger campaigns from the start and builds alignment across functions, resulting in faster execution and better output.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/06/Bringing-compliance-in-early.png)](https://www.cmoalliance.com/marketing-in-regulated-industries-what-cmos-in-finance-healthcare-and-legal-need-to-know) ## Legal marketing: Where language carries risk When I stepped into the role of Head of Marketing at a solicitors firm, it brought a different level of challenge. Because in legal marketing, the risks aren’t abstract; they’re immediate. You can’t: - Promise outcomes - Overstate expertise - Suggest certainty where none exists Even small wording choices matter. For example, phrases like “We guarantee results” and “You will win your case” aren’t just risky; they’re non-compliant. So marketing becomes an **exercise in precision**. Instead of bold claims, you have to focus on: - Demonstrating expertise through content - Using case-based examples carefully - Building credibility through consistency This is where marketers may struggle. They become so cautious that their messaging loses impact and becomes all fluff. The challenge isn’t to say less. It’s to say things better: **more clearly and with more intent**. [![Branded CMO Alliance quote graphic featuring Safyah Akhtar Malik, Growth Marketing Manager at Infodesk, who says: "The challenge isn't to say less. It's to say things better – more clearly and with more intent." Safyah is pictured on the right side of the image, smiling with her arms crossed, against a dark gradient background in red and black tones.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/06/Safyah-Akhtar-Malik-----intent.png)](https://www.cmoalliance.com/marketing-in-regulated-industries-what-cmos-in-finance-healthcare-and-legal-need-to-know) ## What non-profit marketing teaches you about trust Working with several NGOs introduced me to another layer of complexity; this time primarily driven by resource constraints rather than regulation. With budgets tight, paid media isn’t always viable. So, growth had to come from: - Organic content - PR and [storytelling](https://www.cmoalliance.com/story-masters-2-the-structure-of-great-brand-stories/) - Strong use of owned channels There was no room for wasted messaging. Everything had to resonate. Interestingly, this environment reinforced the same principle that regulated industries demand: **trust-first marketing.** Because when you can’t rely on aggressive tactics or budget, you rely on credibility. That’s what drives engagement. ## When marketing in regulated industries goes wrong When regulated marketing fails, the consequences go beyond [performance metrics](https://www.cmoalliance.com/kpis-for-revenue-marketers/). The following real-world examples highlight this clearly. [![Branded CMO Alliance graphic titled "When regulated marketing goes wrong" showing three examples across the finance, legal, and education sectors. Finance: crypto promotions that highlight returns without explaining risk. Legal: claims about success rates that imply guaranteed outcomes. Education: marketing that overstates career outcomes or funding eligibility. Each example appears in a rounded card with a corresponding icon, on a dark gradient background in red and black tones.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/06/When-regulated-marketing-goes-wrong.png)](https://www.cmoalliance.com/marketing-in-regulated-industries-what-cmos-in-finance-healthcare-and-legal-need-to-know) ### Financial services and crypto promotions Regulators like the Financial Conduct Authority (FCA) have taken action against misleading promotions, especially in crypto. Some campaigns have come under fire for using influencers without proper disclosure, highlighting returns without explaining risk, or creating urgency around high-risk investments. The issue wasn’t just messaging. It was that compliance wasn’t fully embedded in the process. ### Legal sector missteps Legal firms have also faced scrutiny for misleading claims about success rates, suggesting guaranteed outcomes, or using [testimonials](https://www.cmoalliance.com/six-tactics-to-amplify-your-brand-with-customer-stories/) that imply certainty. Often, these weren’t intentional violations, but in regulated industries, **interpretation matters more than intent.** ### Education sector scrutiny Education marketing has faced challenges around overstated career outcomes, misleading course benefits, or lack of clarity around funding eligibility. This is something I’ve experienced directly. Even small inaccuracies can impact trust – and in some cases, access to funding or opportunities. ### The pattern behind these failures Across industries, the same issue appears: **marketing moved ahead of compliance, not alongside it.** The processes aren’t [aligned](https://www.cmoalliance.com/tackling-organizational-alignment-as-a-cmo/) enough. That’s where risk enters the ecosystem. ## What actually works in regulated marketing From experience across education, legal, and non-profit sectors, five principles consistently deliver: 1. **Bring compliance into the process early:** Not at the approval stage, at the planning stage. This turns compliance into a collaborator – not a bottleneck. 2. **Focus on clarity over persuasion:** Overly persuasive messaging rarely survives review. Apply clear, accurate communication. 3. **Build around owned and earned channels:** When restrictions limit activity, your owned channels become essential. These include content, [email](https://www.cmoalliance.com/your-guide-to-b2b-email-marketing/), organic social, and PR. This approach proved especially effective in non-profit work, where constraints forced smarter strategies. 4. **Learn how to simplify complex information:** Whether it’s legal language, funding criteria, or policy, your role is to make it understandable in layman's terms, without distorting it. This is one of the most valuable skills in regulated marketing. 5. **Measure trust, not just conversions:** Conversion metrics matter. But in regulated industries, long-term growth depends on credibility, engagement quality, and [audience trust](https://www.cmoalliance.com/the-importance-of-trust-in-b2b-marketing/). [![Branded CMO Alliance graphic listing five principles for regulated marketing: 1. Bring compliance in early, 2. Prioritize clarity over persuasion, 3. Build on owned and earned channels, 4. Simplify complex information, 5. Measure trust, not just conversions. Each principle appears in a rounded card on a dark gradient background in red and black tones.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/06/5-principles-for-regulated-marketing.png)](https://www.cmoalliance.com/marketing-in-regulated-industries-what-cmos-in-finance-healthcare-and-legal-need-to-know) ## Why regulated marketers are better positioned for what’s next As search evolves, particularly with AI-driven summaries, there’s a shift toward: - Clear answers - Structured information - Credible sources This creates an advantage because these are exactly the qualities regulated marketing already demands. **What once felt like a limitation is now fast becoming a strength.** ## What this means for CMOs and heads of marketing Leading marketing in a regulated industry isn’t just about growth; it’s about building systems that support performance, compliance, and trust. From education campaigns shaped by government frameworks…To legal marketing where every word carries risk…To non-profit environments where trust drives everything… You don’t win in regulated marketing by pushing boundaries blindly. You win by understanding exactly where those boundaries are, and building something credible and sustainable within them. **The brands that succeed are always the ones people trust.** ### Language as a growth strategy, with Jason Hemingway [Video] URL: https://www.cmoalliance.com/language-as-a-growth-strategy-with-jason-hemingway-video/ Last updated: 2026-06-23T11:36:31.000Z _No content available._ ### Marketing-sales SLA framework URL: https://www.cmoalliance.com/marketing-sales-sla-framework/ Last updated: 2026-06-23T10:57:59.000Z When marketing and sales aren't [aligned](https://www.cmoalliance.com/5-practical-steps-to-sales-and-marketing-alignment/), leads fall through the cracks, fingers get pointed, and revenue suffers. This framework gives you a clear, structured foundation for getting both teams on the same page, from how leads are qualified and handed off to how performance is tracked and accountability is maintained. ## What is a marketing-sales SLA framework? A marketing-sales SLA (service-level agreement) framework is a formal but practical document that defines the rules of engagement [between your marketing and sales teams](https://www.cmoalliance.com/proactive-approach-sales-marketing-alignment/). It sets out exactly how leads are qualified, how and when they're handed off to sales, what response times are expected, and how both teams feed information back to each other to keep improving. Think of it as the operating agreement that keeps both teams pulling in the same direction, with shared definitions, clear ownership, and a process for resolving issues when things don't go to plan. ## Who is it for? This framework is for senior marketing leaders (CMOs, VPs of Marketing, and Heads of Demand Generation) who are responsible for the relationship between marketing output and sales performance. It's also highly relevant for revenue operations and [marketing operations](https://www.cmoalliance.com/marketing-operations-in-product-marketing-strategy/) professionals who own or oversee the lead management process. You'll find it particularly useful if you're scaling your demand generation function, dealing with friction between your marketing and sales teams, implementing new lead scoring or automation tools, or trying to get a clearer picture of what's happening at the top of your funnel. ## How to use the framework The framework is organized into seven sections, covering everything from lead qualification criteria through to escalation paths. Here's how to get the most out of it: - **Start with the MQL criteria:** The lead qualification section is the foundation of everything else. Make sure your definition of a [marketing-qualified lead](https://www.cmoalliance.com/the-revenue-accelerators-marketing-qualified-leads-and-sales-qualified-leads/) reflects your actual ICP before you fill in anything else. - **Customize it to your org:** The framework comes with example criteria and response times, but these are starting points, not prescriptions. Update every section to reflect your team structure, tooling, and sales motion. - **Align with sales before you finalize it:** An SLA only works if both sides have bought in. Share a draft with your sales leadership early and build in time to get their input on the handoff process and response expectations. - **Use the reporting section to drive accountability:** The metrics and review cadences outlined in section six aren't just for tracking; they're how you catch problems early and demonstrate marketing's contribution to pipeline. - **Revisit it regularly:** Treat this as a living document. As your team scales, your ICP evolves, or your tech stack changes, your SLA should too. Done well, a marketing-sales SLA builds the kind of trust between teams that makes hitting revenue targets a whole lot more achievable. ## Get your marketing-sales SLA framework ![Marketing-sales SLA framework](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/06/data-src-image-15fa7fcc-945b-45dd-b69f-febdbb8ee4ec.png) [Marketing-sales SLA frameworkMarketing-sales SLA framework.pdf112 KBdownload-circle](https://www.cmoalliance.com/content/files/2026/06/Marketing-sales-SLA-framework.pdf "Download") [Marketing-sales SLA frameworkMarketing-sales SLA framework.docx1 MBdownload-circle](https://www.cmoalliance.com/content/files/2026/06/Marketing-sales-SLA-framework.docx "Download") [Marketing-sales SLA frameworkMarketing-sales SLA framework 1\. Purpose & overview The purpose of this SLA (service-level agreement) is to create alignment, accountability, and transparency between the marketing and sales teams. By clearly defining lead qualification criteria, handoff processes, response expectations, and fee…![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/docs-favicon-2026-v2-c451350c-18b1-427b-8c82-b54ae9c1ac6b.ico)Google Docs![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AHkbwyKQpBA6WdMBoY23SGx55vfVe5gueqOJLU1IENLEtJDnJ-vU-HY6IDeBwWaGJY00XrHclhU1FYR_HfH5sVhocXnbO6cFCv3vfeVhzmbSfcD0oTCgfVVS-w1200-h630-p-08517602-ef22-482e-a21f-37273ed6d4d5)](https://docs.google.com/document/d/1zqJ1tCOO9XW1vhyE3M7bjeTXl7BAiSQVXiudWsEqUIw/edit?usp=sharing) _This post is for subscribers on the Exec+ membership tier only._ ### What branding will look like in 2036 URL: https://www.cmoalliance.com/what-branding-will-look-like-in-2036/ Last updated: 2026-07-02T14:10:44.000Z Nobody knows exactly what the next decade will bring. That’s one certainty. Anyone who tells you otherwise is either selling something or hasn't spent enough time in the trenches to understand how fast things are moving in the marketing world. But here’s what I do know as a CMO: things are moving faster than most boardrooms are comfortable admitting, and the [brands](https://www.cmoalliance.com/key-lessons-from-building-a-brand-from-scratch/) that will own their categories in 2036 are making foundational decisions right now. Ten years ago, a brand was a logo, a tagline, and a media budget. Five years ago, it became a content strategy. Today, it’s a conversation. By 2036, it will be a living, AI-orchestrated presence that exists simultaneously inside data centers, across social channels, in the personal reputations of your people, and in the cognitive habits of every prospect who has ever touched your company. What follows is my honest attempt to provide you with an educated guess at what the next decade holds, not as a futurist, but as a practitioner who has to make real decisions in the present using signals already visible today. ## The death of the monolithic corporate brand The idea that a company's brand lives primarily in its visual identity, its advertising, or its official communications channels is already on life support. What’s replacing it is both more human and more technological: a distributed brand ecosystem where the organization itself is only one element, and increasingly not the most trusted one. By 2036, [brand trust](https://www.cmoalliance.com/building-brand-trust-in-a-new-era-of-data-privacy/) will be radically decentralized. Buyers will default to the signal they find hardest to fake: real human beings who genuinely know something and are visibly associated with a company. This is not a prediction; it’s already the direction of travel. A recent [Refine Labs data study](https://www.refinelabs.com/article/personal-linkedin-engagement-vs-company-page) found that personal LinkedIn profile content often generates **five times** more engagement than company page content. [Bain & Company](https://www.bain.com/insights/the-magic-of-founder-led-companies-snap-chart/) found that founder-led companies outperformed the S&P 500 by more than **two times** over the past decade. The writing is on the wall. By 2036, your company's most valuable brand asset will not be trademarked. It will be the person on stage, in the [podcast](https://www.cmoalliance.com/cmo-convo-podcast/), in the LinkedIn feed, in the long-form YouTube video, the human whose reputation has become indistinguishable from your organization's promise. [!["By 2036, your company's most valuable brand asset will not be trademarked. It will be the person on stage, in the podcast, in the LinkedIn feed, in the long-form YouTube video, the human whose reputation has become indistinguishable from your organization's promise." – Bonnie Habyan](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/06/Bonnie-Habyan-----most-valuable-brand-asset-.png)](https://www.cmoalliance.com/what-branding-will-look-like-in-2036) What changes dramatically over the next decade is the infrastructure available to build and amplify those human brands at scale. The AI systems that will make hyper-personalized brand experiences achievable for companies of any size are already being built. ## Leaders as living brand assets: The rise of personal brand capital People follow people. I know that sounds simple, almost too simple for a piece about AI and [the future of branding](https://www.cmoalliance.com/in-the-age-of-ai-your-brand-is-your-only-true-advantage/). But I keep coming back to it because it’s the one truth that all the technological change of the next decade will amplify rather than replace. The brands that will win are the ones where real human beings – leaders, founders, [subject matter experts](https://www.cmoalliance.com/why-brand-is-everyones-job-a-guide-to-building-an-authentic-thought-leadership-strategy/) – are visibly and consistently connecting with buyers. We already see it happening. [Karen Chalmers](https://www.linkedin.com/in/kareneachalmers/), Vice President of Marketing & Partnerships at interVal, a SaaS platform that gives accounting firms, financial institutions, and wealth advisors automated insights for SMB clients, framed the shift succinctly: > “Humans instinctively trust other humans more than monolithic brands, and now the algorithms reward people more than brands too.” She argues the strongest organizations will not treat brand as a centralized corporate function, but as something distributed across employees, executives, and subject matter experts alike. > “People buy from people they trust. Even in B2B, it’s still person to person.” ### Marc Benioff: The power of founder-led growth at Salesforce And in many businesses, the leader is the brand. Take Marc Benioff at Salesforce. To many investors, Salesforce simply is Benioff. As one J.P. Morgan analyst [put it](https://fortune.com/longform/marc-benioff-salesforce-slack-acquisition-diversity-inclusion-fortune-500/): > "Marc can't live separately from Salesforce. This is his identity." How does the industry account for Benioff’s brand equity? His personal brand, built on values-first leadership, stakeholder capitalism, and a willingness to take public positions most CEOs avoid, became the company's brand and a meaningful driver of its ecosystem. That ecosystem of businesses, consultants, and app developers was [projected](https://www.salesforce.com/uk/news/press-releases/2021/09/20/idc-salesforce-economy-2021/) to generate **$1.6 trillion** in new revenue between 2020 and 2026\. More recently, Benioff turned a routine quarterly earnings call into an [influencer-style livestream](https://finance.yahoo.com/markets/stocks/articles/salesforce-ceo-marc-benioff-turned-070000208.html?guccounter=1&guce%5Freferrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce%5Freferrer%5Fsig=AQAAAL9Q0XgufLaEjVc%5FdyQPFxEdkxl2y6t9jO0gVocHNYbJZX%5FsZbg6QYZ9xzUV-Cl6lrAeQM9T6iygm9a-ZrhhAy32svrAVDW56tUVKAc9DGFGuprokCNIf%5FYPBdejwkpaqsxsT15vf5aqEhJpsWy11llteD6WiaEv3GI7VPenZqRY) from the top of the Salesforce Tower: broadcast-quality microphone, YouTube stream, customer interviews. [![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/06/leaders-on-social-media.png)](https://www.cmoalliance.com/what-branding-will-look-like-in-2036) Source: Beyond the CEO: "[The power of leadership voices on social media](https://fticommunications.com/beyond-the-ceo-the-power-of-leadership-voices-on-social-media/)", FTI Consulting A [Fortune cover story](https://fortune.com/2025/04/07/executives-social-media-digital-presence-online-leadership-ceos/) noted that **92%** of professionals say they are more likely to trust a company whose senior leaders are active on social media. Benioff has understood that longer than most. He’s both the proof of concept and, it should be said, the cautionary tale. When his public persona missteps, the brand feels it immediately. That two-sided risk is precisely what makes a leader brand so powerful and so consequential. ### Drew Arciuolo and VKTRY: When personal brand drives acquisition Then there’s [Drew Arciuolo](https://www.linkedin.com/in/drew-arciuolo/) at [VKTRY](https://vktry.com/), a sports performance company known for its patented carbon-fiber performance insoles used by athletes at every level. The example that follows is closer to the ground and, for many of us running marketing functions at growing companies, more instructive, more grassroots, and more real, as it’s a true example of how brands break through. Drew is VP of Marketing at VKTRY. When he joined the family business full time after graduating as a Division I baseball player in 2018, VKTRY was still relatively unknown. The company had a differentiated product and strong technology, but limited visibility. Drew built his own visibility alongside the brand. He spent 115 days a year on the road capturing authentic athlete reactions on video, building a content engine that eventually generated millions of organic impressions per day. He also narrowed the company's focus from a broad athletic audience to highly engaged performance niches, helping the brand build a loyal following through direct-to-consumer channels and athlete-driven storytelling. The strategy worked. In May 2026, VKTRY was acquired by Scholl’s Wellness Company, parent company of Dr. Scholl’s, in a deal that positioned the brand as a high-growth leader in the athletic performance category. The acquiring company [cited](https://www.prnewswire.com/news-releases/yellow-wood-partners-portfolio-company-scholls-wellness-company-dr-scholls-acquires-performance-insole-and-footwear-innovation-company-vktry-302777347.html) VKTRY’s “viral e-commerce business,” “hyper-loyal customer base,” and authentic connection with athletes as key drivers behind the acquisition. Drew himself became a recognized voice in the DTC marketing community, speaking at industry events and appearing on podcasts that drove awareness of both his own brand and VKTRY's. His personal brand and the company brand grew together, each amplifying the other. You don’t need to be a billion-dollar CEO for this to work. You need to show up, build genuine trust with a real audience, and let the compounding do the rest. ### Why personal brand capital is the next frontier for CMOs These examples are not outliers. They’re early signals of a structural shift. By 2036, the most strategically important question in a CMO's annual plan will not be "What is our creative platform?" It will be: "Whose [personal brand](https://www.cmoalliance.com/from-invisible-to-influential-personal-branding-for-cmos/) is our growth engine, and how do we build the infrastructure around it?" We’re entering the age of what I call personal brand capital: the measurable brand equity that individual executives and thought leaders accumulate through their public presence, and its direct correlation to company revenue. This is not a vanity exercise. Within a decade, private equity firms, acquirers, and public market investors will have models that price personal brand capital as a distinct asset class on the balance sheet. The mechanics of building leadership brands will look very different by 2036\. AI will function as a permanent partner in the process. Not replacing the human voice, but dramatically lowering the effort required to maintain consistent public presence. A CEO who today publishes two articles a quarter will be able to sustain a weekly cadence without sacrificing quality, because AI handles the structural labor while the human brings the genuine insight and editorial judgment. The human stays in the driver's seat. AI handles the engine. Beyond content production, AI will handle what I think of as the signal layer: monitoring which content themes are gaining traction with specific audience segments, which speaking formats are converting for different [buyer personas](https://www.cmoalliance.com/rethinking-buyer-personas-a-modern-approach-for-effective-marketing/), which relationships in a leader's professional network are warming or cooling. Those insights surface in real time so a leader's public presence stays calibrated to market opportunity rather than running on instinct alone. ****A NOTE ON THIS ARTICLE: LIVING PROOF** I want to be transparent about something directly relevant to this argument: this article is evidence of exactly what I am describing with respect to leveraging AI. I used AI to help write it. Not to generate ideas I do not have, but as a thinking partner. A back-and-forth brainstorm. A structural collaborator that helped me move from the thoughts in my head to the piece you are reading now, faster and more clearly than I could have done working alone. The ideas, the perspective, the pattern recognition sitting behind every paragraph: those are mine. The AI helped me scale them into something worth your time. That is the point. That is the future. And for those wondering whether this changes the authenticity of what you have read: I would argue it does the opposite. It freed me to focus entirely on the substance. ## AI-powered hyper-personalization: When the brand knows you Let me be direct about this one, because it is the shift I’m most confident in: hyper-personalization will be the norm. Not a differentiator. Not a premium capability. The baseline expectation. [!["yper-personalization will be the norm. Not a differentiator. Not a premium capability. The baseline expectation." – Bonnie Habyan](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/06/Bonnie-Habyan-----hyperpersonalization-1.png)](https://www.cmoalliance.com/what-branding-will-look-like-in-2036) And I want to say something I don’t hear discussed enough in CMO conversations: your CRM stopped being a list of names about five years ago. Most organizations have not fully absorbed that yet, but it’s true. With the emergence of AI, your CRM has become the absolute brain of your company, an intelligence engine with near-endless capacity to help you understand every step of the buying process in ways we simply never had available before. The prospect journey, the client relationship, the renewal conversation, the upsell opportunity – your CRM now holds a living, learning map of all of it. Companies that still treat it as a contact database are leaving extraordinary competitive advantage on the table. This reframe matters because it is the foundation for what hyper-personalization actually means in practice. It means a complete dismantling of the assumption-based marketing that has defined our profession for decades. We’ve always built personas: semi-fictional composites constructed from surveys, focus groups, and whatever behavioral data we could stitch together. The truth is that most personas are educated guesses dressed up in PowerPoint. By 2036, with AI and data genuinely converging, we’ll no longer guess. We’ll know. ### From personas to precision: What the research tells us McKinsey's landmark [Next in Personalization study](https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying) found that companies growing faster drive **40%** more of their revenue from personalization than their slower-growing counterparts, and that personalization consistently produces **10 to 15%** revenue lift, reaching as high as **25%** for the most capable organizations. BCG and Harvard Business School's David Edelman put a precise number on the opportunity in their 2024 book *Personalized: Customer Strategy in the Age of AI*. A **$2 trillion** [prize](https://www.bcg.com/capabilities/marketing-sales/personalized-customer-strategy-in-the-age-of-ai) is available to companies that get this right. [A BCG survey](https://www.bcg.com/publications/2024/what-consumers-want-from-personalization) of 23,000 global consumers found that more than 80 percent want personalized experiences, yet two-thirds have received personalization that felt inappropriate, inaccurate, or invasive. That gap between expectation and execution is the opportunity. Gartner took it further in early 2026, [predicting](https://www.gartner.com/en/newsroom/press-releases/2026-01-15-gartner-predicts-60-percent-of-brands-will-use-agentic-ai-to-deliver-streamlined-one-to-one-interactions-by-2028) that **60%** of brands will use agentic AI to deliver streamlined one-to-one interactions by 2028\. Their senior researcher put it plainly: > "This marks the end of channel-based marketing as we know it." Writing in Harvard Business Review, HBS professors Julian De Freitas and Elie Ofek [made the case](https://hbr.org/2024/09/how-ai-can-power-brand-management) that AI's role in brand management goes well beyond automation. It fundamentally changes what brand management can know and do, enabling a level of individual insight that no human team could previously achieve at scale. The implication is a transformation in the quality of a brand's understanding of the people it serves. > "In 2036, your brand will not have one voice. It will have a million, each one calibrated to the individual receiving it, in the channel they prefer, at the moment they are most receptive, with the message most relevant to where they actually are in their journey." The [style guides](https://www.cmoalliance.com/brand-style-guide-example-framework/), tone of voice documents, and message hierarchies that CMOs have spent careers perfecting won’t disappear, but they will function differently. Rather than prescribing a single voice that speaks to everyone, they’ll establish the values envelope within which AI-generated personalized communications must operate. Brand governance becomes about protecting authenticity at the edges, not enforcing uniformity at the center. ### Four priorities that separate the CMOs of 2036 from the rest And here is what makes this personally urgent for me right now. As a CMO, I’m dead focused on figuring out exactly this: how to leverage and [scale AI](https://www.cmoalliance.com/ai-adoption-paradox/) in ways that are operationally grounded and commercially meaningful. Four things keep me up at night and get me out of bed in the morning: 1. **Understand our clients' pain points like never before:** Not the pain points we assume they have. Not the ones they mentioned in last year's discovery call. The ones they are living with right now, that they may not yet have language for. AI gives us the first genuinely powerful tools to get there. 2. **Personalize our value to them:** Not a personalized subject line. Not a mail merge. Genuine personalization of the value proposition itself, calibrated to what this particular client actually cares about at this particular moment in their journey. 3. **Message our differentiating factors better:** Most companies, including very good ones, are not communicating what actually makes them different. They are communicating what they think sounds impressive, which is not the same thing. AI helps us get closer to the truth of our differentiation and find language that makes buyers feel it. 4. **Do all of it as meaningfully and credibly as possible:** Metrics are secondary to me right now. I know that is not what most CFOs want to hear. But if we build the systems, the intelligence infrastructure, the [personalization](https://www.cmoalliance.com/personalization-in-marketing-automation/) capability, the human brand platforms, the metrics will follow. Building for the next decade is the priority. The numbers will catch up. That orientation, systems before scorecards, is what I think separates CMOs who will lead their organizations into 2036 from those who will be explaining why last quarter's campaign underperformed. ## Why strategic implementation matters now Forward-thinking CMOs should begin building [personal brand](https://www.cmoalliance.com/personal-branding-how-to-overcome-the-fear-and-embrace-the-journey) programs now – not as a social media initiative, but as a revenue infrastructure investment. The companies that systematize this in 2026 and 2027 will have a three-to-five year compounding advantage over those who wait for the market to force their hand. [!["Forward-thinking CMOs should begin building personal brand programs now – not as a social media initiative, but as a revenue infrastructure investment." – Bonnie Habyan](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/06/Bonnie-Habyan-----personal-brand-1.png)](https://www.cmoalliance.com/what-branding-will-look-like-in-2036) [Steve Keifer](https://www.linkedin.com/in/stevekeifer/), Chief Marketing Officer of Ordway, a finance automation platform for recurring revenue billing and revenue recognition, believes the deeper issue is not just personalization, but declining institutional trust itself. “Buyers are educated on marketing tactics. They know online reviews, search results, and analyst reports can be manipulated or subsidized.” As a result, buyers increasingly trust peers more than polished corporate messaging, turning instead to networking events, private Slack communities, Zoom conversations, and customer advocacy networks for recommendations. Keifer argues these authentic, word-of-mouth ecosystems, what many marketers now call dark social, will only grow more influential in the age of AI. He’s right. The more synthetic and automated the information environment becomes, the more valuable trusted human recommendation becomes. AI may scale distribution, but trust will remain stubbornly human. The brands that will win the next decade are not those that personalize most aggressively, but those that personalize most trustworthily. As AI capabilities expand, consumer sensitivity to manipulation will sharpen in parallel. The organizations that use data to genuinely serve rather than extract will build durable loyalty. The others will be filtered out. ## AI influencers: The question no one wants to ask directly It would be intellectually dishonest to write a piece about branding in 2036 without addressing AI influencers directly. They already exist. They’re already generating revenue. By 2036, they will be more sophisticated than anything we can currently imagine. The trajectory is clear. AI-generated personas, some fully synthetic, some digital twins of real executives or creators, will be viable brand ambassadors for certain product categories and certain audience segments. They offer availability, consistency, cost efficiency, and unlimited scalability. A fully AI brand ambassador never has a scandal, never goes off-message, never demands a renegotiated contract. And yet I would argue that the rise of AI influencers will ultimately increase the premium on demonstrably human, authentic brand voices. As synthetic content floods every channel, the emotional value of genuine human presence and genuine human vulnerability will increase sharply. Authenticity will become scarce. Scarcity creates premium. The most sophisticated brands of 2036 will use AI influencers and synthetic content strategically – for reach, for efficiency, for 24/7 presence in markets where speed matters more than depth. They’ll simultaneously invest heavily in the human voices that create irreplaceable trust and category authority. The brands that go all-synthetic will discover, in due course, that they have optimized themselves into a commodity. The disclosure imperative is not optional. By 2036, the regulatory environment around AI-generated brand content will have matured significantly. Brands that try to pass synthetic influencers or AI-generated testimonials as human will face legal exposure and the far more damaging reputational consequence of getting caught. Transparency is both the ethical and the commercially smart choice. ## The channel landscape in 2036: Branding in proliferating media What I tell my team is this: hang in there. I know things are moving fast. That can feel overwhelming when you’re trying to hit quarterly targets and simultaneously figure out what your channel strategy looks like in three years. But here’s what I genuinely believe: if we structure ourselves operationally to build our own AI-leveraged ecosystem, customized to our business, our clients, and our specific market, we’ll reap benefits that teams chasing individual channel metrics never will. The companies that will own their categories in 2036 are the ones building that infrastructure now, not the ones optimizing last quarter's numbers. [!["f we structure ourselves operationally to build our own AI-leveraged ecosystem, customized to our business, our clients, and our specific market, we’ll reap benefits that teams chasing individual channel metrics never will." – Bonnie Habyan](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/06/Bonnie-Habyan-----AI-ecosystem-1.png)](https://www.cmoalliance.com/what-branding-will-look-like-in-2036) My message is not to panic about which [channels](https://www.cmoalliance.com/cmo-channel-strategies/) are rising or falling; it’s to stop being so focused on today's metrics and start positioning for the future. Because here is what that future looks like: when you’ve built the right AI-connected systems, the data and intelligence flowing through them will give you more control over those metrics than you have ever had – not less. The irony is that the path to better measurement runs directly through the work that feels hardest to justify in a dashboard today. ### Stop planning for channels. Start building infrastructure. The channel landscape itself will keep fragmenting at a pace none of us can fully plan for. Brand touchpoints will include environments that don’t yet have stable names. AI-mediated conversations where an intelligent assistant recommends your company to a prospect who never ran a conventional search. Spatial brand experiences in mixed reality environments. Generative audio and video formats where brand content is assembled in real time rather than distributed as fixed assets. Consider what we’ve already lived through: TikTok did not exist in a meaningful form fifteen years ago. Podcasting as a mainstream brand channel is barely a decade old. Now apply that velocity to the next ten years and try to plan for specific channels. You can’t. What you can do is build the kind of AI-connected marketing infrastructure that finds your audience wherever they are, without you having to guess in advance where that will be. Harvard Business Review's March 2026 piece "[Preparing Your Brand for Agentic AI](https://hbr.org/2026/03/preparing-your-brand-for-agentic-ai)" put a striking number on how fast this is already happening: two-thirds of Gen Z and more than half of Millennials have already started using large language models to research products. Brands that have not thought carefully about what their company looks like inside an AI recommendation are already behind. As the authors found when analyzing how leading AI models represented major liquor brands, incomplete or incorrect AI data can lead to serious misrepresentation without a brand even knowing it is happening. ### From SEO to GEO: why your brand's AI presence is already falling behind The most consequential channel shift to plan for is one already underway but not yet fully appreciated by most brand leaders: the rise of AI as the primary discovery and recommendation layer. As large language models become the first point of contact for an increasing share of research and purchase journeys, the question "what does our brand look like on Google?" gets supplemented by an equally important one: “what does our brand look like to an AI recommending solutions to our target buyer?” Search engine optimization has an AI-native equivalent, call it generative engine optimization, and the brands that understand this in 2026 will have a structural advantage that compounds for years. The implication is not that brands must be everywhere – that path leads to diffusion and incoherence. It means brand architecture must become modular and principle-based. If your brand can only be expressed through the formats and channels you planned for, it will be left behind by every new surface that emerges. The brands that thrive in 2036 will be those whose identity is so clearly defined at the values level that it translates coherently across formats that did not exist when the guidelines were written. ## The organizational shift: Brand as infrastructure, not as an intangible This is the one I’m most personally invested in, because it gets at something that has frustrated me for the better part of a career: the perpetual struggle to prove the value of brand investment in the language that CFOs and boards actually speak. Marketing departments will become more scientific. Full stop. The ability to custom-build systems, ingest proprietary knowledge, pinpoint data at the individual account level, and connect brand activity to revenue outcomes will fundamentally change what it means to run a marketing organization. What has historically been treated as an intangible asset on the balance sheet, something you feel in the room but cannot quite put a number on, will become quantifiably tied to growth metrics in ways that have simply not been technologically possible before now. The ROI question that marketers have been asked to answer for decades, and have often had to answer with proxies, attribution models full of assumptions, and a certain amount of hand-waving, will get genuinely easier to address. Not because the question becomes simpler, but because the data infrastructure to answer it honestly will finally exist. AI systems that can connect the dots between a prospect's first brand touchpoint and their eventual purchase decision, across a complex multi-channel journey that unfolds over months, will give CMOs a level of evidentiary confidence that changes the boardroom conversation entirely. The CMO of 2036 will not be asking for budget based on brand awareness scores and share of voice. They will be showing a direct line from brand investment to pipeline, revenue, and long-term customer value, with the data to back every claim. [!["The CMO of 2036 will not be asking for budget based on brand awareness scores and share of voice. They will be showing a direct line from brand investment to pipeline, revenue, and long-term customer value, with the data to back every claim." – Bonnie Habyan](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/06/Bonnie-Habyan-----CMO-of-2036--1-.png)](https://www.cmoalliance.com/what-branding-will-look-like-in-2036) In practical terms, the systems, data pipelines, AI tools, and governance frameworks that produce and maintain brand experience will be as fundamental to the company's operations as its technology stack or its financial reporting systems. Every customer-facing team – sales, customer success, product, HR – will have brand tooling embedded in their workflows. The CMO's most important conversations will be with the CTO and the CFO, not about budget allocation but about data architecture and measurement strategy. The brands that will define their categories in 2036 are being built today. Not in creative reviews, but in data strategy meetings, AI capability roadmaps, and decisions about which humans to invest in and build platforms around. The window is open. It will not stay open indefinitely. Nobody has the full picture of what 2036 looks like. But from where I sit, the direction of travel is clear, and the decisions being made right now will determine who leads and who follows when we get there. The foundations are being built today. Hyper-personalization. Human-led brand presence. Scientific marketing measurement. Channel intelligence that replaces guesswork with precision. These are not distant ambitions. They’re the investments that separate category leaders from the rest. The next decade will reward those who start now. ### Taste is your new moat: The CMO’s role in stopping the spread of AI slop URL: https://www.cmoalliance.com/stopping-the-spread-of-ai-slop/ Last updated: 2026-06-19T15:00:57.000Z Taste is the one thing that sets great content, [great creative](https://www.cmoalliance.com/the-creative-leadership-framework-cmos-need-for-2026/), and great execution apart from everything else right now. Thanks to AI, anyone can produce more [content](https://www.cmoalliance.com/stop-creating-funnel-content-build-for-the-loop/), faster and cheaper than ever before. The only real moat left is whether what you put out into the world is actually any good. In this article, I'll share everything you need to know to use AI without sacrificing quality. Here’s what we’ll cover: - Why "AI-generated" isn't the real definition of slop (and what actually is) - How the content marketer's role is shifting - What a modern AI-integrated content team can realistically achieve - Why taste is now your most valuable marketing asset - What CMOs specifically need to do to lead this change ## The AI slop problem By most measurements, we now have [as much AI-generated content online as human-written content](https://graphite.io/five-percent/more-articles-are-now-created-by-ai-than-humans), and that's after only three years of tools like ChatGPT. Google and LinkedIn have both started responding. In May, Google rolled out a major core update. Meanwhile, LinkedIn announced its own [crackdown on AI slop](https://www.independent.co.uk/tech/linkedin-ai-slop-posts-b2980848.html). You can already see the effect on the LinkedIn feed: fewer of the same recycled templates making it to the front. If you're on the "create and post, create and post" treadmill, this is going to shake things up. [![A presentation slide on a blue background showing a screenshot of an Independent article headlined "LinkedIn cracks down on 'AI slop' posts and comments," alongside the words "Google, LinkedIn, slop crackdown" and a hand holding a sign that reads "Who's excited?"](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/06/data-src-image-628fb55d-3307-41d1-a074-19952af7ee27.png)](https://www.cmoalliance.com/stopping-the-spread-of-ai-slop) So, what is slop, really? Most people would say slop is [AI-generated content](https://www.cmoalliance.com/why-ai-cant-replace-human-creativity/). That's the easy answer, and it's mostly wrong. There's never been a shortage of bad content on the internet. I've seen very good teams produce very bad blogs. They analyze the top five ranking articles on Google, write something nearly identical, add no extra value, and hope to rank. That's also slop. It just happens to be human-made slop. I'll go further and say something that might rub people the wrong way: AI writes better than most humans. It can’t write better than good writers, who spend years honing their craft. However, a lot of people had never seriously picked up a pen before AI showed up, and now they’re churning out content like nobody’s business. The AI writes more cleanly than they ever could. Yes, it uses a lot of em dashes because it was trained on academic writing, books, and formal publications. But it reads well, technically speaking. Slop isn't created by AI. Slop is created by humans who publish carelessly. They open ChatGPT, type "write me a post about X", paste the output into LinkedIn, and hit post. That's slop – not because AI made it, but because no thought, no strategy, and no taste went into it. [![A presentation slide on an acid green background with the words "Slop central" written in graffiti-style blue lettering, alongside five bullet points listing the causes of AI slop: no strategy, no systems thinking, no process, no governance, and bad input.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/06/data-src-image-5f7a5932-2b58-4bca-a678-22466b440481.png)](https://www.cmoalliance.com/stopping-the-spread-of-ai-slop) Think of a calculator. If you punch in two plus two and hit equals, you get four. If you punch in two plus divide two and hit equals, you get an error. The calculator works fine, but the human input was bad. Large language models work the same way. Poop in, poop out. Gold in, gold out. The deeper problem is that most people are outsourcing their thinking to LLMs, but LLMs don't think. They predict the next best word in a sentence based on probability. That's it. The earliest version of this most of us encountered was Gmail's autocomplete, finishing your sentences in ways that were almost always slightly wrong. That's still essentially what's happening, just with vastly more context. For expert insights like this straight to your inbox twice a month, sign up for Pro+ membership. You'll also get access to a range of certifications, a complimentary Summit ticket, 50+ tried-and-true templates, members-only workshops, and **much* more. So, what are you waiting for? [Fast-track your marketing career ](https://www.cmoalliance.com/pro-plus-membership/?utm%5Fsource=ghost&utm%5Fmedium=resources&utm%5Fcampaign=content) ## The "bring your own tools" problem There's another factor making the slop crisis worse. In a LinkedIn poll I ran recently, around **70%** of people admitted to using personal AI tools for company work. [![A screenshot of a LinkedIn poll on a, acid green background asking "Do you use your personal AI tools for work?" with 70% of 179 respondents answering yes.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/06/data-src-image-7e0b0f2b-9f80-4321-b217-48531db7d85a.png)](https://www.cmoalliance.com/stopping-the-spread-of-ai-slop) This is why slop spreads inside organizations. Leadership keeps saying, "You have AI now, you should be faster," without giving their teams proper tools or guardrails. So, people open a personal ChatGPT, crank out the work, and publish. What content teams used to look like Back in 2023, which is only three years ago but feels like a different era, a typical content department looked something like this: - An [SEO](https://www.cmoalliance.com/search-is-changing-google-ai-mode/) person (could be a freelancer or in-house) - A content director setting strategy - An editor (hopefully!) - An intern or junior content writer looking after social media (founder-led marketing wasn't really a thing yet) - A few designers - Maybe a PR person - A handful of writers - A webmaster locked in a never-ending battle between WordPress and their own sanity A team like that would put out roughly one blog per writer per week. Five writers, five or six blogs a week (sometimes less if you were tackling a long skyscraper piece). [![A presentation slide on a blue background showing a photo of a busy open-plan office, surrounded by role labels representing a typical 2023 content team: content director, editor, social media intern, two designers, PR expert, three content writers, SEO specialist, and webmaster.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/06/data-src-image-9c3d2cc0-5b54-4185-b721-522e64a75aea.png)](https://www.cmoalliance.com/stopping-the-spread-of-ai-slop) The biggest problem with that team was brand consistency. Getting five to ten human beings to write in the same tone is nearly impossible. You can have the best brand bible in the world, and humans will still drift. AI is more consistent than humans. That's part of why we can spot slop so easily, because the patterns repeat: Lists of three, em dashes, "it’s not X – it’s Y". LLMs are pattern machines. If you tell them not to use an em dash, you're essentially asking them to fight their own training. So, if AI writes more consistently than humans, and arguably better than the median human writer, the real question becomes how you put it to work properly. ## What my content department looks like now _This post is for paying subscribers only._ ### Demand generation vs. lead generation: What CMOs need to understand URL: https://www.cmoalliance.com/demand-generation-vs-lead-generation-what-cmos-need-to-understand/ Last updated: 2026-06-17T12:00:02.000Z If your pipeline is mostly built on form fills, it's probably more fragile than your dashboard is letting on. I've worked with enough B2B [marketing teams](https://www.cmoalliance.com/how-will-marketing-teams-change-within-the-next-five-years/) to recognize the pattern. On paper, leads are coming in. MQL targets are being hit. Cost per lead is within range. But something feels off, and when you dig into pipeline contribution, conversion rates, or just have an honest conversation with sales, the cracks start to show. Here's the thing: that's rarely a channel problem. It's a strategy problem. And at the heart of it is a distinction that's still widely misunderstood. The difference between [demand generation and lead generation](https://www.cmoalliance.com/transitioning-from-lead-generation-to-demand-generation-a-case-study/). ## Let's define lead gen and demand gen properly I'll keep this simple, because the confusion usually starts with people using the terms interchangeably. [Lead generation](https://www.cmoalliance.com/what-is-lead-generation-in-marketing-a-guide/) captures demand that already exists. Buyers are in-market, actively searching and comparing. Your job is conversion: forms, landing pages, high-intent offers. [Demand generation](https://www.cmoalliance.com/demand-gen-vs-lead-gen-difference/) works earlier. It's about helping buyers understand their problem before they're ready to speak to anyone. It's about building genuine trust, shaping how people think, and being useful long before there's a deal to be done. [![Infographic titled "Lead gen vs. demand gen". Lead generation. Captures existing demand. Buyers are already searching. Your job: convert. Forms, landing pages, high-intent offers. Demand generation: Creates future demand. Buyers don't know they need you yet. Your job: educate. Trust, thought leadership, useful content.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/06/Lead-gen-vs-demand-gen--1-.png)](https://www.cmoalliance.com/demand-generation-vs-lead-generation-what-cmos-need-to-understand) The analogy I keep coming back to: **lead generation is harvesting, demand generation is farming**. Both matter, but most teams are heavily over-optimized for harvesting, and barely invest in actually growing the crop. ## How the lead gen vs demand gen imbalance shows up (and yes, I've seen all of these) ### Lead volume looks fine. Pipeline quality doesn't. In my current role leading demand generation and go-to-market at Jisc, a £150M+ revenue environment, we went through this exact reckoning. We were generating consistent lead volume through gated content and [paid campaigns](https://www.cmoalliance.com/the-complete-guide-to-driving-lead-generation-with-paid-social-media-ads/). Everything looked healthy from a reporting standpoint. But when we looked at what was actually converting into qualified opportunities, the picture was messier. Sales were flagging that conversations weren't landing well. Buyers weren't ready. We hadn't done enough work earlier in the journey to shape understanding before the point of capture. Once we shifted focus toward earlier-stage demand creation, more ungated content, stronger problem framing, content built to educate rather than convert, the lead volume actually dropped. But the quality improved. Conversations got better. Pipeline followed. Less volume, better outcomes. That's a hard sell to a board used to tracking MQLs, but it's the right call. ### Cost per lead keeps climbing with no proportional return. When you rely heavily on paid acquisition, you're essentially competing with every other vendor for the same narrow pool of in-market buyers. We saw this during planning cycles where increasing spend just made leads more expensive, not more plentiful or more valuable. The shift came when we started investing more in [demand creation alongside capture](https://www.cmoalliance.com/demand-gen-vs-demand-capture-whats-the-difference/). Engaging a broader audience earlier meant we weren't so dependent on expensive high-intent channels. You can't harvest your way out of a rising CPL problem. You have to expand the pool, not just chase it harder. [![Four signs you're over-indexing on lead generation: Lead volume looks fine. Pipeline quality doesn't. Cost per lead keeps climbing with no proportional return. Sales stops trusting marketing. Everything valuable sits behind a gate.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/06/4-signs-you-re-over-indexing-on-lead-generation.png)](https://www.cmoalliance.com/demand-generation-vs-lead-generation-what-cmos-need-to-understand) ### Sales stops trusting marketing. This one's subtle, but it's a real warning sign. It shows up as slower follow-up on marketing leads, lower prioritization, and sales reps increasingly relying on self-sourced pipeline. It's rarely about effort. It's about trust, or the lack of it. And it almost always traces back to marketing optimizing for volume while sales cares about quality. The turning point, in my experience, comes when both teams stop talking about leads and start talking about [pipeline](https://www.cmoalliance.com/revenue-and-pipeline-ownership-sales-vs-marketing/). Shared metrics, shared definition of a good opportunity. That's when things start to repair. ### Everything valuable sits behind a gate. Earlier in my career, I leaned hard into gated content. It generates contacts, yes. But it also limits reach and actively reduces the trust-building you need to do upstream. The buyers I want to reach are self-educating. They want to make their own decisions before they ever speak to sales. If every useful piece of content requires a form, you're not building a relationship with them. You're just annoying them. Shifting to more open, genuinely useful content made a real difference. More engagement, better-informed leads when they did convert. [!["If every useful piece of content requires a form, you're not building a relationship with buyers. You're just annoying them." – Fatmir Hyseni Marketing Business Partner, Jisc](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/06/Fatmir-Hyseni------gating-content.png)](https://www.cmoalliance.com/demand-generation-vs-lead-generation-what-cmos-need-to-understand) ## What a more balanced demand strategy looks like I think about building a balanced strategy as a simple four-part system. ### Step 1: Create demand This is where you build awareness and trust with people who aren't in-market yet. At Jisc, that's meant investing in sector-specific insights, content that addresses how buyers actually think about their problems rather than how we'd like them to, [thought leadership](https://www.cmoalliance.com/10-steps-to-implement-your-very-own-thought-leadership-strategy/), organic social, and events. The goal isn't immediate conversion. It's to be genuinely useful early, so that when someone enters an active buying phase, the relationship is already there. [![Building a balanced demand strategy. Step 1: Create demand. Step 2: Capture demand. Step 3: Convert demand. Step 4: Expand demand.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/06/Building-a-balanced-demand-strategy.png)](https://www.cmoalliance.com/demand-generation-vs-lead-generation-what-cmos-need-to-understand) ### Step 2: Capture demand Once buyers move into consideration mode, this is where your [search-driven content](https://www.cmoalliance.com/how-ai-is-reshaping-search-in-2025/), paid search, and high-intent landing pages earn their keep. These tactics work dramatically better when you've done the upstream work. You're not fighting for attention from scratch; they already know who you are. ### Step 3: Convert demand Conversion is less about clever tactics and more about [alignment between marketing and sales](https://www.cmoalliance.com/sales-and-marketing-alignment-boosts-revenue-generation/). Clearer positioning, shared context, faster follow-up. When both teams are working from the same picture, this part tends to improve on its own. ### Step 4: Expand demand Don't sleep on this one. Customer advocacy, referrals, and community often outperform paid channels on both efficiency and trust. Your existing customers are frequently your strongest demand generation asset, and also the most underused. ## The implications for CMOs If you're serious about building a better balance between lead gen and demand gen, three things need to change. ### Budget allocation needs honest scrutiny. Most B2B [marketing budgets](https://www.cmoalliance.com/where-are-marketing-budgets-being-spent/) are still skewed heavily toward capture. The teams seeing the strongest pipeline performance are rebalancing, investing more in earlier-stage demand creation to build something more durable. You cannot harvest what you haven't planted. ### Your team structure probably needs to evolve. Demand generation requires different capabilities from campaign execution: content and storytelling, audience development, organic and [community-led growth](https://www.cmoalliance.com/making-your-customers-your-growth-priority/). In practice, it means thinking more like a media company than a demand capture engine. That's a cultural shift as much as a structural one. ### Metrics need to reflect revenue, not activity. MQLs are easy to track. They're also a poor proxy for marketing's actual impact. Pipeline generated and influenced, conversion rates, sales velocity, and engagement from target accounts tell a far more honest story. ## Bringing it together [Demand generation](https://www.cmoalliance.com/6-steps-for-powerful-demand-generation/) and lead generation aren't competing with each other. You need both. However, they're not equal in impact, and they're not interchangeable. Lead generation captures existing demand. Demand generation creates future demand, builds trust, shapes buyer preference, and does the slow work that makes everything downstream easier. Teams that over-index on lead generation end up on a treadmill: chasing short-term results, watching costs rise, delivering inconsistent pipeline. Teams that invest seriously in demand creation build momentum. They show up earlier in the buyer journey. They convert more effectively. They build pipeline that's actually predictable. [!["Teams that invest seriously in demand creation build momentum. They show up earlier in the buyer journey. They convert more effectively. They build pipeline that's actually predictable." – Fatmir Hyseni Marketing Business Partner, Jisc](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/06/Fatmir-Hyseni------investing-in-demand-gen.png)](https://www.cmoalliance.com/demand-generation-vs-lead-generation-what-cmos-need-to-understand) The shift isn't really tactical. It's a mindset change from asking "how do we capture more demand?" to "how do we create it in the first place?" ## One final thought The companies with the strongest pipelines right now aren't just better at generating leads. They've done the work so that when a buyer is finally ready to act, choosing them already feels like the obvious decision. That doesn't happen by accident. And it definitely doesn't happen from a form fill alone. ### How CMOs can justify their financial investments URL: https://www.cmoalliance.com/how-cmos-can-justify-their-financial-investments/ Last updated: 2026-06-18T16:09:23.000Z As a CMO, it’s up to you to prove exactly how marketing contributes to the bottom line. That's where things can get a little complicated because buyers don't always follow a straightforward path to purchase. Some might go through social media or search, podcasts, referrals, and private communities, etc., before they ever convert, and a lot of those touchpoints are impossible to track fully. But try explaining that in a board meeting, and you’ll still get the same question: *“So what’s our ROI?”* --- ### **Key learning points** - Most CMOs still rely on first-touch (36.1%) and last-touch (31.2%) attribution (despite modern journeys being multi-touch and non-linear). - Data integration (61%) and accurate data collection (53.7%) remain the biggest barriers to proving marketing ROI. - Paid search (53%) and SEO (42.3%) are still perceived as the highest-ROI channels. - The strongest measurement approach combines CRM data (used by 66.7% of marketers), attribution tools, sales feedback, and modelling. - CMOs don’t need enough evidence to connect marketing activity to business outcomes. --- ## **The problem with proving marketing’s ROI** Thanks to complicated attribution, tightening privacy rules, and complex buyer journeys, many CMOs are finding it tough to connect the dots between [marketing activities and revenue](https://www.cmoalliance.com/the-modern-cmo/) with total confidence. Our [*Future of Marketing 2025 Report*](https://www.cmoalliance.com/future-of-marketing-2025-report/?%5Fgl=1%2A1jq0xce%2A%5Fup%2AMQ..%2A%5Fga%2AMTUyMzc1NjI2Ni4xNzgxNTIwNjUw%2A%5Fga%5FFPDG6YCT5K%2AczE3ODE1MjA2NTAkbzEkZzEkdDE3ODE1MjA2ODEkajI5JGwwJGgw) highlights this perfectly. When we asked marketers about their biggest attribution roadblocks, **61%** cited data integration across channels, and **53.7%** said accurate data collection was the main issue. **Rebecca Fowkes, Marketing Director at VenturEd Solutions UK**, explains: > *"Marketing attribution is getting more complex than ever. With customers more mature in their product understanding and research, we experience many more touchpoints than before.* > *With so many data points in the customer journey, UTM tracking just won't cut it for measurement and attribution. We need to leverage AI tools that help us understand the attribution and optimize based on that insight."* The key point is this: you don’t need perfect attribution to justify investment. You just need enough evidence to show marketing’s contribution to growth and revenue. ## **Why traditional attribution isn’t enough** Proving marketing's impact is becoming more difficult, and attribution is a big part of the reason why. Our research revealed that first-touch attribution remains the clear favorite, with **36.1%** of marketers relying on it to measure campaign success. Last-touch attribution follows closely at **31.2%**. These models remain popular because they’re simple. They’re easy to implement, easy to explain, and they give stakeholders a clear answer when they ask where a conversion came from. But they only show part of the picture. A first-touch model credits the very first interaction. A last-touch model credits the final one. Everything in between disappears. The webinar. The case study. The conversations with colleagues. The months of LinkedIn content engagement before sales even gets involved. When only one touchpoint gets credit, the reality of the buyer journey is lost. This becomes even more complicated when you look at how performance is evaluated across channels. Marketers still rank paid search (**53%**) and SEO (**42.3%**) as their highest ROI channels. On paper, that makes sense. They’re highly trackable, conversion-focused, and easy to tie to revenue. However, it creates a subtle problem. The easiest channels to measure tend to get the most credit, while harder-to-track influence is undervalued. As **Flora Wolfer, CMO at Payplug**, explains: > *"Multi-touch marketing is our new priority in tech B2B marketing. However, that increases pressure for a more efficient attribution workflow, and that is a true challenge today."* The reality is that many buying decisions are influenced by interactions that never appear in attribution reports at all. Enter dark social. Recommendations shared through WhatsApp, LinkedIn DMs, private communities, and word-of-mouth often shape decisions long before a tracked click ever happens. As **Chetan Baregar, Senior Director of Marketing at Recykal.com**, puts it: > *"In B2B, attribution is no longer a clean science. Dark social like WhatsApp forwards, internal Slack convos, and LinkedIn DMs are where product recommendations really happen, but they leave no trace in analytics. Similarly, niche communities like invite-only groups where your TG shares unfiltered opinions are influencing decisions long before they hit your website.* > *“To get closer to the truth, we’re layering CRM data with last-touch attribution, self-reported sources (‘How did you hear about us?’), and direct intel from sales. It’s not perfect, but it’s a much more honest view of today’s B2B journey."* This is why more advanced attribution models (such as linear and algorithmic attribution) are gaining traction. Even so, our research shows they’re still relatively untapped. Only **14.8%** of marketers currently use linear attribution, and just **14.6%** use algorithmic models. We’re not saying you need to overhaul your entire model overnight. However, it’s worth considering that traditional attribution may not be enough on its own. That’s why leading CMOs aren’t chasing a perfect system. They’re building a broader measurement framework that brings multiple signals together to show marketing’s real impact. [Proving marketing ROI: János Moldvay on smarter measurementThis episode unpacks why measuring marketing ROI is still so hard, and what it really takes to build trust in your data and prove impact across the business.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--9ea74d70-3b57-4735-934b-a4a69ea12d05.png)CMO AllianceCecilia Toro![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Convo_Podcast_Youtube_Thumbnail_--7--f0a4ef7c-94f4-47f6-94dd-f12a5e996077.png)](https://www.cmoalliance.com/rethinking-attribution-how-to-prove-marketing-roi-video/) ## **Build a measurement framework finance can trust** If traditional attribution models only tell part of the story, what should you rely on instead? The answer is a better measurement framework. We know [visibility](https://www.cmoalliance.com/reclaiming-visibility-when-ai-dominates-search/) is the biggest hurdle right now. In fact, **73.4%** of marketers say [privacy regulations](https://www.cmoalliance.com/zero-party-data-vs-first-party-data/) have already complicated their measurement strategies. With cookies disappearing and journeys becoming more fragmented, trying to track everything perfectly is no longer realistic. The goal shifts from precision to confidence. For most CMOs, the CRM sits at the centre. It connects marketing activity directly to revenue and pipeline, which is why **66.7%** of marketers use it for attribution. But on its own, it’s not enough. Strong measurement comes from combining CRM insight with other signals, like: - Attribution reporting - Sales feedback and direct intel - Customer surveys - Self-reported attribution - [Marketing mix modeling](https://www.cmoalliance.com/how-to-build-a-marketing-mix-that-drives-results/) - Incrementality testing **Rossana R. Rodgers, Chief Marketing Officer at Authena AG**, explains how her team approaches this: > *"We're integrating API-based tracking, CRM syncing, and unique identifiers (like scan-based tag triggers) to connect offline actions with digital journeys. In B2B, attribution is complex, but solving it is where the real ROI is uncovered."* Don't ignore the non-quantitative stuff, either. Sometimes the most valuable insight comes from a simple "How did you hear about us?" or a quick chat with sales about what prospects are actually saying. ## **The metrics CFOs *actually* care about** One of the biggest mistakes marketing leaders make when justifying investment is how they talk about it. Marketers and finance teams often look at the same results through very different lenses. We’re more focused on metrics like website traffic, click-through rates, impressions, [engagement](https://www.cmoalliance.com/how-to-use-interactive-content-to-improve-engagement-and-lead-quality/), and lead volume. Those metrics are great for figuring out if a campaign is working, but they don't answer the questions the board is asking. Your CFO probably isn't losing sleep over engagement rates. They’re more concerned about things like revenue growth, profitability, and customer acquisition costs (CAC). Our Future of Marketing Report found that leads generated (**63.4%**) and conversion rates (**62.2%**) are the go-to metrics for measuring marketing ROI. But if you want to defend your budget, the conversation has to go deeper. Currently, only **46.3%** of marketers track revenue generated, and just **41.5%** measure CAC. Yet, these are the exact metrics that speak the boardroom's language. This creates a serious disconnect. Even top-performing channels like paid search and SEO are often judged using narrow measurement [frameworks.](http://frameworks.to) The best way forward is to rely less on channel performance and try to pivot the conversation to business outcomes. Finance wants to know: - Is marketing generating revenue? - Are we acquiring customers efficiently? - Is our investment driving profitable growth? Our advice is not to rely solely on channel stats, but to lead with business impact. **Instead of saying:** *"Organic traffic increased by 35%."* **They say:** *"Organic traffic increased by 35%, contributing to a 22% increase in qualified leads and a 12% reduction in CAC."* That shift in framing is what turns marketing from a reporting function into a growth driver. Because when stakeholders can clearly see that connection, [budget conversations](https://www.cmoalliance.com/where-are-marketing-budgets-being-spent/) become significantly easier. ## **Defending brand investment** If you've ever tried to justify brand spend in a budget meeting, you know it's a completely different beast than pitching performance marketing. With paid channels, it's easy because you just point to leads, pipeline, and revenue. But brand building? Not so much. Its impact takes time and shapes how people perceive and trust your business, which is difficult to measure on a dashboard. Because of this, companies naturally gravitate toward what they can track. When budgets get tight, it's tempting to dump all your money into short-term, highly measurable campaigns. However, much of what makes performance marketing effective in the first place is the brand equity you built long before a prospect ever clicked an ad. **Jelle Boeser, Head of Brand and Digital Marketing at Royal Canin**, captures this perfectly: > *"It’s easy to measure the 40\. That’s why it gets the budget. But the 60 (the long-term brand building) only shows up in modeling and market share. If you don’t protect it, you’ll feel it is a year too late."* Performance metrics can create a dangerous illusion that only short-term tactics [drive growth](https://www.cmoalliance.com/the-best-cmos-dont-wait-for-growth-they-build-it/). But if you starve your brand, you’ll eventually face skyrocketing acquisition costs, weaker market positioning, and a complete reliance on paid channels just to keep the lights on. Instead of hunting for direct attribution, focus on indicators that reflect long-term health and future demand: - Share of search & branded search volume - Brand lift - Direct traffic growth - Customer retention & repeat purchase rates - Market share Individually, no single metric tells the whole story. But layered together, they prove whether your brand spend is actively setting the stage for future growth. The trick is to stop judging brand and performance by the same yardstick. The most effective CMOs build entirely separate measurement frameworks for short-term wins and long-term brand building, so both get the funding they deserve. ## **How leading CMOs approach attribution** Today’s best CMOs are practical. They know no single dashboard can perfectly map out a messy, modern customer journey, so they’re layering different approaches to see the bigger picture. One massive shift is the move toward AI. With buyer journeys getting more fragmented and data piling up, AI helps spot the hidden patterns and connections we could never find manually. **Rebecca Fowkes, Marketing Director at VenturEd Solutions UK**, believes this is non-negotiable: > *"Marketing attribution is getting more complex than ever. With customers more mature in their product understanding and research, we experience many more touchpoints than before.* > *With so many data points in the customer journey, UTM tracking just won't cut it for measurement and attribution. We need to leverage AI tools that help us understand the attribution and optimize based on that insight."* At the same time, tightening privacy rules and invisible touchpoints are bringing Marketing Mix Modeling (MMM) back into the spotlight. As **Burak Yedek, Fractional CMO**, explains: > *"Measurement has become more and more difficult due to channel variety. Marketing mix modeling is becoming more crucial plus more efficient with machine learning."* [Marketing teams](https://www.cmoalliance.com/your-marketing-team-structure-is-holding-you-back-heres-how-to-fix-it/) shouldn’t rely on a single lane but blend attribution software, CRM data, direct customer feedback, and modeling to build a balanced, realistic view of performance. The industry is finally moving past the impossible goal of assigning 100% of the credit to a single touchpoint. At the end of the day, your stakeholders don't really care if a webinar, a LinkedIn post, or an email sealed the deal. They just need to know that your marketing spend is driving real business growth. Once you focus on proving that, you have a business case no one can argue with. [![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/05/CMO_AI_for_Marketing_Leaders_2026_Edition_eBook__Supporting-Assets_Article-Banner-1.png)](https://www.cmoalliance.com/ai-for-marketing-leaders-report-2026/) ## **A five-step framework for justifying marketing investment** By now, one thing should be clear: securing marketing investment isn't about proving every touchpoint contributed to a conversion. It's about building a credible case for how marketing drives business outcomes. While every organization is different, the strongest CMOs tend to follow a consistent approach. ### **1\. Start with the business objective** Before you talk about channels or campaigns, get clear on what the business is actually trying to achieve. Is it revenue growth? Market expansion? Retention? Cost efficiency? When marketing is tied directly to business priorities, the conversation changes immediately. ### **2\. Focus on commercial outcomes, not marketing activity** It’s easy to lead with impressions, clicks, or traffic. But those don’t carry weight in the boardroom. Instead, connect marketing to outcomes like: - Revenue growth - Pipeline generation - Customer acquisition cost (CAC) - [Customer retention](https://www.cmoalliance.com/customer-loyalty-through-ai-powered-retention-marketing/) - Customer lifetime value (CLTV) - Market share This is where marketing starts to look like a growth driver and not a reporting function. ### **3\. Use multiple sources of evidence** As we’ve hammered home by now, traditional attribution simply doesn't tell the whole story anymore. That’s exactly why top-tier CMOs pull their data from a mix of different places to build their case: - Attribution platforms - CRM systems - Sales feedback - Customer surveys - Marketing mix modelling - Brand tracking When you have multiple, distinct sources all pointing to the same conclusion, your confidence goes up (and so does the board's confidence in *you*). ### **4\. Measure both short-term and long-term impact** Not every marketing activity should be judged the same way. Performance campaigns can show results quickly, but building a brand takes longer to show up in revenue data. So, it’s better to measure both short-term and long-term impact individually. ### **5\. Tell a business story** Data is important, but data alone rarely secures a budget. Stakeholders need context. They need to understand what happened, why it happened, and what it means for the business moving forward. Rather than reading off a list of metrics, try to connect those numbers to strategic company goals and explain exactly how marketing is moving the needle. By telling a business story (and not a marketing one), you show them how your work actively supports revenue, profitability, and long-term success. ## **Stop chasing perfect attribution** Every budget conversation eventually comes back to the same question: *What is marketing actually delivering?* With customer journeys spreading across multiple channels and privacy restrictions tightening, answering that with total precision isn’t realistic. But that’s no longer the point. **Katherine Lehman, Fractional CMO at ReturnBear & Founder at KT Creativity**, puts it perfectly: > *"Perfect attribution is a myth. Smart marketers triangulate insights from multiple sources, then use story and signal to drive decisions. The numbers don't always speak for themselves, especially when influence is everywhere."* The best marketing leaders have stopped chasing the ghost of perfect data. Instead, they’re building undeniable confidence by layering multiple sources of insight and tying their team's work directly to business outcomes. ### What is a fractional CMO? A complete guide for businesses and marketers URL: https://www.cmoalliance.com/fractional-cmo-roles-benefits-and-challenges/ Last updated: 2026-06-12T12:13:22.000Z You don’t need to be in the office 40 hours a week to be the most impactful leader. [Fractional CMOs](https://www.cmoalliance.com/fractional-cmo-a-viable-side-hustle/) deliver results, *not* just face time. In fact, fractional CMO roles are becoming increasingly popular, as they allow companies to bring in senior marketing leaders without the cost of hiring a full-time executive. It’s a win-win: orgs get high-level expertise without the hefty wage, and CMOs get all the flexibility they want. But, despite the benefits, the [day-to-day of a fractional CMO](https://www.cmoalliance.com/fractional-cmo-a-viable-side-hustle/) is not without its hurdles. If you’re thinking of becoming a fractional CMO, this is for you. ## **What is a fractional CMO?** Simply put, a fractional CMO is a chief marketing officer who works with a company on a part-time, contract, or project basis rather than as a full-time employee. Instead of bringing someone in-house permanently, businesses hire a fractional CMO when they need senior marketing expertise but don't necessarily need it five days a week. This is especially common among start-ups and growing companies that want experienced marketing leadership *without* the cost of a full-time executive. For example, a company might hire a fractional CMO to help launch a new product, build a [marketing strategy](https://www.cmoalliance.com/annual-marketing-strategy-framework/), or support a period of growth. Once those goals have been achieved, they can either continue the relationship or move on. It's a setup that's becoming increasingly popular. Companies get access to experienced marketing leaders when they need them, and marketers get the flexibility to work across different businesses, industries, and challenges. ## **How much does a fractional CMO cost?** One of the biggest reasons companies hire a fractional CMO is cost. Hiring a full-time CMO is a major investment. Depending on the company, industry, and location, a full-time CMO can earn anywhere from around $150,000 to more than $570,000 per year in base salary alone, before bonuses, equity, and benefits are considered. A fractional CMO, on the other hand, gives businesses access to senior marketing leadership without committing to a full-time executive hire. While rates vary, most [fractional CMOs](https://www.cmoalliance.com/the-ultimate-guide-to-hiring-a-fractional-cmo/) charge somewhere between $200 and $350 per hour. Others work on a monthly retainer, which can range from around $10,000 to $25,000 per month depending on the scope of work, company size, and level of involvement required. That's why fractional CMO roles have become so popular with startups and growing businesses. They get experienced [marketing leadership](https://www.cmoalliance.com/leadership-skills-you-should-develop-to-enter-the-c-suite/) when they need it, without taking on the cost of a full-time executive. [Your guide on how to become a fractional CMOCompanies, especially startups and small to mid-sized businesses, are always on the lookout for smart ways to get senior-level expertise without the full-time cost. That’s where the fractional CMO comes in. If you’re a seasoned marketing leader who’s looking to shake things up, take![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--68cd1d05-f41f-4029-9157-e2f7429508e1.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Becoming-a-fractional-CMO-a0f57d1a-ec75-43df-8f73-8ed2f5f62baf.png)](https://www.cmoalliance.com/your-guide-on-how-to-become-a-fractional-cmo/) ## Fractional CMO vs. full-time CMO vs. marketing agency If you're considering a fractional CMO role, it's useful to understand where it sits compared to other marketing leadership options. A full-time CMO, a fractional CMO, and a marketing agency can all help a business grow, but they solve very different problems. The right choice usually comes down to budget, business stage, and how much strategic leadership the company needs. | Factor | Fractional CMO | Full-time CMO | Marketing Agency | | -------------------- | ------------------------------------------------------------------------------------ | ------------------------------------------------------------- | ---------------------------------------------------------------- | | Typical cost | $10,000–$25,000/month or hourly/project-based | $150,000–$570,000+ per year plus benefits | Monthly retainer or project fees | | Strategic leadership | Yes | Yes | Usually limited | | Marketing execution | Sometimes | Depends on team size | Yes | | Level of involvement | Part-time | Full-time | Project or campaign-based | | Flexibility | High | Low | Medium to high | | Best for | Startups and growing businesses that need senior expertise without a full-time hire. | Companies that need dedicated marketing leadership every day. | Businesses looking for specialist support or campaign execution. | A marketing agency focuses on execution, while a full-time CMO provides dedicated leadership. A fractional CMO sits between the two, offering strategic expertise without the cost of a full-time executive. That's one of the reasons fractional CMO roles have become increasingly popular. ## Fractional CMO roles and responsibilities No two fractional CMO roles look the same. One company might bring you in to build a marketing strategy from scratch, while another may need help scaling an existing team or [launching a new product](https://www.cmoalliance.com/new-product-feature-document-template-framework/). That said, there are a few responsibilities that come up time and time again. As a fractional CMO, you might be responsible for: ### **Strategy** - Building and refining marketing strategies - Creating [go-to-market](https://www.cmoalliance.com/your-go-to-market-cheat-sheet-framework/) plans - Improving brand positioning and messaging - Identifying new growth opportunities ### **Leadership** - Mentoring marketing teams - Supporting hiring and team development - Aligning marketing with wider [business goals](https://www.cmoalliance.com/what-happens-when-marketing-and-finance-share-the-same-goals-video/) - Working closely with leadership teams and stakeholders ### **Growth** - Improving [lead generation](https://www.cmoalliance.com/lead-generation-objectives-tracking-template-framework/) and demand generation efforts - Finding ways to increase revenue and market share - Helping businesses scale their marketing function ### **Performance** - Setting [marketing goals and KPIs](https://www.cmoalliance.com/important-kpis-to-get-the-most-from-abm/) - Managing budgets and resources - Tracking performance and reporting on results In some cases, you may also be brought in for a specific project, such as a rebrand, [product launch](https://www.cmoalliance.com/product-launch-checklist-framework/), market expansion, or period of rapid growth. ## **How to hire a fractional CMO** If you're considering bringing in a fractional CMO, the process is usually much quicker and more flexible than hiring a full-time executive. While every company will approach it differently, the process often looks something like this: ### **Step 1: Identify your goals** Before you start your search, be clear on what you need help with. For example, are you looking to generate more leads, launch a new product, improve your marketing strategy, or build out your team? Having clear objectives will make it much easier to find the right fit. ### **Step 2: Find potential candidates** Once you know what you're looking for, start building a shortlist of fractional CMOs. Referrals, professional networks, LinkedIn, and industry communities can all be great places to find experienced marketing leaders. ### **Step 3: Assess experience and fit** Not every fractional CMO will be right for your business. Take time to review their experience, previous results, industry knowledge, and leadership style. It's also important to make sure they can work effectively with your existing team. ### **Step 4: Agree on the scope of work** Before getting started, agree on expectations, responsibilities, timelines, and success metrics. Having a clear statement of work helps both sides stay aligned and avoids confusion later on. ### **Step 5: Onboard and set priorities** Once the engagement begins, give your fractional CMO access to the people, tools, and information they need to succeed. The faster they understand the business, the faster they can start making an impact. ### **Step 6: Review progress regularly** Fractional CMOs are hired to deliver results, so regular check-ins are important. Review performance against agreed goals, discuss challenges, and make adjustments where needed to keep things moving in the right direction. [How to hire a fractional Chief Marketing Officer (CMO)Hiring a fractional CMO is becoming increasingly popular. In this article, we explore how hiring a fractional CMO not only provides many advantages but also serves as a bridge between short term projects with long term success.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--2a043857-64e7-4696-ad42-d1af9594d171.png)CMO AllianceSam Tarantino![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/The-ultimate-guide-to-hiring-a-fractional-CMO-for-explosive-business-growth-fa7c6cc5-9776-41de-be6d-188a895e2943.jpg)](https://www.cmoalliance.com/the-ultimate-guide-to-hiring-a-fractional-cmo/) ## **Benefits of fractional CMO roles** Fractional CMOs are on the rise. A [study by Chief Outsiders](https://www.chiefoutsiders.com/hubfs/2023%20CMO%20Survey%20Results%5Fr1.pdf?%5Fga=2.136900147.2081511388.1692493282-1931368805.1692493282) found that “attitudes are becoming more positive towards fractional CMOs”, with 73% of people surveyed saying that fractional CMOs are becoming more accepted by the C-suite. In addition, [research also showed](https://rickramos.com/the-2024-state-of-fractional-cmo-engagement-insights-from-startup-and-smb-leaders/) that 9% of startup founders and small to medium-sized businesses are currently working with or planning to work with a fractional CMO. But what are the benefits of being a part-time CMO? ### **1\. Better work-life balance** Because you work on a part-time or contract basis, you have the freedom to design your schedule, from choosing your clients to setting your working hours. Not only that, but you can even take extended breaks between contracts if you so wish since you’re not tied to a specific company. ### **2\. Higher earning potential** Unlike full-time CMOs who earn a fixed salary, fractional CMOs set their own rates and often work with several companies at the same time. This means you get a more diversified (and higher) income. ### **3\. Exposure to diverse industries** One of the best things about being a fractional CMO is the variety of work. You’re not locked into a single industry or company but are working across different sectors and helping businesses at different [stages of growth](https://www.cmoalliance.com/the-best-competitive-strategy-for-each-stage-in-the-business-lifecycle/). Many people who thrive in this type of role do so because they enjoy the variety, which helps keep things fresh and avoid stagnation. [Adaptability, resilience, and the value of diverse experienceAdaptability and resilience are key to CMO success. Learn how Paula Catoira leveraged her cross-functional experience to become a great marketing leader.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--86.png)CMO AlliancePaula Catoira![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/diverse-experience-2--1--1.png)](https://www.cmoalliance.com/adaptability-resilience-and-the-value-of-diverse-experience/) ### **4\. Career growth** Because fractional CMOs connect and work with multiple executives and founders, they have access to many opportunities, partnerships, and potential future clients. Not to mention that you’re growing your reputation by having a vast network of clients. This means being a fractional CMO can help accelerate your professional growth. ### **5\. Less internal politics** Some full-time CMOs may get bogged down in company politics and admin, as well as meetings. So, as a fractional CMO, you come in with authority and clarity, allowing you to focus on results and tune out everything else. ### **6\. Focus on what you do best** Following that, it’s worth mentioning that fractional CMOs can play to their strengths, whether that’s launching new products, optimizing growth strategies, or scaling [revenue](https://www.cmoalliance.com/revenue-marketing-only-works-when-accountability-is-in-place/), without being pulled into unrelated tasks. [The 6 diversity and inclusion strategies you need as CMOAs a CMO, your role goes beyond brand strategy – it’s also about crafting narratives that resonate with your audience segments.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--87.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Doodles--20-.png)](https://www.cmoalliance.com/6-diversity-and-inclusion-strategies-you-need-as-cmo/) ### **7\. Build your own brand** Fractional CMOs are consultants, thought leaders, and a brand on their own. Building your personal brand is crucial, and working with several businesses can give you more credibility and visibility. ### **8\. Job security** While being a fractional CMO can come with the challenge of securing new clients (which we talk about below), there’s no denying that having multiple streams of income helps with job security. If you lose one client, you still have others. You’re also seen as an expert, which makes contract renewals and referrals easier. ### **9\. Potential to scale** You may start this type of work on your own. However, fractional CMOs may also expand into running agencies or advisory firms and since they've worked with many different people, it’s easier to scale their business that way. [The CMO revolution: From cost center to revenue powerhouseThe role of the chief marketing officer (CMO) has undergone a significant transformation over the past decade—and it’s continuing to evolve right before our eyes.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--88.png)CMO AllianceAlena Morris![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--11-.png)](https://www.cmoalliance.com/from-cost-center-to-revenue-powerhouse/) ## **Challenges of fractional CMO roles** ### **1\. Limited time, high expectations** As a fractional CMO, you’re expected to juggle multiple responsibilities even though you might just work one to three days a week. This means you have to deliver the impact of a full-time CMO in a fraction of the time. For example, imagine you’re hired by a startup to increase its leads by 30% in six months, and you might be faced with a small team or a not-very-well-optimized [tech stack](https://www.cmoalliance.com/ditch-those-dreaded-frankestacks-with-elaine-zelby-co-founder-at-tofuhq/). With only a [few days a week](https://www.cmoalliance.com/how-ai-saves-time-as-a-cmo/) to work your magic, you might struggle to balance your strategy with the team’s execution. ### **2\. Difficulty integrating** Being part-time makes it harder to build deep relationships with your team, understand how office politics work, and fully integrate within the culture. Spending the first few weeks prioritizing [relationships](https://www.cmoalliance.com/maximizing-your-social-medias-effectiveness/) can help you create more buy-in. ### **3\. Balancing strategy vs. execution** You may be hired to implement a high-level strategy, but you’re often also expected to see it through. Without a strong team to implement it, you may find yourself being stretched too thin. The solution is to have clear role expectations and boundaries so that you can stay focused on strategy while other people handle the execution side of things. For instance, getting brought in to refine a company’s brand positioning and yet being asked to provide weekly updates on their ad performance (which usually falls within the manager role instead). ### **4\. Proving value quickly** You have to demonstrate impact fast, usually within the first few months of being hired, all the while being part-time. Otherwise, you risk being replaced before you can actually make a difference. Many fractional CMOs find that delivering a mix of quick wins and long-term strategy helps them prove that value quickly. ### **5\. Managing stakeholder alignment** As a fractional CMO, you may work across multiple companies, which means it can be challenging to align leadership, sales, and product teams. In turn, this can lead to slow decision-making (and impact results). To prevent this, perhaps you can host biweekly strategy check-ins with all stakeholders to help make sure everyone is on the same page, as well as guarantee buy-in. ### **6\. Adapting to different industries** Every company has its own market, customer base, and growth challenges. Quickly switching gears between orgs (and industries) means you have to be adaptable. One company might be small and service a very niche market, while another may have thousands of employees and markets in several countries, and you have to be flexible enough to deliver results in both. ### **7\. Limited resources** Usually, however, the fractional CMO role is in companies with lean [budgets](https://www.cmoalliance.com/where-are-marketing-budgets-being-spent/) and teams. This can make it more difficult to implement impactful strategies since you might not have the authority or budget to make large-scale changes. In the end, this could result in issues with leadership since you may not be able to execute the meaningful strategy you were brought in to do. [Leveraging AI](https://www.cmoalliance.com/leveraging-ai-for-maximum-alignment-with-peter-isaacson-at-invoca/) or employing freelancers can be helpful in combating these restrictions. ### **8\. Transitioning out successfully** As a fractional CMO, you don’t have a permanent role at a company, so you have to set them up for success when you leave. For instance, you’ve been hired for a few months at Company A to build a strong [lead gen](https://www.cmoalliance.com/10-strategies-to-drive-demand-generation-despite-budget-cuts/) strategy, but when your contract ends, there’s no one to take over (meaning the progress will stall). To make sure the handoff is smooth, you may have to train internal teams or hire a replacement to keep things going. ### **9\. Securing clients** Most fractional CMOs work as independent contractors, so you have to constantly market yourself to get new clients. You may finish a contract and then spend the next couple of months networking to find your next position. So, a strong presence on platforms like [LinkedIn](https://www.linkedin.com/company/cmo-alliance/) is crucial, as is attending and speaking at events, and creating [thought leadership](https://www.cmoalliance.com/the-power-of-b2b-thought-leadership/) content that can help you get those leads. ## **In short** There are advantages and downsides to accepting a fractional CMO role. In the end, this type of work is best for those who enjoy working in dynamic environments and solving different marketing challenges. There’s no denying that being a fractional CMO can be very lucrative, so start building your network today if you’re interested in becoming one. --- *Get your free copy of our* [*AI for Marketing Leaders playbook*](https://www.cmoalliance.com/ai-for-marketing-leaders-ebook/) *for real-world case studies from CMOs who are successfully integrating AI, as well as strategies for building a great AI-enhanced martech stack.* [AI for Marketing Leaders eBookThe impact of artificial intelligence on the marketing industry is multifaceted and profound – and marketers in leadership positions are at the forefront of this transformation. To stay ahead, businesses must integrate AI into their strategies to enhance personalization, predict customer behavior, and scale content creation like never before. Our AI![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--89.png)CMO AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_AI_Marketing_Leaders_eBook__Blog-8.png)](https://www.cmoalliance.com/ai-for-marketing-leaders-ebook/) ### What zero-click search is doing to your pipeline (and what to do about it) URL: https://www.cmoalliance.com/what-zero-click-search-is-doing-to-your-pipeline/ Last updated: 2026-06-11T12:54:24.000Z Most marketing teams are still treating visibility and traffic as the same thing. For years, that made sense. If people could find you in search, they'd visit your website. If they visited your website, you had a chance to influence the buying decision. But that relationship is becoming increasingly fragile. Today, buyers are getting answers *before* they click. They're comparing vendors before they visit websites. And they're forming opinions based on AI-generated responses that marketing teams often don't track, measure, or influence. Around [68% of Google searches](https://searchengineland.com/google-zero-click-searches-2026-study-479717) in the US now end without the user clicking through to any external site. For marketing leaders who built a pipeline on organic traffic, that figure isn't a trend to monitor. It's a structural shift already affecting results. AI Overviews now appear in over [60% of searches](https://xponent21.com/insights/google-ai-overviews-surpass-60-percent/). Research from[ Ahrefs](https://ahrefs.com/blog/ai-overviews-reduce-clicks/) suggests that the presence of an AI Overview causes a 35% decrease in click-through rates for organic results. At the same time, ChatGPT alone has crossed a billion active users, processing approximately 2.5 billion prompts per day, quickly closing the gap with Google's 14 billion daily searches. The scale of this shift means the question facing CMOs isn't whether to adapt. It's whether the adaptation they're currently planning is deep enough. ## **The visibility problem has changed** For most of the past two decades, [visibility](https://www.cmoalliance.com/reclaiming-visibility-when-ai-dominates-search/) meant ranking. Get to page one. Hold the position. Drive traffic. The underlying logic was a direct line from search query to organic visit to pipeline. That line no longer holds in the same way. As **Bill Hobbib, CMO at DemandScience**, puts it: > *"Visibility is no longer defined by ranking. It is defined by inclusion in AI-generated answers. As AI systems increasingly mediate discovery, buyers are forming opinions before they ever visit a vendor's website. This shifts the goal of content from driving clicks to shaping how a brand is interpreted and cited."* The practical implication is that buyers arriving at [sales conversations](https://www.cmoalliance.com/marketing-ops-the-key-to-sales-and-marketing-success/) have often already formed a view of your category and your position in it, based on what an AI system told them. That view was shaped by content you may have optimized for entirely different purposes, or content you never controlled at all. **Monica Kumar, CMO at Extreme Networks**, encountered this directly: > "We were in front of a big prospect. They slapped in front of us this huge competitive analysis that they had put together using AI. And lo and behold, we didn't look that favorable. But they had the wrong information." The prospect had done the work. They'd formed opinions. Sales walked into a meeting where the competitive framing was already half-set, based on how AI systems had represented the brand. This is now a common scenario. And most marketing organizations aren't actively managing it. [![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/05/CMO_AI_for_Marketing_Leaders_2026_Edition_eBook__Supporting-Assets_Article-Banner-1.png)](https://www.cmoalliance.com/ai-for-marketing-leaders-report-2026/) ## **How AI search actually works** To understand why traditional [SEO tactics](https://www.cmoalliance.com/search-is-changing-google-ai-mode/) are becoming less effective, it helps to look behind the scenes. When someone searches for "best CRM software for small business," Google's AI isn't simply matching those exact words to a page. Instead, it expands the query into dozens of related searches, exploring adjacent concepts, comparison criteria, implied needs, alternative wording, and related entities. In other words, AI search doesn't just look for answers. It investigates the topic. That's a *big* shift from traditional search, and it changes what gets surfaced. The first implication is that rankings matter less than relevance. In the traditional SEO model, securing a top position for a target keyword gave you a relatively predictable path to visibility. In AI search, visibility is much less deterministic. Content is selected based on semantic relevance, contextual fit, and how well it supports the answer being generated. A page that ranks highly for a keyword may never be cited if another source better supports the AI's reasoning. The second shift is that pages are no longer the primary unit of value. Passages are. AI systems increasingly extract individual sections, paragraphs, and explanations rather than evaluating an entire page as a single asset. One well-structured, authoritative paragraph can become part of an AI-generated answer, even if the user never visits the source page itself. That's changing how content needs to be written. Every section needs to stand on its own, communicate a clear idea, and provide enough context to be useful when pulled out of its original environment. The third implication is that content infrastructure is becoming a competitive advantage. As **Avi Bhatnagar, VP of Demand Gen Marketing at ServiceChannel**, explains: > *"Those companies that have built the infrastructure to build out definitions or glossaries or knowledge centers, they're really benefiting from the trends of what's happening in ChatGPT queries."* The organizations benefiting most from AI search aren't necessarily producing more content. They're building structured knowledge that AI systems can easily understand, reference, and cite. In many cases, comprehensive knowledge centres, glossaries, frameworks, and reference content are outperforming high-volume publishing strategies. ## **From SEO to relevance engineering** Traditional SEO aimed to rank pages. Relevance engineering aims to be cited. The shift requires different practices, different content structures, and different measurements. The optimization target is no longer a set of keyword clusters, but a comprehensive map of the semantic territory your buyers navigate. This includes the primary question, the adjacent questions, the comparative queries, and even the implicit concerns that buyers have but don't always articulate in search terms. Content needs to address the territory, not just the keyword. From page-level to passage-level construction. Every paragraph should be treated as a potentially standalone citation. That means front-loading the key claim or finding rather than building to it. It means [clear data attribution](https://www.cmoalliance.com/marketing-attribution-models-explained/). It means a modular structure so that AI systems can extract useful passages without needing surrounding context to make sense of them. From generic to hyper-targeted. AI Mode uses user-specific signals to tailor responses based on individual search history and context. The same query can produce meaningfully different results for different users. A single piece of content about CRM implementation is less likely to be cited than separate resources for startup founders evaluating their first CRM, mid-market sales directors migrating from legacy systems, and enterprise IT teams managing complex integrations. The personalization happening at the search layer requires matching specificity in the content layer. **Chetan Deshmukh, Senior Marketing Manager at InfraCloud Technologies**, describes the operational pivot his team made: > *"We started structuring our content specifically for LLM citations, not just Google rankings. It's like the early days of SEO when most companies hadn't heard of meta descriptions. We're optimizing for how AI tools reference and cite sources."* **Mehak Chowdhary** adds the strategic framing: > *"We're not trying to 'win every keyword' anymore. With AI Overviews, ChatGPT Search, Perplexity, informational traffic is getting absorbed at the answer layer. So instead of chasing long-tail volume, we're focusing on building contextual authority that LLMs can reliably reference."* [AEO? How to rank for AI Overviews in Google SearchAI Overviews are shaking up the world of search, but they needn’t be a threat. With the right strategy, AIOs can represent an opportunity for SEOs and marketers.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--be28f005-9999-4abd-b65b-b9651197d048.png)CMO AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Website_Article_Images_Author_Highlight--3--01f15d50-4095-4f81-b475-c8462240cd62.png)](https://www.cmoalliance.com/how-to-rank-in-ai-overviews/) ## **What citation-worthy content actually requires** The organizations seeing positive results share three specific content practices: ### **1\. Original research and first-party data** AI systems can't synthesize what doesn't exist. Proprietary insights, primary research, and original data points are difficult to replicate and frequently cited. Angeley Mullins, with [marketing leadership](https://www.cmoalliance.com/the-power-of-b2b-thought-leadership/) experience across Amazon, QuickBooks, and GoDaddy, makes the case directly: > *"Content is still king. The GPTs are still sourcing from content, and they're sourcing from content that is being self-published by an individual or a business."* ### **2\. Expert-attributed perspectives** Christy Marble, CMO at Siteimprove, emphasizes that attribution matters: "You need to have authority, which means you need to have named experts on your content." AI systems increasingly evaluate not just what is claimed, but who is claiming it. Content that floats without an attributed expert perspective is less likely to be treated as authoritative. ### **3\. Comprehensive knowledge architecture** Glossaries, [frameworks](https://www.cmoalliance.com/templates-frameworks/), definitional content, and structured reference material create citation infrastructure. This isn't glamorous [content strategy](https://www.cmoalliance.com/cmo-channel-strategies/). It's consistently outperforming high-production editorial content in AI-mediated search environments. ## **The measurement gap** One of the biggest challenges with AI search is that most marketing teams are still measuring success using metrics designed for a different era. *Keyword rankings. Organic traffic. Click-through rates.* Those metrics aren't irrelevant, but they're increasingly measuring yesterday's game. As AI-generated answers absorb more of the discovery process, marketers need to understand something different: how often their brand is showing up in the answers themselves. That requires a new set of questions. - How often is your content being cited in AI-generated responses? - When your brand appears in category comparisons, is it positioned prominently or mentioned in passing? - And perhaps most importantly, what information is AI getting wrong? That last point matters more than many marketers realise. AI systems don't just surface information. They interpret it. If they're relying on outdated content, incomplete information, or inaccurate third-party sources, they can shape buyer perceptions before your sales team ever gets involved. That's why Monica Kumar's team at Extreme Networks built a GEO (Generative Engine Optimization) playbook focused on monitoring AI visibility and accuracy. As she explains, they track "how favorably and positively is our company placed versus the competition when certain types of questions are asked in the LLM" and compare those answers against their actual positioning and product information. The goal isn't simply visibility. It's making sure the *right* story is being told. And for some organizations, that effort is already paying off. **Joris Brabants**, a CMO who has been closely tracking AI-driven discovery, reports: > *"We already see that 35% of leads get to know us via LLM searches. Organic traffic and conversions did drop, but not significantly."* That's an important distinction. The organizations navigating this shift most successfully aren't avoiding change. They're adapting to it. They've become trusted sources that AI systems repeatedly reference, cite, and recommend. Rather than focusing solely on preserving traffic, they're building authority in the places where buyers are increasingly getting their answers. ## **Where to start** The good news is that you don't need a six-month transformation programme to understand where you stand. An honest audit of your AI visibility can take less than an hour, and it will likely tell you more than weeks of traditional SEO reporting. Start by asking ChatGPT, Perplexity, Claude, and Gemini the same questions your buyers ask. Not branded searches. The category questions. The comparison questions. The "what should I look for when evaluating X?" questions. Pay attention to how your brand appears. Which competitors are being mentioned? What information is being surfaced? Where is the narrative accurate, incomplete, or simply wrong? The answers can be surprisingly revealing. From there, focus on closing the gaps. Invest in original research that gives AI systems unique data points to reference. Build expert-led content with clear attribution. Create the glossaries, frameworks, and knowledge resources that help establish authority in your category. It's also worth keeping an eye on the paid side of AI search. As **Chetan Deshmukh** predicts: > *"ChatGPT has already announced ads on free plans. Perplexity is doing sponsored answers. By 2027, 'LLM advertising' will be a line item in every serious marketing budget."* Just as organic search created an advertising ecosystem around it, AI search is likely to follow a similar path. Marketing leaders need to be thinking about both at the same time. But the bigger opportunity is organic. The brands showing up most consistently in AI-generated answers aren't simply outranking competitors. They're becoming trusted sources. They're publishing original insights, attributing expertise to real people, and building the kind of knowledge infrastructure that AI systems rely on when constructing answers. Whether you're actively managing it or not, AI systems are already helping shape how buyers understand your brand. The real question isn't whether you're showing up. It's whether the story being told is accurate, credible, and one you've helped create. ### CMO Labs Workshops URL: https://www.cmoalliance.com/cmo-labs-workshops/ Last updated: 2026-06-10T13:02:37.000Z _No content available._ ### Beyond the hand-off: Why CMOs must help build the product URL: https://www.cmoalliance.com/beyond-the-hand-off-why-cmos-must-help-build-the-product/ Last updated: 2026-06-10T12:00:56.000Z In many organizations, marketing enters the process at the very end. The product is built, the roadmap is complete, and only then is it handed off to marketing with a simple expectation: [generate demand](https://www.cmoalliance.com/demand-gen-vs-lead-gen-difference/). On the surface, this seems efficient. In reality, it’s one of the most costly structural flaws in modern companies. By the time marketing sees the product, the most important decisions have already been made, and often, they are the wrong ones. Product teams are typically guided by user feedback, feature requests, and internal priorities. But users and buyers are not always the same. A feature can be useful without being valuable. It can solve a problem without creating urgency or [willingness to pay](https://www.cmoalliance.com/willingness-to-pay-interview-questions-framework/). When this gap exists, marketing is left trying to manufacture demand for something the market never truly asked for. The result is wasted budget, missed growth targets, and internal friction between teams that should be aligned. This is the “**launch day illusion**”: the belief that [go-to-market](https://www.cmoalliance.com/your-go-to-market-cheat-sheet-framework/) begins after the product is finished. In reality, go-to-market begins the moment an idea is conceived. The most effective CMOs understand this and operate accordingly. They don’t just execute the roadmap; they help define it. Their role is not simply to amplify value, but to ensure that value exists in the first place. ## Start with one question: “Will it sell?” Engineering time is the most expensive and constrained resource in any company. It is finite, highly specialized, and often deployed based on assumptions rather than evidence. One of the most strategic roles marketing can play is protecting that resource by ensuring it is invested in ideas that have real market potential. That responsibility starts with a deceptively simple question: **Will it sell?** Answering this question requires disciplined testing. High-performing marketing teams are increasingly running pre-product validation experiments before development begins. These can take the form of paid campaigns driving traffic to concept landing pages, early-access sign-up flows for features that don’t yet exist, or demo requests tied to specific value propositions. The goal is not to validate the full product, but to validate demand signals early and cheaply. Before committing engineering resources, leading teams validate demand using a small set of high-signal metrics: | Metric | Definition | What it tells you | | ------------------------ | --------------------------------------------------------------------------- | ------------------------------------------------------ | | Click-through rate (CTR) | Percentage of users who click on an ad or message after seeing it | Strength of the value proposition and initial interest | | Conversion rate | Percentage of users who take a desired action (e.g., sign-up, demo request) | Depth of intent and willingness to engage | | Cost per conversion | Cost to acquire a single conversion (lead, signup, etc.) | Economic viability of demand | | Engagement rate | Level of interaction with content (scrolling, time on page, clicks) | Relevance and clarity of messaging | | Demo requests / sign-ups | Number of users expressing direct interest in the offering | Real buying intent and early demand signal | | Qualitative feedback | Insights from surveys, interviews, or open responses | Why users are interested, or not | [Metrics](https://www.cmoalliance.com/measuring-success-growth-marketing-strategies/) like click-through rates, conversion intent, and engagement provide directional insight into what resonates with the market. Combined with qualitative feedback from surveys or interviews, they create a powerful filter for prioritization. This gives CMOs something that is often undervalued but critically important: the confidence to say no. Saying “the market won’t pay for this” is one of the most impactful contributions a marketing leader can make, especially when backed by real data. Preventing the wrong build is often more valuable than promoting the right one. ## Replace the handoff with a shared scorecard The traditional handoff between product and marketing creates a dangerous illusion of accountability. Product ships the feature, marketing drives traffic, and success is measured in isolation. But growth doesn’t happen at [launch](https://www.cmoalliance.com/product-launch-framework-slide-deck/); it happens at activation and beyond. When teams operate with separate goals, they optimize for different outcomes, and the customer experience suffers as a result. A more effective model is built around a shared scorecard. Instead of focusing on vanity metrics like impressions or lead volume, both teams align around outcomes that reflect real value creation. [Activation](https://www.productledalliance.com/user-activation-the-data-driven-approach-to-building-onboarding/) rate becomes a critical signal: if marketing brings in 1,000 users and only a small fraction engage with the core feature, something is broken. Either the expectations set by marketing were misaligned, or the product failed to deliver on its promise. In most cases, both are true to some degree. A shared scorecard aligns both teams around outcomes that actually matter, not just activity, but value creation across the full customer lifecycle: | Stage | Metric | Owned by | What it signals | | ----------- | ------------------------------ | ------------------- | ---------------------------------------- | | Acquisition | Traffic/leads | Marketing | Top-of-funnel demand generation | | Activation | Product usage/core action | Product + marketing | Alignment between promise and experience | | Engagement | Feature adoption | Product | Depth of product value | | Conversion | Product-qualified leads (PQLs) | Product + marketing | High-intent users ready to buy/expand | | Expansion | Upsell/upgrade rate | Product + marketing | Monetization of product value | | Retention | Net revenue retention (NRR) | Product + marketing | Long-term product-market fit | Beyond activation, metrics like product-qualified leads, expansion revenue, and net revenue retention create a more complete picture of success. When product and marketing are aligned around these outcomes, their incentives shift. Product teams begin designing with growth and usability in mind, while marketing teams communicate value with greater precision and honesty. This alignment also improves the relationship between customer acquisition cost (CAC) and lifetime value (LTV). Marketing efficiency isn’t just a function of better campaigns; it’s a function of building products that users adopt, retain, and expand within. ## Move from campaigns to continuous motion The six-month “big launch” is increasingly out of step with how modern markets operate. By the time a feature is ready for a large, coordinated campaign, the competitive landscape may have shifted, and customer expectations may have evolved. Long development cycles paired with infrequent launches create a disconnect between what is being built and what the market currently values. The alternative is an always-on go-to-market model, where marketing operates in continuous sync with product development. Instead of waiting for a launch milestone, messaging evolves alongside the product. Websites, landing pages, and sales materials are updated in real time. Campaigns are not singular events, but part of an ongoing system that reflects the current state of the product. ## What is marketing agility? Marketing agility is the ability for marketing teams to continuously adapt messaging, channels, and execution in real time, aligned with product development and market feedback, rather than operating in fixed, campaign-based cycles. This shift requires marketing teams to adopt a more [agile mindset](https://www.cmoalliance.com/your-guide-to-agile-marketing/), mirroring the cadence of development teams. It also has a significant internal impact. Frequent micro-launches keep sales and customer success teams aligned with the product’s evolution. They’re better equipped to communicate value, handle objections, and reinforce positioning in real customer conversations. Rather than relying on a single moment of momentum, organizations create sustained alignment and continuous progress. ## Closing the gap between promise and experience Every marketing message creates an expectation. Every product interaction either reinforces or breaks it. The gap between what customers expect and what they experience is where growth is either accelerated or lost. This “value gap” is one of the most important, and often overlooked, areas of responsibility for a CMO. When expectations are misaligned, the consequences are immediate. Conversion rates drop, churn increases, and trust erodes. But beyond these visible symptoms lies a deeper issue: wasted investment. What looks like a simple product decision is, in reality, a capital allocation decision, often made without market validation. When you break it down, even a single unvalidated feature represents a meaningful financial risk: | Metric | Value | What it means | | ------------------------- | -------- | --------------------------- | | Weekly team cost | $7,800 | Fixed burn from Eng, PM, UX | | Build timeline | 6 weeks | Standard feature cycle | | Cost per feature | $46,800 | Invested before validation | | Annual waste (4 features) | $187,200 | Compounding inefficiency | Repeat this process several times a year, and the financial impact becomes significant, not just in dollars spent, but in opportunities lost. That same budget could be redirected toward validated features, revenue-generating initiatives, or growth investments that directly improve performance. Closing this gap requires combining quantitative signals with qualitative insight. Product teams bring behavioral data, what users are doing, while marketing brings the human context, why they are doing it. Together, they create a clearer picture of what truly drives value and what does not. One of the most practical ways to operationalize this is by analyzing early churn. When users leave within the first 30 days, they’re signaling a breakdown in expectation versus experience. It may be a product issue, a misaligned promise, or a failure to communicate value effectively. Identifying and fixing the root cause requires shared ownership between product and marketing. ## From follower to contributor The difference between average and high-impact CMOs isn’t execution; it’s [positioning](https://www.cmoalliance.com/product-positioning-template-framework/). | The “follower” CMO | The “contributor” CMO | | ----------------------------------------- | ------------------------------------------------ | | Waits for the product brief to begin | Brings market intelligence that shapes the brief | | Reports on clicks, impressions, MQLs | Reports on validation, PQLs, and NRR impact | | Views the CPO as a stakeholder to support | Views the CPO as a co-architect of growth | | Defends marketing spend | Influences capital allocation and R&D investment | | Measures success by launch performance | Measures success by product-market fit | This shift fundamentally changes the role of marketing. Instead of being a downstream function, it becomes a strategic driver of product success. ## Speak the language of the business To influence product and executive teams, CMOs must shift how they communicate. “Brand awareness” is rarely compelling in the boardroom. But concepts like de-risking R&D investment, shortening sales cycles, and [improving capital efficiency](https://www.cmoalliance.com/optimize-your-paid-media-spend-budget/) are. **Key business concepts every CMO should own:** - **De-risking R&D investment:** The process of validating market demand before development begins to reduce wasted engineering effort and improve the likelihood of positive ROI on product initiatives. - **Shortening sales cycles:** The ability to reduce the time it takes to convert a prospect into a customer by aligning product value, messaging, and user experience, resulting in faster revenue realization and improved cash flow. Reframing marketing in these terms elevates its role. Instead of reporting on campaigns, marketing leaders can present market insights, where demand exists, where competitors are weak, and where the company should focus next. This doesn’t just support the roadmap; it helps define it. # The new role of the CMO Marketing is no longer just about telling a story. It is about ensuring the product is worth telling a story about. This requires a shift from execution to influence, from downstream support to upstream strategy. The modern CMO is not just a growth leader; they are a growth architect. A simple place to start: ask your Head of Product, “What is the biggest risk on our roadmap, and how can marketing help validate it before we build?” Because the earlier marketing gets involved, the more valuable it becomes. ### The Trust Layer Method: Find your gatekeeper URL: https://www.cmoalliance.com/the-trust-layer-method/ Last updated: 2026-06-09T12:00:59.000Z There is a growth ceiling that nearly every digital product company reaches. The product itself, the onboarding process, or the paid acquisition funnel might all seem fine. However, conversion rates drop, retention becomes unpredictable, and the data makes it hard to identify a clear reason for these issues. I encountered this very much underexplored pattern in several digital products during my career. I worked with a digital insurance platform, a B2B fintech product, a professional EdTech platform, and a few others. I noticed the same issue across very different sectors, markets, and founding teams. It took me building the go-to-market strategy for several products, as well as exploring other markets and industries, to realize what they had in common. In nearly every case, we targeted the right end user, but overlooked the person who actually had a much greater influence on product adoption. I refer to this as the **Trust Layer problem**. The method I developed to address it is the **Trust Layer Method**, and I want to guide you through it now. ## Why is this a digital technology challenge specifically? Before discussing the method, it's important to explain why this issue matters for digital product companies across markets right now. Digital products exist in an environment where trust is declining. [The Thales 2025 Digital Trust Index](https://cpl.thalesgroup.com/2025/digital-trust-index), which surveyed over 14,000 consumers across more than 10 countries, found that no sector achieved more than 50% trust. Even more concerning, over 88% of consumers say it has become harder to tell what is real online than a year ago. Essentially, the main value of digital products relies on users trusting something they can’t physically see or touch. This trend is actually rising globally. On the other hand, the cost of acquiring users with low intent has dropped significantly. Cheap targeting tools, testing programmatic advertising across markets, and [AI-driven campaign](https://www.cmoalliance.com/ai-driven-customer-segmentation/) management are now pretty easy to implement. A combination of all the above gives digital product companies a great opportunity to reach large audiences at low cost. However, they can’t tell which users are really interested in adopting the product and which ones are just browsing. As a result, companies have traffic-filled funnels, dashboards showing activity, and conversion rates that never meet expectations. The problem isn’t with the funnel or the product itself. Competitors are making better adoption decisions than the user, leaving your product somewhat out of the conversation. ## What is the Trust Layer Method? The Trust Layer Method is a framework I developed and used myself while working directly with digital product companies across insurtech, fintech, EdTech, and healthtech. It’s built around three distinct audiences that every B2B2C digital product is dealing with, whether the [GTM strategy](https://www.cmoalliance.com/gtm-on-a-budget-do-more-with-less-gtm-labs/) acknowledges them or not. - **The Seeker** – this is your end user who ultimately uses and benefits from your product. They want a solution, but they don’t decide alone, particularly for digital products that involve personal data, transactions, or professional development. - **The Gatekeeper** is the third party who holds disproportionate trust with the Seeker. They influence or recommend your digital product. They are often invisible in your [analytics](https://www.cmoalliance.com/what-is-revenue-analytics/), but they’re the reason your highest-converting users convert. - **The Builder** – this is you and your product – essentially the digital product company that has to earn trust from both layers simultaneously, at different speeds, often with different tools and messages. And there are five pillars the method runs across: - Diagnose - Map - Research - Enable - Measure ### Step 1: Diagnose – Are you in a Trust Layer ecosystem? Ask yourself: do your Seekers arrive already partially convinced, but not by your marketing? Is conversion lower than expected despite strong awareness? Are your best-converting users coming from one source you haven't invested in? If yes, you have a Trust Layer problem… *and* an opportunity. ### Step 2: Map – Who is your Gatekeeper? Once you have confirmed the Trust Layer exists, get specific. "Healthcare professionals" are not Gatekeepers. "The GP who introduces a digital health tool during an annual review" is. Know exactly who they are, where they meet your Seeker, what they gain from recommending you, and what they risk. ### Step 3: Research – Talk to both layers Plan five conversations with Gatekeepers and five with Seekers. For Gatekeepers, prepare questions to help them feel confident recommending you. On the other hand, ask Seekers who exactly influenced their decision. Make notes and write down their exact words. Ask Gatekeepers: - What frustrates them most about similar digital products they have encountered? - What would make them confident in recommending your platform to someone they advise? - What is the single biggest risk they see in doing so? Ask Seekers: - How did they first hear about your product? - Who else did they consult before making a decision? - What would make them trust a recommendation from \[Gatekeeper role\] about a digital product like yours? ### Step 4: Enable – Design for the conversation you cannot control You won't be in the room when your Gatekeeper recommends you. Make it easy. Can they explain your product in one sentence? Have you removed any reputational risk in doing so? Do you have a [feedback loop](https://www.cmoalliance.com/cmos-know-your-customer-know-yourself/) that captures what Gatekeepers are hearing from Seekers after they recommend you? The thinking behind this step didn't start with a framework. It started with a specific problem encountered while leading marketing at a UK digital pet tech startup – where vets, not ads, not pricing, were the primary conversion driver. The Gatekeeper was already there, already influencing every adoption decision, just completely absent from the analytics. I wrote about this in detail in [*What Pettech Taught Me About Marketing in B2B2C Industries*](https://hackernoon.com/what-pettech-taught-me-about-marketing-in-b2b2c-industries-and-what-you-can-steal), where I introduced the core principle: in trust-gated digital products, the person you cannot control is often the person who matters most. That piece focused on pettech specifically, but the pattern turned out to be consistent across every digital product sector I subsequently worked in – insurtech, fintech, EdTech, healthtech. ### Step 5: Measure – Add a Gatekeeper track to your reporting This is a stage where your reporting becomes dual, as you’ll add a Gatekeeper track. I suggest measuring the activation rate, referral conversion, and LTV by source. In every product I've worked on, Gatekeeper-referred users retained longer and converted at a higher rate than direct acquisition. I suggest creating a reporting framework, which I’ll showcase below, and adding these to it: - **Gatekeeper activation rate:** What percentage of Gatekeepers in your pilot cohort have recommended your product at least once or more times? - **Referral source conversion rate:** How does the conversion of Seekers referred by Gatekeepers compare to direct [acquisition](https://www.cmoalliance.com/customer-acquisition-strategy-template-framework/) through other channels? - **Gatekeeper retention:** Are they recommending repeatedly over time, or was the first recommendation a one-off? - **Time-to-trust:** How long from first Gatekeeper contact to first active recommendation? - **LTV by acquisition source:** Are Gatekeeper-referred customers retaining longer and generating more revenue? ## Running a pilot: three phases Don't deploy across your entire market at once. Start structured. | Phase | Focus | Deliverable | | ----------------------- | --------------------------------------------------------------------------------- | ---------------------------------------------- | | 1 - Diagnose & Map | Review conversion data, build Gatekeeper profile, identify 10–15 to approach | One-page Trust Layer hypothesis | | 2 - Research & Validate | Conversations with both layers, synthesise trust blockers and builders | Research synthesis with messaging implications | | 3 - Enable & Measure | Build minimum enablement materials, launch with pilot cohort, dual-layer tracking | Go/no-go recommendation on scaling | ### Using AI to accelerate the Trust Layer Method AI is a big help here, as it can meaningfully compress your research and approach phases for this method. Here’s a prompt approach that you can run in sequence, feeding the output of each into the next. Use an agent that you feel comfortable with, whether that's Claude, ChatGPT, Gemini, or another tool. My personal preference is Claude. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/06/trust-layer-method-prompts-for-AI.png) You can copy the full pilot tracking template – Gatekeeper tracker, Seeker source tracker, and summary dashboard – and adapt it directly to your product. [**Grab your template here**](https://www.cmoalliance.com/trust-layer-method-pilot-tracker-framework). ![Trust Layer Method plot tracker](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/06/data-src-image-4976cacd-090e-4e60-8394-efa1d55d4436.png) ### What changes when you apply this - **Acquisition becomes more efficient** → You start investing in channels that produce Gatekeeper-referred Seekers - who convert better and retain longer; - **Messaging becomes more precise** → Your language becomes theirs, and you gain consistency between what the Gatekeeper says and what your product communicates. It is actually one of the most underrated drivers of digital product trust - **GTM strategy becomes defensible** → Your relationships with Gatekeepers become unique, and it becomes way more complicated for competitors to replicate it even if they operate with larger budgets. ### The Trust Layer was already there In every product I've worked on, the Gatekeeper was already there, influencing adoption; we just weren't paying attention. The fastest-growing digital product companies aren't always the best-funded or the most technically advanced. They're the ones who figured out who their end user actually listens to - and built for that. ### Discover the Trust Layer Method in our exclusive live session Join Yuliia Krupenko on June 30 for [*The Trust Layer Method: Find Your Gatekeeper and Grow Faster*](https://community.allianceled.io/c/the-alliance-events/cmoa-virtual-june-30). You'll learn a practical five-step framework to identify the people who drive trust, improve conversion rates, and build a reporting system that proves their impact. [Register now](https://community.allianceled.io/c/the-alliance-events/cmoa-virtual-june-30) and start applying the framework to your product this week! [RSVP](https://community.allianceled.io/c/the-alliance-events/cmoa-virtual-june-30) ### Trust Layer Method: Pilot tracker URL: https://www.cmoalliance.com/trust-layer-method-pilot-tracker-framework/ Last updated: 2026-10-02T12:48:07.000Z If you've read [*The Trust Layer Method*](https://www.cmoalliance.com/the-trust-layer-method), you already know that Gatekeeper-referred users convert at higher rates and retain longer than those coming through direct or paid channels. But knowing the theory and actually tracking it are two different things – and that's exactly what this template is for. This tracker was created by [Yuliia Krupenko](https://www.linkedin.com/in/yuliiakrupenko/), the marketing strategist behind the Trust Layer Method, to accompany her framework for digital product companies navigating trust-gated growth. ## What's inside? This pilot tracker gives you a ready-to-use reporting structure built around the dual-layer model at the heart of the Trust Layer Method. It covers three interconnected views: 1. **Gatekeeper tracker:** Monitor every Gatekeeper you've contacted, whether they've activated, how many times they've recommended your product, and how long it took from first contact to first referral. This is the layer most analytics tools completely ignore. 2. **Seeker source tracker:** Log where your Seekers are coming from and compare conversion rates between Gatekeeper-referred and direct/paid acquisition side by side. Once you see the gap, it's hard to unsee. 3. **Summary dashboard:** Get a real-time read on your pilot's health: activation rate, referral share of total acquisition, CVR by source, and LTV by channel – all in one place. ## How to use it The tracker is designed to run alongside a structured pilot, ideally across the three phases outlined in Yuliia's Trust Layer Method article. Here's how to get started: 1. **Set your targets:** Before you begin outreach, define how many Gatekeepers you're aiming to contact (10–15 is a solid starting point) and what activation looks like for your product. 2. **Log Gatekeepers as you contact them:** Use the Gatekeeper tracker tab to record each contact, their status, and any notes from your conversations. Update it as you run pulse checks. 3. **Track Seeker acquisition in parallel:** As new users come in, note their source in the Seeker tracker. You don't need a perfect attribution system; even a rough split between "Gatekeeper-referred" and "direct/paid" will start to show you patterns quickly. 4. **Check your dashboard regularly:** The summary tab pulls everything together. Use it in team reviews or reporting cycles to make the case for doubling down on Gatekeeper channels or to course-correct early if something isn't working. 5. **Use the data to decide on scaling:** By the end of your pilot, you'll have a clear go/no-go signal: are Gatekeeper-referred Seekers converting and retaining better? If yes, you have your answer. Make a copy, adapt the fields to your product, and start tracking the layer that's likely already driving your best conversions. ## Get your free template *If you’re not already a member, simply sign up for our Insider plan (it’s free!) and refresh this page to access your template.* ![Trust layer method tracker](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/06/Trust-Layer-Method-Tracker.png) [Trust Layer Method\_ Pilot tracker Trust Layer Method\_ Pilot tracker .xlsx118 KBdownload-circle](https://www.cmoalliance.com/content/files/2026/06/Trust-Layer-Method%5F-Pilot-tracker-.xlsx "Download") [Trust Layer Method: Pilot tracker![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/sheets_2026_256dp-72d1e1a4-f16b-4f4a-9ace-c6ac96283abf.ico)Google Docs![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AHkbwyKkY3bewheuPvvYJTYMkrlBvGKFyzbcyhMo6M_OO2LpNS-tfN3_GzLKqgifXBhK51GUJvr7W19T9esZg0pO6sFSFtsEiDrlLfmBWbY4oo1RpxyImks-w1200-h630-p-2378727d-b1ea-4337-8ae3-d76e984bbfe6)](https://docs.google.com/spreadsheets/d/1gcURq3VcncksbnB1CtgHPqmVSVF%5FqB54KeKxo4h8Qo8/edit?usp=sharing) _This post is for subscribers only._ ### Demand after the deal: Marketing's role in sustaining customer value URL: https://www.cmoalliance.com/marketings-role-in-sustaining-customer-value/ Last updated: 2026-06-05T15:00:16.000Z More and more savvy CEOs are asking their CMOs to contribute to NRR (net revenue retention) and GRR (gross revenue retention), and rightly so. Regardless of the industry you're in, [customer retention matters](https://www.cmoalliance.com/9-retention-marketing-strategies/). So, why don't marketing teams work just as hard to keep our customers as we do to win them in the first place? At the core of everything we do in [demand generation](https://www.cmoalliance.com/transitioning-from-lead-generation-to-demand-generation-a-case-study/) – the campaigns, the messaging, the sales alignment – we're really doing one thing: **building belief in value**. But belief doesn't become permanent the moment a customer signs the contract. It's something we need to reinforce, deepen, and expand over time. Wondering how to get started? You’ve come to the right place. In this article, we'll explore: - Why customers don't renew, and how marketing can help - How to move from funnel thinking to a customer life cycle approach - What "demand retention" and "demand expansion" look like in practice - How to measure marketing's contribution to retention and growth ## Demand is how we build belief in value As marketers, we’re great at helping customers [believe in potential value](https://www.productmarketingalliance.com/your-ultimate-guide-to-creating-a-value-proposition/). We understand how to reach the right people, tell them what matters most, and get them to take action. We've built entire marketing systems and teams to do exactly that. Those same techniques, tools, and teams can be leveraged to reinforce value *after* the sale. ## Why customers don’t renew According to [Gartner](https://www.techrepublic.com/article/gartner-global-software-trends/), approximately **60%** of software buyers regret their purchase. Those regretful customers are a churn risk. Of course, we're not all in the software business, but regardless of your sector, [customer retention](https://www.cmoalliance.com/what-is-retention-marketing-a-guide/) is crucial. Buyer’s remorse is driven by four main factors: 1. **Complexity and uncertainty:** Most B2B purchases are triggered by organizational change, and that change can be a lot to manage. Large buying groups, unclear requirements, and internal disruption can combine to produce poor purchase decisions. A little bit their fault, a little bit ours. 2. **Poor value understanding:** Customers often struggle to contextualize the value they're getting for their specific needs and [use case](https://www.productmarketingalliance.com/the-role-of-use-cases-in-product-marketing/). Value framing and value affirmation can help reduce that regret. 3. **Implementation surprises:** Customers often encounter unexpected costs or complexity they hadn't planned for. 4. **A lack of guidance in their digital journeys:** Customers are increasingly navigating purchases and [onboarding](https://www.productmarketingalliance.com/the-fundamentals-of-customer-onboarding/) independently, without meaningful human support. When that digital experience is confusing or incomplete, customers can quickly lose confidence. Are those things marketing can help with? Absolutely. Maybe we can't directly do much about implementation surprises. Still, across all four of these issues, the core problem is effective communication, expectation management, and value alignment – and that’s where marketing shines. For expert insights like this straight to your inbox twice a month, sign up for Pro+ membership. You'll also get access to a range of certifications, a complimentary Summit ticket, 50+ tried-and-true templates, members-only workshops, and **much* more. So, what are you waiting for? [Fast-track your marketing career ](https://www.cmoalliance.com/pro-plus-membership/?utm%5Fsource=ghost&utm%5Fmedium=resources&utm%5Fcampaign=content) ## Demand gen is the beginning of value creation Now that we know what we’re up against, let's explore how to tackle [retention](https://www.cmoalliance.com/selective-retention-strategies/) problems. We all think in terms of the funnel. It's the most practical framing in the world. Funnels have made marketing more accountable and more effective over the years. We've also recognized the linear fallacy that's inherent to the traditional demand funnel, especially when we want customers to buy again or buy more in the future. Because at the moment they make a purchase decision, all we've really convinced them of is to believe in potential value. That's just the beginning. [![A graphic with the text "Demand is how we build belief in value – pre-sale and post-sale" on the left, alongside a card listing three checkmarked points: Marketing shapes perception of value; Messaging reinforces outcomes; Campaigns engage people and inspire action. The Chief Marketing Officer Alliance logo appears in the top left.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/06/data-src-image-34fd4836-c687-45cd-8f6f-f611a8bae954.png)](https://www.cmoalliance.com/marketings-role-in-sustaining-customer-value) Some of us have evolved to think about this as [a cyclical process](https://www.cmoalliance.com/stop-creating-funnel-content-build-for-the-loop/) rather than a linear one, and that's progress. We've also acknowledged that the awareness, consideration, and decision stages aren't as customer-centric as they could be. Some marketers have tweaked the language to acknowledge customers' [jobs to be done](https://www.cmoalliance.com/jobs-to-be-done-template-framework/). That’s definitely an improvement. But we're still missing something really important: **The purchase is only the beginning of the relationship.** Before the purchase, demand reflects belief in potential value. During that time, marketing is helping customers find and choose the best solution to drive business outcomes and deliver value. Once the deal is closed, customers shift from evaluating potential value to *experiencing* it – or expecting to experience it. Sometimes it takes time and effort to extract value from the product or service they bought. After the purchase, customers start asking different questions: _This post is for paying subscribers only._ ### CMO Summit | Amsterdam 2026 URL: https://www.cmoalliance.com/cmo-summit-amsterdam-2026-2/ Last updated: 2026-06-05T12:37:23.000Z Catch up with all the action from CMO Summit Amsterdam 2026. Learn from marketing leaders from the likes of Uber, E.ON, The Financial Times & more. _This post is for paying subscribers only._ ### Vibe coding for PMMs: Build a working tool without writing code | Product Marketing Labs URL: https://www.cmoalliance.com/product-marketing-labs/vibe-coding-for-pmms-build-a-working-tool-without-writing-code-product-marketing-labs/ Last updated: 2026-10-08T08:16:08.000Z _This post is for subscribers on the Pro+ membership and Exec+ membership tiers only._ ### Why your product needs a Narrative | Product Marketing Labs URL: https://www.cmoalliance.com/product-marketing-labs/why-your-product-needs-a-narrative-product-marketing-labs/ Last updated: 2026-09-03T08:21:51.000Z _This post is for subscribers on the Pro+ membership and Exec+ membership tiers only._ ### Anatomy of a launch in the AI era | Product Marketing Labs URL: https://www.cmoalliance.com/product-marketing-labs/anatomy-of-a-launch-in-the-ai-era/ Last updated: 2026-08-10T08:30:05.000Z _This post is for subscribers on the Pro+ membership and Exec+ membership tiers only._ ### Self-awareness under pressure: How PMMs lead when the world is shifting | Product Marketing Labs URL: https://www.cmoalliance.com/product-marketing-labs/self-awareness-under-pressure-how-pmms-lead-when-the-world-is-shifting-product-marketing-labs/ Last updated: 2026-08-10T08:23:00.000Z _This post is for subscribers on the Pro+ membership and Exec+ membership tiers only._ ### From Features to Impact: Applying the So What, Why, Who Cares Framework | Product Marketing Labs URL: https://www.cmoalliance.com/product-marketing-labs/product-marketing-labs-from-features-to-impact/ Last updated: 2026-06-05T09:36:07.000Z _This post is for subscribers on the Pro membership, Pro+ membership and Exec+ membership tiers only._ ### Creating a PMM reporting dashboard to communicate value | Product Marketing Labs URL: https://www.cmoalliance.com/product-marketing-labs/creating-a-pmm-reporting-dashboard-to-communicate-value-product-marketing-labs/ Last updated: 2026-06-05T09:30:50.000Z _This post is for subscribers on the Pro membership, Pro+ membership and Exec+ membership tiers only._ ### How to differentiate in saturated markets | Product Marketing Labs URL: https://www.cmoalliance.com/product-marketing-labs/how-to-differentiate-in-saturated-markets-product-marketing-labs/ Last updated: 2026-06-05T09:29:54.000Z _This post is for subscribers on the Pro membership, Pro+ membership and Exec+ membership tiers only._ ### The DNA of a great SaaS pricing page | Product Marketing Labs URL: https://www.cmoalliance.com/product-marketing-labs/the-dna-of-a-great-saas-pricing-page-product-marketing-labs/ Last updated: 2026-06-05T09:28:31.000Z _This post is for subscribers on the Pro membership, Pro+ membership and Exec+ membership tiers only._ ### Leading with authority: How PMMs can drive results | Product Marketing Labs URL: https://www.cmoalliance.com/product-marketing-labs/leading-with-authority-how-pmms-can-drive-results-product-marketing-labs/ Last updated: 2026-06-05T09:26:11.000Z _This post is for subscribers on the Pro membership, Pro+ membership and Exec+ membership tiers only._ ### Using competitive intelligence insights to drive strategic velocity | Product Marketing Labs URL: https://www.cmoalliance.com/product-marketing-labs/using-competitive-intelligence-insights-to-drive-strategic-velocity-product-marketing-labs/ Last updated: 2026-06-05T09:17:28.000Z _This post is for subscribers on the Pro membership, Pro+ membership and Exec+ membership tiers only._ ### Product Marketing Labs Workshops URL: https://www.cmoalliance.com/product-marketing-labs/ Last updated: 2026-06-05T08:46:58.000Z _No content available._ ### Where AI belongs in marketing – and where it doesn't URL: https://www.cmoalliance.com/where-ai-belongs-in-marketing-and-where-it-doesnt/ Last updated: 2026-06-03T12:00:20.000Z There’s a version of this article I could have written six months ago. It would have sounded more certain, more polished, and probably more useful in all the wrong ways. A neat framework, a few [tool recommendations](https://www.cmoalliance.com/best-ai-powered-marketing-attribution-tools/), and a closing line about embracing the future. The kind of piece that makes it sound as if the strategy was obvious from the start. It wasn't. What I've learned since is more useful than a framework: the real question is not how to use more AI, but where it actually belongs, where it adds value, and where it starts to weaken the very work marketing is supposed to do. That distinction matters more than most people will admit. And in the markets we operate in, it matters more than most. ## It started with a gap, not a strategy Before I get into what changed this year, one thing needs to be said: AI is not new for us. We started using it as soon as it became accessible. [ChatGPT](https://www.cmoalliance.com/chatgpt-killer-content-or-content-killer/), the early tools, the first wave of integrations. We were in it from the beginning. The question was never whether to use AI. It was always how, and where, and at what cost to the work. That framing matters, because what I'm describing here is not a team discovering AI. It is a team that has been living with it long enough to know where it helps and where it doesn't. Earlier this year, someone on my team left. The work they were responsible for didn’t leave with them. [Campaigns](https://www.cmoalliance.com/6-steps-for-powerful-demand-generation/) still had to run, reporting still had to move, and the operational coverage that keeps a marketing function functioning could not simply wait for the hiring process to be complete. At that point, AI wasn’t a strategic choice. It was a practical one. That constraint forced a more honest conversation than any strategy session would have. When you stop asking "how do we adopt AI?" and start asking "what actually needs to get done, and what's the best way there right now?", you make better decisions. [!["When you stop asking ‘how do we adopt AI?’ and start asking ‘what actually needs to get done, and what's the best way there right now?’, you make better decisions." – Felicitas Sommer VP Marketing & Communications, PriceHubble](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/05/Felicitas-Sommer-----deciding-when-to-use-AI.png)](https://www.cmoalliance.com/where-ai-belongs-in-marketing-and-where-it-doesnt) AI is scaffolding, not the building. It can help you move faster, structure the work, and reduce friction, but it cannot create the thing itself. Some work immediately benefited. First drafts, research synthesis, content adaptation across markets, reporting summaries, repetitive analysis. A campaign brief that would have taken an hour to structure could be shaped in minutes. A performance report that used to require manual extraction could be condensed into a cleaner first pass. That is useful. But usefulness is not the same as leadership. Other work did not belong anywhere near AI. Positioning. [Messaging](https://www.cmoalliance.com/product-messaging-framework-template/). Prioritization. Trade-offs between brand and performance. The judgment calls about what one market needs versus another. The decisions that depend on context, trust, and experience. That distinction became the basis for how we started rebuilding. ## What the noise actually costs What surprised me most was not the technology. It was the amount of attention it consumes. Not long ago, I received a cold [outreach](https://www.cmoalliance.com/linkedin-outreach-strategies/) email from a vendor. The subject line told me that the future of my job was being discussed in a room I wasn't in. The message made clear that if I wasn't using AI more aggressively, I was at risk of being left behind. Possibly losing my job. I found it extraordinary. Not because the pressure isn't real, but because that kind of fear-based selling tells you something important about the current moment. The noise isn't just loud. It is designed to be destabilizing. And it works, even on people who should know better – including me. [!["The AI landscape for marketers is relentless. Every week, there’s a new platform, a new integration, a new promise that this one will transform everything. Because marketing teams are expected to be early adopters, there’s pressure to test, compare, and have an opinion on all of it." – Felicitas Sommer VP Marketing & Communications, PriceHubble](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/05/Felicitas-Sommer-----relentless-AI.png)](https://www.cmoalliance.com/where-ai-belongs-in-marketing-and-where-it-doesnt) The AI landscape for marketers is relentless. Every week, there’s a new platform, a new integration, a new promise that this one will transform everything. Because marketing teams are expected to be early adopters, there’s pressure to test, compare, and have an opinion on all of it. That pressure comes from vendors, from leadership, from peers on LinkedIn, and honestly, from inside your own head. I’d be lying if I said I’d never felt it. The field moves fast enough that the anxiety is legitimate. I’ve sat in many meetings wondering whether I was behind, whether there was a tool someone else was using that was quietly making my approach obsolete. But I’ve also watched that anxiety, unmanaged, do real damage. Not to me personally. To the team. Every new tool comes with a learning curve. Every workflow change creates friction before it creates efficiency. Every "quick test" adds another layer of distraction to a team that already has a full operating rhythm to protect. And everyone has an opinion. Leadership asks why we aren't using a particular platform. A colleague forwards an article about something that transformed their pipeline. A vendor gets through on a call and plants a seed of doubt. Over time, the effect isn’t innovation; it’s noise. [!["Every new tool comes with a learning curve. Every workflow change creates friction before it creates efficiency. Every "quick test" adds another layer of distraction. Over time, the effect isn’t innovation; it’s noise." – Felicitas Sommer VP Marketing & Communications, PriceHubble](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/05/Felicitas-Sommer-----AI-noise.png)](https://www.cmoalliance.com/where-ai-belongs-in-marketing-and-where-it-doesnt) Most conversations about AI focus on productivity. Very few focus on attention. Attention is a scarce resource in a marketing team. If people are constantly interrupted by new tools, new claims, and new requests to evaluate the next thing, they’re not being enabled. They are being fragmented. I've become much more intentional about filtering on behalf of the team, and about being willing to push back, including on senior stakeholders, and say: I know what we are doing, and I know why we are not doing that. Even when I'm not entirely sure I'm right. We tested a prospecting content assistant that promised highly personalized outreach across verticals and markets. In practice, it produced output that was fast but generic, and required so much manual correction that it added more work than it removed. We didn't roll it out. That decision protected the team's time, but it also protected quality. In short, not every useful-sounding tool is actually useful. ## Fixed and flex The most useful model I've found is borrowed from how I think about brand voice across markets. Some things stay fixed. Some things flex. For AI adoption, I apply the same logic. **Fixed** is the work that depends on judgment, accountability, and context. Campaign strategy. Positioning. Messaging in regulated markets. The framing of a product launch. And at least fifty percent of marketing leadership is stakeholder management. Aligning product, sales, legal, and the market itself is deeply human work. AI can help you prepare for those conversations, but it can’t have them. It can’t read the room in a tense meeting. It can’t sense that a sales leader is worried about pipeline risk but isn't saying it directly. **Flex** is where AI removes friction without removing value. Drafting support. Data summarization. Reporting automation. Localization assistance. Reformatting content for different channels. Pulling together campaign data so the team can focus on interpretation instead of assembly. [![A two-column graphic contrasting "Fixed" work — campaign strategy, positioning, product launch framing, and stakeholder alignment, described as work that depends on judgment, accountability, and context — with "Flex" work, where AI removes friction without removing value, including first drafts, data summarization, reporting automation, and localization support.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/05/Fixed-vs-flex.png)](https://www.cmoalliance.com/where-ai-belongs-in-marketing-and-where-it-doesnt) The challenge is that pressure always moves in one direction: toward faster output, more scale, more AI. Leadership is knowing where that instinct helps and where it starts to erode the work. ## What I'm not automating PriceHubble supports clients across financial and real estate markets in ten countries. Our buyers are regulated, risk-averse, and deeply attuned to credibility. They do not respond to content that feels generated. They respond to precision, evidence, and the sense that the company they are evaluating understands the specific pressures they operate under. That context shapes every AI decision we make. Earlier this year we were refining a [product narrative](https://www.productmarketingalliance.com/why-your-product-needs-a-narrative/) for insurers. The stakeholder landscape was complicated: compliance requirements pulling in one direction, commercial messaging pulling in another, and a relationship with a key account that had taken two years to build. No prompt was going to navigate that. The final narrative came from a series of conversations, a lot of redrafting, and someone on my team who understood the client well enough to know what they were actually worried about. AI played no part in that process, and it wasn't a gap. I don't want AI deciding how we position ourselves in a market where trust matters more than novelty. I don't want AI writing final messaging for a regulated segment where a single poorly calibrated sentence can undermine months of relationship building. I don't want AI replacing the thinking behind a product launch, a competitive response, or a market narrative. And I don't want AI becoming the default answer for an under-resourced team. When teams are stretched, the instinct is to automate everything possible. But automating the wrong things doesn't create leverage. It creates distance between the team and the quality of the work. The real job of a [marketing leader](https://www.cmoalliance.com/ten-tips-to-uplevel-your-leadership/) is not to remove humans from the process. It’s to make sure they are spending time where they add the most value. [!["The real job of a marketing leader is not to remove humans from the process. It’s to make sure they are spending time where they add the most value." – Felicitas Sommer VP Marketing & Communications, PriceHubble](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/05/Felicitas-Sommer-----marketing-leadership.png)](https://www.cmoalliance.com/where-ai-belongs-in-marketing-and-where-it-doesnt) ## How I lead differently now Some of this I learned the hard way – and it was harder than I'd like to admit. Earlier this year I pushed the team to trial a new AI content workflow during a particularly busy campaign period. The timing was wrong, the tool needed more setup than we had bandwidth for, and a few weeks in, one of my team members told me it was becoming a burden rather than a solution. She was right. I’d been too focused on the potential upside to see what was actually happening around me. We paused, regrouped, and reintroduced the workflow properly once the campaign had landed. It worked much better the second time. The lesson stayed with me: enthusiasm for a tool is not a substitute for reading the room, including your own team. Since then, I've stopped talking about AI as transformation and started treating it as infrastructure. It is part of the operating model, used where it improves quality, consistency, or speed. Not a separate initiative. I've also been more explicit about where we don't use it. That clarity matters more than I expected. Teams work better when they know the boundaries, not just the opportunities. People don't need endless encouragement to experiment. They need permission to use judgment. Two examples that stuck with me: - We considered AI-generated copy in a regulated market segment, but a team member flagged that the tool was flattening nuance in a way that could create compliance risk. They were right. We kept the idea generation support and removed AI from the final drafting process in that context. - Separately, a draft [localization](https://www.cmoalliance.com/can-artificial-intelligence-speak-your-customers-language/) workflow looked efficient on paper, but a market lead pointed out that it was stripping culturally relevant references in one region and over-explaining in another. The output was technically fine but strategically weak. We changed the process so AI could support adaptation, but not replace market review. Good leadership now requires a different kind of confidence. Not confidence that the tool will work because it is new, but confidence to say no when it doesn't improve the work. [!["Good leadership now requires a different kind of confidence. Not confidence that the tool will work because it is new, but confidence to say no when it doesn't improve the work." – Felicitas Sommer VP Marketing & Communications, PriceHubble](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/05/Felicitas-Sommer-----marketing-leadership-confidence.png)](https://www.cmoalliance.com/where-ai-belongs-in-marketing-and-where-it-doesnt) ## What I'm trying to protect The question I keep coming back to is not "how do we use more AI?" It’s "what are we trying to protect?" Protect thinking time. Protect the judgment behind the work. Protect the context that informs decisions. Protect the conversations that happen between functions before they become problems. Protect the trust that gets built when marketing is seen not just as a content engine but as a strategic partner. The sign that it’s working isn’t a metric. It’s a feeling in the room. A team that has enough space to think, that isn’t burning through its energy evaluating tools, that’s doing the work rather than managing the overhead of the work. That said, I want to be honest about the other side of this. Some tools have genuinely surprised me. Not because they promised transformation, but because they quietly disappeared into the work. The ones worth your time don't demand attention or create another layer to manage. They just make something that was slow, faster, or something that was fragmented, cleaner. When a tool does that, you notice it by its absence, not its presence. Those are the ones we keep. In finance and real estate, [trust](https://www.cmoalliance.com/how-the-financial-times-turns-trust-into-brand-resilience/) is not a soft metric. It’s the reason a procurement team shortlists you, a compliance officer approves the relationship, and a client renews. It’s built slowly and lost quickly. No AI tool accelerates that. Only people do. So no, this piece doesn't end with a framework. It doesn't end with a list of tools or a call to embrace the future. What I've learned is less tidy than that, and probably more useful: **Know what you're protecting, and don't automate it**. ### How to build an experiential marketing strategy (with examples) URL: https://www.cmoalliance.com/how-to-build-an-experiential-marketing-strategy-examples-inside/ Last updated: 2026-06-03T11:53:23.000Z It’s time to move away from tradition and embrace change - embrace *fun*. It’s time to start seeking more innovative ways to stand out from the noise and forge meaningful connections with your customers. “But, Charley, how do I do this? Our customers are inundated with advertising messages at every turn, and everything I try just isn’t cutting it anymore.” Enter experiential marketing. The power of experiential marketing lies in its ability to engage, not only the mind but also the senses and emotions. This, in turn, creates memorable interactions that leave **a lasting impact**. In this article, we’re gonna talk all about how to effectively craft an experiential marketing strategy that transcends the transactional and transforms ordinary interactions into extraordinary memories. - [What is experiential marketing?](https://www.cmoalliance.com/how-to-build-an-experiential-marketing-strategy-examples-inside/#what-is-experiential-marketing) - [Why is experiential marketing important for field marketers and revenue marketers?](https://www.cmoalliance.com/how-to-build-an-experiential-marketing-strategy-examples-inside/#why-experiential-marketing-is-important-for-field-marketers-and-revenue-marketers) - [4 real-life experiential marketing examples](https://www.cmoalliance.com/how-to-build-an-experiential-marketing-strategy-examples-inside/#4-experiential-marketing-real-life-examples) - [How to build an experiential marketing strategy](https://www.cmoalliance.com/how-to-build-an-experiential-marketing-strategy-examples-inside/#how-to-build-an-experiential-marketing-strategy) ## What is experiential marketing? Experiential marketing is about creating live experiences that allow customers to engage with a brand in an interactive, hands-on way. The goal is to make these experiences memorable and shareable, forming an emotional connection between the consumer and the brand. ### Immersive, interactive experiences Rather than passive advertising, experiential marketing lets consumers actively participate. This could involve things like pop-up shops, brand activations at [events](https://www.cmoalliance.com/what-are-the-different-types-of-b2b-marketing-events/) and festivals, virtual or augmented reality (VR or AR) experiences, and other ways for customers to immerse themselves in branded [interactions](https://www.cmoalliance.com/empower-your-employees-by-building-a-culture-that-values-every-customer-interaction/). The key is letting people engage on their own terms. ### Memorable encounters that resonate This marketing strategy aims to provide unique encounters that stand out from typical ads and resonate on a personal, emotional level. Using things like free samples, games, VR, contests, and other participatory experiences, brands can shape more meaningful impressions that last. When done right, these types of live [brand experiences](https://www.cmoalliance.com/cmos-why-is-brand-experience-so-important-now/) become unforgettable. ### Consumers as active participants In experiential marketing, the consumer takes an active role rather than just receiving [brand messages](https://www.cmoalliance.com/messaging-and-positioning-customer-journey-continuum/) passively. By letting customers interact with products and services directly, they can shape their own brand perceptions through these immersive experiences. Participation makes for deeper engagement. ### Real-world, public spaces Rather than mass media ads, experiential marketing unfolds in real-world public spaces where audiences already gather - think events, festivals, street teams, pop-up shops, etc. This allows brands to mesh with moments in consumers' lifestyles and become part of the experience in an organic way. ### Multisensory for maximum impact Experiential marketing uses multiple senses like touch, sight, sound, and even smell and taste sometimes. This multisensory approach drives a deeper emotional impact and impression than ads that only use a single sense, like visuals or audio. The more senses involved, the more memorable the experience. ### Shareable moments that spread A core goal of experiential marketing is creating shareable moments that consumers will want to talk about and post on [social media](https://www.cmoalliance.com/your-guide-to-b2b-social-media-marketing/). These viral earned media moments organically spread brand awareness. By crafting experiences people find exciting and worthwhile to share, brands gain extended reach. ## **Experiential marketing vs. traditional marketing** At first glance, [experiential marketing](https://www.cmoalliance.com/whats-the-roi-on-experiential-marketing/) and traditional marketing might seem like they're trying to achieve the same thing, but they’re actually very different. Traditional marketing is usually more of a one-way conversation. Brands push messages out through channels like TV, radio, print ads, billboards, and digital advertising, and audiences receive those messages passively. Experiential marketing, on the other hand, invites people to actively participate. Customers get the chance to interact with it first-hand through experiences, events, activations, and immersive campaigns. Here's a quick breakdown of how the two approaches compare: ![Experiential vs traditional marketing](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/06/Traditional-vs-experiential-marketing--1-.png) When used together, traditional marketing and experiential marketing can be a powerful combination for driving both awareness and engagement. ## **Types of experiential marketing** One of the best things about experiential marketing is that there isn't a one-size-fits-all approach. But that’s also the challenge. Choosing the right type of experiential marketing is important because not every experience will resonate with every audience, so picking the right approach can make all the difference when it comes to engagement, brand awareness, and results. To help you figure out which direction to take, here’s a breakdown of the most common types of experiential marketing brands are using right now. ### **Brand activations** Brand activations are all about getting people to engage directly with your brand. These campaigns are designed to create memorable interactions that leave a lasting impression. Think of things like live demonstrations, interactive installations, giveaways, or hands-on experiences. ### **Event marketing** Instead of shouting into the digital void and hoping someone hears you, event marketing gives you a literal platform to chat face-to-face. It flips your marketing from a boring one-way broadcast into an actual conversation. **What it looks like**: Setting up camp at trade shows, festivals, conferences, or even hosting your own branded party. ### **Pop-up shops** Pop-up shops are temporary retail spaces or branded experiences that create a sense of excitement and exclusivity. Because they're only around for a limited time, they naturally create a sense of FOMO that drives immediate foot traffic and social shares. In reality, your pop-up could be anything from a sudden, beautifully designed retail space to a mini-experience that drops into a city center. ### **Guerrilla marketing** Guerrilla marketing relies on creative brainpower over massive ad budgets. The goal is to drop an unconventional, high-impact stunt in an unexpected public space to hijack people's attention. It’s a high-ROI strategy designed to disrupt a competitor's market share and get people talking, turning a localized stunt into a global, digitally shared brand moment. ### **Virtual reality (VR) and augmented reality (AR) experiences** Using VR and AR, brands can create immersive experiences that allow customers to explore products, interact with virtual environments, or experience a story in a completely new way. These are great for product demonstrations, storytelling, and creating highly memorable customer experiences. Some examples of this in action include putting on a headset to tour a factory halfway across the world or using a phone app to see how a piece of furniture looks in your actual living room. It makes product demos incredibly immersive and memorable. ### **Product sampling and demonstrations** Sometimes the simplest experiences are the most effective. Giving people the opportunity to try a product for themselves can be a powerful way to build trust and influence purchasing decisions. Product sampling and live demonstrations let customers experience the value of a product *before* committing to a purchase. ### **Hybrid and digital experiences** Experiential marketing doesn't always have to happen in person. Virtual events, livestreams, interactive online experiences, and digital communities can all be used to create engaging brand experiences for audiences wherever they are. In many cases, brands combine physical and digital experiences to maximise reach and engagement. No matter which approach you choose, the goal remains the same: create an experience that people remember, enjoy, and want to talk about long after it's over. [Marketing attribution models: Which one is for you?Are you measuring marketing success all wrong? Inside, we break down how to choose the perfect attribution model for your business.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--6f736d30-56f9-4580-85a1-4d71bb84387e.png)CMO AllianceSabrinthia Donnelly![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/marketing-attribution-models-explained--1--19b7f5db-cb9d-4015-9d64-d9b3eff43490.png)](https://www.cmoalliance.com/marketing-attribution-models-explained/) ## Why is experiential marketing important for field marketers and revenue marketers? ### Benefits for field marketers Experiential marketing is a valuable strategy for [field marketers](https://www.cmoalliance.com/what-is-field-marketing/) because it enables direct consumer engagement in public spaces where field marketers operate. It also complements other field efforts like sampling and events by adding an interactive element. Hands-on interactions allow field marketers to shape brand impressions in real time through consumers' experience. An experiential approach also utilizes field marketing strengths in rapid deployment and consumer engagement. ### Benefits for revenue marketers For revenue marketers, experiential marketing creates an interactive sales channel to actively pitch and close deals rather than passive advertising. Events and activations generate sales leads by capturing contact info. Product demos and trials fuel sales by allowing hands-on engagement before purchase. The exciting experiential environment is more dynamic for sales than stale stores. And positive brand impressions developed through experiential participation encourage purchasing. ## 6 experiential marketing real-life examples ### Red Bull Stratos **Brand:** Red Bull **Campaign:** Red Bull Stratos **Tactic used:** Live-streamed extreme sports stunt and global brand activation. **Result:** Over 50 million people watched the jump live, generating worldwide media coverage and reinforcing Red Bull's adventurous brand identity. In 2012, Red Bull sponsored Austrian Skydiver Felix Baumgartner's record-breaking high-altitude skydive from 24 miles above Earth. This stunt generated huge publicity and reinforced Red Bull's energetic brand image. - **Pushing human limits** \- By supporting Felix Baumgartner’s record skydive, Red Bull associated themselves with doing groundbreaking things never been done before. It embodied their slogan “Red Bull Gives You Wings”. - **Global live-stream** \- The jump was live-streamed worldwide, giving massive exposure to Red Bull's brand and logo as Felix descended. Over 50 million people tuned in. - **Social media buzz** \- The event generated huge buzz and viral discussion on social media, reinforcing Red Bull's image as a daring and trendy brand. ### The Ice Hotel **Brand:** Icehotel **Campaign:** Annual Icehotel Experience **Tactic used:** Immersive hospitality experience and experiential tourism attraction. **Result:** Attracts visitors from around the world each year, generating ongoing publicity, social media buzz, and repeat visitation through its ever-changing design. Every year, the Ice Hotel in Sweden is rebuilt using just snow and ice. Guests can have a unique experience staying overnight in this unusual hotel. It aligns with their brand promise of providing exceptional experiences. Staying in a hotel made of ice is a once-in-a-lifetime experience that aligns with the brand's focus on extraordinary experiences. It generates free publicity and word-of-mouth buzz each year. - **Unique experience** \- Staying overnight in a hotel made of ice and snow is something you can’t do anywhere else. The novelty provides a once-in-a-lifetime memory. - **Changes annually** \- The hotel is rebuilt with new designs each year, giving returning guests a fresh experience and fueling social media interest. - **Natural materials** \- Using just ice and snow plays up the brand's connection to nature and the environment in a stunning way. ### Disney ‘Wonder of Friendship’ pop-up stores **Brand:** Disney **Campaign:** Wonder of Friendship Pop-up Stores **Tactic used:** Immersive pop-up retail experience and interactive brand activation. **Result:** Generated excitement around Disney's film releases, encouraged social sharing, and deepened audience engagement through interactive storytelling. To promote new films, Disney has created highly themed multi-sensory[ pop-up stores](https://www.disney.co.uk/disney-wonder-of-friendship) in big [cities](https://www.cmoalliance.com/consumers-are-back-in-town-has-the-pandemic-changed-how-consumers-live-in-cities-and-how-can-marketers-respond/) that immerse customers in the movie's world. These immersive stores allowed customers to interact with the movie universes in a deeper way. They generated hype and anticipation for the films leading up to their launch. - **Themed interiors** \- Disney recreated the movie worlds through detailed props, music, and environments, letting customers feel immersed in the films. - **Movie previews** \- Advance movie trailers and exclusive clips helped build buzz and anticipation leading up to premieres. - **Social media engagement** \- Interactive photo ops in the stores drove social sharing and word-of-mouth marketing. ### Cisco Live **Brand:** Cisco **Campaign:** Cisco Live **Tactic used:** Large-scale B2B event marketing featuring product demonstrations, training sessions, and networking opportunities. **Result:** Increased customer engagement, strengthened partner relationships, and helped attendees better understand and adopt Cisco's products and solutions. Cisco's big annual IT conference [Cisco Live](https://www.ciscolive.com/) involves inspirational keynotes, training sessions, and interactive product demos to engage customers and partners with the Cisco brand. They even have a World of Solutions center that resembles a tech theme park. - **Interactive product demos** \- At their World of Solutions exhibit hall, Cisco essentially recreates their technologies in engaging hands-on displays and simulations. Attendees can interact with new networking gear and see infrastructure in action. This educational approach helps customers learn. - **Inspiring keynotes** \- Cisco brings in high-profile speakers like celebrities and CEOs to give inspiring keynotes on innovation and [leadership](https://www.cmoalliance.com/how-to-build-a-thought-leadership-strategy/). This helps associate their brand with being visionary. - **Customized training** \- Breakout sessions allow customers to learn how to optimize Cisco products for their specific company's needs. The hands-on, tailored training has practical value. ### Spotify Wrapped experiential campaign **Brand:** Spotify **Campaign:** Annual personalised “Wrapped” experience. **Tactic used:** Data-driven personalised digital experience. **Result:** Massive yearly social media engagement and global organic sharing at scale. Spotify Wrapped turns users' listening data into a personalised yearly summary that highlights each user's unique music habits. It has become one of the most anticipated digital experiences each year. - Highly personalised insights make each experience feel unique. - Built-in social sharing drives massive organic reach every year. - Encourages users to reflect on their listening behaviour. - Strengthens long-term engagement with the Spotify platform. ### Coca-Cola “Share a Coke” experiential activation **Brand:** Coca-Cola **Campaign:** Personalised “Share a Coke” bottles campaign. **Tactic used:** Mass personalisation and retail experiential rollout. **Result:** Significant uplift in sales and global social sharing driven by personalised products. Coca-Cola replaced its iconic logo with popular names, encouraging customers to find bottles with their own name or someone they know. This simple idea turned a standard product into a personalised, shareable experience. - Personalization created an emotional connection with consumers. - In-store activations encouraged people to search for their names. - Strong social media sharing amplified reach organically. - The campaign was rolled out globally and adapted for different markets. ## How to build an experiential marketing strategy Building an effective experiential marketing strategy involves many steps, and it has to be focused on creating an immersive and memorable experience that connects with your target audience on a deeper level. After all, that’s what experiential marketing is all about. Admittedly, there’s a lot that goes into any given [marketing strategy](https://www.cmoalliance.com/the-fundamentals-of-b2b-marketing/), and experiential marketing is no different. So, we can only really give a general overview of the process you must follow to build a successful experiential marketing strategy. The rest is up to you to bulk out with your idea and fine-tune it to your company’s goals, budget, team size, and so on. With that in mind, here is a step-by-step approach to an experiential marketing strategy. ### Define your goals Like with any marketing strategy, you must start out by clearly outlining your objectives. Are you looking to increase [brand awareness](https://www.cmoalliance.com/building-brand-awareness/), [drive sales](https://www.cmoalliance.com/marketing-throughout-sales-cycle/), improve customer loyalty, or launch a new product? Your [goals](https://www.cmoalliance.com/are-revenue-marketers-hitting-revenue-goals/) are going to guide the entire strategy. ### Know your audience Again, this is the same for any marketing strategy. But with an experiential marketing strategy, you need to be tailoring the experience to resonate with them emotionally. So, you really need to understand their preferences, interests, behaviors, pain points, and so on. [Storytelling marketing framework (with example)A framework designed to help you craft compelling product narratives that resonate with audiences.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--29ff0159-70f3-4323-8d14-01d91f8f6e27.png)CMO AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Marketing_Template_Framework_Tiles--600-x-315-px---45--b57a3478-9fe4-4e50-9f08-79353f9d9030.png)](https://www.cmoalliance.com/storytelling-marketing-framework-template/) ### Craft a compelling concept Next, you need to develop a creative and innovative concept that aligns with your brand’s identity and resonates with your audience. ### Choose the correct channels Choosing the correct channel is then the next step. This means figuring out where your experiential marketing campaign is going to take place. Is it going to be at a physical location like a pop-up shop, trade show, or other event? Or, is it going to be online, perhaps on social media or hosted on your website, or a combination of different platforms? ### Design the experience When it comes to designing the experience, it needs to be immersive and engaging to multiple senses (last time we say it, promise!). So, consider things like [storytelling](https://www.cmoalliance.com/tailoring-product-storytelling-to-your-target-audience/), interactive elements, visuals, sounds, scents, and even taste if applicable! These things will go a long way to making the experience leave a lasting impression on your audience. ### Integrate your brand values You wanna make sure that, above all, your marketing strategy doesn’t stray from your brand values. In order to make your entire brand identity cohesive, ensure that the experience aligns with your brand’s core values and messaging. Your experience isn’t separate from your brand, it should reflect what your brand stands for. ### Leverage technology Using technology, like augmented reality or virtual reality gives you the opportunity to take the experience to that next level and create a sense of novelty for your audience. ### Generate buzz (market, market, market!) Now, the experience can’t be a hit if no one hears of it. So, ensure that leading up to the event, you’re building anticipation for the experience. Use teasers, social media campaigns, [influencers](https://www.cmoalliance.com/finding-the-right-influencers-for-your-brand/), and [email marketing](https://www.cmoalliance.com/your-guide-to-b2b-email-marketing/) to create a sense of excitement around the event. ### Create shareable moments User-generated content is your friend. Design moments within the experience that are worthy of your audience sharing across their social media platforms. Encourage your audience to share their pictures and videos on social media to help create that buzz for you. ### Measure the success/collect feedback After the event, gather feedback from attendees to understand what worked well and what could be improved for future events. This can be incredibly valuable for refining your strategy further, especially if you have the same event happening at a different date and location. Don’t forget to define your KPIs (key performance indicators) to measure the success of your strategy. These could include [metrics](https://www.cmoalliance.com/kpis-for-revenue-marketers/) such as: - Foot traffic - Social media engagement - Website traffic - Sales conversions - Customer feedback ### Iterate and improve And finally, remind yourself that experiential marketing is an evolving process. Analyze your results, learn from your experiences, and use the insights to refine and improve your future strategies. You likely won’t get it 100% right the first time, but that’s the whole fun of it! ## **How to measure experiential marketing ROI** [Experiential marketing](https://www.cmoalliance.com/appealing-to-early-adopters-through-experiential-marketing/) can deliver strong results, but you need the right measurement approach to understand its true impact. The key is to track performance against clear goals and compare results before and after your campaign. ### **Key KPIs to keep an eye on** You don't need to track everything, but here are the most common metrics brands use to measure success: - **Social media buzz:** Are people tagging your brand, sharing photos, and talking about the experience online? - **Brand sentiment:** Did the experience actually make people like your brand more? - **Lead generation:** How many new email sign-ups, inquiries, or qualified leads did you reel in? - **The awareness "lift":** Did your overall brand awareness go up after the campaign compared to before you started? - [**Attribution modeling**](https://www.cmoalliance.com/marketing-attribution-models-explained/)**:** How did the event connect the dots to sales later down the road? (e.g., did someone visit your pop-up and then buy from your website a week later?) - **Web traffic & sales:** Look for noticeable spikes in website visitors and revenue during or right after the activation. - **On-site engagement:** How many people actually showed up, and how long did they stay? - **Real feedback:** What are attendees saying in post-event surveys? (The qualitative stuff matters just as much as the numbers!) ### **A simple ROI framework** Measuring your return on investment doesn't have to be a headache. Just follow these six steps: 1. **Define your goal:** Decide right out of the gate what success looks like. Is it raw brand awareness, fresh leads, direct sales, or customer loyalty? 2. **Set a baseline:** Grab a snapshot of your current metrics (traffic, sales, awareness) *before* the campaign launches so you have something to compare against. 3. **Track the action:** Keep a close eye on live KPIs while the experience is running - things like foot traffic and real-time lead capture. 4. **Measure the impact:** Once the dust settles, compare your post-campaign numbers to your baseline to see the exact "lift" you achieved. 5. **Crunch the numbers:** If your goal *is* direct revenue, plug your stats into this classic formula: **ROI = ((Revenue - Campaign cost) ÷ Campaign cost) × 100** **6\. Analyse and improve** Use insights from attribution data and feedback to refine future campaigns. 💡 ****Quick reminder:** Not every experiential campaign is built to drive immediate sales on day one. If your goal was to get people talking, a massive spike in social media reach **is* a winning ROI. Always measure success against your original goal! ## Experiential marketing trends to watch Experiential marketing doesn't stand still. While the main goal hasn't changed (you're still trying to create unforgettable moments that connect people to your brand), the tools and tactics are moving fast. If you want to keep your campaigns feeling fresh, here are the biggest [trends](https://www.cmoalliance.com/ai-in-mobile-advertising-trends-tools-and-compliance/) shaping the industry today: ### 1\. Personalisation powered by real-time data Nobody wants a cookie-cutter experience anymore. Today, audiences expect things to feel tailored specifically to *them*. Brands are using real-time data to customize activations on the fly based on a visitor's location, past purchases, or behavior. Whether it’s a personalized event schedule or a custom product recommendation built just for them on-site, making it personal makes it *memorable*. ### 2\. Next-gen VR and AR Virtual and Augmented Reality aren't just gimmicks anymore. They're both becoming standard tools for [storytelling](https://www.cmoalliance.com/storytelling-marketing-framework-template/). Brands are using them to pull off the impossible, like letting someone step inside a virtual showroom or using an AR app to overlay digital interactive art onto a busy city street. As the tech gets cheaper and more accessible, expect to see way more of this. ### 3\. Livestreaming and hybrid experiences Your experience shouldn't be limited to the people who can physically make it through the front door. The smartest brands are massively expanding their reach by building hybrid experiences. By combining physical events with high-quality livestreams, virtual interactive hubs, and online communities, you can turn a local 200-person event into a global moment. ### 4\. AI-driven audience segmentation [Artificial intelligence](https://www.cmoalliance.com/artificial-intelligence-in-marketing-boosting-efficiency-and-creativity/) is doing a lot of the heavy lifting behind the scenes. By crunching mountainloads of customer data, AI can instantly predict behaviors, spot trends, and segment your audience. This means you can design your experiences with laser-like precision, delivering the exact right message to the right person at the absolute perfect time. ### 5\. Seamless user-generated content (UGC) The best experiential campaigns don't just entertain people; they turn them into content creators. Brands are now designing spaces with social sharing baked right into the blueprint. Think interactive photo backdrops, unique lighting setups, creator partnerships, and highly shareable "moments" that practically beg to be posted on TikTok or Instagram. When your attendees do the marketing for you, your reach explodes. ## To wrap up… Remember that experiential marketing is about creating those memorable moments that forge emotional connections between your brand and your audience. This strategy should, first and foremost, be customer-centric and focused on delivering value to your customers in a unique and impactful way. This is your opportunity to experiment and have fun with thinking outside the box and bringing a whole new level to your marketing campaigns that’ll rake in sales and leave your audience coming back for more. ### Emotional marketing: Does it really work? URL: https://www.cmoalliance.com/emotional-marketing-does-it-really-work/ Last updated: 2026-06-02T13:14:31.000Z ## **What is emotional marketing?** Emotional marketing is a strategy that uses emotions to make connections with consumers. It leverages happiness, fear, sadness, [nostalgia](https://www.cmoalliance.com/nostalgia-marketing/), etc. to influence buying decisions and boost brand loyalty. This type of marketing relies on: - [**Storytelling**](https://www.cmoalliance.com/how-to-build-emotional-connections-through-b2b-brand-storytelling/): This is about creating compelling narratives that resonate with your audience, mainly their experiences and emotions. - **Relatability**: You have to align your messaging with your audience’s values, challenges, or pain points to create that emotional bond. - **Brand personality**: Make sure you’re presenting your brand in a way that feels human, authentic, and emotionally engaging. - **Visual and sensory appeal**: This means using images, colors, music, design, etc. that evoke strong emotions. - **Social proof**: A key element of emotional marketing is leveraging testimonials and user-generated content to build trust and connections. ## **Does emotional marketing work?** The short answer is yes, it works (with a caveat: most of the time). Think about Coca-Cola’s “Share a Coke” campaign, which is meant as a positive message to inspire joy and happiness, or consider any insurance or cybersecurity ads you may have seen, which rely on people’s fears and worries to make them buy a product. But how exactly does emotional marketing work? First of all, it **triggers decision-making**. Harvard Business School professor [Gerald Zaltman says](https://www.library.hbs.edu/working-knowledge/the-subconscious-mind-of-the-consumer-and-how-to-reach-it) that 95% of our buying decisions happen in the subconscious mind. People tend to justify their emotional choices with logic. ### **Emotional marketing by the numbers** Research suggests that emotional connections don't just influence customer perceptions - they can also drive measurable business results: - **Emotionally connected customers are 52% more valuable** than customers who are merely highly satisfied, according to research highlighted by [Harvard Business Review](https://hbr.org/2015/11/the-new-science-of-customer-emotions). - **Advertisements that generate strong emotional responses can produce a 23% lift in sales volume**, according to [Nielsen Consumer Neuroscience](https://develop.nielsen.com/wp-content/uploads/sites/2/2019/04/nielsen-featured-insights-when-emotions-give-a-lift-to-advertising.pdf?utm%5Fsource=clickz&utm%5Fmedium=newsletter&utm%5Fcampaign=CZweekly2024) research. - Studies have also found that emotionally driven advertising can increase brand interest, online search activity, and purchase intent. Emotional marketing also **boosts your brand recall**. This means that content that is emotionally charged is more memorable since people can remember how a brand made them feel, even if they don’t recall what was said. It also **improves engagement**, since emotional content tends to perform better on social media, generating more comments and shares than purely informational content. The concept of “[rage baiting](https://www.bbc.co.uk/news/articles/c4gp555xy5ro)” comes to mind, where people create content specifically to annoy others into commenting and interacting with their brand. Brands that evoke emotions like happiness, trust, or sadness can create stronger connections to keep people coming back – so, emotional marketing is good for customer retention and **brand loyalty**. Emotional branding can also help you **justify higher prices**, as customers are happier to pay for products that align with their values and emotions. ## **Pitfalls of emotional marketing** However, while it’s clear emotional marketing has many benefits, it also comes with pitfalls to avoid. For example: ### **Emotional fatigue** Overusing emotional appeals, especially if you’re attempting to evoke sadness, can desensitize people. On top of this, people might also feel emotionally manipulated – in this case, they might develop a negative perception of your brand. ### **Concerns with authenticity** With emotional marketing, you also have to be careful when it comes to [authenticity](https://www.cmoalliance.com/8-ways-to-authentically-bring-your-companys-values-to-life/). People might consider your campaign insincere or opportunistic, which means appealing to emotions could backfire. Overall, consumers are savvy and can detect when brands are exploiting emotions instead of being genuine. ### **Short-lived impact** Relying solely on emotional marketing might be an issue, since these campaigns might generate short-term buzz and engagement but might not translate into a long-term sales plan. ### **Misaligned with values** Another thing to take into account is that emotional storytelling should align with your core values and mission, and shouldn't feel disconnected, since that can lead to confusion – and you can also lose the trust of your consumers. ### **Negative emotional associations** Overly dramatic or fear-based campaigns can sometimes create negative associations with your brand. For instance, if you rely heavily on leaving people feeling guilty or anxious, they might become uncomfortable instead of inspired to buy your product or follow your brand. ## **When emotional marketing backfires** The 2017 Pepsi “Live for Now” campaign with Kendall Jenner is a famous example of emotional marketing gone wrong. Pepsi created an ad featuring Jenner leaving a glamorous photoshoot to join a crowd of protestors, offering a can of Pepsi to a police officer to diffuse tensions and bring protestors and law enforcement together. Instead of appealing to their audience, Pepsi was accused of tone-deafness to social issues, co-opting activism for commercial gain, using a celebrity with no known connection to activism (which came across as inauthentic), and mirroring and exploiting real-life events. Pepsi quickly removed the ad and issued a public apology for “missing the mark”. ## **How to use emotional marketing effectively** ### **1\. Know your audience and their triggers** What makes your audience tick? What are their concerns and pain points? Carry out customer research and identify the key emotions driving their decisions. You can also make use of social listening and surveys. Once you’re ready, segment your audience based on their emotional needs, be it security or nostalgia. ### **2\. Tell good stories** It goes without saying that good storytelling is key to a strong emotional marketing campaign. Use narratives that reflect real-life [challenges](https://www.cmoalliance.com/benefits-challenges-sales-marketing-alignment/), successes, and aspirations, and be authentic, so that people can connect with your brand. Incorporate characters, themes, and scenarios your audience can identify with. For example, every year, Google releases their Year in Search, which highlights the most popular search trends and events of the year. 2024’s edition, like previous years, focused on emotions, driving nostalgia, happiness, and inspiration, just to name a few, to create a story of what the year was all about. ### **3\. Choose an emotion to leverage** If you try to appeal to many different emotions, your message will be diluted. Instead, focus on what you want to achieve. Do you want to inspire action with a happiness-filled video? Do you want to create fear in order to encourage a sense of urgency? Or do you aim to surprise your audience so that you can better capture their attention? Make sure your emotional triggers are aligned with your [customer journey](https://www.cmoalliance.com/improving-the-customer-journey-with-revenue-marketing/). ### **4\. Consider the visual appeal** Colors, music, and tone should all work together to [evoke a specific emotion](https://www.cmoalliance.com/stop-using-these-90-promotional-words/). Also, images and videos can help tell an emotional story more effectively than just text. ### **5\. Engage with user-generated content** Encourage customers to share their stories and experiences with your brand, and showcase testimonials and personal stories that evoke emotions and build social proof. ### **6\. Choose emotional language** Whether crafting headlines or text to go on a video, make sure you’re choosing emotional language. E.g., instead of “buy now”, try “start your journey today”. ## **How to measure emotional marketing effectiveness** Creating an emotional connection with your audience is one thing, but understanding whether your campaigns are delivering results is another. Quantifying emotional responses can be difficult, but it *is* possible. To get it right, though, you need to combine brand, engagement, and customer loyalty metrics to assess the impact of your emotional marketing efforts. ****Quick tip:** **Track both short-term campaign performance and long-term brand health indicators to gain a complete picture of your emotional marketing impact.* Here’s a breakdown of the emotional marketing metrics that matter most: ![Emotional marketing metrics](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/06/ai-and-human-creativity-chart--1-.png) To expand on the overview above, here’s how each metric works: ### **Sentiment analysis** Instead of just counting how many people are talking about you, sentiment analysis tracks the overall emotional tone of your customer feedback, reviews, and social media mentions. This is the most direct way to validate whether an emotional campaign sparked the positive connection you intended or accidentally missed the mark. ### **Brand awareness and recall** Brand awareness measures how easily consumers remember your brand after seeing a campaign. Because the human brain naturally prioritizes emotional memories over neutral ones, high recall is a strong indicator of success. So, if your target audience can vividly remember your ad weeks later, your messaging struck a genuine emotional chord rather than just passing through their feed unnoticed. ### **Net Promoter Score (NPS)** NPS relies on a single question: How likely are you to recommend us to a friend? This score measures advocacy, which is the ultimate by-product of an emotional connection. Customers rarely risk their personal reputation by recommending a brand unless they feel a deep sense of trust and loyalty toward it. ### **Customer Lifetime Value (CLV)** CLV tracks the total revenue a single customer generates over their entire relationship with your business. This makes CLV the best emotional marketing metric to assess long-term brand health. Remember that satisfied customers buy from you when it’s convenient, but emotionally connected customers buy from you repeatedly, ignore competitors, and stay loyal for years. ### **Engagement metrics** Moving past passive "likes," true engagement focuses on deeper interactions like shares, comments, video completion rates, and time spent on a page. High engagement means your content didn't just grab attention but forced a reaction. When someone takes the time to comment or share a video, the content resonated enough to make them want to align their own online identity with your message. ### **Conversion rates** While emotional marketing is a long-term strategy, it still needs to inspire action by tracking the percentage of users who complete a specific goal. Measuring conversions helps you prove that your emotional narrative isn't just "feel-good" content, but a powerful motivator that pushes people past analysis paralysis and into a buying decision. ### **A/B testing results** A/B testing gives you concrete, side-by-side data by comparing emotional creative variations against purely functional ones. By isolating these variables (like testing a benefit-driven headline against an emotion-driven one) you get definitive proof of exactly how much heavy lifting the emotional angle is doing for your ROI. ## **Examples of successful emotional marketing** We already gave you a few emotional marketing examples to inspire you, but here are some more to cement the idea of using emotions in your ads. ### **Dove** Dove’s #TurnYourBack campaign continues its long-standing focus on real beauty and self-acceptance. The campaign highlights the impact of social media filters on young women’s self-esteem and encourages audiences to reject unrealistic beauty standards shaped by digital alteration. The emotional trigger used is self-esteem and empowerment, encouraging viewers to feel confident in their natural appearance. The campaign generated millions of views on TikTok, driven by strong engagement around the hashtag and widespread discussion on body image and digital authenticity. > [@dove](https://www.tiktok.com/@dove?refer=embed "@dove") No filter should tell you how to look. 80% of girls are already using filters by the age of 13\. It’s no wonder their perception of beauty and their self-esteem are distorted. Help reverse the damage. [#TurnYourBack](https://www.tiktok.com/tag/turnyourback?refer=embed "turnyourback") on the Bold Glamour filter and digital distortion. Real beauty is bold. [#RealBeautyIsBold](https://www.tiktok.com/tag/realbeautyisbold?refer=embed "realbeautyisbold") [#Dove](https://www.tiktok.com/tag/dove?refer=embed "dove") [#LetsChangeBeauty](https://www.tiktok.com/tag/letschangebeauty?refer=embed "letschangebeauty") [#NoDigitalDistortion](https://www.tiktok.com/tag/nodigitaldistortion?refer=embed "nodigitaldistortion") [#BeautyCommunity](https://www.tiktok.com/tag/beautycommunity?refer=embed "beautycommunity") [#SelfEsteem](https://www.tiktok.com/tag/selfesteem?refer=embed "selfesteem") [♬ original sound - Dove Beauty & Personal Care](https://www.tiktok.com/music/original-sound-7208223531170007850?refer=embed "♬ original sound - Dove Beauty & Personal Care") ### **Heinz and Absolut** [Heinz](https://heinztohome.co.uk/sauce/pasta-sauce/heinz-pasta-sauce-x-absolut-vodka.list) and [Absolut](https://www.absolut.com/en-gb/campaign/heinz-x-absolut/) collaborated to create a “Tomato Vodka Pasta Sauce” blending two iconic brands into a single unexpected product concept. The emotional triggers used are nostalgia and curiosity, combining familiar household brands in a way that encouraged audience intrigue. The campaign drove significant social media conversation and earned widespread PR coverage, with audiences engaging heavily due to its novelty and cultural references to classic vodka pasta recipes. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXeCE-wZwc8uxXH9REgD5l6qThG4Ui55UUsQoDSRSC4mY4U8RKLQV4sgLgkqaBYIO4hRqLBSe2SD_NhQoHEQvL_IhEWouO1YmY3QLG6VMfbfoNBZ2tEKppv7X5tNZLWoQzCtRn3GxQ?key=wOLqHxAWx09LUtovkT7bHiT8) ### **1Password and Ryan Reynolds** Actor and entrepreneur Ryan Reynolds partnered with 1Password in a humorous campaign filmed at Wrexham AFC, where he delivers an unconventional team talk focused on cybersecurity instead of football strategy. The emotional triggers used are humour and surprise, transforming a typically dry topic like password security into entertaining storytelling. The campaign helped make cybersecurity more memorable and accessible, driving high engagement across social platforms and increasing brand recall through comedic association. ### **Specsavers** “Should have gone to Specsavers” is a fun, popular series of ads created by Specsavers to bring awareness to their products with a dash of humor, mainly showcasing people’s poor eyesight and how the company could have prevented the issue. These ads are relatable, as they use everyday situations like mistaking objects and people, and have a memorable tagline, making it easy for people to recall the brand. ### **John Lewis** This UK-based department store creates annual Christmas ads that tug at people’s heartstrings, and use love and kindness as emotional hooks. The ads tend to use popular songs mixed with visual storytelling, such as their “Man on the Moon” ad, where a girl sees an elderly man living on the moon and sends him a gift so he’s not as lonely or isolated (to a cover of Oasis’ *Half the World Away*). Despite it being an older ad, it’s a testament to its emotional appeal that many people still remember it by name. Last year’s ad shows a woman on a last-minute quest to find the perfect gift for her sister. ## **Emotional marketing in B2B vs B2C contexts** Emotional marketing is often associated with consumer brands, but its influence extends well beyond B2C advertising. In both B2B and B2C worlds, purchases are driven by feelings. The only real difference is *which* emotions are doing the heavy lifting, and what triggers them. ### **Emotional marketing in B2C** In consumer marketing, emotion is usually fast, loud, and immediate. Campaigns tend to lean into instant feelings like joy, nostalgia, humor, or excitement to drive relatively quick buying decisions. Because consumers are buying for themselves, the emotional triggers are deeply personal. Brands like Coca-Cola or Dove aren't just selling products; they are selling a reflection of how the buyer wants to see themselves, tying the purchase directly to lifestyle and identity. ### **Emotional marketing in B2B** B2B emotional marketing is much quieter, but the stakes are actually a lot higher. While B2B buyers like to wrap their final choices in logic, spreadsheets, and ROI calculations, their initial pull is driven by emotions like trust, security, and a very real fear of making a mistake. Remember, B2B buyers are still people. They are dealing with professional pressure, corporate politics, and the pressure to make the "right" call for their company. In this environment, the emotional drivers look a bit different. For example: - **Trust and credibility** become central emotional drivers in vendor selection. - **Risk reduction** plays a major role in software and service decisions. - **Confidence in outcomes** often outweighs feature comparisons. - **Personal reputation** can influence whether a decision-maker feels safe choosing a particular solution. ### **The overlap between B2B and B2C emotional marketing** While the execution looks different, the core psychology is identical: people make decisions emotionally and justify them rationally afterward. This is exactly why enterprise software companies are ditching dry tech jargon and moving toward human-centered storytelling and customer success narratives. Strategies that once belonged entirely to B2C (like personalization, heavy social proof, and value-based messaging) are now staples of great B2B marketing. Ultimately, emotional marketing isn't a strategy built for a specific audience. It's a universal truth about how humans make choices, adapting seamlessly whether you're selling a $5 latte or a $50,000 piece of software. ## **In short** Yes, emotional marketing works, but only when it’s authentic, relevant, and includes a deep understanding of your audience. Make sure your campaigns are genuine and aligned with brand identity, balance emotional appeals with rational elements (i.e., the benefits of your product), and be aware of feedback, so you can tweak and improve your emotional campaigns if they’re not working. --- *Join our growing* [*Slack channel*](https://www.cmoalliance.com/join-the-community/) *and connect with other revenue marketers like yourself, stay on top of the latest trends, get answers to all your burning questions, and so much more.* [Community | Revenue Marketing AllianceWhat’s the best resource for Revenue marketers? Other Revenue marketers of course! You can find a network of them right here, by joining our community.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--124.png)Revenue Marketing AllianceRevenue Marketing Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Meta_Image_Template-1-5.png)](https://www.cmoalliance.com/join-the-community/) ### Marketing attribution models explained: Which one is right for your business? URL: https://www.cmoalliance.com/marketing-attribution-models-explained/ Last updated: 2026-06-02T08:13:14.000Z Marketing leaders are under constant pressure to prove impact. The problem is that customers don’t always follow a predictable path to purchase. Someone might discover your brand through paid social and return through organic search a week later. Another customer might go through a well-designed email campaign and a few [online webinars](https://www.cmoalliance.com/webinar-strategy-template-framework/) before they’re finally ready to convert. With the buyer journey being so unpredictable, which touchpoint deserves the credit? *That's* when it’s time to turn to marketing attribution models. The right one can help you understand what's influencing the pipeline, where to invest budget, and which channels are working to get the best results. But… choose the wrong attribution model, and you risk optimizing for the wrong outcomes. To avoid that issue, we’ve broken down everything you need to know about [marketing attribution](https://www.cmoalliance.com/are-we-doing-b2b-marketing-attribution-all-wrong/) models to help you decide which approach is right for your business. ## **Why bother with marketing attribution?** One of the easiest mistakes marketing leaders make is confusing visibility with actual impact. The reality is that almost any channel can produce encouraging [metrics](https://www.cmoalliance.com/lessons-from-my-journey-as-a-cmo/). Your social campaigns get engagement, your content drives traffic, and your emails create clicks (*hopefully!*). But the real challenge is figuring out which of those activities moves the needle on a buying decision. You only get that clarity when you stop looking at each channel in a vacuum and start connecting your marketing efforts directly to [revenue](https://www.cmoalliance.com/what-changes-when-marketing-gets-closer-to-revenue/). That’s where marketing attribution comes into play. It connects the dots across the entire customer journey, showing you exactly how different touchpoints work together to drive sales. For CMOs, this kind of visibility changes everything. It moves the conversation far beyond simple reporting. Budget decisions stop being a guessing game, [performance reviews](https://www.cmoalliance.com/brand-marketing-vs-performance-marketing/) get a lot more credible, and you can finally shift your investments away from gut feelings and toward hard evidence. ## **Why marketing attribution matters** Alright, now that we’ve covered why marketing attribution is so useful, let’s move on to why it matters at all. It isn’t just about knowing what happened in the past, it’s to help you make better decisions about what to do *next*. When attribution is working well, campaign optimization becomes more focused because teams can see which activities are contributing to outcomes, not just engagement. Not only that, but your ROI reporting becomes way more reliable now that you can measure marketing’s contribution more clearly. And, to top it off, you’ll have smarter budget allocation because investment naturally follows proven performance rather than intuition. Of course, no attribution model is perfect, but it’s not meant to be. Customer journeys are always going to be complex, and every model comes with its own set of built-in assumptions and blind spots. But running a marketing department without attribution means you're trying to answer high-stakes strategic questions completely in the dark. With it, you finally have a solid foundation for planning, prioritizing, and driving growth. --- [What is Marketing Attribution? | 2026 Guide & ResourcesComplete guide to single-touch/multi-touch models, privacy changes, and a strategy to connect your marketing to pipeline and revenue.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--05b85b122a97d7e46736fd0b9bd719c7cf9383552b3e75dc8b5845b15d43c1f0.png)CMO AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/What-is-marketing-attribution-1-eb47ddc4c79e2c6c17290623fd91ef7b94a6a715f774fcce43b10ffc331e6a02.png)](https://www.cmoalliance.com/are-we-doing-b2b-marketing-attribution-all-wrong/) --- ## **Types of marketing attribution models (and what they’re best at)** To keep things simple, [attribution models](https://www.cmoalliance.com/best-ai-powered-marketing-attribution-tools/?%5Fgl=1%2Ab9dnx3%2A%5Fup%2AMQ..%2A%5Fga%2ANDIwNDYwMzYwLjE3ODAzMTk3MzY.%2A%5Fga%5FFPDG6YCT5K%2AczE3ODAzMTk3MzYkbzEkZzEkdDE3ODAzMTk3NDIkajU0JGwwJGgw) generally fall into two categories: single-touch and multi-touch. Single-touch models assign all conversion credit to one interaction, while multi-touch models distribute credit across several touchpoints throughout the customer journey. Neither approach is necessarily right or wrong. They're simply different ways of interpreting the same set of events. Understanding the strengths and limitations of each model is the first step toward choosing the one that best reflects how your customers actually buy. ## **Single-touch attribution models** If you’re looking for something slightly less sophisticated and easier to measure marketing performance, single-touch attribution models are for you. Rather than distributing credit across multiple interactions, they assign 100% of the conversion value to a single touchpoint. This makes them easier to implement, explain, and report on. The trade-off is that they simplify what’s often a far more complex customer journey. The two most common single-touch attribution models are first-touch attribution and last-touch attribution. ### **First-touch attribution models** Some marketing leaders are less interested in what closed the deal and more interested in what started the conversation. First-touch attribution assigns 100% of the conversion credit to the very first interaction a customer has with your brand. If someone discovers your company through a LinkedIn ad, engages with several campaigns over the following months, and eventually converts through another channel, the LinkedIn ad receives all the credit. This type of model is great for understanding which channels generate awareness and introduce new prospects into the funnel. The limitation, however, is obvious. Every interaction after that first touch is ignored, regardless of how influential it may have been in driving the final decision. **Best suited to:** Orgs focused on brand awareness, audience growth, and top-of-funnel acquisition. ### **Last-touch attribution model** At the other end of the spectrum is last-touch attribution. This model hands 100% of the conversion credit to the very last interaction a customer has before buying. If a prospect clicks a branded search ad right before checking out, that ad gets all the glory (even if they’ve been reading your content for six months). Because it’s so straightforward, last-touch has historically been one of the most widely used models out there. It gives you a clear look at what is pushing people over the finish line, making it incredibly useful for evaluating your bottom-of-funnel tactics. But this one has a catch because customers rarely buy things on a whim after a single interaction. By focusing entirely on the final click, you risk completely ignoring the top-of-funnel campaigns that actually built the demand in the first place. If you only look at last-touch, you might end up cutting funding for the exact social or content campaigns that are feeding your pipeline. **Best suited to:** Organizations looking to understand which activities are most closely associated with conversion events. ### **Last non-direct attribution** Not all last-touch models treat direct traffic the same way, which is where the last non-direct click comes in. This model still gives all the credit to the final touchpoint, but with one major change - it completely ignores direct visits. For example, if someone clicks a paid search ad, leaves, and then comes back a few days later by typing your URL straight into their browser to buy something, the paid search ad gets 100% of the credit. The logic here is that direct visits usually just mean the customer already knew who you were, so it probably wasn't the direct URL type-in that suddenly convinced them to buy. By filtering out that direct traffic, this model tries to reward the actual marketing channel that put your brand on their radar in the first place. While this gives you a much cleaner picture of channel performance than standard last-touch, it still has the same fundamental flaw of ignoring the rest of the customer journey and anything that happened early on. **Best suited to:** Organizations that want a simple attribution model while reducing the influence of direct traffic on reporting. ## **Multi-touch attribution (MTA) models** The biggest problem with single-touch models is that real customers rarely follow such a straight line. Think about how B2B buying actually works. A prospect might first spot your brand in a LinkedIn ad, download a whitepaper a few weeks later, attend a webinar, click through a few [email campaigns](https://www.cmoalliance.com/what-types-of-email-campaigns-are-your-competitors-running/), and finally convert after a call with your sales team. Reducing that entire relationship down to a single click is definitely easy, but it can easily misrepresent how people actually make buying decisions. This is why multi-touch attribution (MTA) exists. Rather than assigning all credit to one touchpoint, multi-touch attribution models distribute credit across multiple interactions throughout the customer journey. The goal here isn't to crown a single champion; it’s to understand how your different marketing channels work together as a team to drive that final sale. If your company has a longer sales cycle, deals with multiple stakeholders, or balances a mix of [top-of-funnel](https://www.cmoalliance.com/the-key-stages-of-the-growth-marketing-funnel/) brand awareness and bottom-of-funnel demand gen, MTA is usually what you need to get an accurate picture of what’s working. Of course, once you decide to go this route, the next big question is: *how exactly should you split up that credit?* ### **Linear attribution** If you think every single touchpoint deserves a pat on the back, you’re looking at linear attribution. This model takes the total conversion credit and splits it equally across every single interaction in the [customer journey](https://www.cmoalliance.com/why-b2b-marketers-influence-the-customer-journey/). So, if a customer touches five different marketing channels before converting, each of those five channels gets exactly 20% of the credit. The upside is that it’s incredibly fair. It acknowledges that modern buying journeys are a team effort and gives you a bird’s-eye view of your entire funnel. But the obvious downside is that it assumes every single interaction has the exact same impact. In the real world, we know that’s just not true. Spending 45 minutes on a live [product demo](https://www.cmoalliance.com/ai-enhanced-cgi-transforming-product-demos/) carries a lot more weight than casually opening a single email or scrolling past a social post, but a linear model treats them as if they are identical. **Best suited for:** Companies that want a simple, entry-level way to look at multi-channel marketing without getting bogged down in complex algorithms. ### **Time-decay attribution** Not every touchpoint carries the same weight. Time-decay attribution gives progressively more credit to interactions that occur closer to conversion. Earlier touchpoints still receive recognition, but recent engagements are considered more influential in the decision-making process. For a lot of marketers, this feels way more intuitive than a linear model. It mirrors real-world human behavior as buyers naturally become more focused and engaged as they get closer to pulling the trigger on a purchase. The trade-off is that it can accidentally short-change your top-of-funnel efforts. That initial blog post or social ad that sparked the customer's interest months ago might end up getting pennies on the dollar for credit, making your [brand-awareness](https://www.cmoalliance.com/how-to-make-the-case-for-brand-awareness/) campaigns look less valuable than they actually are. **Best suited to:** Businesses with longer sales cycles where nurturing leads over weeks or months is the name of the game. ### **Position-based attribution** Some touchpoints matter because they introduce a prospect to the brand. Others matter because they help close the deal. If you want a model that respects both, you’re looking at position-based attribution (often called the U-shaped model). This approach essentially takes a "best of both worlds" strategy. It gives the heavy lifting (usually 40% of the credit each) to the very first and the very last touchpoints. Then, it takes the remaining 20% and splits it evenly among all the middle interactions that happened along the way. The position-based attribution model does a good job of balancing two of your biggest strategic questions: What got us on their radar? and what finally pushed them over the edge? For a lot of [marketing teams](https://www.cmoalliance.com/how-will-marketing-teams-change-within-the-next-five-years/), this is the ultimate sweet spot. It gives you a much more sophisticated view than a lazy single-touch model, but it’s still simple enough to understand without needing a data science degree. **Best suited to:** Companies that want visibility into both acquisition and conversion drivers. ### **W-shaped attribution model** As customer journeys get more complicated, sometimes you need a model that looks at major milestones rather than just the first and last click. That’s where something like the W-shaped attribution model can be really useful. Think of this as an upgraded version of the U-shaped model. Instead of just rewarding the beginning and the end, the W-shaped model picks out three critical, pipeline-defining moments: first touch (the initial discovery), lead creation (when they actually give you their email), and opportunity creation (when sales says, "Yes, this is a real deal"). Usually, these three heavy hitters get 30% of the credit each. The remaining 10% is then sprinkled across all the other minor touchpoints that happened in between. This approach is pure gold for[ B2B marketers](https://www.cmoalliance.com/from-playbooks-to-patterns-how-ai-is-rewriting-b2b-gtm-strategy/). In the B2B world, moving a prospect from a casual lead to an active sales opportunity is a massive hurdle, often just as important as getting them to sign the final contract. The W-shaped model ensures that the marketing efforts driving those mid-funnel breakthroughs actually get recognized. **Best suited to:** B2B organizations with clearly defined lead management and sales processes. ## **Algorithmic attribution models** Every attribution model we've covered so far has one thing in common: the rules are predetermined. Whether it's first-touch, last-touch, or a multi-touch approach, marketers decide in advance how conversion credit should be distributed. The problem, of course, is that real human buyers don’t follow a script. A webinar that completely flips the switch for one prospect might be an absolute snooze-fest for another. Algorithmic attribution models attempt to solve that problem. Rather than relying on fixed rules, these models use machine learning and historical customer data to evaluate the relative contribution of each touchpoint. The goal is to move beyond assumptions and uncover how customers actually interact with marketing activities before converting. Put simply, it stops guessing and starts measuring reality. For organizations managing large volumes of data across multiple channels, this can provide a far more nuanced view of marketing performance. ### **Data-driven attribution** If you’ve ever used Google Analytics 4, you’ve probably bumped into this one: [data-driven](https://www.cmoalliance.com/data-driven-ai-your-marketing-superpower/) attribution is the most popular, real-world version of an algorithmic model. Instead of relying on a human to guess which touchpoints matter most, it looks at your history of wins and losses, spots the patterns in how real people actually behave, and hands out credit based on hard numbers. The biggest perk here is that it adapts to the chaos of modern buying. Because customer journeys are rarely identical, a data-driven model can pick up on subtle, hidden patterns that simpler models completely miss. But let’s talk about the two main cons of this approach: **First, it is a data hog.** Machine learning only works if you give it a ton of high-quality data to chew on. If your conversion volume is on the lower side, the algorithm's insights can get shaky and unreliable fast. **Second, it lacks transparency.** With a linear or first-touch model, the math is simple enough to explain on a whiteboard in five seconds. Data-driven attribution is more of a black box. The calculations happen behind the scenes, and when a stakeholder asks why a specific campaign got a certain amount of credit, "the algorithm said so" isn't always an easy sell in a board meeting. **Best suited for:** Mature marketing teams with massive datasets, airtight tracking infrastructure, and the organizational patience to trust a black-box model. ### **The truth: There’s no perfect attribution model** One of the most common mistakes in marketing measurement is assuming the goal is accuracy. Every single [type of marketing attribution model](https://www.cmoalliance.com/what-are-the-main-types-of-marketing-attribution/) requires a trade-off. Some models oversimplify the journey just to keep your reporting clean. Others try to capture every single nuance but end up being a nightmare to explain to your CEO. The most advanced algorithmic approaches might get closer to the truth, but they lock that truth away inside a black box. None of these choices is inherently right or wrong. They just reflect where your company is in terms of data maturity, budget, and resources. For most CMOs, the real challenge isn’t hunting down the most cutting-edge model on the market. It’s simply choosing the model that gives your team the confidence to make better decisions. - For a smaller team, that might mean a simple single-touch model that keeps things moving. - For a growing B2B company, it might be a U-shaped or W-shaped framework that honors the reality of a long sales cycle. - For enterprise giants, it might look like a powerhouse combo of data-driven algorithmic modeling and high-level Marketing Mix Modeling (MMM) working side-by-side. At the end of the day, you don’t need to find a flawless model. Instead, focus on finding the one that helps your team answer the only three questions that actually matter: - Where should we invest more? - What is actually working? - What is simply creating noise? Because attribution isn't the end goal. Making better decisions is. Check out our Customer journey map framework to learn more about optimizing the entire customer journey from start to finish: [Customer journey map framework | DownloadThe customer journey map helps marketers and customer success professionals visualize and optimize the entire customer experience.![](https://static.ghost.org/v5.0.0/images/link-icon.svg)CMO AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Marketing_Template_Framework_Tiles--600-x-315-px---1-.png)](https://www.cmoalliance.com/customer-journey-map-template-framework/) ### How to build agentic AI workflows that actually work for B2B marketing URL: https://www.cmoalliance.com/agentic-ai-workflows-for-b2b-marketing/ Last updated: 2026-05-29T16:11:19.000Z Let's start by zooming out for second. Gartner is a 40 billion dollar agency that's been around for over 30 years, and they're calling AI part of a "combinational disruption" that's forcing us to reexamine our assumptions about strategy, tactics, and innovation. In their words, these tools are the ones that make us more human. Look at the industry trends and you'll see why. ChatGPT alone has a billion active users. It's the fifth most visited website in the world as of April 2026, sitting behind Google, YouTube, Facebook, and Instagram. Usage is up by 2.5 billion users per day, which is closely catching up to Google's 14 billion searches a day. And [Google itself has implemented AI Overviews](https://www.cmoalliance.com/search-is-changing-google-ai-mode/), which, depending on which study you read, appear in as many as half of all search responses. The shift is especially pronounced in marketing. According to data from CMO Alliance, 77% of marketers are already using some form of AI agent in their day-to-day work, and another 22% are planning to. Everywhere you go, you hear about how [agentic AI is changing the face of marketing](https://www.cmoalliance.com/agentic-lifecycle-marketing/). --- *This article is adapted from Avi's keynote at the AI for Marketer's Summit, San Francisco.* [*Get your ticket for this year's summit*](https://events.cmoalliance.com/location/aisanfrancisco) *to access even more cutting-edge insights on applied AI in marketing.* --- When I recently asked a room what their current experience was with AI agents in their marketing efforts, the answers were telling. Some were planning to start soon. Others said they were seeing some wins but hitting roadblocks. Very few said they were getting great results across the board. That tracks with what I'm seeing in the wider market. Most organizations are building from the bottom up. Teams are dabbling with perplexity, Claude, custom GPTs, and whatever else they can get their hands on. The result is a disparate, fragmented approach with no top-down strategy, no real governance, and no thought given to scalability. That's why we're seeing wins, but also why we're hitting walls. ## What agentic AI workflows actually are in marketing Let me break this down simply. An agentic AI workflow is essentially an action designed to achieve a goal. There are three core components: AI agents, prompt engineering, and large language models. AI agents are the doers. They autonomously carry out tasks. They make decisions on your behalf. They follow the orders they're given and execute with precision without needing constant human intervention. People often conflate AI agents and agentic AI, and they aren't quite the same thing. AI agents are single-task specialists. Agentic AI describes self-managing teams of agents working together. One follows orders. The other runs the show. A simple example helps. An AI agent might summarize a PDF for you. An agentic AI system has multiple agents connected together to handle complex, multi-step tasks, often with self-critiquing loops built in to keep optimizing as they go. Prompt engineering is the second piece. Well-crafted prompts guide your AI agents to achieve the right outcome, but you always have to be on guard for hallucinations and deepfakes. Prompting is iterative work. As marketers, you want your AI agents to understand the nuances of a task so they generate responses that genuinely fit the audience. The third piece is the LLM itself, which serves as the backbone for generating content. LLMs enable your AI agents to create tailored messages and understand diverse audiences. ### The spectrum of agents You'll hear a lot about the "spectrum of agents" or the "spectrum of vibe coding tools." When you zoom out, agents really do live on a spectrum. On the simpler end, you have retrieval agents. In the middle, you have task-based agents. On the more advanced end, you have autonomous agents. The boundaries between them are fluid. You can start with a retrieval agent and optimize it into a task agent, then eventually evolve it into something more autonomous. ## Best practices for retrieval agents When you're building retrieval agents, there are three best practices that matter most: reliable data, appropriate audience targeting, and trustworthy delivery. Think of your data as the foundation. Your audience-centric design is the strategy. Trust and credibility shape how the information is actually received. As marketers, we usually have access to a lot of source material. Product marketing assets, competitive documentation, key messaging docs, campaign launch material, internal information. The question is how you overlay that material with your buyer personas. In B2B, this matters more than anywhere else. You need to think carefully about the ratifier, the decision maker, the administrator, the champion, and the extended buying committee. Audience-centric design gives you a way to clearly delineate between those personas. ## Best practices for task agents Task agents are where the workflow loop becomes critical. The workflow loop is the heartbeat of a task agent. You think about your input, the model you're tapping into, the tools you're connecting to, the results you want to see, and the iterative loop between model and output. A great example for marketers is integrated marketing campaign execution. Every team has to fill out a brief, develop key messaging, set UTM parameters, define ICPs, and run through countless other steps. In my 20 years in marketing, that whole process has been consistently cumbersome and time-consuming. Building a task agent to automate parts of that workflow saves enormous amounts of time. Another use case is email communications and automation. Marketers do a lot of outreach through newsletters, often pulling content from multiple sources. This one varies a lot from team to team, but the foundation is data quality. Recently, I saw a webinar with n8n where someone built a pretty sophisticated dynamic newsletter in a few hours using n8n Cloud, trigger nodes, and Bright Data. The third use case is social media and content automation. Here's a prompt I tested: > "I'm looking to maximize the reach of my thought leadership blog content on my website. I want to automate creating posts across LinkedIn. Provide me with detailed automation flows that use AI tools like Make.com, n8n, and Lindy. Show how I can track the blog content in a repository that includes the date, the AI post, and the status." I ran this in Claude with the workflow loop already pre-loaded. Claude returned three options. Make.com, which is low-code, no-code. n8n, which requires JavaScript skills I no longer have. And Lindy, which is more prompt-driven. I chose Make.com for the demo. I created an account, pre-configured the agent, and built out the scenarios. I connected an RSS feed from the HubSpot Marketing blog, mapped the XML fields to OpenAI through an API key, fed that into LinkedIn, and tracked everything in Google Sheets since I didn't have Airtable handy. When I ran it, the workflow pulled that day's blogs, populated the Google Sheet, and posted directly to my LinkedIn profile with the prompts I'd designed, the right hashtags, and a link back to the original blog source. The whole thing took me about an hour to set up. I built it as a one-time run rather than an ongoing loop, because the goal was to spark ideas. Now that you know how the pieces connect, you can scale this approach. Maybe you automate blog posts that currently live as islands on your website. Maybe you build something departmental. You can swap in Gemini, Perplexity, or another source as your reasoning layer. Make.com works well. Lindy.ai is another good option and is even more prompt-driven, so you can be up and running in minutes. None of this required real coding. I just connected applications and built the workflow. ## Stepping into autonomous AI agents Autonomous agents are where things get more advanced. A lot of B2B marketers in the room are customers of 6sense or Demandbase or another ABM platform. So am I. At my company, we use 6sense to drive outbound on what we call 6QAs (6sense qualified accounts), which others call MQAs. We see high volumes of these accounts delivered to our sales and BDR teams, but our conversion rates have been hovering between 5% and 8%. We want to get to the 12% to 15% range that aligns with our industry benchmarks. What we've learned is that the [gap isn't really an SLA issue between marketing and sales](https://www.cmoalliance.com/how-marops-drives-sales-and-alignment/). The real challenges are redundancy in data, low velocity due to synchronization issues, and poor connect rates because being a 6QA doesn't automatically mean the account is ready for a conversation. So we're building a timing-based optimization agent. It uses Copilot as the anchor, connects our Salesforce and 6sense instances, and applies rule-based logic to read digital body language, frequency patterns, when buyers are most active online, and seasonality factors. Then it feeds that intelligence to sales as a triggered push notification. It's a complex autonomous agent and we're about halfway through building it out, working with our center of excellence team. It does require real coding to connect the applications and make sure the fields are feeding bidirectionally in the right way. ## Steps to build your own AI agent For most marketers, the path to building an agent looks something like this. Pick a small problem. This is where most people go wrong. They try to build something general that can do everything. Stay narrow and well-defined so you can iterate and predict where things might break. Choose your base LLM. Claude, Gemini, Perplexity, GPT-5\. Each has its own strengths and weaknesses. Define how the agent should act in the real world. Think beyond conversation. Think about the tools you can connect and the actual tasks you want to accomplish. Build the workflow loop. This is the heartbeat. Without it, you just have an expensive chatbot. With it, you have something automated and repeatable. Step one gives you clarity on success criteria. Step two gives you the reasoning engine. Step three gives you real-world capabilities. Step four ties everything together into something that works independently. For more advanced builders, the work gets more technical. Connecting to a RAG, working with JSON, managing short-term context, using command-line interfaces like Claude Code, Cursor, or Windsurf. That's where you need real application development skills. One thing I've learned from people who develop and write applications: you have to be agile. Experiment quickly, fail fast, make improvements, and keep your scope tight. Focus on one working agent that does its job well rather than trying to boil the ocean. ## Common questions and where this is heading A few questions keep coming up that are worth sharing. **Should I position agentic AI as a behind-the-scenes enabler or a visible differentiator?** This really comes down to how you're building. The technology helps you be more efficient and better at connecting the dots. From a customer experience perspective, it improves efficiency in your outreach. Most customers appreciate the benefits of intelligence and automation. **How do you reconcile corporate policies with the explosion of new AI tools?** Gartner has noted there are 3,000-plus companies building AI agents today. There's a lot of noise. Ultimately, it comes back to your business goals and objectives, then matching tooling to those goals. The same challenge has always existed in MarTech, where there are now over 9,000 vendors and the number keeps growing. **What are the non-obvious AI use cases beyond chatbots and campaign automation?** Connecting applications is one of the strongest. Another one I keep hearing about is BDR outbound automation, where you have large volumes of leads or accounts coming in from non-preferred segments. The customer acquisition cost is too high for human reps to chase small deals. That's where automation can fast-track engagement through conversational emails and similar outreach. **How do I approach governance and accountability when an autonomous agent goes outside SOP or brand values?** Ask me in two months. We'll have our agent fully deployed by then and will have a clearer picture of the outputs and effectiveness. This is a real challenge across the industry. Companies are building bottom-up, then leadership in the boardroom is asking about ROI on AI, and the teams can't always answer because there's no top-down approach to scaling. If you take one thing away, take this. Start small, stay specific, and iterate. The marketers who win with agentic AI won't be the ones who build the most complex systems. They'll be the ones who pick the right problem, design a clean workflow loop, and keep humanizing the output every step of the way. ### The three pillars of modern MarTech eBook URL: https://www.cmoalliance.com/the-three-pillars-of-modern-martech-ebook/ Last updated: 2026-10-22T13:33:33.000Z A practical guide to building marketing teams, aligning sales and marketing operations, and turning data into financial impact – drawn from practitioners doing it right now. # Your MarTech stack isn't the problem. Your people, processes, and data are. Most marketing leaders have the tools. Few have the alignment, the reporting language, or the team design to make those tools produce revenue. This eBook draws on the experience of marketing leaders from **PagerDuty**, **Qt Group**, **ROLLER**, and **Goodwin** to show you exactly what's breaking down across your **people**, **operations**, and **data**, and what the practitioners fixing it are doing differently. [Download the eBook](#download) ![](https://v5.airtableusercontent.com/v3/u/58/58/1792684800000/6nIGXc5zJ_Pb6-GYpoJg7g/0jgpVIEDevezwavwOKdYL8wvr2Hf1JUZK99qIJOEtrv-bOlw_9hW-29Y9nB-_9umgrsbi7mQxiX3PBK_Hhb7qm3RcYUvIPvv4257rWuXRLvl7gKMkViVSFLCxeB6XolWFW9vfTT5QZdkCCpKI5-LdDwNEap7amFWbKCTa6nJQPNjbOsj1hnhZBmHnwomTgdEGddoNoxJqUgbr2oyv4Hh6kYC18dr8yLIXWe0lMEu-jc/u3S55TnFhRXRgE2yiHjyVt_Sn8X8n7TvllBRnPHzXhw) ![](https://www.cmoalliance.com/assets/img/reports/decal-1.svg) ![](https://www.cmoalliance.com/assets/img/reports/decal-2.svg) ![](https://v5.airtableusercontent.com/v3/u/58/58/1792684800000/747y2BIgiuxB8MPph5I6HQ/4bF3f9VTbQpN0j4Z-_lQ1nyluuVtEq5mIdGdTW682j8HjBPNSID-iQAM8TTebFoC7yTKO8_i0NQrhKJjPCEMptV5dkkHO9moEP1eMfte7i3r0fDYebOSu-jm1aBNusk10IKuqOqDDG1344URcYE0AtnJA3iSFNr_tCnvNze6MK0lH8oe0O73krWpH4Az8jUEVW5NWV-aqhfeAWbUHOYqGTGUcxYItWFvLqdLB8cFeE0U5o1QQsjXveJLoCWcPK7n/3G6yBQlbqaxJegG-x1RXnMHKJ8t52C_T5Xunp4jrxv4) ## The three pillars of modern MarTech If you're a CMO, VP, Director, or Head of Marketing navigating AI pressure, a fractured relationship between sales and marketing, or a board that keeps asking what all the MarTech spend is returning... this guide is for you. Download the eBook to learn how to build teams that move information in both directions, create sales and marketing alignment that sticks, and translate your marketing data into the financial language that earns budget and headcount. [Grab your copy](#download) ## What are the three pillars? Three disciplines that determine whether your MarTech stack produces revenue or just reports on activity. **People:** How to build, lead, and position marketing teams in the AI era. **Operations:** How to create the processes and infrastructure that align sales and marketing toward shared goals. **Data:** How to stop reporting on activity and start speaking the language of financial impact. [Learn more](#download) ![](https://v5.airtableusercontent.com/v3/u/58/58/1792684800000/V5blSBVlNCpf7quxKz7SVA/6yNIK2aJKfHEvuHkcwPcK1VUGpD78hC_cD21Nvsxrp_MfIVeDzCS8jG0D3JG4X6v7eojmMq0pIw71X5fHbTWOUR0U_lRnDXYVq_Ey6cRB_TTidfEW_nn0aW5XuOvUpvZQhlg8QVXbaWlnd7ZOLdzvkBkho38mojorVLZqeCFwr5eY-8zenb95atgKPpbjfS1OCy7so_LeBr1eiqMndJvY6tEgx6SFAQCxfQsnY5wYJ9XgyfUu_MPU_-k4azX4Tx2/1eUqzisfxMTexKdwdGLXYf5NmgmWKmspeOhjAv-B3Gg) ## What you’ll discover ![](https://www.cmoalliance.com/assets/img/reports/decal-3.svg) ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) **The assumption that costs marketing ops leaders their credibility** Danielle Balestra's hard-won lesson about confirming problems are shared before acting on them. ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) **How one lead scoring model cut the sales cycle by 8 days** and improved lead-to-opportunity conversion by 20% by routing the right leads to sales and keeping the rest in nurture. ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) **Why your attribution model doesn't need to be perfect,** it needs to be agreed on. Qt Group's W-shaped model, and why consistent beats contested every time. ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) **Why PMM teams stay stuck as service functions** and the four-P framework Kevin Murray uses at PagerDuty to turn product marketing into a measurable strategic asset. ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) **How to translate marketing activity into numbers your CFO recognizes** Gillian Barbieri's framework for converting data accuracy, traffic, and sales cycle improvements into cost savings and revenue figures. ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) **The shared KPI structure that ended the sales vs. marketing blame cycle,** four metrics both teams own, and why pipeline contribution beats MQLs as the common language. [Give me my copy](#download) ## Grab your copy today This guide is completely free, but what's inside is hard-won: real frameworks from marketing leaders who've built the teams, fixed the handoffs, and learned to speak finance. Download now and lead your marketing operation like someone who knows exactly where the problems actually are. ![Report Image](https://v5.airtableusercontent.com/v3/u/58/58/1792684800000/6nIGXc5zJ_Pb6-GYpoJg7g/0jgpVIEDevezwavwOKdYL8wvr2Hf1JUZK99qIJOEtrv-bOlw_9hW-29Y9nB-_9umgrsbi7mQxiX3PBK_Hhb7qm3RcYUvIPvv4257rWuXRLvl7gKMkViVSFLCxeB6XolWFW9vfTT5QZdkCCpKI5-LdDwNEap7amFWbKCTa6nJQPNjbOsj1hnhZBmHnwomTgdEGddoNoxJqUgbr2oyv4Hh6kYC18dr8yLIXWe0lMEu-jc/u3S55TnFhRXRgE2yiHjyVt_Sn8X8n7TvllBRnPHzXhw) [Give me my copy](#download) ![](https://www.cmoalliance.com/assets/img/reports/decal-4.svg) ![](https://www.cmoalliance.com/assets/img/reports/decal-5.svg) ![](https://www.cmoalliance.com/assets/img/reports/decal-4.svg) ![Report Image](https://v5.airtableusercontent.com/v3/u/58/58/1792684800000/6nIGXc5zJ_Pb6-GYpoJg7g/0jgpVIEDevezwavwOKdYL8wvr2Hf1JUZK99qIJOEtrv-bOlw_9hW-29Y9nB-_9umgrsbi7mQxiX3PBK_Hhb7qm3RcYUvIPvv4257rWuXRLvl7gKMkViVSFLCxeB6XolWFW9vfTT5QZdkCCpKI5-LdDwNEap7amFWbKCTa6nJQPNjbOsj1hnhZBmHnwomTgdEGddoNoxJqUgbr2oyv4Hh6kYC18dr8yLIXWe0lMEu-jc/u3S55TnFhRXRgE2yiHjyVt_Sn8X8n7TvllBRnPHzXhw) ## Grab your copy today This guide is completely free, but what's inside is hard-won: real frameworks from marketing leaders who've built the teams, fixed the handoffs, and learned to speak finance. Download now and lead your marketing operation like someone who knows exactly where the problems actually are. ## Please add title in Airtable Please add content in Airtable [Give me my copy](#download) ![](https://www.cmoalliance.com/assets/img/reports/decal-5.svg) ### Why your AI results aren't securing the investment they deserve URL: https://www.cmoalliance.com/why-your-ai-results-arent-securing-investment/ Last updated: 2026-05-28T12:00:09.000Z Most CMOs walk into board conversations carrying one set of numbers, and leave after being asked about a completely different set. And this has never been truer than at a time of rampant AI adoption. Your efficiency metrics might be real. But your board's questions are just as real. The problem is you're measuring different things. You've likely experienced something like this firsthand: - You present the quarterly AI update to the board - The content team saved 200 hours last quarter - Efficiency is up - Cost per asset is down - The metrics are green - You're satisfied with the progress But the board hears something different. "Great, so we can reduce headcount or reallocate that budget!" Um... 😬 You then explain that's *not* what you meant, and they ask what business outcome those 200 hours actually produced. So, you point to more content, faster. They ask whether more content drove revenue. The conversation stalls. This disconnect is almost universal, and it's more than a communication problem. It reflects a structural misalignment between what marketing leaders measure and what boards actually care about. According to DemandScience's [2026 State of Performance Marketing Report](https://demandscience.com/resources/the-2026-marketing-data-mirage-report/), 89% of marketing leaders express high confidence in their data quality. Yet 43% report that campaign metrics frequently look successful while failing to drive real sales revenue outcomes. High confidence, sitting on top of misleading indicators. The mismatch persists because most CMOs are measuring one type of ROI while their organizations need another. And the three types aren't interchangeable. ## Three types of ROI, three different strategic purposes **Efficiency ROI** measures how much faster, cheaper, or more productive your team becomes. Time saved per process. Cost per output. Productivity per headcount. This is what [61.8% of marketers report as their primary AI return](https://www.cmoalliance.com/ai-for-marketing-leaders-report-2026/). **Capability ROI** measures your ability to do things that were previously impossible or economically unviable at scale. [Personalizing messaging](https://www.cmoalliance.com/personalization-in-marketing-automation/) across thousands of micro-segments. Identifying conversion patterns across millions of data points. Adapting a single piece of content into dozens of formats in minutes. **Competitive ROI** measures whether you're pulling away from competitors or just keeping pace. Market share movement. Competitive win rates. Category [positioning](https://www.cmoalliance.com/positioning-statement-template-framework/). Whether you're creating a compounding advantage or running to stand still. All three are valid. Efficiency ROI isn't a lesser form of return. The strategic error is measuring one type while your situation demands another, or claiming one type in board conversations when you can only actually demonstrate a different one. [![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/05/CMO_AI_for_Marketing_Leaders_2026_Edition_eBook__Supporting-Assets_Article-Banner-1.png)](https://www.cmoalliance.com/ai-for-marketing-leaders-report-2026/) ## Why Efficiency ROI plateaus Efficiency ROI is the right starting point for most organizations and the right destination for many. When your team spends two people's weekends scrubbing a post-event lead list, an AI agent that processes the same list in minutes with zero errors creates real value. When content production takes days, cutting it to hours frees capacity for higher-value work. But Efficiency ROI follows a predictable curve. Early gains are dramatic. The second wave requires increasingly complex integration and returns increasingly smaller savings. You're no longer saving hours; you're saving minutes. More critically, efficiency gains don't compound in most organizations. If your content team becomes 50% faster but your sales cycle, product development, and customer success functions remain unchanged, you've made marketing faster while the business moves at the same pace. That's a real benefit. It's not a competitive advantage. **Deepak Kumar, CMO at Techies Infotech**, identifies where the logic breaks down: > "One of the biggest pitfalls in [AI adoption](https://www.cmoalliance.com/ai-adoption-paradox/) is confusing speed with strategy. Generating more [content](https://www.cmoalliance.com/dont-just-create-content-do-something-with-it/), more reports, or more campaigns doesn't automatically create growth. If the fundamentals, positioning, customer understanding, and [value proposition](https://www.cmoalliance.com/value-proposition-framework-template/) aren't clear, AI simply amplifies the noise." The right time to target Efficiency ROI: your competitive necessity is low, marketing is primarily a support function rather than the direct growth engine, your constraint is [budget](https://www.cmoalliance.com/budget-allocation-template-framework/) rather than competitive position, and you're defending existing market share rather than taking new ground. In those conditions, Efficiency ROI is optimal. Don't try to claim more than it delivers. ## What Capability ROI actually looks like Capability ROI is where the more interesting transformation happens. It's the ability to do things that weren't economically possible before. > **Carolyn Bao, CMO at Edge**, described finding it through a specific discovery: analyzing email campaign performance with AI, her team identified "one very interesting topic that always drove better response," which turned out to be insurance verification for doctors. The insight itself wasn't new to any doctor who'd dealt with billing headaches. What was new was the ability to identify that pattern across thousands of email interactions and quantify its precise impact. That AI-surfaced insight, validated through customer interviews, drove more than 100% lift in that campaign execution. This is the genuine distinction. Efficiency ROI does the same thing faster. Capability ROI does something that wasn't previously feasible: personalization across thousands of micro-segments, real-time optimization faster than human reaction time, predictive models drawing on patterns across millions of data points. The catch is that Capability ROI requires more organizational foundation than Efficiency ROI. You can achieve meaningful efficiency gains with scattered Stage 2 pilots. Capability ROI requires full integration or genuine transformation. The data needs to be clean, unified, and accessible. The team needs to be able to act on AI-generated insights, not just receive them. And the capability needs to connect to where your business model actually creates value. **Guy Yalif, Chief Evangelist at Webflow**, describes how to measure it usefully: > "Pick some metrics that you can align on and say, hey, if we do that, this was a good investment. Some ideas: blended [CAC](https://www.cmoalliance.com/a-beginners-guide-to-customer-acquisition/) for the quarter, where you're investing for the future in [brand](https://www.cmoalliance.com/why-brand-is-everyones-job-a-guide-to-building-an-authentic-thought-leadership-strategy/) while saying, the overall ROI for the quarter, our CAC, it's acceptable." The capability matters only if it moves a business metric. AI-powered personalization that segments customers into 50 micro-audiences but doesn't improve conversion, pipeline, or CAC has produced a technical capability without a business return. Capability ROI typically takes 12 to 18 months to fully realize. Anyone promising faster results on genuine capability investment is probably reporting efficiency gains and calling them something else. ## Competitive ROI: the type most CMOs skip Competitive ROI is the only type that creates lasting, compounding advantage. It's also the most demanding to achieve, the hardest to measure in the short term, and the type most boards actually want to hear about. **Aitana Arias** identifies what actually creates competitive separation: > "The biggest shift isn't speed, because everyone now has speed. The real differentiator has become strategic judgment and clarity of positioning." When AI tools are democratized, which they now largely are, the advantage doesn't come from having the tools. It comes from knowing exactly what to build with them, and having the organizational knowledge to execute consistently. Competitive ROI compounds in ways the other two types don't. Clean, unified customer data enables better personalization, which generates better performance signals, which trains better predictive models, which enables more precise personalization. The advantage widens over time, and competitors who haven't built the data infrastructure can't close the gap by simply buying the same AI software. **Monica Kumar, CMO at Extreme Networks**, frames what this kind of return actually requires: > "I don't believe we are just about running campaigns anymore. We are about driving growth. How do we, in this new era of AI, go from being a marketing execution leader and team to being a market maker?" Competitive ROI means you're not just capturing existing demand more efficiently. You're shaping the category, defining what "good" looks like in your market, and creating the conditions in which your positioning is the default reference point. This takes time. Expect 24 to 36 months before clear competitive separation becomes visible. That timeline is uncomfortable. It's also accurate. You need Competitive ROI when AI is actively reshaping your market, when competitors are creating real separation through AI capabilities, when marketing is the direct growth engine, and when you're in a winner-takes-most market where small advantages compound over time. You don't need it when your market is stable, when brand or product is the primary moat, or when your advantages come from assets AI can't replicate. If you don't need Competitive ROI, stop feeling anxious about not producing it. ## How to have the right board conversation about AI The mismatch between what CMOs measure and what boards expect isn't resolved by better slides. It's resolved by being explicit, before any initiative launches, about which type of ROI you're targeting and what success looks like. If you're targeting Efficiency ROI: "We're using AI to make our team more productive within flat budgets. We expect to save 100+ hours per month on content production. This frees capacity for higher-value work. We're not expecting this to produce [competitive advantage](https://www.cmoalliance.com/turning-marops-planning-into-your-competitive-advantage/). We're expecting it to help us keep pace while controlling spend." The board can evaluate that claim clearly. You can measure it clearly. There's no gap between what you promised and what you can demonstrate. If you're targeting Capability ROI: "We're investing in AI capabilities that enable personalization at scales previously impossible. We expect [conversion rate](https://www.cmoalliance.com/user-intent-the-true-secret-to-amazing-conversion-rates/) improvements of 15 to 25%. This will take 12 to 18 months to fully realize. Competitors are making similar investments, so this helps us maintain parity while creating new pipeline opportunities." Specific, honest, time-bounded. If you're targeting Competitive ROI: "We're changing how our marketing organization operates to create compounding advantage through AI. This requires significant organizational change and investment. We expect 24 to 36 months before we see clear market share movement. The risk is real. In our market, so is the cost of not doing it." That framing treats the board like the sophisticated stakeholders they are. **Liza Adams, AI Advisor and Go-to-Market Strategist**, describes the tracking discipline this requires: > "We track every single teammate that we build. We track their performance before we had AI and after we have AI." Before-and-after accountability builds credibility because it's transparent, attributable, and free of interpretation. ## The bottom line The three types of ROI create specificity where there's currently noise. "Strong ROI" means nothing in a board conversation. "We achieved a 6-month payback on Efficiency ROI, and here's the before-and-after data" means a great deal. Timeline expectations must match what you're actually targeting. - Efficiency ROI: 6 to 9 months. - Capability ROI: 12 to 18 months. - Competitive ROI: 24 to 36 months. Misaligning those timelines with the type of return you're claiming is why "successful" AI initiatives still fail to secure continued investment. Your Readiness Vectors determine which type makes sense to target. Don't let the pressure to claim transformation push you toward Competitive ROI narratives when your foundation only supports Efficiency ROI delivery. The board will notice the gap. And the credibility you lose is harder to rebuild than the investment you failed to secure. ### November | GTM Labs URL: https://www.cmoalliance.com/go-to-market-labs/november-gtm-labs/ Last updated: 2026-05-28T09:31:49.000Z _No content available._ ### Orchestrating cross-functional GTM: Breaking down silos for unified growth| GTM Labs URL: https://www.cmoalliance.com/go-to-market-labs/october-gtm-labs/ Last updated: 2026-10-15T09:14:03.000Z _This post is for subscribers on the Pro+ membership and Exec+ membership tiers only._ ### December | GTM Labs URL: https://www.cmoalliance.com/go-to-market-labs/december-gtm-labs/ Last updated: 2026-05-28T09:31:06.000Z _No content available._ ### Protecting your mental health as a marketing leader URL: https://www.cmoalliance.com/protecting-your-mental-health-as-a-marketing-leader/ Last updated: 2026-05-27T12:00:36.000Z [Marketing leadership](https://www.cmoalliance.com/leadership-skills-you-should-develop-to-enter-the-c-suite/) is the art of holding a dozen plates while a board member walks by and hands you another one. You manage campaigns, budgets, brand, a team, vendors, and the moving target of a pipeline number. Your own head sits somewhere in that noise, and, if you do not tend to it, everything else eventually wobbles. I won’t pretend that I have this figured out. I can, however, tell you what’s worked for me as a founding marketing leader at an early-stage company and as a person who wants to still enjoy her life after each quarter closes. ## Know your brain and what it actually needs Every practice I’m about to describe only works if it fits the person using it. I’m neurodivergent, and, over the years, I’ve learned the specific conditions that my brain needs to function well. That knowledge changes everything. I know when I need quiet, when I need stimulation, when a task will cost me more than it looks like it should, and when something that seems small to someone else is actually going to drain me for the rest of the day. You don’t have to be neurodivergent to benefit from this kind of self-knowledge. Everyone has needs, neurotypical or otherwise. Some people need a hard stop at six o’clock. Some people do their best thinking after a walk. Some people cannot focus without background noise, and others cannot focus with any. Paying attention to what you need is not a weakness or a special accommodation. It’s the baseline work of being a human who wants to [function well](https://www.peoplealliance.com/articles/unlock-wellbeing-and-performance-at-work/). Needs aren’t deficits. They’re part of being human, and everyone has them. The leaders who know their own operating manual – and give themselves what the manual asks for – are the ones who last. [!["Needs aren’t deficits. They’re part of being human, and everyone has them. The leaders who know their own operating manual – and give themselves what the manual asks for – are the ones who last" – Corrie Hermans-Webster, Founding Marketing Director at Blings](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/05/Know-your-needs-----Corrie-Hermans-Webster.png)](https://www.cmoalliance.com/protecting-your-mental-health-as-a-marketing-leader) ## Take time for yourself, every single day Even fifteen minutes counts. A walk around the block, a fresh matcha before replying to your emails, a stretch session with no podcast playing. The point is not the activity. The point is giving your nervous system a moment where no one needs anything from you. If I skip this for more than a few days in a row, I can feel myself getting brittle, and brittle leaders make brittle decisions. ## Protect family time with real walls My family is not a line item that gets cut when the week goes sideways. I block real time with them the same way I block strategy meetings. The work will expand to fill whatever container you give it, so the container has to have walls. Putting my phone in another room at dinner is the smallest habit with the biggest return. ## Take the vacation, and prepare your team to run without you This is the part marketing leaders tend to skip. You earn the vacation by building a team and a set of systems that don’t fall apart when you step away. That means documented workflows, clear ownership, a simple decision matrix for the questions your team would otherwise Slack you about, and genuine trust that your people can make calls without you in the room. If you can’t take a week off without anxiety, that’s not proof of indispensability; that’s a signal that something in your operation is too dependent on you, and fixing that is itself a leadership task. A well-prepared team is the most honest measure of whether you have built something durable. [![Infographic titled "Protecting your mental health as a marketing leader" featuring a 12-item checklist: Know your brain, Take time for yourself, Protect family time, Take the vacation, Read for fun, Vary the kinds of fun you have, Volunteer, Go to your health check-ups, Do therapy during intense seasons, Belong to a community, Protect small joys, and Know when to step away.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/05/Protecting-your-mental-health--as-a-marketing-leader-1.png)](https://www.cmoalliance.com/protecting-your-mental-health-as-a-marketing-leader) ## Read for fun, not just for work I read a lot of books that have nothing to do with marketing, positioning, or leadership. Fiction, memoir, speculative stories, and the occasional cookbook I will never cook from. Reading for pleasure is how I keep my imagination alive, and imagination is the muscle I use most at work. Marketing that feels fresh comes from a mind that is fed fresh things. A diet of business podcasts alone will make your creative output taste like dust. ## Vary the kinds of fun you have I mix it up on purpose. Some weeks, I exercise. Some weeks, I go to a concert or the theater. Some weeks, I spend hours around a table with friends. Variety protects against the kind of flatline burnout where every week starts to blur together. Different kinds of joy use different parts of you, and rotating through them keeps any one area from getting exhausted. ## Volunteer to stay grounded When your whole job is talking about how a product helps enterprise customers, it’s easy to lose perspective. Volunteering, whatever the cause, puts me in rooms with real people and real problems that have nothing to do with my pipeline. It resets my sense of purpose. Nothing cures a bad week quite like spending an afternoon being useful to someone outside your industry. ## Go to your health check-ups – all of them This one is less glamorous, but it matters. I never skip my annual physical, my dental check-up, my eye doctor appointment, or any specialist on my list. Marketers are very good at managing other people's metrics, like funnel velocity and CAC, and often quite bad at managing their own health. Your body is the infrastructure everything else runs on. Treat it with the same rigor you treat your tech stack. [!["Marketers are very good at managing other people's metrics, like funnel velocity and CAC, and often quite bad at managing their own health. Your body is the infrastructure everything else runs on. Treat it with the same rigor you treat your tech stack." – Corrie Hermans-Webster, Founding Marketing Director at Blings](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/05/Managing-your-health-----Corrie-Hermans-Webster.png)](https://www.cmoalliance.com/protecting-your-mental-health-as-a-marketing-leader) ## Add therapy during intense seasons When stress spikes, whether from a product launch, a reorg, a fundraise, or something personal, I don’t wait until I’m sinking – I put therapy back on the weekly calendar. A good therapist during a hard season is less expensive, emotionally and practically, than trying to white-knuckle your way through it. If you’ve never tried it, treat it like any other performance tool. ## Belong to a community that has nothing to do with work I belong to a church community, and my life with them grounds me in ways that are hard to articulate. Being known by people who care about me for me, rather than my title or my KPIs, is a real gift. You don’t have to be religious, though, for community to be meaningful. Find a group where you are a person first: a running club, a book club, a parents' group, a volunteer crew, or a standing dinner with old friends. When you find it, commit to belonging to them and value them in your own life. We’re not built to live inside work. ## Protect your small, unreasonable joys I have a puppy named Scuttle, and playing with him is one of the simplest, most restorative parts of my day. Dogs don’t care about the funnel. They don’t ask about the quarter. They just want the ball. You could fuss over a plant, keep picking up a bad guitar, or savor a ritual cup of tea. Whatever joy you experience, protect it. These small joys don’t distract from your work; they sustain it. ## Know when to step away You cannot solve every mental health problem at work with a better routine. Sometimes, the environment itself is the problem, and no amount of therapy, exercise, or time with your puppy will fix a situation that is actively harming you. I’ve been there. I once worked in a role where my direct manager was emotionally abusive, and no boundary that I set or habit I built was going to change that. I knew I had to leave, and that was one of the hardest calls I have ever made. It was also the correct one. If you find yourself at an impasse after having done the honest work of trying to make it better, and the people who need to change cannot or will not, that is your signal. Protecting your mental health sometimes means protecting yourself from the place you are currently in. No title, paycheck, or line on your resume is worth losing yourself. Know when it is time to step away. [!["Marketers are very good at managing other people's metrics, like funnel velocity and CAC, and often quite bad at managing their own health. Your body is the infrastructure everything else runs on. Treat it with the same rigor you treat your tech stack." – Corrie Hermans-Webster, Founding Marketing Director at Blings](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/05/Time-to-step-away-----Corrie-Hermans-Webster.png)](https://www.cmoalliance.com/protecting-your-mental-health-as-a-marketing-leader) ## The quiet case for all of this Martyrdom is not the deliverable of your job. Your job calls for good strategy, strong teams, and measurable results. None of those come out of a person who is running on fumes. Protecting your mental health is operational hygiene, not a weakness or a luxury you earn after the next launch. The leaders I admire most are the ones who have figured out that taking care of themselves is part of taking care of the business. You’re allowed to close the laptop. You’re allowed to take a walk. You’re allowed to be a full human with a life outside the dashboard. In fact, if you want to do this job for the long haul, you have to. ### Brand style guide example URL: https://www.cmoalliance.com/brand-style-guide-example-framework/ Last updated: 2026-05-26T10:26:28.000Z [Your brand](https://www.cmoalliance.com/top-strategies-for-creating-a-standout-brand-in-2025/) has a voice. But if it sounds different depending on who's writing – or what day it is – you've got a consistency problem. This free template gives your team a clear, practical framework for writing in a way that's unmistakably, reliably *you*. ## What is the brand style guide example? A brand style guide example is a ready-made template that helps you define and document how your brand communicates in writing. It covers everything from [tone of voice](https://www.cmoalliance.com/tone-of-voice-template-framework/) and word choices to punctuation, capitalization, and call-to-action writing. So, whether it's a social post, a landing page, or a marketing email, your copy always sounds like it came from the same place. ## Who’s it for? If you're [leading a marketing team](https://www.cmoalliance.com/the-challenges-leading-marketing-teams/) and you've ever cringed at a piece of copy that didn't quite sound right, this template's for you. It's especially useful if you're onboarding new writers, working with freelancers, or scaling [your content output](https://www.cmoalliance.com/stop-creating-funnel-content-build-for-the-loop/) and need everyone rowing in the same direction. No more guesswork. No more inconsistency. Just clear guidance your whole team can follow. ## How to use the template Getting started is straightforward. Here's how to make it your own: 1. **Fill in your brand values:** Start with the big picture – how do you want your brand to come across? Authoritative? Warm? Playful? Nail this first, and everything else follows. 2. **Work through each section:** The template walks you through tone, grammar rules, formatting, CTAs, and more. Adapt each section to reflect how *your* brand communicates. 3. **Add real examples:** The best style guides show, not just tell. Drop in before-and-after copy examples so your team can see the difference in practice. 4. **Share it with your team:** Once it's done, make it accessible. Pin it in your shared drive, link it in your onboarding docs, and revisit it whenever your brand evolves. ## Grab your brand style guide template [Brand style guide exampleBrand style guide example.pptx3 MBdownload-circle](https://www.cmoalliance.com/content/files/2026/05/Brand-style-guide-example.pptx "Download") [Brand style guide exampleBrand style guide example.pdf298 KBdownload-circle](https://www.cmoalliance.com/content/files/2026/05/Brand-style-guide-example.pdf "Download") [Brand style guide exampleThe way we write A brand voice and style guide Name of course here![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/slides_2026_256dp-9d0dc03dc5afae506a841b8a488bf2a2a2b4e0ac5af0966eb2a51adaab2d2c20.ico)Google Docs![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AHkbwyIWMvxxecgD_Uq8wg7pDSEPfdU0ymcNVWVSK5t__Ltu1WaewkCL0YDR9D6q-bm_FQJFzGuwMVBkkA42xPMWfbIbyo4RHu64yyr0zBw4Q9TRI6ZpfBQ-w1200-h630-p-0085e58b38691b0632cca07e13286ba8c0025b5f5c4bbf77933ba7125d417206)](https://docs.google.com/presentation/d/1s601AEdnr16T4tpRCVgl6yYdIED%5F7MAPF-Pc4FzjKSM/edit?usp=sharing) _This post is for subscribers on the Exec+ membership tier only._ ### The post-playbook CMO: Build systems, not just campaigns URL: https://www.cmoalliance.com/the-post-playbook-cmo-build-systems-not-just-campaigns/ Last updated: 2026-05-22T15:00:20.000Z At the end of the quarter, I was sitting in a [pipeline](https://www.cmoalliance.com/pipeline-confidence-forecast-template-framework/) review. We were going through the numbers when somebody said, "We should be doing more with AI." My first thought was, *we’re doing plenty with AI*. But clearly, we weren't doing enough of it to register in that room. So, I navigated the conversation, moved on to the next meeting, and found out that one of our competitors was running a campaign almost identical to the one we'd spent weeks putting together. That experience sent me back to something I spend a lot of time thinking about: playbooks and why they break. They break for all sorts of reasons, but what I didn't see coming was how quickly [AI](https://www.cmoalliance.com/why-the-ai-maturity-model-is-failing-cmos/) would make our reliance on playbooks a problem for all of us. So, here's what we'll cover in this article: - How execution became a moat, and why AI drained it - Why doubling down on execution won't dig us out - Three principles for building something more durable - The system that ties it all together, and how to start auditing your own blind spots ## How we built moats out of execution Before we dive into the playbook problem that CMOs are facing today, it’s worth examining how we got here. Think about the org charts most of us have built or inherited. Deep teams. Broad teams. Specialists stacked on specialists. These org charts served us well for a long time because they were built around execution. The deeper and broader your team, the more you could ship. That was the moat. That was what protected you from [competitors](https://www.cmoalliance.com/competitive-benchmarking-template-framework/). [![Traditional marketing org chart](https://storage.ghost.io/c/e8/42/e8425f10-c6bc-4266-b03f-495034377a60/content/images/2026/05/data-src-image-5d42c93a-d676-4af0-a52b-13cb7b56d9fb.png)](https://www.cmoalliance.com/the-post-playbook-cmo-build-systems-not-just-campaigns) We had tools built around that same idea. Then those tools got democratized. Things started to shift. The moat started to drain. Suddenly, for twenty bucks a month, anyone could pick up AI and replicate what used to be the work of an entire team. Overnight, the moat was gone. Then we got told the new org chart should look different. You should have at least one AI agent for every employee. You should have the best AI stack in your category. You should be publishing more, sequencing better, and doing more with less. And, by the way, you have to do all this with a smaller team and a smaller [budget](https://www.cmoalliance.com/negotiating-marketing-budgets/). [![Marketing org chart with AI agents](https://storage.ghost.io/c/e8/42/e8425f10-c6bc-4266-b03f-495034377a60/content/images/2026/05/data-src-image-4644d20e-63b0-4e7c-8962-f34532a86f76.png)](https://www.cmoalliance.com/the-post-playbook-cmo-build-systems-not-just-campaigns) So you do it because it's your job. And then someone in a board meeting or a strategy session leans forward and says, "We should be doing more with AI." The truth is that we’re all losing. And we're not losing because of execution or org charts. Something else is going on. Every marketing team is running some version of the same strategy, just dressed up a little differently. ## Where we are now: The flattening Welcome to the flattening. That's what I call it. It's what marketing looks like when everyone has the same playbook. For expert insights like this straight to your inbox twice a month, sign up for Pro+ membership. You'll also get access to a range of certifications, a complimentary Summit ticket, 50+ tried-and-true templates, members-only workshops, and **much* more. So, what are you waiting for? [Fast-track your marketing career ](https://www.cmoalliance.com/pro-plus-membership/?utm%5Fsource=ghost&utm%5Fmedium=resources&utm%5Fcampaign=content) If we continue down this road, the future is a sea of sameness. Very little differentiation between [brands](https://www.cmoalliance.com/top-strategies-for-creating-a-standout-brand-in-2025/) or campaigns. Customers and prospects feel lost because they no longer have real options. The big players love this because it’s where they win. The smaller players are the ones who will struggle. [![Photo of yellow steamrollers on a highway, overlaid with the text "The Flattening – What it looks like when AI gives every competitor the same playbook"](https://storage.ghost.io/c/e8/42/e8425f10-c6bc-4266-b03f-495034377a60/content/images/2026/05/data-src-image-b808216b-3af8-4e96-bd55-64f289188772.png)](https://www.cmoalliance.com/the-post-playbook-cmo-build-systems-not-just-campaigns) We end up here? AI made execution easy. Producing a lot of [content](https://www.cmoalliance.com/5-content-marketing-trends-in-2025/) used to be hard. A high production value video used to require time, budget, resources, and planning. You had to ask permission, build a case, and find the calendar space. Now you can have one in minutes. Those clever sequences you spent years modeling and refining? Someone can reverse-engineer them in an afternoon and run something nearly identical. So we've got commoditization. And how do most of us respond? We lean into what got us here. We try to execute more. We push harder on output. We write better prompts, ship faster content, and design smarter workflows. The trouble is that's still playbook thinking. It's just AI-flavored playbook thinking. ## The problem with chasing the next best thing Whether you're looking for the silver bullet or running on FOMO, your feed probably looks like mine; endless promises of enhanced, effortless marketing, all thanks to AI. On the surface, these prompts, hacks, and products look great. My fear is that they're empty promises. [![Composite image with a screen showing stock prices and the Reddit logo. The image is overlaid with the following text: The day-trading CMO chases the market. When markets shift, they rotate. Fast. Believes the right tool or prompt solves the problem.](https://storage.ghost.io/c/e8/42/e8425f10-c6bc-4266-b03f-495034377a60/content/images/2026/05/data-src-image-c95f8a0e-fb08-4f9e-8faa-8b7a0392caa7.png)](https://www.cmoalliance.com/the-post-playbook-cmo-build-systems-not-just-campaigns) As we chase these AI-powered quick fixes, we start to act like day traders – following the hot stock, riding meme stocks, just hoping to survive today so we can do it again tomorrow. We keep asking: what's the best tool? How do I prompt better? The problem is that those questions are all about the tools – and tools alone can’t save us. _This post is for paying subscribers only._ ### Assistant vs. Delegate: How autonomous agents and AI loops are changing Product Marketing | GTM Labs URL: https://www.cmoalliance.com/go-to-market-labs/assistant-vs-delegate-how-autonomous-agents-and-ai-loops-are-changing-product-marketing-gtm-labs/ Last updated: 2026-09-10T07:24:25.000Z _This post is for subscribers on the Pro+ membership and Exec+ membership tiers only._ ### Taking GTM metrics beyond the dashboard | GTM Labs URL: https://www.cmoalliance.com/go-to-market-labs/taking-gtm-metrics-beyond-the-dashboard-gtm-labs/ Last updated: 2026-08-13T09:48:56.000Z _This post is for subscribers on the Pro+ membership and Exec+ membership tiers only._ ### Lifecycle metrics that drive retention & advocacy | GTM Labs URL: https://www.cmoalliance.com/go-to-market-labs/lifecycle-metrics-that-drive-retention-advocacy-gtm-labs/ Last updated: 2026-07-09T07:46:55.000Z _This post is for subscribers on the Pro+ membership and Exec+ membership tiers only._ ### Avoid vanity metrics: evaluating true GTM impact | GTM Labs URL: https://www.cmoalliance.com/go-to-market-labs/avoid-vanity-metrics-evaluating-true-gtm-impact-gtm-labs/ Last updated: 2026-06-11T08:10:43.000Z _This post is for subscribers on the Pro+ membership and Exec+ membership tiers only._ ### GTM on a budget: do more with less | GTM Labs URL: https://www.cmoalliance.com/go-to-market-labs/gtm-on-a-budget-do-more-with-less-gtm-labs/ Last updated: 2026-05-28T09:31:43.000Z _This post is for subscribers on the Pro+ membership and Exec+ membership tiers only._ ### Lead with impact: conversations that shape GTM success | GTM Labs URL: https://www.cmoalliance.com/go-to-market-labs/lead-with-impact-conversations-that-shape-gtm-success-gtm-labs/ Last updated: 2026-05-28T09:31:33.000Z _This post is for subscribers on the Pro+ membership and Exec+ membership tiers only._ ### Winning the narrative when markets move fast | GTM Labs URL: https://www.cmoalliance.com/go-to-market-labs/winning-the-narrative-when-markets-move-fast-gtm-labs/ Last updated: 2026-05-28T09:31:54.000Z _This post is for subscribers on the Pro+ membership and Exec+ membership tiers only._ ### Turning launches into repeatable revenue moments | GTM Labs URL: https://www.cmoalliance.com/go-to-market-labs/turning-launches-into-repeatable-revenue-moments-gtm-labs/ Last updated: 2026-05-28T09:32:02.000Z _This post is for subscribers on the Pro+ membership and Exec+ membership tiers only._ ### Go-to-Market Labs Workshops URL: https://www.cmoalliance.com/go-to-market-labs/ Last updated: 2026-05-28T10:15:27.000Z _No content available._ ### The stage 2 trap: Why the AI maturity model is failing CMOs URL: https://www.cmoalliance.com/why-the-ai-maturity-model-is-failing-cmos/ Last updated: 2026-05-14T16:31:11.000Z [53% of marketing leaders](https://www.cmoalliance.com/ai-for-marketing-leaders-report-2026/) are currently running AI pilots. A significant portion report feeling behind, anxious about not reaching Stage 3 or 4 quickly enough. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/05/53--of-marketing-leaders-are-currently-running-AI-pilots.png) That anxiety is worth interrogating, because the framework producing it may be measuring the wrong thing entirely. The four-stage maturity model has become the default lens for AI progress: **exploration**, **experimentation**, **implementation**, **transformation**. It gives teams a shared language and a rough diagnostic, both of which are genuinely useful. The problem starts when CMOs use it to set strategy. The maturity model tells you what AI activities your organization is currently doing. It can't tell you what you should be doing, how fast you should move, or whether Stage 4 transformation is the right investment for your specific market, your specific business model, and your specific organizational reality. 💡 ****Want more like this?** These insights come from [***AI for Marketing Leaders 2026**](https://www.cmoalliance.com/ai-for-marketing-leaders-report-2026/), a full research report built with and for senior marketing leaders. It covers AI maturity, ROI frameworks, search, agents, team building, brand, and what's coming next. ## The two CMOs sitting at Stage 2 Consider two CMOs, both running structured pilots, both technically at Stage 2\. The model prescribes the same next steps for both. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/05/The-two-CMOs-sitting-at-Stage-2-infographic-.png) One leads marketing at a $2B enterprise software company. Competitive advantage comes from product innovation and customer relationships. Long sales cycles mean marketing's primary job is to support, not lead, growth. AI could make this team 20% more efficient. But efficiency isn't the constraint. Stage 2 may be exactly right. The other leads at a $50M growth-stage SaaS company where marketing is the direct growth engine. Competitors are producing content faster and personalizing at scale. Staying at Stage 2 means losing ground to organizations moving faster with the same tools. Stage 2 is a liability, not a resting point. The maturity model prescribes Stage 4 for both. One doesn't need it. The other can't afford to wait. This is the core failure of stage-based thinking: it assumes all organizations are on the same journey toward the same destination. They're not. And treating them as if they are leads CMOs to optimize for the wrong outcomes, invest in the wrong timelines, and measure themselves against benchmarks that were never designed for their situation. ## A more useful lens: the Readiness Vectors The Readiness Vectors framework assesses organizations across four independent dimensions: organizational capacity, business model leverage, change velocity, and competitive necessity. Each is scored independently. Together, they determine not just where you are, but where you should go, and whether going there is worth the cost. ### Organizational capacity **Organizational capacity** asks whether you have the actual foundation to use AI effectively at scale. That means clean, accessible customer data. Executive support that extends to budgets and workflow redesign. A team capable of building [AI workflows](https://www.cmoalliance.com/ai-transforming-enterprise-workflows/), not just running basic prompts. IT-approved tooling with proper security frameworks. Without these, more pilots produce more of the same results. > **Carolyn Bao, CMO at Edge**, described what real capacity requires: "First, I let my team realize that there is leadership support. Second: while AIs are tools for us, not all tools are going to be sanctioned. So we put our resources together and crafted an AI use case statement for the company." [Leadership alignment](https://www.cmoalliance.com/tackling-organizational-alignment-as-a-cmo/) and [governance](https://www.cmoalliance.com/ai-and-the-art-of-b2b-marketing-privacy-governance-and-opportunity/) came before any tools. That sequence is deliberate, and CMOs who invert it tend to accumulate pilots without producing outcomes. If your capacity is low, building it takes 12 to 24 months. More pilots won't shortcut that. Either invest in the foundation, or accept that AI will remain a marginal productivity tool rather than a structural advantage. ### Business model leverage **Business model leverage** asks how much AI actually moves the needle on your core value proposition. High-leverage conditions include content-driven demand generation at scale, [personalization](https://www.cmoalliance.com/personalization-in-marketing-automation/) across thousands of [segments](https://www.cmoalliance.com/customer-segmentation-template-framework/), and rapid experimentation where testing speed is itself a competitive variable. Low-leverage conditions include relationship-based sales where deals close through executive relationships, or categories where brand perception drives decisions more than message volume. > **Monica Kumar, CMO at Extreme Networks**, found one of the highest-return applications in an unexpected place: "We have so much information marketing generates, [case studies](https://www.cmoalliance.com/customer-case-study-questions-template-framework/), collateral, [battle cards](https://www.cmoalliance.com/sales-battlecard-template-framework/), [competitive intelligence](https://www.cmoalliance.com/competitive-intelligence-training-exercise-framework/), and it's all over the place. Sales finds it difficult to find information in one place and get a quick answer." For a complex B2B sales model, an AI assistant trained on hundreds of thousands of documents created real impact. For a transactional [B2C business](https://www.cmoalliance.com/the-blurry-lines-between-b2b-and-b2c-how-to-grow-in-this-ecosystem/), the same investment would create near-zero return. The insight here is that business model leverage scores should directly determine how aggressively you invest in AI transformation. If AI addresses your core business constraint, the investment case is strong. If it only makes your team faster without affecting the actual competitive variable, efficiency gains are the ceiling. ### Change velocity **Change velocity** asks how fast your organization can actually transform, not how fast you'd like it to. Startups can rebuild workflows in weeks. Twenty-year-old enterprises may require 18 to 24 months for equivalent changes. Past transformation attempts matter: organizations that successfully adopted cloud, agile, or mobile can move faster. Failed transformations create institutional resistance that slows everything. > **Thiago Monteiro, Founder of Toco Marketing**, describes what enabling change velocity requires: "My approach to upskilling is centred on removing fear and making experimentation normal. AI can feel intimidating at first, so I focus on creating a safe environment where people are encouraged to try tools, make mistakes, and learn through doing." None of that is about AI tools. It's entirely about organizational readiness. If change velocity is low and you attempt a 90-day transformation, you'll hit organizational physics before you hit the technology ceiling. ### Competitive necessity **Competitive necessity** asks whether you actually need to be AI-native to win your market. High necessity: competitors are creating separation through AI capabilities, new entrants are competing without your resource constraints, customer expectations have shifted toward AI-powered experiences. Low necessity: stable market, relationship-driven sales cycles, a brand or product moat that AI can't easily replicate. The distinction matters because high competitive necessity is the condition under which the genuine disruption of transformation is worth the cost. Low necessity means Stage 2 is probably optimal, regardless of what industry benchmarks or LinkedIn posts suggest. ## How the vectors combine Reading the four vectors together produces strategic clarity that stage-based diagnostics can't. High necessity with low capacity is a crisis: transformation is required, but the foundation doesn't exist to execute it. That requires capacity-building before anything else. High necessity with high capacity but low change velocity is a trap: theoretically able to transform, but organizationally unable to move fast enough to create advantage. High necessity, high capacity, and high change velocity is the rare position where transformation is both necessary and achievable. Low necessity in any combination means the same thing: focus on efficiency gains and stop measuring yourself against a Stage 4 benchmark that doesn't apply to your business. **Liza Adams, AI Advisor and Go-to-Market Strategist**, worked with Dice.com over 6 months to build a human-AI operating model that produced 75% faster content creation, 98% lead qualification accuracy, and 35% improved campaign performance. That result was possible because Dice scored high across all four vectors simultaneously: leadership support, clean data, budget, a business model where marketing was the direct growth engine, organizational willingness to restructure roles, and a tech industry context where AI capabilities directly affect competitiveness. The lesson isn't to replicate Dice, but to assess whether your own vectors justify what Dice did. Most don't. That's not a failure. ## The practical assessment Score yourself 20 to 100% on each of the four vectors, then identify your position. High necessity, high capacity, low velocity: you know what you need to build, but have to accept a 24-month timeline or make deliberate moves to increase organizational change velocity. High necessity, low capacity: the first 12 to 24 months is capacity-building, not transformation. Low necessity across the board: Stage 2 efficiency gains are likely the optimal investment; everything beyond that is cost without competitive return. Most CMOs who complete this assessment honestly will find that Stage 4 transformation is neither achievable nor warranted right now. That's not underperformance. It's an accurate read of organizational reality, which is what strategy actually requires. The anxiety about AI maturity is real and understandable. But it often comes from comparing your organization to a benchmark built for a different type of business. The useful question isn't "what stage should we be at?" It's "what do our four vectors actually justify, and what's the honest next move from here?" Answer that question well, and the anxiety tends to resolve itself. ### MarTech readiness audit framework URL: https://www.cmoalliance.com/martech-readiness-audit-framework/ Last updated: 2026-08-05T13:31:49.000Z Most [MarTech](https://www.cmoalliance.com/what-cmos-must-know-about-martech/) investments don't fail because of the technology – they fail because the organization wasn't ready for it. Before you evaluate a new platform, expand [your stack](https://www.cmoalliance.com/the-cmos-guide-to-marketing-tech-stacks/), or consolidate vendors, it's worth asking *do we actually have the foundations in place to make this work?* This free framework helps you answer that question honestly – and know exactly what to fix before you spend. ## What is a MarTech readiness audit framework? A MarTech readiness audit framework is a structured, scored assessment that helps marketing leaders evaluate whether their organization is genuinely ready to invest in new marketing technology. This one is built around three pillars: **people**, **operations**, and **data**. For each pillar, you'll work through a set of statements, score yourself, and identify where gaps exist. By the end, you'll have a readiness score, a clear picture of your strongest and weakest areas, and a prioritized action plan to work from. It's designed to be used before any significant MarTech decision – whether that's a first major platform purchase, a stack consolidation, or a significant upgrade to what you already have. And because every organization is different, the framework is fully editable. You can add, remove, or reword statements to reflect your company's structure, [maturity](https://www.cmoalliance.com/beyond-the-rebrand-why-digital-maturity-is-the-cmos-ultimate-crisis-insurance/), and priorities. ## Who is it for? This framework is for senior marketing leaders who are involved in MarTech decisions – CMOs, VPs of Marketing, Directors of Marketing Operations, and anyone responsible for the performance of a marketing tech stack. It's especially useful if you're: - About to make a significant investment in a new platform and want confidence you're ready for it - Struggling to get ROI from your existing stack and suspect the issue isn't the tools - Building a business case for MarTech investment and need to show you've done the groundwork - Leading a new marketing function and want to assess where the foundations are strong or shaky You don't need any specialist technical knowledge to complete it – just honest answers and the right people in the room. If you're thinking carefully about your MarTech strategy, you'll want to be at the MarTech Summit in ****Boston** on ****October 27**. Join the marketing and technology leaders figuring out how to simplify their stacks, introduce AI with confidence, and make decisions they'll still stand behind a year from now. [Save your spot ](https://events.cmoalliance.com/location/martech?utm%5Fsource=ghost&utm%5Fmedium=resources&utm%5Fcampaign=content) ## How to use the framework The framework is straightforward to work through, either independently or as a team. Start by scoring each statement: 0 if something isn't in place, 1 if it's partially in place, and 2 if it's fully in place. Once you've completed all three pillars, add up your scores and use the readiness band guide to understand what your total means and what to do next. From there, move to the action plan. Record every statement you scored 0 or 1, assign an owner and a target date, and prioritize your gaps – starting with the foundational ones that would most undermine a MarTech investment if left unresolved. The whole thing can be completed in a focused two-hour session. It works well as a workshop exercise with your marketing leadership team, or as a pre-read ahead of a broader planning conversation. ## Grab your MarTech readiness audit framework *If you’re not already a CMO Alliance member, simply sign up for our Insider plan (it’s free!) and refresh this page to access your template.* ![MarTech readiness audit framework](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/05/data-src-image-b1eb2079-2855-4307-ae94-bd69a747b7c9.png) [MarTech readiness frameworkMarTech readiness framework.docx1 MBdownload-circle](https://www.cmoalliance.com/content/files/2026/05/MarTech-readiness-framework.docx "Download") [MarTech readiness frameworkMarTech readiness framework.pdf293 KBdownload-circle](https://www.cmoalliance.com/content/files/2026/05/MarTech-readiness-framework.pdf "Download") [MarTech readiness frameworkMarTech readiness audit Get the foundations right before you invest in new tooling. Most MarTech investments underdeliver – not because the technology is wrong, but because the organization wasn’t ready for it. The tools are only as good as the people using them, the processes surrounding them,…![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/kix-favicon-2023q4-22.ico)Google Docs![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AHkbwyI_LlVwjJrmIzA1Z20VNzHM324MO68Us8u7oPqhioUxaKQLLS5me0BxtiLss_E6vXhDxEpLozrcAaNt49UvQcpDbVC0K2ogFYhTqwg6muEbYxAhHr0z-w1200-h630-p)](https://docs.google.com/document/d/1bC-NW-dAnszo0i8w%5F3Q6n2gqJSwjsTWW%5F9lcSetXYvQ/edit?usp=sharing) _This post is for subscribers only._ ### A framework for practical AI in advertising URL: https://www.cmoalliance.com/practical-ai-in-advertising/ Last updated: 2026-05-13T12:00:25.000Z [AI tools](https://www.cmoalliance.com/ai-in-mobile-advertising-trends-tools-and-compliance/) will fundamentally reshape how advertising platforms operate. (They already have!) But as the industry rushes toward agentic workflows and more generative creative tools, there’s a lot of room for confusion, and it’s preventing advertisers from maximizing outcomes. Part of [the challenge of AI adoption](https://www.cmoalliance.com/ai-adoption-paradox/) comes from the fact that the industry often talks about “AI” as if it’s a single capability. In reality, marketers are encountering three distinct categories of AI, each serving a different purpose. [!["As the industry rushes toward agentic workflows and more generative creative tools, there’s a lot of room for confusion, and it’s preventing advertisers from maximizing outcomes." – Greg Collison, Head of Product, Adobe Advertising](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/05/AI-in-advertising-----Greg-Collison.png)](https://www.cmoalliance.com/practical-ai-in-advertising) ## 1\. Predictive AI This is the oldest and most foundational form of AI used in advertising platforms. These systems analyze massive volumes of signals to predict outcomes such as: - The likelihood that a user will engage with an ad - The influence of context on the user - The optimal bid price needed to win an auction without overpaying This predictive machinery sits at the heart of performance advertising. It determines how efficiently a platform allocates budget and how effectively it identifies valuable audiences. For many demand-side platforms (DSPs), these systems have been evolving for more than a decade. Some are better than others. A global [retail](https://www.cmoalliance.com/to-win-at-retail-media-start-with-curation/) brand, for example, might run campaigns across multiple DSPs and notice similar audiences delivering very different results. The difference often comes down to the quality of predictive models under the hood. One platform may be better at predicting the value of each user, the value of every context, and the clearing price for every auction to determine not just who to target, but how much to bid in each moment. Over time, that advantage compounds, driving more efficient spend, higher conversion rates, and ultimately a better return on media investment without increasing budget. ## 2\. Generative AI These tools have been the hot topic of the past 18 months. They create new content such as ad copy, images, video variations, or campaign assets. They dramatically accelerate creative production and [experimentation](https://www.cmoalliance.com/the-60-million-tweak-creating-a-successful-culture-of-experimentation/). Generative AI is powerful because it reduces the manual work required to build and test creative variations. AI-powered content generation can unlock personalization and experimentation that ultimately boosts overall ROI. It complements, but does not replace, predictive AI. Consider a travel company launching a [seasonal campaign](https://www.cmoalliance.com/seasonality-in-b2c-marketing/) across multiple markets. Instead of relying on a handful of static creatives, generative AI allows the team to produce multiple variations tailored to each audience segment. Creative that highlights family-friendly resorts performs better for one segment, while adventure-focused messaging resonates with another. The result is both faster production and a steady stream of fresh, relevant creative that feeds into the platform’s predictive systems, improving performance over time. ## 3\. Agentic AI Here lies the newest layer of AI for advertising. These systems act more like assistants or operators inside the platform. They help marketers set up campaigns, interpret results, troubleshoot issues, and make recommendations automatically. [Agentic AI](https://www.cmoalliance.com/ai-agents-the-shift-from-done-by-you-to-done-for-you/) is largely about workflow efficiency. It reduces the amount of manual work required to manage campaigns and helps marketers move faster. On the operations side, a mid-sized marketing team might employ [AI agents](https://www.cmoalliance.com/11-ai-agents-changing-the-game-for-marketing-teams/) to manage the day-to-day mechanics of campaign execution. The agents guide users to optimal campaign setup, thereby enabling better overall performance. And, instead of manually adjusting budgets, troubleshooting delivery issues, or pulling reports, the agents flag underperforming segments, suggest optimizations, and even implement routine changes automatically. What used to take hours of hands-on management becomes a series of guided decisions. The team moves faster and spends more time on strategy, but the impact of those actions still depends on the strength of the predictive and data foundation beneath it. All three forms of AI are valuable. But they do very different things: - Predictive AI drives performance. - Generative AI expands creative possibilities. - Agentic AI improves speed and simplicity. Confusing these roles can lead marketers to focus on the most visible capabilities rather than harnessing the full mix in a way that best serves the brand. [![The three types of AI in advertising: Predictive AI drives performance. Generative AI expands creative possibilities. Agentic AI improves speed and simplicity.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/05/The-three-types-of-AI-in-advertising-1.png)](https://www.cmoalliance.com/practical-ai-in-advertising) ## Why performance still comes first Agentic AI will likely become one of the most visible changes in advertising platforms. It will simplify campaign setup, automate routine tasks, and help marketers operate more efficiently. But simplicity alone does not guarantee performance. Agentic systems can help configure a campaign or automate a workflow, but they can only optimize within the limits of the platform’s underlying performance engine. If that engine isn’t strong, the automation simply gets you to a lower ceiling faster. Think about it this way: two cars may both have self-driving features, but that doesn’t make them equal. Put the same autonomy into a racecar and a minivan, and both might move forward with less effort from the driver, but they will not deliver the same ride. The underlying engine still determines how well the car performs. The same is true in advertising. That’s why the most effective platforms will combine all elements: intelligent agentic experiences paired with robust predictive systems and generative AI to unlock creative optimization. The agents create simplicity. The predictive models drive results. The generative AI boosts ROI with more engaging [creative](https://www.cmoalliance.com/the-creative-leadership-framework-cmos-need-for-2026/). When those systems are designed to work together, the platform can both reduce operational complexity and maximize performance. ## The questions marketers should be asking Given the speed of AI development, many of today’s headline-grabbing features will quickly become standard. What feels novel now will soon be expected. Rather than racing to adopt every single new tool that crosses the industry headlines, marketers need a practical way of assessing their current approaches and partners to ensure they’re keeping pace with what’s possible: 1. Start by assessing performance. Are you fully using your organic site traffic to train predictive models to maximize ROI? Are you actively testing multiple DSPs to understand performance capabilities? If not, you could be missing out on the latest performance innovations. 2. Are you experimenting with generative AI tools to build more ad variants to power personalization and experimentation? If not, your media budget likely isn’t as productive as it could be. 3. Are your DSP partners innovating with agentic experiences to eliminate the busy work and help you focus on high-value actions? If not, you won’t benefit from the efficiency gains that agents offer. AI can streamline workflows, reduce manual work, and help marketers get more value from a platform. However, it does not, on its own, raise the platform’s performance ceiling. It simply helps marketers reach that ceiling more efficiently. For example, an AI agent layered on top of a DSP might automatically configure campaigns, suggest optimizations, or troubleshoot delivery issues. But those recommendations can only be as effective as the DSP’s underlying bidding models, auction dynamics, predictive systems, and completeness of data being used to determine how media is bought. A DSP rich with first-party data will have a more profound impact with AI. Those with stronger underlying signals and a more complete understanding of the user journey will outperform others. That’s why practical AI in advertising is not about chasing the newest feature in isolation. It's about maximizing business outcomes while eliminating busy work. In the end, the winners will be the ones that harness the power of AI across performance, creative, and agents. ### Stop creating funnel content. Build for the loop. URL: https://www.cmoalliance.com/stop-creating-funnel-content-build-for-the-loop/ Last updated: 2026-05-08T14:22:16.000Z You're [creating content](https://www.cmoalliance.com/context-first-marketing-the-key-to-scaling-content-globally/). Lots of it. And yet somehow, the pipeline stays sluggish, the sales team ignores half of what you produce, and customers churn before they've even gotten started. The problem usually isn't the content itself – it's the model behind it. Most marketing teams are still designing content for a funnel that was built for a different era, while their buyers have long since moved on. In this article, I'll make the case for moving beyond the traditional funnel toward a flywheel model that drives compounding growth – and show you what it looks like to design content for every stage of the [buyer journey](https://www.cmoalliance.com/content-marketing-for-different-stages-of-the-buyers-journey/), not just the top. The insights I'm sharing here come from lived experience, including mistakes I've personally made, so you don't have to repeat them. ## The funnel has a problem I'm going to take a contrarian view here. The funnel, as we traditionally know it, has some real issues. 1. **It’s linear by design:** Customers aren't neatly walking through awareness, interest, intent, conversion, and adoption in that tidy sequence. They're bouncing across third-party sites, peer reviews, and [answer engines](https://www.cmoalliance.com/evolving-for-answer-engine-optimization/) long before they ever come into contact with your content. 2. **It requires constant spend:** Top of funnel, middle of funnel, lower funnel. ATL (above-the-line) campaigns, nurture sequences, paid media activations – all of this costs serious money. The moment that spend stops, so do the results. If you're working with a limited [budget](https://www.cmoalliance.com/where-are-marketing-budgets-being-spent/), that’s a problem. 3. **It’s leaky at every stage.** The funnel assumes a clean, predictable path from awareness to purchase – but customers don't read the playbook. They [churn](https://www.cmoalliance.com/how-to-reactivate-churned-users/), stall, skip stages, and ghost you entirely. The funnel accounts for none of that messiness. You pour more in and get a few drops out. It's a cost center masquerading as a growth engine. [![A cracked ceramic funnel with water pouring in from the top and leaking out through the crack at the side, pooling on the surface below. Text to the right reads "The funnel leaks."](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/05/data-src-image-5b525bd4-6435-47bf-a064-418c8ff54253.png)](https://www.cmoalliance.com/stop-creating-funnel-content-build-for-the-loop) Now, I'm not here to tell you the funnel is dead. Many large enterprises still use it – including the ones I've worked for – and it does work in many contexts. But if you're a product-led company, a startup, or a team operating with a limited budget, the funnel alone won't carry you. For expert insights like this straight to your inbox twice a month, sign up for Pro+ membership. You'll also get access to a range of certifications, a complimentary Summit ticket, 50+ tried-and-true templates, members-only workshops, and **much* more. So, what are you waiting for? [Fast-track your marketing career ](https://www.cmoalliance.com/pro-plus-membership/?utm%5Fsource=ghost&utm%5Fmedium=resources&utm%5Fcampaign=content) ## Enter the flywheel So, what's the alternative? The flywheel growth model. This isn't a new concept. Jeff Bezos introduced the flywheel model at Amazon. Jim Collins wrote about it in the early 2000s. More recently, Yamini Rangan and Brian Halligan over at HubSpot have made it central to their thinking. And in modern marketing, it's been getting renewed traction. [![ diagram showing the transition from a traditional marketing funnel on the left — with stages labeled Awareness, Interest, Decision, and Adoption — to a circular flywheel on the right, with stages labeled Retention, Referral, and Expansion. The two are connected by arrows, illustrating how the funnel feeds into the flywheel. A caption beneath reads "From funnel to flywheel: content-powered growth."](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/05/data-src-image-5ff93000-fa4e-4353-872b-c31debd1d058.png)](https://www.cmoalliance.com/stop-creating-funnel-content-build-for-the-loop) The funnel is like a love story that ends at the wedding. Boy meets girl, they fall in love, get married, the end. But that's not how relationships actually work, is it? The funnel is built for conversion. It's not built for retention. It's not built for compounding growth. Once you've acquired the customer, the funnel stops doing the work. The flywheel picks up where the funnel leaves off, making sure you retain customers and turn them into advocates who fuel future growth. The flywheel typically has four or more stages, depending on how you frame it. The five I work with are: 1. **Acquisition:** Bringing the customer in 2. **Activation:** Getting them to use what they bought 3. **Retention:** Keeping them engaged 4. **Referral:** Turning them into advocates 5. **Expansion:** Growing share of wallet The activation layer is where customer needs and your product value meet. That moment of [product-market fit](https://www.productmarketingalliance.com/securing-product-market-fit-in-the-ai-era/) is critical. If activation doesn't happen, retention won't either. Referral is where the compounding effect really kicks in. Your customers become your [advocates](https://www.customermarketingalliance.com/why-advocacy-beats-retention-as-a-growth-engine/) on Reddit, Discord, Trustpilot, YouTube, Amazon reviews, Yelp – wherever your audience hangs out. There's no advertising spend that can match the value of authentic word of mouth. [![A circular diagram divided into five segments representing the five stages of the growth loop: Acquisition, Activation, Retention, Referral, and Expansion. Each segment is labeled with a brief description — Acquisition brings in new users through referrals, content, or word-of-mouth; Activation is the "aha moment" where value becomes undeniable; Retention deepens product habit and builds loyalty; Referral turns satisfied users into advocates; and Expansion unlocks new revenue through upgrades and increased usage.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/05/data-src-image-ace45a6c-1f85-4e7c-92cb-8f5c4a218143-1.png)](https://www.cmoalliance.com/stop-creating-funnel-content-build-for-the-loop) Expansion is where you go back in with content that says, "You bought 50 seats, here's why you might want 500." You drive cross-sells and upsells, and increase share of wallet. And when you launch a new product, those existing advocates jump right back into the acquisition stage. The cycle stays tight. It doesn't leak. If you're product-led or a smaller company, you can use the flywheel exclusively. In large enterprises, you'll likely run both – the funnel for net-new acquisition and the loop for [retention](https://www.cmoalliance.com/customer-loyalty-through-ai-powered-retention-marketing/) and expansion. ## What happens when the loop breaks Let me tell you about a time we got this badly wrong. _This post is for paying subscribers only._ ### Why 95% of AI marketing automations fail (and the process-first framework that actually works) URL: https://www.cmoalliance.com/why-95-of-ai-marketing-automations-fail/ Last updated: 2026-05-06T12:00:57.000Z I’m the CMO at Aspect Health, a health-tech company focused on personalized wellness. Over the past two years, I’ve built [AI-powered marketing automations](https://www.cmoalliance.com/11-ai-agents-changing-the-game-for-marketing-teams/) that genuinely work – systems that produce ad creatives, run programmatic SEO campaigns, and handle content pipelines with real, measurable results. But before any of that worked, I failed. Repeatedly. And when I look at the marketing leaders around me who are trying to [adopt AI](https://www.cmoalliance.com/ai-adoption-paradox/) right now, I see them making the exact same mistake I made. They’re skipping the most important step. They’re jumping straight into building. And that’s why the vast majority of AI marketing automations go nowhere. ## The biggest mistake: Building before planning Here’s how it usually goes. A marketer discovers ChatGPT, [Claude](https://www.productmarketingalliance.com/mastering-claude-for-product-marketing/), Gemini, or some new AI agent platform. They get excited – understandably so. They open a chat window and type something like “Create a Facebook ad campaign for my product.” Or “Write me ten blog posts about our features.” Or they hear about agentic workflows and think: if I just build a smart enough agent, it will figure out my marketing for me. The output looks impressive for about five minutes. Then you try to actually use it. The ad copy doesn’t match your brand voice. The blog posts are generic and say nothing your competitors aren’t already saying. The “smart agent” produces work that’s technically correct and strategically useless. So what do people do? They blame the AI. They say the technology isn’t ready. They go back to doing things manually. Or worse, they keep prompting and re-prompting, hoping that the right magic words will somehow make it click. [![AI for Marketing Leaders eBook – download today](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/05/CMO_AI_for_Marketing_Leaders_2026_Edition_eBook__Supporting-Assets_Article-Banner.png)](https://www.cmoalliance.com/ai-for-marketing-leaders-report-2026/) I did all of that. I spent months trying to get AI tools to produce great marketing output by giving them [better prompts](https://www.cmoalliance.com/prompt-engineering-the-secret-to-creating-better-content/), more context, longer instructions. And I kept hitting the same wall: the output was never consistent, never quite right, and the time I spent fixing it often exceeded the time I would have spent doing the work from scratch. The problem was never the AI. The problem was me. I was asking the AI to do my thinking for me, when what I should have been doing was thinking first and then asking the AI to execute. ## AI is your assistant, not your replacement This is the mental shift that changed everything for me: AI is not a replacement for your marketing expertise. It’s an assistant. A very fast, very tireless, very *literal* assistant. Think about what happens when you [hire](https://www.cmoalliance.com/7-diversity-recruiting-best-practices-for-cmos/) a junior marketer. You don’t say “go do our marketing.” You give them a process. You tell them step one is this, step two is that, here’s what the inputs look like, here’s what good output looks like. You check their work. You give feedback. Over time, they get better because the process guides them. AI works the same way. But most people skip the process part entirely. They treat AI like a senior strategist who should just “know” what to do. It doesn’t. It’s brilliant at executing well-defined tasks, and terrible at figuring out what tasks need to be done in the first place. The moment I started treating AI as an assistant operating within a clear process – instead of a magic box that should produce great marketing on command – everything changed. !["The moment I started treating AI as an assistant operating within a clear process – instead of a magic box that should produce great marketing on command – everything changed." – Oleg Kovalev, CMO, Aspect Health](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/05/AI-----Oleg-Kovalev.png) ## The fix: Map the business process first The framework I use now is almost embarrassingly simple. Before I build any automation, before I write a single prompt, before I configure any AI agent or workflow, I map the business process. I mean a real process map. Steps that go one after another (or in parallel where that makes sense), with defined inputs and defined outputs at each step. Not a vague idea of “first we research, then we create, then we publish.” An actual map where I can point to step three and tell you exactly what goes in and what comes out. You can even use AI to help you map the process – and I’d encourage you to do that. Ask it to help you think through the steps, identify gaps, and define the inputs and outputs. AI is great at that kind of structured thinking. But the critical thing is that the process map exists before you start building. Why? Because the process map becomes the backbone of your automation. Every AI agent, every automated workflow, every prompt – they all map to a specific step in the process. They have clear inputs (defined by the previous step’s output) and clear expected outputs (defined by what the next step needs). There’s no ambiguity. There’s no “just figure it out.” Even a very simple business process – five or six steps with basic inputs and outputs – will make your AI marketing automation ten times more effective than any amount of prompt engineering applied to a vague brief. I’m not exaggerating. The difference is that dramatic. ## How I built an SEO factory (and why process came first) Let me show you what this looks like in practice. [![A five-step vertical process map titled "Aspect Health — SEO Process Map" illustrating a content-led SEO engine with inputs and outputs at every stage. Steps are: 1) Keyword Research & Strategy – identify high-intent keywords and group by topic clusters; 2) Content Planning & Briefs – map clusters to pillar and supporting pages with structured briefs; 3) AI-Assisted Content Production – generate drafts using AI with human review for accuracy and brand voice; 4) On-Page Optimization & Publish – apply on-page SEO and publish to CMS; 5) Monitor & Optimize – track rankings and CTR, and feed learnings back to Step 1 in a continuous loop.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/05/data-src-image-a903d592-26ab-4f3d-baaf-df36edaed73a.png)](https://www.cmoalliance.com/why-95-of-ai-marketing-automations-fail) At Aspect Health, [SEO](https://www.cmoalliance.com/how-ai-is-rewriting-the-rules-of-search-video/) is one of our core growth channels. Before I built any automation around it, I sat down and mapped the entire SEO content production process into five major steps. Each step had clearly defined inputs and outputs. Then I broke each of those five steps into smaller substeps – again, with inputs and outputs at every level. Only after that map was complete did I start building the actual automation. And the difference was night and day compared to my earlier attempts, where I’d tried to just throw AI at the SEO problem and hope for good content. With the process map in place, every AI agent in the pipeline knows exactly what it’s responsible for. The keyword research step produces a structured output that feeds directly into the content planning step. The content planning step produces briefs that feed into the writing step. The writing step produces drafts that feed into the optimization step. Nothing is left to chance or improvisation. The result? A system that can produce high-quality, strategically sound SEO content at a pace and consistency level that would be impossible to achieve manually. Not because the AI is smarter than a human [SEO](https://www.cmoalliance.com/search-is-changing-google-ai-mode/) expert, but because the process ensures the AI’s output is always aligned with the strategy. ## Same principle, different domain: The ad creative factory I applied the same approach to paid social ad creative production. We need a constant stream of ad banners – different audiences, different messages, different placements. Before the process-first approach, I’d tried letting AI generate creatives from loose briefs. The results were hit-or-miss and required heavy manual rework. So I went back to basics. I mapped out a six-step process for ad [creative](https://www.cmoalliance.com/the-creative-leadership-framework-cmos-need-for-2026/) production. The process starts with target audience research, moves through competitive analysis, considers the funnel stage and product positioning, and only then gets to the actual creative generation. Each step has clear inputs and clear outputs. The target audience research step produces a structured audience profile. That profile, combined with the competitive analysis output, feeds into a messaging strategy step. The messaging strategy, combined with the funnel stage and product details, produces a creative brief. The creative brief feeds into the AI-powered generation step. And the generated creatives go through a review and selection step before they’re deployed. [![A five-step process map titled "AI Ad Creative Factory" showing the workflow from positioning hypothesis to production-ready creatives. Steps are: 1) Positioning Hypothesis – define value proposition, audience segments, and messaging angles; 2) Competitor Analysis – research competitors' positioning, messaging, and offer structure; 3) Facebook Ads Library Analysis – pull live competitor ads and analyse hooks, formats, and CTAs; 4) Funnel Analysis – match creatives to funnel stages (TOFU/MOFU/BOFU); 5) AI Creative Production – generate, review, and finalise ad banners using AI image generation. Each step shows defined inputs and outputs.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/05/data-src-image-a3308bac-6e36-4a24-a8ee-da8bbd2c0f39.png)](https://www.cmoalliance.com/why-95-of-ai-marketing-automations-fail) Five steps. Clear inputs. Clear outputs. The AI handles execution within each step. I handle the strategy and quality judgment between steps. The system produces better creatives faster than any approach I’d tried before – not because the AI got better, but because the process gave the AI what it actually needed to succeed. ## **Why most marketers skip this step** If process mapping is so powerful, why do most marketers skip it? Because it doesn’t feel like progress. When you’re excited about AI, you want to build. You want to see output. Sitting down to draw boxes and arrows on a whiteboard feels slow and boring compared to opening Claude or ChatGPT and watching it generate something in real time. There’s also a misconception that AI agents should be smart enough to figure out the process themselves. People hear “agentic AI” and imagine an autonomous entity that thinks strategically, plans its own work, and delivers polished results. That’s not what current AI does. Current AI is extraordinarily capable at executing defined tasks. It’s not good at defining the tasks in the first place. That’s still your job. And frankly, a lot of the AI automation hype encourages this skip-the-process mindset. The demos always show the happy path: you type a simple request, the AI produces amazing output, and everyone claps. What they don’t show is the twenty failed attempts before the demo, or the fact that the demo prompt was carefully engineered to produce that specific result. Real marketing automation at scale doesn’t work on carefully engineered one-off prompts. It works on repeatable processes with clear structures. That’s the unsexy truth. ## How to start (today) If you’re a marketing leader who’s tried AI automation and been disappointed, or if you’re about to start and want to avoid the common pitfalls, here’s what I’d tell you: - **Pick one marketing workflow that you run repeatedly.** Something you do every week or every month. Ad creative production, content writing, email campaigns, social media scheduling – anything that has a repeatable pattern. - **Map it.** Get a whiteboard, a Miro board, a Google Doc, a napkin – whatever works. Write down each step. For every step, write down what goes in and what comes out. Be specific. “Research” is not a step. “Analyze the top 10 competitor ads on Meta, extract their primary headline hook, value proposition, and CTA format, and produce a competitive creative brief” is a step. - **Use AI to help you with the mapping if you want.** That’s a great use of AI – it’s a thinking partner, and it’s good at helping you structure your own knowledge. But make sure you end up with a real process map with real inputs and outputs. - **Only then, start automating**. Take each step in your process and ask: can AI handle this step if I give it the right inputs? Some steps it can handle entirely. Some steps it can assist with. Some steps still need to be done by a human. That’s fine. The point isn’t to automate everything. The point is to automate the right things within a structure that keeps the whole system strategically sound. This is the single biggest unlock for AI adoption in marketing. Not better models. Not better prompts. Not fancier agent frameworks. Just a clear business process, mapped out before you start building. It sounds obvious, but it’s the step that almost everyone skips. And that’s why almost everyone fails. ### Beyond the rebrand: Why digital maturity is the CMO’s ultimate crisis insurance URL: https://www.cmoalliance.com/beyond-the-rebrand-why-digital-maturity-is-the-cmos-ultimate-crisis-insurance/ Last updated: 2026-04-29T12:00:01.000Z In the old economy, a CMO’s success was measured by the brilliance of a go-to-market (GTM) strategy or the reach of a [brand](https://www.revenuemarketingalliance.com/cult-favorite-to-category-leader-health-ade-brand-marketing/) campaign that delivered measurable results in leads to revenue as well as share-of-voice, eventually impacting prospect consideration and customer preference. In the era of digital maturity, those metrics are table stakes. Today, the CMO must be the custodian of the **digital ecosystem** – a complex web of technology, [talent](https://www.cmoalliance.com/four-strategies-keep-nurture-top-marketing-talent/), and data that either builds or breaks public trust in seconds. Most enterprises are currently trapped in what I call the "digital closet." They've spent millions on "unworn designer AI" and "ripped fabric" legacy systems that don't talk to each other. When a reputation crisis hits, this lack of maturity is exposed – because if you haven’t progressed beyond the first stage of digital maturity, your organization will be dangerously underprepared when it matters most. > *"I’ve seen a Fortune 1000 company still running their entire CRM on Excel, and a government department spending $20 million a year just to maintain ten outdated systems. You can’t build a digital future on a foundation of 'technical debt' and legacy vanity."* > *–* [***Jaslyin Qiyu***](https://www.linkedin.com/in/jaslyin/)***, CMO & CX Head, Cigna Healthcare*** To lead through disruption, the modern CMO must pivot from an inside-out approach (telling the world who you are) to an outside-in model (aligning internal operations with real-world customer sentiment). Relatability is paramount, but revenue impact is always, always king. ## The "Lorem Ipsum" lesson: cultivating a culture of experimentation Reputation management is often reactive, born out of the FEAR Trap: FOMO, education gaps, alignment issues, and a roadmap void. When a roadmap void exists, leadership tends to oscillate between rushing into trendy tech and freezing in the face of change. > "Digital maturity isn’t about playing it safe; it’s about having the infrastructure to take calculated risks. We intentionally 'broke' our homepage with Lorem Ipsum text to prove a point about personalization. It wasn't a glitch, it was a curiosity gap that turned a placeholder into a 276% CTR spike." > – [**Elizabeth Maxson**](https://www.linkedin.com/in/emaxson/)**, CMO, Contentful** For the CMO, the lesson here isn’t about placeholder text; it’s about the [experimentation](https://www.cmoalliance.com/the-60-million-tweak-creating-a-successful-culture-of-experimentation/) policy. A mature organization doesn't wait for a crisis to see how its audience reacts to change. They use constant, low-stakes experiments to gather data. When they must pivot during a high-stakes reputation challenge, they aren't guessing; they are executing based on validated curiosity. ## The "zombie tax": The hidden cost of the digital closet When a reputation crisis strikes, speed is everything. However, most CMOs are weighed down by the "zombie tax." This is the hidden cost of maintaining outdated, "zombie" marketing tech and legacy data silos that no longer serve the customer. These systems sit in your digital closet, consuming budget and energy, but failing to provide the real-time insights needed when your brand is under fire. A roadmap void allows these zombies to proliferate. A mature CMO identifies these liabilities and retires them, reclaiming that spend to fund the agile, integrated systems that actually protect the brand's reputation. If your tech stack doesn't allow you to see a sentiment shift in real-time, you aren't just paying a tax; you're inviting a disaster. > *"The biggest failure in strategy isn't the idea; it’s the 'decoding.' When a board says 'we are a platform company,' but doesn't translate that into daily tasks, every employee decodes it differently. That’s how you get brand fatigue and operational chaos."* > *–* [***Samta Bansal***](https://www.linkedin.com/in/samtabansal/)***, Fractional CMO, Cognida.ai*** ### Bridging the generation gap: The fractional CMO as a strategic bridge One of the greatest challenges facing global CMOs is education and generation gaps. There is a massive delta between the legacy experience of the C-suite and the "new age" labor force that lives and breathes AI, viral sentiment, and decentralized platforms. This is where the [fractional CMO](https://www.cmoalliance.com/the-ultimate-guide-to-hiring-a-fractional-cmo/) becomes a secret weapon. Rather than a full-scale, slow-moving organizational restructure, the high-maturity CMO brings in fractional leadership to serve as a Strategic Integrator. This role fills two critical voids: 1. **The technical bridge:** Implementing modern GTM technologies and AI governance that legacy teams may struggle to vet. 2. **The mentorship bridge:** Providing the inside-out education needed to upskill existing talent while aligning with the outside-in demands of a younger, digital-native customer base. ## The maturity audit: Measure. Align. Evolve. Before rushing to fix a reputation crisis or launch a new GTM campaign, you must pause to evaluate the health of your digital ecosystem. The first step toward escaping the roadmap void is measuring your current digital maturity across five critical pillars: 1. Technology 2. Data 3. Customer experience 4. Strategy 5. Culture By auditing these areas, you can identify the "zombie" systems draining your budget and the education gaps slowing your team. > *"Marketers are hiding behind dashboards. If you want to know why your digital maturity is low, stop looking at click-heatmaps for a day. Go on a sales call. Ask the customer: 'What was the most frustrating thing about our website today?' One real conversation is worth a thousand survey responses."* > *–* [***Scott Berg***](https://www.linkedin.com/in/bergscott/)***, Award-Winning CMO*** Once you have a baseline, focus on identifying low-effort, high-value improvements, quick wins that stabilize the brand while you refine your long-term strategic priorities. By aligning every subsequent program with clear outcomes and ROI yield, you ensure that your digital evolution isn't just a cost center, but a robust insurance policy for your brand’s future. ## Maturity is your reputation’s north star Reputation is the yield of a mature digital infrastructure. If you’re a CMO navigating today's global enterprise landscape, your challenge is not just to manage the brand, but to bridge the gap between your legacy infrastructure and the expectations of modern customers and labor force. Don’t let a roadmap void or a zombie tax define your tenure. Move beyond the FEAR trap, retire your digital zombies, and start leading your organization toward maturity. ### Internal marketing handbook template URL: https://www.cmoalliance.com/internal-marketing-handbook-template-framework/ Last updated: 2026-04-27T16:05:04.000Z When your marketing team doesn't have a shared playbook, misalignment creeps in fast. This template gives your team a single source of truth, covering everything from roles and [OKRs](https://www.cmoalliance.com/are-you-ok-with-okrs/) to tools, rituals, and request processes, so everyone's aligned on how you work, not just what you're working on. ## What is an internal marketing handbook template? An internal marketing handbook template is a structured document that captures how your marketing team operates day to day. It brings together your team's vision, principles, roles, workflows, and communication norms in one place – so nothing lives only in someone's head or gets lost in a Slack thread. That means new starters can get up to speed quickly, and experienced team members stay aligned as the business evolves. ## Who is it for? This template is built for marketing leaders who want to create consistency, clarity, and momentum across their teams. Whether you're a CMO formalizing how a [growing team](https://www.cmoalliance.com/six-insights-for-taking-your-marketing-team-from-startup-to-bustling-small-business/) works, a Director of Marketing onboarding new hires, or a team lead looking to reduce confusion around processes and ownership, this handbook gives you a practical starting point. It's especially useful if your team is scaling, going through a reshuffle, or simply struggling with the kind of misalignment that slows good work down. ## How to use the template The handbook is organized into sections you can work through in order or adapt based on what your team needs most right now. Start with your **vision and principles** – getting clear on what your team stands for makes every other section easier to write. From there, move into **roles and responsibilities**, making sure there's no ambiguity around who owns what. Use the **OKRs section** to capture your current quarterly goals and make them visible to the whole team. Then work through the operational sections – planning, briefing, approvals, and tools – to document the rhythms and systems that keep work moving. Finally, don't skip the **culture and rituals** section. It's often the piece that makes a handbook feel real rather than just a policy doc. Capturing things like your no-meeting days, weekly standups, and team values helps set the tone for how you actually show up together. Once you've filled it in, treat it as a living document. Revisit it each quarter, update it when processes change, and make sure it's somewhere your whole team can easily find it. ## Grab your internal marketing handbook template ![Internal marketing handbook template](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/04/Internal-marketing-handbook-template.png) [Internal marketing handbook \[example\]Internal marketing handbook \[example\].pdf231 KBdownload-circle](https://www.cmoalliance.com/content/files/2026/04/Internal-marketing-handbook--example-.pdf "Download") [Internal marketing handbook \[example\]Internal marketing handbook \[example\].pptx3 MBdownload-circle](https://www.cmoalliance.com/content/files/2026/04/Internal-marketing-handbook--example-.pptx "Download") [Internal marketing handbook \[example\]Internal marketing handbook Last updated: April 2026 Name of course here![](https://static.ghost.org/v5.0.0/images/link-icon.svg)Google Docs![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AHkbwyJJXW_L_SabbyfuvYITwYzuLY0hcyUfARPsXVwKCtHrAMdoWo5yhncvG1Pl8M9u4ZrivM6Gnv7xt3slZLZqNnnilGx7-_bWD9yoTFLprp3c5NFUO-3E-w1200-h630-p)](https://docs.google.com/presentation/d/1wXH3rBewFX1bl5%5FUbVjd7PBbgBJnQJMYnIq4EPTPX2o/edit?usp=sharing) _This post is for subscribers on the Exec+ membership tier only._ ### AI for Marketing Leaders Report (2026) URL: https://www.cmoalliance.com/ai-for-marketing-leaders-report-2026/ Last updated: 2026-10-22T13:32:30.000Z The definitive 2026 playbook for CMOs navigating AI transformation, featuring expert interviews, readiness frameworks, and actionable strategies for building competitive advantage through AI. # The true state of AI in marketing The definitive 2026 playbook for CMOs navigating AI transformation, featuring expert interviews, readiness frameworks, and actionable strategies for building competitive advantage through AI. Based on conversations with dozens of marketing leaders, and created in partnership with **DemandScience**, **Ahrefs**, and **Aampe**, this 100+ page report provides frameworks to diagnose your readiness, measure the right ROI, and lead the human transformation that makes AI actually work. [Download the report](#download) ![](https://v5.airtableusercontent.com/v3/u/58/58/1792684800000/WuC7c9oR4b4aeGrf6nxOYg/Oz1jOMFBquHGTY8rBnAKtI4js9aByVZnFE4Lyl0G0BYiTm43iOh1Ao947KAHMoO-QjHLzfy-_8f-j_Yiu-V6972LGlgyQInR-UqJrPdH0xWkO358XFAL9jtzX8ZNApQGIQP_0DreGqfDpItGHmqjOvIR6Wbdunh7SKtfP4VKc7_ImDAzQRwYAdWVv1E5XWTMcJnrV25da6j3zbcEoryENu33829gdp89cgcICLdqArA/v20cKpS1cihIUhCvKKprmyMXQp4piIDxU9c5DhoYDAY) ![](https://www.cmoalliance.com/assets/img/reports/decal-1.svg) ![](https://www.cmoalliance.com/assets/img/reports/decal-2.svg) ![](https://v5.airtableusercontent.com/v3/u/58/58/1792684800000/OZJNuTXP-wNThLAYYKGRBg/y_j0pog73jc2cFPX6Gc3eb0iwcQRg4EaRapksM5bO7bLX5BrJtZGHgPUWWxmGnOdf6QAW0UlRf6XU-zXotgucIErexWi42iO0QqSxf6h5vVSRPIBviTn6kIVKUbfvn-g9aY4iim3NUnDG59Vjk9DTRiefgPQbkftydHMoYFSp7tWD5cmwD0OkEkrXwbQZq9dlSUt5WWCssEyVR3u1-aF7SIYqdtiCXBRKaBHU3XuL0LkpXEiTejd8DcYXQk2e99t/-EXsVR0sv79X3zYZ_drWuMwCV4EVL49rl8Eo9Gv64B0) ## The AI for Marketing Leaders Report Every CMO has AI tools. Few know which problems AI actually solves – and which it exposes. Powered by insights from **DemandScience**, **Ahrefs**, and **Aampe**, this report cuts through the noise to show you exactly where you stand, what ROI type your board actually expects, and how to build the AI-ready organisation that pulls away from competitors still running pilots. [Give me my copy](#download) ## Produced with in partnership with: - DemandScience - Ahrefs - Aampe With the support of our partners, this report is packed with proprietary frameworks, real-world case studies, and expert perspectives from marketing leaders who've already made the shift. AI for Marketing Leaders gives you the strategic clarity to know exactly what to prioritise – and the confidence to defend that decision to your CEO. [Give me my copy](#download) ![](https://v5.airtableusercontent.com/v3/u/58/58/1792684800000/YGzqbOStX8OHDj8YBPF6YQ/F8GFGrCgusVnCP0hCe2A0tT_B8KBv41pe8JYcNawtOuWloBRh36Da-_Bhag1rKiDhO6eQ-mqoj8X3E77eGUjn0E27DLadw0NQiuXLCySRjo_yNYbLnPHu31zeaddhMWDlnoAMnNjPWlqtrxZNsdMubNsMvgcqhxIACbJi1OdM-G2jdjy7HEHnHc_Sci7Qmc4yDTNjWnem2x4StujJv1CXo6v_Xvo--bGH8Hesegndg79D8lklzSvYqemBXoZce6E/oEQ2ZalNeF-L8ammeDs_n2QMfeT2RdWfgTLf7aoiKdE) ## What you’ll discover ![](https://www.cmoalliance.com/assets/img/reports/decal-3.svg) ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) The **hidden "Platform Tax"** that's costing organizations 25% of their martech budget – and why teams using more tools actually perform worse. ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) The **"query fan-out" revolution** that's reshaping how Google discovers and surfaces your content – and why ranking has become probabilistic, not deterministic. ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) The **"playground" approach** to brand governance that enables AI-powered scale without fragmenting brand identity. ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) The **validation framework** that prevents you from investing resources based on AI-generated confirmation bias. ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) Why most CMOs measure the wrong type of ROI – and the **three distinct ROI categories** that determine whether your AI initiatives get continued investment or cut. ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) The **orchestration loop** that transforms marketers from hands-on executors into managers of AI agent systems – and why this shift separates 2027's winners from its casualties. ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) The **four-vector framework** that reveals whether your organization should actually pursue AI transformation – or if "Stage 2" is exactly where you should stay. ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) The **"Data Confidence Paradox"** that explains why 67% of marketing leaders see dashboards showing success while revenue never follows. ![bullet](https://www.cmoalliance.com/assets/img/check-bullet-point.svg) The **three modes of AI operation** that determine how much human oversight you actually need – and why most organizations attempt the wrong mode for their maturity level. [Give me my copy](#download) ## Get your copy This report costs you nothing – but it could save you from wasting months on the wrong AI initiatives. Download it now to discover exactly where you stand, what your board actually expects, and how to build the AI-ready marketing organisation that leaves competitors behind. The CMOs who act on this will define the next era of marketing leadership. Will you be one of them? ![Report Image](https://v5.airtableusercontent.com/v3/u/58/58/1792684800000/9Y4vC_sQJ4RYMunQPGPs0g/TO_UtJRHkgGO8mGjXPOzwnrqSuzgLul1xqehgyhrwp-u4MIOS9yKbyO-EN2IgFdvC7ESuaO8xGSjrA_rYP3Agbtao7fn6m-e5Kj1GFut3NkkwKZrSJPZiO5_DqfizHFEpVyuebdLtTWO8M0Cblw4i6lm_sK_KkpV5sHzdrSXj8L3CedHPAvpvuvJTnvSX9NHvW_Uw-UT56Iqc4kE1NpZDqeRTEpipXEcMdeToX_IUU4/Zq75g-PhcKj9X0TT2KNmImYPdum1kjQbFCfIlGori8Y) [Give me my copy](#download) ![](https://www.cmoalliance.com/assets/img/reports/decal-4.svg) ![](https://www.cmoalliance.com/assets/img/reports/decal-5.svg) ![](https://www.cmoalliance.com/assets/img/reports/decal-4.svg) ![Report Image](https://v5.airtableusercontent.com/v3/u/58/58/1792684800000/9Y4vC_sQJ4RYMunQPGPs0g/TO_UtJRHkgGO8mGjXPOzwnrqSuzgLul1xqehgyhrwp-u4MIOS9yKbyO-EN2IgFdvC7ESuaO8xGSjrA_rYP3Agbtao7fn6m-e5Kj1GFut3NkkwKZrSJPZiO5_DqfizHFEpVyuebdLtTWO8M0Cblw4i6lm_sK_KkpV5sHzdrSXj8L3CedHPAvpvuvJTnvSX9NHvW_Uw-UT56Iqc4kE1NpZDqeRTEpipXEcMdeToX_IUU4/Zq75g-PhcKj9X0TT2KNmImYPdum1kjQbFCfIlGori8Y) ## Get your copy This report costs you nothing – but it could save you from wasting months on the wrong AI initiatives. Download it now to discover exactly where you stand, what your board actually expects, and how to build the AI-ready marketing organisation that leaves competitors behind. The CMOs who act on this will define the next era of marketing leadership. Will you be one of them? ## Please add title in Airtable Please add content in Airtable [Give me my copy](#download) ![](https://www.cmoalliance.com/assets/img/reports/decal-5.svg) ### Chief Growth Officer Summit Summit Silicon Valley, April 2026 URL: https://www.cmoalliance.com/chief-growth-officer-summit-summit-silicon-valley-april-2026/ Last updated: 2026-04-24T17:24:11.000Z _This post is for paying subscribers only._ ### How to turn your brand reputation into a competitive edge URL: https://www.cmoalliance.com/how-to-turn-your-brand-reputation-into-a-competitive-edge/ Last updated: 2026-04-24T16:06:17.000Z When I took on the CMO role at Consumer Reports two years ago, I knew we had something special. Here was a 90-year-old nonprofit with off-the-charts brand awareness and tremendous [consumer trust](https://www.cmoalliance.com/how-the-financial-times-turns-trust-into-brand-resilience/). But we also faced a challenge that many [legacy brands](https://www.cmoalliance.com/rebranding-gone-right-how-to-retain-legacy-customers-while-attracting-new-ones/) know well: how do you stay relevant when your average subscriber is 60 years old, and the world is moving faster than ever? The answer, we discovered, lies in treating reputation not just as an asset to protect, but as an active competitive strategy. Let me walk you through how we're approaching this at Consumer Reports, and what we've learned about building [brand trust](https://www.cmoalliance.com/building-brand-trust-in-a-new-era-of-data-privacy/) that actually drives business results. ## Understanding the trust imperative First, let's acknowledge what we all know but sometimes struggle to articulate to our CFOs: [trust](https://www.cmoalliance.com/the-importance-of-trust-in-b2b-marketing/) matters enormously to the bottom line. The data backs this up: - **81%** of consumers say [they must trust a brand to buy from it](https://www.edelman.com/research/trust-barometer-special-report-in-brands-we-trust). - Companies with strong reputations [outperform their competitors](https://www.groupcaliber.com/the-63-solution-why-reputation-matters-more-than-ever/) by significant margins. - And **61%** of consumers are willing to pay more for products from [a brand name they trust](https://capitaloneshopping.com/research/branding-statistics/#:~:text=61%25%20of%20consumers%20were%20willing%20to%20pay%20more%20for%20products%20from%20a%20brand%20name%20they%20trust%20in%202023%2C%2032.6%25%20more%20so%20than%20in%202022.%C2%A0). But here's what surprised me when I dug deeper into Consumer Reports' position. We weren't just trusted – we were instrumental in creating systemic change that improved American lives. We helped get cigarettes banned from restaurants. We're one of the reasons seat belts are required in cars. More recently, we pushed for backup cameras to become standard. This wasn't just about telling people what dishwasher to buy. It was about using our testing and advocacy to make products safer for everyone. The challenge was communicating this broader impact, especially to [younger audiences](https://www.cmoalliance.com/getting-inside-the-minds-of-your-customers-especially-when-theyre-gen-z/) who might see us as their parents' or grandparents' brand. For expert insights like this straight to your inbox twice a month, sign up for Pro+ membership. You'll also get access to a range of certifications, a complimentary Summit ticket, 50+ tried-and-true templates, members-only workshops, and **much* more. So, what are you waiting for? [Fast-track your marketing career ](https://www.cmoalliance.com/pro-plus-membership/?utm%5Fsource=ghost&utm%5Fmedium=resources&utm%5Fcampaign=content) ## The nostalgia trap (and how to avoid it) As we started developing our brand strategy with my head of brand, Jen, we looked at successful campaigns that had leveraged trust and reputation effectively. Two stood out to me. First was [Volkswagen's campaign](https://www.youtube.com/watch?v=4fC-1xIZzXs), which beautifully tapped into its heritage. It was emotionally resonant, well-crafted, and celebrated the brand's place in American culture. But it also came with a warning from one of our agency partners: > "Nostalgia is not a strategy." You can't lean too heavily on what you were. You need to show what you are and what you're *becoming*. The second was [United Airlines' campaign](https://www.youtube.com/watch?v=1IMILf7e5Ss) featuring a young cancer survivor. What struck me wasn't just the emotional storytelling – it was how they pivoted from the embattled airline narrative to showcase human connection. The intergenerational element, with an older pilot celebrating a younger passenger's victory over cancer, showed how established brands can bridge age gaps authentically. These examples shaped our thinking as we developed our first major brand campaign in years. ## Our first attempt: Learning from "Not just for dads" About a year ago, [we launched a campaign](https://www.linkedin.com/posts/khalidelkhatib%5Fim-excited-to-share-consumer-reports-new-activity-7284945880372133888-tya6) with a simple premise: Consumer Reports isn't just for dads. The creative showed typical scenarios – like discovering your fridge is broken or second-guessing a car purchase – where people traditionally turn to their fathers for advice. The message was that Consumer Reports could be that trusted advisor for everyone. [![A young man peers into an open refrigerator with a puzzled expression, shot from inside the fridge looking out, with a bottle of orange juice in the foreground. Consumer Reports logo in the bottom right corner.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/04/data-src-image-340ff963-7f0a-44c6-9fd5-96f55ed73030.png)](https://www.cmoalliance.com/how-to-turn-your-brand-reputation-into-a-competitive-edge) The results were fascinating and humbling. The campaign worked brilliantly... with dads. Specifically, it resonated most with people 65 and older, driving a **30-40%** search lift from that demographic. We'd aimed for millennials and hit boomers instead. This taught us something crucial: in today's crowded, chaotic environment, trust alone isn't enough. **Utility** matters just as much. If you're not clearly communicating how your product can be used, it won't resonate or drive conversion. This is especially true for legacy brands in highly commoditized spaces – exactly where Consumer Reports sits. ## Four principles for reputation-driven marketing Based on these learnings, we developed four guiding principles for our next campaign: _This post is for paying subscribers only._ ### Omnisend eCommerce Marketing Report: Key insights URL: https://www.cmoalliance.com/omnisend-ecommerce-marketing-report-key-insights/ Last updated: 2026-04-24T12:28:04.000Z Omnisend, an eCommerce-focused email and SMS marketing platform, released its [2026 eCommerce Marketing Report](https://www.omnisend.com/resources/reports/2026-ecommerce-marketing-report/), revealing that shoppers in 2025 clicked less but bought more. Based on performance data from more than 150,000 brands, the report shows a measurable shift toward high-intent interactions across email, SMS, and push notifications. ### Omnisend’s eCommerce Marketing Report The report analyzed more than 27 billion emails, 321 million SMS messages, and 458 million push notifications sent through Omnisend in 2025. eCommerce order volume rose 98% year over year, but a small subset of brands captured the majority of that growth. **Key findings from the report include:** - The top 5% of brands accounted for 57% of total eCommerce order volume growth in 2025. - Email open rates rose to 30.7%, while click-to-conversion rates increased 53% year over year, from 5.9% to 9%. - Automated emails represented only 2% of sends but generated 30% of email-attributed revenue, earning 16 times more per send than scheduled campaigns. - Push automation conversion rates reached 22.9%. - SMS click rates more than doubled year-over-year. The report also found that Q4 performance, often viewed as the peak of customer engagement, saw a drop in click volume but a near doubling of average order value. Shoppers acted with more purpose and required fewer touches to convert. Among automation workflows, the highest-performing messages were abandoned cart, welcome, and back-in-stock emails. Birthday automations stood out for average order value, producing $744.37 per order, more than 4 times the platform average. [**The full 2026 eCommerce Marketing Report**](https://www.omnisend.com/resources/reports/2026-ecommerce-marketing-report/) --- **About Omnisend:** [Omnisend](https://your.omnisend.com/jRRXQe) is an email & SMS marketing platform with a suite of features made specifically to help ecommerce stores grow their online businesses faster. One-click integration with major ecommerce platforms, AI features, pre-made automation & email templates, and award-winning 24/7/365 live customer support make it easy for brands of any size to sell more—all without the exaggerated cost. Also, it's a super easy migration. Omnisend will help you to migrate from Klaviyo or other email marketing platforms easily and for free. Interested? Check it out [here](https://your.omnisend.com/jRRXQe). ### What if agentic lifecycle marketing could beat your ad spend? (It can) URL: https://www.cmoalliance.com/agentic-lifecycle-marketing/ Last updated: 2026-04-24T09:59:25.000Z **Paid acquisition works, and that's exactly why it gets the budget.** The targeting is sophisticated, it reaches customers at scale, and the feedback loop is fast. Traditional lifecycle marketing approaches can't say the same. Most teams are still running on segments, rules, and automation that were **never built to compete.** Alex Beresford (VP of Growth & Marketing at Taxfix) and Schaun Wheeler (Chief Scientist at Aampe) are going to show you what happens when that changes. They'll share real data from an agentic setup that outperformed years of lifecycle marketing orchestration in just a couple of weeks, with **double-digit percentage gains** and walk through why A/B testing, predictive models, and even LLMs fell short before they found something that worked. If you're spending more on acquisition than you'd like, or your personalization efforts still require manual intervention, this one's worth your time. ### **This session is for you if...** - You're defending the marketing lifecycle's budget against paid acquisition and need real data to make the case internally. - Your personalization tools still need your team to write the rules, manage the segments, and babysit the logic. - You keep getting asked to "use AI" but nobody's been specific about what actually moves the needle. - You want to help yourself and your team prepare for the next generation of marketing. ### **What you'll take away** - How agentic systems fundamentally differ from traditional marketing automation, and why that matters for your bottom line. - What continuous customer engagement looks like in practice, and how it differs from campaign-based thinking. - The changing role of marketing teams in an agentic world, and how to position for it. - How to evaluate whether your current infrastructure is ready and what to do if it isn't. [ Register my spot ](https://www.cmoalliance.com/what-if-agentic-lifecycle-marketing-could-beat-your-ad-spend-it-can/) --- ### **Your speakers** **Schaun Wheeler** Chief Scientist & Co-Founder,[ **Aampe**](https://aampe.com/?utm%5Fsource=cmo-alliance&utm%5Fmedium=landing-page&utm%5Fcampaign=wb138) Schaun leads the design of agentic systems that learn from customer behaviour and adapt decision-making in real time. A cognitive scientist by training, he has built data science teams across ad tech, education, and government. He brings a rare cross-disciplinary perspective to AI, combining deep technical expertise with a human-centred understanding of how intelligent systems learn, decide, and act. --- **Alex Beresford** Chief Growth Officer,[ **Taxfix**](https://taxfix.com/en-uk/?utm%5Fsource=cmo-alliance&utm%5Fmedium=landing-page&utm%5Fcampaign=wb138) Alex oversees brand, growth marketing, and revenue strategy at Taxfix, Europe's leading digital tax platform. A former growth consultant across mobile gaming, SaaS, and mobility, he previously held Growth & Partnerships roles at PayPal and Finiata. He drives an AI-native strategy for personalisation, creative production, and growth. --- **Register for free live & OnDemand access**. ### What CMOs must know about martech in 2026 URL: https://www.cmoalliance.com/what-cmos-must-know-about-martech/ Last updated: 2026-04-23T13:56:34.000Z > Over half of marketing leaders believe their tech stacks are incomplete – yet budget pressures and integration headaches are keeping the gaps open. Here's what the data says, and what to do about it. The [marketing technology](https://www.cmoalliance.com/the-cmos-guide-to-marketing-tech-stacks/) landscape has never been more complex – or more consequential. As [AI tools](https://www.cmoalliance.com/from-ai-tools-to-ai-operating-systems-how-cmos-must-rebuild-growth-engines/) multiply and economic pressures tighten, CMOs face a delicate balancing act: invest in the capabilities needed to compete, while squeezing maximum value out of the tools already in place. This year's [CMO Insights](https://www.cmoalliance.com/cmo-insights-report-2025/) data reveals a sector in transition, defined by divergent spending strategies, persistent stack gaps, and a growing demand for integration over innovation. ## The martech gap: most CMOs feel underequipped ****54%** of CMOs say key tools are missing from their stack ****54%** say current martech spending is insufficient – up 8pts year-on-year ****62%** cite lack of budget as the top barrier to filling gaps A slim but significant majority of CMOs (**54%**) believe their current martech stacks have meaningful gaps. That figure alone should prompt reflection, but the context makes it more striking: this sense of under-investment is rising. The share of CMOs who feel their spending is insufficient climbed eight percentage points from the previous year, suggesting the problem is getting worse, not better. > "The desire for a unified customer view — a true 360-degree perspective on behavior across all channels — is the defining unfulfilled need in marketing technology today." When asked to describe the nature of these gaps, CMOs consistently returned to the same themes: fragmented data, siloed systems, and the absence of a single, coherent view of the customer. The ambition for a unified data lake or integrated funnel system – one that consolidates touchpoints and eliminates the inefficiencies of stitching together disparate tools – remains largely aspirational for most organizations. ✍️ [****Take the 2026 CMO Insights survey**](https://www.cmoalliance.com/cmo-insights-report-survey-2026/)[****.**](https://www.cmoalliance.com/cmo-insights-report-survey-2026/) The more perspectives we gather, the more valuable this research becomes for the wider marketing community. ## What's blocking progress [Budget constraints](https://www.cmoalliance.com/where-are-marketing-budgets-being-spent/) are the most-cited barrier, but they tell only part of the story. Integration complexity is almost equally significant, and the two problems compound each other. Investing in a new tool that doesn't connect cleanly to existing systems doesn't just waste money; it creates more fragmentation. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/04/what-s-blocking-progress.png) The near-tie between budget and integration as barriers is telling. It signals that the problem isn't simply a lack of resources – it's a structural challenge. CMOs are increasingly aware that throwing money at point solutions rarely produces the integrated, insight-driven martech environment they need. The harder question is how to architect a stack that actually holds together. Some CMOs also pointed to non-technical gaps: a shortage of [SQL](https://www.cmoalliance.com/the-revenue-accelerators-marketing-qualified-leads-and-sales-qualified-leads/) proficiency on their teams, and a broader organizational struggle to communicate marketing's value in a language that resonates with the [CFO](https://www.cmoalliance.com/cmo-cfo-collaboration/). These are as much cultural and talent challenges as technology ones. ## The tools CMOs rely on most Despite the gaps, most organizations have built meaningful foundations. HubSpot and Google Analytics dominate as the most widely-used platforms, with Salesforce Marketing Cloud and SEMrush also commanding large user bases. The data reflects a market that has largely standardized on a core set of CRM, analytics, and advertising platforms. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/04/the-tools-CMOs-use.png) What's notable is what the list doesn't show: robust multi-channel attribution tools, AI-driven lead generation platforms, and fully-developed content management systems all surfaced as critical gaps in the qualitative responses. Many CMOs have the traffic and CRM data covered, but struggle with the connective tissue – the tools that tie attribution, content performance, and pipeline data into a coherent picture of [marketing ROI.](https://www.cmoalliance.com/why-measuring-marketing-roi-is-still-so-hard-and-what-actually-works/) ## A tale of two spending strategies Perhaps the most striking finding in this year's data is the dramatic divergence in martech spending between startups and more established organizations. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/04/spending-strategies.png) Startups have more than doubled their martech share – from 16% to 33% of marketing budgets – a surge almost certainly fueled by the explosion of affordable, AI-powered tools that promise to compress the gap between small teams and large ones. For a startup trying to scale quickly, the calculus is clear: automation and intelligence are cheaper than headcount. Enterprises and scale-ups, meanwhile, are pulling back. The retreat from 20% to 12% among enterprise organizations is a sign of maturity rather than disillusionment with technology. Having accumulated large, complex stacks over the years, many enterprise marketing teams are now focused on optimization rather than expansion. The question has shifted from "what tool should we add?" to "are we actually using what we have?" > "For enterprises, the ROI conversation has flipped: the biggest gains now come from consolidation and deeper use of existing platforms, not new procurement." ## What this means for CMOs in 2026 The data paints a clear picture of what the year ahead demands. For CMOs across all organization types, three priorities stand out. First, the integration imperative cannot be deferred. With 61% of CMOs citing integration failure as a barrier to investment, and the recurring desire for a unified customer view still unmet, the case for investing in integration infrastructure – whether that's a CDP, a data warehouse, or simply better API connectivity – has never been stronger. A stack of excellent but siloed tools will continue to underperform. Second, the measurement gap is a strategic liability. Without robust [attribution](https://www.cmoalliance.com/the-marketing-attribution-ebook/) and ROI tracking, marketing leaders will struggle to defend budgets in a cost-conscious environment. Closing this gap isn't just an operational improvement; it's a political necessity. CMOs who can clearly tie spend to pipeline will have more room to invest in the capabilities they need. Third, the people and skills dimension deserves more attention than it typically receives. Technology gaps are visible and easily quantified; skills gaps are harder to see but equally limiting. The CMOs who invest in elevating their team's data literacy – and in articulating marketing's value in financial terms – will be better positioned to capitalize on the tools they already have. The martech landscape of 2026 won't reward organizations with the longest list of tools. It will reward those who have built stacks that actually speak to each other, teams that know how to use them, and leaders who can demonstrate the returns. ### The CMO’s guide to marketing tech stacks URL: https://www.cmoalliance.com/the-cmos-guide-to-marketing-tech-stacks/ Last updated: 2026-04-23T13:57:21.000Z Modern marketing runs on technology. But building the stack that powers it – and keeping it running – is one of the most complex, costly, and continuous challenges a CMO faces. The process is rarely straightforward. You need to diagnose the right problems before reaching for a solution, vet tools against real business needs, and ensure everything connects cleanly – across your department and beyond. Then there's the human side: making sure your team can actually use what you've bought. And it never really ends. As your organization evolves, so does the pressure on your marketing function. The gaps tend to grow faster than you can fill them – [**61.9% of CMOs**](https://www.cmoalliance.com/the-growth-cmo-report-2024/) **believe their current stack already has holes in it**. How CMOs respond to that pressure varies wildly. Some chase the bleeding edge. Others swear by what's proven. Most are somewhere in between, improvising as they go. This guide cuts through the noise. Drawing on real CMO experience, it's a practical framework for thinking about – and building – a marketing tech stack that actually works. [What CMOs must know about martech in 202654% of CMOs have gaps in their martech stacks. See what’s blocking investment, where budgets are shifting, and what to prioritise in 2026.![](https://static.ghost.org/v5.0.0/images/link-icon.svg)CMO AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/What-CMOs-must-know---about-martech-in-2026-1.png)](https://www.cmoalliance.com/what-cmos-must-know-about-martech/) ## Martech stack vs. marketing ecosystem Before diving into stack planning, it helps to clarify two terms that often get used interchangeably but mean different things in practice. Your martech stack refers to the specific set of software tools your marketing team actively uses day to day, the platforms you log into, the systems that hold your data, and the applications that execute your campaigns. A marketing ecosystem, by contrast, encompasses a much broader network: it includes your stack but also extends to external partners, agency relationships, [media channels](https://www.cmoalliance.com/cmo-channel-strategies/), data providers, customer touchpoints, and the various third-party platforms where your brand shows up. Think of the stack as what you own and operate directly. The ecosystem is everything your marketing efforts touch, whether you control it or not. Your CRM is part of your stack. The social media platforms where you run paid campaigns are part of your ecosystem. Your marketing automation tool sits in your stack. The review sites where customers talk about your product belong to your ecosystem. This distinction matters because decisions about your stack should account for how those tools connect to the broader ecosystem. A CRM that cannot integrate with your advertising platforms creates friction in the ecosystem, even if it works perfectly as a standalone tool. Similarly, choosing a content management system without considering how it will feed content to [social channels](https://www.cmoalliance.com/your-guide-to-b2b-social-media-marketing/), [email platforms](https://www.cmoalliance.com/your-guide-to-b2b-email-marketing/), and partner sites means optimizing for the stack while ignoring ecosystem realities. | Dimension | Martech stack | Marketing ecosystem | | ---------------- | -------------------------------------------------- | ------------------------------------------------------------------------- | | Scope | Internal tools and platforms | All connected systems, channels, and partners | | Components | CRM, automation, analytics, CMS, attribution tools | Stack plus media platforms, agencies, data partners, customer touchpoints | | Ownership | Directly controlled by marketing or IT | Mix of owned, rented, and external | | Primary use case | Executing and measuring campaigns | Understanding the full environment where marketing operates | | Example | HubSpot, Google Analytics, Salesforce | Stack plus LinkedIn Ads, agency partners, review sites, retail channels | When you approach stack decisions with ecosystem awareness, you make choices that scale better and create fewer integration headaches down the road. The goal is a stack that serves your team's immediate needs while fitting smoothly into the larger system of relationships and channels that define modern marketing. ## How to build a martech stack from scratch: A step-by-step framework Building a martech stack from scratch means assembling the interconnected tools and platforms your marketing team needs to execute, measure, and optimize campaigns, starting not with software selection but with a clear understanding of what you're trying to achieve and how your customers move through their journey with your brand. The process works best when you follow a deliberate sequence rather than reacting to vendor pitches or chasing the latest tool announcements. As John Manley, CMO at a professional services firm, advises: "First, align business goals and marketing technology upfront, with the leaders of your organization." That alignment prevents the common trap of building a stack that impresses on paper but fails to support actual business outcomes. Start by documenting your core business objectives and the specific marketing outcomes that support them. Revenue targets, [customer acquisition costs](https://www.cmoalliance.com/a-beginners-guide-to-customer-acquisition/), retention goals, and brand awareness metrics should all inform what your stack needs to do. Next, map your [customer journey](https://www.cmoalliance.com/customer-journey-template-framework/) in detail, identifying every touchpoint where technology could improve the experience or capture valuable data. This mapping reveals the functional gaps your stack must fill. [Customer journey map framework | DownloadThe customer journey map helps marketers and customer success professionals visualize and optimize the entire customer experience.![](https://static.ghost.org/v5.0.0/images/link-icon.svg)CMO AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Marketing_Template_Framework_Tiles--600-x-315-px---1-.png)](https://www.cmoalliance.com/customer-journey-map-template-framework/) From there, define your must-have functions, which typically include CRM, marketing automation, analytics, content management, and some form of attribution or reporting. Evaluate tools against selection criteria that go beyond features: consider integration capabilities, total cost of ownership, vendor stability, and how well the tool fits your team's actual skill level. Integration requirements deserve particular attention because a stack that cannot share data across tools creates more problems than it solves. Assign clear ownership for each tool, whether that sits with marketing operations, a specific team lead, or a shared services function. Plan your rollout in phases rather than attempting a simultaneous launch of everything, and establish a review cadence from day one. > Manley emphasizes the importance of tying every tool to performance: "We've put together a performance matrix that identifies how we're doing in LinkedIn, Google, Semrush, and Google Analytics to ensure that what effort we're putting into it has some kind of outcome." For a lean team building their first stack, a practical path might look like this: start with a CRM that handles contact management and basic pipeline tracking, add an email platform with automation capabilities, connect a web analytics tool, and layer in a simple project management system for campaign coordination. Expand from there only when you have clear evidence that a new tool will address a specific bottleneck or opportunity. ## What tools should you be prioritizing in a marketing tech stack? ### Core components of a modern martech stack A modern martech stack is built from functional layers, each serving a distinct role in how your team attracts, engages, converts, and retains customers. Understanding these components helps you evaluate whether your current stack has gaps and where new investments might deliver the most value. The foundational layer for most marketing organizations is the CRM, which serves as the central record of customer and prospect relationships. Everything from lead scoring to sales handoffs depends on having reliable, accessible data in this system. Closely connected is marketing automation, the platform that handles email sequences, lead nurturing workflows, and campaign orchestration at scale. Analytics and business intelligence tools form another essential layer. These range from web analytics platforms like Google Analytics to more sophisticated BI tools that pull data from multiple sources and surface insights your team can act on. > As Liz Franzani, a marketing technology leader, notes: "Customer data platforms connect platforms and data sources with that precious first-party data, allowing you to stitch together and create that three hundred sixty degree view of your customers." CDPs have gained significant traction in recent years precisely because they solve the problem of fragmented customer data. [Content management systems](https://www.cmoalliance.com/an-introduction-to-headless-content-management-system-cms/) handle the creation, storage, and delivery of your digital content, but modern stacks increasingly add adjacent layers. Franzani highlights the growing importance of digital asset management and content marketing platforms: > "By having a DAM and a CMP, what you start to do is take those digital assets and content as assets and put it in a place that can serve omnichannel where website is just one of those channels." Attribution and reporting tools help you understand which efforts drive results, connecting marketing activities to revenue outcomes. Experimentation platforms enable A/B testing and optimization across channels. [Collaboration](https://www.cmoalliance.com/using-ai-to-foster-collaboration-with-julia-goebel-cmo-at-komodo-health/) and project management systems keep campaigns on track and teams aligned. And integration middleware, whether that is a dedicated iPaaS solution or native connectors, ensures data flows between all these systems without manual intervention. Not every team needs every category at the same level of maturity. A startup might run effectively with a CRM, basic automation, and web analytics, while an enterprise organization requires the full spectrum. The key is understanding what each component does so you can make informed decisions about where to invest as your needs evolve. ## Marketing tech stacks for remote teams While remote teams will largely utilize similar tech stacks when it comes to actual marketing, from an operational perspective, there are a few things you should make your absolute priority in order for your team to be able to function well in different locations. According to experts on managing remote teams, project management systems and asynchronous collaboration tools are an absolute must, along with reporting systems that feedback clear data to you. Liam Martin, CMO and co-founder of Time Doctor: > "If you were just starting from zero, I'm hopeful that if you're a CMO right now, you have some type of project management system in place, that would probably be the base level one. Some form of communication, both synchronous and asynchronous, so that would be something like email or Slack, which would be more asynchronous, and something like Zoom would be synchronous. That's about it." Maria Jose Parel, CMO of IVFLife: > “Project Management tools are essential to keep track of all projects and important communications. Furthermore, a solid reporting system is also required to assess the results developed by your actions and helps you make more confident decisions based on how the campaigns are performing.“ > > And of course, a good video call system and internet connection help avoid frustration during meetings.” ## Understanding and using your marketing tech stack The amount of firsthand experience and knowledge you’ll need for your marketing tech stack will largely depend on the size of the organization you’re the CMO for. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/04/Drew-Neisser.png) CMOs in early-stage companies and start-ups will likely be building their tech stacks for their own use, as they often have to perform all or most of the organization’s marketing activities. As your team grows, your tech stack will develop more to suit the needs of the people you manage, and you’ll make less and less direct use of your marketing tech stack. Instead, you’ll be delegating those duties to leads for different types of marketing. You’ll rely on their feedback on what parts of the tech stack are working and what aren’t, and their advice will be extremely important when it comes to finding new tools to integrate and improve the tech stack. But how much does a CMO need to really understand how to use the tech stack in those kinds of situations? In early-stage companies, CMOs will likely know their tech stack inside and out and be the foremost expert on all the components. Even in small teams, you’ll often be the expert your team turns to when they need help with one of the tools, and you’ll be able to jump in and help where necessary across all the various parts of your tech stack. But as your tech stack and team grow, you’ll likely lose the practical, working knowledge of many parts of your tech stack, and there will be experts in your team who’ll be the first port of call for advice and help. However, that doesn’t mean you can just wash your hands of knowing how your tech stack functions. As Ionut Danifeld explains: > “As the CMO, you need to have a certain understanding of why it is working, why we should use it. It's an understanding of the tool components from a perspective of a helicopter's point of view. But you really need to learn to delegate. > “For example, I'd like to consider myself an email marketing expert, but the person in my marketing team who is handling day-to-day email marketing is much more of an expert than me.” Keeping up to date on what your tech stack components do can be very important when it comes to navigating the C-Suite. You’ll often be required to justify the costs of various components and explain their value to other members of the leadership team, like the CEO and [CFO](https://www.cmoalliance.com/cmo-cfo-collaboration/). Being unable to do so could reduce your ability to add further components or replace ones that aren’t working, as you can’t justify the money being spent on the tools you have. For example, in the case of tech stack components involved with data capture and analysis, you might not know exactly how to work the interfaces, but you’ll need to know how these components capture data (especially important with increasing data privacy laws), how that data is being interpreted, and what the results mean for your organization. Dan Frohnen, CMO of Upkeep.com expands on why this is important: > “So I think ultimately, a CMO needs to care about the marketing stack and to make sure that what is going into the database is being treated appropriately. > “It's not every single component; it's really just making sure that the core is in place, and then leave it to the professionals to run their business on the RevOps and marketing ops side. But at least, in my opinion, a good CMO that does need to focus on growth is going to go in and validate if there's anything that needs to be there that's not there, and have the support from the CMO to go and get it. > “Because I think one of the things that every CMO needs is data and lots of it to make informed decisions. That's what a tech stack does: it actually flows the data correctly, gives you the insights you need to run the business as effectively as possible.” ## A simple martech stack template for small businesses Small businesses and early-stage companies face a particular challenge when building their martech stack: they need enough capability to compete effectively but cannot afford the complexity, cost, or learning curve that enterprise tools demand. The solution is a focused template that covers essential functions without creating operational overhead. > As John Manley, CMO at a professional services firm, explains when describing his approach to equipping non-specialist teams: "We had to create a suite of tools or at least identify a suite of tools and curate them together that they can use to give them some of the abilities they need." That curation mindset, choosing tools that work well together and remain accessible to people who are not full-time marketers, is the key to a successful small business stack. The template below organizes tools by function and indicates whether each category is essential from day one, optional depending on your business model, or something to add as you grow. ### Essential from day one: **CRM:** A system to track contacts, deals, and customer interactions. Many small businesses start with HubSpot's free tier or a lightweight option like Pipedrive. **Email and basic automation:** The ability to send campaigns and set up simple automated sequences. Mailchimp, ConvertKit, or the email features built into your CRM often suffice. **Web analytics:** Google Analytics remains the standard for understanding traffic and behavior on your site. **Content management:** A CMS for your website, whether that is WordPress, Webflow, or a similar platform. ### Optional depending on model: **Social scheduling:** Tools like Buffer or Later help if social media is a significant channel for you. [**SEO**](https://www.cmoalliance.com/seo-2-0-how-to-adapt-to-the-future-of-search/) **tools:** A basic subscription to Semrush, Ahrefs, or even free tools like Ubersuggest can guide content decisions. ### Growth-stage additions: **Dedicated reporting and dashboards:** As your data sources multiply, a tool like Databox or Google Looker Studio helps consolidate insights. **Collaboration and project management:** Notion, Asana, or Monday become more valuable as your team grows beyond one or two people. When selecting tools, prioritize those with strong native integrations so data flows between systems without requiring custom development. A CRM that connects directly to your email platform and analytics tool will save you hours of manual work and reduce the risk of data silos. Simplicity and ease of adoption matter more than feature breadth at this stage, because a tool your team actually uses consistently will always outperform a powerful platform that sits idle. ## Assessing your tech stack choices Once you’ve added something to your tech stack, you’ll need to assess how effective it is in helping you towards your primary objectives. You might want to set a timeline, with clear KPIs, to establish whether the new component is having a positive impact. If it is, that’s great! If not, your first instinct might be to drop the component completely. However, doing so might be a little too hasty without first investigating why the component isn’t having the desired effect. After all, many martech solutions have pricing models that mean you might have paid for an entire year of use, meaning you could be wasting money if you haven’t been using it for that long. It’s far more cost-effective to find out exactly what’s going wrong. Speak to your team about how they’re using the tool. It could be they’re not using it properly, missing key features, or even not using it altogether because they don’t understand it. That’s where training comes in for your team to properly use their tools. Many martech vendors provide detailed training programs, whether it’s various training materials on their websites, or even having a member of their accounts or customer success team actually run demos for you and your team. This approach proved fruitful for Ionut Danifeld, but at the same time, he makes it clear that you can’t force your team to use tools they aren’t comfortable with: > “We were investing so much money in all these tools, and we realized that some people were not actually using them. Something I've been saying all the time, a tool is going to show the return on investment at the moment people are going to use it. > “We set up meetings with leaders of the departments, and I had the conversation with the account managers of that specific tool, and I told them, ‘Hey, this person is from, let's say, customer support, here are their challenges. Show them case studies of other companies, how they're using it. Make it as easy as possible, and make them understand that it's actually going to save them time’. > “I think that was something that really worked to actually make them understand that, okay, this tool is not to complicate your life, but it's actually going to help you and make your job much easier. That worked, but it was a process. > “It was solid months, I think half a year. And we actually ditched some tools down the way. Tools were great, in my opinion, but the response was not there, and we had to close them down.” ### Common martech integration challenges and how to solve them Integration problems are among the most persistent headaches in martech, and they tend to compound over time. A stack that works well when you have three tools can become a tangled mess when you have fifteen, with data living in silos, records duplicating across systems, and attribution models that cannot agree on what actually drove a conversion. The most common challenges fall into predictable categories. Siloed data occurs when tools cannot share information, leaving your CRM unaware of website behavior or your analytics platform blind to email engagement. Duplicate records emerge when the same contact exists in multiple systems with slightly different information, creating confusion about who your customers actually are and what they have done. Inconsistent attribution happens when different tools use different models, making it nearly impossible to understand which channels deserve credit for results. Poor sync frequency means data that is hours or days out of date, which undermines any attempt at real-time personalization or timely follow-up. Weak ownership leaves integrations unmaintained, with no one responsible for monitoring whether data is flowing correctly. And over-customization creates brittle connections that break whenever a vendor updates their API. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/04/John-Manley--1-.png) > As John Manley, GVP of Strategy at a professional services firm, observes when discussing transformation readiness: "Evaluate whether your company structure, your culture, and your tech stack are ready for this transformation." That readiness assessment should include honest questions about who will own integrations and how you will manage change as tools evolve. Solutions depend on the severity of the problem. For straightforward connections between major platforms, native integrations are often sufficient and require minimal maintenance. When you need to connect multiple tools or handle complex data transformations, middleware solutions like Zapier, Workato, or a dedicated iPaaS platform become necessary. Larger organizations may need RevOps or IT support to build and maintain custom integrations, particularly when data security and compliance requirements add complexity. Before purchasing any new tool, run through a quick integration checklist: - Does it offer native connectors to your existing stack? - What data can it send and receive? - How frequently does it sync? - Who will own the integration after implementation? - What happens to your data if you decide to switch vendors? Answering these questions upfront prevents the integration debt that accumulates when tools are purchased without considering how they fit into the broader system. ## Advanced marketing tech stacks: AI applications and machine learning With the ever-increasing prominence of AI in martech, you’ll likely be required to investigate these kinds of solutions and their applicability for your organization. AI can benefit just about every facet of marketing, but it can’t just function on its own. You need to be able to feed the applications the right amount of quality data to get the most from them (making them likely to be an inefficient purchase for very early-stage companies that are yet to build up access to extensive data streams). Furthermore, as powerful as AI can be, it still requires a human element, as the insights provided are simply that, insights. It’s often down to actual people to put that knowledge into practice. But with the right processes in place, and properly integrated into your tech stack, AI can be a powerful tool. Take this example from Randy Frisch, CMO of Uberflip, who shares how AI could enhance how you position and distribute your content: > “We can either be very manual and very thoughtful about the content that we want to put in front of someone, or we can start to leverage AI. > “AI functionality can allow us to match those tags against things like intent. So, suppose you're using a platform like DemandBase, you can actually say, what is this account trending on from a search perspective? What content do I have that matches and actually delivers contextual content in the moment? There are two different extremes there. I would argue that, for people who are trying to do one-to-one ABM, you want a team to be very thoughtful in going through the content that's been tagged and audited. > “But a lot of us are getting into ABM, which is more built into our general approach to demand generation. And with that, we're going to leverage AI and actually be able to do this at true scale.” Speaking of DemandBase, their CMO, Jon Miller, explained how AI and machine learning can be used for creating account intelligence reports and matching potential accounts to your ideal buyer persona to make your ABM activities more effective: > “Use all your first-party data, the data that you know about the account, from your CRM, from your marketing automation on your website, etc, then combine that with quality, accurate, third-party data. > “Another factor is intent data. A quick definition: third-party intent data is where you're able to monitor what content an account is reading out on the open web, and use that search to find patterns of what topics they are interested in, when they’re searching, and when they’re expressing new interest. > “It's privacy-compliant because you're not tracking individual people, you're just really trying to map to the account level and say, “hey, this account tends to be interested in this kind of stuff.” Intent data helps you with counterintelligence in two ways. One, if an account is reading about cybersecurity, then that tells you something about what they might be interested in. It also suggests language you might use when talking to them. > “And then, as I alluded to, if you see a spike or a trend in research around cybersecurity, for example, that might be a sign that they're entering into the QA stage, and it's time to reach out. > “A third type of account intelligence is just their firmographics: the company information. The industry that they're in tells you a lot about what business challenges they might be facing. I guess I'll wrap this with a category that we've become really interested in, which is technographics or install-based technologies. This is relevant for other technology companies as well. In many cases, knowing the other pieces of technology that an account has installed is one of the most important indicators that tells you if that's a good fit for you. > “Another thing that technographics can be really good for is that you can start to find patterns. Companies actually follow predictable patterns in how they buy technology. If you know they bought this technology, and then technology B, there’s a pretty good chance six months from now they're going to be looking at technology C.” Both of these examples show the power of AI and its limitations. It can quickly and responsively provide effective insights on your audience, position content on your site to suit their needs, and even make suggestions on the best course of action. But what it can’t do is do your marketing for you. Someone is still going to have to create the content’s positioning. Someone is still going to have to create ABM strategies based on the insights provided. Always remember when it comes to AI applications in your marketing tech stack: AI should be a tool for your team, not a crutch. ## Is managing tech stacks your entire job as a CMO? At this point, it’s starting to look like your entire job as a CMO is building and training your team to use your tech stack. Not true! Focusing too much on tech stacks while ignoring marketing fundamentals can lead you to having a marketing department with lots of fancy bells and whistles, but not much substance. As Drew Neisser, CEO and founder of Renegade Marketing, and founder of CMO Huddles, explained in his appearance on our [CMO Convo podcast](https://www.cmoalliance.com/bye-bye-to-boring-b2b-branding-drew-neisser-cmo-convo/): > “Every time you buy marketing technology, you have to add two to three people to use it, but companies don't. If you don't add the people, you're adding technology. Some cases are exceptions to that, where they actually do bring more efficiencies. > “A lot of times, any marketing automation technology requires people to interpret, to put in the content, to analyze it. So, what happens is, you have these massive tech stacks, unsupported by people draining the budget, and lots and lots of data. You're still trying to figure out what's happening here. > “Again, I think there are ways to radically simplify. I don't have a problem with marketing technology. In fact, I think it's amazing. But I think if every CMO did an audit, they could probably reduce their stack by 10 to 20%, have no impact on their marketing effectiveness, and have a huge impact on the bottom line. And they help their employees because the employees who are working in the marketing automation area are dying because they didn't hire enough people. > “You've got overstressed people who are in high demand. Those people are going to leave if they haven't left already, because they can get a $30,000 raise tomorrow, because they're understaffed against the technology that you bought. When you automate tech, you really start to get some budget back that you can actually use for something like media or content, which is marketing. > “Martech isn't marketing. It is a way of helping you facilitate or measure marketing, but it's not marketing.” So keep that in mind, martech is there to support your team, not do your marketing for you. ### CMO Summit Silicon Valley, April 2026 URL: https://www.cmoalliance.com/cmo-summit-silicon-valley-april-2026-2/ Last updated: 2026-04-22T16:17:28.000Z _This post is for paying subscribers only._ ### What world-class B2B marketing leadership looks like today URL: https://www.cmoalliance.com/what-world-class-b2b-marketing-leadership-looks-like-today/ Last updated: 2026-04-22T12:01:00.000Z The role of the CMO has shifted more in the last five years than most organizations are willing to admit. You can see the disconnect in how companies talk about marketing versus what they actually need from it. On paper, marketing is still expected to generate pipeline, support sales, and build brand awareness. In practice, those outputs alone aren’t enough to [sustain growth](https://www.cmoalliance.com/11-growth-strategies-you-can-apply-to-your-business/), especially in markets where competition is tighter, buyers are more informed, and product differentiation is harder to maintain. What’s really happening is this: growth challenges that used to be solved with better campaigns are now rooted in how the entire [go-to-market motion](https://www.productmarketingalliance.com/your-guide-to-go-to-market-strategies/) is designed. And when that system is misaligned, no amount of incremental marketing optimization is going to fix it. That’s where the modern CMO operates. ## The CMO as a GTM architect At a certain point, you realize most “marketing problems” don’t originate in marketing. It might be [positioning](https://www.cmoalliance.com/more-than-just-talking-messaging-and-positioning/) that doesn’t quite reflect how buyers think about the problem. Or a sales motion that’s disconnected from how demand is actually created. Or a product experience that doesn’t reinforce the story being told in-market. Over time, these gaps compound. Marketing works harder to compensate, and the system becomes increasingly inefficient. I’ve seen the opposite play out as well, and it’s a completely different dynamic. When marketing forms [tight partnerships with sales](https://www.cmoalliance.com/proactive-approach-sales-marketing-alignment/), customer success, and product, the entire system starts to click. The customer journey feels seamless. Internal teams operate from the same playbook. Feedback loops tighten in a way that actually improves the product, which then improves the user experience, which then feeds growth. World-class CMOs lean into that responsibility. They think in terms of how the system works end to end, and they take ownership of making sure it does. [!["World-class CMOs think in terms of how the system works end to end, and they take ownership of making sure it does." – Benjamin Brown](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/04/World-class-CMOs-----Ben-Brown.png)](https://www.cmoalliance.com/what-world-class-b2b-marketing-leadership-looks-like-today) ## Positioning as a living system [Positioning](https://www.cmoalliance.com/product-positioning-template-framework/) is one of those areas where small misalignments create outsized impact. When it’s slightly off, you don’t always notice immediately. Pipeline still gets created. Deals still close. But there’s friction everywhere. Conversations take longer than they should. Buyers hesitate in ways that are hard to diagnose. Pricing becomes a negotiation rather than a reflection of value. I’ve spent a good part of my career helping organizations reposition around “bet the company” AI products. High stakes, high scrutiny, and very little room for error. What stands out every time is how tight the line is, and that balance is the foundation for everything else. You’re not just telling a story to prospects. You’re aligning customers, users, employees, executives, and the broader market around a new narrative at the same time. Push too far in one direction, and you lose credibility. Stay too close to the old story, and nothing changes. Most teams treat positioning as a messaging exercise. Something you define, document, and roll out. The best teams treat it as a dynamic system tied directly to revenue performance. They stay close to the source: - Actual conversations with prospects, customers, and team members - Real customer behavior, not just survey responses - The language buyers naturally use when they describe their problems And they revisit it more often than feels comfortable, because the narrative keeps evolving. When positioning is right, you feel it everywhere. When it’s not, you feel that too. [!["When positioning is right, you feel it everywhere. When it’s not, you feel that too." – Benjamin Brown](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/04/Positioning-----Ben-Brown.png)](https://www.cmoalliance.com/what-world-class-b2b-marketing-leadership-looks-like-today) ## The shift to revenue engines Sadly, ‘brand’ is effectively a four-letter word in the SaaS world, and the traditional [demand generation](https://www.cmoalliance.com/demand-gen-vs-lead-gen-difference/) model was built for a different buying environment. It assumed a relatively linear journey: generate leads, qualify them, pass them to sales, and convert. That model breaks down when buying committees expand, when research happens before any form is filled, and when customers expect meaningful value long before they engage with a salesperson. World-class CMOs build revenue engines that account for the full lifecycle. They connect product-led entry points with sales-led expansion. They focus on [account-based efforts](https://www.cmoalliance.com/your-guide-to-abm/) where the opportunity justifies it. They invest in lifecycle marketing that doesn’t stop at acquisition, but continues through adoption, expansion, and retention. And they measure everything that can (realistically) be measured. Pipeline volume becomes less interesting on its own. What matters more is the quality of that pipeline, how quickly it moves, and what happens after the deal closes. Revenue durability becomes the real signal. This requires tighter alignment across functions, but it also creates a more resilient growth model. One that isn’t dependent on constantly feeding the top of the funnel just to maintain momentum. ## Execution as the true differentiator The best marketing organizations feel different. There’s a level of clarity in how work gets done that allows teams to move quickly without creating chaos. Roles are well-defined. Processes are repeatable where they need to be, and flexible where they should be. Feedback from sales and product flows naturally into marketing decisions, rather than getting lost or delayed. There’s also a level of pragmatism around measurement. Attribution is never going to be perfect. Trying to force precision where it doesn’t exist often leads to worse decisions, not better ones. Instead, strong teams build directional signal – enough to understand what’s working, where to invest, and when to adjust. Over time, that discipline compounds. Execution becomes a competitive advantage in itself. [!["Attribution is never going to be perfect. Trying to force precision where it doesn't exist often leads to worse decisions, not better ones." – Attribution is never going to be perfect. Trying to force precision where it doesn't exist often leads to worse decisions, not better ones.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/04/Attribution-----Ben-Brown.png)](https://www.cmoalliance.com/what-world-class-b2b-marketing-leadership-looks-like-today) ## AI as an accelerator, not a substitute I’ve gone deep here with my own team. [We’ve built out an entire set of AI agents](https://www.cmoalliance.com/11-ai-agents-changing-the-game-for-marketing-teams) that touch just about every part of the marketing function. Content, research, internal workflows, and even early-stage analysis. The impact has been real. We’re moving faster. We’re covering more ground. We’re amplifying what the team can do. But it’s important to be clear about what it hasn’t done. It hasn’t 10x’d our pipeline. It hasn’t magically multiplied productivity to some extreme level where humans are no longer needed. That’s not because the technology isn’t good – some of these agents are incredibly advanced, but they still require human judgment at critical moments. They need someone to step in and shape the message, make a call, or add the layer of nuance that makes something actually resonate. That [human layer](https://www.cmoalliance.com/balancing-ai-and-human-creativity-in-modern-marketing/) is the difference between something that technically works and something that lands. [!["AI agents still require human judgment at critical moments. They need someone to step in and shape the message, make a call, or add the layer of nuance that makes something resonate." – Benjamin Brown](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/04/AI-and-human-judgement-----Ben-Brown.png)](https://www.cmoalliance.com/what-world-class-b2b-marketing-leadership-looks-like-today) Where I’ve found this matters most is with leadership alignment. There’s a real temptation to overestimate what AI can deliver in the short term. Setting expectations early and grounding them in how the system actually works makes a huge difference. ## Setting expectations at the executive level One of the more subtle, but critical, parts of the CMO role is [expectation management with GTM leaders, CEOs, and boards](https://www.cmoalliance.com/aligning-gtm-teams-and-the-c-suite-in-the-ai-era/). I found myself right in the middle of this at a past venture. The CEO asked the marketing team to lead a full company rebrand while also launching our biggest product to date, all on top of the day-to-day work required to keep growth on track. On paper, all of it made sense. In reality, it was a collision of priorities. The way through it wasn’t pushing back in isolation. It was creating alignment. I got him in the room with the team. We mapped out what the work actually looked like, where the constraints were, and what realistic timelines and outcomes would be if we wanted to do all of this well. That conversation changed everything. It gave us the space to reset expectations, align on tradeoffs, and ultimately push timelines in a way that protected both the work and the business. That dynamic shows up more often than people think. It’s there when long-term brand investments are expected to produce immediate pipeline. When growth is assumed to be linear in unpredictable markets. When marketing is asked to compensate for deeper issues in product or sales. And increasingly, when AI is expected to unlock exponential gains overnight. World-class CMOs don’t let these expectations sit unchallenged. They translate marketing into the language of the business. They clarify what outcomes are realistic, what timelines are required, and where tradeoffs exist between speed, quality, and scale. [!["World-class CMOs don't let these expectations sit unchallenged. They translate marketing into the language of the business. They clarify what outcomes are realistic, what timelines are required, and where tradeoffs exist." – Benjamin Brown](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/04/Expectations-----Ben-Brown.png)](https://www.cmoalliance.com/what-world-class-b2b-marketing-leadership-looks-like-today) ## Building teams that can sustain performance None of this works without the right team behind it. And building that team is less about filling roles and more about creating an environment where strong operators can perform at a high level. That starts with clarity. Clear ownership, clear priorities, and a clear understanding of what success looks like. It continues with a deliberate effort to reduce unnecessary complexity, so teams can focus on the work that actually moves the needle. One of the simplest – and most overlooked – ways to [build a strong team](https://www.cmoalliance.com/how-cmos-should-get-their-teams-ready-for-growth/) starts before someone even joins. The candidate experience matters more than most teams realize. I make a point to stay directly involved with top candidates throughout the interview process, and work closely with HR to keep things moving efficiently. There’s rarely a good reason for an interview process to stretch beyond three weeks once you’ve identified the right talent. If that’s a hot take, I’m always open to further conversation here. [!["There’s rarely a good reason for an interview process to stretch beyond three weeks once you’ve identified the right talent." – Benjamin Brown](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/04/Hiring-----Ben-Brown.png)](https://www.cmoalliance.com/what-world-class-b2b-marketing-leadership-looks-like-today) Beyond [hiring](https://www.cmoalliance.com/7-diversity-recruiting-best-practices-for-cmos/), it comes down to developing leadership within the team. As companies grow, the limiting factor is rarely output. It’s the ability to scale decision-making, accountability, and strategic thinking across more people. CMOs who invest in this early create organizations that can sustain performance as the business evolves. ## Piecing it together The role of the CMO is no longer centered on producing more marketing. It’s about building a system that allows the company to grow in a consistent, scalable way. A system where positioning reflects real buyer understanding. Where demand generation connects to revenue outcomes. Where execution is disciplined but adaptable, and where new technologies like AI enhance – rather than distract from – what actually matters. The best CMOs aren’t the ones doing more. They’re the ones designing systems that make everything else work better. ### 11 AI agents that are changing the game for marketing teams URL: https://www.cmoalliance.com/11-ai-agents-changing-the-game-for-marketing-teams/ Last updated: 2026-04-15T12:00:58.000Z There’s no shortage of [AI in marketing](https://www.cmoalliance.com/people-first-ai-forward-where-were-headed-in-2026/) right now. Every team is experimenting. Every vendor is shipping new capabilities. Every roadmap has “AI” threaded through it somewhere. And yet, when you step back and look at how most marketing organizations actually operate, the change is incremental at best. Execution is faster, and output is higher, but the team’s operating model remains unchanged. This creates a disconnect between the [power of AI](https://www.cmoalliance.com/unlocking-the-power-of-ai-revolutionizing-marketing-strategies-for-success-2/) and its ability to actually amplify the effectiveness of the people using it. The marketing teams that are winning with AI use it to make decisions, process market signals, and translate insight into execution. Yes, efficiency is important, but impact is the top priority here. Naturally, [AI agents](https://www.cmoalliance.com/ai-agents-the-shift-from-done-by-you-to-done-for-you/?%5Fgl=1%2Absutxy%2A%5Fup%2AMQ..%2A%5Fga%2AMTg4NzEyMDk4NS4xNzc2MDY4Nzg0%2A%5Fga%5FFPDG6YCT5K%2AczE3NzYwNjg3ODQkbzEkZzAkdDE3NzYwNjg3ODQkajYwJGwwJGgw) are integral to elevating that impact. And with agents becoming easier to create, connect, and iterate, the sheer volume of possibilities makes it tough to even decide where to start. Here’s a shortlist of AI agents that are changing the game for high-performing marketing teams. [![A graphic showing 11 AI agents for high-performing marketing teams, organised into four categories in a row layout on a dark red gradient background. The categories are: Product Marketing (market and buyer truth agent, launch orchestration agent, sales and customer enablement agent), Content (market intelligence analysis agent, SEO and AI visibility agent, editorial director agent, distribution and repurposing agent), Demand Generation (campaign performance analysis agent, channel intelligence agent), and Brand & Creative (creative brief architect agent, brand measurement agent). Category labels appear in yellow cards on the left, with agent names in white cards to the right.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/04/11-ai-agents-for-marketing-teams.png)](https://www.cmoalliance.com/11-ai-agents-changing-the-game-for-marketing-teams) ## Product marketing agents: Turning market signals into strategic action [Product marketing](https://www.productmarketingalliance.com/what-is-product-marketing/) connects what you build with how the market understands it. The challenge is that most organizations operate with incomplete or outdated views of buyer behavior. AI agents change that by continuously feeding real-world signals into the strategy. ### Market and buyer truth agent This agent directly impacts conversion rates, sales alignment, and overall GTM effectiveness. It replaces internal assumptions with real buyer behavior. For CMOs, this is one of the highest-leverage investments across the entire marketing function. **Core responsibilities:** - Analyze sales calls, CRM data, and win/loss reports at scale - Identify buying triggers, objections, and decision criteria - Surface patterns in how buyers describe problems and evaluate solutions - Continuously update messaging inputs based on real-world data **Real-world use cases:** - A company shifts messaging from “cost savings” to “speed and confidence in decision-making,” leading to higher mid-funnel conversion - Sales and marketing align around a unified understanding of buyer priorities, improving consistency across touchpoints - Product teams incorporate buyer insights into roadmap prioritization ### Launch orchestration agent This agent makes product launches significantly smoother and sets them up for a way bigger and longer-lasting splash. For leadership teams, it reduces operational friction and improves predictability. **Core responsibilities:** - Translate launch strategy into detailed execution plans - Map dependencies across marketing, product, and sales - Define timelines, ownership, and deliverables - Monitor progress and identify risks early **Real-world use cases:** - A product launch plan is executed with reduced planning time and fewer last-minute issues - Cross-functional teams operate from a single source of truth, improving alignment and accountability - Marketing leaders gain visibility into execution gaps before they impact launch outcomes ### Sales and customer enablement agent This agent connects marketing output directly to revenue impact. It ensures that insights from customer interactions are reflected in messaging and enablement. When deployed correctly, these agents redefine GTM by strengthening the feedback loop between marketing, sales, and customer success. **Core responsibilities:** - Analyze customer conversations for recurring objections and questions - Generate talk tracks, follow-up messaging, and enablement assets - Identify gaps between marketing messaging and sales reality - Standardize responses to common friction points **Real-world use cases:** - A recurring objection around implementation complexity is addressed with consistent messaging, improving close rates - Sales teams adopt standardized follow-up frameworks, reducing variability in performance - Customer success teams use aligned messaging to improve onboarding and retention ## Content agents: Turning content into a competitive intelligence system [Content](https://www.cmoalliance.com/how-content-drives-your-growth-marketing-strategy/) sits at the intersection of brand, demand, and product marketing. It’s how your company shows up in the market. But in most organizations, content is still treated as a production function. Calendars drive output. Channels dictate format. Performance is measured in isolation. AI agents change that dynamic, connecting content to market intelligence. ### Market intelligence analysis agent This agent directly impacts positioning, narrative strategy, and competitive differentiation. It enables marketing to move from reactive messaging to proactive category shaping. Instead of relying on periodic research or anecdotal feedback, this agent creates a continuous view of how the market is evolving and where your company can win. **Core responsibilities:** - Aggregate competitor messaging, campaign shifts, and positioning changes - Analyze buyer conversations across sales calls, CRM notes, and community channels - Identify emerging themes, language patterns, and unmet needs - Surface strategic opportunities for differentiation and narrative ownership **Real-world use cases:** - A B2B SaaS company identifies a shift in buyer language from “automation” toward “control and auditability,” leading to a repositioning that resonates with enterprise buyers - A global marketing team detects early signals of a new category narrative and builds thought leadership before competitors react - Product marketing uses insights from this agent to refine messaging ahead of a major launch, increasing relevance in initial market reception ### SEO and AI visibility agent This agent impacts inbound pipeline quality and long-term discoverability. As search behavior evolves, the AI search game (AEO and GEO) is becoming increasingly important. While legacy tools have been helpful, creating an agent custom-tailored to your brand and ICP will go a long way. Notably, a big shift here is from traffic volume to traffic quality. **Core responsibilities:** - Identify high-value keyword and topic clusters across traditional and AI-driven search - Evaluate content for structure, clarity, and “answer readiness” - Recommend improvements for semantic depth, internal linking, and topic authority - Track visibility across both search engines and AI platforms **Real-world use cases:** - A company restructures core content pages to improve clarity and definition, leading to increased inclusion in AI-generated answers and higher-intent inbound traffic - Marketing teams identify gaps in topic coverage that limit visibility in emerging search patterns and close them with targeted content - SEO leaders use this agent to prioritize updates that improve both rankings and conversion quality ### Editorial director agent This agent improves content quality, executive communication, and brand clarity. It ensures that messaging reflects strong thinking, not just polished language. Your editorial director agent is essentially a second set of eyes combing through any asset before it reaches a physical team member (the first being the AI creating the content around guidelines you set). For anyone who’s been burdened with scrutinizing copy from new hires, partners, and anyone having an off day, this agent takes a huge weight off your shoulders. **Core responsibilities:** - Identify and eliminate competing ideas within a single piece of content - Strengthen POV and ensure alignment with brand voice - Remove generic or low-impact language - Improve structure, flow, and clarity of argument **Real-world use cases:** - A senior executive refines thought leadership content to focus on a single, high-impact idea, improving engagement and shareability - Marketing teams standardize messaging quality across contributors, reducing variability in tone and effectiveness - Product marketing sharpens positioning documents to better align with buyer expectations ### Distribution and repurposing agent This agent has a direct impact on ROI from content investments and overall marketing efficiency. It ensures that high-value content drives sustained impact across channels and teams. It shifts content from campaign-based output to compounding assets. **Core responsibilities:** - Deconstruct long-form assets into multiple channel-specific formats - Align content outputs with marketing, sales, and executive use cases - Build distribution plans that extend content lifespan - Identify underutilized assets and opportunities for reuse **Real-world use cases:** - A webinar is transformed into a multi-channel campaign, including sales enablement materials and executive content, resulting in a 5x increase in reach - A research report is repurposed into a series of targeted campaigns, extending its influence over multiple quarters - Sales teams leverage repurposed content to improve follow-up engagement and accelerate deal progression ## Demand generation agents: Improving decision quality across channels Demand generation is already well-supported by tools. The opportunity with AI is not more automation, but rather better decision-making. These agents help CMOs allocate resources more effectively and tie activity to outcomes. ### Campaign performance analysis agent This agent impacts budget allocation, pipeline efficiency, and marketing accountability. It ensures that decisions are grounded in revenue impact, not surface metrics. **Core responsibilities:** - Evaluate campaign performance across pipeline, conversion, and revenue - Identify discrepancies between lead volume and deal quality - Provide post-mortem analysis for continuous improvement - Surface insights that inform future investment decisions **Real-world use cases:** - A team reallocates budget from high-volume, low-conversion channels to higher-performing programs, improving pipeline quality - Marketing leadership gains clarity on which campaigns drive actual revenue impact - Performance insights are used to refine targeting and messaging ### Channel intelligence agent This agent directly informs where to invest incremental budget. It provides clarity in an environment where channel performance can be difficult to compare. For CMOs, it reduces uncertainty in resource allocation. **Core responsibilities:** - Normalize performance data across channels - Identify incremental vs. non-incremental pipeline - Evaluate efficiency and scalability of each channel - Recommend budget allocation based on impact **Real-world use cases:** - A company consolidates spend into fewer, higher-performing channels, improving ROI - Marketing teams identify channels that capture existing demand rather than generate new opportunities - Leadership aligns budget decisions with measurable outcomes ## Brand and creative agents: Strengthening inputs and measurement Brand and creative remain inherently human disciplines. The role of AI here is to improve inputs and provide better visibility into outcomes. ### Creative brief architect agent This agent impacts creative quality, alignment, and execution efficiency. It ensures that campaigns start with clarity. **Core responsibilities:** - Synthesize inputs from multiple sources into structured briefs - Define objectives, audience, and messaging direction - Align stakeholders before execution begins - Reduce ambiguity in creative development **Real-world use cases:** - Campaign teams reduce revision cycles by starting with clearer direction - Cross-regional teams align on messaging and execution strategy - Creative output improves due to stronger foundational inputs ### Brand measurement agent This agent strengthens how brand investment is understood and justified at the executive level. It provides visibility into long-term impact. **Core responsibilities:** - Track branded search trends and share of voice - Measure narrative traction across channels - Connect brand activity to inbound interest and pipeline - Provide reporting that supports strategic decision-making **Real-world use cases:** - A company links thought leadership efforts to increased inbound demand and brand recognition - Marketing leaders use brand metrics to justify sustained investment - Executive teams gain confidence in long-term brand strategy ## How to get started with AI agents Most action-oriented leaders want to put agents in motion ASAP. As challenging as it may be, first try to take a step back and assess your operating model. Where do decisions slow down? Where does context break between teams? Where are your highest-leverage people stuck doing work that doesn’t require their level of judgment? From there, identify one or two areas where an agent could create immediate impact. Not a full transformation, just a clear win. That might mean tightening feedback loops between sales and marketing, getting more mileage from existing content, or adding structure to campaign execution. Once you’ve identified the opportunity, execution is more accessible than it seems. Tools like ChatGPT help shape prompts and logic, while Claude Code can take you from idea to working prototype quickly. Platforms like Replit, Lovable, and Base44 help scale with usable interfaces. Start small, get a quick win, and scale from there. [Change management](https://www.cmoalliance.com/motivating-teams-to-succeed-in-a-world-of-change/) will ultimately be your biggest hurdle, so this gradual transition may be your best bet for an AI-forward operating model that sticks. [![A step-by-step graphic titled "Getting started with AI agents" on a dark red gradient background, showing five steps connected by arrows in a horizontal flow. Step 1: Audit your operating model. Step 2: Identify your highest-leverage gap. Step 3: Start with one clear win. Step 4: Build and prototype quickly. Step 5: Plan for change management. Each step is represented by a circular icon above its label.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/04/Getting-started-with-AI-agents.png)](https://www.cmoalliance.com/11-ai-agents-changing-the-game-for-marketing-teams) ### Product launch checklist URL: https://www.cmoalliance.com/product-launch-checklist-framework/ Last updated: 2026-04-14T14:06:27.000Z This comprehensive product launch checklist is designed to guide you through every critical step of launching a new product or feature, ensuring that every aspect of the [product launch](https://www.cmoalliance.com/everything-a-cmo-needs-to-know-about-product-launches/) process is meticulously planned, executed, and monitored. When used consistently, it helps in organizing tasks, assigning responsibilities, and tracking progress from the outset, through to the completion of a product launch. ## What does the product launch checklist cover? Our checklist template covers every element of a product launch, including: - Market analysis - [Persona research](https://www.productmarketingalliance.com/your-guide-to-personas/) - [Pricing](https://www.cmoalliance.com/your-guide-to-pricing-models-framework/) - [Positioning](https://www.cmoalliance.com/product-positioning-template-framework/?%5Fgl=1%2A1gsxxb3%2A%5Fup%2AMQ..%2A%5Fga%2ANjQxMjMxOTEyLjE3NzYxNzQ0NzE.%2A%5Fga%5FFPDG6YCT5K%2AczE3NzYxNzQ0NzAkbzEkZzAkdDE3NzYxNzQ0NzAkajYwJGwwJGgw) - [Goal-setting](https://www.cmoalliance.com/individual-development-plan-idp-template-framework/) - [Go-to-market (GTM)](https://www.cmoalliance.com/from-playbooks-to-patterns-how-ai-is-rewriting-b2b-gtm-strategy/) - Collateral creation - [Sales enablement](https://www.productmarketingalliance.com/your-guide-to-sales-enablement/) - [Internal launch](https://www.cmoalliance.com/product-launch-framework-slide-deck/) - [External launch](https://www.cmoalliance.com/product-launch-tiers-framework/) - [Analysis](https://www.cmoalliance.com/product-launch-post-mortem-template-framework/) - Feedback ## How to use the product launch checklist To use the checklist, start by downloading a copy of the template. You can then make a copy for your own launch process. Once you have your checklist, follow these instructions to get the most from the tool. 1. **Assign tasks**: Carefully read through each section of the checklist and allocate each task to the appropriate team or individual, ensuring everyone knows their responsibilities. 2. **Track progress**: Regularly update the checklist to reflect completed tasks and identify any outstanding items. 3. **Communicate**: Keep open lines of communication across all departments to ensure everyone is aligned and informed. 4. **Review and adjust**: Continuously review the progress and make adjustments as necessary to address any issues or changes in the plan. 5. **Celebrate successes**: Acknowledge the completion of significant milestones to keep the team motivated and focused. ## Download your checklist ![Launch checklist](https://storage.ghost.io/c/e8/42/e8425f10-c6bc-4266-b03f-495034377a60/content/images/2025/11/Product-launch-checklist.png) [Launch checklistLaunch checklist.xlsx46 KBdownload-circle](https://www.productmarketingalliance.com/content/files/2025/11/Launch-checklist.xlsx "Download") [Launch checklist![](https://storage.ghost.io/c/e8/42/e8425f10-c6bc-4266-b03f-495034377a60/content/images/icon/spreadsheets_2023q4-22.ico)Google Docs![](https://storage.ghost.io/c/e8/42/e8425f10-c6bc-4266-b03f-495034377a60/content/images/thumbnail/AHkbwyJOUkg2OFccpkIaHJUOFB358ztchccO3CKOtBM17HlCqNzTxtoqnq7NKZvZ1nLJkNAC0DVbKf54Bfhojlyeg7AQill3VWy-VmQoxb_Ozp05XuV7KCs-w1200-h630-p)](https://docs.google.com/spreadsheets/d/1s9nI3w2Bg6MA1%5FC3Zk763Gbx9OOZNVwrHCVEb1uKGUk/edit?usp=sharing) _This post is for paying subscribers only._ ### Your marketing team structure is holding you back – here’s how to fix it URL: https://www.cmoalliance.com/your-marketing-team-structure-is-holding-you-back-heres-how-to-fix-it/ Last updated: 2026-04-10T15:00:50.000Z Let me begin with a truth we can’t afford to ignore: marketing is being rebuilt in real time. Consumer and business expectations keep rising while our [budgets](https://www.cmoalliance.com/where-are-marketing-budgets-being-spent/) keep shrinking. Technology, particularly AI, is accelerating faster than our organizational structures can absorb. What keeps me up at night is not the technology itself – as CMOs, we know how to handle tech. What worries me is the widening gap between what our systems can do and what our teams are designed to deliver. If any of that sounds familiar, you're in the right place. What follows is a practical guide to understanding the forces reshaping marketing, what they mean for your team structure, and what you can do about it. Here’s what we’ll cover: - The five forces that are fundamentally reshaping how marketing teams work - How to assess where AI fits into your team structure – and which roles will change first - A real-world look at how I'm transforming my own team at RTM - What it means to [lead people](https://www.cmoalliance.com/from-0-to-57-lessons-learned-from-management/) – not just manage technology – through this shift ## The forces reshaping how we work A sea change is coming to marketing organizations of every industry and size. This change is so monumental that it's making us reinvent traditional ideas about how, when, and where work gets done, and what work itself means. Five interlocking forces are sculpting the future of work in marketing, and we need to understand them all. [![Infographic titled "Five Interlocking Forces Are Sculpting the Future of Work," sourced from Rethinking Work by Rishad Tobaccowala. The five forces are displayed in numbered boxes: 1. Generational Shifts; 2. Technology; 3. Marketplaces; 4. New Ways of Working; 5. Long-Term Impact of COVID.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/04/data-src-image-4d638d80-5409-487d-9211-676713c8cda3.png)](https://www.cmoalliance.com/your-marketing-team-structure-is-holding-you-back-heres-how-to-fix-it) ### 1\. Generational shifts are creating complexity For the first time ever, four generations work side by side in our marketing teams. Gen Z employees in their twenties are about to become the largest component of the workforce. Meanwhile, Baby Boomers in their sixties have been the largest group by numbers, income, and impact – until now. Between them, we have Millennials and Gen X. The mindsets, expectations, beliefs, and communication styles of these four groups differ dramatically. We have to lead them all. The complexity keeps growing – even before we start talking about AI. Beyond generational diversity, we're seeing rapid aging of the workforce combined with declining population growth. These demographic shifts create unprecedented challenges for [team building](https://www.cmoalliance.com/how-cmos-should-get-their-teams-ready-for-growth/) and talent management. ### 2\. Technology is approaching a tipping point We're entering an AI-infused age where the cost of knowledge may soon approach zero. Think about the implications of that statement. Every job will change. We're already seeing roles disappear, but we're also watching new ones emerge. Bill Gates recently [shared his perspective](https://economictimes.indiatimes.com/magazines/panache/bill-gates-predicts-only-three-jobs-will-survive-the-ai-takeover-here-is-why/articleshow/119533999.cms?from=mdr) on which jobs will survive the AI revolution. He mentioned three: 1. Coders 2. Energy experts 3. Biologists I'm not sure I agree with him completely, but it's worth considering why he chose those specific roles. ### 3\. Marketplaces enable new talent models Today, hundreds of marketplaces like Upwork allow us to procure talent from anywhere in the world. Platforms like Etsy and Shopify enable individuals to reach customers globally. App stores and cloud services from Apple, Google, and OpenAI are now accessible to small and medium firms, not just billion-dollar companies. This democratization of access changes everything about how we build and manage teams. ### 4\. New ways of working emerge Demographics, technology, and marketplaces combine to enable vastly different working models. Side gigs and side hustles became mainstream in 2022, when the term "fractionalized employee" was born. ### 5\. The long-term impact of COVID The shift goes deeper than where people work. COVID's biggest impact might be the emotional rewiring it caused in all of us. We're all rethinking how we work, where we work, when we work, and what work actually means to us. Income and title used to be the primary motivators. But younger generations, especially Gen Z, need their company to mean something. The organization must do work that matters. [Social impact](https://www.cmoalliance.com/purpose-driven-leadership-how-cmos-drive-social-impact/) has become a requirement, not a nice-to-have. ### Why this matters now Technology is moving exponentially faster than any organization can absorb through incremental changes. By the time most marketing departments adapt to one wave, another one crashes over them. There's always something new to learn. Rather than asking how we do more, we should ask how we design teams that move at the speed at which the world now operates. Consider this statistic: according to a [report by the World Economic Forum](https://reports.weforum.org/docs/WEF%5FFuture%5Fof%5FJobs%5FReport%5F2025.pdf), **59%** of the global workforce will need reskilling by 2030\. If we don't redesign capabilities now, capability decay becomes our biggest threat. For expert insights like this straight to your inbox twice a month, sign up for Pro+ membership. You'll also get access to a range of certifications, a complimentary Summit ticket, 50+ tried-and-true templates, members-only workshops, and **much* more. So, what are you waiting for? [Fast-track your marketing career ](https://www.cmoalliance.com/pro-plus-membership/?utm%5Fsource=ghost&utm%5Fmedium=resources&utm%5Fcampaign=content) ## The flip phone problem Most marketing teams today operate with the equivalent of a flip phone. We're running 2026 marketing on 2010 org charts. [![Slide titled "Org Structures Haven't Upgraded" showing three flip phones on the left versus a modern Samsung smartphone on the right, separated by the word "VS." in bold blue text. A caption beneath reads: "The model CMOs inherited is built for a slower world."](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/04/data-src-image-91157eaf-ac70-42d5-bde1-c95e84b74864.png)](https://www.cmoalliance.com/your-marketing-team-structure-is-holding-you-back-heres-how-to-fix-it) In my previous CMO role, I experienced what many of you know too well. Getting one thing done takes forever. We need meetings upon meetings, multiple team approvals, budget sign-offs, and maybe a prayer. The process feels endless. But the world requires a smartphone right now. Our hardware – our org charts, workflows, and skills – has become outdated. No software layer can fix hardware that isn't built for today's world. Expectations have risen faster than our organizations can evolve. That's why we feel underwater. It's not about effort – our teams are working their asses off. The problem is how marketing organizations are designed. ### Three breaking points When I see strain in my team, three things break fast: _This post is for paying subscribers only._ ### The shift from campaign execution to ecosystem thinking in modern marketing [Video] URL: https://www.cmoalliance.com/the-shift-from-campaign-execution-to-ecosystem-thinking-in-modern-marketing-video/ Last updated: 2026-04-08T16:13:58.000Z --- --- ### Context-first marketing: The key to scaling content globally URL: https://www.cmoalliance.com/context-first-marketing-the-key-to-scaling-content-globally/ Last updated: 2026-04-08T12:00:52.000Z Marketers have spent years trying to crack the code of [personalization](https://www.cmoalliance.com/the-importance-of-personalization-in-digital-marketing/), building out detailed customer profiles, implementing customer data platforms (CDPs), segmenting audiences, and creating dynamic content. But as generative AI and large language models (LLMs) reshape the content landscape, a crucial element is missing from the conversation: **context**. What content do your customers want? What [tone](https://www.cmoalliance.com/tone-of-voice-template-framework/) will resonate? What languages do they prefer and in what environments? And how do the specifics of who they are influence the language used to communicate with them? These questions can no longer be afterthoughts or “localization issues.” They’re fundamental inputs to any marketing effort that hopes to scale globally and connect meaningfully. And they’re increasingly within reach – if marketers and their organizations are willing to rethink. ## Marketing’s current challenge: Personalization without context Marketing teams have long worked to break down internal silos, whether between creative and media, data and execution, brand and performance. Much of this work has centered on understanding customers better – who they are, what they’ve bought, and [how they behave](https://www.cmoalliance.com/understanding-human-search-behavior-patterns/). CDPs and identity graphs have fueled this progress. Marketers talk a lot about personalization, and increasingly about hyperpersonalization (or, as I like to call it, “individualization”), the ability to tailor content to individual preferences, behaviors, and intent in real time. But most of that focus remains on the *who*, not the *how*. The message itself is rarely adapted with the same level of precision, especially across languages and markets. But when that message needs to scale globally, marketing often hands it off to the localization team, if one even exists. Cultural adaptation becomes an after-the-fact step. While global growth is often a business priority, localizing communication is treated as a box to check rather than a strategic lever. The result is a gap between the strategic ambitions of a global brand and the actual content that makes its way to customers. LLMs are about to close that gap. But not automatically, and not without a new mindset. [AI localization: how to speak your customers’ languageAI is having a big impact on how we speak to customers, whether it’s chatbots or translations. Discover the applications for your business.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--355.png)CMO AllianceMarkus Seebauer![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/airport-arrival-sign-multiple-languages-1.png)](https://www.cmoalliance.com/can-artificial-intelligence-speak-your-customers-language/) ## The role of context in the new marketing workflow Generative AI offers a powerful opportunity to close that gap, but only if marketing leaders expand their remit to include contextual awareness as a core input. That means going beyond persona-level data and incorporating nuance into how content is created, adapted, and delivered. It’s the modern evolution of a brand style guide: dynamic, structured, and designed for scale. Context includes tone of voice, regulatory requirements, [persona traits](https://www.cmoalliance.com/b2b-buyer-persona-template-framework/), and even generational nuance. It's not just about translating a tagline or exact wording. It's about ensuring that your tagline sparks the right emotion, in the right language, for the right audience, in the right market. When marketers build systems that factor in context from the beginning, LLMs can help generate content that feels tailored, relevant, and on-brand across languages and channels. Without that structure, these models produce generic output that may be technically accurate but emotionally misaligned. [Personalization in marketing automation: How to make it workA recent report shows that 96% of digital professionals agree that personalization in is a must for great online customer experiences.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--356.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Personalization-in-marketing-automation-1.png)](https://www.cmoalliance.com/personalization-in-marketing-automation/) ## What contextual execution looks like One of the most urgent needs for contextual nuance partnered with hyperpersonalization that I’ve seen came in the form of[KuCoin](https://phrase.com/customers/kucoin/?utm%5Fsource=media&utm%5Fmedium=referral&utm%5Fcampaign=27q1%5Fall%5Fall%5Fbrnd%5Fnull%5Fjason-byline-personalization-and-context&utm%5Fcontent=all%5Fmot%5Fedi%5Fm01%5Fnull&utm%5Fterm=null), a global crypto platform. The company needed to deliver time-sensitive messages in over 20 languages. Accuracy mattered especially with time zones, tone, and regulatory language. With intelligent language technology, the team built automated workflows that accounted for regional context from the start. Time-sensitive alerts were localized with the correct time zones. Market-specific tone and compliance requirements were applied automatically. KuCoin scaled output by **400%** without adding headcount, while turnaround times for urgent content dropped to under an hour, and user satisfaction in local markets climbed from 72 to **86%**. When context is built into the workflow, content reaches the right audience faster, with fewer errors and stronger impact. ## The LLM opportunity: Scaling multilingual personalization As LLMs mature, the barriers to global [content creation](https://www.cmoalliance.com/the-main-barriers-to-creating-effective-content/) are coming down. What once required weeks of coordination between copywriters, translators, reviewers, and compliance teams can now be initiated, quality-checked, and adapted in real time. But scale is not enough. Marketing must take ownership of how context shapes quality. Multilingual content creation and delivery is no longer just a localization task. It’s a brand mandate. With the right systems in place – including intelligent orchestration layers and built-in quality frameworks – marketing teams can scale campaigns across 20 markets, in multiple formats, while preserving creative intent and brand integrity. We’re no longer talking about translating a campaign. It’s way beyond that. We’re talking about deploying it in a way that’s culturally fluent, brand-aligned, and performance-driven from day one. All of which was out of reach, or at the very least took a huge amount of time and cost, until now. [6 steps to a successful market expansionTo ensure a successful expansion, companies need a market expansion strategy. Let’s take a look at the six key steps for building a successful plan.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--357.png)CMO AllianceJason Hemingway![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/globe-meta-image.png)](https://www.cmoalliance.com/6-steps-to-a-successful-market-expansion/) ## The future of personalization is contextual, multilingual, and content-led To capitalize on this opportunity, marketers need more than a new set of tools. They need to work with their executive leadership to reimagine what their remit includes. They must be able to work cross-functionally with localization, product, data science, and engineering. And above all, they must stop treating language as a technical constraint and start treating it as a creative multiplier. The change in mindset needed to capitalize on new LLM capabilities is profound. Globalization is no longer an extension of the plan. It *is* the plan. Marketers have long championed the power of personalization, with mixed results. The term has often overpromised and underdelivered. That is beginning to change. Advances in AI are making contextual personalization across languages and markets both achievable and scalable. As large language models evolve, success will rely less on persona mapping and more on the ability to deliver relevant, high-quality content across every customer journey and touchpoint, while maintaining brand integrity. To stay competitive, marketing teams need to treat multilingual content as a strategic driver of performance, not a final step in the process. Capturing this opportunity requires the right infrastructure. Marketing leaders should prioritize language technology platforms that integrate with their existing data and content systems. These platforms enable structured content creation, real-time adaptation, and consistent quality at scale. When language is built into the core of the marketing workflow, it supports faster decisions, stronger alignment, and measurable impact across many regions. For global brands, this is a strategic investment in future growth and customer engagement. ### From storytelling to trust: How brands build lasting customer loyalty URL: https://www.cmoalliance.com/from-storytelling-to-trust-how-brands-build-lasting-customer-loyalty/ Last updated: 2026-04-07T16:17:08.000Z Brand loyalty isn’t what it used to be. Long gone are the days of customers sticking to a single brand because “that’s what they’ve always done.” [B2C](https://www.cmoalliance.com/tag/b2c-marketing/) and [B2B](https://www.cmoalliance.com/tag/b2b-marketing/) customer loyalty has waned over the past few decades, and with buyers having more options available to them, they're more apt to jump ship if there are cheaper or faster alternatives available. We all know price isn’t the only factor, and every industry has lots of bells and whistles to choose from, so how do we as marketers cut through this noise to remain competitive with our existing customers and procure new ones? To cement true brand loyalty, brands need to move beyond transactional marketing and into relationship building through [storytelling](https://www.cmoalliance.com/tag/storytelling/) and [thought leadership](https://www.cmoalliance.com/10-steps-to-implement-your-very-own-thought-leadership-strategy/). So let’s dive into how we shift from transactional marketing to authentic storytelling. We’ll look at revitalizing brand loyalty, an actionable roadmap for elevating key voices, operationalizing your strategy, and [measuring the real ROI](https://www.cmoalliance.com/why-measuring-marketing-roi-is-still-so-hard-and-what-actually-works/) of customer trust. # **Why storytelling builds trust and long-term customer loyalty** Human history has always relied on storytelling. It's part of our survival strategy since the dawn of time. Sharing stories not only helps educate but also builds bonds, and these bonds are becoming increasingly more important in a world where AI has infiltrated every aspect of our lives. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/04/Karen-quote---headshot.png) The great thing about marketers is that we thrive on a good story, we understand the buyer's journey, demographic and our ideal customer, so the shift from only transactional to relational is in theory easy. Transitioning to a relational marketing approach requires a mindset shift that extends beyond the marketing team to the entire revenue motion and executive leadership. Without this collective buy-in, you will face an uphill battle. # **The business case for customer loyalty and retention** Thankfully there's some great research to back up your case. According to [Bain & Company](http://www.bain.com/Images/BB%5FPrescription%5Fcutting%5Fcosts.pdf) a “5% increase in customer retention produces more than a 25% increase in profit.” Loyalty isn't just a feel-good metric but a massive financial driver for your organization's growth. When you become a trusted resource, you become the natural first call. As [Forbes](https://www.forbes.com/councils/forbescommunicationscouncil/2024/04/11/17-tips-for-building-brand-loyalty-with-thought-leadership-content/) notes “This approach positions a brand as a reliable source in its field, building trust. Trust, in turn, fosters loyalty, as customers prefer brands that not only understand their challenges but also provide valuable solutions.” # **How to build trust through storytelling in marketing** So if trust is the backbone to loyalty, how do we actually build it with our customers? Your brand cannot simply shout, “trust us” in an ad campaign and expect it to work. Would you ever believe such a preposterous claim? Instead we need to weave together client testimonials, executive thought leadership, and internal brand personalities. This combination sparks deep conversations that can drive real customer retention. The reason this combination works is because we know that the most compelling corporate stories are at their core **human** stories. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/04/Building-trust-through-storytelling.png) ## **Use customer testimonials** Now, of course, we’ve all seen the standard client testimonials over the years. Testimonials have been a long-standing tradition in marketing to tell the story of the client from their perspective. A combination of a headshot and a quote is common, but more and more marketers have moved towards video testimonials to memorialize their clients thoughts and feelings. As social media algorithms prioritize reels and short-form video content, there is an added value of putting not only a face to the name, but a voice to the experience. ## **Show up through executive voices your audience recognizes** Executives are also now stepping into the spotlight, creating short thought leadership snippets to share with followers. The most successful ones tend to be casual in nature, like they’re truly connecting to the person on the other side of the screen. This connection can win over individuals from three different segments: your current customers, your prospects, and potential employees. If the brand shares the executive’s voice it not only bolsters the executive, but it gives a more human tone to the brand, and therefore creates more trust with the audience. We’re also seeing them engage in written content, sometimes ghost written but often-times penned by the executive and edited by the marketing team. Particularly if the founder of an organization writes an industry focused piece, they tend to bring it back to the root cause of starting the business in the first place, which is usually a truly compelling story. ## **Turn internal experts into trusted brand personalities** The area of brand personalities in my opinion is an emerging segment. We are seeing more “Chief Evangelists” who were formerly industry influencers being hired by companies. But marketing teams can guide their own teammates to build up an influence portfolio of their own. Every organization has subject matter experts who are likely well esteemed within their industry. We all have customer success or support teams, who see the struggles that your clients face every day. Your sales organizations are having conversations every day in the field, and all of these people are close to our customers' problems. Putting a face to the people solving those problems builds immediate trust and deepens engagement. # **How marketing teams can operationalize storytelling** All three of these personas (the client testimonial, the executive thought leader, and the brand personalities) require guidance from the marketing team to put their best foot forward. Whether it’s through the confidence of a videography team, who is excellent at asking questions and capturing sincere moments, or a scrappy PR professional, who can provide media training and feedback to your team, this approach is attainable by most marketing teams with any budget. Sharing these messages does not need to be high cost either. Yes, of course you can boost videos to get more eyeballs on them, but creating your own methods outside of ad and social platforms to share these stories can be rewarding for all involved. Create impact newsletters for your customers, and share the stories on your website. Most importantly, ask the humans in the content to share these stories themselves, give them guidelines for copy, teach them how to tag the brand, and make it easy for them. Everyone can be part of sharing the message and extending the organic reach of the content. # **Measure customer trust and loyalty in marketing** You’ve got the strategy and the plan to operationalize it, but one of the main issues with loyalty and retention is metrics. How does a marketing team shift some of their efforts from transactional marketing to relational marketing while still proving return on investment? We need a way to measure trust and authentic growth. Tracking retention, referrals, organic direct traffic, social media follows and customer surveys are some of the ways you can prove the benefits of customer trust and loyalty. As your executives and brand personalities become trusted authorities, they will often be presented with speaking or media opportunities. As each individual gains attention, it can be yet another measurable impact of the strategy. The reality is all of these metrics are a byproduct of the hard work of storytelling. Telling a great story allows the speaker to be vulnerable, pushing them to move beyond their professional persona, where they can develop an opinion and speak their mind. When this happens the viewer or reader can tell they are being genuinely authentic, and humans are naturally drawn to authentic people because they are more likely to be true and honest with us. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/04/Karen-quote.png) # **To wrap up** Take stock of your team and your clients, discover who already has influence in your industry. Chat with folks who you find genuine and authentic, find out who is inspired enough to engage with this process (you might be surprised to learn they tell a great story, too). Those stories will build trust, and trust is where loyalty and the long-term relationship with your client lives. Remember your client is flooded with options to choose from. Your team and their expertise are the ultimate competitive advantage. People buy from people, and we are hardwired to connect to the stories other people tell. By realigning your efforts to the humans behind the brand, you aren’t just focusing on the next transaction, you’re securing the brand’s future. ### Leading resilient teams amid industry changes (and nurturing trust before change arises!) URL: https://www.cmoalliance.com/leading-resilient-teams-amid-industry-changes-and-nurturing-trust-before-change-arises/ Last updated: 2026-04-01T12:00:43.000Z What happens when an unexpected major [change](https://www.cmoalliance.com/marketing-leaders-navigate-change/) hits the average team? People start worrying about their jobs. They start questioning the strategy. Their confidence plummets, doubt sets in, and the mood switches to one of fear and frustration. Everything your team knew – the way they operated, the successes they built, the skills they honed – seemingly gets thrown out the window. Nerves skyrocket. Fear drives behavior, tension fuels conflict, and people raise shields to protect themselves. Doesn’t sound productive, does it? These reactions happen because our brains are wired around predictability and safety, and change is automatically perceived as a threat. Some people respond by acting combative, resisting the changedefiantly and aggressively; some turn a blind eye to it and continue operating as though it never happened; others shut down, relinquishing the power to deal with it. None of these reactions makes change go away or helps you deal with it better. The good news is that you can rewire your brain and retrain yourself – and your teams – to respond to change constructively. Let’s explore how. ## 5 ways resilient leaders navigate change calmly Some changes ripple slowly across the market, while others hit you hard without warning and leave you scrambling to gather your composure and react effectively. Luckily, you don’t need to be able to foresee the impact coming in order to deal with it effectively. If you’re nurturing a team culture of [resilience](https://www.cmoalliance.com/adaptability-resilience-and-the-value-of-diverse-experience/), learning, and trust all along, then when change occurs, your teams will already be equipped to navigate it successfully together. During times of uncertainty, the resilience you foster each day will shine through and keep your team strong and steady. Resilient leaders practice these five behaviors and nurture a culture that instills calm, confidence, transparency, sincerity, and thoughtfulness into the ways their teams navigate change. ### 1\. Acknowledge that change happens – and you *can* deal with it positively If you try to avoid dealing with change, its impact will grow in the shadows until it emerges and slams into you full force, or it will fester and break you apart from within. Be realistic and acknowledge the truth. Approach your strategy with a clear mind, gather the appropriate information, and prepare to move forward. Then, once you acknowledge that change is inevitable, you can shift your lens from threat to opportunity. This will allow you to get curious and innovative in the mindset you build around change. ### 2\. Choose confidence and calm We can’t avoid change; empowerment comes when we realize that the way we choose to react to change makes all the difference. Remember that you are a role model for your team, and they will feed off of your mood and tone. Use language authentically to inspire confidence in your team, and employ emotional intelligence to be calm in your delivery. Confidence doesn’t mean you have to know all the answers; it means you believe in your team’s ability to navigate change of any kind with resilience and grace. ### 3\. Communicate with transparency, sincerity, and integrity During times of change, people want to know what’s going on. Keep your teams informed. Let them know what you’re seeing, what you’re working on, and what the future might look like, even if you don’t have all the answers yet. Be honest about what you know and what you don’t know. Gather the information you need to make decisions, the context you think they might need, and just enough details needed to make an informed decision. Then set an intention to communicate throughout the entire experience in ways that are meaningful and helpful to your team. ### 4\. Rely on the culture you’ve built Nurturing your team’s resilience in the quiet moments between disruptions will build their muscles – individually and collectively – to deal with whatever comes their way. Ideally, you have been continually fostering an environment where people are eager to learn, support each other, approach problems with an open mind, think critically and strategically, and act on their values. Let your team culture be the bedrock that stands strong while the world around you shakes. ### 5\. Empathize with your team – and with yourself What does your team need during this time? Consider the situation from their perspective and tailor your communication and actions to their needs. Do they want to talk more often? Schedule 1-on-1s or team meetings as appropriate. Or do they need time to themselves to sort through the situation? Cancel your next meeting and give them some space. Do they feel left out? Set up a spot on your digital intranet (or even a simple spreadsheet!) with details about the change. Leave a section at the bottom where people can drop questions if they feel so inclined. Don’t forget to show yourself some grace. Leading a team through change is difficult. Being resilient doesn’t mean you can’t be vulnerable, unsure, stressed, or even wrong about some things. If you need time to process what’s going on, block off some time on your calendar when you can sort through your strategy documents, consider alternate avenues, or just have some space to *think*. Take a break and go for a walk to clear your head. Step away from the situation for a little while so you can return to it with fresh eyes. Talk with someone who has been through a similar situation who can provide some insight. Reflect on what you might need in order to be the best leader you can be, and show yourself a little self-care to rejuvenate and refuel as you serve your team. ## The change journey: What to do before, during, and after ### Before How to nurture a team culture built on support and trust: - **Teach your team to adapt to small changes with ease.** That way, when big changes occur, they will be primed with the appropriate mindset and skillset. When something comes up, gather the group, communicate the change, provide context, lay out a concrete plan, make sure everyone understands their individual parts and the team impact, and follow through. - **Trust your team members first.** Give them power and authority. Grant them space to get their work done in ways that are meaningful to them. Tell them you are confident in their abilities, and make sure they know you’re always available to coach them into a better place if they need you. - **Engage in dialogue around how to think and how to act.** Don’t force them to do everything your way; ask them how they think they should act based on the information they have. - **Encourage communication among your team members (without you).** Show them how to act as resources to each other, so they know they can rely on each other for support. - **Be transparent about company updates and strategic decisions.** Provide context and consider your team members’ perspectives. Over time, they will trust that you are thinking of their welfare, not just the business. - **Hold yourself and your team members accountable.** Show them how to fail upward by taking responsibility, learning lessons, and moving forward with clarity and optimism. - **Coach humility.** Develop a team-first culture where egos are kept in line. Stay “we” instead of “I,” give credit where credit is due, share the trust and respect, acknowledge when something goes wrong, and show how to ask for help and give help selflessly. - **Encourage your team members to ask questions.** Curiosity is a virtue, not a drawback. Cultivating a learning environment will help your team members approach challenges with open-mindedness. - **Be sincere in your communication.** Don’t fake it, and don’t force it. Be authentic and honest. Your team members will know if you are trying to manipulate them, and your trust will break into a million pieces. - **Be consistent in your messages.** Uphold your [values](https://www.yourstoryhaven.com/post/the-impact-of-values-on-leadership-a-primer) across all situations, messages, and dynamics. - **Advocate for your team** – especially when managing up and across the organization. Publicly standing behind your team in the easy moments will become a pillar they can lean into during the more difficult ones. - **Show compassion for the humans behind the roles.** Find ways to show your team members you value them and that you’re there to help them when they need you. - **Bring all work back to your mission and vision.** Frame conversations around your strategies and plans. Provide clarity into the direction everyone is moving, and when things change, find clarity in the uncertainty. ### During How to handle change initiatives with care and clarity: - **Explain that change is a process, not an event.** Inspire your team to be resourceful and adaptable as you all figure out how to navigate this journey together. - **Revisit strategy and plans.** You might need to realign your efforts toward the new direction. Zoom out and evaluate your highest-level elements first, then whittle them down step by step. - **Understand the new normal.** What does this look like? How confident are your team members in their abilities, both individually and collectively, to adjust and move forward together? Consider the team as a whole as well as each individual contributor. - **Establish new goals that better suit your new programs and projects.** Don’t just roll out the new goals top-down; discuss the reasoning behind the changes and help your team rally around your new objectives. Build their confidence in their ability to hit these new metrics, perhaps by pointing out which skills can transfer or which projects they’ve excelled at previously that are applicable in this new situation. - **Adjust processes as needed.** The old way of working may need to be tweaked or may be obsolete; consider the team’s workflow and how any of the steps along the way might be affected. Then work with your team to figure out how these processes should look, based on everyone’s capabilities and needs. - **Communicate throughout the entire process.** Share the reason for the change, empathize with your team members’ situations, and paint a picture of the new normal from their perspective. Putting things into their context will gain trust in a more authentic way than trying to manipulate buy-in. - **Celebrate flexibility and adaptability.** Make sure your team members know you value them. Find a few clear examples that exhibit the behavior you are looking to see, and praise those behaviors whenever you can. (Make sure you are modeling those behaviors as well.) - **Acknowledge that change is hard.** Empathize with what they’re going through. Show them you’re on their side and you’re pulling for them. Be there for your team members in ways that *they* need. You don’t have to assume whether they want more space or more communication–ask them. Tailor your communication to your team’s preferences. ### After How to cultivate a new normal with strategy, structure, and emotional intelligence: - **Follow up with your team at a regular cadence.** Vary the dynamics by checking in with the whole team and also taking a pulse in one-on-one meetings. Ask how you can support your team and what questions they have. - **Debrief after the change is finalized** and discuss what went well, what you would do differently next time, what you learned, and what you can do with that information. - **Settle into the new normal.** Call out what’s working and why. Help your team members recognize how to use their strengths to add value in this new environment. - Maintain new processes by praising those who follow them and fixing any situations that don’t align with the new direction, like when someone falls back into a legacy system or brings negativity or defensiveness into the room. - **Re-establish your team culture.** The change may have dampened morale, so it’s up to you as the leader to rally your team together in this new effort and to help them feel confident that they are capable and valuable members of the team. - **Be clear about the strategy and structure, and how everything relates.** Follow up on the new goals and objectives, and provide context into everyone’s roles and impact. Document and share anything you can. - **Celebrate success.** Convey to your team that you appreciate their perseverance, adaptability, and support. You might even schedule some team-building activities to rebuild camaraderie. You could also give your team a short break to recover from the change so they can jump into the new normal feeling refreshed and revitalized. ## Closing thoughts Take care of yourself, take care of your team, and be authentic, compassionate, clear, adaptable, and communicative. Your teams will build resilience over time, in the all-important in-between moments, that will benefit them individually and collectively throughout any changes that will inevitably come their way. ### Demand Summit Online | March 2026 URL: https://www.cmoalliance.com/demand-summit-online-march-2026/ Last updated: 2026-03-31T10:40:40.000Z Catch up with all sessions from Demand Summit Online and hear from speakers at Verizon, Sportradar, S&P Global, and more. _This post is for paying subscribers only._ ### From AI tools to AI operating systems: How CMOs must rebuild growth engines URL: https://www.cmoalliance.com/from-ai-tools-to-ai-operating-systems-how-cmos-must-rebuild-growth-engines/ Last updated: 2026-03-30T12:00:03.000Z Over the last few months, I've seen hundreds of marketing teams rush to use [AI tools](https://www.cmoalliance.com/best-ai-powered-marketing-attribution-tools/). People are using LLM models to make content, running ads on platforms that use AI bidding, and using predictive analytics. The gains in productivity are real. But I keep telling CMOs that we are mixing up efficiency and transformation. The big change in strategy happening right now is the shift from using AI as a bunch of separate tools to creating integrated AI operating systems that completely change how growth works. Most [marketing leaders](https://www.cmoalliance.com/leadership-skills-you-should-develop-to-enter-the-c-suite/) don't fully understand this yet. This transition is about starting over and building the whole growth engine from scratch. I'm noticing that early-stage companies and a few forward-thinking businesses are starting to do things very differently. They're not doing campaigns every three months. AI runs everything from finding new opportunities to making creative work to allocating budgets in continuous, self-optimizing growth loops. Most established businesses are still in the bolt-on phase, and the gap is growing quickly. CMOs say this is the most important strategic turning point since we all had to figure out how to change to digital ten years ago. What's the difference? This one is going faster, and the penalties for being late are harsher. People who keep thinking in terms of campaigns and channels will be outsmarted by competitors who have built systems that can grow on their own. It’s clear what you must do: stop just being a marketing manager who runs campaigns. Become a system architect who creates self-driving growth engines. ## A different perspective on where most marketing organizations are today To give you an example of what I’m observing in most marketing organizations, I’ll paint you a picture of where everyone seems to be today. The [content team](https://www.cmoalliance.com/can-ai-unlock-your-brands-humanity/) has recently discovered Claude and ChatGPT and is creating three times more blog posts and social media copy than ever before. Performance marketers are using AI bidding platforms. The analytics team is using predictive models to determine potential customer lifetime value. Sales ops have automated their outreach sequences. And everybody is loving how much more productive they are. The problem? When I look at the actual workflow, nothing has fundamentally changed. Marketing gives designers creative briefs, and designers then upload finished assets to advertising platforms that generate performance data for analytics tools. Those advertising platforms generate performance data that flows directly into analytics tools. Analytics produces insights that eventually, typically weeks after the fact, come full circle and inform the next brief. We’ve simply accelerated each step of this inefficient linear process. I call this **the AI bolt-on phase**. And based on what I’m seeing across industries, roughly 80% of companies are stuck here. They’ve simply taken existing processes and slapped AI on top of them. The machine runs faster, but it’s still the same machine. The tell is simple: if you removed all the AI tools tomorrow, your process would slow down, but it wouldn’t break. Teams could still function. They just wouldn’t be as efficient. That’s the difference between a tool and a system. A system changes the fundamental architecture of how work gets done. [![Quote:"CMOs think they’re keeping pace because they’ve adopted AI. However, while they’re optimizing the old playbook, a new category of competitors is emerging: companies that started with AI-native architectures." – Daisy Mengxuan Zhang, Global Digital Growth Manager at Radware](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/03/data-src-image-50f098a0-1ab5-41b9-84dc-75446fc13846.png)](https://www.cmoalliance.com/from-ai-tools-to-ai-operating-systems-how-cmos-must-rebuild-growth-engines) What concerns me is that most CMOs don’t realize this distinction matters competitively. They think they’re keeping pace because they’ve adopted AI. However, while they’re optimizing the old playbook, a new category of competitors is emerging: companies that started with AI-native architectures. These organizations don’t have legacy processes to retrofit. They built integrated growth systems from day one, and they’re moving at a completely different speed. The performance gap is already visible. I’ve watched AI-native startups identify market opportunities, test responses, and scale what works – all within the same week that traditional companies are still scheduling their planning meetings. The compounding effect of this speed differential is brutal. ## What does an AI growth operating system do? The term “operating system” gets thrown around a lot, so let's make sure we’re clear on what it means. An operating system doesn't just run tasks; it also **organizes them**. You set the goal, and it distributes resources, sets priorities for actions, and changes to meet changing needs in real time. That same logic is used by an AI growth operating system for marketing and making money. You don't buy just one tool. It's a structure, a system that works together across five layers: ### 1\. The data layer Don't think of this as a warehouse that gets new stock every week – think of it as a place where signals are live. It takes in [behavior](https://www.cmoalliance.com/hybrid-attribution-model-to-understand-buyer-behavior/) from every touchpoint, like visits to the site, product use, email engagement, paid media, and CRM activity, and keeps the context the same. The system connects the dots when a prospect downloads a whitepaper, compares prices, and then talks to a competitor. Traditional stacks break up that story across different platforms. This model keeps things going. ### 2\. The decisions layer This is where the change happens. The system doesn't wait for a monthly performance review; it always checks: - Which accounts are getting hot? - What creative angle is working in Germany but not in the UK? - Where is spending money not yielding as much in return? It doesn't just show dashboards on the surface. It changes the budget, shifts the focus, and changes the priorities within set strategic limits. Decisions go from being planned to being made all the time. ### 3\. The creative layer Campaigns are no longer fixed assets. The system doesn't just start one idea for six weeks; it makes different versions, tests them on real people, and grows what works. Messaging changes based on how people respond, not on when they are supposed to. Brand and compliance rules stay the same, but iteration happens all the time. ### 4\. The execution layer This is the backbone of the operation. Centralized coordination of channel deployment, audience segmentation, bidding, email triggers, and website personalization. No more having to sync platforms by hand or having channel silos fight for budget. The system sees execution as one smooth motion. ### 5\. The feedback loop. Every interaction goes back into the model. Short-term improvements happen right away. Changes to strategy happen every day. Long-term trends shape the bigger picture. The system doesn't just tell you how well you're doing; it also helps you learn more. Autonomy and adaptability set this apart from a well-integrated martech stack. The layers talk to each other without needing to be passed from one person to another. The system gets better when it gets new information. And the team's job changes. Leaders set guardrails, goals, and risk thresholds instead of running campaigns. The system takes care of orchestration. People are in charge of where things go. That's an operating system for AI growth. ## Why old growth engines are no longer working The old growth model isn't just having a hard time; it's falling apart. In the last three years, the cost of getting new customers has doubled in many SaaS and DTC markets. The usual things to do, like buying ads on Facebook or Google, changing up the creatives, and improving landing pages, don't work anymore. Marketers are all going after the same people, in the same auctions, and with the same tools. The edge we used to get from careful testing and manual optimization is gone. Platforms now do things that used to take skill. By default, it takes care of bid strategies, targeting audiences, and even rotating ads. A strategy that used to give teams an edge is now a must-have. When all of your competitors have access to the same AI-powered tools, everyone is on the same level. The clarity of signals is also getting worse. Updates to iOS privacy settings, the end of cookies, and stricter rules have made it harder to see how users behave. Many teams are spending millions on attribution models that they know don't work, and they're having a hard time figuring out which channels are really driving growth. Timing is the bigger issue. Planning, making, launching, measuring, and changing are all parts of a traditional marketing cycle that can take weeks or months. By the time we review campaigns, the market has undergone significant changes. Customer tastes have changed. Competitors have made moves. Instead of acting on new trends, teams end up reacting to old data. [![A comparison table between traditional growth engines, characterized as linear, manual, and reactive, and AI growth operating systems, described as circular, autonomous, always-on, and proactive.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/03/data-src-image-afaaf747-d48f-41c0-ada8-4e3fe584c34f.png)](https://www.cmoalliance.com/from-ai-tools-to-ai-operating-systems-how-cmos-must-rebuild-growth-engines) AI-native growth teams work differently. They notice changes in performance within days, make and test new versions almost right away, and change budgets across channels several times a day based on real-time signals. Their experiments are always going on, not just during campaign times. This speed makes the advantage even bigger. A team that iterates faster doesn't just get things done faster; it also gets more information, gets better at targeting, and gets better at messaging at a faster rate. These learning cycles make a gap that can't be closed by making small improvements to old systems. To stay ahead of the competition, businesses need to rebuild their growth engine instead of fixing a playbook that isn't working anymore. ## The new CMO mandate Most of us haven't fully grasped how the CMO role is changing yet. I'm seeing it happen right now, and to be honest, a lot of marketing leaders are having a challenging time with the change because it requires skills that we didn't learn in our traditional training or experience. A successful CMO in the past was someone who was adept at managing teams, leading creative projects, and taking care of brands. You recruited exceptional personnel, selected reputable agencies, wisely allocated budgets, and ensured the quality of work. You thought in terms of campaigns, channels, and plans for the next three months. Your job was to meet growth goals while building brand equity and running marketing well. That's not the job anymore – it's just part of it. The system architect mandate adds a whole new level. You now have to come up with integrated growth architectures that work on their own within the strategic limits you set. Most CMOs have never had to know data infrastructure in this way. It means knowing what AI models can and can't do. It means using feedback loops, emergent behaviors, and system design principles to help you think. Your strategic planning changes from making campaigns to setting system parameters. Instead of deciding how much money each channel should get, you're setting the rules for how the system should judge how well each channel is doing. - What should it give up in order to grow and be more efficient? - When should it look for new ways to reach customers, and when should it stick with what works? - How can it find a balance between short-term sales and long-term brand building? You make the rules. The system runs inside them. This has big effects on how teams are set up. The organizational chart that separates people into brand, performance, content, and analytics groups doesn't match how a real integrated growth system works. I'm seeing new jobs pop up, like growth engineers who build and maintain the technical infrastructure, AI strategists who come up with decision frameworks and optimization logic, prompt architects who come up with creative direction for AI-generated content, and system operators who keep an eye on performance and change settings. We still need strategic thinkers and creative people, but the work changes. The brand strategist doesn't just come up with positioning anymore. They put it into guardrails that control the content that AI makes. The performance marketer does more than just improve campaigns. They come up with the logic that makes self-optimization possible. [![A five-step progression of essential skills for modern CMOs, starting with strategic governance, followed by systems thinking, data literacy, decision framework design, and ending with adaptive leadership.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/03/data-src-image-6e0d6b53-e9df-48f9-81ad-c3d794f59f37.png)](https://www.cmoalliance.com/from-ai-tools-to-ai-operating-systems-how-cmos-must-rebuild-growth-engines) Honestly, the skills that CMOs need now are very different from what they needed in the past. You need to know how to use technology –not necessarily coding skills, but enough knowledge to have smart conversations about what AI systems can and can't do, how data moves through architectures, and where humans add value and where automation works best. You need to be able to think in systems. Comprehending feedback loops. Recognizing behaviors that come up. Seeing how the parts work together to make the whole system work. This is more like how engineers think than how most marketers were taught to think. And maybe the hardest part is that you need to lead in a different way. Managing a traditional team meant giving clear orders, keeping track of milestones, and doing performance reviews based on how well they did their jobs. To govern an AI operating system, you have to set a strategic direction while letting it run on its own. That means keeping an eye out for drift or accidents. It means knowing when to step in and when to let the system learn on its own. To be honest, this type of management makes some CMOs uneasy. Less direct control, more outcomes based on chance than plans set in stone. But you get more speed and scale than any human team could ever match. ## How to move from tools to systems This change will happen over the course of 18 to 36 months for most businesses. It's not ambition that's the problem; it's trying to skip steps. We’ve seen teams jump ahead before they're ready, and it usually costs them time and [trust](https://www.cmoalliance.com/building-brand-trust-in-a-new-era-of-data-privacy/). ### Step 1: Teams that use AI This is where most organizations are today. AI tools can help with content, images, reporting, and optimization, but they work within existing workflows. Things would slow down, but nothing would break if you took them away. AI makes things more productive, but it doesn't change the way things are built. ### Stage 2: Workflows that use AI In this case, tools talk to each other. Creative goes straight into paid media systems. Data on performance goes back into making content. Based on analytics signals, campaigns change on their own. At this point, AI doesn't just speed up workflows; it also changes them. ### Step 3: Growth loops that AI controls The system now takes care of execution. Budgets move between channels based on how well they are doing right now. Creative variants are always being tested and improved. Personalization changes based on real-time behavioral data. People set goals and limits, but the day-to-day work is done with little help. If most organizations put in the effort, they can reach this point in 24 months. ### Stage 4: AI-native operating systems This is where AI doesn't just do things; it also finds chances. It finds patterns, predicts how people will respond, suggests strategic moves, and, with permission, takes action. This is where competitive advantage builds up, but only a few established companies will get there in less than three years. How? From what we've seen, these are the most important elements: **First, data infrastructure** A smart system needs all the data it works with to operate well. This is the foundation: customer data platforms, real-time pipelines, and reporting layers. Building these requires considerable expense and time; there are no shortcuts. **Next, the architecture of integration** The APIs, middleware, and context sharing of multiple systems are no longer simply an IT endeavour. Marketing executives must now work with the CTO. **Third, capability decisions** Some AI capabilities should be bought; others, especially those tied to differentiation, should be built. The mistake is thinking everything is strategic or that nothing is. **Lastly, the people** It is nice to have new roles; it is more important to have the right mindset. The people must understand how to be comfortable with trying new things, with the short-term implications of change, and with giving up control over the operation. ## Common pitfalls when building AI-native operating systems The biggest mistake is trying to build everything at once. That’s the fast track to losing money and destroying morale. The other major error is buying the technology before you understand the workflows it will help with. The tools won't help you if you don't understand your own strategy. Most companies don’t fully recognize the impact of their people. An AI operating model changes what the people do, how the people do it, and what the people expect. Even the best systems have trouble sticking if you don't pay attention to the people. ## Real-world AI scenarios Finally, real-world examples are good illustrations of what the phrase means in practice. While such case studies are still hard to find because the trend is so new, here are a few examples that walk the reader through the journey. ### Salesforce Einstein Salesforce’s Einstein is one of the best examples of B2B SaaS. They went beyond individual AI capabilities to create a system where predictive capabilities, automation, and AI recommendations all operate as one. AI automation in their marketing capabilities [increased net income](https://www.datacose.com/blog/ai-in-saas) by **$1.5 billion** and increased free cash flow by **43%**. The impact here wasn’t just about improving efficiency. Einstein brings together all the different areas of marketing, sales, and customer success to create automated processes where the insights from one system inform actions in another. A customer service interaction indicating frustration with the product can trigger an automated campaign to retain that customer, update their health score, and alert the account manager, all without any handholding. It’s the entire system working together. ### Starbucks DeepBrew Another example is Starbucks’s DeepBrew, a personalization system within their e-commerce business. It’s another example of a system versus a suite of tools. They analyse customer behaviors based on mobile application interactions, purchase history, location data, and external influencers such as the weather. So, if a customer typically buys an iced coffee on a warm morning, DeepBrew can automatically push a mobile offer on that product when the temperature hits 75 degrees in the city. This powers the experience of tens of millions of loyalty program members. The key architecture here is the constant feedback loop. DeepBrew doesn’t operate on pre-programmed rules. It learns what types of offers drive incremental sales versus marketing waste and continuously adjusts the timing and nature of offers made to consumers, continuously modifying its strategy based on the actions most likely to result in incremental purchase activity. ### How AI is transforming sales in B2B enterprises McKinsey [identified](https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/unlocking-profitable-b2b-growth-through-gen-ai) many transformations in the use of GenAI in sales by B2B enterprises. For example, one industrial distributor was experiencing slow growth due to inefficient opportunity identification. Sales teams were literally driving through entire cities searching for potential customers, i.e., construction projects. The distributor developed an AI engine that combined internal and external data to rate and rank potential customers as well as identify new potential customers and direct field sellers' time to those rated highest. The system didn’t simply speed up the way business was conducted; it fundamentally changed how growth would occur. The two examples provided above have these characteristics in common. They integrate data that had previously been segregated into different areas of the organization. They automate decision-making on a large scale, rather than assist with individual human decisions. They develop continuous learning loops that use past performance to continually refine future execution. While humans provide the strategic guardrails that guide the systems, the human managers don’t need to intervene in order to manage the systems on a day-to-day basis. ## From here to the next three to five years The next stage is a series of autonomous growth system developments. It's coming faster than most think. Over the next three years, many companies will have developed marketing engines with CMOs providing strategic direction, while AI provides full tactical execution. ### From quarterly budgets to 72-hour cycles Real-time, continuous reallocation of budgets will replace traditional quarterly budgeting. These systems will be able to listen to social media trends, analyse search data, and determine emerging opportunities in the market. Then, these systems can model the size of those opportunities, create messages, develop tests for initial messaging approaches, allocate funds for testing, run experiments across all necessary channels, measure first response, and grow as needed to maximize ROI – all within a 72-hour cycle, and without needing any approvals other than the strategic boundaries for which activities are permissible. This isn’t some far-off sci-fi dream. Companies are already building toward this capability. ### Designing the creative system rather than the asset The process of creative production will follow a similar pattern. Instead of bringing in an advertising agency to design a campaign that might have a shelf life of a few weeks, the marketing system will constantly generate, test, and optimize thousands of creative versions across various formats and channels. The system will understand the brand guidelines, the regulatory environment, and the strategic direction, operating within these constraints while optimizing for better results. The human creative director won’t design the creative assets; they will design the creative system. ### Closing the loop between product and marketing The feedback loops between the product team and the marketing system will close in record time. Customer behavior, support interactions, product use, market feedback, etc., will flow nonstop between the product team and the marketing system. When the product team releases a new feature, the marketing system will already have tested various positioning options, identified the segments that will likely respond the best, and have personalized marketing campaigns ready to go, because it’s been learning from the beta testers and early adopters the entire time. ### The CMO as a system architect The role of the CMO will likely change as well. I won’t need to spend as much time studying campaign results or approving tactical moves and more time architecting the system, setting strategic direction, defining the ethics and brand guidelines, and governing autonomous operations. The skillset will need to shift from an exceptional executor to an exceptional architect, designing systems that can make thousands of good decisions every day within strategic constraints. ### Empowering the next generation of marketers This is not about replacing human marketers; it’s about making what we do as marketers better. Younger marketers won’t spend years learning the intricacies of media buying that machines will soon master more efficiently. They will focus on understanding the customer, developing a strategy, and defining creative direction – the human strengths that inform machines how to behave. ### The compounding advantage of speed The implications are obvious: companies with an autonomous growth system will accelerate so quickly that traditional planning processes will seem glacial in comparison. We will recognize and exploit opportunities before we even know they exist. We will optimize for complexities that human marketers cannot begin to grasp. Not only will the gap between us and the machines continue to open, but it will compound as we collect more data and refine our approaches. [![Quote: "Companies with an autonomous growth system will accelerate so quickly that traditional planning processes will seem glacial in comparison." – Daisy Mengxuan Zhang, Global Digital Growth Manager at Radware](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/03/data-src-image-7e8132ef-3c53-44fc-8e6e-7dded4590f83.png)](https://www.cmoalliance.com/from-ai-tools-to-ai-operating-systems-how-cmos-must-rebuild-growth-engines) ## Conclusion I believe we have reached a strategic inflection point in the history of marketing, and most marketing leaders have no idea of the scope of what is happening. What differentiates the marketing organizations that are going to be leaders in the next ten years is their ability to develop AI operating systems, versus just using AI tools to experiment with new ideas. To achieve the transformation to AI operating systems, a marketing leader needs to invest in far more than just technology. A marketer needs to rethink how growth happens, what tasks a marketing team does, and how a CMO leads a team. Marketers need to move away from "campaign thinking" and "channel optimization" to "growth orchestration" and strategic management of autonomous operations, as well as moving away from manual planning to strategic governance of autonomous operations. In terms of developing the capacity to create AI operating systems, there are several progressive maturity stages to work through: 1. Integrate AI capabilities into existing workflow processes. 2. Create orchestrated processes where AI manages whole functions. 3. Build autonomous systems that operate within the strategic boundaries defined by you. Each stage of development demonstrates a return on investment and develops the capacity necessary for the next stage. There is significant urgency to this – and I’m not being hyperbolic. Many competitors are already building out the capabilities to create AI operating systems. Companies that can bring these capabilities to operational maturity first will gain many competitive advantages, including access to better data, more insightful decision-making, better optimization, and faster execution that will become increasingly difficult to overcome. This isn’t about trying to keep up with the latest trends in AI technology; it’s about designing the fundamental architecture of how growth happens before the marketplace forces the issue. For CMOs who are ready to begin making this transformation, the direction is clear: **become the architect of your company's autonomous growth engine**. Create integrated systems that will drive competitive advantage. Develop the talent and capabilities needed to design and manage these systems. Define the strategic framework in which the autonomous operations will occur. [![Quote: "The companies that succeed won’t be the ones with the most AI tools; they will be the ones that create true AI operating systems." – Daisy Mengxuan Zhang, Global Digital Growth Manager at Radware](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/03/data-src-image-40c866ba-c70d-4f2b-a3b2-6a3406608a2b.png)](https://www.cmoalliance.com/from-ai-tools-to-ai-operating-systems-how-cmos-must-rebuild-growth-engines) The companies that succeed won’t be the ones with the most AI tools. Companies will be successful if they create true AI operating systems – integrated architectures where the flow of data, the making of decisions, the creation of creative solutions, and the execution of all of these things will be in continuous loops that continue to learn, grow, and create compounded advantages over time. The question isn’t whether this transformation will occur. The question is whether you’ll lead this transformation or be disrupted by it. ### Hot take: AI is not a strategy. Here's how to drive lasting growth. URL: https://www.cmoalliance.com/ai-is-not-a-strategy-heres-how-to-drive-lasting-growth/ Last updated: 2026-03-27T16:02:07.000Z I'm going to let you in on something that might ruffle a few feathers. After building a marketing function from scratch at Advanced Call Center Technologies and watching countless teams struggle with the same challenges, I've come to a conclusion that goes against the zeitgeist: throwing AI at [your marketing problems](https://www.cmoalliance.com/the-challenges-leading-marketing-teams/) won't magically solve them. In fact, it might make things *worse*. When I joined ACT in 2022, I inherited what could generously be called a "challenging situation." Our CRM was literally an Excel spreadsheet on our CEO's hard drive. Our branding was outdated, to say the least. We'd been in business for 28 years and never had a marketing function. I was basically handed ten dollars, some balsa wood, and a bag of rubber bands and told, "Good luck." Being handed that blank slate taught me something invaluable about what really drives [marketing success](https://www.cmoalliance.com/measuring-success-growth-marketing-strategies/) – and it's not the latest AI tool or platform. It's the fundamentals that we've somehow convinced ourselves are outdated in this age of artificial intelligence. ## The AI hysteria is real (and it's exhausting) Let me paint a picture of what's happening in marketing departments everywhere right now. The questions come fast and furious: Are we missing opportunities? Can we get more efficient? Do we seem old school? And my personal favorite: "Why don't you just [use AI](https://www.cmoalliance.com/how-ai-saves-time-as-a-cmo/) for that?" Sometimes I feel like I'm in a room with Marie Antoinette. "Let them use AI," they say. Maybe AI can bake a cake for you while it's at it. [![A humorous meme combining a formal portrait of Marie Antoinette with a historical painting of a guillotine scene, with a speech bubble added reading "Why can't you just use AI?" used to illustrate the disconnect between leadership demands and marketing reality.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/03/data-src-image-3ed1532a-95f5-4819-a7aa-2eaa674b58bc.png)](https://www.cmoalliance.com/ai-is-not-a-strategy-heres-how-to-drive-lasting-growth) The question that really gets me, though – the one every CMO is thinking but is afraid to say out loud – is this: can I really do this? Do I have what it takes? Isn't there someone we can call for this? Here's what I want you to know: You *do* know what you're doing. You've been doing it for a long time. The principles you understand intuitively are still important. More important than ever, actually. For expert insights like this straight to your inbox twice a month, sign up for Pro+ membership. You'll also get access to a range of certifications, a complimentary Summit ticket, 50+ tried-and-true templates, members-only workshops, and **much* more. So, what are you waiting for? [Fast-track your marketing career ](https://www.cmoalliance.com/pro-plus-membership/?utm%5Fsource=ghost&utm%5Fmedium=resources&utm%5Fcampaign=content) ## The answer engine apocalypse True story: The thing that freaked me out most about AI wasn't ChatGPT or content generation. It was answer engines. I'd spent years [mastering SEO](https://www.cmoalliance.com/how-ai-is-rewriting-the-rules-of-search-video/), feeling like I finally had it figured out. Then boom – everything changed overnight. ChatGPT, Google Assistant, and all these new platforms fundamentally altered how people find information. But here's what they all boil down to: [authority](https://www.cmoalliance.com/startup-content-marketing-domain-authority-gap/). And authority isn't something you can fake with AI-generated content. [![A slide titled "True Story: AI Really Has Changed Things" presenting a two-row grid showing how the environment is changing and the new competitive reality, covering six themes: Search Evolution, Content Economics, Answer Engines, Differentiation, Channel Evolution, and Signal Parity, each with a brief explanatory description.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/03/data-src-image-ee4f38c8-cef8-4a2c-b165-18272a6132b8.png)](https://www.cmoalliance.com/ai-is-not-a-strategy-heres-how-to-drive-lasting-growth) Search is evolving in ways we couldn't have imagined. People are getting answers from [TikTok](https://www.tiktok.com/@cmo.alliance), Reddit, podcasts – everywhere except traditional search results. Channels are fragmenting faster than we can keep up with, and content economics have gone haywire. We can crank out more content than ever before, but if it's not genuinely insightful, we're just flooding the market with noise. People roll their eyes. They check out. They think, "Oh great, another marketer using AI to spam me with generic content." ## The framework that cut through the chaos Over the years, I've developed a framework that cuts through all this chaos. It's not revolutionary. You've probably heard variations of it before – the four Ps, the three Cs, whatever acronym soup your organization favors – but the principles remain constant. I organize everything around three core concepts: **story**, **presence**, and **trust**. [![A slide titled "What Actually Matters Now" showing a strategic framework with two sections: Strategic Questions on the left listing four key questions about audience, discovery, problems solved, and proof of value; and an Execution Model on the right breaking down the three pillars of Story, Presence, and Trust, each with supporting detail, beneath a banner reading "Strategic Clarity Drives Focused Execution."](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/03/data-src-image-d7bc0a67-6f20-4ee8-a875-a92797363749.png)](https://www.cmoalliance.com/ai-is-not-a-strategy-heres-how-to-drive-lasting-growth) **Story** is about who we are, always in the context of who we're talking to and what problems we solve for them. It's not about us – [it's about them](https://www.cmoalliance.com/story-masters-3-the-characters-in-your-brand-stories/), viewed through the lens of what we can do together. _This post is for paying subscribers only._ ### One voice, many markets: Creating a unified brand voice as a global organization URL: https://www.cmoalliance.com/one-voice-many-markets-creating-a-unified-brand-voice-as-a-global-organization/ Last updated: 2026-03-25T10:00:41.000Z There is a meeting that happens in almost every global organization. Group marketing presents the new brand guidelines. Regional teams nod politely. Then they go back to their markets and continue doing what they were already doing. I've been in that room twice. Once as the regional marketer nodding along, and once as the person presenting. Both times taught me something different about why the gap between brand standard and brand reality is so hard to close. Now I'm VP Marketing at PriceHubble, and a full company rebrand this past year gave me a front-row seat to just how hard this is to get right, even with executive buy-in and a dedicated team. [Research shows that consistent brand presentation across channels can drive revenue uplifts of 10 to 33%](https://www.marq.com/blog/brand-consistency), and yet only around [30% of companies report that their brand guidelines are widely known and used](https://capitaloneshopping.com/research/branding-statistics/). The gap between having a brand standard and actually living it is where most of the work lives. So, here's what I've learned so far. Not the theory. The practice. ## **Define what “unified” actually means** The word 'unified' is where most organizations trip up before they've even started. It tends to get interpreted as 'identical everywhere,' which immediately triggers resistance from local teams. And honestly, they're right to resist. That's not what you're building, and if that's the brief you take to your regional leads, you'll lose them in the first meeting. Think about Taylor Swift across her eras. Production, themes, and aesthetics shift dramatically. Yet her voice, storytelling, and fan connection remain unmistakably hers. That's global brand voice: a fixed core that flexes without breaking. In practice, this means separating your brand voice into two layers: what must stay fixed, and what can flex. [Narrative structure as a marketing leadership toolIn a world of constant change, the one thing you can control is your narrative. Here’s how to build one that works.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--351.png)CMO AllianceRobin Karakash![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--7-.png)](https://www.cmoalliance.com/own-your-narrative-why-clarity-is-the-ultimate-leadership-tool/) The fixed layer is your core: your personality traits, your values, the principles that define how you communicate regardless of language or market. These don't change based on geography. The flexible layer is everything that sits on top of that foundation: i.e. how formal you are in your communications, or whether a particular success story lands better in one country than another. In practical terms, this is how I think about it: ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/03/Fixed-vs-flex.png) Getting this distinction documented and aligned before you cascade it across the organization is the single most important step. Our [rebrand](https://www.cmoalliance.com/rebranding-gone-right-how-to-retain-legacy-customers-while-attracting-new-ones/) gave us the forcing function to have this conversation properly as a leadership team. Without it, every debate about brand voice becomes a debate about first principles, and you'll have the same conversation on repeat. ## **Localization is not translation** One of the most persistent misconceptions in global marketing is the conflation of translation and localization. **Translation converts words.** [**Localization**](https://www.cmoalliance.com/can-artificial-intelligence-speak-your-customers-language/) **adapts meaning.** They are not the same thing, and treating them as such is how you end up with content that is technically accurate…and completely flat. Think of it like makeup. The same person, the same face, but a different look for a job interview, a Saturday night out, or a Sunday morning. The base stays consistent. The expression changes with the context. Nobody looks at those three versions and thinks they're looking at different people. But everyone would notice immediately if you wore the wrong one for the occasion. A deep red lip and smokey eyes are probably not something you would wear on a Sunday morning coffee walk (but if you do, go for it, I’m not here to judge anyone 🙂). I've felt this acutely at PriceHubble. The way we talk about our solutions lands differently with a French institutional investor than with a German property developer, not because the product changes, but because what they need from us is different. But neither wants marketing jargon. And both want to feel seen and understood. Building localization into your brand voice process, rather than bolting it on at the end, requires a few practical shifts. The most important one: involve local market leads early in [messaging](https://www.cmoalliance.com/tag/messaging-positioning/) development, not just at the review stage. When I was on the regional side, nothing was more frustrating than receiving a campaign brief that was 90% baked and being asked to check if it works locally. The goal is for a potential client in Munich and one in Paris to have the same emotional experience of your brand, even if the words and the emphasis are different. That's a much higher bar than a simple translation. It's also where real equity is built. ## **The consistency vs. relevance trade-off** There is a real trade-off between global brand consistency and local market relevance, and it will never fully resolve. The best you can do is make a thoughtful, explicit choice about where you land on that spectrum and then build your operating model around that choice. [Brand Resilience: Truth, Trust and Staying RelevantThis article explores how disciplined principles, human oversight and community-building create lasting differentiation.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--352.png)CMO AllianceFinola McDonnell![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--8--5.png)](https://www.cmoalliance.com/how-the-financial-times-turns-trust-into-brand-resilience/) I've seen organizations land too far on both sides. The *'consistency at all costs'* camp produces beautiful brand guidelines that local teams ignore because they feel disconnected from the reality of their market. I've ignored quite a few in my time, if I'm honest. The *'local empowerment at all costs'* camp ends up with a brand that looks and sounds like a different company in every geography. In enterprise [B2B](https://www.cmoalliance.com/tag/b2b-marketing/), where [buyers encounter your brand in multiple contexts before they even talk to sales](https://www.cmoalliance.com/80-of-b2b-buyers-start-on-ai-not-google-what-that-means-for-your-gtm-strategy/), that's a trust problem. The framework I have found most useful treats roughly 70 to 80% of brand output as globally defined and 20 to 30% as locally adaptable. That space is meaningful enough to ensure local relevance while keeping the whole thing coherent. [Contentful's analysis of how global brands like BMW manage this](https://www.contentful.com/blog/brand-consistency/) is a useful illustration: global content provides the foundation, local teams add personality and context. The result feels native without feeling disconnected from the wider brand. When your local teams deeply understand why the brand sounds the way it does, they make better decisions at the edges without needing approval for every word. This is something I'm actively working on at PriceHubble: building a shared understanding of the 'why' behind our brand voice, not just the rules. The rebrand gave us a moment to reset and explain, not just 'here's the new logo,' but here's what we're trying to communicate, and why, and for whom. Because context travels further than any style guide. ## **Where most of the friction lives: getting non-marketing stakeholders on board** The hardest part of building a unified brand voice in a global organization is usually not the brand work. As so often in business, it’s the internal politics. Sales teams have their own language for talking about the product, developed through hundreds of customer conversations. Product teams have their own terminology. Regional marketing leads have their own intuition about what resonates in their market. And all of them, not unreasonably, feel like they know their audience better than the central marketing team does. **If you walk in a meeting with a brand guidelines document and expect compliance, you will fail.** Brand voice does not spread through documentation. It spreads through conviction, examples and people feeling that the brand helps them do their job better. The solution? ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/03/Brand-buy-in-how-to.png) ### Make the business case in their language [Sales leaders respond to revenue arguments.](https://www.cmoalliance.com/5-practical-steps-to-sales-and-marketing-alignment/) [Research links consistent brand presentation to a 23% average revenue uplift](https://www.marq.com/blog/brand-consistency), and notes that marketing teams can spend up to 20% of their time correcting off-brand materials. When the conversation shifts from *'why are you asking us to change how we talk'* to '*what do we need to do to capture that upside,'* you've moved from a marketing project to a commercial priority. That framing matters enormously, especially when you're trying to get buy-in from a country lead who has their own targets to hit. ### Create champions, not compliance Rather than building a centralized brand police function, which creates resentment and bottlenecks, I've found more success identifying [brand champions](https://www.cmoalliance.com/why-brand-is-everyones-job-a-guide-to-building-an-authentic-thought-leadership-strategy/) within each market. These are people who already communicate well, who care about how the company comes across, and who have credibility with their colleagues. Give them training, tools, a degree of authority, and let them be the guardians of brand standards in their corner of the organization. ### Involve people before you finalize anything One of the most robust findings in brand consistency research is that [95% of organizations have brand guidelines, but only 25 to 30% actively use them](https://www.envive.ai/post/brand-voice-consistency-statistics-in-ecommerce). Sounds like an internal comms problem? Well, not really. It's a co-creation problem. Guidelines that people helped build feel like shared principles. Guidelines that arrived from central marketing feel like constraints. Where possible, involve cross-functional and cross-market voices in the development of your brand voice framework. Yes, it takes longer. But the output is much better, and it actually gets used instead of sitting untouched on the intranet. ### Show, don't tell Brand guidelines are necessary but not sufficient. What changes behaviour is seeing the brand voice in action, in content that performs, in sales materials that close deals, in campaigns that generate pipeline. I’m a huge fan of sharing examples of great on-brand work internally, with context about why it works. Over time, that builds a shared aesthetic sense that no document can replicate. ## **The infrastructure that makes brand voice stick** Even the best brand strategy falls apart without operational infrastructure to support it. **Good intentions don't create consistency. Systems do.** Here's a checklist of what I consider non-negotiable: ### **Brand voice foundation** - A brand voice guide with concrete before/after examples, not just descriptions of traits. If your team has to interpret the guidelines to answer a real question, the guidelines aren't specific enough. - Guidance on how voice adapts across channels and contexts - Fixed vs. flex documentation that is signed off at leadership level before it is cascaded to teams. ### **Operational infrastructure** - Centralized digital asset management that is surfaced in the tools teams already use. When it's easier to use the right asset than to find an old one, compliance becomes the path of least resistance. - Brand-aware localization workflows: translation memories, approved glossaries per language, and human review built into the process, not bolted on afterwards. - Regular brand audits and feedback loops across markets and channels to catch drift early. Treat them as intelligence, not just quality control. Drift is usually a signal that something in your process or guidelines needs updating. ### **People and enablement** - Named brand champions in each market and function, with training, tools, and authority to act. - Internal examples library: a living collection of on-brand content shared across the organization, with brief notes on why it works. - Onboarding that includes brand voice, not just as a module, but as something a new joiner hears about from their first week. ## **A word on AI and what it means for brand voice** It would feel strange to write about brand voice in 2026 without addressing the role of AI in content production. It's changing the operating context for all of us, and the implications for brand voice specifically are significant. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/03/Felicitas-quote---headshot.png) **The optimistic version:** AI tools can help teams produce more content, faster, and with greater consistency if the inputs are right. Think of your brand voice guide as the strategic source code for your company’s AI. Feed a well-trained language model your fixed principles, your approved terminology, and a clear brief, and you can dramatically reduce the inconsistency that comes from a dozen different people writing in a dozen different styles. That's genuinely useful, especially at scale across multiple markets. **The more complicated version:** AI often sounds flat and boring. The more your teams rely on AI-generated content without strong brand inputs and human editing, the more your brand voice risks drifting toward a kind of *generic B2B average* that is technically competent…and completely unmemorable. [RWS's research on global brand voice](https://www.rws.com/localization/services/resources/consistency-vs-connection-brand-voice/) makes this point well: t*he brands that will stand out in an AI-saturated content environment are those with the most distinctive and well-documented voices, because those are the ones that can actually instruct the tools rather than be shaped by them.* **My practical conclusion:** Invest now in the sharpness and specificity of your brand voice documentation. Not because AI is a threat to your brand, but because your brand voice guide is about to become the most strategically valuable document in your marketing toolkit. It is essentially the DNA that ensures your AI-driven outputs actually sound like you. The clearer your inputs, the better your outputs, whether those outputs are written by humans, machines, or a combination of both. ## **The thing I'd tell myself before I stepped into this role** If I could go back and give myself one piece of advice, either as a regional director about to step up to a global role, or as the person who had to make sense of global guidelines that didn't quite fit, it would be this: **start with empathy, not control.** The instinct when you're trying to create consistency is to centralize, to standardize, to put guardrails everywhere. And some of that is necessary. But the organizations that build genuinely strong global brand voices don't do it by tightening the reins. They do it by investing deeply in the clarity of their principles, by making the brand voice so well understood, so well exemplified, and so obviously connected to what the company stands for, that people across the organization want to embody it. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/03/Felicitas-quote.png) Having been on the regional side, I know what it feels like when global brand guidelines land as a constraint rather than a gift. I'm trying to build something at PriceHubble where our regional teams feel like the brand is genuinely serving them, giving them language and tools that make their jobs easier, not harder. I have seen enough to know that teams who approach global brand voice with patience, curiosity about their markets and a willingness to listen to regional teams build something far stronger than those who try to impose consistency from the centre. I hope this is useful. If it sparks a different perspective or a question, I'm very glad to hear it! ### Individual development plan (IDP) template URL: https://www.cmoalliance.com/individual-development-plan-idp-template-framework/ Last updated: 2026-03-23T17:55:22.000Z In marketing, standing still isn't an option – and that goes for your people just as much as your strategy. But between campaign cycles, quarterly reviews, and the constant pressure to perform, structured [development conversations](https://www.peoplealliance.com/articles/development-goals-vs-performance-goals-whats-the-difference/) are often the first thing to slip. This individual development plan (IDP) template helps you change that. It gives you and your team members a shared framework for turning career goals into [concrete, trackable actions](https://www.peoplealliance.com/articles/your-guide-to-employee-performance-goals-examples/) – so your team keeps growing, and so do your results. ## What is an individual development plan template? An individual development plan is a structured document that helps employees and their managers define career goals, identify skill gaps, and map out the steps needed to get there. Think of it as a roadmap for professional growth – one that's built collaboratively and revisited regularly. For marketing teams, that might mean helping a data-savvy analyst build their [storytelling](https://www.cmoalliance.com/story-masters-2-the-structure-of-great-brand-stories/) and presentation skills, supporting a strong creative who wants to move into strategy, or developing the next generation of marketing leaders from within your team. This template walks through everything from long-term career aspirations to specific SMART goals, development actions, and a progress log to track momentum over time. It's designed to be a living document – something you return to quarterly or biannually to assess what's working and adjust as priorities shift. ## Who is it for? This template is for marketing leaders who want to be intentional about [how their team grows](https://www.cmoalliance.com/six-insights-for-taking-your-marketing-team-from-startup-to-bustling-small-business/) – not just reactive when someone hands in their notice. - **CMOs and senior marketing leaders** who want a consistent, scalable approach to developing talent across the function – from brand and content to performance, product marketing, and beyond. - **Marketing managers** who hold regular one-to-ones but want a more structured way to turn those conversations into meaningful, long-term development – not just task updates. - **Individual contributors on marketing teams** who are ambitious about their careers and want clarity on what they're working toward and how their manager is supporting them. If you're serious about retaining top marketing talent and building a team that can grow with your organization, this template gives you a practical place to start. ## How to use the template The template is divided into five sections, each building on the last. Here's how to get the most out of it: 1. **Development plan overview:** Start here to establish the basics – the team member's current role, the timeframe for the plan, their long-term career aspirations, and what motivates them. 2. **Strengths and development areas:** This is where you and the employee take stock of where they are today. Work through this together using feedback, performance data, and self-reflection. For marketers, this might span technical skills like SEO, paid media, or analytics, alongside softer skills like stakeholder influence, creative judgment, or executive communication. 3. **Development goals:** Turn development areas into specific, measurable goals. Aim for two to four goals per plan cycle – enough to stretch the individual without setting them up to fail. Each goal should have a clear success measure and a realistic deadline that fits around your team's existing commitments. 4. **Development actions and support:** For each goal, outline the concrete steps your team member will take and what they'll need from you to get there – whether that's budget for an external course, introductions to senior stakeholders, or simply carving out dedicated time in a packed schedule. 5. **Progress and review log:** Don't let the plan sit in a folder and get forgotten. Use this section to log updates, note wins, and track any shifts in direction. A quick monthly or quarterly check-in keeps momentum going and signals to your team that their development is a genuine priority – not just an annual HR exercise. ## Grab your IDP template [![IDP template](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/03/IDP-template.png)](https://www.cmoalliance.com/individual-development-plan-idp-template-framework) [Individual development plan (IDP) templateIndividual development plan (IDP) template.docx2 MBdownload-circle](https://www.cmoalliance.com/content/files/2026/03/Individual-development-plan--IDP--template.docx "Download") [Individual development plan (IDP) templateIndividual development plan (IDP) template.pdf112 KBdownload-circle](https://www.cmoalliance.com/content/files/2026/03/Individual-development-plan--IDP--template.pdf "Download") [Individual development plan (IDP) templateIndividual development plan (IDP) template This individual development plan (IDP) template helps employees and managers collaboratively define career goals, development areas, and the practical steps required to grow in role, scope, or direction. It ensures professional growth is purposeful, sup…![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/kix-favicon-2023q4-21.ico)Google Docs![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AHkbwyKWmvdJLwCOCGOrKnsCuQlDcH4loaex540pP8BOgPA8Eev1D9Ga6UkIwSk2vgN8n3B8fGL7PPDO9rzsK_KvTrERvgQyaaF_CZ5trNo5nCti3hfzTcnW-w1200-h630-p)](https://docs.google.com/document/d/1Mk08G7GV7RcdUZPL580tmFdb%5FX4ITVGU1TNqQ8LMrQM/edit?usp=sharing) _This post is for subscribers on the Exec+ membership tier only._ ### The modern CMO: Driving strategy, revenue, and growth in volatile times URL: https://www.cmoalliance.com/the-modern-cmo/ Last updated: 2026-07-10T08:36:03.000Z Discover how today’s CMOs are evolving beyond marketing to shape strategy, drive revenue, and lead business-wide transformation in an increasingly unpredictable market. _This post is for subscribers only._ ### The Funnel to Flywheel Loop URL: https://www.cmoalliance.com/the-funnel-to-flywheel-loop/ Last updated: 2026-03-23T12:00:56.000Z In 2015, an 11,000-pound steel flywheel in a Poway, California, warehouse decided it’d had enough of spinning at 6,000 rotations per minute. It broke free from its moorings, crashed through the vault's guard rails, punched a hole through the roof, and sent shrapnel flying blocks away. Four workers were injured. The building was condemned. The company, Quantum Energy Storage, folded within a year. I think about that flywheel a lot – not because I'm particularly interested in industrial accidents, but because it's a perfect metaphor for what most people get wrong about building momentum. They think the goal is maximum velocity. **They forget about containment.** They ignore what happens when things come apart. But there's another flywheel story – one that shows what happens when you get it right. It involves a Porsche, a physics bet that most engineers thought was crazy, and a lesson that changed how I think about business. ## The Porsche that ran on physics In 2010, while every other automaker was cramming lithium-ion batteries into their hybrid race cars, Porsche's engineers asked a different question: what if we stored energy as motion instead of chemistry? The result was the 911 GT3 R Hybrid – a racing laboratory with a 16-inch flywheel spinning at 40,000 rpm where the passenger seat should have been. When the driver braked, the energy that would normally dissipate as heat instead spun up the flywheel. When they needed extra power – exiting a corner, blowing past a competitor – they pressed a button and unleashed 163 horsepower for eight seconds straight. The flywheel could charge from empty to full in a single hard braking zone. It could discharge over a million times without wearing out. And while the battery packs in conventional hybrids needed to be replaced three times during a 24-hour race, the flywheel just kept spinning. At the 2010 Nürburgring 24 Hours, the car led for over eight hours before a mundane engine failure took it out. (The irony: it wasn't the hybrid components that failed.) But the point had been made. While everyone else was fighting chemistry, Porsche had bet on physics – and physics was winning. > "Efficiency is the key to success in endurance racing. The time spent in the pits refueling is time not spent accumulating distance on the track." **– Dr. Wolfgang Dürheimer, Porsche R&D Director** Here's what fascinated me: Porsche didn't just add power. They created a closed-loop system where every lap regenerated its own advantage. Every braking zone – every apparent slowdown – became fuel for the next acceleration. The more they raced, the more efficient the whole thing became. That's when it hit me. I'd spent over twenty years in corporate tech, and I'd never seen a business operate this way. ## The problem with funnels alone In physics, flywheels are elegant: store energy through momentum, release it when needed, repeat indefinitely. But in business? Most people stop at the funnel. They never build the flywheel. They build funnels alone. I spent two decades watching smart people build them. [Marketing funnels](https://www.cmoalliance.com/the-key-stages-of-the-growth-marketing-funnel/). Sales funnels. Conversion funnels. The metaphor was everywhere, and it made intuitive sense: pour prospects in the top, apply pressure, and money comes out the bottom. Awareness → Interest → Decision → Action/Sale. Simple. Linear. And, I eventually realized, fundamentally broken. The problem with funnels is that they're extractive. Every customer who comes out the bottom is *done*. You've converted them. Transaction complete. Now you need to go find more prospects to pour in the top. It's a machine that requires constant feeding, and it's never satisfied. The funnel treats customers like ore to be processed, not relationships to be cultivated. It optimizes for the moment of conversion and ignores everything that happens after. In a world where acquisition costs keep rising and attention keeps fragmenting, that's a recipe for exhaustion. I watched companies burn through marketing budgets trying to keep the funnel full. I watched founders grind themselves down chasing the next lead, the next conversion, the next quarter's numbers. The funnel was always hungry. Porsche's engineers would have looked at this model and laughed. Imagine if their racecar worked like a marketing funnel: burn fuel to go fast, then stop to refuel, then burn more fuel. No regeneration. No compounding. Just consumption. That's not how you win endurance races. And it's not how you [build sustainable businesses](https://www.cmoalliance.com/what-is-sustainable-marketing/). There had to be a better model. ## What is the Funnel to Flywheel Loop™? What if the funnel isn't wrong – just incomplete? You still need awareness, interest, decision, and action. You still need to convert strangers into customers. But that can't be the end of the story. The funnel needs to feed something. It needs to feed a flywheel. That's when I developed what I call the **Funnel to Flywheel Loop**™ – a framework that connects the linear acquisition model everyone uses to a self-reinforcing growth engine that most businesses never build. [![Diagram titled "The Funnel to Flywheel Loop". The funnel on the left has four stages: awareness, interest, decision, activation/sale. An arrow labeled "customers" leads from the funnel to a flywheel on the right. The flywheel has three sections: acquisition, growth, and retention, with loyal customers at the center. An arrow labeled " "feedback loop" points back to the funnel.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/03/data-src-image-8179ab8d-fb21-4173-aa43-330ad3342534.png)](https://www.cmoalliance.com/the-funnel-to-flywheel-loop) **The Funnel to Flywheel Loop™: Where linear acquisition meets compounding momentum* The Funnel to Flywheel Loop™ is a marketing framework that treats **customer acquisition as the starting point of growth**, not the finish line. Instead of constantly hunting for new leads, you build a system where existing customers generate momentum that compounds over time – through retention, advocacy, and organic referrals that feed back into the top of your funnel. Here's how it works: The traditional funnel does its job – Awareness → Interest → Decision → Action/Sale – and converts prospects into customers. But instead of treating that conversion as the transaction's end, it's the beginning of something more powerful. Customers exit the funnel and enter the flywheel: a continuous loop of [**retention**](https://www.cmoalliance.com/9-retention-marketing-strategies/), [**acquisition**](https://www.cmoalliance.com/customer-acquisition-in-the-marketing-mix-strategies-for-sustainable-growth/), and [**growth**](https://www.cmoalliance.com/11-growth-strategies-you-can-apply-to-your-business/), all spinning around a core of loyal customers. - **Retention:** You keep delivering value. The relationship deepens. Customers stick around not because they're locked in, but because they want to be there. - **Acquisition:** [Happy customers become advocates](https://www.customermarketingalliance.com/turning-loyal-customers-into-raving-champions/). They refer others. They share your work. They do your marketing for you – and it's more credible than anything you could say about yourself. - **Growth:** The flywheel accelerates. Each revolution generates more momentum than the last. Growth becomes a byproduct of delivering value, not a desperate hunt for the next lead. And here's the crucial part: the feedback loop. The flywheel doesn't spin in isolation. It feeds back to the top of the funnel, creating new [awareness](https://www.cmoalliance.com/the-cmos-guide-to-brand-awareness/), new interest, new prospects. Your best customers become your best marketing channel. **The funnel is acquisition. The flywheel is compounding.** You need both – but the flywheel is where the leverage lives. ## When flywheels explode But here's where the physics gets dangerous – and where most business advice falls short. Remember that Poway flywheel? The one that punched through the roof? That's what happens when you build momentum without containment. The 2011 Beacon Power incident was similar: flywheels spinning at 37,800 rpm, storing enormous energy, until manufacturing defects caused rotors to wobble and disintegrate. The carbon fiber ground into what investigators described as "cotton candy-like material," triggering the cooling system, which generated steam, which blew the chamber covers off explosively. A neighbor felt her walls shake from a quarter mile away. Here's the physics lesson most people miss: flywheels don't just store energy – they store consequences. When a battery fails, it catches fire. Unpleasant, but containable. When a flywheel fails, it releases all its stored energy at once. The fragments reach velocities comparable to bullets. The more successful you've been at building momentum, the more spectacular the destruction. Businesses blow up the same way: - **Too fast without containment:** Scaling customer acquisition before you can actually deliver value. Your flywheel is spinning, but there's nothing holding it together. When retention fails, the whole thing comes apart – and takes your reputation with it. - **Manufacturing defects:** Launching before your core product or service actually works. Small wobbles become catastrophic at high speed. That "move fast and break things" mentality works until the thing that breaks is customer trust. - **No safety margins:** Operating at maximum velocity all the time. No slack in the system. No room for error. Burnout is the entrepreneur's flywheel explosion – and it's just as destructive. Porsche understood this. Their flywheel sat in a carbon fiber safety housing, engineered to contain a catastrophic failure. They didn't just build a power source; they built containment. They thought about what would happen when – not if – things went wrong. In the Funnel to Flywheel Loop, your containment is the unsexy stuff: your systems, [your processes](https://www.cmoalliance.com/perfect-your-marketing-processes-by-giving-your-customers-a-voice/), your ability to actually deliver on what you promise. The feedback loop only works if customers have something worth talking about. Momentum without substance isn't a flywheel – it's a bomb with a delayed fuse. ## Building on your own momentum There's one more lesson from the Porsche story that's easy to miss. The GT3 R Hybrid's flywheel was self-contained. It regenerated energy from the car's own motion – from its own braking, its own driving, its own activity. It didn't depend on external charging stations or pit crews with fresh battery packs. The system was autonomous. Too many businesses build their flywheels on rented platforms. They pour effort into social media, where the algorithm can change overnight. They build audiences they don't own, on territory they don't control. And then they're shocked when the platform decides to throttle their reach, change the rules, or disappear entirely. That's a flywheel without a safety housing. When the platform changes (and it will), you have nothing. The Funnel to Flywheel Loop needs to spin on assets you control: - **Your email list** – you control the relationship - **Your website or publication** – you control the content - **Your direct customer relationships** – you control the conversation Social platforms are useful for the top of the funnel – for awareness and discovery. But the flywheel itself needs to spin on ground that you control. Otherwise, you're not building momentum; you're renting it. And rented momentum can be repossessed. ## A practical application: The content flywheel Let me make this concrete. If you're building a content-based business – a newsletter, a personal brand, a [thought leadership](https://www.cmoalliance.com/10-steps-to-implement-your-very-own-thought-leadership-strategy/) platform – here's how the Funnel to Flywheel Loop applies: ### The funnel (acquisition) Social media, SEO, guest appearances, collaborations, word of mouth. This is how strangers discover you exist. The goal isn't to maximize followers on rented platforms – it's to move people from awareness to your owned platform: your email list, your community, your direct relationship. ### The flywheel (compounding) - **Retention:** Deliver consistent value. A weekly [newsletter that's actually worth reading](https://www.cmoalliance.com/subscribe-to-cmo-insider/). Genuine insights, not recycled platitudes. Content that makes people's lives or work meaningfully better. They stay subscribed because you keep earning their attention. - **Acquisition (from within):** Readers share your best work. They forward emails to colleagues. They quote you in meetings. They post your ideas on social media with attribution. Your audience grows your audience – and this kind of growth is stickier than anything you could buy. - **Growth:** The flywheel accelerates. More readers means more shares means more readers. Each piece of content generates momentum for the next. You stop feeling like you're pushing uphill. ### The feedback loop Your engaged readers provide ideas, questions, objections, and problems to solve. They tell you what to write about. They point out what you got wrong. They create the content calendar. The flywheel feeds the funnel feeds the flywheel – and the whole system gets smarter over time. ### The writing framework: Pain → insight → action Every piece of content can follow this cycle – it's the flywheel in miniature: 1. **Pain:** Start with a struggle your reader recognizes. Make them feel seen. "You've read the productivity books. You've tried the apps. You're still drowning." This is your braking zone – you're meeting them where they're already slowing down. 2. **Insight:** Reframe the problem. Give them a new lens. "The issue isn't discipline – it's that you're optimizing for the wrong metric." This is the energy storage – you're charging them up with a new way of seeing their situation. 3. **Action:** Give them something concrete to do. A question to ask. A small experiment to run. This is the boost – releasing stored energy into forward motion. And if the action works? They'll be back. The flywheel spins. ## Sustainable momentum over maximum velocity Porsche's GT3 R Hybrid didn't win the 2010 Nürburgring 24 Hours – but it didn't explode either. It ran consistently for over eight hours, demonstrated the concept, and laid the groundwork for future development. The 2.0 version came back a year later – 110 pounds lighter, more refined, better contained. That's the model: **sustainable momentum over maximum velocity**. The Funnel to Flywheel Loop isn't complicated. It's a recognition that acquisition and retention aren't separate activities – they're part of the same system. That the customer you earned yesterday is more valuable than the prospect you'll chase tomorrow. That momentum, properly contained, compounds. The funnel gets you customers. The flywheel keeps them – and turns them into your growth engine. But here's the thing about flywheels that most people miss: they're not about speed. They're about *momentum* – the steady, accumulating force that eventually becomes unstoppable. Not because of any single dramatic push, but because you never stopped pushing. Not because you moved fast and broke things, but because you built something worth sustaining. That Porsche flywheel could charge from empty to full in a single braking zone and discharge over a million times without wearing out. Your business can work the same way: capture value from every interaction, store it in systems you control, release it when you need growth, and do it again tomorrow. Stop thinking in funnels alone. Start building your flywheel. Just make sure you've got containment. --- If you like how I think and write and want more, check out my latest book, live on Amazon: [**The AI-Accelerated GTM Playbook**](https://a.co/d/6Y4lYnj). ### How will marketing teams change within the next five years? URL: https://www.cmoalliance.com/how-will-marketing-teams-change-within-the-next-five-years/ Last updated: 2026-03-23T12:00:10.000Z The marketing org chart is currently undergoing its most significant renovation in a decade. For years, we’ve built teams around specialized silos – [search](https://www.cmoalliance.com/how-ai-is-reshaping-search-in-2025/), [social](https://www.cmoalliance.com/signals-social-platforms-are-sending/), [content](https://www.cmoalliance.com/dont-just-create-content-do-something-with-it/), and [performance](https://www.cmoalliance.com/what-is-performance-marketing/) – but the walls are beginning to thin. As we look toward the next five years, the evolution of the marketing function is less about adding new seats to the table and more about redefining what those seats actually do. ## The future of marketing teams is still deeply human With [AI](https://www.cmoalliance.com/ai-in-marketing-what-to-automate-and-skills-to-preserve-video/) accelerating at pace, it would be easy to assume marketing teams are heading toward a purely automated, efficiency-first future. The reality is more nuanced and far more interesting. According to the [Future of Marketing report](https://www.cmoalliance.com/future-of-marketing-2025-report/), when marketers were asked how their teams would evolve over the next five years, the responses revealed a clear shift in priorities: - Becoming more focused on [storytelling](https://www.cmoalliance.com/story-masters-2-the-structure-of-great-brand-stories/) and [creativity](https://www.cmoalliance.com/why-ai-cant-replace-human-creativity/): **37%** - [Integrating more](https://www.cmoalliance.com/using-ai-to-foster-collaboration-with-julia-goebel-cmo-at-komodo-health/) with other departments: **32.1%** - Becoming more [data-driven](https://www.cmoalliance.com/crafting-data-driven-narratives-that-resonate/): **27.2%** ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/03/data-src-image-5ff358af-8fbf-4ff2-8d76-6e65bbd89ddd.png) Source: [Future of Marketing report](https://www.cmoalliance.com/future-of-marketing-2025-report/) Creativity edges ahead, even as AI adoption grows. That alone says something important. There’s a growing recognition that as automation increases, differentiation becomes harder to achieve through tools alone. What stands out instead is how brands make people feel, how they communicate meaning, and how well they translate complexity into compelling [narratives](https://www.cmoalliance.com/narrative-is-becoming-marketings-most-important-leadership-skill-video/). This is particularly telling given how many marketers express concern that AI could dilute human creativity. Rather than replacing it, many leaders are doubling down on it. As **Burak Yedek, Fractional CMO**, puts it: > “*We're going to shift towards meaning and connection where data and AI reign… Marketers will need more human hallucinations rather than AI… The role will become more intuitive and function as an internal strategy role that connects and reveals the meaning inside a company.*” ## The rise of the hybrid, “person-shaped” marketer Alongside this renewed focus on creativity is a structural shift in how marketing talent is defined. For years, the industry has cycled through different models of specialization – [T-shaped](https://www.cmoalliance.com/what-is-a-t-shaped-marketer/), M-shaped, and beyond. Now, there’s a noticeable return to versatility, but with a modern twist. As **Heather Hurd, Head of Marketing at Zander Labs**, describes it: > “*Here comes the general(ist)... again… I know a little about a lot, and that's worked well for me… when we bring the generalists together, we'll still get plenty of specialized knowledge… creating a well-balanced group that gives the specialists room to shine and allows the generalists to figure out the rest.*” This reflects a broader trend in which marketing teams are becoming ecosystems of complementary strengths, rather than rigid role definitions. Specialists still matter (arguably more than ever), but they operate within fluid, collaborative structures. Generalists act as connectors, bridging strategy, execution, and [cross-functional alignment](https://www.cmoalliance.com/a-blueprint-for-cross-functional-team-leadership/). **Rossana R. Rodgers, CMO at Authena AG**, reinforces this shift: > “*The modern* [*B2B marketing*](https://www.cmoalliance.com/the-fundamentals-of-b2b-marketing/) *team includes data scientists, prompt engineers, and AI content curators alongside strategists. Roles are merging, but strategic clarity and creativity are still irreplaceable.*” For marketing leaders, this creates a new challenge in building teams that are both deep and adaptable, without defaulting to outdated org structures. ## AI will expand teams, not just streamline them AI is now more than just a tool, and is becoming an embedded layer within marketing teams themselves. Rather than replacing roles outright, it’s reshaping how work gets done and who (or what) contributes to it. **Paul Gray, Partner Marketing at Webflow**, captures this shift well: > “*The next-gen marketer will have their own AI ‘team’ – a set of trained agents helping with research, ideation, content,* [*optimization*](https://www.cmoalliance.com/how-to-rank-in-ai-overviews/)*, and analysis… Leadership will mean knowing how to manage both humans and machines.*” This reframes productivity entirely. The leverage of a single marketer increases, but so does the complexity of orchestration. [Is AI helping or hurting your brand? \[eBook\]AI alone won’t save your brand. But with the right systems in place, it can help scale it. This eBook will show you how.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--354.png)CMO AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Is-AI-helping-or-hurting-your-brand---ebook-2.png)](https://www.cmoalliance.com/is-ai-helping-or-hurting-your-brand-ebook/) Similarly, **Chloe Addis, Head of Marketing at Headley Media**, points to where real value will sit: > “*The true skills will lie in the interpretation of results/data and strategic application.*” Execution becomes faster and more scalable. Judgment, interpretation, and decision-making become the differentiators. For CMOs, this means thinking beyond headcount and toward capability design: - How do teams operate with AI embedded into [workflows](https://www.cmoalliance.com/ai-transforming-enterprise-workflows/)? - Who owns outputs generated by machines? - What [new skills](https://www.cmoalliance.com/the-skills-that-matter-and-factors-to-consider-when-applying-for-marketing-roles/) need to be developed internally? ## Marketing is becoming the connective tissue of the business One of the strongest signals in the data is the growing integration of marketing with other functions. Over **32% of marketers** expect deeper collaboration across departments such as sales, product, and IT. This aligns with how marketing’s remit has already evolved. **Fellow marketer, Islam Gouda**, explains: > “*The role has shifted from simply generating* [*awareness*](https://www.cmoalliance.com/brand-health-awareness-dashboard-framework/) *to owning the full customer journey, from* [*acquisition*](https://www.cmoalliance.com/customer-acquisition-strategy-template-framework/) *to* [*retention*](https://www.cmoalliance.com/what-is-retention-marketing-a-guide/)*… marketing teams must now work closely with product, sales, and IT to create unified and measurable experiences.*” Marketing has moved from a downstream function to being embedded across the entire [customer lifecycle](https://www.cmoalliance.com/the-best-competitive-strategy-for-each-stage-in-the-business-lifecycle/). **Jelle Boeser, Head of Brand and Digital Marketing at Royal Canin**, adds: > “*Marketing is shifting from fixed functions to hybrid disciplines. The future belongs to marketers who think cross-functionally by default.*” And from a leadership perspective, this shift is even more pronounced. **Jessica Ruffin, Director of Product Marketing**, puts it simply: > “*The modern marketing leader is part storyteller, part strategist, part unifier… connecting the dots across teams and customer touchpoints.*” For CMOs, this requires a redefinition of influence. Success is increasingly tied to alignment across the business, not just performance within the function. ## The CMO is evolving into a growth architect As marketing becomes more integrated and data-informed, the role of the CMO is expanding accordingly. There’s a clear move away from marketing as a service function and toward marketing as a driver of business strategy and revenue. **Alberto Gerin, CMO at Modefinance**, frames it directly: > “*We're heading to a strategic growth engine, where CMOs are not just brand stewards but revenue architects, data translators, and cross-functional leaders.*” This evolution brings new expectations: - Ownership of growth, not just pipeline contribution - Fluency in financial and operational metrics - Active collaboration with CEOs, [CFOs](https://www.cmoalliance.com/cmo-cfo-collaboration/), and product leaders It also introduces new operating rhythms. Alberto highlights the growing importance of experimentation: > “*Real-time, AI-enhanced A/B testing… will be central to how we lead product adoption, growth loops, and innovation cycles.*” Meanwhile, structural pressures are mounting. As **Charlie Grinnell, Co-CEO at RightMetric**, notes: > “*The org chart is stuck in 2015… We need new operating models, not just new hires.*” The implication is that this transformation must focus on redesigning how marketing actually works. ## New models of leadership and talent are emerging As complexity increases, so does the need for flexible leadership models. One notable shift is the rise of fractional executives, particularly at the CMO level. **Katherine Lehman, Fractional CMO and Founder of KT Creativity**, explains the appeal: > “*The more companies you work for… the more unique your perspective… those insights can make or break an organization that is scaling up or stuck in neutral.*” For organizations navigating rapid change, this model offers access to high-level expertise without long-term commitment. At the same time, it reflects a broader truth that experience diversity is becoming as valuable as tenure. ## What this means for marketing leaders Taken together, these trends point to a fundamental reshaping of marketing teams. - Creativity is becoming a strategic differentiator - Roles are blending into hybrid, flexible skill sets - AI is augmenting teams, not simply reducing them - Marketing is deeply embedded across the business - The CMO role is expanding into growth, strategy, and operations The common thread is orchestration. Marketing leaders are increasingly responsible for connecting systems, people, data, and ideas into something cohesive and impactful. Or, as the industry continues to evolve, perhaps the simplest way to think about it is this: the future marketing team isn’t defined by its structure, but by how well it adapts, collaborates, and creates meaning at scale. ### From playbooks to patterns: How AI is rewriting B2B GTM strategy URL: https://www.cmoalliance.com/from-playbooks-to-patterns-how-ai-is-rewriting-b2b-gtm-strategy/ Last updated: 2026-03-18T12:00:28.000Z For a long time, B2B [go-to-market (GTM) strategy](https://www.cmoalliance.com/one-size-fits-most-approach-to-gtm-strategy/) followed a well-known path. Set your ICP. Draw a map of the funnel. Make plans for campaigns every three months. Give leads from marketing to sales and see what happens. It was organized, repeatable, and worked for a while – mostly because buyers were more predictable and it was easier to control the channels. That world has quietly gone away. [Buyers](https://www.cmoalliance.com/b2b-buyers-are-consumers-too/) today don't go in straight lines or wait for campaigns to "activate" them. They do their research, switch between channels, get more people involved, and expect things to be relevant before they even raise their hands. Most decisions have already been made by the time teams see a deal coming together. In this situation, static playbooks don't work well because they are made for sequences, not signals. AI doesn't just speed up old processes; it changes the way GTM works. Rather than simply following set plans, AI-powered systems watch for patterns as they happen – like changes in intent, [behavior](https://www.cmoalliance.com/understanding-human-search-behavior-patterns/), and early signs of demand. They’re always learning, changing their targeting and messaging in real time, and connecting what they learn across marketing, sales, and product. [!["Companies that see GTM as a living system instead of a quarterly plan will have even more of an edge. Those who don't will find it harder and harder to keep up with how B2B buying really works. – Daisy Zhang, Global Digital Growth Manager at Radware](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/03/data-src-image-fb1ddcb9-1af4-412f-b954-8d70c58c461d.png)](https://www.cmoalliance.com/from-playbooks-to-patterns-how-ai-is-rewriting-b2b-gtm-strategy) This change from playbooks to patterns is structural. Companies that see GTM as a living system instead of a quarterly plan will have even more of an edge. Those who don't will find it harder and harder to keep up with how B2B buying really works. ## The problems with old GTM playbooks Traditional GTM methods make things clear and predictable: set up an ICP, create campaigns, move leads through the funnel, and check performance every three months. But there are now some clear structural problems: ### 1\. Fixed ideas in a changing world Standard ICPs, which are usually based on firmographics or industries, think that past deals can tell you what will happen in the future. In reality, buyer priorities change quickly based on the economy, how people use technology, and how competitors act. Studies [show](https://www.forbes.com/councils/forbescommunicationscouncil/2024/11/22/how-five-key-trends-are-shaping-the-next-wave-of-b2b-marketing/) that B2B buying journeys are no longer straight lines. Buyers skip steps, loop back, and often do a lot of the discovery work online before talking to vendors directly. This complexity makes static funnel stages less useful. ### 2\. Feedback loops that are too slow It's not good enough to wait a few months or even a quarter between [launching a campaign](https://www.cmoalliance.com/achieving-faster-campaign-launches/) and evaluating its success. The market has already changed by the time traditional analytics show a change in how buyers act. CMOs have [found](https://www.businessinsider.com/ai-b2b-content-marketing-automation-2025-9) that AI automation can speed up content creation and bring trends to light sooner. However, without a system that can adapt, insights still take too long to get back to you. ### 3\. Sales and marketing departments often don’t work together MQL to SQL, sales to account teams, and so on are all examples of handoffs in traditional models. But data [shows](https://www.forbes.com/councils/forbescommunicationscouncil/2024/11/22/how-five-key-trends-are-shaping-the-next-wave-of-b2b-marketing/) that sales and marketing often have trouble agreeing on what buyers want and what signals they are sending, which can hurt revenue. People who buy things today want to see the whole experience. Separate GTM functions make that hard and make it harder to work together. In the end, playbooks don't work in markets with a lot of signals and quick changes because they see buyer behavior as stages that can be predicted instead of as patterns that change over time. ## What "pattern-driven GTM" really means A pattern-driven GTM model starts with a simple idea: your [revenue](https://www.cmoalliance.com/what-changes-when-marketing-gets-closer-to-revenue/) engine shouldn't be based on set rules. It needs to learn. Instead of following a set order of campaigns and handoffs, the system keeps an eye on the market and changes how it acts when it sees new signals. It's not mysterious or abstract what AI does here. It's useful. Today's machine-learning [systems are adept](https://www.researchgate.net/publication/389173710%5FAI%5FPattern%5FRecognition%5Fand%5Fits%5FFeatures?) at finding connections in data that are too subtle, too noisy, or too fast-moving for people to keep track of. They look at thousands of small actions, like page visits, content engagement, product use, and response timing, and find patterns that show where interest is growing or fading. That ability shows up in GTM in a few very clear ways: 1. **The idea of a fixed ICP starts to fade.** The system doesn't lock in personas at the beginning of the year. Instead, it groups accounts based on how they act over time. Accounts that act in similar ways start to group together, even if they don't look the same on paper. 2. **You don't wait for intent; you see it.** Instead of relying on form fills or stage changes in a CRM, the system looks for early signs of buying momentum, such as repeated content consumption, changes in usage patterns, and activity from multiple stakeholders. 3. **Messages stop being fixed.** Outreach and content change based on what someone is doing right now, not what group they were put in months ago. Not campaign calendars, but the tone, timing, and focus change based on the situation. When you put all of this together, it shows a shift away from GTM based on averages and assumptions and toward GTM that reacts to real behavior as it happens. It's not so much about sticking to a plan as it is about spotting patterns early and doing something about them before they lose their value. ## How AI is changing the GTM stack AI is changing the basic parts of the GTM technology stack in marketing, sales, and revenue operations. [![Comparison diagram titled “Evolution of the GTM tech stack” contrasting a traditional stack (data sources, CRM/marketing automation, lead scoring, campaign execution, quarterly reporting) with an AI-powered stack (unified signal layer combining behavior, intent and product data; AI intelligence layer for pattern detection and prediction; dynamic orchestration for real-time targeting and personalized messaging; continuous optimization through always-on experimentation).](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/03/data-src-image-5a9c7e9f-1a2a-440c-870e-dee1e072d328.png)](https://www.cmoalliance.com/from-playbooks-to-patterns-how-ai-is-rewriting-b2b-gtm-strategy) ### Combining intent and signal Modern GTM systems combine signals from many sources, such as behavioral, contextual, and external intent datasets, into single views. These combined signals let AI score and rank accounts much more accurately than just simple lead scoring. McKinsey [points out](https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/unlocking-profitable-b2b-growth-through-gen-ai) that AI can combine data from different sources to help make better decisions faster and set better priorities. ### Scoring and predictive ICP AI models look at patterns in past deals and use those patterns to [make predictions](https://www.cmoalliance.com/the-predictive-revolution-how-marketing-is-learning-to-see-around-corners/) about new accounts. This lets businesses guess what actions lead to a desire to buy, instead of just looking at fixed factors like size or industry. ### Personalization and adaptive messaging Generative AI and NLP systems let you send messages that change based on what's going on right now. For example, you could change your outreach based on how people have interacted with your content or products recently. This feature changes campaigns from fixed sequences to flexible systems that can change while they are running. ### Independent optimization AI can try out different messages, offers, and times, and then quickly shift the focus to the strategies that work best. This "continuous experiment" way of thinking moves away from quarterly A/B testing and toward always-on optimization. ## From funnel thinking to dynamic growth loops The classic funnel shape – top, middle, bottom – doesn't show how B2B buying really works anymore. Buyers don't neatly go through stages. They learn new things along the way and change direction, stop, loop back, and bring in new stakeholders. Thus, GTM strategies based on linear progression are increasingly out of touch with the market. Instead, a **looped model** is forming, where each action affects the next one. A spike in product use, a return visit to pricing, and attendance at a webinar all add context to each other. That context goes back into the system and changes [how accounts are prioritized](https://www.cmoalliance.com/importance-of-tiering-accounts-abm/), which messages are shown, and where teams should focus next. When this feedback loop runs almost in real time, the company starts to act differently. The marketing, sales, and product teams no longer have to wait for reports or quarterly reviews. They’re reacting to the same real-time picture of demand, changing course as patterns emerge instead of after performance has already gone off track. This isn't about making current campaigns run faster or automating them. It's a change in the way GTM decisions are made. Companies are starting to let live signals decide when, how much, and how involved they are in activities instead of sticking to fixed calendars and planned stages. This makes GTM a system that changes all the time instead of a series of planned steps. ## The new jobs in B2B marketing teams As go-to-market strategies become more flexible and based on data, the [marketing team](https://www.cmoalliance.com/how-are-cmos-structuring-their-teams-in-2025/) will have to change to keep up. It's not enough to just add a few AI tools to the stack. You need to rethink who owns decision logic, how insights flow, and where accountability lies. ### The rise of strategic data architects One of the biggest changes is the rise of what I call "**strategic data architects**". They operate at the crossroads of marketing, sales, and engineering, turning business questions into data models and signal frameworks. Their job is to make sure that the company doesn't have too much data but is organized in a way that makes it easy to make decisions in real time. They work closely with engineers and data scientists, but they know as much about revenue priorities as they do about pipelines and APIs. ### The emergence of AI-native demand strategists Along with them, we are seeing the rise of **demand strategists** who are native to AI. They don't start with a set order of emails or ads like traditional campaign managers do. They start with guesses, predictive models, and feedback loops. They know how to read what the algorithms are showing them, like which accounts are getting more attention and which messages work best in which situations. Then they change the programmes to fit. They don't launch campaigns as much as they steer a living system. ### The changing role of RevOps The job of **revenue operations** is also very different. [RevOps](https://www.revenueoperationsalliance.com/what-is-revenue-operations-revops/) can't just be a back-office reporting unit that focuses on CRM hygiene and attribution models anymore. RevOps is the glue that holds the revenue engine together in a pattern-driven environment. It makes sure that data definitions are the same across teams, that automation layers can talk to each other, and that AI outputs are actually used in frontline workflows. RevOps is often the closest thing to a systems architect for the whole GTM function in many companies. --- Together, these changes reveal a broader shift in people's thinking. Marketing teams are moving away from following set plans and toward creating, keeping up, and improving adaptive systems. Having the best campaign calendar is no longer what gives you an edge over your competitors. It comes from making a revenue organization that can learn and [adapt](https://www.cmoalliance.com/adaptability-resilience-and-the-value-of-diverse-experience/) faster than the market around it. ## A maturity model: From patterns to playbooks As companies adopt AI-driven GTM, they go through [different stages of growth](https://www.forbes.com/councils/forbestechcouncil/2025/01/03/ai-in-b2b-marketing-from-hype-to-essential-growth-driver/): [![Diagram titled “AI-driven GTM maturity model” showing four stages connected in sequence: 1) Standard playbooks + AI tools, 2) AI-enhanced targeting and messaging, 3) Campaigns based on signals, and 4) Adaptive GTM systems.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/03/data-src-image-697a3aa5-34bf-4a15-b42b-c726eb4f7de0.png)](https://www.cmoalliance.com/from-playbooks-to-patterns-how-ai-is-rewriting-b2b-gtm-strategy) ### Stage 1: Standard playbooks and AI tools Early adoption means using AI for certain tasks, like making content or improving leads, while the overall strategy stays the same. AI is an extra feature, not the main one. ### Stage 2: AI helps with targeting and messaging AI started to help with ICP refinement and message personalization, but people are still in charge of when and how campaigns run. ### Step 3: Campaigns based on signals AI constantly checks intents and changes targeting and messaging on the fly. Campaigns go from being based on a schedule to being based on an event. ### Stage 4: GTM systems that can adapt to anything AI systems find patterns and change GTM priorities on their own across channels, changing how much money is spent, what messages are sent, and how people interact in real time. This last step is similar to autonomous revenue systems, where AI constantly adjusts strategy to fit the changing market. ## Real-world business scenarios ### IBM: AI as a layer for strategic decisions IBM's [research](https://www.ibm.com/think/insights/ai-drive-strategic-outcomes) and AI practice focuses on using AI as a decision-making tool across all parts of a business, not just as a way to make things more efficient. This systemic view makes GTM fit with the goals of the organization and makes it easier to change decisions quickly. ### McKinsey Insight: Setting priorities in real time McKinsey's [research](https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/five-ways-b2b-sales-leaders-can-win-with-tech-and-ai?) shows that AI can combine data from many different sources to find useful insights. This lets sellers focus on the next best actions before traditional signals even show up. ### Trends in large B2B surveys Recent [surveys](https://www.on24.com/blog/the-state-of-ai-in-b2b-marketing/?) show that most B2B companies are actively putting money into AI for marketing and intent signal detection. This shows that the industry knows that AI is no longer optional but essential for competitive GTM. ## In conclusion Moving from static playbooks to pattern-driven GTM is not just an upgrade to the tools; it's a change in strategy. It sees GTM as a system that is always changing and adapting, with AI as the main interpreter of patterns and decision-maker. It's clear what senior B2B leaders need to do: start restructuring revenue architectures right away. Move teams around, put money into signal-centric data infrastructure, and use AI as the decision layer that replaces fragile playbooks with strong, pattern-aware strategy. You won't just make execution better; you'll also change how revenue is made on a large scale in the AI era. ### CMO Summit | New York 2026 URL: https://www.cmoalliance.com/cmo-summit-new-york-2026-2/ Last updated: 2026-03-16T16:28:05.000Z Catch up with all the action from CMO Summit New York 2026. Learn from marketing experts from the likes of Consumer Reports, J.P. Morgan, Blood Cancer United & more. _This post is for paying subscribers only._ ### 5 affordable ways to build long-term customer loyalty URL: https://www.cmoalliance.com/5-affordable-ways-to-build-long-term-customer-loyalty/ Last updated: 2026-03-16T12:00:10.000Z [Finding new clients](https://www.cmoalliance.com/a-beginners-guide-to-customer-acquisition/) is an important skill for businesses to master. Not only does it help the organization add new revenue sources, but it can also be a vital part of building a solid reputation in the industry and successfully expanding into new markets. However, simply chasing after new business isn’t necessarily a great strategy when trying to build stable sources of income. At some point, the well runs dry, and you need to rely on the customer base you’ve already established to keep the momentum going for your business. This requires a dedicated focus on [building long-term relationships with customers](https://www.cmoalliance.com/ways-ai-can-help-you-build-stronger-connections-with-your-customers/) instead of getting excited about the first couple of transactions and moving on to the next. But how do you achieve this goal without breaking the bank? Below, we’ll cover five strategies you can use to start building long-term customer loyalty affordably. ## 1\. Tailoring marketing messages If you’re noticing that your marketing messages aren’t [providing the ROI](https://www.cmoalliance.com/the-roi-of-content-marketing/) you had hoped for, it doesn’t necessarily mean it's a wasted effort. Often, it’s simply the delivery of those messages that needs to be tweaked, not the content itself. Think about it – what are your customers looking for when they hand over their email address or subscribe to a social media feed? In most cases, they feel like the brand delivers enough value to follow and hear from. At the same time, though, they’re trusting that the company isn’t going to just spam them with generic marketing materials that aren’t helpful to them. Regularly sending out mass-market messages designed to appeal to a wider audience can fall flat for individuals who have very specific needs and interests. These messages clog up inboxes and are rarely opened because they’re not [personalized](https://www.cmoalliance.com/the-importance-of-personalization-in-digital-marketing/) enough for your customers. Making your communications feel more personal doesn’t even have to require a lot of extra planning or administration. A good starting point is to simply address recipients by name and use their transactional history to automatically identify which marketing messages are likely to gain interest before sending them. When you use your customer’s purchasing history with the company to recommend specific products or services that align with their actual needs, your marketing messages evolve from a simple notification to an actual helpful resource customers can use and reference. ## 2\. Maintaining consistent service standards No business is perfect. Over time, shipments might be delayed, customer support might take longer than it should, or applications and services might experience unexpected downtime. The good news is that most customers don’t expect your business to be perfect. However, they expect the company to learn from its [mistakes](https://www.cmoalliance.com/the-biggest-mistakes-cmos-make-video/) and continue to offer them the best it can. Companies should view less-than-adequate customer experiences as an opportunity to really stand out from other organizations. Focusing on the solution instead of the problem itself is important, but this doesn’t mean you should revisit the problem to see how it can be fixed moving forward. One way to ensure this remains the case is to empower employees to make quicker decisions for customers. This avoids a customer having to hear “let me check with my manager” too often and instead gets an answer to their issues faster. Speed, [empathy](https://www.cmoalliance.com/the-power-of-empathetic-leadership-of-a-brand/), and ownership are all currencies here. When a business owns a mistake without making excuses, it humanizes the brand and builds goodwill with customers over the long term. ## 3\. Establishing a dedicated user community When you’re trying to establish your brand, it’s important to remember that your customers are often looking for more than someone to source products and services from. Many times, people gravitate towards groups or organizations that share their own values and interests. As a business, you have an opportunity to address this need by [creating a user community](https://www.cmoalliance.com/7-mistakes-to-avoid-when-building-a-brand-community/) where your customers can share their thoughts and ideas on topics relevant to your industry while also being connected directly with your brand. There are many ways to do this, such as setting up groups on social media or creating your own branded forum. Another way to create an engaging community is to regularly contribute to the comment sections of your product or service listings. Respond to any questions or concerns that are raised and regularly look for ways you can connect to your customers. ## 4\. Developing long-term incentive plans [Creating customer incentive programs](https://www.cmoalliance.com/how-to-build-a-customer-referral-program/) is a great way to start building more loyalty from customers from your very first interactions. The key to these initiatives, however, is simplicity and attainability. While some businesses choose to create highly detailed or complex incentive programs with various stipulations or blackout dates, these can become a source of confusion for customers and actually lead to less engagement than hoped for. Instead, implementing a more approachable incentive plan for customers is often the best course to take. For example, if a customer knows that spending $100 gets them $10 back, that’s easy math and quickly expresses the value they’re gaining. You could also build your incentive plans on the ability to accumulate points. These points could then be exchanged for [gift cards or other financial rewards](https://blackhawknetwork.com/resources/blog/gc-egc-ungated/all/may2025/rise-egift-cards-why-digital-gift-cards-are-dominating-market) that actually matter to the customer. ## 5\. Sourcing actionable customer data A crucial component in [creating more loyalty with your customers](https://www.cmoalliance.com/9-retention-marketing-strategies/) is to consistently ensure that your business isn’t just “meeting” customer needs, but anticipating and exceeding them. But simply trying to guess what your customers want is not the way forward. Asking customers directly and listening to their feedback is a much safer strategy. Input from your customers can be invaluable. Distributing a brief feedback questionnaire following a transaction or a project wrap-up, and even by providing some form of incentive for completing a survey, can help you gather useful intelligence. But here lies the trap – many companies collect data, but few actually act on it. There’s nothing more frustrating for a customer than filling out a survey about a recurring issue, only to see that issue persist six months later. Compiling survey results is only one part of the puzzle. You also want to make sure you’re analyzing all the data it contains and approaching this analysis with a receptive mindset. It isn’t always easy to read critical feedback, but that friction is where growth happens. The business should be prepared to implement necessary adjustments based on the recommendations received. If a business changes a policy, updates a feature, or adjusts its service hours based on customer feedback, they should make sure they mention the reasoning behind it. Sending an email that says, "You asked for this, so we did it," is a powerful message for both current and potential customers. It signals that the business genuinely values their viewpoints and is prepared to adapt. It also validates the time the customer spent giving the feedback in the first place. ## Start strengthening your customer relationships While acquiring new customers is always an important goal to have as a business, it’s equally important to have effective strategies in place for [strengthening the relationships you’ve already established](https://www.cmoalliance.com/driving-brand-loyalty-and-customer-satisfaction/). By implementing the strategies outlined, you’ll be able to establish a much more dedicated brand community while helping to achieve natural growth for your business over time. ### The secret to making your product feel priceless URL: https://www.cmoalliance.com/the-secret-to-making-your-product-feel-priceless/ Last updated: 2026-03-13T15:00:10.000Z Have you ever sat across from a recruiter who said you're amazing, you've got all [the right skills](https://www.cmoalliance.com/the-skills-that-matter-and-factors-to-consider-when-applying-for-marketing-roles/), you're a great marketer... but you don't have the industry experience? Yeah, me too. But if you're really good at something, how much does the specific industry really matter? This question has haunted me throughout my entire career. From my early days at Adidas, through my transition into tech, and now at OWOW, where we invest in companies and build partnerships. Each time I wanted to make a move, I heard the same thing: "That's different. You can't do that. It's not the same." But here's what I've learned after partnering with a company that created a product sold for over $850 million (yes, you read that right): your value doesn't decrease based on someone's inability to see your worth. ## The neuroscience of value Last year, I discovered a book that changed how I think about marketing: Emily Falk's "What We Value." Emily isn't a marketer – she's a neuroscientist. In my opinion, the best marketing books aren't written by marketers. They're written by people who understand why human beings [make certain choices](https://www.cmoalliance.com/untitled/). [![Book cover: What We Value: The Neuroscience of Choice and Change by Emily Falk](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/03/data-src-image-ecce940d-602e-4941-8efd-7218e42117b8.jpeg)](https://www.cmoalliance.com/the-secret-to-making-your-product-feel-priceless) The most fascinating thing I learned is that we all have a physical value system in our brains – the prefrontal medial cortex and the ventral striatum. These areas light up every time you choose Coke over Pepsi, or Pizza Hut over Papa John’s. This system never switches off; you’re constantly adapting your value system throughout the day. As Emily puts it… "The value system tracks the subjective value of different things, regardless of whether the person is consciously trying to make a decision about them. "When you're scrolling through social media, passively consuming ads, our value systems are still registering the inputs, even if we aren't actively paying attention to them." This is what your brain is dealing with every single day: constant information overload, with every ad and message subtly influencing your value system. No wonder you’re tired by the time 8 pm rolls around! For expert insights like this straight to your inbox twice a month, sign up for Pro+ membership. You'll also get access to a range of certifications, a complimentary Summit ticket, 50+ tried-and-true templates, members-only workshops, and **much* more. So, what are you waiting for? [Fast-track your marketing career ](https://www.cmoalliance.com/pro-plus-membership/?utm%5Fsource=ghost&utm%5Fmedium=resources&utm%5Fcampaign=content) ## The five senses of value We're in the feelings business. We're trying to change how people feel about a product, a brand, a market, or a competitor. But here's something I learned from Emily's book: we don't really understand the difference between **feelings** and **emotions**. [![Comic-style image of a heart on the left with "FEELINGS" written underneath and a picture of a brain on the right with "EMOTIONS" written underneath it. ](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/03/data-src-image-16a7b585-85d3-4c8e-9b77-267c3dae220b.png)](https://www.cmoalliance.com/the-secret-to-making-your-product-feel-priceless) Feelings are the conscious experience of emotional states. You know, "I feel great about this brand" or "I hate this competitor." Emotions are different. They're bodily responses to stimuli. It's possible to have emotions without feelings, but not possible to have feelings without emotions. So, if we want to [influence how people feel](https://www.cmoalliance.com/emotional-marketing-does-it-really-work/), we first need to understand how emotions are triggered. And there’s a surprisingly simple answer: **through the senses**. Our senses are the pathway to the brain, and they ultimately determine how much value we perceive in a product. Let’s break down each one. ### Sight Every landing page, every piece of messaging – it's all trying to influence our eyeballs. But it's gotten really difficult. When I was at Adidas, all I had to do was make you like Adidas more than Nike. Like the stripes more than the swoosh, and I'd done my job. Life isn't like that anymore. We're bombarded with visual information. But our brains have a unique way of dealing with it. They reduce cognitive load by making us focus on the most interesting version of what we see. That's the neuroscience behind [positioning](https://www.cmoalliance.com/brand-positioning-strategy-framework-template/) – if I make one thing more interesting than the thousands of other things on the shelf, your value system will do the rest. ### Sound We don't invest enough in sound, and that's a mistake. Sound is really powerful for turning emotions into memories and influencing our value system. The science shows that [sounds are much more effective than visuals for driving brand recall](https://a-mnemonic.com/why-we-remember-sonic-logos-more-than-visual-ones/). Want proof? Hit play below. The power of sound 0:00 /4.063492 1× I bet your dopamine levels just spiked because you thought you were about to watch your favorite Netflix show instead of reading this article. That's brand value – two little notes that connect with you instantly through emotional resonance. ### Smell Now, I'm not asking you to design a signature smell for your B2B automation company... but maybe you should? _This post is for paying subscribers only._ ### CMO Insights Report Survey 2026 URL: https://www.cmoalliance.com/cmo-insights-report-survey-2026/ Last updated: 2026-03-12T12:06:38.000Z Marketing leaders everywhere are grappling with the same set of questions: - How do we **prove marketing’s contribution to revenue**? - Where should **AI actually sit inside the marketing organization**? - How do we balance **short-term pipeline with long-term brand trust**? - How do marketing teams **work better with sales, product, and leadership**? The reality is that the scope of the CMO role looks *very* different than it did even a few years ago. And these are just ***some*** of the many challenges facing leadership right now. Across industries and organizations, marketing leaders are navigating these pressures without always having a clear picture of how their peers might be approaching the same. That’s where your insights and experience come in. [Take our survey](https://docs.google.com/forms/d/e/1FAIpQLSfucP3BI9Huw8sdMS4LaF58a-BNFSTC8ty3xWz9W-Yjxb0tkg/viewform?usp=header) # **Help us understand modern marketing leadership** By gathering insights from leaders across multiple sectors, backgrounds, and industries, the research examines how organizations are approaching questions around growth strategy, brand investment, marketing measurement, and the role of AI within modern marketing teams. The goal is to document how experienced leaders are thinking about the decisions shaping their organizations. And each response contributes to a broader view of how marketing is practiced at the leadership level, helping the community better understand where priorities are shifting and how teams are adapting. But we need input from leaders like you. And all it takes is **10 minutes.** [![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/03/CMOA_Article_Banner_ReporteBook.png)](https://docs.google.com/forms/d/e/1FAIpQLSfucP3BI9Huw8sdMS4LaF58a-BNFSTC8ty3xWz9W-Yjxb0tkg/viewform?usp=header) # **What this year’s research will explore** We’ll ask you a few key questions to help shape this year’s research, including: - Which marketing channels are contributing most to your revenue goals? - What is the most important metric you use to demonstrate marketing’s impact on the business? - How is AI currently changing the way your marketing team operates? - How does marketing collaborate with teams like sales, product, or finance? - What marketing shift do leaders need to prepare for now to stay competitive in 2026? [Share your perspective](https://docs.google.com/forms/d/e/1FAIpQLSfucP3BI9Huw8sdMS4LaF58a-BNFSTC8ty3xWz9W-Yjxb0tkg/viewform?usp=header) # **Why should you take this survey?** Marketing leaders are making strategic decisions in an environment that continues to shift quickly. The more perspectives we gather, the more valuable this research becomes for the wider marketing community. If you’re currently leading marketing within your organization, we would greatly value your contribution. [Have your say](https://docs.google.com/forms/d/e/1FAIpQLSfucP3BI9Huw8sdMS4LaF58a-BNFSTC8ty3xWz9W-Yjxb0tkg/viewform?usp=header) ### When and how CMOs should use marketing strategy consultants URL: https://www.cmoalliance.com/when-and-how-cmos-should-use-marketing-strategy-consultants/ Last updated: 2026-03-12T11:00:10.000Z Every CMO eventually faces the consultant question. Maybe revenue has stalled, and the board is pushing for outside expertise. Maybe you're eyeing a new market and realize your team has never done international expansion. Or maybe, if you're being honest with yourself, you already know what needs to happen, but need someone else to say it out loud and validate it before you go to the rest of the executive leadership team. Strategy consultants can be transformative. They can also be expensive exercises in validating decisions you've already made. The difference comes down to timing, openness, and whether you're hiring for transformation or permission. After 17 years of building internally and advising marketing teams, I've seen both outcomes. Here's how to know which one you're setting yourself up for. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/03/Katherine-quote---headshot.png) ## **When consultants actually pay off** The highest ROI on consultant engagements tends to be when the company is entering unfamiliar territory and needs someone who has navigated that terrain before. This could be motions such as preparing for a funding round, navigating M&A, expanding into a new geography, moving upmarket, or launching a product-led growth motion for the first time. These are inflection points where the cost of learning by trial and error far exceeds the cost of hiring someone who has done it twenty times. Even the best marketers aren’t good at everything. Wisdom is knowing when to ask for help or seek outside counsel. I worked with a [B2B](https://www.cmoalliance.com/tag/b2b-marketing/) SaaS company that needed to shift from selling to "everyone" to a highly targeted ICP in a new country. Their team had never executed that kind of pivot. They didn't know how to narrow their focus without spooking investors accustomed to seeing broad pipeline numbers. Saying “no” to inbound that didn’t match their ICP seemed like leaving money on the table. They needed someone to guide the transition and set realistic expectations for how long the payoff would take. The pitch was simple: another year of the same approach, and they wouldn't survive. A year of building in the right direction to the right people, and they'd thrive. Eight months later, they had $28M in pipeline, up from $3M. That's a consultant engagement that paid for itself many times over. Could they have figured it out with some elaborate late-night ChatGPT sessions? Maybe. Would it have been as effective? Doubtful. The information isn’t the only thing you need; it’s the action plan and the “how” that goes with it. The pattern in successful engagements is clear: the company faces a strategic challenge outside its experience. They're genuinely open to changing course based on what they learn. And they have the organizational will to act on recommendations, even uncomfortable ones. ## **When consultants become expensive validation** Here's the uncomfortable truth I’ve found: many consultant engagements aren't really about getting advice. They're about getting permission. You already know you need to fire that agency. You already know your [demand gen](https://www.cmoalliance.com/tag/demand-generation/) leader is actually a [brand marketer](https://www.cmoalliance.com/brand-marketing-vs-performance-marketing/) who's in over their head. You already know the tech stack is a mess, and someone needs to own the rebuild. But making those calls is hard, politically fraught, or just unpleasant. You avoid the discomfort and keep the status quo instead, until revenue is way down and investors are screaming. Then you bring in a consultant to tell you what you already know, hoping that external validation will make the hard decision easier. It doesn't work. Or rather, it works a little bit and then falls apart. I've seen this play out painfully. A company brought in a consultant because revenue was stalled, and they couldn't figure out why. The real issue was a leader mismatch: a brand marketer was trying to run demand generation and dragging the team down. They had brilliantly navigated a merger and new brand identity, but now couldn’t convert the brand into revenue. The consultant identified this clearly. The company already knew. The board already knew. They liked the leader, but they wanted someone else to tell them that it was time. The company made that one change because they'd already decided it was necessary. But they ignored the rest of the rebuild recommendations. The result was another year of chaos instead of sustainable growth. Employees left, sales pointed fingers at marketing, and the demand generation engine stalled out. Which led to another consultant being brought in the following year to repeat the entire diagnostic process. Two years and significant consulting fees later, they were back where they started, with fewer employees and more scar tissue. The red flag in that engagement was visible from the beginning: the CEO wasn't open to change that he hadn't already deemed necessary. He wanted validation, not advice. If you find yourself hoping a consultant will confirm what you've already decided, save your money and make the decision yourself. ## **The PE and VC Board dynamic** There's another scenario that derails consultant engagements: when the CMO doesn't get to choose who's in the room. We've all seen it. New leadership brings in their old team. Board members and PE firms insist on using consultants they know. The pattern makes sense from their perspective. They go where they have established trust. But this creates a problematic dynamic. The CMO may have a great consultant in their network who understands their specific challenges, one who bridges the gap in their known skills. They get overruled by investors who want their preferred firm. That firm has a direct line to the money and may be more interested in preserving their ongoing engagement than delivering recommendations the CMO can actually use. They want to bring in (often expensive) external resources in the hope of going faster, but often don’t because of poor implementation and lack of team buy-in. The result is a situation where the CMO disagrees with the consultant's recommendations, but leadership loves them. The CMO ends up holding the bag on running a team, strategy, and plan that they didn't help shape. That's not a recipe for success. If you find yourself in this position, a few approaches can help. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/03/CMOs-and-consultants.png) **Try to gain allyship with the consultant.** Even if you didn't choose them, you have to work with them. Find common ground where you can. The consultant may be more flexible than their initial mandate suggests, especially if you can show them you're genuinely trying to drive results. **Push back where you can.** You may not win every battle, but selective, well-reasoned pushback establishes that you're engaged and thinking critically, not just going along passively. **Be firm and document.** Put your concerns and alternative recommendations in writing. If the engagement goes sideways, you'll have a record of what you flagged and when. **Follow the money.** [ROI](https://www.cmoalliance.com/rethinking-attribution-how-to-prove-marketing-roi-video/) conversations get attention from the people holding the purse strings. If you can frame your concerns in terms of revenue impact and efficiency, you're more likely to be heard than if you're arguing about methodology or approach. ## **Three questions before you hire** Before engaging a strategy consultant, pressure-test your own readiness with these questions: ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/03/Three-questions-for-hiring-consultants.png) **1\. Are we entering unfamiliar territory, or do we already know what needs to happen?** If you're expanding into a new market, launching a new [GTM](https://www.cmoalliance.com/tag/go-to-market/) motion, or preparing for a major transaction, outside expertise makes sense. If you're trying to avoid making a hard internal decision, save your money and make the call yourself. Budgets aren’t what they used to be, so don’t waste them on getting advice you don’t need. **2\. Is leadership genuinely open to acting on recommendations we don't expect?** A consultant's value comes from telling you things you don't already know and challenging assumptions you haven't questioned. Their outside perspective on things you may be too close to is invaluable. If the CEO or board will only accept recommendations that confirm existing plans, the engagement is already compromised. **3\. Will the CMO have meaningful input on selecting and working with the consultant?** If the consultant is being imposed from above with no CMO involvement, the engagement is likely designed to validate someone else's conclusion. That doesn't mean you can't make it work, but go in with clear eyes about the dynamic. If you answered "unfamiliar territory," "yes, genuinely open," and "yes, meaningful input," you're positioned to get real value from a consultant engagement. If not, you might be paying for expensive validation. And that's a problem you can solve without writing a check. ### The importance of characters in marketing stories URL: https://www.cmoalliance.com/story-masters-3-the-characters-in-your-brand-stories/ Last updated: 2026-03-10T15:21:38.000Z In literary criticism, we often assign characters clearly defined roles within a story – the protagonist, the antagonist, the guide, and so on. These traditional character roles can be powerful tools for crafting [compelling marketing narratives that truly engage audiences](https://www.cmoalliance.com/story-masters-2-the-structure-of-great-brand-stories/). Marketing is fundamentally about forging human connections and relationships. What better way to achieve that than by structuring your brand storytelling around the archetypal character dynamics that have resonated across cultures and centuries of human storytelling? ## The role of change: The hero’s journey Regardless of specific character roles, change is the crucial constant driving any compelling story. Change is the most important element for powerful storytelling, and it's also vital for authentic character development. My advice is to craft characters that undergo meaningful transformation over the course of the narrative. The initially brash character should show some vulnerability by the end, while the timid persona demonstrates newfound strength and resilience. There must be an element of change, or the audience won't be able to forge an emotional connection with the character. However, I must emphasize that this change can't feel abrupt or unmotivated. You can't simply have characters transform at the flip of a switch. Their evolution must organically fit the narrative groundwork you've laid and align with how the character was originally established. Otherwise, it will come across as contrived and unrealistic. [Joining the movements that matter through marketingElliott Rayner, CMO of ARION, covers everything from why movement marketing can be so effective, to different examples and approaches so you can develop your own strategies.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2021/02/CMO_Alliance-Colour-Logomark_tiny.png)CMO AllianceWill Whitham![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2022/03/man-running-mountains-image.jpg)](https://www.cmoalliance.com/joining-the-movements-that-matter-through-marketing/) ## Brands as characters Just as we perceive vibrant personalities in the people around us, audiences also view brands through the lens of distinct characters. The goal is for people to think, "That brand is such a character!" This shows you've imbued your brand with a distinctive identity comprised of relatable personality traits. Yet brand personalities, like human personas, require room for growth and development. Give your [brand clearly defined traits](https://www.cmoalliance.com/your-micro-level-brand-purpose/), but allow it to naturally evolve over time. You can't have a brand's perceived personality shift overnight or act in a way that feels jarringly out-of-character. Audiences won't find such inorganic changes believable or trustworthy. 📚 ****Want to take your storytelling skills to the next level? Our Storytelling Certified: Masters Course might be just the thing you need to start a new chapter.** [****Find out more**](https://certified.cmoalliance.io/p/storytelling-certified-masters)****.** ### Brand mascot vs brand character vs brand archetype These three terms often get used interchangeably in briefs and stakeholder conversations, which creates confusion when teams try to align on creative direction. They're related concepts, but they serve different functions in brand strategy. A **brand mascot** is a visible, often visual asset that represents the brand in communications. Think the Geico Gecko, Tony the Tiger, or the Michelin Man. Mascots are recognisable symbols designed for memorability and consistency across touchpoints. They may have personality traits, but their primary job is identification and recall. A **brand character** is a narrative persona, a more fully developed identity that includes voice, motivations, relationships, and behavioural patterns. A brand character might be embodied by a mascot, but it doesn't have to be. Slack has a distinct brand character (witty, helpful, slightly irreverent) without a mascot. The character is the personality that shows up in copy, customer interactions, and content, regardless of whether there's a visual figure attached. A **brand archetype** is a strategic pattern or lens drawn from universal storytelling frameworks. Archetypes like the Hero, the Sage, the Rebel, or the Caregiver provide a foundational template for how the brand relates to its audience and the world. An archetype informs the character, but it's not the character itself. Multiple brands can share the same archetype (Nike and Red Bull are both Hero brands) while having completely different characters. | Term | What it is | Primary function | Example | | --------- | --------------------------------------------- | ------------------------------------------------ | ------------------------------- | | Mascot | Visual/symbolic asset | Recognition and recall | Geico Gecko | | Character | Narrative persona with voice and traits | Consistency of personality across touchpoints | Slack's witty, supportive voice | | Archetype | Strategic pattern from universal storytelling | Foundational positioning and emotional resonance | Nike as the Hero archetype | **When to use each:** Use a mascot when you need a distinctive visual anchor, particularly in categories where differentiation is difficult and frequency of exposure is high (insurance, CPG, fast food). Use a brand character when you need to govern voice and behavior across teams, channels, and campaigns. Use an archetype when you're establishing or revisiting foundational [positioning](https://www.cmoalliance.com/product-positioning-template-framework/) and need a strategic framework to guide character development. In practice, the most effective brands layer all three. They choose an archetype to anchor their strategic positioning, develop a character that brings that archetype to life with specific traits and voice, and sometimes create a mascot as the visual embodiment of that character. The key is understanding that these are different tools for different jobs, not synonyms to be swapped at will. ### Making an impression Whenever it comes to brand development, you want people to understand who you are and what you do in no more than two seconds. If your character is not well defined, it's going to take a lot of effort from that potential customer to understand who you are, and they're not going to do it. It's like making connections in the real world you have just a few seconds to make a good impression. 💡 Your FREE career-boosting toolkit from the world's top companies awaits. [Become an Insider member today](https://www.cmoalliance.com/#/portal/). ### Finding authenticity While focus groups can sometimes help you refine your messaging, I caution against allowing them to determine your brand's entire personality. The danger is that you'll aim to please everyone and end up feeling flat and inauthentic as a result. Instead, I recommend allowing the brand identity to emerge organically from the company's [fundamental purpose](https://www.cmoalliance.com/the-problem-with-purposewashing-for-cmos-and-brands/) and the authentic personal stories of the founders. Then, carefully position that identity in a way that resonates with current cultural trends and what your target audience cares about. Brand personality walks a delicate balance between who you are as an organization and [what your audience cares about](https://www.cmoalliance.com/the-social-causes-that-most-influence-us-consumer-purchase-decisions/) – you need to find that sweet spot. [The power of being intentionally polarizing in businessWe’ve been able to build a brand that customers and employees are passionate about because we do things differently. Here’s how we’ve been able to stand out by being intentionally polarizing.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2021/02/CMO_Alliance-Colour-Logomark_tiny.png)CMO AllianceUdi Ledergor![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2023/01/polar-bear-waving.jpg)](https://www.cmoalliance.com/the-power-of-being-intentionally-polarizing-in-business/) ## How to keep a brand character consistent across every channel A well-defined brand character means nothing if it sounds like three different people depending on whether someone encounters you on LinkedIn, in an email, or at a trade show. The challenge it's maintaining coherence when multiple teams, agencies, and platforms are all producing content simultaneously. Here's a practical governance framework for keeping your character intact across channels: ### 1\. Create a character bible. This is the single source of truth for who your brand character is. It should include core traits, voice rules, example phrases, and explicit guidance on what the character would never say or do. Make it accessible to everyone who touches brand communications. ### 2\. Define channel-specific adaptations. The character should flex, not fracture. On social, the voice might be more casual and reactive. In sales enablement materials, it might be more direct and solution-focused. Document these adaptations explicitly so teams understand the difference between appropriate flexibility and inconsistency. ### 3\. Establish visual rules. If your character has a visual component (mascot, illustration style, photography treatment), codify how it appears across formats. A character that looks polished on the website but amateurish in paid social undermines credibility. ### 4\. Assign approval ownership. Someone needs to be accountable for character consistency. This might be a brand manager, a senior content lead, or a cross-functional brand council. The point is that there's a clear escalation path when something feels off. ### 5\. Centralize brand intelligence. As one marketing leader advises: "Centralize that brand intelligence. Make your Gen AI brain as smart as it can be with brand inputs like manifestos, positioning statements, beliefs." This applies whether you're using AI tools or simply building a shared knowledge base for human teams. The operational principle underneath all of this is alignment. As another practitioner puts it, success comes from "making sure that there is an aligned brand story, aligned product story, and it's filtered down from top throughout the organization so that everybody's singing from the same hymn sheet." **Common failure modes to watch for:** Different teams interpreting the character differently because they've never seen the same documentation. Social teams going rogue with a tone that doesn't match the website. Agencies creating campaign work that feels disconnected from the core brand voice. Sales teams defaulting to generic corporate speak because they don't have character-aligned enablement materials. The fix is almost always the same: clearer documentation, better distribution of that documentation, and someone with the authority to enforce consistency. Character coherence isn't a creative problem. It's an operational one. ## How to build a character web for your brand persona A character web is a structured map of your [brand](https://www.cmoalliance.com/brand-and-marketing-the-ultimate-power-couple/)'s core personality traits, motivations, voice attributes, key relationships, internal tensions, and boundaries for growth. Think of it as the connective tissue that holds your brand's narrative identity together across every touchpoint and campaign. Without one, you end up with a fragmented persona that feels different depending on who wrote the last piece of copy. Here's a practical seven-step process for building one: **1\. Start with** [**brand purpose**](https://www.cmoalliance.com/your-micro-level-brand-purpose/)**.** What fundamental problem does your brand exist to solve? This becomes the character's driving motivation, the thing that gets them out of bed every morning. **2\. Define three to five core traits.** These should be specific and behavioral, not vague aspirations. "Relentlessly curious" is useful. "Innovative" is not. **3\. Identify the voice rules.** How does this character speak? What words do they use, and which do they avoid? Document sentence patterns, preferred vocabulary, and tone shifts for different emotional contexts. **4\. Map the relationships.** Who is the protagonist (your customer), and how does your brand character relate to them? Are you the coach, the co-conspirator, the wise mentor? Define the dynamic explicitly. **5\. Name the antagonist.** What obstacle or enemy does your brand help the protagonist overcome? This could be an external force, an industry status quo, or an internal struggle like self-doubt. **6\. Establish tensions.** Every interesting character has internal contradictions. Perhaps your brand is both playful and precise, or ambitious yet patient. These tensions create depth and prevent the persona from feeling flat. **7\. Set growth boundaries.** Your character can evolve, but within limits. Define what changes are permissible over time and what would feel jarringly out of character. As [David Reich](https://www.linkedin.com/in/davereich/) puts it: "It ain't about you. It's always about the audience. You want to make them the hero." This principle should anchor every decision in your character web. The brand persona exists to serve the customer's story, not to steal the spotlight. Consider a B2B SaaS company selling project management software. Their character web might define the brand as a calm, experienced guide who helps overwhelmed team leads (the protagonist) defeat chaos and missed deadlines (the antagonist). The voice is direct but warm, never condescending. The recurring trait is practical optimism. The tension is between being deeply knowledgeable and remaining approachable. Growth boundaries allow the character to become more playful over time, but never sarcastic or dismissive. This kind of specificity transforms abstract brand values into something your team can actually use when writing an [email](https://www.cmoalliance.com/what-types-of-email-campaigns-are-your-competitors-running/), scripting a [video](https://www.cmoalliance.com/your-guide-to-b2b-video-marketing/), or briefing an agency. ## Casting the protagonist When shaping a [marketing narrative](https://www.cmoalliance.com/narrative-is-becoming-marketings-most-important-leadership-skill-video/), the brand should never position itself as the central protagonist. This narrative mistake, which I see all too often in marketing, undermines the audience's ability to [emotionally invest](https://www.cmoalliance.com/emotional-marketing-does-it-really-work/) in the story. The protagonist should be the customer or user – in other words, [your target audience](https://www.cmoalliance.com/putting-people-at-the-heart-of-your-brand-story/). People are far more likely to connect with a human character they can relate to, like an actual customer. The story should focus on amplifying those customer voices and journeys, with the brand playing a supporting, ally role. ## Identifying the antagonist For the protagonist's journey to feel high-stakes and compelling, the narrative must have a clear antagonistic force to overcome. The antagonist represents the obstacles or challenges standing in the protagonist's way. What is this character striving against or driving towards? Crucially, the antagonist doesn’t need to be a some malicious, villainous entity. Often, the most powerful antagonists are internal – representing the character's own doubts, fears, or setbacks to transcend. Just look at [Headspace’s example](https://www.youtube.com/channel/UC3JhfsgFPLSLNEROQCdj-GQ) – in their brand stories, the antagonist is the overarching mental health crisis and anxiety their customer-protagonists face. Meanwhile, Headspace itself is simply the supportive ally helping those protagonists defeat their inner antagonists. ## The brand as an ally on the journey While not the central hero, the brand can serve a vital ally or guide role in facilitating the customer-protagonist's journey. I encourage thinking creatively about how to bring this supportive relationship to life. Being the guide doesn’t mean you have to be in the background. Memorable allies and mentors in classic films and literature are often richly drawn characters with distinctive personalities and unorthodox teaching styles. For instance, the martial arts mentor Mr. Miyagi in The Karate Kid is beloved because of his unique "wax on, wax off" tutoring approach that proved transformative for the protagonist Daniel LaRusso. Wise figures like Gandalf or Obi-Wan Kenobi are extremely popular and memorable and are considered to be one of the most iconic parts of the stories they’re connected with. [Nike](https://www.youtube.com/@nike) excels at portraying this ally archetype in an inspiring way. They masterfully elevate their customers' athletic achievements and personal struggles at the core of their narratives. The brand then inserts itself almost as a seasoned coach, helping equip the protagonist to overcome obstacles and reach new heights. It's an empowering way to authentically integrate the brand. They're very good at positioning their customers at the center and making their achievements and struggles really compelling. The way that Nike inserts itself into those struggles and helps the protagonist overcome them is also really smart. [Perfect your marketing processes by giving your customers a voiceIt’s important to pay attention to customer feedback, but how can we use that feedback to solve customer problems? By being the voice of the customer.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2021/02/CMO_Alliance-Colour-Logomark_tiny.png)CMO AllianceKarim Zuhri![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2022/08/megaphone-voice.jpg)](https://www.cmoalliance.com/perfect-your-marketing-processes-by-giving-your-customers-a-voice/) ## Examples of powerful protagonist stories [Google's "Maher's Story"](https://www.youtube.com/watch?v=8kSZJj4QY%5FM) about how Google Translate transformed one man's life exemplifies emotionally resonant, protagonist-driven storytelling. Not only is Maher's personal journey from conflict-torn Iraq to building a new life in America deeply moving, it's a true story drawn from the experiences of an actual user. If you're lucky enough to have such customer stories already, I advise drawing from that wellspring of authentic inspiration rather than manufacturing fictional tales. The key to "Maher's Story" is how it maintains an unwavering focus on this man's incredible personal odyssey. You don't even see the Google logo until the very end. The spotlight is squarely on Maher recounting his journey in his own words, with Google Translate seamlessly underlying his path to personal and linguistic liberation. Only after being emotionally invested in this deeply human struggle does the story reveal how Google's technology served as a catalyst. This approach allows the audience to first forge an authentic connection and share in the visceral emotion of Maher's experience. That culminates in a profoundly moving realization of the empowering role Google played, leaving viewers inspired by what their innovation made possible. You feel inspired and emotionally connected. By grounding marketing stories in meaningful character arcs anchored in real human truths, brands can transcend promotion and forge lasting emotional bonds with their audiences. You'll leave them feeling inspired and forging a deeper personal connection with who you are as an organization. Isn't that the ultimate goal of storytelling? ### Character marketing examples by industry The principles of character-driven storytelling apply across sectors, though the execution varies considerably depending on audience expectations and category norms. Here's a cross-industry view of brands that have made character marketing work, along with the strategic lessons each offers. | Industry | Brand | Character approach | Why it worked | Caution | | ------------------- | ----------------- | -------------------------------------------------------------- | -------------------------------------------------------------------------------------------------------------------------------------------------------------- | -------------------------------------------------------------------------------------------------- | | Insurance | Progressive (Flo) | Recurring brand mascot as friendly guide | Flo humanises a low-interest category, making insurance feel approachable and memorable. Consistency over 15+ years built genuine affection. | Mascots can become stale if not refreshed; the character must evolve without losing core traits. | | Sportswear | Nike | Customer as protagonist, brand as coach | Nike rarely centres itself. Athletes and everyday people are the heroes; the brand simply equips them. This earns emotional investment. | Requires authentic stories; manufactured heroism feels hollow. | | B2B SaaS | Slack | Brand as witty, supportive ally | Slack's voice is warm, slightly irreverent, and always helpful. The character feels like a clever colleague, not a corporate tool. | Wit can tip into flippancy if not carefully governed across teams. | | Healthcare/Wellness | Headspace | Internal antagonist (anxiety, stress) with brand as calm guide | By naming the real enemy (mental health struggles), Headspace positions itself as a supportive presence rather than a product. | Sensitive topics require genuine empathy; performative concern backfires. | | CPG/Retail | 7-Eleven | Social-first character content with influencer partnerships | One campaign generated forty million impressions and a 4.1% engagement rate by leaning into character-driven social content with paid amplification behind it. | Legacy brands must commit fully; half-hearted character work feels inauthentic. | | Entertainment | Disney | Archetypal characters across every property | Disney's characters embody universal archetypes (the hero, the mentor, the trickster), creating instant emotional recognition. | Archetypes require fresh execution to avoid cliché. | | Finance | Ally Bank | Brand name as character promise | The name itself signals the relationship: Ally is your financial partner, not a distant institution. Voice and visuals reinforce this ally positioning. | The promise must be delivered operationally; character claims without service quality erode trust. | One pattern worth noting: insurance has embraced recurring characters more aggressively than most B2B categories. These characters work because they transform a grudge purchase into something with personality. Meanwhile, B2B remains largely underexplored territory for character marketing. There's real opportunity for enterprise brands willing to develop distinctive, consistent personas that cut through the sea of corporate sameness. The strategic takeaway across all these examples is consistency. Characters build equity through repetition and familiarity, not through one-off campaigns. ## Avoiding stereotypical pitfalls While these traditional character roles can provide useful structural guidance, I caution against being too stereotypical or simplistic in their application. We've evolved beyond one-dimensional archetypes like a lone hero protagonist pitted against an evil antagonist force. Those outdated character clichés feel quite naive and wouldn't resonate with today's more sophisticated audiences and cultural sensibilities. Instead, apply these time-honored storytelling principles with nuance. Develop multilayered characters who defy expectations and subvert tropes. Explore complex internal antagonists rather than cartoonish external forces. Above all, strive for an authentic emotional core that strategically immerses your brand in a way that feels innovative and culturally relevant. ## Conclusion Crafting compelling brand narratives is ultimately about forging authentic human connections. By imbuing your brand with a distinctive personality and placing it within a rich character-driven story, you create something audiences can profoundly relate to on an emotional level. The path to achieving this lies in the ancient storytelling archetypes and dynamics that have transcended cultures for centuries - the hero's journey, the catalyzing mentor, the inner doubts personified as the antagonist. Leverage these proven narrative principles, but apply them with nuance befitting modern sensibilities. Resist trite stereotypes and one-dimensional tropes. Instead, develop multilayered characters that defy expectations and explore complex interior realms. Place your customer squarely at the heart of the story as the central protagonist, with your brand playing the trusted ally helping facilitate their personal transformation and growth. Draw from the raw, real-life experiences of your users to keep the emotional core grounded in relatable human truths. Only then can you reveal the empowering role your brand plays as the catalyst for meaningful change. When executed with care, this allows your audience to forge a visceral personal connection to who you are as an organization. In today's fragmented attention economy, harnessing the universal power of archetypal character storytelling transcends promotion. It's how you leave your audience feeling inspired and uplifted, having taken them on a profoundly resonant emotional journey. It solidifies enduring brand loyalty and advocacy in a way that bezels and taglines never could. Embrace the eternal wisdom of rich character narratives, and your brand stories will be unforgettable. Your audiences will see themselves reflected in each persona, forging the type of deep emotional bond that is marketing's highest ambition. For isn't that the ultimate aspiration - to become that indelible "character" imprinted on the hearts and minds of the people you're trying to reach? --- ## FAQs ### Q: Who are the characters in marketing? A: The characters in your marketing stories should follow the classic storytelling structure of protagonist, antagonist, and guide/ally. Your brand cannot be the protagonist – that's a common mistake. The protagonist needs to be your customer or user, the person you are trying to reach and connect with emotionally. The antagonist is the problem, challenge or obstacle that your protagonist is facing. This could be an external force like a competitor, or it could be an internal struggle like anxiety or lack of motivation. The antagonist creates the conflict that drives the narrative forward. Your brand should position itself as the ally or guide that helps the protagonist overcome the antagonist. Just like Obi-Wan guiding Luke or Mr. Miyagi mentoring Daniel, you need to show how your brand provides the tools, knowledge or inspiration for the protagonist to succeed on their journey. Other potential characters could be mentors who provide wisdom to the protagonist, or allies who team up with your brand to support them. But the core characters are protagonist, antagonist, and your brand as the trustworthy guide. The key is to make sure your stories are protagonist-driven, not brand-centric. Put your customer at the center and make their struggles and triumphs the focal point, with your brand playing a supportive role. That's how you'll forge deep emotional connections. ### Q: What is a brand's character? A: A brand's character is essentially its personality – the distinctive traits and qualities that define how it shows up in the world. When you have a well-developed brand character, people should be able to describe your brand using human personality characteristics. "Oh, that brand is bold and irreverent" or "They come across as warm and nurturing." Just like with human personalities, your brand character needs to be nuanced and allow room for growth, but it also needs some clear, recognizable core traits. If I ask people what first comes to mind about a brand and they stumble, unsure of how to articulate its character, that's a red flag the personality needs more definition. At the same time, you can't just rely on focus groups or A/B testing to fabricate an identity. That often leads to a flat, one-dimensional personality crafted to appeal to the masses instead of standing for something bold and distinctive. Your brand's personality should be an authentic negotiation between your company's values and what resonates with your core audience. When developing the character, spend time understanding the founders' motivations for starting the business. Their story and driving purpose is a key part of establishing an identity with substance behind it. But don't let it be purely founder-centric either. Connect that inner voice with the relevant cultural trends and what your audience craves. The most compelling brand characters strike a balance – rooted in an honest sense of self while staying tuned into their audience's needs and desires. And they evolve naturally over time without wildly erratic or insincere pivots that break the audience's trust. Ultimately, you want your brand to feel like "a character" in people's lives and stories. A personality they understand, identify with, and develop a relationship with based on shared values and experiences. That's the hallmark of a truly resonant brand character. --- **Who are the main characters in your brand stories? How do you ensure the customer remains the protagonist? Share your insights with a global network of CMOs and marketing leaders on the** [**CMO Alliance Community Slack Channel**](https://www.cmoalliance.com/join-the-community/)**.** [ ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2021/03/CMO-Alliance-Community-ad.png) ](https://www.cmoalliance.com/join-the-community/?utm%5Fsource=article&utm%5Fmedium=banner&utm%5Fcampaign=community-ad) ### What types of email campaigns are your competitors running (and are you behind)? URL: https://www.cmoalliance.com/what-types-of-email-campaigns-are-your-competitors-running/ Last updated: 2026-03-09T15:27:18.000Z Email has been declared “dead” more times than most marketing leaders can count. Yet the reality inside modern marketing teams tells a very different story. According to the Future of Marketing report, [**91.5%** of marketers across industries still use email as part of their marketing mix](https://www.cmoalliance.com/future-of-marketing-2025-report/), making it one of the most widely adopted channels available today. For CMOs and marketing leaders, that statistic alone signals something important: [email](https://www.cmoalliance.com/your-guide-to-b2b-email-marketing/) remains a strategic pillar for a marketing campaign. The question now is figuring out **how they’re using it** so you can stay on top of your game. The types of [campaigns](https://www.cmoalliance.com/marketing-campaign-planning-template-framework/) your competitors run can reveal a lot about their marketing maturity. Some teams rely on a small number of broadcast emails. Others run sophisticated lifecycle programs, editorial newsletters, and [personalized engagement flows](https://www.cmoalliance.com/personalization-in-marketing-automation/) designed to nurture long-term relationships. Understanding where your own email strategy sits within that spectrum can help you determine whether you’re keeping pace or quietly falling behind. ## **Email is still a core channel for most marketing teams** Despite the rise of [social platforms](https://www.cmoalliance.com/social-media-guidelines-template-framework/), paid acquisition channels, and AI-powered outreach tools, email remains deeply embedded in the modern marketing stack. For leadership teams responsible for long-term growth, this level of [adoption](https://www.cmoalliance.com/product-adoption-framework/) highlights an important reality: email continues to deliver value because it operates outside the volatility of algorithm-driven platforms. > As **Heather Hurd, Head of Marketing at Zander Labs**, explains: > “Email is still the most underrated powerhouse in [B2B marketing](https://www.cmoalliance.com/b2b-marketing-trends-to-watch/). Everyone’s chasing shiny new channels, but email remains where real conversations – and [conversions](https://www.cmoalliance.com/user-intent-the-true-secret-to-amazing-conversion-rates/) – happen. > "Email marketing is among the last truly owned channels we have, and the future of marketing through paid channels is getting murkier every day. Instead of relying on unpredictable social media algorithms or ever-changing paid ad requirements, marketers can leverage email marketing to get the right messages in front of the right people at the right time.” This sense of ownership is one of email’s biggest strategic advantages. While paid channels can fluctuate dramatically in cost and reach, email gives marketing teams direct access to their audience whenever they need it. For many CMOs, that reliability alone justifies keeping email at the center of the marketing strategy. ## **Newsletters remain the most common campaign format** When marketers were asked what types of email campaigns they run most frequently, one format stood clearly above the rest. **Newsletters were cited by 52% of respondents**, making them the most widely used type of email campaign across marketing teams. Other campaign types appeared far less frequently: - **Newsletters:** 52% - **Event invitations:** 15.1% - **Promotional offers:** 11.1% - **Transactional emails:** 11.1% - **Other formats:** 10.7% The “other” category typically includes engagement campaigns triggered by [user behavior](https://www.cmoalliance.com/hybrid-attribution-model-to-understand-buyer-behavior/), [outreach messages](https://www.cmoalliance.com/linkedin-outreach-strategies/), and [educational content](https://www.cmoalliance.com/customers-to-advocates-webinar/). The popularity of newsletters isn’t surprising. They offer one of the most effective ways to maintain regular communication with an audience without overwhelming them with sales [messaging](https://www.cmoalliance.com/messaging-cheat-sheet-framework/). A well-designed newsletter allows marketing teams to: - Maintain consistent touchpoints with their audience - Deliver a mix of content, product updates, and industry insights - Reinforce [thought leadership](https://www.cmoalliance.com/the-power-of-b2b-thought-leadership/) - Nurture relationships over time For B2B organizations in particular, this balance between value and visibility is critical. Many buying cycles stretch across months or even years, which means staying relevant during the early stages of the relationship matters just as much as driving immediate conversions. > **Chetan Baregar, Senior Director of Marketing at Recykal**, has seen this shift firsthand: > “Newsletters are hot again, especially in B2B. They work well for building awareness, and when the content is planned strategically, they help position you as a thought leader, adding a layer of [credibility](https://www.cmoalliance.com/building-credibility-through-affiliate-marketing-with-emmet-gibney-video/). > “We’re seeing real engagement when the content feels editorial and tailored for the reader and not promotional. [AI](https://www.cmoalliance.com/how-ai-is-changing-paid-search/) helps automate flows, but the human voice still matters. Inboxes are crowded, but if you nail relevance, timing, and a personalized subject line, it still converts.” This editorial approach has become increasingly important as audiences grow more selective about what they engage with. Marketing leaders are recognizing that newsletters perform best when they deliver genuine value rather than simply promoting products. ## **Education-driven email is becoming a competitive advantage** One of the most noticeable shifts in modern email marketing is the increasing emphasis on educational content. Today’s buyers, particularly in B2B, spend significant time researching and learning before engaging with vendors. Email campaigns that focus on teaching, insights, and industry perspectives can play a powerful role in guiding that journey. > **Gaby Carmichael, Director of Marketing at MSIG USA**, highlights how this mindset is shaping modern email strategies: > “From a B2B perspective, email marketing continues to reign. However, the people are HUNGRY for education! Education without noise! Education without sales intent! If we can prioritize education and teaching someone something new that's within our expertise, you can and will cultivate a community – a true audience – that when the timing is right, will be ready to take a look at your product/service.” This shift toward educational email programs often leads to stronger audience relationships over time. Instead of treating email purely as a promotional channel, leading teams are using it as a platform for ongoing learning and value creation. For marketing leaders, this approach supports a broader strategic goal: building [**trust**](https://www.cmoalliance.com/building-brand-trust-in-a-new-era-of-data-privacy/) **before conversion**. Organizations that consistently provide useful insights tend to stay top-of-mind throughout the [buyer’s journey](https://www.cmoalliance.com/buyer-journey-stages-and-tactics-template-framework/), even when prospects aren’t actively evaluating solutions. ## **Lifecycle automation is reshaping modern email strategies** While newsletters remain the most common campaign format, more advanced marketing teams are evolving beyond simple broadcast emails. Lifecycle automation is becoming an increasingly important part of email strategy. These campaigns are triggered by specific user behaviors, stages in the customer journey, or account-level signals. Examples include: - Onboarding sequences for new users - Product education flows - Account-based marketing nurture programs - Re-engagement campaigns for inactive contacts - [Customer retention](https://www.cmoalliance.com/what-is-retention-marketing-a-guide/) and expansion emails These programs allow marketing teams to deliver value at the exact moment when it’s most relevant to the recipient. > According to **Rossana R. Rodgers, Chief Marketing Officer at Authena AG**, this shift represents a major evolution in how B2B email is used: > “For B2B, email remains the most powerful owned channel. But we’ve moved beyond sequences – it’s now about lifecycle automation, personalized value delivery, and strategic [ABM](https://www.cmoalliance.com/your-guide-to-abm/) drip funnels that nurture long-term trust.” For CMOs, this progression signals a broader shift in marketing maturity. Early-stage email programs tend to rely heavily on one-off campaigns. More advanced teams design entire ecosystems of automated communications that support every stage of the customer lifecycle. The difference often becomes visible in both engagement metrics and revenue attribution. ## **Personalization continues to be email’s biggest strength** One of the reasons email remains so effective is its ability to deliver highly personalized communication at scale. Among marketing channels, **email leads in personalization effectiveness, selected by 87.8% of respondents**. That makes it the most widely recognized channel for delivering tailored [messaging](https://www.cmoalliance.com/ideal-customers-ideal-messaging-getting-started-with-icps/). Personalization today extends far beyond inserting a first name into a subject line. Modern email programs incorporate: - Behavioral triggers - Dynamic content blocks - [Segmented](https://www.cmoalliance.com/customer-segmentation-what-is-it-and-how-does-it-help/) audience journeys - Industry-specific messaging - Account-level personalization for ABM campaigns These tactics allow marketing teams to create communications that feel far more relevant to each recipient. For marketing leaders focused on [pipeline growth](https://www.cmoalliance.com/pipeline-confidence-forecast-template-framework/) and customer retention, this level of targeting can dramatically improve engagement and conversion outcomes. At a time when audiences receive dozens of marketing messages every day, relevance often becomes the deciding factor between an opened email and one that gets ignored. ## **What this means for your email strategy** Looking at the data and insights from marketing leaders, a few clear trends emerge. First, email remains a foundational channel across nearly all marketing teams. With **91.5% adoption**, it continues to play a central role in audience engagement and revenue generation. Second, newsletters dominate as the most widely used campaign format. Their ability to balance consistency, education, and thought leadership makes them particularly effective in B2B environments. Third, more advanced teams are expanding beyond basic newsletters and promotional sends. Lifecycle automation, personalized campaigns, and educational content strategies are becoming increasingly common among high-performing marketing organizations. For CMOs and marketing leaders, this raises an important question. If your email strategy today consists primarily of occasional newsletters and promotional announcements, your competitors may already be building deeper relationships through more sophisticated campaigns. The organizations seeing the strongest results from email are treating it as more than a communication tool. They see it as a long-term engagement platform – one capable of nurturing trust, delivering value, and guiding customers through every stage of the buying journey. And in an environment where marketing channels continue to develop, **owned channels like email may become even more valuable over time**. ### How the Financial Times turns trust into brand resilience URL: https://www.cmoalliance.com/how-the-financial-times-turns-trust-into-brand-resilience/ Last updated: 2026-03-05T11:29:34.000Z My career has been a game of two halves. I started out studying mechanical engineering with dreams of being a Formula One engineer, but after a couple of years filled with maths, I realized my forte was communication. For the last eight years, I’ve been at the Financial Times in a role that ties everything together for me. There’s nothing like being in a news organization when the world is upside down; for all the stress, it’s incredibly exciting, and I feel privileged to be doing something I truly enjoy. But how do you maintain a premium [brand identity](https://www.cmoalliance.com/how-brand-guides-strategy-in-times-of-change-video/) when the very ground beneath your industry is shifting every six months? In an era where [social platforms](https://www.cmoalliance.com/signals-social-platforms-are-sending/) disrupt traditional reach overnight and synthetic content is accelerating, the temptation is to chase every passing whim. However, true resilience doesn’t come from following the latest fad. It comes from a deep, unwavering commitment to foundational values. In this article, I’ll explore the vital distinction between truth and trust, the role of human oversight in an [AI-driven reality](https://www.cmoalliance.com/tag/ai/), and why doubling down on your core strengths is the ultimate strategy for 2026\. Specifically, we'll cover: - The mechanics of brand resilience and consistency. - [Balancing human integrity with AI efficiency](https://www.cmoalliance.com/in-the-age-of-ai-your-brand-is-your-only-true-advantage/). - The evolution of media from a product to a community. - Navigating organizational change in a global landscape. ## **Defining brand resilience in a world of constant change** If you look up a dictionary definition of resilience, you'll find different takes on it. Some see it as the ability to bounce back after a hit. I think it’s more about consistency and, to some extent, predictability. In the media sector, everything is unpredictable, from the news cycle itself to the constant disruption from AI, social media, and [new consumption habits.](https://www.cmoalliance.com/80-of-b2b-buyers-start-on-ai-not-google-what-that-means-for-your-gtm-strategy/) Within all that chaos, you have to keep your bearings. You need foundational truths that hold steady no matter what. It’s like being in a storm; you need an anchor. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/03/Finola-quote---headshot.png) ### **The dual nature of truth and trust** For a quality media brand like the FT, a big part of that anchor is the combination of **truth and trust**. I differentiate the two. **Truth** is something you produce, but **trust** is the relational aspect of that. Our readers need to trust that what they see in the FT is credible and accurate, so they can make decisions based on our information. This trust extends to our advertisers, who need to know we’re selling them what we say we are, and to our subscribers, who give us their data. These fundamental principles give us our differentiation, even if it feels a bit old-school. In a world saturated with glitzy, untrustworthy content, being a reliable source is what sets us apart. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/03/Trust---truth-for-brand-resilience-1.png) ## **Balancing core principles with market dynamics** Our readers are professionals and decision-makers. They need accurate information and want to know they don't have to work hard to find it. That’s what differentiates us from the endless scroll of influencer content you might find on TikTok. This doesn't mean we can ignore new trends. We have to respond to new channels and consumer desires. People want podcasts, so we produce podcasts. They want us on social channels, so we’re on YouTube. The key is to combine our core principles with the ability to sway in the wind and adapt to the market. Our resilience comes from being rooted in principles we don’t compromise, which gives us the strength to survive any storm. ## **Navigating the 'frenemy' of innovation: AI** Now, with AI in the mix, you have to be dynamic, but you still have to know who you are. This comes down to our internal values: trust, integrity, and accuracy. We probe for these values in our interview process because everyone who works at the FT, from journalists to techies to marketers, has to be passionate about our mission of providing quality, truthful information. This commitment is sometimes challenging. In an era where 80% of internet content is said to be "synthetic" or not generated by a human, we insist on human oversight for all our journalism. You will not read any content on FT.com that is scraped from another site; it's all edited by a real journalist with rigorous standards. This means we aren't always first with the news. When I worked in broadcast news, there was immense pressure to be first. That race to report inevitably puts downward pressure on accuracy and thoughtfulness. What I like about the FT is our focus on being right, not just being first. We are prepared to say, "Let's do this right, rather than do it extremely quickly." We would rather miss out on what some might call a "scoop" to ensure the quality and caliber of what we produce is second to none. We apply this same measured approach to new technologies like AI. AI is a bit of a "frenemy" for publishers. It's a problem when AI companies scrape our paid content and churn it out for free in inaccurate summaries. At the same time, AI tools and large language models are very helpful. We use them for what we call "story discovery," allowing us to analyze large amounts of data to find patterns and potential stories. We are quite advanced in using AI, but we use it sensibly. Our readers can be assured that the final product they read is always human-supervised and created. We're driving a good sports car, but we're driving it at the speed limit. ## **From one-way broadcast to two-way community** The news industry is fascinating. Most major newspapers like the FT, The Times of London, or The New York Times were founded in the late 19th century. For 100 years, the industry saw very little meaningful innovation. The model was simple: it was paid for by advertisers and cover price, and we told you the news. It was a one-way street. Then, about 30 or 40 years ago, everything changed with the arrival of the World Wide Web. It was like a big bang, and it continues today with a new disruption almost daily. ### **The challenge of a changing landscape** You simply wouldn't survive in this industry if you weren't nimble. Many newspapers have gone to the wall because they couldn't adapt when Google and Facebook took their ad revenue. This has been especially tragic for local publications, which affects democracy and closes off a vital training ground for future journalists. For marketers, the ground is always shifting. Before COVID, I was putting up billboards in Canary Wharf to reach the business community. I don't do much of that anymore. The work-from-home era forced a pivot to digital, and now we're constantly rethinking how to find people, especially younger readers who might discover us through ChatGPT instead of our homepage. ## **Monetizing trust: the core of modern brand strategy** At the FT, we have a relatively complex marketing organization serving different audiences, from individual readers to corporate clients. My focus is always on the brand, and for us, that means leaning into [**consumer trust**.](https://www.cmoalliance.com/connecting-with-customers-in-a-digital-world-with-bonnie-habyan/) We're not the cheapest subscription on the market, but we position it as an investment in yourself and your company. We often talk internally about selling truth, but as I said, trust is the relationship built around that truth. Our brand strategy is about expanding and monetizing that trust. ### **Building an exclusive club** For years, we were a newspaper telling you what we thought. Now, the comment section on our website is often as lively as the article itself. The content is a catalyst for a community of people who love the FT and want to debate with each other and our journalists. Our multi-million-pound live events business exists because this community wants to convene in the same room. The journalism on stage is important, but so is the community aspect. The FT brand tells people they are in a safe space with intelligent, global peers they can learn from. My job is to make them feel like they are in a special club they don’t want to leave. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/03/Finola-quote.png) ### **The intangible value of brand investment** This "special sauce" is the experience on top of the utility of the product. It’s what makes the FT feel boutique, personal, and even luxurious. It’s what brings someone to our app when they have countless other options on their phone. Traditionally, brand investment is seen as an intangible, making it a harder sell to a CEO than a performance campaign. But in a world that is busier than ever, a strong brand pays off. It creates an experience that feels seamless and high-quality, a place where people feel at home and want to return again and again. ## **Leading through change in a high-stress environment** Nobody loves change. The older I get, the more I understand that. Even moving a piece of furniture can be jarring. In a news organization, there's a latent stress that comes with the job; you're hyped up because so much is happening all the time. It can feel like everything, everywhere, all at once. On top of that, you have the [intentional change you want to create as a leader.](https://www.cmoalliance.com/change-management/) Bringing deep organizational change across a global business with offices in different time zones and cultures is tricky. ### **Painting a picture of a better future** I don't have a guru's guide to change management, but I do know you have to paint a strong picture of where the change will take you and why it will be an improvement. You need to show people how it will make their jobs easier or better. The shift to remote work during COVID showed us how quickly people can adapt when there's a deadline. But for a planned change process, you need to create feedback loops, listen to people, and find ambassadors who are willing to lead the way. ### **Embracing a culture of dynamic change** Ultimately, the key is building a mindset that accepts change as a constant. In the news industry, I can't expect to wake up and find everything the same. The core of being a successful news organization is having a dynamic culture and the ability to change. Most people who work in our industry understand that. Consumers change, generations change, and we have to adapt with them. ## **A return to core strengths** So, what should marketers focus on? It feels to me that in this era of synthetic content and fakeness, you have to double down on the core of who you are. Marketers can be guilty of chasing every whim, whether it's a rebrand that backfires or a pursuit of a new audience that dilutes the brand. I think we sometimes spread ourselves too thin trying to serve every potential customer. A better approach is to focus on making your current customers feel great and then thinking about how to share that experience with the next layer of potential users. As we write our strategy for the next four years, we're thinking about the future, but we're also asking: what are our core strengths? How do we invest in them and build them up for a modern era? You don't have to mimic what every other cool brand is doing. You just have to do you. Let your team be creative and innovate, but don't try to do everything at once. Focus on what makes **you** strong. ### Why marketers need to become AI-fluent right now [Video] URL: https://www.cmoalliance.com/why-marketers-need-to-become-ai-fluent-right-now-video/ Last updated: 2026-03-05T14:19:16.000Z --- --- ### What is marketing attribution? [2026 guide] URL: https://www.cmoalliance.com/are-we-doing-b2b-marketing-attribution-all-wrong/ Last updated: 2026-03-04T10:27:40.000Z ## What is marketing attribution? Marketing attribution is the practice of identifying which marketing activities influence a customer’s decision to convert and how much credit each interaction deserves. At its core, attribution answers one fundamental question: > **What actually drove this result?** In 2026, buyers rarely convert after a single touchpoint. They discover a brand through paid social ads, reading [blog content](https://www.cmoalliance.com/buyer-journey-content-framework/), attending a [webinar](https://www.cmoalliance.com/webinar-strategy-template-framework/), receiving retargeting ads, and engaging with sales – often across multiple devices and channels. Marketing attribution provides visibility into this journey. It allows teams to understand which campaigns initiate interest, which [nurture consideration](https://www.cmoalliance.com/lead-nurturing-track-template-framework/), and which drive final action. Rather than relying on assumptions or last-click metrics, attribution connects marketing activity to real business outcomes like pipeline, revenue, customer retention, and lifetime value. ### Distinction from marketing mix modeling (MMM) and multi-touch attribution (MTA) Marketing attribution is often confused with related measurement approaches like MMM and MTA. While connected, they serve different purposes. **Multi-touch attribution** assigns fractional credit to various touchpoints across an individual [user’s journey](https://www.cmoalliance.com/customer-journey-template-framework/). It focuses on granular, user-level interactions (such as clicks, sessions, or conversions) and attempts to map influence at a detailed level. **Marketing mix modeling**, on the other hand, uses statistical analysis and aggregated data to measure the broader impact of marketing channels over time. It evaluates trends across [paid media](https://www.cmoalliance.com/the-complete-guide-to-driving-lead-generation-with-paid-social-media-ads/), seasonality, [pricing](https://www.cmoalliance.com/your-guide-to-pricing-models-framework/), [promotions](https://www.cmoalliance.com/75-great-promotional-words-to-use/), and external factors to estimate contribution to revenue. In simple terms: - MTA looks at **who did what and when**. - MMM looks at **what worked at a macro level over time**. Modern attribution strategies in 2026 increasingly combine elements of both – blending granular behavioral data with high-level modeling to provide a more complete view of performance. [MTA, MMM, and Next-Generation Marketing AttributionThe seemingly endless proliferation of both off- and online channels has significantly complicated the measurement process. Attribution methods have had to evolve accordingly.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--347.png)CMO AllianceDr. Peter Cain![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/next-gen-evolution-header-image.png)](https://www.cmoalliance.com/mta-mmm-and-next-generation-marketing-attribution/) ### Why is marketing attribution important in 2026? > “The more you have attribution, the better you are able to make decisions as a team and inform the company of what you're doing and why you're doing it.” > **Julia Hartwig, VP of Marketing at Nimble** #### **Privacy landscape** The rules of data collection and tracking have fundamentally changed. [The deprecation of ](https://www.cmoalliance.com/game-plan-for-the-end-of-third-party-cookies/)[third-party cookies](https://www.cmoalliance.com/game-plan-for-the-end-of-third-party-cookies/), stricter global [privacy regulations](https://www.cmoalliance.com/ai-and-the-art-of-b2b-marketing-privacy-governance-and-opportunity/), and platform-level changes like Apple’s iOS tracking restrictions have reduced visibility into [user-level behavior](https://www.cmoalliance.com/hybrid-attribution-model-to-understand-buyer-behavior/). Marketers can no longer rely on platform-reported data alone. This shift has forced organizations to rethink how they collect, manage, and activate first-party data. Attribution in 2026 requires privacy-conscious infrastructure, server-side tracking, clean data environments, and transparent consent practices. The challenge is clear: balance [personalization](https://www.cmoalliance.com/personalization-in-marketing-automation/) and [measurement](https://www.cmoalliance.com/chasing-roas-marketing-attribution-pipe-dream/) with compliance and user trust. #### **Rise of new channels** The media landscape is more fragmented than ever. Connected TV (CTV), retail media networks, podcasts, creator partnerships, short-form video platforms, and community-driven channels have become core parts of the marketing mix. Many of these channels operate in environments where tracking is limited or opaque. As marketers expand into emerging platforms, attribution must evolve beyond simple click-based measurement. Brand influence, assisted conversions, and cross-device journeys must be accounted for in smarter ways. What worked in 2019 tracking infrastructure no longer works in 2026. #### **Focus on the unified customer journey** The current buyer journey is nonlinear, cross-device, and [multi-channel](https://www.cmoalliance.com/cmo-channel-strategies/). Customers interact with brands across search, social, email, events, product experiences, sales conversations, and post-purchase engagement. Each touchpoint plays a role in shaping perception and decision-making. Attribution in 2026 is about building a unified, end-to-end view of the customer journey, rather than purely isolating campaign reporting. Organizations that succeed are those that: - Own and centralize their data - Connect marketing, product, and sales interactions - Move beyond siloed [channel reporting](https://www.cmoalliance.com/the-channel-marketing-challenge-5-things-to-know-video/) - Tie marketing efforts directly to revenue and lifetime value ## The fundamentals of marketing attribution [What are the main types of marketing attribution?Which touchpoints are truly driving revenue? Explore the main types of marketing attribution and find out which model is best for your business.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--346.png)CMO AllianceAmelia Wilson![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Sharing_Article_Images_Stock-Text--1--1.png)](https://www.cmoalliance.com/what-are-the-main-types-of-marketing-attribution/) ### Single-touch attribution Single-touch attribution is exactly what it sounds like – you give credit to one single touchpoint in the customer journey for a conversion. While easy to track, single-touch models can be a bit... well, narrow. They focus on just one part of the process, which means you’re missing out on the full picture of how your leads actually engage with your marketing. ### Single-touch attribution models There are two main types of single-touch attribution: first-click attribution and last-click attribution. #### **First-click attribution** In first-click attribution, you give 100% of the credit to the very first interaction a lead has with your business. Maybe they clicked on a Facebook ad or stumbled upon your blog from a Google search – whatever that first touchpoint is, it gets all the glory. This model is helpful for understanding which marketing channels are grabbing attention and driving initial awareness, especially in top-of-funnel activities. But here’s the catch – by only focusing on the first touch, you’re ignoring everything else that happens afterward. Sure, you might know that your social ad caught their eye, but what about the follow-up email that nudged them to make a purchase? First-click doesn’t give you any of that context. #### **Last-click attribution** On the flip side, last-click attribution credits the final touchpoint before the conversion. This is the last thing a lead interacts with before making that all-important decision to buy. Think of it like giving your sales team all the credit for closing the deal, without acknowledging the marketing efforts that got the customer there in the first place. Last-click attribution can be useful in short sales cycles where there aren’t many touchpoints, but if your leads are interacting with multiple channels over time, this model overlooks the broader journey. It’s like watching the final play of a football game and assuming that’s the only reason the team won. ### Multi-touch attribution If single-touch attribution feels a bit like giving out participation trophies, multi-touch attribution is like running a relay race – everyone who contributes gets some of the credit. Instead of focusing on just one touchpoint, this model spreads the credit across all the interactions a lead has with your brand throughout their journey. As the ways to engage with customers multiply, this approach gives you a much clearer understanding of how your marketing efforts work together to drive conversions. By tracking multiple touchpoints, you can see which channels, ads, and campaigns are nudging your leads toward that final decision. It’s not just about what gets their attention first or last – it’s about everything in between. Better still, multi-touch attribution allows you to weigh the impact of different interactions. Not all touchpoints are created equal, and this model helps you figure out which moments are actually moving the needle. > As **Jorgen Davison, Marketing Strategy and Operations Manager at Slack**, said: > "Even though I don’t really believe that multi-touch attribution gives you the ability to say, ‘Here’s what every dollar delivered to the business,’ it does allow you to reverse-engineer the buyer’s journey.” This makes it an incredibly useful tool for extracting insights about the mix of touchpoints that convert versus those that don’t. ### Multi-touch attribution models There are several ways to divvy up credit among touchpoints in multi-touch attribution. Each model offers a unique way to understand your customer’s journey, depending on what insights you’re looking for. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/03/data-src-image-45c7cbb8-7d5c-4932-aace-f9650ce7dc53.png) #### **Linear attribution model** In the linear attribution model, every touchpoint gets equal credit. Whether it’s the first ad a customer clicks or the final email they open before converting, each interaction is treated with equal importance. This model is great for getting a holistic view of all your channels, but it doesn’t consider that some touchpoints might have more influence than others. #### **U-shaped attribution model** The U-shaped attribution model, also known as position-based attribution, places the most credit on two key moments – the first touchpoint and the point when the lead becomes qualified. For example, if a social media ad grabs their attention and later, a whitepaper download converts them into a [qualified lead](https://www.cmoalliance.com/lead-scoring-matrix-framework/), these touchpoints get the bulk of the credit. This model is perfect for understanding which acquisition channels are [driving awareness](https://www.cmoalliance.com/brand-health-awareness-dashboard-framework/) and [converting leads](https://www.cmoalliance.com/user-intent-the-true-secret-to-amazing-conversion-rates/). ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/03/data-src-image-3202c126-ba38-4760-9e13-5360e60d3806.png) #### **W-shaped attribution model** The W-shaped attribution model takes things a step further by adding a third key moment: when the lead converts into a customer. This model gives 30% credit to the first touchpoint, the lead qualification touchpoint, and the final conversion touchpoint, with the remaining 10% spread across all other interactions. If you’re looking to see which channels help move leads through each major stage of the funnel, the W-shaped model is the one for you. #### **Time-decay attribution model** The time-decay attribution model gives more credit to the touchpoints that occur closest to the conversion. Think of it as rewarding the interactions that are freshest in your lead’s mind. This model is great for businesses with long sales cycles, as it recognizes that touchpoints closer to the purchase decision tend to have a bigger influence. #### **Full path attribution model** In the full path attribution model, you’re tracking four key touchpoints: 1. The first interaction 2. The lead-generation touchpoint 3. The moment the lead becomes sales-ready 4. The final conversion. Any remaining credit is evenly distributed across other touchpoints in the journey. This model is particularly useful if you’re running account-based marketing or need a detailed look at the entire sales process. #### **Data-driven attribution model** Finally, we have the data-driven attribution model, where algorithms do the heavy lifting. This model uses machine learning to determine how much credit each touchpoint should get based on how effective it was in pushing the lead toward conversion. It’s smart, flexible, and perfect for marketers who want to let the data guide their decisions. Multi-touch attribution might not be the magic bullet some make it out to be, but it’s a huge step up from single-touch models when you want a clearer understanding of your entire customer journey. ## Challenges in attribution In the quest for accurate marketing attribution, marketers face a myriad of obstacles. While the importance of attribution is widely recognized, implementing effective systems and processes remains a significant challenge for many organizations. To shed light on this issue, we asked marketers about the specific hurdles they encounter when trying to achieve accurate attribution. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/03/data-src-image-80fc6ec6-a97c-482d-a442-6ea16f71539d.png) The most common challenges, such as data silos (**43.8%**) and sophisticated buyer journeys (**43.8%**), reflect the increasing complexity of marketing ecosystems. Disconnected systems limit visibility into customer behavior across touchpoints, while intricate buyer journeys make it harder to track each interaction’s contribution. Limited analytics expertise (**37.5%**) further compounds these issues, signaling a need for more specialized skills within marketing teams. Cross-device tracking and reliance on outdated models, such as last-touch attribution (**18.8%**), also hinder accurate measurement. Marketers must prioritize breaking down data silos and investing in analytics expertise to accurately attribute value in increasingly complex customer journeys. ## Building a 2026 marketing attribution strategy In 2026, building an effective attribution strategy requires clarity of purpose, resilient data infrastructure, and continuous validation. A strong attribution strategy answers three core questions: 1. What decisions are we trying to inform? 2. What data do we need to answer those questions reliably? 3. How do we ensure our measurement remains accurate as channels and privacy regulations evolve? Let’s break that down. ### Goals and KPIs [How to set revenue-focused marketing KPIs using multi-touch attributionIn this article, we explore a framework that utilizes a custom-weighted (40:20:40) multi-touch attribution model to align marketing teams and executives with easy-to-understand revenue-focused KPIs.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--350.png)CMO AllianceGabriel Gervelis![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/How-to-set-revenue-focused-marketing-KPIs-using-multi-touch-attribution.jpg)](https://www.cmoalliance.com/how-to-set-revenue-focused-marketing-kpis-using-multi-touch-attribution/) #### **Defining the business questions your attribution model must answer** Before selecting tools or implementing tracking, define the strategic purpose of your attribution model. Attribution should not exist for reporting’s sake. It should directly inform high-impact decisions such as: - Which channels deserve incremental [budget](https://www.cmoalliance.com/budget-allocation-template-framework/)? - What drives qualified pipeline, not just leads? - How long does it take for different segments to convert? - Which campaigns influence lifetime value rather than short-term conversions? - Where are we overspending with minimal revenue impact? When attribution is anchored to business questions, it becomes a decision engine — not a dashboard. Clear questions also prevent over-engineering. Not every organization needs complex algorithmic modeling. What matters is whether your model answers the questions leadership cares about. [How CMOs should allocate marketing budgets todayCMOs are under pressure to prove growth while operating with tighter financial constraints. This piece breaks down how to balance brand and performance, justify spend in financial terms, and allocate budgets with long-term value in mind.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--348.png)CMO AllianceDavid Barder![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--3-.png)](https://www.cmoalliance.com/a-guide-to-smarter-marketing-budget-allocation/) #### **Aligning attribution data with key performance indicators (ROI, CPA, LTV)** Once business questions are defined, attribution data must connect directly to core KPIs. In 2026, vanity metrics like clicks and impressions are insufficient. Attribution should tie marketing activity to measurable financial outcomes, including: - [**Return on Investment (ROI)**](https://www.cmoalliance.com/why-measuring-marketing-roi-is-still-so-hard-and-what-actually-works/) – Revenue generated relative to marketing spend - [**Cost Per Acquisition (CPA)**](https://www.cmoalliance.com/understanding-kpis-in-customer-acquisition/) – True acquisition cost across touchpoints - [**Customer Lifetime Value (LTV)**](https://www.cmoalliance.com/how-to-calculate-and-increase-customer-lifetime-value-clv/) – Long-term revenue contribution by source - **Pipeline contribution and revenue velocity** - [**Retention**](https://www.cmoalliance.com/what-is-retention-marketing-a-guide/) **and expansion influence** The most effective attribution strategies move beyond “which channel drove the conversion” to “which channel drove profitable growth.” This shift is what transforms attribution from tactical optimization into strategic growth modeling. ### Data infrastructure and tools Attribution accuracy is only as strong as the data infrastructure supporting it. In 2026, resilient first-party data systems are no longer optional. #### **Required data sources** A comprehensive attribution system integrates multiple data environments into a unified view. At minimum, this includes: - **CRM systems** (sales interactions, opportunity stages, revenue data) - **Web analytics platforms** (behavioral sessions, events, engagement metrics) - **Advertising platforms** (spend data, campaign metadata, impressions, clicks) - [**Marketing automation**](https://www.cmoalliance.com/ways-to-increase-revenue-marketing-automation/) **tools** (email engagement, lead scoring, nurture paths) - **Product data** (usage signals, activation milestones, churn indicators) The goal is to connect the data. Siloed systems create fragmented attribution. A unified data architecture creates a coherent customer journey. #### **The role of customer data platforms (CDPs)** Customer data platforms play an increasingly critical role in 2026 attribution strategies. A CDP centralizes and unifies customer-level data from multiple sources into persistent profiles. This allows organizations to: - Resolve identities across devices and channels - Maintain first-party data ownership - Enrich attribution models with behavioral and transactional data - Support privacy-compliant tracking and consent management Where third-party cookies are deprecated and cross-platform visibility is limited, CDPs serve as the connective tissue between marketing activity and revenue outcomes. They also create the foundation for advanced modeling approaches that blend user-level data with aggregated insights. #### **Selecting the right attribution solution (in-house vs. third-party)** Choosing the right attribution solution depends on organizational maturity, technical resources, and business complexity. **In-house solutions** provide maximum flexibility and control. They allow custom modeling, deep CRM integration, and tailored reporting. However, they require strong data engineering capabilities and ongoing maintenance. **Third-party attribution platforms** offer faster deployment and pre-built modeling frameworks. They reduce technical burden but may limit customization and create dependency on vendor methodologies. In 2026, many organizations adopt a hybrid approach — leveraging third-party tools for channel-level measurement while building internal data warehouses for deeper revenue attribution. The key is ensuring that whichever solution you choose: - Integrates cleanly with your CRM and finance data - Supports first-party data ownership - Adapts to evolving privacy regulations - Provides transparency into modeling methodology Attribution without transparency is just another black box. ### Implementation and testing Implementation of an attribution system in 2026 is a phased process that begins with an audit of the current stack and moves through technical stabilization to cultural alignment. #### **Roadmap to implementation** - **Phase 1: Audit and goal setting (Month 1):** Document every ad platform, identify "uncomfortable truths" about where visibility is currently lost, and define clear business outcomes (KPIs) to track. - **Phase 2: Technical stabilization (Months 2-3):** Implement server-side tracking, standardize tagging and UTM taxonomies, and build data pipelines between marketing platforms and sales systems. - **Phase 3: Modeling and refinement (Months 4-6):** Select a primary model (e.g., Time-Decay), configure multi-touch settings, and begin regular review meetings with sales to validate the data. ### **The "Stop-and-See" experiment** For channels that defy traditional tracking, marketers use the "stop-and-see" experiment. > As **Miruna Dragomir, CMO at Planable,** suggests, "If you doubt its effectiveness, then you should feel comfortable just stopping an activity for a while and seeing what happens". This method, while not "scientific" in the traditional sense, provides a powerful qualitative signal about a channel's contribution to growth. ## Resources for continuous learning ### Top marketing analytics and attribution certifications | Certification | Provider | Key focus | Best for | | --------------------------------------------------------------------------------------------------------------------- | -------------------- | -------------------------------------- | ----------------------------------- | | [Marketing Analytics](https://online-execed.wharton.upenn.edu/global-c-suite-program) | Wharton Executive Ed | Statistical mechanics of growth. | Marketers aiming for the C-suite. | | [Revenue Marketing Certified: Core](https://www.cmoalliance.com/learning/on-demand/revenue-marketing-certified-core/) | CMO Alliance | Aligning teams and optimizing funnels. | Operational marketing leaders. | | [Marketing Analytics & AI](https://em-executive.berkeley.edu/marketing-analytics) | UC Berkeley | Balancing traditional methods with AI. | Forward-looking tech-focused teams. | | [Google Analytics 4](https://support.google.com/analytics/answer/15068052?sjid=14640948626071718602-EU) | Google | Mastery of GA4 reporting and features. | Practitioners and analysts. | | [Advanced Attribution](https://msquared.club/collections/education) | MSquared Club | Modeling, MMM theory, and statistics. | Specialized measurement experts. | ### Essential tools and platforms We asked marketers what analytics or attribution tools they use for their marketing attribution. Here were the most popular answers: - Salesforce - Google Analytics - Hubspot - Micrsoft Clarity - BigQuery - LookerStudio - Pardot - 6Sense - Power BI - Semrush - Google Tag Manager - Amplitude - Rollworks - Kentico - Dynamics - Octane11 [Top 10 best AI-powered marketing attribution tools​There’s no one-size-fits-all solution when it comes to the best AI-powered marketing attribution tools.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--349.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/10-marketing-attribution-tools-5.png)](https://www.cmoalliance.com/best-ai-powered-marketing-attribution-tools/) ### Industry reports [The Marketing Attribution eBookReal-world data combined with expert insights in a simple eBook to give you the roadmap for scaling your marketing attribution efforts.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--345.png)CMO AllianceCharley Gale![](https://pma-assets-external.ams3.digitaloceanspaces.com/CMOA/imported-08-26-2025/content/images/size/w1200/2024/10/Marketing-attribution-eBook-revenue-marketing-alliance-1.png)](https://www.cmoalliance.com/the-marketing-attribution-ebook/%C2%A0) ### Communities and professional networks Joining a professional community is cited as a key avenue for continuous learning. - [**CMO Alliance Community**](https://www.cmoalliance.com/join-the-community/)**:** A Slack-based hub for marketing leaders to share advice and network with thousands of peers globally for free. - [**CMO Summit**](https://events.cmoalliance.com/) **and** [**Dinners**](https://www.cmoalliance.com/events/?filters=Dinners%20%26%20lunches)**:** Specialized events for marketing leadership development and keeping up-to-date with tomorrow's strategies. ### Glossary of key attribution terms **1\. Attribution model**: A rule or algorithm that determines how credit for a conversion is distributed across the marketing touchpoints a customer encountered. Your choice of model shapes how you evaluate channels and allocate budget. **2\. First-touch attribution**: Assigns 100% of conversion credit to the very first touchpoint. Good for measuring awareness efforts, but ignores everything that came after in the journey. **3\. Last-touch attribution**: Gives 100% of credit to the final touchpoint before conversion. Simple and popular, but systematically undervalues awareness and nurturing channels. **4\. Multi-touch attribution**: Distributes credit across multiple touchpoints. Variants include linear (equal split), time-decay (recency weighted), and position-based (U-shaped or W-shaped). **5\. Data-driven attribution**: Uses machine learning on your actual conversion data to calculate each touchpoint's unique contribution rather than applying a fixed rule. Requires significant conversion volume to be reliable. **6\. View-through attribution**: Credits a conversion to an ad impression that was seen but not clicked, if the user converts within a defined time window. Useful for brand campaigns but can inflate credit for high-impression channels. **7\. Attribution window**: The time limit after a touchpoint within which a conversion will still be credited to it. Should match your sales cycle — 1 day for impulse purchases, 30–90 days for B2B. **8\. Incrementality**: The true causal lift from a marketing activity: conversions that wouldn't have happened without it. Measured via holdout tests or geo lift studies, it answers not "who gets credit?" but "did this actually work?" — widely considered the gold standard of measurement. ## Conclusion Marketing attribution is a vital tool for marketers seeking to improve decision-making, optimize campaigns, and demonstrate the true impact of their efforts. While challenges like data complexity and changing regulations may arise, staying informed on future trends and refining your approach will help you overcome these obstacles. We encourage you to take the strategies and best practices discussed here to improve how you measure, optimize, and communicate your marketing impact. In doing so, you can drive smarter marketing decisions, boost ROI, and contribute more effectively to business growth. ### Agentic buying makes transparency the default and collapses bloat URL: https://www.cmoalliance.com/agentic-buying-makes-transparency-the-default-and-collapses-bloat/ Last updated: 2026-03-02T18:04:08.000Z Going into 2026, all eyes are on agentic AI media buying, and for good reason. With the [latest advances](https://www.cmoalliance.com/2026-projections-three-forces-that-will-reshape-every-cmos-playbook/) in this space, our industry is poised to finally deliver the level of transparency and control advertisers have been chasing since the early days of programmatic advertising. At a basic level, agentic buying replaces manual decision-making with goal-driven software agents that act independently on behalf of buyers and sellers, all without needing to log in to a different UI or point solution. Traditional programmatic buying relies on humans configuring rules inside DSP interfaces, reacting to reports after the fact, and worse, problem-solving delivery or performance issues without all of the data needed. Agentic buying flips that model. Instead of managing levers and dashboards, advertisers define outcomes with guardrails and then let agents continuously evaluate every available option in real time. These [agents](https://www.cmoalliance.com/ai-agents-the-shift-from-done-by-you-to-done-for-you/) can ask more questions, process more signals, and enforce stricter requirements than any human team could. This turns media buying from a reactive workflow into an automated, decision-driven system designed to optimize for transparency and results from the start. This doesn’t have to be another black-box optimization tool we have come to expect in the programmatic landscape. Agentic buying, if done right, should allow us to break that mold with full transparency. For years, [advertisers](https://www.cmoalliance.com/3-ways-to-maximize-value-with-your-tv-ad-spend-in-any-economy/) have accepted that the supply chain is too complex, too fragmented, or too distributed for full clarity. But with agents acting on behalf of both the buy side and the sell side, it becomes possible to process every layer of data in real time. AI agents can transact using a significantly higher number of inputs, optimizing the path to outcomes without relying on legacy interfaces or an ever‑growing roster of intermediaries. What once felt like searching for a needle in a haystack of hidden fees is about to become automatic, directing more spend toward working media. If a founding principle of the United States was around no taxation without representation, then buyers should be able to require that any company adding a fee in the bidstream should have to prove the value of that fee. This shift is a highly practical one. Simply put, agents can do what humans and previous machine‑learning applications could not: process the full log‑level truth of every impression, at scale and at speed, while enforcing transparency as a condition of spend. In doing so, they can spot inefficiencies buried deep in the supply chain that previously required teams of analysts and custom code to reveal. ## From complexity to clarity Several major advertisers have already begun pairing demand-side platform (DSP) and supply-side platform (SSP) log-level data to understand where their money actually goes. When combined, those data sets reveal small but meaningful tolls as spend passes through data partners, data management platforms (DMPs), [customer data platforms (CDPs)](https://www.cmoalliance.com/to-cdp-or-not-to-cdp/), identity providers, clean rooms, and curators. Some partners prove essential, while others simply extract value. Once such inefficiencies are exposed, they’re impossible to ignore. Historically, marketers could tighten their tech stack or rely on supply path optimization (SPO) to trim bloat, but transparency was still partial. Agentic buying changes that by turning transparency into an enforceable condition of spend. If a transaction doesn’t meet the agent’s required data standards, it simply moves on – no negotiation, no exceptions. That kind of automated rigor represents a new discipline for the industry. ## The necessary pieces falling into place Only recently have the technical and market conditions aligned for this shift. Modern agent frameworks have become sufficiently advanced to parse massive log streams in milliseconds. Supported by the proper infrastructure, they can look at both sides of the transaction without latency, and they can make decisions based on complete, real-time information. Advertisers, in turn, want clarity on how many hops occur, what fees are taken, and whether each partner provided measurable value along the way. In addition, the industry now has a blueprint for coordinated action. The [made-for-advertising (MFA) crackdown](https://adtechradar.com/2024/12/16/ana-study-shows-mfa-crackdown-continues/) demonstrated that when enough participants align on shared outcomes, efficiency can be enforced at scale. That same playbook will apply here; once agents expose which partners consistently add value and which consistently introduce drag, the system will adjust accordingly. ## Agentic buying in action At its core, agentic buying introduces a new layer of real-time negotiation between automated systems rather than human operators. On each impression, buy-side and sell-side agents exchange requirements and metadata tied to provenance, identity, context, fees, or performance history. This produces a cleaner, more predictable path to inventory, reducing reliance on heavyweight DSP interfaces that were built for human workflows rather than automated ones. As transactions move through the system, fees, data markups, and overlapping services can be exposed automatically. If two partners perform the same function, the agent can recognize the redundancy and deprioritize one. If a data partner is charging more than the value it delivers, the agent can skip that path. If a curation layer adds cost without contributing to outcome lift, it can be surfaced immediately. There are hundreds of examples just like this that happen every day. With full visibility into the path to inventory, low-quality or redundant supply has little room to hide. Agentic buying ultimately turns transparency into a performance engine, transforming it from a reporting exercise into an ongoing quality-control mechanism. In “Gladiator,” Marcus Aurelius's dying wish was for Rome to be a republic again, ending the corruption. Programmatic was built originally to be a more efficient buying platform. Many of us believe it can be that again. ## A new buyer playbook Agentic buying’s adoption curve will take time, but frameworks like Ad Context Protocol (AdCP) are already paving the way. The result will be clearer economics, stronger supply paths, higher-quality reach, and a durable lift in trust and performance. Under this model, transparency won’t be something advertisers have to fight for. It will become the natural state of programmatic, driving even more effective outcomes for the advertiser. Programmatic’s next chapter isn’t about more data; it’s about what we do with it. In 2026, agentic buying will redefine the rules of programmatic, where every data layer is interrogated in real time, and transparency becomes the engine of performance. ### B2B buyer persona template URL: https://www.cmoalliance.com/b2b-buyer-persona-template-framework/ Last updated: 2026-03-23T17:53:08.000Z Crafting detailed, accurate, and insightful [buyer personas](https://www.cmoalliance.com/rethinking-buyer-personas-a-modern-approach-for-effective-marketing/) is essential for understanding your audience and driving successful marketing strategies. Our B2B buyer persona template is designed to help you create comprehensive profiles of your ideal customers – saving you hours of time, and making sure everyone is aligned on who you're trying to target! By using our template and following our step-by-step guide, you can gain deep insights into your target market and tailor your marketing efforts effectively. Curious to learn more? Let’s dive in. ## What is a B2B buyer persona template? A B2B buyer persona template is a strategic tool for creating detailed profiles of your ideal customers. These personas help in understanding the needs, motivations, and behaviors of different [buyer segments within the B2B market](https://www.cmoalliance.com/b2b-buyers-are-consumers-too/). By capturing essential information about potential buyers, marketers can tailor their strategies to better address the specific challenges and goals of their target audience. It's a super handy tool (if we don't say so ourselves 😉). The template includes several key components: - **Role in the buying process**: Understanding the buyer's influence and decision-making authority within their organization. - **Job title and responsibilities**: Knowing what they do and their key duties helps in framing your product's benefits in a way that resonates with their daily tasks. - **Company information**: Details about the company size, industry, and market position provide context about the environment in which the buyer operates. - **Demographics**: Basic information such as age, gender, and location, which can influence purchasing decisions and communication preferences. - **Goals and challenges**: Insight into what the buyer aims to achieve and the obstacles they face, allowing for more targeted messaging. - **Validators**: Factors that build trust and credibility, such as testimonials or case studies relevant to their industry. - **Why they will or won't buy**: Understanding the motivators and barriers to purchasing helps in crafting persuasive messages and overcoming objections. - **Communication preferences**: Knowing how and where to reach your buyers ensures that your messages are delivered effectively. ## How to use our B2B buyer persona template Follow this step-by-step guide to get the most out of the template. - **Gather data**: Start by collecting information about your current customers and prospects. This can be done through surveys, interviews, sales data, and [market research](https://www.cmoalliance.com/the-real-reasons-market-research-falls-short/). Aim to gather insights about their roles, responsibilities, company details, goals, challenges, and purchasing behaviors. - **Define the persona components**: Use the template to structure the collected data. Fill in each section with the relevant information, ensuring you cover all key aspects such as demographics, job details, company information, goals, challenges, and communication preferences. - **Segment your audience**: Create multiple personas if necessary, especially if your product serves diverse industries or roles. Each persona should represent a distinct segment of your target market, allowing you to tailor your marketing efforts to different groups effectively. - **Validate and refine**: Share the draft personas with your sales team and other stakeholders to ensure accuracy and relevance. Use their feedback to refine and adjust the personas, making them as realistic and useful as possible. - **Integrate into your strategy**: Use the personas in your marketing strategies, campaigns, and content creation. Reference them when developing new messaging, choosing communication channels, and designing customer experiences. This ensures that your efforts are aligned with the specific needs and preferences of your target audience. - **Update regularly**: B2B buyer personas should evolve as your market and customers change. Regularly update the personas with new insights and data to keep them relevant and accurate. This ongoing process helps in maintaining a deep understanding of your buyers and staying ahead of market trends. ## Download your B2B buyer persona template ![B2B buyer persona template](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/03/B2B-buyer-persona-template-1-1.png) [B2B buyer persona templateB2B buyer persona template.docx1 MBdownload-circle](https://www.cmoalliance.com/content/files/2026/03/B2B-buyer-persona-template.docx "Download") [B2B buyer persona templateB2B buyer persona template.pdf82 KBdownload-circle](https://www.cmoalliance.com/content/files/2026/03/B2B-buyer-persona-template.pdf "Download") [B2B buyer persona templateB2B buyer persona template For help on how to fill this template in, check out our B2B buyer persona example. Remember: the characteristics are interchangeable. Depending on what’s most relevant for your business, you may want to remove or add additional fields. We’d recommend a maximum of 10 fi…![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/kix-favicon-2023q4-20.ico)Google Docs![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AHkbwyIvHA2cu2V-Na1ZwW8NnWmPuoU_SWSr76sxVwWkpGgeHiNrJqqPSiclYHJkYAztzfyOdHSYcUNZeb9ih0JOmPsh19cd9A91OY2IaMe4HXN4hKKm8mCd-w1200-h630-p)](https://docs.google.com/document/d/1RPbCAE7wOR66NQ9HuwJIrlp39Nur3Fg1nfpzP9EVTsM/edit?usp=sharing) _This post is for paying subscribers only._ ### The best CMOs don’t wait for growth – they build it URL: https://www.cmoalliance.com/the-best-cmos-dont-wait-for-growth-they-build-it/ Last updated: 2026-02-27T17:45:11.000Z I've been in marketing long enough to see the same frustrating pattern play out again and again. You present your latest campaign results to the executive team, armed with impressive metrics about impressions and engagement rates. Meanwhile, your CEO's eyes glaze over as they wonder where the [revenue impact](https://www.cmoalliance.com/what-changes-when-marketing-gets-closer-to-revenue/) is hiding. Sound familiar? The statistics show that you’re in good company: - Only **14%** of CMOs play a direct role in enterprise growth strategy, according to [Gartner](https://www.gartner.com/en/documents/6348979#:~:text=Only%2014%25%20of%20CMOs%20surveyed%20by%20Gartner,roles%20are%20more%20likely%20to%20meet%20executive). - Just **52%** of marketing leaders succeed in [proving business value](https://www.gartner.com/en/newsroom/press-releases/2024-09-18-gartner-survey-finds-only-52-of-senior-marketing-leaders-can-prove-marketings-value-and-receive-credit-for-its-contribution-to-business-outcomes). - **47%** of CMOs feel their function is [viewed more as a cost center](https://www.gartner.com/en/newsroom/press-releases/2024-09-18-gartner-survey-finds-only-52-of-senior-marketing-leaders-can-prove-marketings-value-and-receive-credit-for-its-contribution-to-business-outcomes#:~:text=%E2%80%9CIn%20a%20Gartner%20survey%20of%20395%20CMOs%20from%20February%20through%20March%202024%2C%2047%25%20of%20CMOs%20said%20marketing%20is%20viewed%20as%20an%20expense%20rather%20than%20a%20strategic%20investment.) than a growth driver. And guess who tends to be most [skeptical of marketing's value](https://www.stocktitan.net/news/IT/gartner-survey-finds-only-52-of-senior-marketing-leaders-can-prove-0jchbtk87ys6.html)? CFOs and CEOs. The very people who control budgets and make strategic decisions about where to invest for growth. So, how do you move from being seen as a tactical executor to being recognized as a growth partner? It comes down to three shifts: - Measuring performance in terms tied directly to business value - Bringing valuable customer insights to executive stakeholders - Upskilling your marketing teams to think like strategists In this article, I’ll walk you through each shift, with real examples from my own experience. ## Measuring what matters to the C-suite Here’s what plays out in executive meetings all the time: marketing presents the results of a new campaign – millions of impressions, thousands of engagements, strong performance across key metrics. The CMO is understandably enthusiastic. Then, the executive team responds with some tough questions: How did this [grow pipeline](https://www.cmoalliance.com/b2b-pipeline-growth-planning/)? What’s the revenue impact? What was the return? [![Illustration showing a CMO celebrating 12M impressions and 10K engagements, while a C-suite executive questions pipeline, revenue growth, and campaign spend.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/02/data-src-image-8cc478b7-2a87-4025-8d45-418d10e66cb1.png)](https://www.cmoalliance.com/the-best-cmos-dont-wait-for-growth-they-build-it) What marketing reports and what the C-suite needs to hear don’t always match – and that’s where value gets lost in translation. For expert insights like this straight to your inbox twice a month, sign up for Pro+ membership. You'll also get access to a range of certifications, a complimentary Summit ticket, 50+ tried-and-true templates, members-only workshops, and **much* more. So, what are you waiting for? [Fast-track your marketing career ](https://www.cmoalliance.com/pro-plus-membership/?utm%5Fsource=ghost&utm%5Fmedium=resources&utm%5Fcampaign=content) ### Mapping C-suite priorities To change this dynamic, one of my team members recently created a framework for thinking about what [different executives](https://www.cmoalliance.com/exploring-the-world-of-executive-marketing-roles-more-than-just-cmo/) actually care about. For CEOs, it's all about pipeline growth and annual recurring revenue. They're focused on the top line, especially recurring revenue that provides predictable growth. CFOs? They want to understand the return on marketing investment. In fact, my first conversation with our CFO started with: "If I give you a dollar, how much do I get back?" [![Slide mapping marketing activities to CEO and CFO priorities, showing how growth intelligence, account insight, and automation align with pipeline, ARR, LTV, CAC, and ROMI.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/02/data-src-image-143aa944-71f7-4c26-bc43-108a381cb6ea.png)](https://www.cmoalliance.com/the-best-cmos-dont-wait-for-growth-they-build-it) With this in mind, at Nokia, we've started tracking specific campaigns over multi-year periods, measuring both our spend and the resulting order intake. Let me give you an example. For one campaign that we've been optimizing for over two years, we now generate **€12.20** in order intake for every euro invested. The Gartner benchmark for comparable B2B technology companies is five to one. Now we can show our CFO that we're delivering more than double the industry benchmark return, marketing looks less like a [cost center](https://www.cmoalliance.com/from-cost-center-to-revenue-powerhouse/) and more like a growth engine. ## Becoming the customer intelligence hub _This post is for paying subscribers only._ ### From hype to habit URL: https://www.cmoalliance.com/from-hype-to-habit/ Last updated: 2026-03-20T09:41:24.000Z CMOnow is your chance to stream exclusive talks and presentations, hosted by marketing experts and industry leaders. It's a unique opportunity to watch the most sought-after marketing content – ordinarily reserved for CMO Alliance Pro members. Each stream delves deep into a key marketing topic, industry trend, or case study. Simply sign up to watch any of our upcoming live sessions. 🎥 Access exclusive talks and presentations ✅ Develop your understanding of key topics and trends 🗣 Hear from experienced marketing leaders 👨‍💻 Enjoy regular in-depth sessions --- [Watch OnDemand](https://www.linkedin.com/events/cmonow-fromhypetohabit7431616294866665473/theater/) AI launches create excitement, but excitement alone doesn’t drive usage. Too often, teams generate buzz around new AI capabilities, only to see adoption plateau after the first few tries. Awareness is high, but activation, value realization, and long-term stickiness fall short. This session explores a real-world case study of how a product marketing team moved an AI feature from hype to habit - mapping the adoption journey end-to-end, identifying friction points, and using persona-led messaging, experimentation, and community to drive sustained usage. --- ### You’ll discover: 🎯 How to use decision trees and adoption funnels to pinpoint where AI adoption breaks down. 📈 Why awareness alone isn’t enough, and how to improve activation and stickiness across the funnel. 👥 How persona-based messaging helps convert both users and gatekeepers (like admins). 🧪 Practical ways to run fast A/B tests, build a continuous drumbeat of activations, and create feedback loops with your community. 🧠 How marketing can drive adoption even while product improvements are still in progress. --- ### Meet the speakers: [**Rinita Datta**](https://www.linkedin.com/in/rinitadatta/) **\- Director of Product Marketing at Splunk** Rinita Datta is Director of Product Marketing at Splunk (a Cisco company), where she drives product-led growth, developer marketing and community engagement. With a background spanning financial services and technology industries, she has led product strategy, engineered full-stack solutions, built teams, and launched novel programs that enhance customer experiences. She holds an MBA from the University of Texas at Austin and a Bachelor’s in Electronics Engineering from VNIT, India. Outside work, she’s a rescue dog mom to an adorable Jindo named Chilli, loves mentoring budding marketers and is a huge Marvel nerd. [**Baylie Depp**](https://www.linkedin.com/in/bayliedepp/) **\- Product Marketing Manager, Customer Success at Splunk** Baylie Depp is a dynamic Product Marketing Manager at Splunk (Cisco), where she focuses on product adoption, developer engagement, and community-driven growth. With expertise in lifecycle strategy, GTM execution, and customer experience, she brings insight-driven storytelling to every stage of the customer journey. Known for her curiosity and creativity, Baylie thrives at the intersection of people, product, and purpose. She holds an MBA from the University of Southern California with concentrations in Marketing and Tech Commercialization. ### 80% of B2B buyers start on AI, not Google: What that means for your GTM strategy URL: https://www.cmoalliance.com/80-of-b2b-buyers-start-on-ai-not-google-what-that-means-for-your-gtm-strategy/ Last updated: 2026-02-19T11:00:08.000Z For decades, [B2B marketing](https://www.cmoalliance.com/tag/b2b-marketing/) strategy started with one assumption: **If we rank on Google, we win.** But thanks to the rise of AI-powered answer engines like ChatGPT and Perplexity, that assumption no longer holds. AI search tools are rapidly becoming the starting point for B2B research. In fact, recent data from [The ABM Agency](https://abmagency.com/) shows that **80% of B2B buyers** now begin their journey in these AI engines, not through traditional search. That evolution changes the dynamics of brand visibility. Today, a buyer’s first impression of your brand often isn’t your website, ad, or sales team. It’s an answer generated and served by an AI model. And in most cases, you aren’t even in the room when the AI model forms that answer. [Forrester has called this new reality the “GTM Singularity](https://www.forrester.com/blogs/hello-gtm-singularity-turn-ideas-into-action-at-b2b-summit-north-america/),” a structural break in how buyers discover, evaluate, and decide. When AI systems facilitate discovery, traditional visibility tactics lose leverage. **Ranking alone is no longer enough.** For Chief Marketing Officers and their leadership teams, it’s time to change focus from optimizing for clicks to [earning inclusion in the answers themselves](https://www.cmoalliance.com/reposition-your-brand-with-aeo/). Visibility now depends on whether your brand is recognized as a credible source inside the AI systems your buyers rely on. So the question is no longer “How do we rank?” It’s “How do we show up in the answers?” ## **Visibility is no longer measured in clicks** When AI overviews appear in B2B search results (now in over **70%** of relevant cases), the consequences are immediate: Organic click-through rates drop by an average of **61%**. Many organizations are already seeing a decline of **34%** in organic traffic from search. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/02/Discovery-is-changing.png) But the traffic loss is just a surface-level problem. The deeper, more systemic change is behavioral: - Buyers can compress weeks of research into just a few minutes - [61% of B2B buyers now prefer a sales rep-free buying experience](https://www.gartner.com/en/sales/trends/future-of-sales) - [Only 9% of buyers consider vendor websites their most trusted source of information](https://company.g2.com/news/buyer-behavior-in-2024) So buyers aren’t so much browsing as they are interrogating. AI allows buyers to compare vendors, test claims, surface objections, and explore use cases in a single continuous session. By the time sales engages, a shortlist may already exist – influenced by an AI system trained on content you may not control. That’s not a top-of-funnel challenge; it’s a market access challenge. For years, [demand generation](https://www.cmoalliance.com/tag/demand-generation/) assumed buyers would move through journeys on owned properties. Increasingly, that evaluation now happens inside AI environments that synthesize and filter information on the buyer’s behalf. ## **The buyer has a new intermediary** B2B marketing has adapted to major shifts before, like moving from desktop to mobile or widespread adoption of social media. But this shift is different. This one changes **who controls discovery.** AI answer engines don’t just provide links. They interpret, summarize, rank, and frame the market in real time. In fact, sessions on these platforms now average **more than 14 minutes** — much longer than traditional search behavior. In that time, buyers are doing much more than simply consuming information. They’re refining requirements, testing assumptions, and reshaping evaluation criteria through a continuous dialogue. Effectively, **AI has become the intermediary between your brand and the buyer.** ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/02/Vincent-quote---headshot-1.png) As [Forrester writes](https://www.forrester.com/blogs/hello-gtm-singularity-turn-ideas-into-action-at-b2b-summit-north-america/), AI has pushed buyer autonomy and information access into overdrive. Buying groups can simulate evaluation processes **before speaking to a vendor.** That’s a really big change. It means that visibility is no longer about being found. It’s about being trusted enough to be cited. In the AI-mediated buying journey, **citation is the new visibility.** ## **The first glimpse of measurement: Bing's AI performance report** **One of the biggest challenges in this new environment is measurement.** If every conversation between AI and the buyer is unique, dynamic, and personalized … how can you *track* visibility? Traditional metrics like rank, traffic, and impressions only tell part of the story now. They measure clicks, but not influence within AI-generated answers. Microsoft’s new [AI Performance Report in Bing Webmaster Tools](https://blogs.bing.com/webmaster/February-2026/Introducing-AI-Performance-in-Bing-Webmaster-Tools-Public-Preview) offers the first meaningful step toward solving that. It gives brands visibility into whether their content is being cited within AI-generated responses across Microsoft Copilot and related experiences. As Microsoft puts it: “Visibility is not only about blue links. It is also about whether your content is cited and referenced when AI systems generate answers.” And that changes the measurement model. Instead of asking whether your brand ranked or got the click, you can (and should) now ask: - Were we referenced? - On which queries? - Which content is being trusted? The AI Performance dashboard includes four core indicators: 1. **Total citations:** The raw number of times your content has been referenced, providing a baseline for your brand's authority in the eyes of the AI. 2. **Average cited pages:** The number of unique pages being used as sources, indicating the breadth of your content's influence. 3. **Grounding queries:** A sample of the key phrases the AI used to retrieve your content, offering unprecedented insight into the specific questions your content is answering. 4. **Page-level citation activity:** A URL-by-URL breakdown of citation counts, allowing you to identify your most authoritative content and spot opportunities for improvement. This marks the beginning of Generative Engine Optimization (GEO) as a measurable discipline. With a tool like this, CMOs can now identify: - Where their brand is recognized as authoritative - Where competitors are being cited instead - Which topics AI most strongly associates with them - Where content lacks clarity, structure, or evidentiary depth Armed with this visibility, CMOs can make sharper decisions about where to invest — strengthening high-performing authority areas and closing gaps with content that is clear, structured, and evidence-backed enough to earn AI trust. ## **Owning the topic, not the keyword** Tools like Bing’s AI Performance report point to a larger strategic imperative: authority must be built intentionally. Brands can no longer rely on visibility tactics alone. They must rethink how their organization **defines, demonstrates, and distributes expertise.** That begins with uncomfortable but necessary questions many companies haven’t fully answered: - What problem do we truly solve? - What expertise do we demonstrably own? - Which topics should the market associate with our brand — and which ones shouldn’t? - For which audience are we the most credible voice? The goal is to move from being one of many vendors to being a trusted source. The brands that succeed here will move beyond talking about their products and into thought leaders who define their industries, whose expertise is widely trusted by AI models. ### **Consider two examples that built authority well before AI reshaped visibility** HubSpot didn’t simply sell marketing automation; they systematized and popularized inbound marketing. ADP didn’t just process payroll; they turned proprietary data into workforce insights that shape economic conversations. In both cases, the product absolutely matters — but the **authority** and **relevance** extend beyond it. That’s the blueprint to follow. When AI systems synthesize answers, they prioritize sustained topical depth over promotional volume. Brands that consistently publish structured, evidence-backed insight are far more likely to be cited. Authority cannot be asserted. It must be **demonstrated.** ## **The CMO as Chief Authority Officer** Thriving in the age of AI-powered buying requires leadership that extends far beyond the marketing department. It won’t be a task to delegate to SEO — it’s a C-suite-level imperative. Authority in an AI-mediated market isn’t created by content alone. It’s created through alignment. The new GTM mandate requires a deliberate, top-down effort to: 1. **Define topical authority:** Formally identify and commit to the specific domains where your organization will be the undisputed expert. 2. **Establish insight loops:** Create continuous feedback mechanisms to understand the evolving questions and challenges of your ideal customers. 3. **Audit for authority:** Conduct a ruthless audit of your existing content, evaluating it not for keywords, but for its readiness to serve as a trusted, authoritative source. 4. **Build an internal ontology:** Develop the internal structure and processes to consistently produce and distribute high-value, evidence-based, and trustworthy information. None of this works in silos. Cross-functional collaboration and alignment are key. Sales teams must understand how buyers are using AI to self-educate. Customer success must recognize that existing customers are also using AI to evaluate alternatives and expansion opportunities. And product teams must articulate innovation in ways that reinforce topical leadership. Authority can no longer live in campaigns or content calendars. It has to be embedded in how the company operates. In an AI-mediated market, authority determines visibility. Visibility determines consideration. And consideration determines growth. CMOs now sit at the center of that equation. ## **The choice ahead** Forrester’s framing of the “GTM Singularity” captures the scale of what’s happening: It recognizes that buyer behavior has already evolved When 80% of B2B buyers are using AI to inform decisions, and adoption is accelerating **four times faster** than search ever did, this stops being a marketing experiment. CMOs know that AI matters. That’s well established. But now their task is to ensure their organization builds durable authority in the environments where buyers are now forming opinions and narrowing options. Some teams will respond with the usual suspects in terms of tactics — adjusting SEO playbooks, publishing more content, watching citation reports. **But that won’t be enough.** Content volume and incremental optimization aren’t strong signals of trust. What matters is whether your brand becomes a consistent reference point when AI systems synthesize answers about your category. Over time, consistent citation reinforces perceived authority, and perceived authority drives recurring inclusion in AI-generated answers. **Brands that are regularly cited become the default options**. Brands that aren’t slowly disappear from consideration. Of course, that divergence won’t happen overnight. But it will happen. And the organizations that treat authority as a strategic asset, not a campaign outcome, will be the ones that benefit most from this shift. --- ## About the author [Vincent DeCastro](https://abmagency.com/vincent-decastro-bio-page/) is President and Founder of The ABM Agency, a pioneering force in the evolution of B2B marketing with over 20 years of experience helping enterprise organizations navigate the intersection of Account-Based Marketing (ABM), Artificial Intelligence, and [Generative Engine Optimization](https://abmagency.com/b2b-geo-services/) (GEO). Vincent has established himself as a thought leader in transforming how businesses approach the modern, AI-first buyer's journey. His expertise spans the full spectrum of account-based marketing strategies, from [highly personalized 1:1 ABM campaigns](https://abmagency.com/account-based-marketing/1-to-1-abm/) to scalable 1:Few approaches. He has served as a trusted advisor to organizations across industries including industrial manufacturing, SaaS, cybersecurity, fintech, pharmaceutical, and healthcare. In late 2024, Vincent led The ABM Agency's pioneering launch of Generative Engine Optimization services, positioning the agency at the forefront of a fundamental shift in how organizations build digital visibility and authority. His research backed approach to GEO has helped organizations adapt to the reality that the majority of B2B buyers now use AI search in their procurement and vendor research process. Vincent is a published author and frequent speaker whose insights have been featured in Entrepreneur, Forbes, Search Engine Land, MarketingProfs, and LinkedIn, where he shares practical frameworks that enterprise marketing teams can implement immediately. ### How brand guides strategy in times of change [Video] URL: https://www.cmoalliance.com/how-brand-guides-strategy-in-times-of-change-video/ Last updated: 2026-02-19T07:49:32.000Z --- --- ### CMOs to Watch in 2026 URL: https://www.cmoalliance.com/cmos-to-watch-in-2026/ Last updated: 2026-02-19T10:47:58.000Z Each year, marketing grows more complex. And yet, some leaders are navigating that reality with clarity and intention. **CMOs to Watch 2026** recognizes the marketing leaders shaping how modern organizations grow. These are the individuals influencing strategy at the highest level, aligning teams around sharper narratives, and building marketing functions designed for what comes next. Drawn from across industries, company sizes, and markets, this year’s list reflects the breadth of the CMO role today. Some are redefining how marketing demonstrates business value. Others are rebuilding operating models, integrating AI thoughtfully, or strengthening the connection between brand, revenue, and customer experience. What connects them is not a single leadership style, but **a shared ability to move marketing forward with intention.** This list exists to spotlight the leaders worth paying attention to, and to give our community a clearer view of where the discipline is heading. ## Here are the CMOs to Watch in 2026 --- ### A-D ![Liza Adams](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOS-to-Watch-2026/1766747163315.jpeg) ##### #### Liza Adams ###### AI Advisor & GTM Strategist at GrowthPath Partners Liza Adams is a go-to-market executive and AI advisor with over two decades of experience leading teams through critical growth stages. She works closely with leadership teams to integrate AI in ways that enhance decision-making, improve campaign performance, and elevate marketing’s influence within the business. Having guided GTM organizations at companies from $40M to $4B+ in revenue, Liza is recognized for pairing technological advancement with human change management. Her insights have been featured in Forbes and MarketingProfs, and she is widely respected for contributing practical, experience-led thinking to the marketing community. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/lizaadams/) ![Toni Allen](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOS-to-Watch-2026/1770650908135.png) ##### #### Toni Allen ###### Chief Engagement & Growth Officer at the Institution of Engineering & Technology (IET) Toni Allen is Chief Engagement & Growth Officer at the Institution of Engineering & Technology (IET), bringing over 25 years of experience leading integrated sales, marketing, and commercial strategy across global sectors including technology, professional services, education, healthcare, and cybersecurity. A Fellow of the Chartered Institute of Marketing (FCIM), Toni is recognized for her contributions to international development, equality, and the advancement of women in STEM. Her leadership is defined by a focus on data-informed engagement, digital transformation, and measurable impact across industry and society. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/tonic-allen/) ![Carolyn Bao](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOS-to-Watch-2026/1722027042737.jpeg) ##### #### Carolyn Bao ###### Chief Marketing Officer at Edge Carolyn Bao is CMO at Edge, bringing more than 20 years of experience leading go-to-market strategy for technology and SaaS organizations. She has held senior marketing roles at companies including AppsFlyer, Intuit, and Facebook, where she contributed to the development and launch of data-driven marketing solutions at global scale. Known for building high-performing teams and advancing modern marketing capabilities, Carolyn combines deep expertise in advertising technology with a focus on measurable business growth. She also teaches entrepreneurship at multiple universities across the US, and serves as Co-Chair of the Silicon Valley Leadership Community, supporting the advancement of Asian leadership in business. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/carolynbao/) ![Ro Bocking-Wood](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOS-to-Watch-2026/1748521322321.jpeg) ##### #### Ro Bocking-Wood ###### Marketing Director at Jungle Creations Ro Bocking-Wood is Marketing Director at Jungle Creations, with 14 years of experience spanning B2B and B2C environments across agencies and global brands. She is known for turning creative strategy into commercial growth, leading large-scale brand transformations and building marketing functions that support long-term business performance. Ro has overseen major rebrands for organizations including F-Secure, Brave Bison, and SocialChain, and has played a key role in multiple acquisitions while developing high-performing teams. Recognized as one of Top 100 Marketers on The Powerlist 100 (2025), GIM's 26 Marketers to Follow in 2026, and previously nominated for Prolific North’s Marketer of the Year 2023, her work sits at the intersection of creativity, operational rigor, and measurable growth. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/robocking/) ![Aviv Canaani](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOS-to-Watch-2026/1634106108820.jpeg) ##### #### Aviv Canaani ###### CMO/CRO at Datarails Aviv Canaani is Chief Marketing and Revenue Officer at Datarails, where he leads integrated go-to-market strategy across marketing, sales, and revenue operations. He brings extensive experience building and scaling high-growth technology companies, with previous leadership roles at Workiz, IBM, and Natural Intelligence. Known for aligning storytelling with commercial execution, Aviv focuses on creating growth strategies that strengthen market positioning and drive sustainable revenue. In addition to his executive leadership, he teaches startup marketing at Reichman University, supporting the next generation of marketing professionals. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/avivcanaani/) ![Karen Chalmers](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOS-to-Watch-2026/1739299328928.jpeg) ##### #### Karen Chalmers ###### VP Marketing and Partnerships at interVal Karen Chalmers brings more than 25 years of experience spanning creativity, media, and financial services, with a career focused on helping organizations turn insight into opportunity. Her work centers on connecting data and storytelling to develop strategies that support advisors, business owners, and the clients they serve. A collaborative leader known for building strong teams and fostering innovation, Karen approaches marketing with equal attention to performance and human connection. She is also an active speaker on the future of FinTech, exploring how technology can strengthen relationships while expanding how advisors support SMBs. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/kareneachalmers/) ![Kelly Cheng](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOS-to-Watch-2026/1754487122781.jpeg) ##### #### Kelly Cheng ###### CMO at Goldcast Kelly Cheng is Chief Marketing Officer at Goldcast, an AI-powered video content platform for B2B marketers. Since joining in 2021, she has built the company’s marketing organization from the ground up, helping scale the business beyond $10M in ARR and contributing to its acquisition by Blackstone-backed Cvent. An organizational builder, Kelly connects brand, content, and demand generation directly to revenue outcomes, supporting Goldcast’s growth into a trusted platform for enterprise organizations including Adobe, Microsoft, and Intercom. Prior to Goldcast, she held senior marketing roles at Wistia, PagerDuty, Dynatrace, and Havas Media Group. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/kellyhcheng/) ![Shelley Diamond](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOS-to-Watch-2026/1679331692977.jpeg) ##### #### Shelley Diamond ###### CMO at UNICEF USA Shelley Diamond is Chief Marketing Officer at UNICEF USA, where she leads integrated marketing, communications, and brand strategy to support the organization’s mission on behalf of children around the world. She has deep experience building and transforming global brands and businesses, including senior leadership roles at Young & Rubicam and across the WPP network, where she led cross-channel solutions and managed teams and P&Ls at scale. Shelley brings a long track record of strategic leadership in both corporate and nonprofit contexts, including governance experience on public and advisory boards and work advancing gender equality and mentorship initiatives. Her work reflects a commitment to building trust and relevance in mission-driven marketing while strengthening organizational capabilities and audience connection. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/shelley-diamond/) ![Jamie Domenici](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOS-to-Watch-2026/1741119642219.jpeg) ##### #### Jamie Domenici ###### CMO at Klaviyo Jamie Domenici is Chief Marketing Officer at Klaviyo (NYSE: KVYO), where she leads global marketing, brand strategy, and product-led revenue growth. Since joining in 2023, she has helped guide the company through its IPO while advancing Klaviyo’s market positioning as a CRM built for B2C businesses. Previously, Jamie served as CMO at GoTo, where she led a company-wide rebrand and supported growth across multiple business units. Earlier in her career at Salesforce, she launched the Customer Success Cloud and introduced the “Success as a Service” model, reflecting a consistent focus on aligning customer strategy with long-term business value. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/jdomenici/) ### F-H ![Francesco Federico](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/Francesco%20Federico.jpeg) ##### #### Francesco Federico ###### Chief Marketing Officer at S&P Global As a dynamic and results-driven intrapreneur, Francesco blends product, marketing, and technology expertise to spearhead transformative business solutions. With over 15 years of experience leading product innovation, digital transformation, and commercialization across global markets, he's driven growth and elevated customer experience for Fortune 200 brands in highly complex environments. His career is marked by building and guiding high-performing, diverse teams across Europe, Asia, and the US to achieve ambitious business outcomes. In his current role, he leads an integrated marketing function, overseeing Events, Product, Content, Digital, MarTech, and regional go-to-market execution across the bowtie. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/federicofrancesco/) ![Carlota Feliu](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOS-to-Watch-2026/1768700699511.jpeg) ##### #### Carlota Feliu ###### Head of Marketing at HP Carlota Feliu leads global B2B marketing at HP, where her work focuses on connecting strategy to revenue and ensuring marketing operates as a true commercial partner to the business. Over a 15+ year career, she has guided marketing across regions and business units, helping accelerate pipeline while supporting sustained market growth. Her leadership is defined by operational clarity and the ability to turn complex strategy into programs that scale. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/carlotafeliu/) ![Adrian Fulle](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/Adrian%20Fulle.jpeg) ##### #### Adrian Fulle ###### Chief Marketing Officer at Good Salt Life As a leader driven by curiosity and collaboration, Adrian’s experience spans multiple sectors. His background in building high-performing teams and crafting innovative strategies has allowed him to deliver successful ROI in the entertainment, SaaS, food supply chain, consumer goods, and animal health sectors. He approaches leadership by treating everyone like a client and fostering a culture of creativity and curiosity. Whether it's creating impactful brand stories or driving strategic growth, he pushes boundaries while staying grounded in the mission of improving lives and outcomes. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/adrian-fulle/) ![Rosie Guest](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOS-to-Watch-2026/1744276936270.jpeg) ##### #### Rosie Guest ###### Chief Marketing & Communications Officer at Apex Group Ltd Rosie has led and scaled the Marketing and Communications function at Apex Group for over a decade, supporting its growth from a mid-sized fund administrator to a global financial services provider with more than 13,000 employees and $3.4 trillion in assets serviced. She oversees a centralized global team, positioning marketing as a strategic partner to the business while driving innovation across the function. Committed to expanding opportunity within financial services, Rosie founded the company’s Women’s Accelerator Program in 2022, which has supported more than 700 women globally in advancing their careers. She is a Chartered Marketer and was named among Marketing Week’s most effective marketers in 2024 and 2025\. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/rosie-guest/) ![Bonnie Habyan](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/Bonnie%20Habyan%20%20.jpeg) ##### #### Bonnie Habyan ###### Chief Marketing Officer at X-Caliber Capital Bonnie is a Chief Marketing Officer who leverages entrepreneurial, forward-thinking, digital, and traditional marketing acumen to support the strategic vision of a growing, progressive company. She strives to deliver marketing expertise and to serve as an internal and external ambassador of the corporate brand, reaching across departments and disciplines to add significant value and deliver results. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/bonnie-habyan/) ### J-O ![Steve Keifer](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/Steve%20Keifer.jpeg) ##### #### Steve Keifer ###### Chief Marketing Officer at Ordway Steve is a seasoned technology CMO and has led marketing and product management teams at multiple high-growth SaaS companies that achieved billion-dollar valuations. He specializes in helping small and midsized companies build challenger brands, engineer predictable revenue through demand generation, and create powerful sales enablement programs. With extensive experience marketing complex business solutions, he’s presented in over 10 countries and authored a book on e-commerce technology's impact on global markets. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/stevekeifer/) ![Kae Kronthaler-Williams](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOS-to-Watch-2026/1745515372952.jpeg ) ##### #### Kae Kronthaler-Williams ###### Tech Chief Marketing Officer and Author Kae Kronthaler-Williams is a veteran Global Software Marketing Leader with over 30 years of experience driving revenue growth in B2B tech. A pioneer in human-centered leadership, she is the author of "Not Made for You," a definitive guide for women navigating bias in the technology sector. Renowned for her "Total Marketing" approach, Kae bridges the gap between brand strategy and P&L results. Beyond her commercial success, she is a dedicated mentor who has shaped the careers of countless marketers, championing a future where leadership is defined by empathy, equity, and systemic change. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/kaekronthalerwilliams/) ![Jamie Labov](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOS-to-Watch-2026/1752702387516.jpeg) ##### #### Jamie Labov ###### Executive Creative Director, Global Brand Strategy at Sotheby's International Realty Jamie Labov is an award-winning Executive Creative Director and brand strategist known for translating creative vision into measurable business impact across entertainment, luxury, and technology. Her work has supported multi-billion-dollar campaigns, including The Hunger Games, La La Land, and the Power franchise, reflecting a consistent ability to align storytelling with commercial success. Beyond entertainment, Jamie played a key role in scaling OPI from $120 million to $1 billion ahead of its acquisition by Coty and has led global creative strategy at Sotheby’s, driving revenue through targeted campaigns across more than 80 countries. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/jamie-labov/) ![Jean Lawrence](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/Jean%20Lawrence.jpeg) ##### #### Jean Lawrence ###### Chief Marketing Officer, Cloud and Network Services at Nokia A B2B marketing and communications executive, Jean brings extensive experience leading organizations focused on product marketing, digital campaigns, press, analysts, and social media in the technology and telecom industries. Passionate about inspiring and leading high-performing teams, she has a strong track record as an analytical and strategic thinker with the ability to identify growth opportunities, structure plans to pursue them, and collaborate across complex matrixed organizations. She is adept at crafting and communicating strategies to engage audiences, strengthen brands, demonstrate thought leadership, and drive revenue. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/jean-lawrence/) ![Anders Lindstrom](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOS-to-Watch-2026/1534336934533.jpeg) ##### #### Anders Lindstrom ###### Chief Marketing Officer at Cezanne HR Anders Lindstrom is Chief Marketing Officer at Cezanne HR, where he oversees global marketing for the cloud-based HR and payroll platform. His career spans senior marketing leadership roles across organizations including Magnit, Siemens, Experian, and Eurosport, with a consistent focus on strengthening market presence and supporting business growth. Comfortable operating across international markets, Anders brings a practical approach to building marketing functions that scale alongside the companies they support. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/anders-lindstrom-79250421/) ![Lynn Lucas](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOS-to-Watch-2026/1686782469858.jpeg) ##### #### Lynn Lucas ###### Chief Marketing Officer at Pure Storage Lynn Lucas is Chief Marketing Officer at Pure Storage, where she leads the global marketing organization. She is responsible for creative strategies that amplify brand awareness, drive demand across the company’s technology portfolio and services, and deliver compelling customer experiences. With 25+ years of B2B go-to-market leadership across hybrid cloud, software, and infrastructure markets, Lynn has built and scaled high-performing marketing organizations at Cohesity, Veritas, Good Technology, and Cisco. She was recognized as one of the Fearless 50 customer-led marketers at Cohesity and holds a BS in Electrical Engineering and Computer Science from UC Berkeley. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/lynnlucas/) ![Sonal Mane](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOS-to-Watch-2026/1654030984109.jpeg) ##### #### Sonal Mane ###### VP, Global Growth Strategy & GTM at Databricks A growth-focused executive, Sonal Mane builds go-to-market engines that help technology companies scale with intention. She has supported businesses from early stage to $500M+ by bringing product, marketing, partnerships, and sales into closer working alignment. At Databricks, she founded the company’s Digital Self-Service and User Growth organization, helping shift the business toward a hybrid model that improved activation, conversion, and partner-driven expansion. Earlier in her career, she developed Microsoft’s first patented AI-powered prediction platform and led global digital growth initiatives at Qualtrics. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/sonalmane/) ![Finola McDonnell](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOS-to-Watch-2026/1570021810686.jpeg) ##### #### Finola McDonnell ###### Chief Communications and Marketing Officer at the Financial Times A global communications and marketing executive, Finola McDonnell serves as Chief Communications and Marketing Officer at the Financial Times and sits on the FT Group’s executive board, contributing to corporate governance, global strategy, and digital transformation. Her remit spans international communications, brand, partnerships, design, and public affairs, with a focus on safeguarding and strengthening the FT’s reputation as a trusted source of business journalism. She leads an international team across London, New York, and Hong Kong. Prior to joining the FT, Finola held senior communications roles at CNBC International and BusinessEurope, where she directed campaigns engaging EU institutions. She is also a trustee of Citizens Advice and the Financial Literacy and Inclusion Campaign, reflecting a longstanding commitment to public service. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/finola-mcdonnell-0b02b310/) ![Jacqui Morgan](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOS-to-Watch-2026/1709201459832.jpeg) ##### #### Jacqui Morgan ###### Director of Global Social Media at Palo Alto Networks Jacqui Morgan is the Global Social Media Lead at Palo Alto Networks, where she leads global social and creative strategy across brand, demand, executive voice, community, and influence. She is known for redefining how enterprise brands use social as a strategic intelligence engine, not just a distribution channel. Jacqui operates at the intersection of creativity, judgment, and scale, with a focus on elevating craft in an AI-accelerated world. She is a frequent speaker, mentor, and advocate for human-centered marketing, and is recognized for pushing the industry toward more authentic, impactful, and trust-driven work. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/jacquimorgan/) ![Charlotte Mostaed](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOS-to-Watch-2026/1743011344829.jpeg) ##### #### Charlotte Mostaed ###### Chief Marketing Officer for Private Equity CPG Charlotte Mostaed led marketing at Health-Ade, where she helped guide the company through a period of rapid expansion, doubling revenue in under five years and supporting its $500M acquisition. Her work focuses on building enduring consumer brands while delivering disciplined commercial growth across retail, digital, and direct-to-consumer channels. Charlotte’s experience spans legacy CPG, private equity-backed businesses, and Fortune 500 organizations, including Pom Wonderful and Procter & Gamble. She is recognized for aligning innovation, brand strategy, and go-to-market execution to create momentum that extends beyond launch and into long-term category strength. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/charlottemostaed/) ![Angeley Mullins](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOS-to-Watch-2026/1759350177226.jpeg) ##### #### Angeley Mullins ###### Founder & CEO at Aetheris Ventures Angeley Mullins is Founder and CEO of Aetheris Ventures, where she advises founders, CEOs, and investors on scaling AI-enabled revenue engines. Her career spans executive roles across marketing, growth, and commercial strategy, supporting companies from early-stage development through high-growth expansion and successful exits. She has led revenue initiatives for global technology brands including Amazon, Intuit, and GoDaddy, and is recognized for helping organizations translate early momentum into durable market presence. Angeley also serves in advisory and board roles supporting technology advancement, leadership development, and greater representation across the executive landscape. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/angeleymullins/) ### P-Z ![Lamia Pardo](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOS-to-Watch-2026/1747994379787.jpeg) ##### #### Lamia Pardo ###### Chief Marketing Officer at MoneyGram Lamia leads marketing at MoneyGram, where her remit centers on supporting profitable growth and strengthening the company’s market position. She brings more than 14 years of experience managing large P&Ls and building marketing organizations designed to operate with both commercial focus and customer insight. Previously, she led growth marketing at HeliosX, contributing to an eightfold increase in revenue and the launch of new brands during a period of rapid expansion. Earlier in her career, Lamia was part of the founding team at Pangea Money Transfer, helping scale the business through product-market fit to its acquisition by Enova Financial, and later served as CMO at Consentium. Alongside her executive roles, she advises early-stage companies as they develop their growth foundations. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/lamia-pardo/) ![Catherine Sin](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOS-to-Watch-2026/1744291796208.jpeg) ##### #### Catherine Sin ###### Global Marketing Director at 3S Money A marketing leader and entrepreneur, Catherine Sin is Marketing Director at 3S Money, where she helps shape the company’s brand as it expands its international payments platform. She also serves as a non-executive director at BEYLA, an AI-native financial intelligence startup, and previously spent more than a decade at HSBC leading global marketing and strategy across 60+ markets. Catherine has been recognized by Management Today and Advertising Week Europe and is committed to supporting the advancement of women in business. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/catherinesin/) ![Rekha Srivatsan](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOS-to-Watch-2026/EAN6bMEZ_400x400.jpg ) ##### #### Rekha Srivatsan ###### SVP and Chief Marketing Officer at Tableau Rekha Srivatsan is the Chief Marketing Officer of Tableau, where she leads global marketing across brand, product, growth, and community. A seasoned B2B technology leader, Rekha is known for building enduring categories and translating complex innovation into clear, compelling narratives that drive adoption and growth. Prior to Tableau, she led Service Cloud—the largest business at Salesforce—where she helped scale one of the company’s most critical growth engines. At Tableau, she is helping define the future of analytics in the AI era, including the creation of the Agentic Analytics category. Rekha is passionate about customer-centric growth and marketing leadership. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/rekhasrivatsan/) ![Gael de Talhouet](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOS-to-Watch-2026/1694520269310.jpeg) ##### #### Gael de Talhouet ###### Vice President of Brand Building at Essity A global brand leader, Gael de Talhouet serves as Vice President of Brand Building at Essity, guiding brand strategy for a portfolio that spans consumer goods, B2B, and health and medical categories across more than 150 countries. His remit includes advancing digital capabilities and supporting the organization’s evolving approach to data and artificial intelligence within marketing. Gael’s career includes leadership roles at multinational companies such as L’Oréal, Heineken, Henkel, and Essity, alongside early entrepreneurial experience in technology and e-commerce ventures. Having lived and worked across Europe and Latin America, he brings an international perspective shaped by diverse markets and operating environments. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/gaeldetalhouet/) ![Cassius Taylor-Smith](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOS-to-Watch-2026/1630600440727.jpeg) ##### #### Cassius Taylor-Smith ###### Senior Vice President of Marketing at KONE Cassius Taylor-Smith serves as SVP of Marketing at KONE, where he leads a worldwide team focused on strengthening business impact through a unified marketing platform. With more than 25 years of experience, he specializes in connecting corporate strategy, brand, customer experience, and digital capability to support sustainable growth in complex enterprise environments. Prior to joining KONE, Cassius was CMO for EMEA at Colliers, overseeing marketing strategy across 42 countries following earlier leadership of the firm’s Asia marketing organization. His career reflects a consistent focus on aligning marketing with commercial priorities while guiding teams through periods of organizational and technological evolution. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/cassiusts/) ![Rebeca Vargas](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOS-to-Watch-2026/2093536c-c68f-4377-944f-74aa5938e67b_medium.jpg ) ##### #### Rebeca Vargas ###### Chief Marketing Officer at Girl Scouts of the USA A marketing executive with deep experience across financial services and mission-driven organizations, Rebeca Vargas serves as Chief Marketing Officer at Girl Scouts of the USA, where she leads brand stewardship and marketing efforts designed to expand awareness and support organizational growth. Her career includes senior marketing leadership roles at Citibank, Wells Fargo, and J.P. Morgan Chase across the U.S. and Latin America, alongside chief executive positions at the US-Mexico Foundation and Mujeres Líderes en STEAM. Recognized for advancing multicultural marketing and broadening audience reach, Rebeca brings a perspective shaped by both corporate scale and community impact. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/rebecavargas/) ![Andrew Warden](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOS-to-Watch-2026/1743556749909.jpeg ) ##### #### Andrew Warden ###### Chief Marketing Officer at Semrush Andrew Warden serves as Chief Marketing Officer at Semrush, where he leads an international team of more than 150 marketing and communications professionals. His career has centered on building and refining global marketing organizations, with experience spanning more than 20 countries and a sustained focus on digital transformation. Andrew specializes in strengthening brand positioning and demand generation for growth-stage and enterprise SaaS businesses, aligning go-to-market strategy with commercial performance. His leadership reflects a blend of operational discipline and international perspective shaped by working across diverse markets. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/apwarden/) ![Andy Weiss](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOS-to-Watch-2026/1666810856546.jpeg ) ##### #### Andy Weiss ###### Chief Marketing Officer at Ceipal Andy Weiss is Chief Marketing Officer at Ceipal where he leads brand and demand strategy in support of the company’s growth trajectory. With a career spanning both B2B SaaS and B2C brands across multiple industries, he has built and scaled marketing systems that help companies navigate market shifts and category evolution. His work includes guiding the transition of legacy software to modern SaaS at Ungerboeck and driving marketing and go-to-market programs at Linxup and Apollo Global, among other organizations. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/weissandy/) --- A huge thank you to everyone who took the time to nominate these inspiring individuals. It's thanks to our community that we can celebrate and lift the leaders making waves in the industry. And, finally, congratulations to the CMOs featured on this list for the leadership they continue to show in a role that keeps asking more of those who hold it. ### The 2026 B2B thought leadership playbook URL: https://www.cmoalliance.com/the-power-of-b2b-thought-leadership/ Last updated: 2026-02-18T16:16:30.000Z **Executive summary for CMOs:** - **The shift:** In 2026, content marketing is commoditized by AI. Thought leadership is now the primary driver of **Information Gain** – the metric Google uses to reward original human insight. - **The goal:** Move from chasing organic clicks to securing **AI Citations** (being the source for Gemini, ChatGPT, and Perplexity). - **The strategy:** Transition from brand-led content to [SME-led](https://www.cmoalliance.com/sme-revenue-growth/) (Subject Matter Expert) authority to de-risk the B2B buying committee. --- ## What is B2B thought leadership? [B2B thought leadership](https://www.cmoalliance.com/10-steps-to-implement-your-very-own-thought-leadership-strategy/) is the practice of sharing original insights, informed perspectives, and forward-looking expertise that shapes industry conversations and influences buyer thinking. Unlike standard content marketing, which often focuses on education and awareness, thought leadership seeks to lead opinion. It positions a brand or executive as a credible authority capable of interpreting change, challenging assumptions, and guiding strategic decisions. A useful distinction: - [**Content marketing**](https://www.cmoalliance.com/dont-just-create-content-do-something-with-it/) answers common questions. - **Thought leadership** reframes how those questions should be understood. True thought leadership is grounded in experience, research, and commercial understanding. It offers a point of view backed by evidence, not generic commentary. ## Why B2B thought leadership matters more in 2026 Several structural shifts in [buyer behavior](https://www.cmoalliance.com/hybrid-attribution-model-to-understand-buyer-behavior/) have elevated the importance of thought leadership. ### 1\. The rise of independent research B2B buyers now conduct extensive independent research before engaging vendors. By the time they speak to sales, they are often already 60-70% through the decision process. If your organization isn't influencing that research phase, you're competing late. Thought leadership content shapes early perception. It establishes familiarity, [credibility](https://www.cmoalliance.com/building-credibility-through-affiliate-marketing-with-emmet-gibney-video/), and intellectual alignment before commercial conversations begin. ### 2\. Trust deficit in digital content The volume of [AI-generated](https://www.cmoalliance.com/navigating-the-pitfalls-of-generative-ai-and-its-responsible-use-in-marketing/) and surface-level content has increased dramatically. Buyers are more sceptical of generic advice and [templated messaging](https://www.cmoalliance.com/product-messaging-framework-template/). Authority now depends on demonstrable expertise. Original insights, proprietary data, and practitioner perspectives stand out precisely because they are harder to replicate. ### 3\. AI-driven search and content discovery Generative search tools and AI assistants increasingly summarize and recommend content. These systems prioritise clarity, structure, and authority. Content that demonstrates expertise and presents structured insights is more likely to be referenced, summarized, or cited. In this environment, thought leadership is the currency of visibility. ### 4\. Revenue and sales enablement impact Effective thought leadership shortens sales cycles by: - Increasing buyer confidence - Validating strategic direction - Reducing perceived risk - Equipping internal champions with persuasive material When aligned with commercial priorities, thought leadership becomes a strategic growth lever rather than a marketing vanity metric. ## The new ROI: Why authority is the only “AI-proof” moat Buyers no longer simply search and click. They ask [AI agents](https://www.cmoalliance.com/ai-agents-the-shift-from-done-by-you-to-done-for-you/) for recommendations, consult private Slack communities, scan LinkedIn commentary, and validate opinions in niche forums. When every brand can generate a 2,000-word article in seconds, generic information has effectively been commoditized. The marginal value of another “how-to” guide is close to zero. In 2026, the return on thought leadership is no longer traffic alone. It's **Pipeline Velocity**. Authentic authority reduces the trust gap in the [B2B sales cycle](https://www.cmoalliance.com/the-b2b-marketing-funnel/). When prospects already recognise your perspective and credibility, they move from awareness to decision significantly faster – often eliminating weeks of repetitive vendor education. Authority compounds. Traffic fluctuates. In an AI-mediated market, authority is the moat. ### How AI has changed thought leadership discovery As mentioned, AI has fundamentally altered how [B2B content](https://www.cmoalliance.com/content-marketing-for-different-stages-of-the-buyers-journey/) is surfaced and consumed. Generative tools synthesize information rather than simply listing links. This means content must be: - Clearly structured with descriptive headings - Explicit in its arguments and conclusions - Backed by evidence and demonstrable expertise - Written with clarity rather than ambiguity Ambiguous or overly narrative content is less likely to be extracted into AI summaries. Structured insight is rewarded. To optimize thought leadership for AI visibility: - Include concise summaries at the beginning of sections - Use direct, declarative language - Support claims with data or examples - Address specific, high-intent questions The future of [discoverability](https://www.cmoalliance.com/how-llms-are-reshaping-product-discovery/) belongs to content that is both authoritative and easily interpretable by machines. ## From “content” to “information gain” Modern search engines and AI systems reward **Information Gain** – content that adds something new to the conversation. If your article simply summarizes what already exists in the top 10 results, it offers no incremental value. It's unlikely to rank strongly or be cited by AI models. In 2026, three forces define Information Gain: ### Original research is the anchor Original research dramatically increases authority signals. [Data-backed reports](https://www.cmoalliance.com/tag/reports/), proprietary surveys, and [industry benchmarks](https://www.cmoalliance.com/competitive-benchmarking-template-framework/) generate significantly more citations than generic guides. AI systems are designed to surface sources that provide measurable, attributable insight. ### The SME pivot Audiences follow experts, not logos. Leading B2B brands are turning internal specialists into visible creators – publishing executive insights, hosting discussions, and contributing personal perspectives. This shift strengthens both [trust](https://www.cmoalliance.com/building-brand-trust-in-a-new-era-of-data-privacy/) and discoverability. ### The contra-point strategy AI models are trained on consensus. If your content simply agrees with prevailing industry narratives, it blends into the dataset. To stand out, provide a credible, evidence-backed contrarian position. Challenge assumptions. Offer interpretation – not just repetition. ## The core pillars of effective B2B thought leadership Successful thought leadership rests on five foundational pillars. ### 1\. Original insight Authority begins with originality. This may include: - Proprietary research - First-hand practitioner experience - Contrarian perspectives - Emerging trend analysis If your content could be published unchanged by any competitor, it's not true thought leadership. ### 2\. Credibility and experience Modern audiences assess expertise critically. Named experts, clear credentials, real-world [case studies](https://www.cmoalliance.com/customer-case-study-questions-template-framework/), and transparent methodology all enhance credibility. Expert-led content consistently outperforms anonymous brand commentary. ### 3\. Audience relevance Thought leadership must speak to pressing commercial challenges. It should demonstrate understanding of board-level concerns such as growth, efficiency, transformation, risk, and [competitive positioning](https://www.cmoalliance.com/product-positioning-template-framework/). The most effective pieces address specific strategic tensions facing decision-makers. ### 4\. Strategic distribution Even exceptional insights fail without [distribution](https://www.cmoalliance.com/linkedin-outreach-strategies/). Leading brands amplify thought leadership through: - Executive LinkedIn publishing - [Podcasts](https://www.cmoalliance.com/podcasts-every-cmo-should-be-listening-to/) and [webinars](https://www.cmoalliance.com/webinar-strategy-template-framework/) - Industry partnerships - Guest articles and collaborations - [Email](https://www.cmoalliance.com/important-b2b-email-marketing-kpis/) and [community](https://www.cmoalliance.com/join-slack/) channels Distribution isn't an afterthought – it's part of the strategy. ### 5\. Consistency over campaigns Authority compounds over time. Sporadic publishing undermines perception. Organizations that commit to sustained thought leadership programs build cumulative visibility and recognition. ## B2B thought leadership examples (modern approach) Strong contemporary examples share several characteristics: - They introduce new [data](https://www.cmoalliance.com/from-data-to-action-the-cmo-playbook/) or interpretation. - They challenge existing assumptions. - They connect macro trends to commercial outcomes. - They demonstrate practitioner authority. For example, a SaaS company publishing annual benchmark data on [customer retention](https://www.cmoalliance.com/customer-retention-survey-framework/) – accompanied by executive commentary interpreting market shifts – demonstrates significantly more authority than a generic “top tips” article. The measurable outcomes often include: - Increased branded search - Higher inbound lead quality - Greater media citations - Improved conversion rates among exposed audiences The power lies not just in publishing insight, but in shaping industry narrative. ## How to build a B2B thought leadership strategy A structured approach ensures consistency and commercial impact. ### Step 1: Define your unique perspective Identify where your organization has distinctive expertise. This may stem from data access, industry experience, or a unique strategic philosophy. ### Step 2: Map high-intent industry questions Understand what your audience is actively researching. Focus on strategic questions rather than tactical ones. ### Step 3: Develop evidence-backed insight Ground content in research, real examples, or first-hand experience. Avoid unsubstantiated opinions. ### Step 4: Structure for discoverability Use clear headings, concise summaries, and direct answers to likely queries. Optimize for both human readers and AI extraction. ### Step 5: Activate distribution channels Equip executives and internal stakeholders to amplify content across platforms. ### Step 6: Measure authority and revenue impact Track metrics such as: - Share of voice - Brand search growth - Content-assisted pipeline - Engagement quality - Sales cycle velocity Authority should be evaluated alongside revenue indicators. --- ## FAQs ### What is B2B thought leadership? B2B thought leadership is the practice of sharing original, evidence-based insights that influence how industry professionals think about strategic challenges. It positions a brand or executive as a trusted authority rather than simply a content publisher. ### How is thought leadership different from content marketing? Content marketing typically focuses on educating or informing audiences. Thought leadership goes further by presenting unique perspectives, original research, or contrarian views that shape industry conversations and guide strategic thinking. ### Does thought leadership generate leads? Yes – indirectly and strategically. Thought leadership builds trust and credibility early in the buyer journey, increasing the likelihood that prospects engage, convert, and advocate internally. It often influences pipeline rather than acting as a direct response channel. ### How do you measure thought leadership ROI? Effective measurement combines brand metrics (share of voice, brand search growth), engagement metrics (time on page, executive engagement), and commercial indicators (pipeline influence, deal velocity, win rates). ### How do you optimize thought leadership for AI search? Structure content clearly, answer specific high-intent questions, provide concise summaries, and support claims with evidence. AI systems prioritize clarity, authority, and well-organized insights. ### "Do" diligence: How to become an investor-ready CMO before there’s an acquisition on the horizon URL: https://www.cmoalliance.com/do-diligence-how-to-become-an-investor-ready-cmo-before-theres-an-acquisition-on-the-horizon/ Last updated: 2026-02-19T11:48:12.000Z If you’re anything like me, you read the headline, corrected it in your head to “Due Diligence”, and silently judged me. I chose these words deliberately, in what I hope is a clarion call to CMOs everywhere: adopt an investor mindset to elevate your role (and your department) from operational to transformative long before you need to. This will benefit you, your company, your team, and any future ownership. Investment groups don't buy "good ideas"; they buy repeatable systems. I have been involved in acquisition discussions with serious investors that result in high-stakes acquisitions, and throughout, the marketing function is being evaluated as a **predictable revenue engine**. Put simply, when an investment group conducts due diligence on a potential acquisition, they are looking for **evidence** that marketing spend is an investment with a measurable, scalable return. If, for example, you can show the marketing function is leveraging behavioral data to predict churn and automate upsells, you aren't a cost center but [the architect of the company’s future cash flow](https://www.cmoalliance.com/a-guide-to-smarter-marketing-budget-allocation/). I believe that many CMOs could benefit from applying this diligence process to their operation long before any acquirers show interest. Savvy CMOs should adopt the private equity diligence process as a "stress test" for their own operational maturity. By adopting an investor mindset, a CMO evolves from being a creative leader or operational steward to a business propellant and revenue driver who naturally speaks the language of the CEO and Board. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/02/Kae-quote---headshot-1.png) ## What gets measured During the due diligence phase, deal teams will scrutinize the "unit economics" of the marketing department. They tend to ignore vanity metrics (likes, impressions, brand awareness), seeking financial performance data like: - [**CAC**](https://www.cmoalliance.com/a-beginners-guide-to-customer-acquisition/)**\-to-LTV ratio:** In SaaS, a 3:1 ratio is generally considered the minimum viable benchmark, so getting north of that can help you pass the initial profitability sniff test. They will seek to determine whether this ratio is improving or decaying over time. - **Cohort analysis:** Track customer groups acquired in specific months. Does a customer acquired in January 2024 behave as well as one from January 2022? This reveals the “quality of the growth”. - **Payback period:** How quickly does the company recoup the cost of acquiring a customer? In a high-interest-rate environment, cash efficiency is king, and this metric means more than margin. - **Pipeline coverage:** Investors may seek a 3x to 4x pipeline-to-revenue ratio. If marketing isn't fueling the sales team with enough qualified leads to hit the next 12 months' targets, valuations get questioned. ## Why it matters As an investor leans in to learn more about an operation, their paramount objective is to accurately measure **risk** versus **opportunity.** The marketing audit serves two primary purposes for the acquisition team: - **Identify "The Leaky Bucket":** If the target company has high churn but masks it with aggressive (and expensive) new [**customer acquisition**](https://www.cmoalliance.com/tag/customer-acquisition/) or steady price increases, the PE firm sees a high-risk asset. Behavioral data can help predict cohorts with higher churn likelihood. - **Assess scalability:** Investors sometimes explicitly ask: "If we double the marketing budget on the day after the close, when will revenue double, and how will CAC be impacted?" They are hunting for **efficient frontiers** where the company can grow without diminishing returns (as in, they want confidence that they can generate returns for their partners.) ## How CMOs "prove themselves" to investors Because of the blunt nature of the diligence process, it's easy for marketing leaders at a target firm to get defensive during an acquisition. Questions like “Why not just focus on the top five performing campaigns and ignore all the rest?” can feel uninformed and get repetitive. To prove your value to an investment group (your future bosses), focus on the basics: ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/02/Proving-yourself-to-investors.png) ### [MarTech](https://www.cmoalliance.com/tag/tech/) maturity Demonstrate you aren't just sending emails, but tracking the customer journey. Map out the system handoffs and enrichment points, identify current or future behavioral data, and determine how it impacts outreach. You want to describe an automated flywheel, not a series of manual campaigns. ### **“Clean” data** Nothing kills confidence faster than dubious data. If you don't match Finance's numbers, everyone assumes marketing doesn’t have a handle on things. Admit ambiguity (we have dupes in the CRM), clarify where appropriate (lead scores differ by source), and above all, understand the data. ### **Margin expansion** Show marketing reduces the cost of sales. If marketing-led leads close faster or at a higher price point than cold-outreach leads, you are not a lead source; you are a value creator, a reducer of sales friction. Grow ACV, optimize conversion rates, and automate upsell opportunities. ### **Brand moat** Find data to support brand defensibility and tout your differentiation. What is your moat? Brand? Switching Costs? Network Effect? Investors will (rightly) ask, “What protects this company from competitors simply outspending them in paid display ads?” You need a concise and compelling answer to that. ## **How to adopt this mindset** At this point, I hope it's clear that even without an impending acquisition, there is real benefit to adopting **due diligence as an operating mindset** **to “do diligence.”** Even if an acquisition never comes, CMOs can use the framework to drive internal efficiency, elevate marketing's status within the organization, and maybe even secure more budget! What actions can interested CMOs take to embrace this? ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/02/Investor-Ready-Marketing.png) ### **Audit unit economics** PE firms first look at the LTV:CAC ratio and Payback Period. Don’t wait for a sale to track these. Go back as far as you can to establish run rates and model patterns. This is also a good place to start carving up cohorts to understand how behavior may have changed over time. Establish a "Unit Economics Dashboard" to be shared with the CFO at regular meetings to align on available data and to commit to working with your finance partner to derive business meaning and gain buy-in. When you can prove that every dollar invested in a specific channel yields four in lifetime value ([and that conclusion is endorsed by Finance](https://www.cmoalliance.com/how-marketing-and-finance-can-work-together-for-growth-video/)) budgets morph from educated guesses and line item negotiation into pretty simple math for growth. ### **Focus on pipeline velocity** Due diligence often exposes "lead inflation," where marketing generates thousands of leads that never turn into revenue. While we know the truth is more nuanced than that, it is a helpful lens when assessing spending efficiency. Instead, it’s worth doing the following: Stop incentivizing your team on MQLs or general funnel figures. Instead, tie KPIs (and thereby bring focus to) **pipeline velocity** (how fast leads close) and analyze **sales acceptance rates** (by month, by rep, by source) Get beyond lead quotas and funnel figures and focus on intention and behavioral signals wherever possible. Getting more of the fastest-moving leads will yield multiple improvements — not just to the metrics. ### **Margin expansion through sales efficiency** A big part of the CMO job is to focus on the total cost of sales. It is not enough to administer the marketing budget to minimize waste; CMOs need to reduce sales friction **everywhere**. Explore these margin-expanding signals: - **Higher average contract value (ACV):** Assume marketing leads are educated on the value proposition and close at a 20% higher price point than cold outreach (because they buy a higher tier), thereby directly expanding gross margin. - **Reduced sales touch:** If marketing content answers 80% of a prospect's questions before they speak to a rep, did marketing not reduce the Sales Engineering hours required to close a deal? - **Improved win rates:** Do higher-quality leads or content-driven nurture result in higher win rates, reducing the expense of sales labor on lost deals? - **Automated upsells:** Using behavioral data to trigger expansion revenue (upsells) without needing a salesperson to pick up the phone is the ultimate form of margin expansion. Understand your base and target your offers. ### **Identify and strengthen "economic moats"** Investors love "moats" – the conceptual barriers to entry that protect profits from competitive threats or market erosion. Once the vision statement is written, this often falls to the bottom of priorities, but CMOs are responsible for building (or at least measuring) several types of moats: ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/02/Four-economic-moats.png) - **Brand moat:** The share of mind you command in the market. When solutions are considered, are you on the short list or an afterthought? Ideally, you want to own the category (e.g., Kleenex vs. tissues), but any level of recognition reduces reliance on paid acquisition. - **Switching Cost moat:** When the friction of moving to a competitor is too high, the incumbent benefits from a certain stickiness. Marketing can assist here by deepening community integration, leveraging proprietary data insights, or highlighting costly migration use cases. - **Network effect moat:** When each new user makes the product more valuable for everyone else (e.g., Slack or LinkedIn), marketing’s role is to cost-effectively acquire users, drive viral loops, and define new ways to increase the ecosystem's value. - **Intangible asset moat:** If patented technology, proprietary data, or unique regulatory requirements make your product a seemingly safe harbor for discerning users, marketing must showcase the uniqueness that competitors cannot replicate. ### **Build a predictive engine** Investors value **repeatable systems**. A marketing department that only reacts to monthly goals is a risk; one that predicts future churn is an asset. Implement "Propensity Modeling" using behavioral data. For example, automate outreach to customers whose usage frequency has dropped before they reach the churn window. You move from **defensive** marketing (finding more customers to replace those you've lost) to **offensive** marketing (securing future revenue efficiently). ### Master the narrative on data We all know that making decisions based on incorrect or incomplete data isn’t pretty. During diligence, dirty data leads to valuation haircuts, which cost stakeholders real money. In daily operations, it complicates our lives, pollutes our dashboards, and impedes progress. Do everything you can to improve data integrity. Treat your CRM and MarTech stack as a financial ledger. Conduct audits to ensure [marketing attribution](https://www.cmoalliance.com/tag/marketing-attribution/) aligns with the revenue recognized by the finance team. When the numbers are aligned and verified, the marketing function is seen as trusted to lead strategic growth initiatives. The result is you gain credibility with your peers, your CEO, and your Board. The ultimate lesson from any diligence process is that transparency is the goal. A smart CMO operates as if they are **constantly building the "data room"** of a billion-dollar deal. By maintaining this level of rigor, you ensure that marketing is never the first place people look when it’s time to cut costs—instead, it’s the first place they look when they want to invest for growth. So, long before it’s time for *due diligence*, I encourage you to **do diligence**! ### Marketing skills matrix URL: https://www.cmoalliance.com/marketing-skills-matrix-template-framework/ Last updated: 2026-02-16T12:58:14.000Z [Managing a marketing team](https://www.cmoalliance.com/from-0-to-57-lessons-learned-from-management/) means knowing who can do what – and where the gaps are. This marketing skills matrix template helps you map your team's capabilities, spot skill shortages before they become problems, and make smarter decisions about training, hiring, and succession planning. ## What is a marketing skills matrix template? A marketing skills matrix is a visual tool that captures the proficiency level of each team member across [key marketing skills](https://www.cmoalliance.com/what-is-a-t-shaped-marketer/). Think of it as a snapshot of your team's collective capabilities. It uses a simple rating scale to assess how skilled each person is in areas like campaign planning, analytics, stakeholder management, or channel-specific expertise. The beauty of a skills matrix is that it turns something intangible – your team's knowledge and experience – into something you can actually see and work with. You'll quickly spot where you're strong, where you're vulnerable, and where you need to invest in development. ## Who is it for? This template is designed for marketing leaders who want to: - **Understand their team's current capabilities** and identify skill gaps that could impact upcoming projects or campaigns - **Make informed decisions about hiring and resource allocation** by knowing exactly what skills you have in-house versus what you need to bring in - **Plan professional development** that's targeted and strategic, rather than scattershot - **Prepare for succession risks** by identifying single points of failure – those critical skills that only one person on your team possesses - **Support performance conversations** with clear, objective assessments of where team members excel and where they could grow Whether you're managing a team of five or fifty, this template gives you a practical way to get organized about skills and development. ## How to use the template ### Step 1: Define the key skills for your function Start by identifying the 8–12 skills that matter most for your marketing team's success. These might include things like campaign planning, data analysis, content creation, SEO, paid media management, or stakeholder communication. ### Step 2: List your team members Add each person on your team to the matrix, along with their role. This gives you context when you're reviewing the results later. ### Step 3: Assess proficiency levels Use the 0–4 scale provided in the template to rate each person's current skill level: **0** \= No experience or exposure **1** \= Basic awareness – can follow instructions but not execute independently **2** \= Working knowledge – can complete tasks with some support **3** \= Proficient – can perform independently and assist others **4** \= Expert – recognized as the go-to person or can teach others Be honest and consistent in your assessments. You might want to involve team members in self-assessment or gather input from peers to make the ratings more accurate. ### Step 4: Highlight critical skills Identify any skills that are particularly important for upcoming projects, strategic priorities, or business goals. This helps you focus your attention on the areas that matter most right now. ### Step 5: Analyze the results Look for patterns in your completed matrix: - Where are you consistently weak across the team? - Are there skills that only one or two people have? (That's a succession risk.) - Which team members show the most potential for growth? - Do junior team members have clear paths to develop the skills they need to progress? ### Step 6: Take action Use your insights to create a plan. This might include training programs, mentorship pairings, hiring priorities, project assignments that help people build new skills, or contingency plans for key person dependencies. ### Step 7: Review regularly Skills matrices aren't set-it-and-forget-it documents. Review and update yours quarterly or biannually to track progress, adjust for new priorities, and make sure you're staying ahead of your team's development needs. ## Get your marketing skills matrix ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/02/Skills-matrix-template.png) [Marketing skills matrix templateMarketing skills matrix template.xlsx206 KBdownload-circle](https://www.cmoalliance.com/content/files/2026/02/Marketing-skills-matrix-template.xlsx "Download") [Marketing skills matrix template![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/spreadsheets_2023q4-13.ico)Google Docs![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AHkbwyKL8ha11JXIVcfzedepMcku_7sIBFu2rhy3PUo7bQyhnCAdQJpqZbvWL_g_lscYA50LEcskrxlqU3qEnwlSSP_xd-K-5m5aXxlxJNWwUVe81PZSZCU-w1200-h630-p)](https://docs.google.com/spreadsheets/d/19AmHzxR9fq1cr-ovQMKihCnqovog2acRk69I4IvEj2g/edit?usp=sharing) _This post is for subscribers on the Exec+ membership tier only._ ### Building a data-literate marketing team URL: https://www.cmoalliance.com/building-a-data-literate-marketing-team/ Last updated: 2026-02-16T12:45:57.000Z Marketing has always been a discipline in motion, but the pace of change today feels particularly intense. [New trends ](https://www.cmoalliance.com/2026-projections-three-forces-that-will-reshape-every-cmos-playbook/)appear almost weekly, artificial intelligence is reshaping how we work, and long-established playbooks are regularly questioned or even declared dead. In the middle of this constant acceleration, it’s easy for marketing teams to feel pulled in too many directions at once. Over time, I’ve found that the most effective response to this complexity is not to chase every new idea, but to stay grounded in fundamentals. Strong marketing still depends on clarity of purpose, disciplined thinking, and a deep understanding of customers. These foundations act as a compass when everything else feels in flux. This becomes especially important when we talk about [data and insights](https://www.cmoalliance.com/from-data-to-action-the-cmo-playbook/). Access to data is no longer the problem. If anything, we now have too much of it. I recently came across a sarcastic post on LinkedIn saying that marketers today can almost predict when a customer needs to go to the bathroom, yet still struggle to turn that information into meaningful action. While this is, of course, an exaggeration, the point still stands. Having data is one thing; [knowing how to use it](https://www.cmoalliance.com/how-you-can-go-from-data-driven-to-data-informed-2/) with confidence is another. At the same time, there's a reality we don’t always acknowledge openly. Many junior marketers still feel uncomfortable working with data. That’s not a failure of talent or ambition. Data hasn’t traditionally been a marketer’s native language, and becoming fluent in it takes time, exposure, and practice. Without the right environment, data can easily become a source of friction rather than empowerment. What follows isn't a formula or a universal framework. It’s a reflection of what, in my experience as a marketing leader, has helped build teams that go beyond reporting metrics and instead use insights to inform decisions and drive outcomes. ## 6 principles that have helped me build data-literate marketing teams ### 1\. Critical thinking comes first Data only becomes useful when it's guided by clear thinking. If a team dives into numbers without knowing what they are trying to learn or decide, the result is usually confusion rather than insight. Dashboards grow, analysis multiplies, and clarity decreases. Building a critical-thinking muscle means helping people slow down and ask better questions: - What are we trying to understand? - What decision will this inform? - What assumptions are we making? As leaders, we also need to create the psychological safety that allows these questions to be asked openly. Marketing doesn’t come with a rulebook, and what worked in the past doesn’t automatically apply to the future. Progress comes from constant questioning and validation, not from blind adherence to precedent. ### 2\. Strong alignment with go-to-market strategy Critical thinking needs direction, and that direction comes from a clear go-to-market (GTM) strategy. When [teams are deeply aligned with GTM](https://www.cmoalliance.com/aligning-gtm-teams-and-the-c-suite-in-the-ai-era/), it becomes much easier to distinguish between interesting data and useful data. [GTM](https://www.cmoalliance.com/go-to-market-template-framework/) alignment helps teams understand which problems truly matter, what success looks like, and which signals are worth paying attention to. Without this alignment, analysis risks becoming disconnected from real business impact. With it, data becomes a practical tool for prioritization and focus, rather than an academic exercise. ### 3\. The right tools and processes (not all the data) Culture and mindset are essential, but they need to be supported by the right foundations. For teams to work confidently with data, they must have access to reliable information and tools that don’t create unnecessary friction. [Marketing data](https://www.cmoalliance.com/why-marketing-needs-better-data/) is rarely perfect or complete, and chasing total visibility is often a distraction. Teams don’t need every possible metric; they need a consistent set of fundamental data points they can trust and return to regularly when making decisions. ### 4\. Making marketing data defensible across teams One of the biggest barriers to [data-driven marketing](https://www.cmoalliance.com/crafting-data-driven-narratives-that-resonate/) is a lack of trust, especially across functions. Marketing metrics are often questioned, and in many cases, that scrutiny is understandable. They are rarely an exact science and are often built on shared definitions and conventions. This is where leadership plays a critical role. It’s our responsibility to ensure those agreements are clear, aligned, and resilient. When teams feel their data will be dismissed or challenged unpredictably, they naturally stop relying on it. Over time, decision-making drifts back toward opinions and instincts. I’ve seen this pattern repeatedly, and it’s one of the hardest dynamics to reverse once it takes hold. ### 5\. Making data and insights part of the team’s language Data literacy becomes real when it shows up in everyday conversations, not just in reports. This starts with leadership behavior. When decisions are consistently backed by data, when questions are framed around evidence, and when rigor is expected as a standard, those behaviours become contagious. This often requires repetition and discipline. Asking for evidence, pushing for clarity, and modeling rigor, even when it’s uncomfortable, sets a clear expectation. Over time, this standard becomes part of the team’s identity, and other functions learn to expect it when working together. ### 6\. Recognizing curiosity, not just outcomes Insight-led teams are built through learning, not only through success. We naturally celebrate visible wins, strong results, [successful campaigns](https://www.cmoalliance.com/balance-data-and-creativity-for-effective-marketing-campaigns/), and clear growth. These matter, but they’re not the full picture. Some of the most valuable progress comes from experiments that don’t deliver the expected outcome but still generate learning. When curiosity and thoughtful testing are recognised, even when they fail, teams become more confident in using data to explore, learn, and improve. ## Closing thoughts Building a data-literate marketing team isn't about turning marketers into analysts or optimizing for dashboards. It’s about helping teams develop sharper thinking, stronger judgment, and the confidence to make decisions based on evidence rather than assumptions. As marketing continues to evolve at speed, the teams that will stand out aren't those with the most data, but those with the greatest clarity about what matters and why. Data becomes powerful only when it's anchored in fundamentals, connected to strategy, and translated into insight that informs action. This is an ongoing journey for most organizations, not a one-time transformation. It requires patience, consistency, and a shared commitment to learning. But the payoff is significant: marketing teams that are more credible internally, more aligned with the business, and better equipped to [navigate uncertainty](https://www.cmoalliance.com/adaptability-resilience-and-the-value-of-diverse-experience/). ### Influence orchestration: How CMOs can win in the AI-first buying era URL: https://www.cmoalliance.com/influence-orchestration-how-cmos-can-win-in-the-ai-first-buying-era/ Last updated: 2026-02-13T16:51:32.000Z On a whim, I recently asked ChatGPT to create an image that would capture [the current moment in marketing](https://www.cmoalliance.com/the-challenges-leading-marketing-teams/). Something that would speak to where we are as we look ahead into 2026 and beyond. Here’s what it gave me: [![Photo-realistic image of a man and a woman tandem skydiving](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/02/data-src-image-2a94d596-f56a-48a8-99d9-61c7ee677bed.png)](https://www.cmoalliance.com/influence-orchestration-how-cmos-can-win-in-the-ai-first-buying-era) It made me chuckle at first. But the more I looked at it, the more I thought: yeah, this captures it perfectly. The past year has felt both terrifying and exhilarating, hasn't it? The root of the "terrifying" part is obvious: the front door to your brand has moved. It’s no longer your homepage or your carefully crafted outreach sequence. Today, the front door is [a ChatGPT prompt or a Perplexity search](https://www.cmoalliance.com/how-llms-are-reshaping-product-discovery/). But then there’s the "exhilarating" part – we finally have the tools to understand and influence the shadowy corners of the buyer journey that we couldn’t previously control. In this article, we’ll explore how to navigate this landscape by moving beyond traditional SEO toward a strategy of influence orchestration. You’ll learn why your current content strategy might be making you invisible to AI, how to feed the bots with trusted data, and why [the CMO](https://www.cmoalliance.com/startup-cmos-what-do-they-have-in-common/) is the only person in the organization who can lead this transition. ## The buyer journey has fundamentally changed Let's get grounded in what's happening out there. The buyer journey has completely changed, and the numbers tell a compelling story. Today, **70%** of [the buyer's journey](https://6sense.com/newsroom/6sense-launches-2024-buyer-experience-report-unveiling-global-b2b-buyer-trends/) is complete before they ever contact you. Even more striking: **85%** of the time, buyers have figured out what they require before making contact. And here's the kicker: **84%** of the time, the first contacted vendor wins the deal. You want to be in that 84%. You *need* to be in that 84%. But wait, there's more statistical candy for you. These days, **89%** of buyers have [adopted generative AI](https://www.forrester.com/report/b2b-buyer-adoption-of-generative-ai/RES181769) tools. **50%** of all buyers say they [start their search with AI](https://learn.g2.com/ai-search-surging-for-b2b-buyers). Half! And **34%** say they're more productive with AI search. [![Three-panel infographic showing 89% GenAI adoption by B2B buyers, 50% start with AI search, and 34% are more productive with AI search.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/02/data-src-image-2512a353-acf0-43bf-84c1-1a466186dbe7.png)](https://www.cmoalliance.com/influence-orchestration-how-cmos-can-win-in-the-ai-first-buying-era) These numbers are recent, but I'm keeping a close eye on that 50% who exclusively use AI and that 34% who find themselves more productive with it. I'd bet a deep-dish pizza dinner that the next time you see these stats, they'll be much higher. For expert insights like this straight to your inbox twice a month, sign up for Pro+ membership. You'll also get access to a range of certifications, a complimentary Summit ticket, 50+ tried-and-true templates, members-only workshops, and **much* more. So, what are you waiting for? [Fast-track your marketing career ](https://www.cmoalliance.com/pro-plus-membership/?utm%5Fsource=ghost&utm%5Fmedium=resources&utm%5Fcampaign=content) ## The emotional reality of marketing today I just threw a lot of stats at you. Sorry, not sorry. But let's switch gears and talk about feelings for a moment. The feelings I know you have. The things you might be thinking as we navigate this new landscape. First, the times they are a-changin’. Thank you, Bob Dylan, for that timeless observation. SEO, LLMs, AEO, GEO... It's alphabet soup out there. The pace is relentless. If you think you're caught up, you're not. Nobody is. Your agencies or internal teams might be talking to you about AEO and GEO, which is a great start, but it's not enough. Then there's the pressure. Many organizations are shaking up the CMO role; some brands have moved it to operations. Plus, there's always that friendly (sometimes not so friendly) rivalry with the CIO. And [research from Gartner](https://www.gartner.com/en/newsroom/press-releases/2025-05-06-gartner-survey-reveals-that-ceos-believe-their-executive-teams-lack-ai-savviness) shows that CEOs are skeptical of CMOs’ AI savviness. It doesn't seem fair, but it's real. Let's be honest: sometimes we don't help ourselves. Maybe it's because of all this pressure and change, but CMOs often try to control everything. We’re taking on too much. We can't shoulder it all. We have to pick our priorities. Bottom line: we're all still learning. ## The bad news and the good news Here's the bad news: nobody has written the foolproof, battle-tested manual for how to advance in this ever-changing era. Nobody knows for certain what comes next. But here's the good news: there's no role better equipped to be acrobatic and evolve than the CMO. Of everyone [in the C-suite](https://www.cmoalliance.com/aligning-gtm-teams-and-the-c-suite-in-the-ai-era/), we’re in the best position to adapt to these changing times and figure it out. So, let's seize the moment. ## LLMs are now your brand's front door We have to talk about LLMs. They're the hottest topic since whatever Taylor Swift did last week. But here's why they matter to you: **LLMs are the front door for your brand now**. In our research for [a white paper](https://spotlightar.com/research/genai-b2b-discovery-white-paper-2025/) we published last year, we discovered something remarkable. There are **20 million** daily prompts in ChatGPT alone that relate to B2B buying – questions like "Who are the top cybersecurity vendors?" and countless iterations of similar queries. Who can help me with this? How does this vendor compare to that one? These questions are coming in fast and furious every day. _This post is for paying subscribers only._ ### How to measure brand equity: The CMO's guide to balancing brand and demand URL: https://www.cmoalliance.com/cmos-guide-to-balancing-brand-and-demand/ Last updated: 2026-02-11T11:57:03.000Z Let me ask you something. Why do you buy those particular sneakers? Or why do you keep going back to that same store? If you really think about it, there's something beyond just the product itself that pulls you in. That's brand equity in action. And here's the thing, it's not something you can buy your way into. Trust me, I've seen plenty of companies try. ## Brand equity isn't what you think it is When I first started in marketing, I was fascinated by this concept. What makes people develop such [strong feelings](https://www.cmoalliance.com/emotional-marketing-does-it-really-work/) about certain brands? After years of working as a CMO, I can tell you that brand equity is one of those things that everyone talks about, but few truly understand. Here's what I've learned: brand equity can never, ever be bought. It must be earned. You can't acquire it through media spend or flashy ads. It builds slowly, like [trust](https://www.cmoalliance.com/why-authenticity-builds-trust-in-b2b-video/) in a relationship, through consistency, service delivery, and those meaningful connections you create across every single touchpoint. Not just in marketing… across your entire organization. Done right? A strong brand reduces [customer acquisition costs](https://www.cmoalliance.com/customer-acquisition-strategy-template-framework/), increases conversion rates, and accelerates your pipeline. But here's where most people get it wrong: brand equity does not equal [brand awareness](https://www.cmoalliance.com/the-cmos-guide-to-brand-awareness/). ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/01/Andrea-Brody--1-.png) ## The quiet moments matter most Jeff Bezos once said your brand is what people say about you when you're not in the room. That always stuck with me because it captures something essential about brand building. Think about it. Your brand isn't built during the big [product launch](https://www.cmoalliance.com/product-launch-tiers-framework/) or the splashy campaign. It's built in those quiet moments – how you treat customers when things go wrong, how ethical your practices are when nobody's watching, how consistent you stay with your values even when it's inconvenient. Spending can buy attention, sure. But attention doesn't equal trust or [loyalty](https://www.cmoalliance.com/customer-loyalty-through-ai-powered-retention-marketing/). I see this confusion all the time. Companies pour millions into awareness campaigns, thinking they're building equity. They're not. Equity comes from experiences, not exposure. Every touchpoint matters, from product quality to customer service to post-sales support. They all contribute to how your brand is perceived. 💡 ****Psssst! We have a free virtual event: Demand Summit, happening on 25th March, 2026\.** [****Sign up now**](https://virtual.cmoalliance.com/location/demand) **for live and OnDemand access.** ## Why brand matters more than you realize Let me share some numbers that might surprise you. About [95% of future revenue in B2B comes from buyers who aren't even actively in the market today](https://www.unboundb2b.com/blog/the-95-5-rule-in-b2b-marketing/). They're not shopping. They're not comparing. They're just... out there, forming opinions. Even more striking is that around [70% of the buying process happens before prospects ever engage with your marketing channels or talk to a salesperson](https://www.demandgenreport.com/industry-news/80-of-b2b-buyers-initiate-first-contact-once-theyre-70-through-their-buying-journey/48394/). They're already forming opinions through their networks, analyst reports, web searches. By the time they reach out, they've practically made up their minds. This is why brand memory becomes so critical. When those future buyers finally enter the market, you need to already exist in their minds as a trusted option. [McKinsey found that strong B2B brands can earn around 20% higher margins](https://www.cmoalliance.com/change-management/). Why? Because trust is a growth lever. Buyers lean toward established brands to reduce risk. About [95% of buyers actually avoid engaging with unfamiliar brands](https://marketingscience.info/news-and-insights/ehrenberg-bass-95-of-b2b-buyers-are-not-in-the-market-for-your-products), even when those newer players might offer better products, better service, or better prices. Remember the old saying "nobody ever got fired for hiring IBM"? That's brand equity at work. IBM had built such a reputation that choosing them felt safe. If something went wrong, buyers trusted that IBM would have their back. ## The brand versus demand balancing act So how do you balance building long-term brand equity with generating short-term revenue? This is the question that keeps CMOs up at night. Research over decades has shown that peak effectiveness typically sits around 60% brand building and 40% [demand generation](https://www.cmoalliance.com/demand-gen-vs-lead-gen-difference/). But (and this is important) there are caveats. Are you a new entrant or mature in your market? What size is your organization? Where are you in your growth trajectory? These factors matter. For early-stage companies or those entering new categories, I recommend starting with 70% demand and 30% brand. You haven't had time to establish credibility yet. You need to reach as many people as possible and get them to engage. Once they engage, that's where brand building begins. How was their first interaction with your BDRs? Did they find what they needed on your website? How did the sales conversation go? What about the contracting process? You might think marketing doesn't need to worry about all these touchpoints. We do. Marketing is a strategic function because we have to care about the end-to-end experience. We don't control it all, but we have to understand it. If there's a bad customer experience somewhere in that journey, it will impact your pipeline. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/01/Andrea-Brody.png) ## My experience at Riskonnect When I joined Riskonnect, we faced an interesting challenge. We were well-known in one part of the risk management world, but entering another segment as complete newcomers. In our established market, I could lean on brand strength. I didn't need heavy demand generation, just [thought leadership](https://www.cmoalliance.com/the-power-of-b2b-thought-leadership/) to remind people we were still the leader. But in the new market, we had to flip the script. We needed to get customers in the door first, then leverage their experiences to build our story. This taught me that the split isn't rigid. If you're a category leader, you might go 60% brand and 40% demand. If you have multiple product lines at different stages, you adjust accordingly. ## Building brand through strategic tactics So what does brand building actually look like in practice? It's thought leadership, research reports, analyst coverage, podcasts, and panel discussions. But here's a strategy I've found particularly effective: leveraging third-party experts. At Riskonnect, we run a webinar series called Risk at Work. We only feature external speakers – university professors, industry experts, analysts. They're not endorsing us directly, but by participating in our series, they promote it to their networks. We get our name out there while aligning with credible voices. It's an easy way to start if you're struggling with thought leadership or third-party validation. You're borrowing their [credibility](https://www.cmoalliance.com/building-credibility-through-affiliate-marketing-with-emmet-gibney-video/) while building your own. Another key element is your category narrative. You need an anchor. Something simple and repeatable. For us, it's "risk under one roof." That can mean different things to different prospects: one vendor for multiple products, integrated solutions, unified data. Whatever matters to them, I can tell that story from our anchor point. ## The power of customer advocacy Nothing – and I mean *nothing* – beats customer advocacy for building brand. Nobody believes the vendor. That's just reality. The two things I focus on most as CMO are building a strong [customer advocacy](https://www.cmoalliance.com/why-cmos-need-to-be-customer-advocates-across-other-departments/) program and aligning our thought leadership with third-party experts. Case studies, video testimonials, customer stories… these are your most powerful brand-building tools. When prospects see others like them succeeding with your solution, that builds trust faster than any [marketing message](https://www.cmoalliance.com/more-than-just-talking-messaging-and-positioning/) ever could. ## Demand generation in the modern landscape On the demand side, we're talking about [account-based marketing](https://www.cmoalliance.com/your-guide-to-abm/), intent data, [targeted campaigns](https://www.cmoalliance.com/what-is-targeting-in-marketing/), [email outreach](https://www.cmoalliance.com/your-guide-to-b2b-email-marketing/), and sales-aligned plays. This last one is always the toughest. You need alignment on how you'll handle lead flow and outreach. But don't just hand leads to sales and walk away. Find ways to accelerate late-stage deals. Nurture prospects whether they're in your funnel or not quite there yet. [Website optimization](https://www.cmoalliance.com/seo-2-0-how-to-adapt-to-the-future-of-search/), conversion rate optimization, pipeline acceleration programs… these all play a role in demand generation. The key is making sure they align with your brand narrative. ## The AI question Here's an interesting debate we're having, especially with [AI](https://www.cmoalliance.com/are-cmos-and-ceos-aligned-on-the-use-of-ai/) dominating every conversation. I look at our competitors and they're all "AI-first," "AI in risk," "AI everything." For me, AI is an enabling technology. It's a tool to help risk professionals do their jobs better. My customers aren't searching for "AI risk management software." They want to know we're using modern technology, but it's not their primary driver. So I don't lead with AI. Technology constantly changes. My narrative stays focused on customer challenges and problems. I need to get into the buyer's mind, and right now, they're thinking about risk management, not artificial intelligence. ## Creating an operating system for success If you want to master this balance, you need what I call a CMO operating system. Start by identifying your benchmarks (current share of voice, CAC payback, win rates). However your enterprise measures success, make those your north star metrics. Then rebalance your budget based on where you are. New entrant? Growth phase? Mature leader? Adjust your brand/demand split accordingly. Remember, if you have multiple product lines, they might each need different approaches. From a creative standpoint, keep it fresh. With [AI and SEO](https://www.cmoalliance.com/reposition-your-brand-with-aeo/) evolving rapidly, authenticity matters more than ever. You can leverage [ChatGPT](https://www.cmoalliance.com/chatgpt-prompts-for-marketing/) or other tools, but if you just copy and paste, Google will catch it. Your content won't feel authentic, and your work becomes null and void. ## Measuring what matters You need both [brand metrics](https://www.cmoalliance.com/lessons-from-my-journey-as-a-cmo/) and demand metrics on your dashboard. For brand, I track share of search, brand recall from awareness surveys, share of voice, and media coverage. I also look at simple things like LinkedIn followers and direct website visits. When someone comes straight to our site and requests a demo without searching first? That's brand equity at work. They already knew us, already trusted us enough to reach out directly. On the demand side, it's pipeline coverage, customer acquisition costs, [MQLs to SQLs](https://www.cmoalliance.com/the-revenue-accelerators-marketing-qualified-leads-and-sales-qualified-leads/), and net retention. Weigh these based on your strategy and stage. ## Enabling your sales team Here's something crucial: a balanced brand and demand strategy empowers your sales team to close deals faster. They can focus on value-based selling rather than always cutting prices. Strong brands earn higher prices because of repeatability and trust. That's it. Our goal is to get prospects to trust us. If your organization sees marketing as just pipeline generation, you're missing the bigger picture. We own brand messaging, and it impacts everything from first touch to implementation. When we had a product outage, marketing was key in crafting the right message to maintain trust. Better deal velocity, higher win rates, more inbound qualified interest – these all flow from strong brand equity. Your BDRs and SDRs can qualify better leads when prospects already know and trust you. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/01/Andrea-Brody--2-.png) ## Final thoughts I'll leave you with this mantra: pipeline pays the bills, but brand builds the future. You can't do one without the other. It's not brand or demand, it's brand *and* demand, working together in the right balance for your specific situation. Building brand equity takes time. It requires consistency across every touchpoint, authentic engagement with your market, and genuine care for customer outcomes. But when you get it right, when you find that balance, you create something money can't buy: trust. And in [B2B marketing](https://www.cmoalliance.com/b2b-marketing-trends-to-watch/), trust is everything. It reduces acquisition costs, increases margins, accelerates deals, and builds a moat around your business that competitors can't cross with bigger budgets or flashier campaigns. So ask yourself: what's your brand equity worth? More importantly, what are you doing today to build it for tomorrow? Because while pipeline pays today's bills, the brand you build now determines whether you'll still be here to pay them in the future. ### The CMO agenda Quarterly panels URL: https://www.cmoalliance.com/the-cmo-agenda-panel/ Last updated: 2026-10-22T13:12:38.000Z The world of marketing is evolving faster than ever. CMOs are being asked to drive growth, harness AI, protect their teams, and deliver measurable impact - all while staying true to their brand. **The CMO agenda** brings the conversation straight to the leaders setting the agenda themselves. This isn’t another webinar packed with tactical how-tos. It’s a space for strategic, executive-level discussion, peer learning, and real insights you can take back to your boardroom. Every quarter, some of the world’s leading CMOs and senior marketing leaders come together to unpack the priorities, pressures, and decisions shaping the modern marketing leader’s role. ### What to expect 💫 Gain real-world insights from experienced CMOs ✅ Refine your approach to strategy, growth, and leadership 💡 Get answers to the challenges you face in your org today 🤝 Connect with peers navigating similar pressures 🧠 Accelerate your executive marketing knowledge **RSVP below to secure your spot.** **Check out what we have coming up...** - [The modern CMO playbook](https://www.cmoalliance.com/the-cmo-agenda-panel/#%3Cstrong%3Ethe-modern-cmo-playbook%3C/strong%3E), November 19 **Watch OnDemand...** - [Beyond the funnel](https://www.cmoalliance.com/the-cmo-agenda-panel/#%3Cstrong%3Ebeyond-the-funnel%3C/strong%3E) - [AI in the Marketing org: From hype to leverage](https://www.cmoalliance.com/the-cmo-agenda-panel/#%3Cstrong%3Eai-in-the-marketing-org:-from-hype-to-leverage%3C/strong%3E) - [Proving impact without burning out](https://www.cmoalliance.com/the-cmo-agenda-panel/#%3Cstrong%3Eproving-impact-without-burning-out%3C/strong%3E) --- ### **The modern CMO playbook** **November 19 | 5:00pm GMT** The marketing landscape of 2026-2028 looks very different from today. This session focuses on what CMOs need to prepare for, and how to build teams, processes, and skills that thrive in the next era. **Meet your panelists:** 🎤 [Angeley Mullins](https://www.linkedin.com/in/angeleymullins/), Founder & CEO at Aetheris Ventures 🎤 [Corrie Hermans-Webster](https://www.linkedin.com/in/corriehw/) \- Founding Head of Marketing at Blings 🎤 [Sushovan Saha](https://www.linkedin.com/in/sushovan-saha/) \- VP of Marketing & Demand Gen at Attentive.ai 🎤 [David Barder](https://www.linkedin.com/in/davidbarder/) \- Chief Marketing Officer at NotaryPro ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/10/thumbnail---cmo-agenda-November-19--1-.png) --- ### **Meet our host** #### Angeley Mullins, Founder and CEO, Aetheris Ventures Angeley is the Founder and CEO of Aetheris Ventures. She works with forward-thinking founders and CEOs to build and scale their revenue and AI GTM engines. Angeley is also a seasoned Marketing and Commercial Executive. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/02/Angeley-M--1-.png) --- ### Catch up on past sessions You’ll need to sign up as a free [Insider member](https://www.cmoalliance.com/signup/) or [sign in](https://www.cmoalliance.com/account/) to your existing membership to access the OnDemand content. --- ### **Beyond the funnel** **March 17, 2026** The expectations for CMOs have never been higher, and often less clearly defined. This session brings together senior marketing leaders to explore how today's CMOs are navigating an expanding remit: from growth strategy and marketing technology to revenue accountability, all while preserving the brand's soul. The overarching message: the modern CMO must operate simultaneously as a business strategist, technology architect, brand guardian, and revenue owner, without losing sight of what makes their brand irreplaceable. **Topic 1**: The CMO's expanding remit **Topic 2**: Technology, AI, and the CMO as Chief Architect **Topic 3:** Brand as the last competitive moat **Meet your panelists:** 🎤 [Angeley Mullins](https://www.linkedin.com/in/angeleymullins/), Founder & CEO at Aetheris Ventures 🎤 [Mal Kaur](https://www.linkedin.com/in/malkitkaur/), Vice President Marketing at Genesis Global 🎤 [Kate Hughes](https://www.linkedin.com/in/thekatehughes/), Chief Marketing Officer at Sleep.ai 🎤 [Jordan Liebman](https://www.linkedin.com/in/jordanliebman/), Senior Vice President, Head of North America Marketing & Communications at Konica Minolta Business Solutions _This post is for subscribers only._ ### Why narrative is becoming marketing’s most important leadership skill [Video] URL: https://www.cmoalliance.com/narrative-is-becoming-marketings-most-important-leadership-skill-video/ Last updated: 2026-02-05T11:27:20.000Z --- --- ### Own your narrative: Why clarity is the ultimate leadership tool URL: https://www.cmoalliance.com/own-your-narrative-why-clarity-is-the-ultimate-leadership-tool/ Last updated: 2026-02-12T11:04:56.000Z There’s a silent crisis draining organizations right now. I call it the **misalignment tax**: brilliant people working hard but pulling in different directions. It never shows up on the P&L, yet it quietly destroys speed, execution, and competitive advantage. The question organizations lose sight of in these rapidly changing times is also a great reminder: What are we actually here to resolve and for whom? What I’ve witnessed over and over again is what’s often missing: **narrative architecture**, a sense-making system that answers why we’re doing this, why now, and how this turns into action. It’s the layer that connects strategy and execution and creates relevance and trust with consumers. And AI just made this crisis exponentially worse. Technology accelerates execution, but it also accelerates misalignment. This is why [the CMO role is shifting](https://www.cmoalliance.com/2026-projections-three-forces-that-will-reshape-every-cmos-playbook/) and why "owning the narrative" is becoming business critical. In a world where AI commoditizes tactics, advantage shifts to organizations that can scale with coherence. When that ownership is real, decisions start to align across teams instead of fragmenting under pressure. Consumers experience the same intent across products, communication, and behavior. [That consistency is what builds trust](https://www.cmoalliance.com/the-importance-of-trust-in-b2b-marketing/) on the outside, and it’s also what restores confidence and direction on the inside. In this article, I’ll explore three things: - The difference between [storytelling](https://www.cmoalliance.com/tag/storytelling/) and narrative, - Why misalignment is stalling your team, and - How to build a "narrative architecture" that fosters trust and speed. We will also explore the evolution of the CMO into what I call the “Chief Narrative Officer,” a strategic architect capable of turning complexity into clarity through narrative leadership. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/02/Robin-Karakash-headshot.png) ## **The difference between storytelling and strategic narrative** Let's start by defining our terms, because while "storytelling" and "narrative" are often used interchangeably, they serve very different functions. Storytelling is an art. Think of it as the “packaging,” the compelling way we bring ideas across so they stick. People love stories, and they remain one of the most powerful tools in a marketer’s toolkit. But narrative goes much deeper. It’s the sense-making tool, the strategic leadership instrument. I like to think of it as the glue that holds an organization together. You can feel its absence when different departments (like product, marketing, the C-suite, and HR) are all operating on different narratives. The result is misalignment and confusion. A true narrative is a unifying force that develops clear outcomes. It’s the foundational architecture that explains why you’re doing what you’re doing and what consumer tensions you’re resolving. When everyone understands this, it provides a compass to drive the entire organization forward, especially when you’re navigating the constant zigzag of change. You can then tell stories *from* the narrative, but the narrative itself is the essential, profound foundation. ## **Why do organizations become so misaligned?** If everyone is working for the same company and toward the same goals, where does all this misalignment come from? In my experience, it boils down to three key factors. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/02/data-src-image-31e16549-d528-4c14-909b-54ffd31025c4.png) ### **The human factor** First, there's the most complex one: **human element**. In competitive environments, the pressure to prove value often turns into territorial behavior. Teams start optimizing for visibility instead of shared outcomes. Without a common narrative, the system pulls itself apart. This can sometimes lead to unhealthy competition turning into political power struggles or teams pulling in different directions, each trying to prove themselves and solve a problem from their own angle without a shared sense of the bigger picture. But a growing and connected system only works if **all** works. ### **The pressure of constant change** Second, the sheer pace of change creates disorientation and short-term vision. Technology is evolving so rapidly, and the future feels uncertain whilst immediate results are becoming the only relevant currency with CFOs or investors seeking short term answers. Organizations lose altitude – the perspective to clearly outline and stay on their long-term growth path. When the path forward isn't clear, and economic anxiety rises, teams can get fearful and lose their grounding. This creates a vacuum that gets filled with conflicting priorities and organizational irrationality. In other words, you know what to do, but you move differently. ### **The capability and influence gap** Finally, there's an influence and capability crisis that most organizations don't even recognize. CMOs are incentivized to build campaigns, optimize channels, and drive growth metrics. But narrative architecture comes with building even stronger internal influence and one that blends strategic thinking, system design, and sense-making. You need to operate high enough to see all the patterns invisible at ground level, curious enough to question the misalignment, and brave enough to build the infrastructure to address it. Most marketing leaders are stuck at the wrong altitude. Either they're drowning in execution and can't see the patterns or floating in abstraction and lose connection to creating the impact that creates internal influence. Without this capability, organizations default to what they know: more campaigns, more tactics, more noise. ## **Avoiding the common pitfalls of leadership under pressure** When we're under pressure, it's easy to fall back into what psychology calls "basic assumptions." In other words, we go into survival mode. It’s that fight-or-flight response, and it triggers some common pitfalls in organizations. ### **Drowning in complexity** One of the biggest mistakes I see is teams creating more "stuff." When things feel chaotic, the instinct is to add more dashboards, information, and processes. We mistake complexity for depth. But more often than not, people are just drowning in information. They’re stuck on a hamster wheel, creating a lot of output but doesn’t lead to real progress. The better response is to call a timeout. Stop, name the complexity, and take the time to *de*\-complexify and simplify. ### **Losing your grounding** In times of change, companies risk losing their core identity. They get self-conscious, copy other people's playbooks, and think they aren’t good enough anymore. They forget where they came from and what they’ve built and what consumer tensions they solved. Even with technological disruption, you need to be clear about why you’re making changes before you pivot radically. Often, the pressure to change is a psychological feeling, not just a rational business need. My advice is always to grow from the core by reconnecting, without sentimentalizing, to your unique strengths.. These are two sides of the same failure: when direction is lost, language is what restores grounding. ## **How to translate complexity into clarity** Throughout my career, I've witnessed the power of language in creating meaning, trust, and momentum. I've also witnessed the devastating cost of its absence. So how does a leader turn all this complexity into coherent, actionable guidance for their teams? That question sits at the heart of my leadership practice, and here's my advice: ### **Take an altitude to see the patterns** When you feel like you're drowning and clarity is gone, the first step is to take an altitude. Step up and look at the bigger picture to understand the patterns. When everyone is huddling in the mess, they can't see the way out. Taking a moment to zoom out is crucial. ### **Use the "locate" exercise** I use an exercise I call "Locate. Locate. Locate." Every time things get crazy and complex, I ask the team: what is so complex about this? Let’s hear everyone out. You’d be surprised how often marketing leadership and product teams have totally different ideas about what the core consumer tension is. This exercise forces you to ask simple questions that often get lost: - What are we doing? - Why are we doing this? - What is the effect of doing this? Too often, people are doing things because they "have to," but they can't even say who told them to. Be curious. Understand the patterns before you jump to act. ## **A four-step framework for building your narrative architecture** To make this practical, I use a simple four-step stack to build a narrative system. You can use any methodology, but the key is to simplify. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/02/data-src-image-a9f618cf-56f7-483b-8ca0-24a1c90a7cae.png) ### **Step 1: Locate your current position** As I mentioned, start by locating where you are. What are the different storylines and narratives currently active in the organization? Are you clear on the consumer tension you’re solving? Be open and honest about any misalignment. You have to choose a direction, and this is the first step to getting there. ### **Step 2: Define your business outcome** Next, clarify what success looks like. What are you rallying around? This isn't just about the numbers. It’s also about what you need to achieve culturally as an organization to make that business outcome happen. What consumer shift are you trying to drive? ### **Step 3: Build your compass and decision filters** With a clear direction, you need to build a compass. This means creating simple decision filters so everyone knows how to make choices. Most companies *over*\-complexify this part. Your framework can be very simple. Just ask: - Is this on brand? - Does this support our core narrative? - Does this help us hit our business goals? Build one simple framework for how you filter decisions, and then get rid of the rest. ### **Step 4: Empower your team to swim** If you have these first three things clearly established, you can finally empower your people. You can let them swim. In so many organizations, there’s a "permission culture" where everyone has to ask for approval because the narrative isn't clear. No one is confident enough to make a decision. When you’re grounded in a clear narrative, you can let your team fly because they know exactly how to execute. This builds immense trust. Think about any organization where this *isn't* happening. Trust erodes. ## **Putting narrative into practice: the ASICS turnaround** A great example of the power of story and narrative is my time with ASICS. When I started, the running shoe brand was very stuck in the idea of "running as performance." It was trying to compete directly with Nike and Adidas, playing by category conventions. But ASICS had something beautiful at its core that it had lost sight of. The name ASICS stands for *Anima Sana In Corpore Sano*, a Latin phrase meaning "a sound mind in a sound body." This was its founding principle. We all feel this cultural tension, right? We don't just do sports to be performative; we do it because it’s good for our minds and our bodies. Yet, nobody at ASICS was telling that story. It was inherent in the brand, but it was buried. By going back to what made the brand strong from the beginning, we identified its unique narrative. This move gave the company more than just confidence; it gave it direction. Everyone suddenly knew what to do. The narrative became the filter for every decision. The brand stopped playing by the category’s rules and started writing its own. It was a multi-year project, but if you look at the brand’s success since that shift, you can see how powerful rediscovering its core narrative was. ## **The evolving role of the CMO in the age of AI** With all this change, especially with the rise of AI, the role of the CMO is evolving. I see it in three phases. First, there was the **brand storyteller through advertising**. Then, with the digital age, came the [**growth and performance**](https://www.cmoalliance.com/tag/growth/) **marketer**, focused on conversion metrics. For a while, you had these two conflicting types of marketers, and the CMO role became a junk drawer of different disciplines. Now, we're entering a new phase. I believe the future CMO is a **Chief Narrative Officer**, or, as I like to call it, a **Chief Sense-Making Officer**. This leader is an architect who builds the systems-infrastructure for narrative and strategic clarity to be executed with scale and speed that build consumer relevance and trust. AI is a technology, a tool. It will likely automate much of the growth and performance side of marketing. But [what AI can't do](https://www.cmoalliance.com/in-the-age-of-ai-your-brand-is-your-only-true-advantage/) is identify the cultural tension you need to solve. It can’t build the human connection. The creative process and brand building will remain an art. This new CMO is a systematic builder who takes the power of AI into account but focuses on taking the organization and its people along on the journey. This requires more than just brand and performance skills; it demands [change management](https://www.cmoalliance.com/change-management/) and true leadership. A narrative is a leadership tool, and the CMO of the future will be the one who wields it most effectively. ## **A final thought: clarity is kind, and it takes courage** Someone once told me, providing **"clarity is kindness"** and it has stuck with me ever since. I’d add that **clarity also takes courage**. It’s easy to hide behind complex decks and vague numbers. Clarity makes you accountable, and a lot of people fear that. You have to be willing to put your head out there. We live in an uncertain world, and it's time we accept that. The one thing that remains in your control is your ability to own your narrative. I practice this myself through curiosity and by always seeking altitude to see the bigger picture. I constantly check in to make sure I haven't lost my own sense of meaning in all the craze. So, my final piece of advice is to always reconnect with yourself and your own story. Are you still clear about where you want to go, what you want to achieve, and why you're doing what you do? That’s where it all begins. ### Understanding the 95:5 rule in B2B marketing and why it matters in 2026 URL: https://www.cmoalliance.com/only-5-of-your-market-are-ready-to-buy-what-do-you-do/ Last updated: 2026-02-03T17:11:14.000Z At any given time, only a small fraction of your potential customers are actually *ready to buy*. This insight – widely referred to as the **95:5 rule** – is one of the most important strategic concepts in modern [B2B marketing](https://www.cmoalliance.com/b2b-marketing-trends-to-watch/). According to research popularized by **Professor** **John Dawes of the Ehrenberg-Bass Institute**: > Only about [**5% of B2B buyers are actively in the market to purchase at any one time**](https://marketingscience.info/news-and-insights/the-955-rule-is-the-new-6040-rule). > The remaining **95% are “out of market” – not currently researching solutions or considering a purchase, even if they need one eventually.** This has profound implications for how marketing teams should invest time, budget, and creative effort. ## Why the 95:5 rule still matters today This rule challenges a common assumption: that the biggest opportunities lie in aggressively pushing every lead through the [funnel](https://www.cmoalliance.com/the-b2b-marketing-funnel/) *right now*. Instead, it shows that the vast majority of your audience isn’t looking for a vendor today – and that’s normal, not a failure. [**According to marketing research**](https://www.readyartwork.com/what-is-the-95-5-rule-for-b2b-marketing-and-why-it-matters/), B2B buying cycles are long, complex, and infrequent. Because organizations make decisions slowly and often enter into multi-year contracts, only a small portion of the potential client base will realistically be evaluating solutions at any given moment. For example: - An enterprise buyer may only evaluate a new vendor every 3-5 years, depending on category and need. - Even within the same industry, some companies may never be in the market until contract renewal or [budget](https://www.cmoalliance.com/lessons-from-my-journey-as-a-cmo/) cycles align. This means that *most proactive sales and marketing efforts are targeting a tiny slice of your total addressable market*. But that’s where the opportunity lies, not in ignoring the larger 95%, but in integrating them into your long-term strategy. ## The strategic shift: Demand capture *and* demand creation To thrive in a landscape where only 5% are actively buying, high-performing B2B organisations balance two distinct but complementary strategies: ### 1\. Demand capture – Winning the 5% now Demand capture focuses on prospects ready to evaluate solutions today. These activities often include: - [Account-based marketing (ABM)](https://www.cmoalliance.com/your-guide-to-abm/) targeted at high-intention accounts - Search advertising targeting solution keywords - Sales outreach and [demo](https://www.cmoalliance.com/ai-enhanced-cgi-transforming-product-demos/) pipelines - [Conversion](https://www.cmoalliance.com/user-intent-the-true-secret-to-amazing-conversion-rates/)\-oriented landing pages These tactics aim to *secure measurable, short-term results* with leads closest to a purchase decision. But if you focus *only* on this approach, you’re competing for a very small pie – and that competition drives up costs (higher CPCs, more bidding wars) without expanding future opportunity. ### 2\. Demand creation – Building future market readiness Demand creation focuses on the 95% of potential customers who aren’t yet ready to buy. These prospects: - May not yet recognize they have a problem - Aren’t actively searching for solutions - Could be unaware of your brand altogether For this group, the job of marketing isn’t to convert immediately – it’s to **build memory,** [**trust**](https://www.cmoalliance.com/the-importance-of-trust-in-b2b-marketing/)**, and mental availability** so that when they do become in-market, *your company is the first they think of*. **Examples of effective demand creation:** - [Thought leadership content](https://www.cmoalliance.com/10-steps-to-implement-your-very-own-thought-leadership-strategy/) that educates rather than pitches - Industry insight reports and [webinars](https://www.cmoalliance.com/webinar-strategy-template-framework/) that explore broader challenges - [Case studies](https://www.cmoalliance.com/customer-case-study-questions-template-framework/) that show successful outcomes over time - [Brand storytelling](https://www.cmoalliance.com/story-masters-2-the-structure-of-great-brand-stories/) that positions your company as a category leader This is a long-term investment, but it pays off when a significant number of today’s 95% shift into the 5% buying group. ## How to engage buyers across the 95:5 spectrum Marketing leaders should implement strategies that differentiate between buyer readiness: 1. **Segment your audience by readiness:** Tailor campaigns for in-market buyers versus those in earlier stages. 2. **Track behavior and engagement:** Monitor content consumption, repeat visits, and early-stage research to identify emerging buyers. 3. **Create content for every stage:** [Awareness](https://www.cmoalliance.com/how-to-make-the-case-for-brand-awareness/) content for the 95% and evaluation content for the 5%. These approaches ensure marketing teams are not only capturing immediate opportunities but also cultivating future growth. ## Practical tips for marketing leaders 1. **Audit current campaigns:** Ensure that active buyers are targeted effectively while maintaining touchpoints for future buyers. 2. **Invest in long-term content:** High-quality, [educational](https://www.cmoalliance.com/customers-to-advocates-how-customer-education-is-used-as-an-engine-to-scale-business-webinar/), and thought leadership content creates brand authority. 3. **Leverage case studies and success metrics:** Real-world examples resonate with buyers and build trust. 4. **Regularly refresh content:** Updated statistics and examples keep campaigns relevant. 5. **Allocate budget strategically:** Balance short-term conversion goals with programs designed to nurture the 95% over time. **Andrea Linehan, CMO of Zai**, shared her golden rules of the 95:5 ratio for B2B marketing: "First one, you have to take the time to educate people on what to do, and the effort that will be involved to make it happen. Because once you have that, then you have cooperators rather than blockers. That's definitely the first first piece of it. "And the second one is about the setup. Like I said, we'd already been a lot of the setup for [inbound marketing strategy](https://www.productmarketingalliance.com/unleash-growth-with-inbound-marketing/), so it could easily pivot to an account-based experience strategy. But I would go nowhere without my marketing technology stack. Use Asana for project management, HubSpot for product distribution. "The third one is about the inbound strategy. With the inbound, it just comes back to the content piece. It's about trying to stand out from that sea of sameness. It's easier said than done. And people don't bother to do it, because actually, it takes a bit more effort and time. But if you hire writers and storytellers, they just inherently look at research, and then what they put down on paper is very different. "Maybe more formulaic content writers put a bit more emphasis on the [SEO](https://www.cmoalliance.com/seo-2-0-how-to-adapt-to-the-future-of-search/) side of it, and less on the actual quality and experience of the read. And I do think with the advent of data and an emphasis on measurement for absolutely everything, it's become keywords first and then just build a story around the keywords. And that really takes away from the quality and the enjoyment of the reach. So, you need to find that balance." ## Key takeaways The 95:5 rule is a vital framework for marketing leaders aiming to balance immediate sales opportunities with long-term market development. **Key takeaways:** - Only a small portion (\~5%) of buyers are actively ready to purchase at any given moment. - The 95% of out-of-market buyers represent future revenue potential and require nurturing strategies. - Effective marketing combines demand capture (targeting the 5%) with demand creation (engaging the 95%). - Thought leadership, educational content, and brand storytelling are crucial for building trust over time. - Strategic segmentation, ongoing measurement, and refreshed content ensure marketing efforts remain impactful and relevant. By understanding and applying the 95:5 rule, marketing leaders can maximize both short-term results and long-term growth. ## FAQs **1\. What is the 95:5 rule in B2B marketing?** The 95:5 rule states that approximately 5% of your target market is actively ready to buy at any given time, while the remaining 95% are out-of-market but will eventually consider a purchase. This framework helps marketers balance immediate opportunities with long-term brand development. **2\. Why should marketing leaders care about the 95:5 rule?** Understanding the rule enables leaders to allocate resources efficiently, prioritize high-conversion campaigns for in-market buyers, and implement long-term demand creation strategies for future buyers. **3\. How can I identify which buyers are in-market versus out-of-market?** Track behavior signals such as repeated engagement with content, downloads of solution-related materials, search activity, webinar attendance, and interactions with [ROI](https://www.cmoalliance.com/balancing-short-term-gains-and-long-term-brand-building-in-b2b-marketing/)\-focused resources. These indicators suggest buyers are moving from awareness to active evaluation. **4\. What tactics work best for engaging the 5% of buyers who are ready to purchase?** Targeted strategies such as account-based marketing, search advertising, personalized sales outreach, product demos, and conversion-optimized landing pages are most effective for immediate results. **5\. How should I engage the 95% of buyers who are not currently in-market?** Use demand creation strategies: thought leadership, educational resources, case studies, webinars, and brand storytelling. These approaches build trust and keep your brand top-of-mind for when buyers eventually enter the market. **6\. How often should content for the 95% be refreshed?** Marketing leaders should update content regularly – typically every 6–12 months – to maintain relevance, incorporate new research or statistics, and reflect evolving industry trends. **7\. What’s the difference between demand capture and demand creation?** Demand capture focuses on converting buyers who are actively evaluating solutions (the 5%), while demand creation [nurtures](https://www.cmoalliance.com/lead-nurturing-track-template-framework/) out-of-market buyers (the 95%) to generate interest for future purchases. Both strategies are essential for sustainable growth. **8\. How can marketing leaders measure the success of strategies targeting the 95%?** Metrics include engagement rates with educational content, brand recall surveys, webinar attendance, newsletter subscriptions, repeat visits to content hubs, and long-term influence on eventual conversions. **9\. How can the 95:5 rule inform budget allocation?** Marketing leaders can balance investment between short-term campaigns aimed at in-market buyers and long-term programs that nurture out-of-market buyers, ensuring both immediate ROI and future revenue potential. **10\. How does the 95:5 rule apply across different B2B industries?** While the exact percentages vary by industry and sales cycle, the principle remains consistent: a small portion of buyers is ready to buy at any moment, and the majority requires nurturing. For example, industries with longer sales cycles or high-value contracts often have an even smaller percentage in-market at a given time. ### Transitioning from lead generation to demand generation URL: https://www.cmoalliance.com/transitioning-from-lead-generation-to-demand-generation/ Last updated: 2026-02-19T09:51:23.000Z CMOnow is your chance to stream exclusive talks and presentations, hosted by marketing experts and industry leaders. 🎥 Access exclusive talks and presentations ✅ Develop your understanding of key topics and trends 🗣 Hear from experienced marketing leaders 👨‍💻 Enjoy regular in-depth sessions --- [Watch OnDemand](https://www.linkedin.com/events/cmonow-transitioningfromleadgen7424179632171622400/theater/) Transitioning from lead generation to demand generation isn’t easy - but it’s how startups scale efficiently. Too often, teams focus on chasing email addresses and MQLs, while missing the bigger picture of real buyer engagement. The result? Inflated metrics, misaligned priorities, and slower growth. This session shares a hands-on case study of how one cybersecurity startup redefined its approach, moving from lead generation to demand generation, implementing account-based strategies, and optimizing conversion rates to capture the right demand at the right time. --- ### You’ll discover: 🎯 The key differences between lead generation and demand generation, and why it matters for growth. 📈 How to shift your metrics from volume-focused MQLs to intent-driven, high-quality demo requests. 🤝 Strategies for aligning sales and marketing when SDR teams are lean or removed entirely. 🧠 Real-world tactics: conversion rate optimization, ABM, intent-based marketing, and community-driven demand generation. --- ### Meet the speaker: [Sarah Hartland](https://www.linkedin.com/in/sarahhartland/), Director of Demand Generation at **Endor Labs** Startup marketing expert with hands-on experience scaling go-to-market programs across multiple Series A-C companies. Skilled in transforming underperforming lead gen engines into intent-driven demand generation models, building communities, and leveraging ABM, CRO, and intent data for measurable growth. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/02/Sarah-Hartland.jpeg) ### Lead generation objectives tracking template URL: https://www.cmoalliance.com/lead-generation-objectives-tracking-template-framework/ Last updated: 2026-02-02T12:55:37.000Z [Generating leads](https://www.cmoalliance.com/what-is-lead-generation-in-marketing-a-guide/) is one thing. Hitting your lead targets consistently – and knowing *why* you’re falling short or pulling ahead – is another. The lead generation objectives tracking template gives you a simple, structured way to connect your lead generation goals to the metrics that matter, track performance against targets, and define clear actions to improve results over time. Whether you’re focused on traffic growth, [conversion rates](https://www.cmoalliance.com/user-intent-the-true-secret-to-amazing-conversion-rates/), or campaign efficiency, this template helps you move from scattered metrics to focused execution. ## What is a lead generation objectives tracking template? A lead generation objectives tracking template is a centralized framework for defining, measuring, and improving your [lead generation performance](https://www.cmoalliance.com/ai-the-next-big-step-for-b2b-lead-generation/). It allows you to: - Set clear lead generation objectives (e.g., increase website traffic, improve conversion rates, optimize paid campaigns) - Track key metrics against target and current performance - Identify gaps between goals and results - Document actionable next steps to close those gaps The template covers common lead generation channels and levers, including website traffic, landing pages, [email marketing](https://www.cmoalliance.com/your-guide-to-b2b-email-marketing/), lead capture forms, lead scoring, social media, referrals, and paid advertising – all in one place. ## Who is it for? This template is designed for teams and individuals responsible for driving, measuring, or optimizing lead generation, including: - Startup founders and marketing leaders - Growth and demand generation marketers - Marketing operations and RevOps teams - Content and digital marketing leads - Product marketing managers (PMMs) It’s especially useful if you need a repeatable way to review performance, align stakeholders on priorities, or translate data into clear action plans. ## How to use the template 1. **Define your objectives:** Start by outlining your primary lead generation goals, such as increasing traffic, improving conversion rates, or boosting campaign efficiency. 2. **Set target metrics:** For each objective, define measurable targets (e.g., conversion rate, CTR, ROAS) that reflect success for your team. 3. **Add current performance data:** Input your latest performance numbers to establish a baseline and see how close you are to each target. 4. **Review the % to target:** Use the comparison between target and current performance to quickly identify gaps and opportunities. 5. **Create an action plan:** Document specific actions to improve performance – from A/B testing and segmentation to optimization and alignment with sales. 6. **Review and update regularly:** Revisit the template on a monthly or quarterly basis to track progress, refine actions, and keep your lead generation efforts focused and accountable. ## Download your lead generation objectives tracking template ![lead generation objectives tracking template](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/02/data-src-image-f8c88ac6-74da-41d9-babf-f64e05669b6e-1.png) [Lead generation objectives trackingLead generation objectives tracking.xlsx51 KBdownload-circle](https://www.cmoalliance.com/content/files/2026/02/Lead-generation-objectives-tracking.xlsx "Download") [Lead generation objectives tracking![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/spreadsheets_2023q4-12.ico)Google Docs![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AHkbwyJvIDIOR10eehsDniD47vPGIL3DRfQPDfqdnlj5wETSwLtN09CQoueH1SJsApWKL2XrSq3Mo674pT5exuBlPMYNQHDRI-DUheuRu9oD-N3vwo81cFw-w1200-h630-p)](https://docs.google.com/spreadsheets/d/1kyBFbamVjy2UYvUkfLFHXubwCADfbMeSv4zNI43FXvc/edit?usp=sharing) _This post is for paying subscribers only._ ### AI-enhanced CGI: Transforming product demos URL: https://www.cmoalliance.com/ai-enhanced-cgi-transforming-product-demos/ Last updated: 2026-02-02T12:00:15.000Z In a time when consumers have limited attention and high expectations, product demonstrations are essential – and AI-enhanced [CGI (computer-generated imagery)](https://www.cmoalliance.com/how-cgi-and-real-time-visualization-are-reshaping-proptech-marketing/) is transforming how brands deliver them. Across software, luxury, and automotive industries, this technology is changing how products are introduced, explained, and ultimately desired. What started as a production tool has evolved into a powerful marketing asset that lets you communicate complexity, craftsmanship, and innovation with unprecedented clarity and impact. At its core, [CGI creates 3D models and renderings of products](https://www.pixready.com/blog/cgi-technology-trends-for-product-visualization#:~:text=This%20year%2C%20we%20will%20see,and%20the%20real%20world%20begins). Add AI to the process, and it becomes exponentially more powerful: faster to produce, easier to scale, and increasingly indistinguishable from real-world photography. As AI continues to automate and refine large parts of the CGI workflow, brands are moving toward a future of seamless, interactive [product storytelling](https://www.cmoalliance.com/storytelling-ebook/) – one where demos aren't static assets but dynamic brand experiences. This shift is especially critical for categories where in-[person demonstrations](https://www.productmarketingalliance.com/how-to-deliver-an-effective-product-demo/) are impossible, impractical, or prohibitively expensive, such as: - [Software products](https://www.cmoalliance.com/we-need-to-talk-about-start-up-branding/) that exist primarily as systems and interfaces - [Luxury items](https://www.cmoalliance.com/storytelling-the-secret-to-brand-loyalty-in-luxury-markets/) that demand perfection, meaning, and emotional resonance. - Automotive innovations that must launch globally, often before a physical vehicle exists. In each case, AI-enhanced CGI is making things that were once abstract more real. ## From a visual asset to a strategic edge Control, not just realism, is what sets AI-powered CGI apart from [traditional visual production](https://techpoint.africa/guide/cgi-vs-ai/). Modern rendering engines can now copy materials, lighting, and settings with almost photographic accuracy. [AI speeds this up by automating time-consuming tasks](https://www.cmoalliance.com/ai-in-marketing-what-to-automate-and-skills-to-preserve-video/) like making textures, optimizing lighting, putting scenes together, and changing assets. The end result is a modular, scalable system that you can build once and use anywhere. This gives [marketing teams](https://www.cmoalliance.com/building-marketing-teams-in-the-age-of-ai/) a new level of flexibility. You can put products in any situation, real or imagined, without having to worry about how they will be made. Animation can show things that are hidden from view. You can change, personalize, or localize whole campaigns without having to shoot them again. A master 3D asset is a living brand resource that can be used in many formats, channels, and markets. Consistency is just as important. AI-enhanced CGI makes sure that every touchpoint, from a mobile banner ad to a global launch film, has the same level of skill and purpose. This consistency increases [brand](https://www.cmoalliance.com/top-strategies-for-creating-a-standout-brand-in-2025/) value while cutting down on waste, logistics, and costs by a large amount. Not only is it more efficient, but it's also more environmentally friendly and in line with how modern brands do business. ## Software: Making the unseen interesting For a long time, it's been hard for software and tech companies to demonstrate their products. Screenshots and feature lists rarely capture the true value of complex platforms or abstract capabilities. CGI changes that equation by letting brands see things that can't be seen in real life. AI-enhanced CGI lets software products show themselves in space and tell stories. Data flows can be animated as living systems. Security protocols appear as protective structures. User journeys are shown as immersive spaces instead of flat interfaces. CGI is already used by global tech leaders to see how devices and ecosystems will look before they are released. Animated demos are also becoming more common on enterprise platforms to explain features that would otherwise need a lot of talking about. AI makes these experiences even better by automating and customizing them. Interfaces can move around in real time. [Demos can change to fit different people](https://www.productmarketingalliance.com/3-ways-product-marketers-can-accelerate-revenue-with-tailored-demos/), industries, or situations. Voice, motion, and environment can be tailored in real time, transforming product walkthroughs into guided experiences rather than passive presentations. The business impact is powerful. Interactive, CGI-led demos streamline the sales process, accelerate comprehension, and [increase user engagement](https://www.cmoalliance.com/how-to-use-interactive-content-to-improve-engagement-and-lead-quality/). They enable prospects to "*experience*" value rather than merely interpret it, expediting the decision-making process and enhancing conversion rates. ## Luxury: Amplifying craftsmanship, emotion, and aspiration For luxury brands, perception is everything. Product demonstrations don't just inform – they entice, conveying craftsmanship, heritage, and aspiration through a unified visual language. [AI-enhanced CGI has become an essential part of that language](https://thegstory.com/how-luxury-cosmetic-brands-are-revolutionizing-product-marketing-with-cgi-videography/#:~:text=Brands%20like%20Forest%20Essentials%2C%20Kama,the%20content%20creation%20of%20hyper). Materials like silk, leather, crystal, and precious metals can now be rendered with photorealistic accuracy. Light acts like it does in the real world. Movement captures texture, weight, and fine detail. Brands can show off products months before they come out, building excitement without sacrificing quality or storytelling. CGI lets you interact with images in ways that go beyond just looking at them. This fits in with the trend toward personalization in luxury goods. With AR, customers can look at products from all angles, change the finishes, swap parts, or see how things would look in their homes. This feeling of co-creation makes people more emotionally invested and makes them feel like they are part of something special. AI-enhanced CGI is important because it lets high-end brands keep a high-end look across all channels. A single hero render can drive a global campaign by showing up on billboards, [social media](https://www.cmoalliance.com/overcoming-modern-social-media-challenges-as-a-cmo/), e-commerce pages, and other digital experiences. Even new brands can now show off a level of polish that was only available to the biggest maisons, changing the way the whole industry competes. ## Automotive: Speed, scale, and global storytelling One of the [best examples](https://www.cgi.com/en/manufacturing/cgi-in-the-automotive-industry) of CGI's strategic value is the car industry. Launching a new car requires global coordination, long lead times, and perfect visual accuracy – sometimes even before the final production models are ready. AI-enhanced CGI is now essential for meeting these needs. Today’s AI-driven pipelines let creative teams come up with and test hundreds of visual ideas in a fraction of the time it takes to do it the old-fashioned way. You can explore places, lighting, seasons, and points of view in a virtual world and then fine-tune and finish them with photorealistic accuracy. Once approved, these environments work perfectly with high-fidelity 3D vehicle models to create images that look just like real-life photos. This method cuts production costs while giving artists more freedom to be creative. More importantly, it lets brands localize content on a large scale, changing visuals for different markets without losing consistency. You can launch the same model in all regions at once, and each will have culturally and contextually appropriate images. CGI does more than just create marketing images; it also powers interactive experiences that change the way people buy. Virtual showrooms, real-time configurators, and AR-enabled previews let people view cars in detail, often before they go to a dealership. These experiences make people stay longer, think more about their options, and help them make better buying decisions. ## A cross-industry marketing multiplier AI-enhanced CGI delivers strong marketing benefits across all categories. It drives engagement by inviting interaction rather than passive viewing. It boosts conversion by reducing complexity and confusion. Plus, it enables personalization at scale without huge costs. Equally critical is speed. In a world where timing can make or break a business, CGI lets brands move faster, from idea to market, without losing quality. Campaigns become more adaptive, more testable, and more responsive to real-time insights. CGI also solves a long-standing problem for global companies: maintaining brand consistency at scale. With AI-powered assets, localization shifts from a logistical headache to a creative opportunity – enabling you to launch products and tell stories with global coherence. ## Implementing AI-enhanced CGI: Where creativity meets infrastructure Using AI-enhanced CGI isn’t just a creative choice; it's also a business choice. Top brands invest in integrated ecosystems that combine 3D modeling, real-time rendering engines, AI-driven asset generation, cloud-based computing, and interactive delivery platforms. The most effective workflows are collaborative and automated. Designers, marketers, and technologists work from shared asset libraries. AI helps with making changes, improving things, and keeping track of different versions. Cloud rendering makes it easy to make changes quickly. Over time, these systems become institutional capabilities, reducing dependency on one-off productions and increasing long-term return on investment. ## Looking ahead As AI advances, CGI will become more generative, more predictive, and more personalized. Product demos will evolve from pre-recorded assets into living systems that adapt in real time based on user behavior, location, and preferences. Augmented reality will shift from novelty to standard practice, embedding product experiences directly into the physical world. The implications for marketing leaders are clear. AI-enhanced CGI is no longer an experimental tool or cost-saving measure – it's becoming the standard for how products are showcased, understood, and desired. Brands that master it won't just tell better stories; they'll build deeper, more enduring relationships with their audiences. In an increasingly digital world, AI-enhanced CGI isn't simply improving product demonstrations – it's fundamentally redefining what a product launch can be. ### From invisible to influential: Personal branding for CMOs URL: https://www.cmoalliance.com/from-invisible-to-influential-personal-branding-for-cmos/ Last updated: 2026-01-30T15:26:46.000Z When was the last time you told your own story with the same care you give your company’s? [Vivian Maier](https://www.vivianmaier.com/) never did. Born in 1926, she spent her life working as a nanny while quietly photographing the streets of New York and Chicago. She captured thousands of striking images – ordinary people, forgotten corners of the city, fleeting moments most of us walk past without noticing. And yet, she kept them all to herself. In 2007, a local historian named John Maloof bought a box of her negatives at a storage locker auction for a few hundred dollars. He didn’t even look at them for two years. When he finally did, he realized he’d uncovered a body of work that rivaled the masters of street photography. He shared a few photos online. The reaction was instant. Who was Vivian Maier? How had this talent gone unnoticed? By then, she had already died, unknown and destitute. Today, her photographs hang in galleries around the world, and her life is the subject of an Oscar-nominated documentary. [![Black-and-white photo collage of street photography by Vivian Maier](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/01/data-src-image-98b99bfa-3b6e-4d55-927a-2f93e97d3b53.png)](https://www.cmoalliance.com/from-invisible-to-influential-personal-branding-for-cmos) If you’re a CMO or senior marketing leader, this story might feel uncomfortably close to home. You’re exceptional at spotlighting products, companies, and other people’s brilliance. You [build narratives](https://www.cmoalliance.com/how-to-create-brand-narratives-that-resonate-with-your-audience-2/), shape perception, and create value at scale. But when it comes to [marketing yourself](https://www.cmoalliance.com/personal-branding-how-to-overcome-the-fear-and-embrace-the-journey/), you stay quiet. This article is about changing that. We’ll explore why visibility feels so hard for marketers, why it matters more than ever in a shifting leadership landscape, and the practical steps you can take to [build a personal brand](https://www.cmoalliance.com/how-should-cmos-brand-themselves/) that serves both you and the organizations you lead. Unlike Vivian Maier, you still have the chance to make sure your work – and your impact – are seen. ## Why we keep our talents a secret So, why do we hide our light under bushels? I've done some digging, and here's what I've found: - **Fear of what others will think:** This is usually the biggest blocker. Will people see you as self-promotional, arrogant, or trying too hard? The worry about how you’ll be perceived often outweighs the value of being visible in the first place. - **Imposter syndrome:** Even at the highest levels, that inner voice shows up. I interview wildly successful women on my podcast, and every single one admits to moments of doubt – “Maybe I’m not as good as they think I am.” The irony is that that feeling usually means you’re growing and pushing into new territory. - **Commitment concerns:** Putting yourself out there takes effort. Sometimes it’s easier to binge *The Golden Bachelor* (five stars – would recommend!) than update your LinkedIn profile. Visibility can feel like one more thing on an already full plate. - **Privacy concerns:** Between phishing emails, spam messages, and people trying to get into your inbox from every direction, it’s easy to understand why many leaders hesitate to make themselves more visible online. Why put another target on your back? - **The perception of self-promotion:** No one wants to be *that* person – the overly self-important wannabe-influencer. The fear of being labeled narcissistic keeps a lot of talented leaders quiet. - **Fear of imperfection:** We hold ourselves to impossibly high standards. Every post must be flawless – no typos, perfect branding, and the right color palette. But thought leadership isn’t about perfection; it’s about connection and sharing what you know in a way that helps others. For expert insights like this straight to your inbox twice a month, sign up for Pro+ membership. You'll also get access to a range of certifications, a complimentary Summit ticket, 50+ tried-and-true templates, members-only workshops, and **much* more. So, what are you waiting for? [Fast-track your marketing career ](https://www.cmoalliance.com/pro-plus-membership/?utm%5Fsource=ghost&utm%5Fmedium=resources&utm%5Fcampaign=content) ## The mindset shift modern CMOs can’t afford to ignore Jeff Bezos once said something that stuck with me: > “Your brand is what people say about you when you're not in the room.” As a marketing leader, you already understand the power of narrative and perception. What’s easy to forget is that this applies just as much to you as it does to the brands you steward. Whether you’re in the room or not, a story is being told about your expertise, your relevance, and your leadership – and you have far more influence over that story than you might think. [![Dark blue slide titled “It’s time for a mindset shift” showing a progression from “From hiding to strategic visibility,” “From modesty to confident storytelling,” and “From unknown to thought leader.”](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/01/data-src-image-21d2bbe3-10c3-46a8-b233-3d4b6172e460.png)](https://www.cmoalliance.com/from-invisible-to-influential-personal-branding-for-cmos) This is especially important today, when [careers](https://www.cmoalliance.com/marketing-leadership-career-advice-for-2024/) are anything but linear. The days of spending 30 or 40 years at one company are largely behind us, and most of us will hold a dozen roles over the course of our working lives. The pandemic made that reality painfully clear. Roles disappeared overnight. Stability proved fragile. And many leaders were left feeling more exposed than they ever expected. It’s no surprise that, in the years since, thought leadership and digital visibility have accelerated dramatically. Building a personal brand isn’t about ego or self-promotion – it’s about [resilience](https://www.cmoalliance.com/adaptability-resilience-and-the-value-of-diverse-experience/). It’s about reducing vulnerability, keeping your options open, and ensuring that when your name comes up, what follows is a clear, intentional narrative you’ve helped shape. ## Five steps to building your personal brand So, how can you shift your mindset and start building your personal brand? Let me share what I've learned about putting yourself out there without feeling like you're shouting into the void. ### 1\. Conduct a digital self-audit Start by taking inventory. What have you accomplished? Where have you succeeded? What patterns emerge when you look at your promotions, your wins, your moments of impact? Look at career milestones. Read old performance reviews. Ask trusted colleagues about your superpowers – they often see what we miss. Then Google yourself. Go ahead, do it right now. I'll wait. What comes up? Does it reflect who you are today? Does it showcase the leader you've become? [![Dark blue slide titled “It’s time for a mindset shift” showing a progression from “From hiding to strategic visibility,” “From modesty to confident storytelling,” and “From unknown to thought leader.”](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/01/data-src-image-5d47de29-4667-4b82-8434-2b9a30afc4f1.png)](https://www.cmoalliance.com/from-invisible-to-influential-personal-branding-for-cmos) And [we can’t forget about LinkedIn](https://www.cmoalliance.com/revolutionize-and-evolve-your-linkedin-profile/). Recruiters, board members, peers, and even your own CEO are far more likely to scan your profile than read a résumé, and the good news is you control that narrative. _This post is for paying subscribers only._ ### Why live events and human connection are the strategic advantage in an AI-driven world URL: https://www.cmoalliance.com/live-events-strategic-advantage-ai-driven-world/ Last updated: 2026-01-30T13:29:37.000Z Organizations have [adopted AI with remarkable speed](https://www.cmoalliance.com/ai-adoption-paradox/). For CMOs and leadership teams, the questions around AI are no longer hypothetical. AI now plays a role in how we plan experiences, target customers, personalize messages, and measure impact. Yet, as [automation accelerates across marketing](https://www.cmoalliance.com/how-ai-is-reshaping-b2b-marketing-teams-and-strategy/) and communications, something unexpected is happening inside many organizations: employees feel more disconnected, customers feel less certain, and culture feels harder to hold together. It’s a paradox unique to the current moment. As communication becomes more automated, connection becomes more valuable. This is where CMOs, CEOs, and leadership teams share a common challenge and opportunity. Because despite the sophistication of our tools, the organizations that stand out are those capable of generating something AI is structurally incapable of producing: belief. Belief in a brand, in a mission, in one another. Belief that moves people to act. In the AI era, belief is no longer a soft metric, it’s an organizational necessity. Today, the most enduring beliefs do not emerge from perfectly optimized content. Belief is born from human experiences that feel unmistakably real. ## The rise of the synthetic workspace We've entered what some call a “synthetic era,” a time when nearly every medium can be manufactured, edited, polished, or artificially generated. Videos can be deepfaked, [content can be mass-produced with a prompt](https://www.cmoalliance.com/can-ai-unlock-your-brands-humanity/), and messaging can be personalized without a single human touch. Inside organizations, employees are navigating the same uncertainty customers feel: *What is real? Who do I trust?* This erosion of trust is not a technology problem. It is a human problem. And in this environment, CMOs have an unexpected leadership role: to design moments that cut through the synthetic noise and rebuild confidence from the inside out. Because there is one truth technology cannot replicate: You cannot fake a room full of human beings. At [Wilson Dow](https://wilsondow.com/), we believe in the power of live experiences and using creative production to help connect people to stories. A live experience, whether an all-hands, a sales kickoff, a leadership summit, a flagship customer event, or a product launch, remains the single most credible environment a brand can create. It is the moment where people don't just consume content, but they start believing in something together. ## Why live experiences matter *more* in the age of AI AI expands capacity. It sharpens insights. It accelerates creative cycles. But it also raises the standard for what meaningful engagement should be. According to our recent data study, [AI and tech-driven personalization, alongside rising event costs](https://wilsondow.com/research-report-the-future-of-events/), were the most frequently cited forces shaping the future of events. When routine communication becomes automated, every automated touchpoint becomes less differentiating. This is why the value of live experiences is actually increasing – not despite AI, but because of it. Great experiences do what automation cannot: - They foster emotional intelligence. - They build trust in leadership. - They create belonging among dispersed teams. - They facilitate shared memories. - They turn passive employees into active advocates. In an era defined by efficiency, connection becomes a form of economic resilience. ## Events as the ignition point for year-round momentum If the last decade treated events as isolated moments, the next decade belongs to leaders who use [experiences to fuel long-term momentum](https://www.cmoalliance.com/whats-the-roi-on-experiential-marketing/). Post-pandemic workforce dynamics require it. Especially with remote and hybrid workforces, employees today are more disconnected and fragmented than ever. Engagement isn’t something you can simply “announce,” it’s something you have to build and earn. This is where the most forward-thinking CMOs and internal communications leaders are shifting their strategies. They no longer view their flagship event experiences as discrete points in time. The organizations succeeding today share three traits: ### 1\. They treat events as part of a cohesive event portfolio in a year-round energy engine. They link their SKOs to their conferences to their internal learning platforms. They reinforce messages across channels instead of simply repeating them, and they make employees feel that every moment connects to something bigger. ### 2\. They follow through with content that sustains belief. From post-event content hubs to leadership videos, interactive digital modules to internal storytelling campaigns –– these aren’t just “nice to have,” they’re part of the behavioral reinforcement that keeps teams aligned and connected to the larger message and creates a sense of belonging. ### 3\. They create emotional continuity beyond just message continuity. People don’t remember everything they hear, but they remember how a moment made them feel. The smartest organizations design for *that* memory to stay alive all year long. For leaders looking to build cultures of belief in an AI-driven world, we explore these principles deeply in our [ongoing research and perspectives](https://wilsondow.com/research-report-the-future-of-events/). ## What CMOs should prioritize in 2026 and beyond In conversations with executive teams across industries, three priorities consistently emerge: ### 1\. Invest in the moments that cannot be automated. Authenticity is now a brand asset, and human connection is a competitive advantage. The experiences that bring people together both physically and emotionally are becoming the most defensible investments in the marketing mix. ### 2\. Use AI to enhance the experience, not replace it. Let AI handle the operational lift: logistics modeling, message personalization, content tagging, sentiment analysis. Then redirect human creativity toward designing the moments where belief is built. ### 3\. Think in story arcs, not single events. A single experience can inspire, but a connected journey transforms people into brand advocates. Whether your goals are around building internal culture or customer loyalty, everything relies on repetition, reinforcement, and emotional continuity. ## The future belongs to leaders who can reignite the room They understand that AI can be a teammate and help with scale, but live experiences create meaning, and earning trust is priceless. Great brands won’t win because they communicate more; they’ll win because their people believe in them. And this belief and a culture of connection are built in the room together. ### How I learned to lead: Honest management lessons from a CMO URL: https://www.cmoalliance.com/from-0-to-57-lessons-learned-from-management/ Last updated: 2026-01-30T12:05:06.000Z ## Starting out as a manager I was 25 when I managed my first direct report. I’d always thought line management was something I’d wanted to do, and probably like most that age, I thought managing people was the only way I’d progress professionally. It didn’t last long. My direct report was great – young, kind, enthusiastic, and unbelievably driven. However, as a first-time manager, I was awkward giving feedback, would get frustrated when things weren’t *exactly* the way I would have done them, and being responsible for another employee just wasn’t something that sat naturally with me. Around three or four months into my line management gig, I decided it wasn’t for me, and thought “s\*\*t... how do I progress now?” So, I handed in my notice and went traveling for nine months (while freelancing). I’m starting with this story for two reasons: 1. It led me to The Alliance (back in 2019, I was freelance copywriting for Product Marketing Alliance), and 2. I still find my reaction from 2018 funny, given where I’m at now – responsible for 57 employees, which equates to half of The Alliance’s total workforce! To this day, I’ve never read a management book, taken any training, or any kind of professional development when it comes to people management… although now I’m writing this, I’m thinking I probably should. 😅 That said, I’m proud of what I’ve achieved, and I’d like to think my teams feel the support, respect, and empowerment any great manager should provide. --- ## Leadership lessons I learned from previous managers ### Never be above getting stuck in In a previous role, we were going through a huge data enrichment backdating job. We needed to speak to every single client (20,000+) and verify the details we had on file, as well as collect new data. I’ll never forget how impressed I (and others in the marketing department) was when the CMO rolled his sleeves up and got stuck in on his commute (train) and in his evenings. We’d hired a bunch of temp interns to help with the task, but I really admired him for chipping in and doing what needed to be done to get the job done. This always stuck with me and is something I definitely adopt. When we’re under-resourced, I’m writing, building, and sending emails myself. When we moved ESPs, I was moving all the data and rebuilding all the workflows. It’s important to show you don’t think you’re above the duties you inevitably once carried out – because you’re not. You’re only as good as your team, and you shouldn’t expect your team to do something you’re unwilling to do yourself. 💡 Your FREE career-boosting toolkit from the world's top companies awaits. [Become an Insider member today](https://www.cmoalliance.com/#/portal/). ### Know your stuff I once had a previous manager who was incredibly kind and caring. I always felt valued, and I knew they’d be there if I needed them. However, they didn’t have expertise in my domain – [copywriting](https://www.cmoalliance.com/stop-using-these-90-promotional-words/). As a result, I didn’t feel pushed, I lacked in-depth feedback, and I had no one to turn to when brainstorming ideas or tackling skill-specific challenges. This put a strain on our relationship and stunted my growth. The lesson I carried forward here is that I knew I wanted to be the type of manager that knows their s\*\*t, stays on top of trends/best practices/moves in the market, provides meaningful feedback, and helps their teams push ideas and strategies forwards. **Editor's note: Leadership in 2025–2026 has evolved significantly. Modern managers now balance* [**hybrid teams*](https://www.cmoalliance.com/are-remote-cmos-the-future/)**, leverage* [**AI tools*](https://www.cmoalliance.com/best-ai-powered-marketing-attribution-tools/) *for* [**feedback*](https://www.cmoalliance.com/customer-feedback-questions-framework/) *and performance management, and prioritize employee wellbeing and* [**psychological safety*](https://www.productmarketingalliance.com/psychological-safety/)**. These lessons are more critical than ever when* [**scaling a team*](https://www.cmoalliance.com/how-were-scaling-marketing-at-the-alliance/)**.* ### Be firm (while maintaining fairness) I once had a manager who was known for being nice. *Everyone* would say it. But in some ways, they were *too* nice. They didn’t hold their own and assert their ideas/thoughts in a confident/authoritative way, and as a result, in the nicest possible way, they’d get walked over. So, while I try to carry their niceness forward, I also carry forward doing a 180 on their approach to communication and [collaboration](https://www.cmoalliance.com/using-ai-to-foster-collaboration-with-julia-goebel-cmo-at-komodo-health/). I endeavor to be assertive about what I want/need/like/don’t like, etc. – all the while being **nice**, of course. ### Don’t bulls!$t Final trip down memory lane. The manager that bulls!$tted their way through every meeting. Don’t get me wrong, I get the whole office politics thing (there was a lot of it in some of my previous orgs), but when you’re lying about what you’ve done, what you haven’t done, who’s done what, and so on, in front of your direct reports, it can quickly lead to distrust. If they’re saying this when I *am* here, what are they saying when I’m not? Trust is everything and can be instantly broken, and as a manager, it’s your role to ensure your words and your behavior build trust – not break it. I appreciate that none of the above are groundbreaking, but I think one of the biggest things I’ve learned about management is that it’s not mind-blowingly complex stuff. It’s about *consistently* following basic best practices, and in the day-to-day (especially when the pressure’s on), keeping these kinda things front and center can often slip, so it’s always good to re-hear them! [The importance of building a creative culture as a CMOIn this article, I’m going over the best insights from my interviews with CMOs and marketing leaders on creative cultures, along with some findings from my own research.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2021/02/CMO_Alliance-Colour-Logomark_tiny.png)CMO AllianceWill Whitham![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2023/05/creative-culture-meta-image.png)](https://www.cmoalliance.com/building-a-creative-culture-as-a-cmo/) ## Leadership lessons I’ve learned on the job So for the next portion of this blog, I want to focus on a non-exhaustive list of stuff I learned on the job. If you’re a manager, you’ll know you learn something new almost every day, but these are just a few I’ve cherry-picked because once I came to terms with them, they had some of the biggest impacts. ### Feedback is valuable for modern managers I mentioned right at the start that with my very first direct report, I didn’t really enjoy the feedback part of the role – and this remained for probably my first 12–18 months of being with The Alliance, if I’m being totally honest. Of course, I still gave it, but I wasn’t comfortable doing it. Positive feedback was always uber rewarding to give for obvious reasons, but when it came to the constructive, I probably held back for fear of making people ‘feel bad’. This damaged them and me. A combination of repetition and also rethinking and reframing how feedback is given really helped me overcome this, and I now see feedback as a really positive and powerful part of my role. It helps the people I’m working with improve. It helps me look at things from a different perspective when my feedback’s challenged. And it helps me get the end result I’m after. For me, when I’m giving feedback, I’ll always: - Find *at least* one piece of the work to compliment - Always thank someone for the time they’ve invested on the job already - Reiterate the end objective of the brief at hand - Clearly and kindly explain why X, Y, and Z don’t quite align with that objective - Give pointers/share examples of how to implement this feedback moving forwards. Again, super simple stuff. But good to remind yourself of when you’re squeezing in feedback between the other 649 things on your plate. **Editor's note: Feedback is a positive thing, and* [**recent research*](https://www.cmoalliance.com/future-of-marketing-2025-report/) *shows ongoing, structured feedback increases* [**engagement*](https://www.cmoalliance.com/the-power-within-driving-employee-engagement-through-internal-branding/) *and retention, especially in hybrid or remote teams.* **Managing a growing team today often means balancing in-office and remote employees. Lessons about clear communication, accountability, and culture-building are especially relevant in hybrid environments.* ### Letting go of the role you once had can be hard The better you are at what you do, the less you get to do it. This can be the hardest thing about management. You’re good at what you do, which is why you progress. But then the more you progress, the further away you become from actually doing what you love (in my case, copywriting). This took me a long time to get to grips with and is actually why I’m writing this blog – to make sure I can find an outlet for what I love and keep my skills sharp. Not everyone necessarily misses doing the doing, and if you don’t, good on you! But if you do, my advice would be to find a way to squeeze some of it in on the side – that way, you get the best of both worlds. ### You can’t be involved in everything – get comfortable delegating Tied to the above point, it took me way too long to take a step back from the day-to-day. Rewind around three and a half years, when I was managing around six or seven copywriters while building out Product Marketing Alliance’s first membership plans and courses. At the time, I was still trying to proof every single blog post before it got published. Why? Partly because I’m probably a bit of a perfectionist. I hated the thought of *anything* going out that wasn’t just right. It wasn’t till I was in my first annual review and I got pulled up on it because (quite rightly) it wasn’t sustainable, scalable, or allowing me to focus my time on the more strategic pieces elsewhere. Josie (The Alliance’s COO) reframed it for me: removing yourself from *every* proofing process puts more accountability on others and if they know you’re not going to be there to spot X, Y, or Z edit, they’ll be that much more attentive to spotting it themselves. So I implemented a proofing buddy system and moved to spot-checking the odd blog *after* it’d been published instead. And guess what happened when I removed myself from the proofing processes? Nothing. Everything still ran absolutely fine. **Editor's note: Modern leaders can also leverage AI tools to streamline task tracking, provide personalized feedback, and analyze team engagement — helping to scale effectively without sacrificing* [**team culture*](https://www.cmoalliance.com/align-your-company-culture-with-your-brand-with-noel-hamill-video/)**.* ### The best ideas come in groups Around 12–18 months into my stint at The Alliance, I got the nickname ‘the oracle’. Because I’d been with the company since day one and had been involved in so much of the business, I obviously had an awful lot of internal knowledge and became a bit of a go-to, which is where the name spawned from. Subconsciously, for a while, this led me to feel like I *had* to know everything or I wouldn’t be viewed the same. As the company grew, I still felt I had to know everything, and I thought I needed to be solely responsible for ideas. Both, on reflection, were just plain silly. Switching out of that mindset and understanding that just because you’re in a senior role with lots of responsibility doesn’t mean you have to come up with *everything* yourself to prove yourself, was a big one. The best ideas come in groups, and empowering your team to generate those ideas instead is just as much of a testament to your skills as a manager as coming up with shiny new ideas by yourself all the time. ## Recruitment and retention are some of the most valuable hours you’ll spend I’m just gonna put it out there: no one gets into management for the love of recruitment. 🤷 It’s time-consuming and often, quite frankly, can just feel like dead time till you find that right match. Now I’ve been involved in an awful lot of recruitment over the last four years (hopefully 0–57 employees says it all!), but it was only in the last 18 months or so that I saw it for what it was – the most valuable part of what you do. You can’t achieve your goals without incredible people, and you can’t recruit or retain incredible people without investing time with no expectation of anything in return. **TL;DR:** making recruitment a priority vs ‘that thing you do quickly before you log off’ was a really important mindset shift for me. ### Be clear on your expectations Now this is a recent one. We’re currently doing a bunch of work with a company called People Collective, and in a recent call, we were talking about expectations, mainly in the context that more often than not, expectations are unwritten and unsaid. Which, when you think about it, is mad, right? Your expectations of your employees and their expectations of you are the foundation of strong and positive working relationships, so *not* verbalizing and *not* formalizing them just doesn’t make sense. On the back of this, I recently did an exercise with my direct reports: 1. They let me know what they think my expectations of them are, 2. I let them know what I think their expectations of me are, and 3. We meet and discuss anything either party thinks is missed or unclear. This clarity has been great for alignment and is something I’ll be looking to do with all new hires moving forwards, too. ## Management characteristics that are important to me Every manager has their own style. No two leaders are the same, and an important part of *being* a leader is understanding what’s important to you and holding yourself accountable to living and breathing them every single day. So, in this section of this very long blog, I’ll be chatting through the characteristics that I feel are important to my leadership style. ### Be real – and don’t take yourself too seriously I’m a CMO. It goes without saying I have a very serious role, carry a heavy burden of responsibility, and feel that stress – some days more than others. However, that doesn’t mean I’m a robot, I can’t have a laugh, and I need to act ‘professional’ 9–5. When we have a Christmas party, I’ll let my hair down and get a wee bit *too* drunk. Literally a few weeks ago, I fell out of bed in the middle of the night. So the next morning, instead of saying ‘good morning’ to the marketing team, I told them. Obviously, there are boundaries, but I love showing my teams the real me, and I hope that in being a bit silly and setting an example that I don’t take myself too seriously, they’ll feel they can let their guard down, too – we spend so many hours of our lives at our desks, we may as well try and have a laugh together while we’re there. ### Praise good work Good work doesn’t need to mean bringing in $XXXX in deals (although that’s obvs great too). It can be an idea, a way of wording an email, someone going out of their way to help others, staying late to deliver on X project…the list goes on. If you’re in a position of responsibility, a big part of that responsibility is giving praise and creating an environment whereby people feel valued and that they too can speak up to endorse others – the more people who do this, the better. Around nine months ago, I started a super simple ‘Friday shoutout’ on Slack. Every Friday, I’d publicly give a big thank you/well done to someone different, and it got fantastic feedback. Since then, the volume of shoutouts across the company, across every department, has significantly increased. Every week, in some form of Slack channel, there are at least a couple of people highlighting the incredible work people in the organization are doing. It’s been a real value-add to the organization’s culture. I’m proud that I helped kickstart and contribute to this. If you haven’t already, I really recommend being intentional about how and how often you’re publicly praising work and starting an initiative of your own. ### Honesty = trust + growth As I’ve grown into myself and my role, I’ve become comfortable being nothing but honest. If someone’s fluffed up, I take the responsibility seriously of ensuring that (in a positive way) they know about it, and more importantly, they know how to avoid it moving forwards. I believe in honesty of giving credit where credit’s due (in previous companies, I’ve witnessed many a manager taking credit for their team’s ideas – I really disagree with this). Honest feedback. Honest opinions. Honest communication. Honesty = trust. Trust = the bedrock of any relationship. ### Empowerment is vital Don’t get worried if/when your team starts thinking about ideas/solutions/questions before you do – it’s a testament to your skills as a manager. I’m not gonna lie, I used to struggle with this and worried it meant my value was decreasing in tandem with theirs increasing. I now realize how blinkin’ stupid this was. Empower your reports to make decisions. Empower them to question your choices (no one’s always right!). Empower them to do things differently. Empower them to have a voice, say, and opinion – period. This is easy to do, but even easier to break. All it takes is one call or one message shooting someone down for everyone in the group to second-guess whether or not they should say that thing or ask that question next time, and when people start thinking like this, *everyone* misses out. So, even if you don’t agree with something, be super intentional with how you respond/turn it down. ### Add value along the way This one probably sounds like an obvious one, but I’ve had previous managers who didn’t have enough expertise in my domain to be able to add genuine value to my work or ideas. To me, despite how many departments I’m spread across, it’s really important to have both breadth and depth of knowledge so that I can provide actionable feedback, build upon existing ideas, iron out process kinks, etc. I don’t ever want to be the type of manager that loses touch, so I make it my mission to ensure that fine balance between freeing up my time to focus on strategy, but also staying abreast of the smaller details and day-to-day. I’ve managed to do this up till this point (15 communities, 57 people in my teams, overseeing four departments, 110+ company headcount). Who knows what I’ll be saying if this all doubles again! ### Show a genuine interest Take those five to ten minutes at the start of your weekly catch-up to check in on people. If you know someone went to the movies the night before, ask them how it was. If they’ve got a holiday coming up, ask what they’ve got planned. If their mom was ill last week, ask them how she’s doing. If someone’s a little quieter than normal, ask if everything’s okay. To me, it’s really important to show a genuine interest in all the things that happen outside of the 9–5 – not just because it’s what you should do, but because I genuinely am! We’re all so different – different hobbies, different personalities, different perspectives, and understanding this helps you understand *people* better. Plus, I’m pretty sure caring about your team – and showing them you care – never harmed anyone. ### Stand up for your and your team’s decisions Is there anything worse than having a great idea, sharing it with your manager, getting on a call with a few others, and it getting disregarded without a fight? Or making a change to a process/campaign, it not working out, and then getting thrown under the bus by your boss? I’m sure I don’t always succeed as best I’d like, but I try my damned best to ensure I’m always in my team’s corner – I think it’s important to support the failed experiments (aka learning), support their ideas and advocate for their implementation, and fend for them not just in your 1:1, but in front of others. If people know they have *your* support, they’ll likely feel much more comfortable next time they want to pitch an idea, next time something doesn’t quite go to plan, etc. ### Positive energy breeds positive energy Now this one I *know* I don’t always succeed at (it’s a work in progress)... Let’s not sugarcoat it – being a CMO is stressful. Huge revenue responsibility, endless meetings, constant context switching, non-stop juggling, people management, strategy, sign-off, etc., etc. However, I try my best never to let this show. When I was thinking about this the other day, I likened it to my days of being a waitress. Some days, I’d turn up to work, and I just wasn’t in the mood (probs argued with my college boyfriend earlier in the day), regardless, I’d slap a smile on my face and serve them pints like nothing had happened – even when I didn’t feel like it. Rightly or wrongly, I take this approach to my role as a CMO. If I’m feeling particularly stressed or I’ve just had a heated Slack debate with Rich (CEO) (#jokingnotjoking), I *try* my best not to let it show in my next call, or pass that emotion onto anyone else. To me, it’s important that pressure isn’t passed onto my reports for a couple of reasons: 1. They don’t worry that they can’t add to that pressure with any of their own challenges/questions, and 2. They don’t fear that progression in the org means they’ll feel that pressure. My **aspiration** is to always be approachable, always be composed, and always energize those around me. [The elements of a great marketing leaderWe’ve created a periodic table of elements detailing everything that a great marketing leader needs to have a handle on.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2021/02/CMO_Alliance-Colour-Logomark_tiny.png)CMO AllianceWill Whitham![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2023/04/CMO_Periodic_Table_Colour_meta.jpg)](https://www.cmoalliance.com/the-elements-of-a-great-marketing-leader/) ## Personal challenges I’ve experienced along the way I certainly wouldn’t say my route CMO was typical. I hadn’t had any previous marketing leadership roles. It was unexpected, and it was *quick*. I went from freelance copywriting to CMO in the space of three years, and while I wouldn’t change a thing, it did result in some pretty steep experiential shifts. Here are a few of the key ones. ### Coming to terms with not writing anymore My bread and butter had been copywriting. I *love* to write, and the more senior I got within The Alliance, as you’d expect, the less and less I got to do what I love. This was hard to come to terms with at first, and really alien to me. Due to some resource constraints, to date, I have actually still been dabbling in some copy and am still writing and building the odd email for some of our communities (which, although it can feel like a pain because I don’t have the time, I must confess, I secretly enjoy). However, those resource constraints will soon be gone, which means I’ll be pretty much fully removed. Here are a couple of things I’m doing to satiate my love of writing: - More blogs like this outside of work! This is enabling me to keep my copywriting skills sharp and write freely at the weekend/in the evenings, as and when the mood takes me. - I mentioned earlier in this post that it’s important to me to keep close to the day-to-day and add value, and I thrive off being involved in projects and contributing to the messaging we’re using, and this also helps me to keep that spark alive. ### Imposter syndrome is REAL As I said at the start of this section, my entry to my CMO role was quick and unexpected. I imagine every first-time CMO feels imposter syndrome, but I kinda feel like mine was enhanced. It took months and months and months for me to talk myself out of it. I’d put myself down and think to myself, surely I’m not good enough for this. Surely this is too soon. Surely I need more on-the-job experience to be able to do this. While I’m over this hurdle now, I can’t say those doubts never come in. I’ve hired people with many more years of work experience under their belt, and sometimes I’ll think to myself, ‘how am I going to add value to this person?’, but do you know what, I always do. And each time I do, my confidence continues to grow. The one thing this has taught me is that you don’t need alllllll the years on the job to be good at what you do. I became CMO at 29 with less than eight years of professional experience behind me – but that doesn’t matter. I feel like I’m getting a bit soppy at this point, but don’t let your age, or your experience, or ‘the norm’ dictate what you’re ready for. Take the opportunities where they come, seize them, apply yourself, and you’ll be surprised at what you achieve. ### Confidence is key I chuckle at myself when I think about what my confidence is like now, versus what it was like when I was younger. Six years ago, if I were in a work meeting, I’d be too shy to speak up and represent myself. 10 years ago, if I went to the hair salon, I’d barely even speak while I was sat in the chair. Today, I chair tons of meetings, I’m uber vocal in the ones I attend, and I’m not afraid to put my ideas, challenges, thoughts, and feedback forwards. I’ve not intentionally done anything to grow my confidence, and even when I first started at The Alliance, it was a million miles away from what it is now, but it’s just been a byproduct of continuously putting myself in those situations and rising to the role. Now I’m not saying my confidence is perfect or where I’d like it to be by any stretch – I still have a long way to go. Public speaking is NOT my jam, is something I’ve actively avoided my entire life, but is something I recognize I need to tackle head-on as part of my role, which is why I’m forcing myself into uncomfortable (to me) situations moving forwards – like getting involved in our [CMO Summits](https://events.cmoalliance.com/). ### Don’t be a yes man No one ever got to be in a leadership role by saying yes to and/or agreeing with everything. Within my first 12 months at The Alliance, I probably did this. But as my confidence, knowledge, and skills increased, so did my ability to push back – not in a combative way, but it’s important to challenge decisions to make sure we’re actually making the right ones. And I’m now comfortable doing this regardless of who it’s with or what it’s about. I obviously report to the CEO (Rich), and I’m sure he’s stopped reading by this point, but I’m just as comfortable challenging him (much to his annoyance) as I am a direct report – and I think this is super important. ## What I want to get better at Okay, last section of a *crazy* long read (thanks for sticking with me if you’re still here!). I said I was going to be candid, so I wanted to finish on a couple of areas I still don’t think I’m all that good at, but am actively working on. ### Coping with pressure I can let pressure get to me both physically and emotionally. If something’s not going to plan, numbers aren’t where they need to be, I’ve got too much on, or I’m getting frustrated by X, Y, or Z, etc., my reflex reaction is effing and jeffing to my partner over tea or letting it eat away at me in and outside of work, which takes its toll. Here’s what I’ve been doing lately (with success) to try and combat this: - Last year, as part of our employee benefits package, we rolled out access to [Oliva](https://www.oliva.health/). I’ve taken full advantage of this and speak to someone every other week about all sorts of topics that are important to me, one of which is coping mechanisms for stress. This has been a fantastic support and resource, and something I plan on continuing with for life. - Journaling. I try to do this every night before I go to bed. Writing out and rationalizing my worries helps me put them into perspective and approach them with a different mindset next time a pressure trigger arises. - Work-life balance. Up until a few months ago, I’d work crazy hours, which I certainly don’t advocate for in my team. As a result, I’d be pretty mentally and physically drained throughout the week, which obviously impacts your emotional response in stressful situations. Being strict with my boundaries has not impacted my output whatsoever, but it’s made me happier, healthier, and more laser-focused when I am online. ### Knowledge-sharing Your greatest skill, power, and achievement as a manager is enabling those you manage to think like you, connect the dots you connect, make decisions on your behalf, solve problems on your behalf, and build relationships and strategies on your behalf. Whilst I don’t think I’m *terrible* at this, I do think I could be better in some areas. My issue with some of these areas in which I want to pass knowledge down is that I kinda do things on autopilot. I don’t always have a clear thought-out process or a clever formula – I just do it or know it because I’ve been so entrenched in every aspect of the organization for the last four years. This is something I want to actively overcome over the next few months so that I can continue to devolve responsibility to the amazing senior managers and leaders I have reporting to me. ## Phwoar, that was a long one… If you’re reading this, you made it. 🙌 Which I’m guessing means you’ve gathered some kind of value from this short essay. I didn’t realize how much I had to say on this topic till I started writing, and I’d *love* to hear your thoughts. What did you resonate with? What were your biggest struggles/learnings? What do you think I’m missing? If you wanna continue the conversation, I’d love to [**connect on LinkedIn**](https://www.linkedin.com/in/bryonypearce/). --- ## More resources on leading teams in 2026 [People first, AI forward: Where we’re headed in 2026We spent 2025 testing whether humans and AI could actually work together. They can. Now the question is how we scale it.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--342.png)CMO AllianceLiza Adams![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/People-first--AI-forward-Where-we-re-headed-in-2026------Liza-Adams-GrowthPath-Partners-1.png)](https://www.cmoalliance.com/people-first-ai-forward-where-were-headed-in-2026/) [Leading change as a CMOA CMO’s guide to successful change management, covering team structure, new tech, strategy shifts, key models, and how to build team trust, clarity, and support through every transition.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--339.png)CMO AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Leading-change-as-a-CMO.png)](https://www.cmoalliance.com/change-management/) [The challenges leading marketing teams in 2026Marketing leaders in 2026 face burnout, misalignment, ROI pressure, and tech overload. Learn how CMOs can protect clarity, meaning, and team energy while driving impact.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--340.png)CMO AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Challenges-when-leading-marketing-teams-in-2026-1-1.png)](https://www.cmoalliance.com/the-challenges-leading-marketing-teams/) [How marketing leaders run at scale in an AI-heavy worldIn this episode, Michal Sever explores how marketing leaders are redesigning teams, systems, and decision-making to scale with AI, without outsourcing judgment or creativity.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--343.png)CMO AllianceCecilia Toro![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Convo_Podcast_Youtube_Thumbnail_--5-.png)](https://www.cmoalliance.com/what-marketing-leaders-need-to-master-for-2026-video/) [How to drive excellence through empathetic leadershipShuchi Sarkar, CMO at AAA Club Alliance, shares how to balance empathy and accountability to build stronger teams and drive better results.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--344.png)CMO AllianceShuchi Sarkar![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/How-to-drive-excellence-through-empathetic-leadership-----Shuchi-Sarkar-AAA.png)](https://www.cmoalliance.com/how-to-drive-excellence-through-empathetic-leadership/) [Where are marketing budgets being spent?Discover where marketing budgets are being spent in 2025, how CMOs are adapting to economic pressures, and tips for increasing ROI.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--341.png)CMO AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Stock--1--2.png)](https://www.cmoalliance.com/where-are-marketing-budgets-being-spent/) ## FAQs on leading teams **Q: What are the most important lessons for new managers?** **A:** From empowering your team to giving regular feedback, these lessons focus on communication, accountability, and fostering trust — all critical for modern leadership. **Q: How can leaders manage hybrid teams effectively?** **A:** Clarity, flexibility, and leveraging tools for communication and engagement are key. Hybrid management requires adapting the same principles your CMO learned while scaling a team. **Q: How can AI help leaders today?** **A:** AI can assist with task management, analyzing performance, providing real-time feedback, and helping managers make data-informed decisions while still prioritizing culture. **Q: What mistakes should first-time managers avoid?** **A:** Common pitfalls include micromanaging, failing to delegate effectively, and not providing consistent feedback. Learning from these mistakes early can accelerate growth and team success. **Q: How do you scale a team without losing culture?** **A:** Maintaining culture requires clear values, intentional communication, and empowering employees at all levels. Regular check-ins and recognition help reinforce a positive team environment. **Q: What leadership skills are most important for CMOs today?** **A:** Strategic vision, people management, adaptability, and effective communication remain core skills, with added emphasis on leveraging AI and data for decision-making in 2026. **Q: How can managers keep their teams engaged remotely?** **A:** Frequent check-ins, clear expectations, celebrating wins, and using digital collaboration tools help maintain engagement and alignment in hybrid or remote settings. **Q: Why is feedback critical for growing teams?** **A:** Ongoing, constructive feedback builds trust, improves performance, and reduces turnover. Modern teams especially benefit from real-time feedback facilitated by digital tools. **Q: How can leaders avoid burnout while scaling a team?** **A:** Prioritize delegation, set boundaries, foster a supportive environment, and leverage technology to streamline repetitive tasks. Self-care and team wellbeing are critical for sustainable growth. **Q: How can AI assist with leadership and management?** **A:** AI tools can help track team performance, analyze engagement, identify skill gaps, and provide insights for more informed decision-making — all while supporting, not replacing, human leadership. **Q: What lessons from startup leadership are still relevant in 2026?** **A:** Adaptability, empathy, clarity in communication, and learning from mistakes remain essential. Even as teams scale and technology evolves, these core principles are timeless. **Editor's note: This article was originally written by our CMO during the early days of our startup, capturing the lessons she learned while building and managing her first teams.* **While some details reflect that period, we believe the insights remain highly relevant and valuable for 2026\.* **The principles of leadership, team empowerment, and effective management shared here continue to resonate in today’s hybrid and AI-driven work environment.* ### Leading change as a CMO (without losing your team along the way!) URL: https://www.cmoalliance.com/change-management/ Last updated: 2026-01-26T17:20:35.000Z If you’re a CMO, change management is already part of your job – whether it's written in your job description or not. Marketing rarely gets the luxury of stability. Priorities shift, [channels](https://www.cmoalliance.com/cmo-channel-strategies/) evolve, [budgets](https://www.cmoalliance.com/negotiating-marketing-budgets/) move, and leadership expectations change faster than most teams can comfortably keep up with. Through all of that, you’re expected to maintain momentum while asking people to work in new ways. At its core, change management is about helping people move from how things work today to how they need to work tomorrow. That sounds straightforward, but anyone who’s led a marketing team knows it rarely feels that simple. You’re not just changing processes or tools; you’re changing habits, routines, and sometimes people’s confidence in their own role. This is especially true in marketing organizations with multiple layers. You have individual contributors focused on execution, managers translating strategy into day-to-day work, and senior leaders expecting results quickly. If change isn’t handled carefully across those layers, [misalignment](https://www.cmoalliance.com/sales-and-marketing-alignment-boosts-revenue-generation/) shows up fast. There’s also a consistent disconnect between intention and perception. Gartner found that [**74%** of leaders say they have involved employees in creating a change strategy, but only **42%** of employees feel included](https://emt.gartnerweb.com/ngw/globalassets/en/human-resources/documents/trends/changing-change-management.pdf). That gap matters. It’s often the difference between a team that adapts and one that quietly resists. ## Where change shows up in a CMO’s world Change doesn’t arrive in one form. As a CMO, it tends to show up in familiar patterns, even if the details differ each time. ### Team structure and role changes Reorganizations are one of the most common sources of disruption. You might be shifting from channel-based roles to lifecycle ownership, consolidating teams after [growth](https://www.cmoalliance.com/11-growth-strategies-you-can-apply-to-your-business/), or adjusting responsibilities to better match where the business is headed. On paper, these changes often make sense. In reality, they raise questions people don’t always ask out loud. Who owns what now? What does success look like in this new structure? Am I still valued in the same way? If those questions go unanswered, uncertainty can quickly turn into disengagement, even among high performers. ### Technology and tooling changes [New tools](https://www.cmoalliance.com/the-three-marketing-tools-i-couldnt-live-without-gaston-tourn/) are another constant. CRM rebuilds, analytics platforms, project management systems, and AI-driven tools all promise efficiency, but they also disrupt established ways of working. For many marketers, tools are closely tied to how they organize their day and measure their own effectiveness. When a tool change is framed purely as a leadership or reporting need, [adoption](https://www.cmoalliance.com/product-adoption-framework/) usually suffers. People need to understand how it makes their work clearer, easier, or more impactful – not just how it benefits dashboards. ### Shifts in strategy or priorities Strategic changes often create confusion because they don’t always come with immediate operational clarity. A renewed focus on [brand](https://www.cmoalliance.com/why-brand-is-everyones-job-a-guide-to-building-an-authentic-thought-leadership-strategy/), a tighter connection to sales, or a move toward long-term growth metrics can leave teams unsure how to adjust their daily decisions. Without clear guidance, people default to what worked before, even if leadership has moved on. That gap between [strategy](https://www.cmoalliance.com/the-fundamentals-of-b2b-marketing/) and execution is where frustration builds. ### External or forced change Some change comes from outside marketing altogether. Budget cuts, leadership turnover, [mergers](https://www.cmoalliance.com/merger-branding-something-greater-than-the-sum-of-its-parts/), or new company-wide priorities can land suddenly and with little context. Even positive changes, like rapid growth, can strain teams if roles, processes, and expectations don’t evolve alongside them. In these moments, your role often shifts from decision-maker to interpreter, helping your team understand what the change means for them specifically. ## What to keep in mind when leading through change Resistance rarely comes from stubbornness. More often, it comes from uncertainty. Oak Engage’s research shows that [mistrust in the organization is the biggest driver of resistance at **41%**, followed closely by lack of understanding around why change is happening (**39%**) and fear of the unknown (**38%**)](https://www.oak.com/media/c5llwb4v/oak-change-report-digital.pdf). Concerns about role changes and exclusion from decisions also play a significant role. One of the most effective ways to reduce resistance is by involving people earlier than feels strictly necessary. That doesn’t mean opening every decision to debate, but it does mean inviting input while things are still taking shape. People are far more likely to support change when they recognize their perspective in the outcome. Clarity also matters more than polish. If the reason for change isn’t explicit, people will create their own explanations, and those explanations tend to be more negative. Be clear about what’s changing, why it’s happening now, and what is staying the same. That last piece is often overlooked, but it gives people something stable to hold onto. It also helps to be honest about uncertainty. Admitting that some details will be figured out along the way builds more trust than pretending everything is already solved. ## Practical change management models for CMOs You don’t need to be fluent in formal change theory to lead change well, but having a few simple models in mind can make your decisions more intentional. These frameworks are useful because they give you a way to slow down, think through where people might struggle, and adjust your approach before problems show up. ### 1\. ADKAR ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/01/ADKAR-framework.png) ADKAR focuses on **A**wareness, **D**esire, **K**nowledge, **A**bility, and **R**einforcement. It’s useful when rolling out new tools or processes. For example, if you’re introducing a new campaign management platform, start by making sure everyone understands why the old system isn’t working. Then, build desire by showing how the new one helps their day-to-day work, not just reporting. Training addresses knowledge, ongoing support builds ability, and regular check-ins reinforce the change over time. ### 2\. Kotter’s 8-step model ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/01/Kotter-s-8-steps.png) Kotter’s model is most helpful when you’re dealing with larger, more visible change, such as a full team restructure or a major shift in how marketing operates within the company. The biggest value here is that it forces you to think about sequencing, not just outcomes. As a CMO, this often means resisting the urge to jump straight to execution. Before announcing a new structure, for example, you need genuine alignment across your leadership team and managers. If they don’t understand the reasoning or can’t explain it clearly, the message will fracture as it moves through the organization. Kotter’s emphasis on short-term wins is also especially relevant in marketing. If you’re changing how teams work together, look for early signals that things are improving – such as faster approvals or clearer ownership – and call those out. Small proof points help people believe the change is worth the effort. ### 3\. Lewin’s change model ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/01/Lewin-s-change-model.png) Lewin’s model breaks change into three phases: unfreezing, changing, and refreezing. While it’s simple, it addresses one of the most common mistakes CMOs make: layering new ways of working on top of old ones. In practice, unfreezing means explicitly letting go of behaviors or processes that no longer serve the team. For example, if you’re introducing a new briefing process, you also need to clearly state that the old one is no longer being used. If that step is skipped, teams often end up maintaining both, which creates frustration and extra work. The refreezing stage is just as important. Once the change is in place, reinforce what “good” now looks like. Update documentation, adjust onboarding, and make sure managers are modeling the new behavior. Otherwise, people tend to drift back to familiar habits, especially under pressure. ### 4\. Agile change ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/01/Agile-change-model--1-.png) Agile change is often the most natural fit for marketing teams because it mirrors how they already work. Instead of treating change as a one-time rollout, it’s approached as a series of small experiments. For example, if you’re trying to improve collaboration between brand and performance teams, you might pilot a new planning cadence with one group rather than rolling it out across the entire department. You learn what works, adjust what doesn’t, and then expand gradually. This approach reduces risk and lowers resistance. People are more open to trying something new when it’s framed as a test rather than a permanent decision. Over time, these smaller changes add up to meaningful transformation without overwhelming the team. ## Metrics that show whether the change is actually working According to the CEB Corporate Leadership Council, [**51%** of managers and employees say leaders don’t outline clear success metrics for change](https://pwchangetoolkit.wordpress.com/wp-content/uploads/2021/05/ceb%5Fopen%5Fsource%5Fchange%5Ffull%5Fstudy-2-1.pdf). Without those signals, teams don’t know whether they’re on track or just busy. Focus on a small set of indicators: - Adoption rates, usage patterns, and confidence levels often tell you more than formal KPIs. - Short pulse surveys can help if you act on what you learn. - Operational signals like cycle times, error rates, or campaign throughput also offer insight into whether change is improving how work gets done. ## Navigating change when resources are limited Limited time, budget, and headcount are common constraints. ChangingPoint found that [**65%** of UK managers feel they lack the resources to manage change effectively](https://changing-point.com/emotional-intelligence-in-leadership-during-times-of-change-research/), while Capterra reports that [**83%** of employees experiencing change fatigue don’t feel adequately supported](https://www.capterra.com/resources/change-fatigue-in-the-workplace/). When resources are tight, prioritization matters more than ambition. Focus on changes that remove friction rather than layering on new complexity. Make sure that you also identify trusted team members who can act as informal champions and support others through the transition. Don’t forget, your biggest tool is to reuse what you already have. Plus, peer-led sessions, shared documentation, and recorded walkthroughs often feel more approachable than formal training programs. Above all, be *transparent* about constraints. People are generally more understanding when they know why support is limited and what you’re doing to address it. Again, keeping things from your employees can build resentment. If there’s no reason to hide things, then why would you? ## Following up after a change is implemented The work doesn’t stop once a change is officially live. In many cases, this is the point where things either settle into a new normal or quietly slip back to how they used to be. How you show up in the weeks that follow matters just as much as how you handle the rollout. Regular check-ins are one of the simplest and most effective tools you have. These don’t need to be formal or time-consuming. What matters is creating space for people to talk honestly about what’s working, what feels awkward, and what’s getting in the way. When feedback leads to visible adjustments, even small ones, it sends a clear signal that you’re paying attention and that the change isn’t just a passing initiative. It’s also important to deal with friction early. Minor issues have a way of becoming convenient excuses to fall back into old habits, especially when deadlines pile up. If a new process feels slower or a tool isn’t set up quite right, addressing that quickly helps maintain momentum and reinforces that the new way of working is the expected one. Also, recognition plays a bigger role here than many leaders realize. Adapting to change takes energy, and that effort isn’t always visible in metrics right away. Celebrating teams or individuals who are leaning into the change, experimenting, and staying open reinforces the behavior you want to see, even before results fully materialize. Finally, make a point of *closing the loop*. Revisit why the change was made in the first place and share what’s starting to improve, even if the picture isn’t complete yet. When people can connect their effort to real progress, they’re far more likely to stick with it and carry that mindset into the next change that inevitably comes along. ## Final thoughts As a CMO, you sit at the intersection of strategy and execution. Change management isn’t about perfect plans or dramatic announcements. Instead, it’s all about trust, clarity, and consistency over time. So, it’s important to involve people earlier, communicate clearly, measure what actually matters, and, whatever you do, *don’t* disappear once the change goes live! When teams feel supported before, during, and after change, they’re far more likely to move *with* you rather than push back. ### How to incorporate accessibility into brand visuals URL: https://www.cmoalliance.com/how-to-incorporate-accessibility-into-brand-visuals/ Last updated: 2026-01-19T12:00:55.000Z Is your brand’s visual identity excluding millions of customers? Visual impairments and disabilities are common globally, but low contrast colors, illegible fonts, cluttered interfaces, and other elements can make it challenging for affected individuals to use your content. It’s on us as marketers to build stronger [brand identities](https://www.cmoalliance.com/top-strategies-for-creating-a-standout-brand-in-2025/). Creating more accessible designs can help our brands appeal to a wider user base and foster a stronger sense of inclusivity. Keep reading to discover more about accessible design and how to incorporate it into your organization’s visual identity. ## What accessible brand visuals really mean Having accessible visuals is a crucial step toward achieving [true inclusivity](https://www.cmoalliance.com/6-diversity-and-inclusion-strategies-you-need-as-cmo/) in your branding because it enables all users to engage. Visual impairments include low vision, color blindness, and other disabilities. Globally, at least [2.2 billion people experience](https://www.who.int/news-room/fact-sheets/detail/blindness-and-visual-impairment) near or distance vision impairment. Color vision deficiency – also known as color blindness – [affects an estimated 300 million](https://www.colourblindawareness.org/colour-blindness/) people. Rather than treating [accessibility](https://www.cmoalliance.com/why-accessibility-should-be-central-to-your-go-to-market-strategy/) as an add-on, consider it from the start. Universal design (UD) is an approach to creating products, environments, and buildings that are inherently usable by everyone. When UD is followed, users shouldn’t need any extra modifications to engage with your content. According [to Google's Head of Brand Accessibility](https://business.google.com/in/think/future-of-marketing/inclusive-marketing-means-accessible-marketing/) KR Liu, > “Like other forms of inclusion, accessibility should be a constant commitment that’s embedded into every aspect of your brand campaigns – from conception to execution, and beyond.” Contrast, typography, imagery, layout, and data visualization can all contribute to UD. Marketers and designers should use these elements to appeal to and engage with the widest possible audience. ## Why visual accessibility is strategic for businesses Considering accessibility in designs and development often leads to [innovation that benefits a much broader](https://www.weforum.org/stories/2024/11/inclusive-accessible-product-design-disabilities) audience. Your content becomes more seamless and convenient for users to engage with. Likewise, products and services developed with accessibility as a core consideration can [reach four times as many customers](https://centreforinclusivedesign.org.au/blog/2020/03/31/report-research-reveals-inclusive-design-can-expand-customer-reach-fourfold/) as those that are not. A more inclusive approach can increase customer engagement and overall brand reputation, which marketing professionals can achieve by: - **Expanding market research:** Include real people with disabilities in your research and testing to gain quantitative and qualitative data about how accessible your visuals are. - **Enhancing brand perception:** When users with visual disabilities have a more positive experience interacting with you, you begin to strengthen your reputation as an ethical and inclusive company. - **Improving usability and SEO:** Providing alternative text (alt text) for images and maintaining a clear page layout can enhance the user experience for all users and [improve search rankings](https://www.cmoalliance.com/search-is-changing-google-ai-mode/). - **Complying with standards:** As anti-discrimination laws and accessibility regulations evolve, legal risks of digital discrimination may include lawsuits, government fines, or reputational damage. Achieving equitable visual design is an ongoing effort. It requires organizations to evaluate their visual identity, participate in further learning, and solicit feedback from various user audiences continuously. ## Guide to building an accessible visual identity So, how can you go about building a more accessible visual identity for your organization? Here are three steps to get you started. ### 1\. Start with company culture Accessibility must be embedded into your company’s culture. This could involve giving designers and marketers proper education on UD and accessibility standards, as well as leaders [hiring more diverse staff members](https://www.cmoalliance.com/7-diversity-recruiting-best-practices-for-cmos/). When accessibility is at the forefront of your team’s mind, they’ll create user-oriented solutions. Former CEO of Qantas [Alan Joyce followed this principle](https://focuscomms.com/insights/deloitte-the-diversity-and-inclusion-revolution-eight-powerful-truths/), stating, > “We have a very diverse environment and a very inclusive culture. \[Those characteristics\] got us through the tough times… \[D\]iversity generated a better strategy, better risk management, better debates, and better outcomes.” Creating an accessible brand requires a collaborative effort, which [75% of employees believe is essential](https://jobsblog.danaher.com/blog/in-demand-skills-to-learn/) in the workplace. Marketing, design, development, and legal teams should work together to research, plan, and test brand visuals. This approach can lead to a more accessible brand overall, not simply in one aspect of its practices. ### 2\. Gather insights from your audience Feedback is a powerful resource for shaping your visual identity. It is critical to test websites, products, and other offerings with individuals who have disabilities. Determining how people with visual impairments and other disabilities interact with your website can reveal what’s working and what needs improvement. There are plenty of organizations out there that can help you conduct real user testing, assistive technology testing, and accessibility audits to set you on the right path. When asked what design skill [she thinks is underrated](https://www.wix.com/studio/blog/google-annie-jean-baptiste), Director of Product Inclusion and Equity at Google, Annie Jean-Baptiste, answered, > “Empathy. In order to build for someone else, you must ask, ‘Who else?’ Who else needs to be in the room? Who else must be driving the work forward? Who is missing?” Your staff members may also have helpful insights, either based on their own experiences with visual disabilities, having family members with impairments or their technical knowledge of designing for accessibility. Welcoming more voices to the conversation can result in a broader array of perspectives, leading to more accessible solutions. ### 3\. Understand the elements of accessible visuals Many technical factors contribute to accessibility visual design, including: - **Color and contrast:** Color contrast refers to the difference in shade or brightness that makes objects distinguishable from one another. High contrast is easier for everyone to read, especially those with color vision deficiency or visual impairments. - **Typography:** Font style, size, and spacing all influence legibility. Accessible typography has distinct characters and good spacing. - **Imagery and alternative text:** Alt text briefly describes an image’s purpose and content. It’s primarily used by screen readers and search engines. - **Data visualization:** Data can be crucial for conveying information, so it must be presented clearly. When creating graphs and charts, designers should use labels, patterns, and clear structures – not simply color – for distinctions and categorization. ## See accessibility in action Microsoft is known for integrating accessibility into its core design philosophy. It implements UD with simple, clear software interfaces and customization possibilities, from [personalized](https://www.cmoalliance.com/the-importance-of-personalization-in-digital-marketing/) themes to integrations with external apps. The enterprise used accessibility checkers and tools during its product and design development processes, and it adheres to standards such as the Web Content Accessibility Guidelines. Such inclusivity stems from a focus on audience needs. Microsoft’s [Inclusive Lead Bryce Johnson shares](https://www.studioevery.com/perspectives/studio-every-conversations-bryce-johnson), > “I strive for compassion and altruism. I want to do the right thing, so I'm going to go out and listen to people, hear their stories, really understand their stories, and try not to internalize it.” While Microsoft is an example of success, other well-known brands have faced lawsuits over an inaccessible design. For instance, [Nike Inc. was sued in 2017](https://www.accessi.org/blog/famous-web-accessibility-lawsuits/#:~:text=Here%20are%20some%20companies%20that%20have%20been,mobile%20app%20was%20inaccessible%20to%20screen%2Dreading%20software.) because its website wasn’t compatible with screen readers, lacked alternative text for images, and had empty link text, among other concerns. These issues violated the Americans with Disabilities Act and some state laws. Ultimately, Nike Inc. was required to update its website and pay for compensation and legal fees, which could have been avoided if UD had been integrated from the start. ## Visual branding for everyone Accessible visuals aren’t just about ticking compliance boxes – they’re about making your brand work better for everyone. When accessibility is baked into your visuals from the start, it becomes a genuine strategic advantage. It takes collaboration, learning, and a willingness to evolve as standards and technology change. But by understanding universal design and staying current with accessibility guidelines, leaders, marketers, and designers can help build [brand experiences](https://www.cmoalliance.com/cmos-why-is-brand-experience-so-important-now/) that truly welcome everyone. ### Creative brief template for agencies, vendors, and freelancers URL: https://www.cmoalliance.com/creative-brief-template-for-agencies-vendors-and-freelancers-framework/ Last updated: 2026-01-19T12:00:51.000Z [Working with external partners](https://www.cmoalliance.com/making-your-agency-partnership-worth-it/) shouldn't feel like a game of broken telephone. Whether you're briefing an agency, a freelancer, or a vendor, a solid creative brief is what stands between "exactly what we needed" and "not quite what we had in mind." This template gives you a structured way to communicate your vision, set clear expectations, and get everyone aligned before work begins. ## What is a creative brief template? A creative brief template is a structured document that outlines everything an [external partner](https://www.cmoalliance.com/building-a-winning-marketing-team-in-house-marketing-teams-vs-outsourcing-to-an-agency/) needs to know to successfully execute a marketing project. It's essentially your project blueprint, covering the what, why, who, and how of the work you're commissioning. This template walks you through all the critical elements: project objectives, target audience, key messaging, deliverables, timelines, brand guidelines, and approval workflows. It's designed to eliminate ambiguity and ensure everyone's working from the same playbook. Instead of scattered emails and assumptions, you've got one comprehensive document that answers questions before they're even asked. ## Who’s it for? This template is for [marketing leaders](https://www.cmoalliance.com/the-art-and-science-of-marketing-leadership-a-story-of-growth-and-bravery/) and their teams who work with external creative partners – whether that's agencies, freelancers, vendors, or production companies. You'll find it especially useful if you're: - **Commissioning creative work regularly** and want to standardize how you brief projects across your organization - **Managing multiple stakeholders** and need a single source of truth that keeps everyone aligned - **Working with new partners** who don't yet know your brand, audience, or internal processes - **Experiencing revision fatigue** because briefs aren't clear enough the first time around - **Coordinating complex campaigns** with multiple deliverables, channels, and tight deadlines It's also valuable for anyone who needs to justify [creative decisions](https://www.cmoalliance.com/the-creative-leadership-framework-cmos-need-for-2026/) internally. A well-documented brief gives you something to point back to when questions arise about scope, messaging, or why certain choices were made. ## How to use the template Start by downloading the template and customizing it for your specific project. There’s no pressure to fill out every single section if it's not relevant – use what makes sense for your needs. - **Before you start writing:** Make sure you're clear on your project's goals and have buy-in from key stakeholders. The brief should reflect decisions you've already made, not be the place where you figure things out for the first time. - **Fill it out thoroughly:** The more detail you provide upfront, the fewer rounds of revisions you'll face later. Be specific about your target audience, articulate your core message clearly, and include concrete examples of the tone and style you're after. - **Include the right people:** List everyone who needs to be involved in the approval process and set realistic deadlines that account for feedback rounds. - **Share relevant background:** Help your partner understand the context. Why does this project matter now? What's worked or not worked in the past? What are competitors doing? This context helps them make smarter creative decisions. - **Be clear about constraints:** Don't save the fine print for later. If there are legal requirements, compliance checks, accessibility standards, or specific tools that must be used, call them out upfront. - **Use it as a living document:** The brief should be your shared reference point throughout the project. When questions come up or scope discussions happen, go back to the brief to keep everyone grounded in the original objectives. Once you've completed the brief, walk through it with your external partner before they start work. A quick alignment call can catch misunderstandings early and give them a chance to ask clarifying questions. Then, keep it handy throughout the project – it's your accountability tool for ensuring the final work delivers on what you originally set out to achieve. ## Grab your creative brief template ![Agency / vendor / freelancer brief template ](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/01/Creative-brief-temaplte-for-agencies-freelancers.png) [Agency \_ vendor \_ freelancer creative brief templateAgency \_ vendor \_ freelancer creative brief template.pdf118 KBdownload-circle](https://www.cmoalliance.com/content/files/2026/01/Agency-%5F-vendor-%5F-freelancer-creative-brief-template.pdf "Download") [Agency \_ vendor \_ freelancer creative brief templateAgency \_ vendor \_ freelancer creative brief template.docx2 MBdownload-circle](https://www.cmoalliance.com/content/files/2026/01/Agency-%5F-vendor-%5F-freelancer-creative-brief-template.docx "Download") [Agency / vendor / freelancer creative brief templateAgency / vendor / freelancer brief template Campaign name: \[Name of project\] Point of contact: \[Name of main internal POC\] Collaborators \[Anyone else involved: stakeholders, approvers\] Campaign brief date: MM/DD/YYYY Campaign delivery date: MM/DD/YYYY Campaign go-live date: MM…![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/kix-favicon-2023q4-19.ico)Google Docs![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AHkbwyJl50UrSi5-qRe-O5FDJMTpD5T-479H1orbPosN6YyJmRmIIgaNChRoRLDSz-C-SAQeCR2RLRxeIZvWDcZ8KWoV7lhl6YUYO-ApQg-Ca8m2YCHTP8HH-w1200-h630-p)](https://docs.google.com/document/d/1jUEXXbu2lsB93M3RHi77mbDk-95zHeMef6jv2fEdEJ0/edit?usp=sharing) _This post is for subscribers on the Exec+ membership tier only._ ### How I turned my bucket list into breakthrough marketing campaigns (and fueled 9-figure growth) URL: https://www.cmoalliance.com/how-i-turned-my-bucket-list-into-breakthrough-marketing-campaigns-and-fueled-9-figure-growth/ Last updated: 2026-01-19T15:14:39.000Z What do you want to do before you die? It's a question that stops most people in their tracks. Maybe you've thought about snorkeling the Great Barrier Reef or hiking the Great Wall of China. Perhaps you've got a mental list tucked away somewhere, filled with dreams you'll get to someday. But here's what I've learned: your bucket list isn't just about personal fulfillment. It can actually become the secret weapon in your marketing arsenal. I'm not talking about work-life balance. I'm talking about something far more powerful: living boldly and using your life experiences to fuel [campaigns that drive real business results](https://www.cmoalliance.com/balance-data-and-creativity-for-effective-marketing-campaigns/). Let me take you back to 2010, when this whole journey started for me. ## The Old Spice moment that changed everything I'd just landed an internship with Old Spice. They were launching their Fresh Collection deodorants, including one called Matterhorn. And get this – they sent me to Zermatt, Switzerland, for two weeks to do crazy stunts for their campaign. How did a college kid land this gig? Well, I'd been running a video production company with my brother since I was a kid. Plus, I was studying marketing, happened to be early on Twitter, and was passionate about snowboarding and brand storytelling. When all those things converged, magic happened. [![Photo of the author, Jonathan Ronzio, doing a jump on a snowboard in the Alps.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/01/data-src-image-8f461640-f804-4f2e-a4ad-c0da7064ee37.jpeg)](https://www.cmoalliance.com/how-i-turned-my-bucket-list-into-breakthrough-marketing-campaigns-and-fueled-9-figure-growth) Old Spice needed someone who could tell their brand story in a way that stood out, and I realized something crucial: I could get paid to do the things I loved while helping brands achieve their marketing objectives. That spark led me down a decade-long path of running an adventure media agency. Brands were literally paying me to go high-altitude mountaineering, trek through jungles, and race through obstacle courses. I was living the dream. Then in 2017, I made a pivot that probably seemed insane to everyone watching. ## From adventure filmmaker to B2B SaaS founder My brother Chris and I had always worked together on entrepreneurial ventures, but we'd been following separate paths for about six years. He'd built this beta product called Trainual – basically a combined wiki and LMS. It helps businesses document who does what and how, so they can scale without the chaos. The first time I actually tested it, I was climbing Denali in Alaska. I documented everything my adventure agency needed to run while I was completely off the grid on a glacier. When I came back and saw how smoothly everything had operated without me, I was hooked. But here's the thing – I wasn't ready to give up on adventures. Instead, I started thinking: how can I infuse the things I want to do in life with growing this business? How can my bucket list fuel our [marketing campaigns](https://www.cmoalliance.com/marketing-campaign-planning-template-framework/)? ## The bucket list that became our marketing playbook Here are some of the items that I had yet to check off my bucket list back in 2017: 🦈 Go on *Shark Tank* 🧑‍🎤 Collaborate with a music icon 🏀 Play basketball on an NBA court 🌎 Visit every continent 🏃 Run a marathon ✍️ Write a book Looking at that list, I started connecting dots. Which of these dreams could benefit our business? Which ones aligned with our audience, our message, our [brand story](https://www.cmoalliance.com/how-to-create-brand-narratives-that-resonate-with-your-audience-2/)? What followed were five campaigns that took us from 10 customers to **10,000**, built a team of over **160** people, and created some of the most memorable marketing moments in B2B SaaS. Let me walk you through each one. ## Campaign #1: "Go on *Shark Tank*" (without actually going on) *Shark Tank* was at its peak popularity in 2018\. We discovered something interesting while running our early Facebook ads – turns out, people who followed *Shark Tank* and the Sharks themselves were perfect prospects for Trainual. These were the entrepreneurs we wanted to reach. Our message was simple: "Every business needs a playbook." Not everyone can get on *Shark Tank* (spoiler: we didn’t). Not everyone can get a deal. But what if you could work with the same tools and strategies the Sharks give their portfolio companies? Here's how we made it happen. First, we hired Daymond John to speak at a virtual event during COVID when speaking rates had plummeted. That was the start of a great relationship. Six months later, he invested in our Series B. From there, [we recorded countless assets together](https://www.youtube.com/watch?v=MVy4NapweVE) and built multiple campaigns. To distribute these campaigns and assets, we looked at Daymond's speaking calendar and started strategically sponsoring events where he'd be presenting to our target audiences. He'd shout us out on stage and bring people to our booth. This became our training ground for event sales – now we have an entire team dedicated to it. The results? We cut our customer acquisition cost by **30–40%** on key channels. The brand awareness acceleration was massive. And while we never actually pitched on the show, Daymond eventually invited us to visit the set, walk the hallway, and meet all the Sharks. [![A group photo on the set of Shark Tank featuring Jonathan and Chris Ronzio posing withentrepreneurs posing with Daymond John, Barbara Corcoran, and Kevin O'Leary.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/01/data-src-image-74f88362-4ed3-4097-9f44-b9c7790e9e7e.png)](https://www.cmoalliance.com/how-i-turned-my-bucket-list-into-breakthrough-marketing-campaigns-and-fueled-9-figure-growth) Bucket list item: checked. Business impact: transformational. ### The insight Leveraging credibility and capturing a cultural moment is a [trust](https://www.cmoalliance.com/the-importance-of-trust-in-b2b-marketing/) accelerant. When you align your personal goals with what your audience already loves, magic happens. For expert insights like this straight to your inbox twice a month, sign up for Pro+ membership. You'll also get access to a range of certifications, a complimentary Summit ticket, 50+ tried-and-true templates, members-only workshops, and **much* more. So, what are you waiting for? [Fast-track your marketing career ](https://www.cmoalliance.com/pro-plus-membership/?utm%5Fsource=ghost&utm%5Fmedium=resources&utm%5Fcampaign=content) ## Campaign #2: Collaborating with Montell Jordan I've been a musician my whole life. I bought a guitar in sixth grade, learned all the Blink-182 songs, and played in punk bands. When I wrote "collaborate with a music icon" on my bucket list, I was probably thinking Travis Barker would drum on one of my songs, or I'd co-write with Matt Nathanson. I never imagined it would be R&B legend Montell Jordan. But think about it – "This Is How We Do It" was the perfect message for a company that helps businesses document their standard operating procedures. This is *literally* how you do it: write it down, scale it up. So, I found Montell on Cameo and booked a 10-minute call to pitch the idea. He loved it. (Funny story – Cameo cut us off right as we were exchanging contact info because they don't like off-platform deals. I had to quickly tweet at him to keep the conversation going.) We didn't just want to make a jingle; as a musician, I couldn't do that to myself. We wanted to create a legitimate remix that people would actually want to listen to at the gym. So, we rewrote "This Is How We Do It" to be about the entrepreneurial grind instead of Friday night parties. We shot a music video, created a whole series of commercials, and distributed them through Spotify and Def Jam's YouTube channels. Montell worked it into his live concerts. The Phoenix Suns even used it in their pregame warmups. The campaign generated **50 million** impressions, **500,000** streams, and a **60%** increase in traffic that led to **800** new accounts. ### The insight > Nostalgia reimagined + brand narrative = shareability When you take something people already love and give it a fresh spin that aligns with your message, you create content people actually want to engage with. ## Campaign #3: Playing basketball on an NBA court _This post is for paying subscribers only._ ### A guide to smarter marketing budget allocation URL: https://www.cmoalliance.com/a-guide-to-smarter-marketing-budget-allocation/ Last updated: 2026-01-15T13:00:27.000Z We have officially entered the age of the efficiency paradox. The era of cheap, abundant capital is over. CMOs face a dual mandate: deliver record-breaking yet durable growth for the CEO, while [defending every dollar of spend to a CFO](https://www.cmoalliance.com/how-marketing-and-finance-can-work-together-for-growth-video/) and Board who speaks an entirely different language of ROI, margin, and payback. Today’s business market is volatile, meaning the speed of change makes a “set-and-forget” annual marketing budget obsolete. What’s required instead is a more flexible mindset, one that shifts marketing away from being viewed as a cost center and toward being treated as a diversified investment portfolio that contributes directly to EBITDA and enterprise value. To navigate this paradox, CMOs must view their budgets, not as spend, but as a collection of investment assets aligned to a single company objective. In this article, we’ll explore the [brand versus performance](https://www.cmoalliance.com/brand-marketing-vs-performance-marketing/) balance, the 70/20/10 framework, and the operational rigor required to turn [marketing budgets](https://www.cmoalliance.com/where-are-marketing-budgets-being-spent/) into long-term enterprise value. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/01/David-Barder-headshot-1.png) ## **The brand vs. performance tension** One of the most common mistakes CMOs make is over-investing in short-term performance at the expense of long-term brand equity. [Research popularized by Binet and Field](https://business.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/lms-b2b-institute/pdf/LIN%5FB2B-Marketing-Report-Digital-v02.pdf) suggests a baseline split of roughly 60/40 between brand and performance, though the ideal mix varies by industry. Consumer brands may skew more heavily toward brand, while B2B organizations often operate closer to balance. Regardless of the ratio, brand remains a critical driver of enterprise value. Strong brand equity improves marketing efficiency across the funnel – increasing click-through rates, improving conversion, and lowering blended [CAC](https://www.cmoalliance.com/a-beginners-guide-to-customer-acquisition/). In this sense, brand acts as a CAC subsidy and should be treated as a financial lever, not a soft metric. Performance channels, however, have ceilings. Once in-market demand is captured, CAC rises and returns flatten. Rising costs alongside stagnant revenue signal a performance plateau. Brand investment builds out-of-market awareness, ensuring your company is top of mind when buyers re-enter the category. ## **Strategic alignment: Speaking the language of the board** One of the most common reasons marketing budgets are reduced or eliminated is simple: marketing is often communicated in tactical metrics instead of financial outcomes. This creates a translation gap in the boardroom, one that leaves marketing vulnerable. CMOs must reposition the marketing budget as an asset, not an expense. The conversation needs to shift from “What will this campaign cost?” to “What marketing assets are we building that increase enterprise value?” If a marketing leader cannot explain their budget in terms of EBITDA impact, margin contribution, or long-term value creation, the work is not finished. Successful board-level conversations are most productive when marketing leaders focus on how the budget aligns to corporate goals, growth, and enterprise value. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/01/Save-your-career-.png) Key principles for board-level alignment include: - **Shift the mindset**: Move discussions from cost and expense to capital allocation. - **Focus on the balance sheet**: Frame brand investment as an intangible asset that drives pricing power, margin expansion, and durability. - **Lead with finance**: Explain marketing decisions in the language of EBITDA, enterprise value, and unit economics, not channels and tactics. ## **Budget sizing: Context over percentages** Rather than anchoring on arbitrary benchmarks, marketing budgets must be contextualized within the company’s lifecycle and strategic priorities. In high-growth phases, the business may accept higher CAC and lower short-term profitability in exchange for speed and scale. In more mature or efficiency-driven phases, LTV expansion and margin improvement become the priority. When competition intensifies, brand investment becomes a defensive moat to protect market share and pricing power. While benchmarks can be helpful, context matters more: ### **Average companies: 7.7%–9.1% of revenue** This range typically reflects companies operating in relative stable markets with modest growth, with a balance between efficiency and expansion. Companies in this range often have established channels, predictable unit economics, and at times, limited appetite for aggressive experimentation. ### **Hyper-growth: 15%–21% of revenue** This allocation is common in companies that are prioritize rapid market growth or capture, category expansion, or geographic expansion. This allocation should not be considered “inefficient marketing”, but a deliberate capital deployment for long term growth objectives and enterprise value. ### **Low-margin or defense mode: 2%–4% of revenue** This range is very common in companies that operate under margin pressure, increased competition, or economic or market uncertainty. Speculative and expansionary spend is minimized, while brand investment is often focused as defensive rather than a growth lever. ## **Unit economics: Tying every dollar to value creation** If the company spends $1 on marketing, what is the return, and how quickly? Boards ultimately think in unit economics. While not every organization operates on a pure SaaS model, marketing payback period is widely accepted as a universal metric. From a unit economics perspective, a useful benchmark for boards is a 1.0 marketing efficiency ratio, where new revenue generated in a given period equals to the prior quarter’s marketing investments. This would signal that marketing capital is being used efficiently back into the business. In a B2B environment, a CAC payback period of 12 to 19 months is generally considered healthy and reflects a balanced trade-off between growth and capital discipline. Counterintuitively, a payback period of under six months often indicates underinvestment rather than efficiency. This can be a sign that the company may be overserving existing demand, missing opportunities to capture additional market share, and constraining long-term growth by prioritizing short term results. An increasingly important metric for CMOs is incremental margin contribution, demonstrating how marketing enables revenue growth more efficiently than adding sales headcount, improving overall margins. When CMOs understand and articulate unit economics, ROI conversations with the board become materially more productive. ## **The 70/20/10 framework: Balancing risk and reward** ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/01/70_20_10.png) ### **70%: Core performance – The revenue engine** This is the foundation of the budget: proven, predictable channels that consistently generate ROI. The focus here is efficiency, conversion, and retention. Common examples include SEO, SEM, email, CRM, and established lead-generation tactics. These channels require optimization, not reinvention. The goal is to extract maximum margin from every dollar and use that efficiency to fund growth and experimentation elsewhere. ### **20%: High-potential growth – Scaled experiments** This is an offensive spend. These initiatives have shown early signs of success but require additional capital to prove scalability. Examples include emerging social platforms, influencer programs, new geographies, or mid-funnel initiatives. This is where growth lives, but only when tested with rigor and clear performance thresholds. ### **10%: R&D sandbox – Future growth bets** This portion of the budget is intentionally speculative and often the first to be cut, yet it is critical for long-term resilience. It funds high-risk, high-reward initiatives such as partnerships, emerging platforms, or early-stage technologies. Failure should be expected. This spend must be positioned internally and with finance as Research & Development, not discretionary experimentation. Psychological safety is essential. Teams need to know that failure in this bucket is not only acceptable, but expected. ## **Keeping the budget agile: Rolling forecasts and kill switches** While strategy should remain stable, execution must be flexible. CMOs should reassess marketing spend and ROI on a quarterly basis rather than locking budgets annually. This governance model allows for rapid reallocation, protecting the core 70% during downturns or increasing experimental spend when capital or opportunity arises. Every initiative within the 20% and 10% must have pre-defined KPIs that determine when it should be accelerated or shut down. Capital should never sit idle. Underperforming initiatives must be quickly redeployed into proven channels. This operational rigor creates a culture of honesty, speed, and accountability, one where teams are incentivized to surface truth, not defend sunk costs. ## **Finding your North Star** The final step in building a credible and defensible marketing budget is aligning it to one primary company objective, the North Star. Boards do not expect marketing to optimize for multiple, competing outcomes at once. They expect focus, intentional trade-offs, and clarity. Whether the organization is prioritizing profitability, growth, market leadership, or capital efficiency, the marketing budget must be explicitly designed to serve that single objective. This alignment builds trust between the CMO, CFO, and board, and elevates marketing from discretionary spend to strategic lever. Every line item in the budget should clearly ladder up to the North Star. If a tactic cannot be articulated in terms of how it advances the company’s primary objective, it becomes a vanity initiative and will not withstand scrutiny. When the North Star is clear, the 70/20/10 framework becomes a unified portfolio rather than a collection of disconnected bets. The 70% supports the core objective, the 20% accelerates it, and the 10% explores future pathways that may serve the same goal over time. ## **The CMO as portfolio manager** The optimal marketing budget is neither purely analytical nor purely visionary. It is a disciplined blend of both. Modern CMOs must act as portfolio managers – balancing proven performance with calculated experimentation. Those who succeed will earn their seat at the boardroom table by becoming the most financially fluent, data-driven leaders in the room. The future of marketing belongs to CMOs who treat budgets not as spend, but as capital. ### What social platforms really reward in 2026: How brands stay visible in people-led feeds URL: https://www.cmoalliance.com/signals-social-platforms-are-sending/ Last updated: 2026-01-20T11:28:33.000Z ### Join this free session to understand how today’s social platforms evaluate content, creators, and brand accounts. Social platforms are sending clearer signals than ever, but many brands are still trying to show up the same way they always have. Video-first feeds, people-led content, and individual voices are reshaping what earns attention. And for social teams, that shift has made organic performance feel harder to predict and harder to explain. Brand accounts aren’t disappearing. But their role is changing. Join us for a free live session designed for social and marketing teams who want to understand what’s actually working on social today, and how to adapt without chasing every trend. Walk away having learned how video, people-led content, and brand pages work together to break through on social, with practical insights from what social media managers are seeing firsthand. ### **Why attend…** - Organic social feels less predictable? Learn how to interpret platform signals and focus on what platforms consistently reward. - Video feels important, but hard to prioritize? Discover how to use video more intentionally, not just more frequently. - Brand posts underperforming compared to individual voices? See how brand pages can stay visible without competing for attention. - Leadership expectations don’t match platform reality? Get clearer strategy language to reset expectations internally. ### **What you’ll gain…** 👉 **Real-world insights:** How video-first formats and people-led content are shaping what breaks through on social platforms today. 👉 **Actionable strategies:** Practical guidance on balancing brand presence with employee and creator voices while staying relevant and effective. 👉 **Strategic focus:** Clear direction on which formats and behaviors to prioritize, where to stop over-optimizing, and how to build a sustainable social strategy. ### **This webinar is for:** - Social media managers navigating shifting platform expectations - Content and brand marketers adapting to video-first, people-led feeds - Marketing leaders aligning strategy with real platform performance - Teams tired of chasing trends and looking for clarity ### **Meet the speakers:** **Eva (Evik) Tranová - Bilingual Social Media Manager** Eva (or Evik) Tranová is a passionate social media manager at **Agorapulse**, overseeing both French and global social media accounts since June 2024\. With a solid foundation in a tech startup and experience as a Digital Account Manager at a London-based communications agency, she has a proven track record in developing effective social media strategies for B2B and B2C sectors. **Alice Joynt - Head of Social Media, The Alliance** As Head of Social Media at **The Alliance**, Alice Joynt leads the strategy across a portfolio of dynamic, fast-growing communities, bringing order to chaos with smart workflows and scroll-stopping content. She blends sharp strategic thinking with hands-on execution, all while riding the ever-changing waves of social media platforms. ### Why measuring marketing ROI is still so hard (and what actually works) URL: https://www.cmoalliance.com/why-measuring-marketing-roi-is-still-so-hard-and-what-actually-works/ Last updated: 2026-01-12T12:00:08.000Z Every marketing leader has had to justify quarterly or annual spend. And sometimes your answer, no matter how data-backed, doesn’t quite land. You’re not alone. Difficulty measuring ROI is one of [the top barriers marketing leaders face right now](https://www.cmoalliance.com/the-challenges-leading-marketing-teams/), cited by **40.2%** of respondents in the [*Future of Marketing 2025* ](https://www.cmoalliance.com/future-of-marketing-2025-report/)report. That comes as no surprise when the pressure to prove value has never been higher, yet the systems meant to support that work often fall short. This tension sits at the center of [modern marketing leadership](https://www.cmoalliance.com/2026-projections-three-forces-that-will-reshape-every-cmos-playbook/): being asked to prove impact with confidence, while operating in systems that might not have been designed for the complexity of today’s channels, journeys, and constraints. This article looks at a few critical things marketing leaders must consider when measuring and presenting ROI: - Why ROI measurement keeps breaking down despite better tools - What teams are actually measuring today and the trade-offs they're making - What realistic measurement looks like when you're working with real constraints and stretched resources ## **The ROI problem marketing leaders are actually facing** > *“Most marketing teams are stuck between proving ROI yesterday and building a long-term brand tomorrow. The challenge? Leading both without burning out.” - Katherine Lehman (*Fractional CMO at ReturnBear & Founder at KT Creativity*)* According to our report, nearly half of marketers cite difficulty measuring ROI as one of their biggest barriers. That sits right next to staffing limitations at **41.5%**. These two challenges aren't separate. When your team is stretched thin, *and* **25.9%** are dealing with burnout, measurement quality suffers. You don't have time to build better systems. Instead, it might feel like you're just trying to get the reports out. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/01/data-src-image-55453805-c374-41d0-8e10-d35a659cd5f2.png) Leadership expects clear ROI measurement. It's not enough to say "engagement is up" or "the campaign performed well." They want to know what you got for that spend and where to invest next. Now, when we look at the other challenges listed in our report, we can assume teams are struggling with *structural* problems: limited resources, unclear data, and constantly evolving markets and trends. The systems many teams use weren't built for the complexity of modern marketing. And fixing those systems takes time and money, which most teams don't have. In that context, ROI measurement stops being just about the numbers and starts being about credibility. When you can't clearly show impact, it's harder to defend your budget, get buy-in for new initiatives, or make the case for resources your team needs. ## **What marketers measure today (and why)** Given the pressure to prove ROI and the constraints teams are working under, what are marketers actually measuring? The data shows a clear pattern. Leads generated (**63.4%**) and conversion rates (**62.2%**) top the list. These metrics are straightforward to track, easy to communicate to stakeholders, and closely tied to campaign objectives. This makes sense given that **73.4%** of respondents work in [B2B marketing](https://www.cmoalliance.com/tag/b2b-marketing/), where [lead generation](https://www.cmoalliance.com/what-is-lead-generation-in-marketing-a-guide/) is often the primary focus. Revenue generated comes in at **46.3%**, followed by customer acquisition cost at **41.5%**. These tie marketing performance directly to business outcomes, which matters when you're defending budget allocations or making the case for more resources. What's notably absent? Brand lift sits at just **11%**. That's a tenth of what leads and conversions get. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/01/data-src-image-6310660f-0ff9-46ce-b3da-f261156e8ee5.png) This isn't because marketers don't think brand matters. It's because teams choose metrics that are defensible, repeatable, and understood by leadership. Brand lift is harder to measure, report consistently, and tie directly to quarterly performance reviews. When you prioritize metrics that are easier to track and communicate, you end up focusing on near-term, activity-linked indicators. The report notes that teams are measuring what's easiest to report and defend, not necessarily what captures the full picture of marketing's impact, especially across longer buying cycles or brand-building work. This shapes behavior. If your metrics are weighted toward leads and conversions, that's where your team's energy goes. If brand lift isn't measured, it doesn't get the same attention or investment, even when it might be what drives results six months from now. ## **Why attribution keeps breaking down** If measurement is hard, [attribution is where it really falls apart](https://www.cmoalliance.com/rethinking-attribution-how-to-prove-marketing-roi-video/). Most marketers (**36.1%**) rely on first-touch attribution models, while **31.2%** use last-touch. These simplified, single-point models dominate despite everyone knowing they don't reflect [how buyers actually move through a journey](https://www.cmoalliance.com/hybrid-attribution-model-to-understand-buyer-behavior/), especially in B2B or longer sales cycles. Why? Because they're easier to implement and easier to explain. First-touch works for teams focused on acquisition, tying value to that initial interaction. Last-touch appeals to performance-driven teams looking to credit the final conversion trigger. However, let’s focus on the very real operational blockers to paint a clearer picture of why attribution overall proves challenging: ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/01/data-src-image-4677b66e-4a07-4e45-9416-6e1de4504973.png) → Data integration across channels affects **61%** of teams. → Accurate data collection is a challenge for **53.7%**. When your touchpoints are scattered across platforms that don't talk to each other, you can't connect the dots between channels, campaigns, and conversions. But that's the reality most teams are operating in. Attribution isn't a precision tool but a directional signal used to inform decisions, not claim exact causality. And **41.5%** of teams say they lack the in-house knowledge and expertise to do even that well. **Rebecca Fowkes, Marketing Director at VenturEd Solutions UK**, describes the challenge: "Marketing attribution is getting more complex than ever. With customers more mature in their product understanding and research, we experience many more touchpoints than before. With so many data points in the customer journey, UTM tracking just won't cut it for measurement and attribution." ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/01/data-src-image-e4337a27-91c1-40f3-85e1-7709fbfae400.png) Equally challenging (as the report notes) is that privacy and compliance concerns make tracking even harder. This ties directly to earlier findings where **72%** of marketers said data quality and integration were the biggest blockers to [personalization](https://www.cmoalliance.com/tag/personalization/). **Chetan Baregar, Senior Director of Marketing at Recykal.com**, gets at what this looks like in practice: *"In B2B, attribution is no longer a clean science. Dark social like WhatsApp forwards, internal Slack convos, and LinkedIn DMs are where product recommendations really happen, but they leave no trace in analytics. To get closer to the truth, we're layering CRM data with last-touch attribution, self-reported sources, and direct intel from sales. It's not perfect, but it's a much more honest view of today's B2B journey."* ## **Budgets, channels, and the illusion of high ROI** Where marketing dollars go and which channels are perceived as delivering the best ROI tells you a lot about how measurement shapes investment decisions. Paid advertising gets the largest budget share at **40.3%**, followed by events at **30.6%**. Meanwhile, over half of respondents (**53.8%**) expect budgets to grow, while **13.7%** anticipate reductions. That creates pressure: more scrutiny over where money goes, alongside rising expectations to demonstrate impact. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/01/data-src-image-4b8e4e6d-fec1-4e70-976f-5f0532d4bc21.png) When marketers talk about ROI, they’re often talking about different things. On the content side, webinars (**52%**) and blog posts (**45.3%**) are seen as delivering the strongest returns, balancing lead capture with long-term discoverability. On the channel side, paid search (**53%**) and SEO (**42.3%**) lead, driven by clearer attribution and higher-intent traffic. But here's where it gets interesting. Rising costs and volatility complicate how confidently you can read these numbers. The report shows that **59.2%** of marketers cite rising ad costs as their biggest challenge in performance marketing, and **51%** point to changes in platform algorithms. Add in the fact that **42.9%** say privacy regulations make it difficult to track ROI, and you start to see the problem. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/01/data-src-image-ecc27d0a-6ee5-49f1-8b30-4d6e20859b7c.png) Channels with clearer attribution often appear more successful, regardless of their actual contribution across the funnel. Measurability drives perceived ROI. If you can track it easily, it looks like it's working. If tracking is murky—like with brand-building work or upper-funnel content—it's harder to make the case that it's delivering value. This is what **Jelle Boeser from Royal Canin** means when he says: "It's easy to measure the 40\. That's why it gets the budget. But the 60 (the long-term brand building) only shows up in modeling and market share. If you don't protect it, you'll feel it a year too late." The channels that are easiest to measure get the investment. The ones that are harder to track, but might be driving longer-term impact, struggle to justify their budget. ## **What pragmatic ROI measurement looks like in practice** So what do you actually do when you're working with imperfect systems, limited resources, and pressure to show results? The answer isn't building a perfect measurement framework. Instead, it’s about starting with a small, defensible core set of metrics, not everything at once. Just the handful of metrics that leadership understands, that you can track consistently, and that tie to business outcomes. For most teams, that's leads, conversion rates, revenue, and CAC. It also means consciously choosing simplified attribution models. First-touch and last-touch aren't perfect, but they're usable and consistent. As **Katherine Lehman, Fractional CMO at ReturnBear**, puts it: "Perfect attribution is a myth. Smart marketers triangulate insights from multiple sources, then use story and signal to drive decisions." Consistency matters more than complexity. If your definitions shift every quarter, if your reporting cadence is irregular, if stakeholders don't trust the numbers because they keep changing… none of it works. The report makes clear that integration and data quality are bigger problems than analytical sophistication. Qualitative inputs matter, too. Sales insight, customer feedback, and context help fill in the gaps that data can't capture. This is especially true in B2B, where dark social, like WhatsApp forwards, Slack conversations, and LinkedIn DMs, influences decisions but leaves no trace in your analytics. As measurement becomes more embedded in day-to-day decisions, it doesn’t just influence what gets reported; it shapes what gets prioritised, funded, and created in the first place. As **Alberto Gerin, CMO at Modefinance**, shares: “As marketing gets more granular, so must our measurement… Data and attribution are no longer just for proving past performance; they are now strategic inputs into business decisions… The core remains unchanged: creativity must be guided by intelligence.” ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/01/data-src-image-27c35031-8a5c-43b4-940c-90fb3829bc3d.png) The goal, however, isn't perfection. It's credibility. You're building a system that supports decisions, communicates clearly, and holds up when leadership asks where the money went and what came back. ## **To wrap up** Here's what we've covered: **40.2%** of marketers struggle with measuring ROI, making it a structural challenge tied directly to staffing constraints and burnout. The metrics teams choose (leads, conversions, revenue, CAC) reflect what's defensible and repeatable, not necessarily what captures the full picture. Brand lift sits at just **11%** because it's harder to measure and communicate. Attribution keeps breaking down because of operational problems. Data integration affects **61%** of teams, and simplified models dominate because they're usable. Attribution works as a directional signal, not a precision tool, and measurability often drives perceived ROI. Channels that are easier to track get the credit and the budget, even when other work might be driving longer-term impact. Good ROI measurement supports decisions, not perfection. Transparency is a leadership strength. When you're clear about what you can and can't measure, when you explain the trade-offs you're making, when you use measurement as a communication tool and not just an analytical exercise, trust gets built. The marketers who navigate this well are the ones who are honest about constraints, consistent in how they measure, and clear about what the numbers actually mean. This holds up in budget conversations, earns credibility with leadership, and lets you keep doing the work that matters, even when you can't measure every piece of it perfectly. ### People first, AI forward: What we learned in 2025 and where we're headed in 2026 URL: https://www.cmoalliance.com/people-first-ai-forward-where-were-headed-in-2026/ Last updated: 2026-01-08T12:00:11.000Z 2025 was the year AI moved from experiment to reality. Teams built AI teammates, buyer behavior shifted with [AI search](https://www.cmoalliance.com/how-ai-is-reshaping-search-in-2025/), and the teams that pushed past "faster" into "different" proved what's possible when you put people first and move forward with AI. Most companies are still stuck on "faster." And focusing on productivity alone is a trap. Now we're heading into 2026\. More companies will pile in. AI capabilities will keep advancing. The messy middle is coming. But we have proof now. We proved it together in 2025\. Now we scale it together in 2026. [![AI in Go-to-Market: 2025 lessons & 2026 priorities. 2025: Teams built AI teammates; 19x customer GPT usage; AI search changed buyer behavior; value shifted from "faster" to different. Where to focus in 2026:reimagine workflows around the customer; prepare for AI that acts, not just answers; scale the human + AI hybrid model](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/01/What-we-learned-in-2025-and-where-to-focus-in-2026.png)](https://www.cmoalliance.com/people-first-ai-forward-where-were-headed-in-2026) AI in Go-to-Market: 2025 lessons & 2026 priorities. **What 2025 proved:** - **People built AI teammates:** [Custom GPT usage increased **19x** last year](https://openai.com/index/the-state-of-enterprise-ai-2025-report/) - **AI search changed buyer behavior:** AI now forms opinions about your brand before humans do - **Results moved from faster to better to different:** Speed was the start, but reimagined work is where humans become essential **Where 2026 is headed:** - Reimagine workflows around the customer, not your org chart - Prepare for AI that acts, not just answers - Scale the human + AI model, from pockets of success to how the whole org operates We don't have to figure this out alone. The trailblazers are reaching back to help. A rising tide lifts all boats. ## AI video explainer and AI podcast versions of this article To support different learning styles, this article is available as a [7-min AI video explainer](https://drive.google.com/file/d/1NmNk35xG9yE0msbsMOXWk0TzfagWhjCc/view?usp=share%5Flink) (see below) and a [12-min AI podcast](https://drive.google.com/file/d/1Rhj0Euzh4mevfajyxmdRyJT8qQM-uKIU/view?usp=share%5Flink) with two AI hosts*.* If you haven't seen these AIs in action, they're worth a view. The tech is advancing in amazing ways.I used Google's NotebookLM to create these and personally reviewed them for accuracy and responsible AI use. 0:00 /7:11 1× 7-minute AI video explainer ## What 2025 proved ### 1\. People started building AI teammates People moved from chatting with AI to building AI teammates trained on their own knowledge, guidelines, and how they work. The data confirms what I've been seeing. OpenAI's [State of Enterprise AI report](https://cdn.openai.com/pdf/7ef17d82-96bf-4dd1-9df2-228f7f377a29/the-state-of-enterprise-ai%5F2025-report.pdf) shows custom GPT usage increased **19x** this year. Top-performing companies send 7x more messages to custom GPTs than average companies. [Moderna went from 750 custom GPTs in April 2024 to **over 3,000** a year later](https://www.wsj.com/articles/at-moderna-openais-gpts-are-changing-almost-everything-6ff4c4a5). Here's what a human + AI team could look like: [![Org chart showing a marketing team with human and AI teammates.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/01/data-src-image-00f49f61-ad0e-4d08-9099-034673fbd0a8.png)](https://www.cmoalliance.com/people-first-ai-forward-where-were-headed-in-2026) GTM evolution: Org charts to work charts Across teams I worked with, the pattern was the same. Digital twins of their thinking and voice. Specialized AI teammates for positioning, content, competitive intel, and sales enablement. Some went further, building "[thinking systems](https://www.linkedin.com/pulse/your-strategy-doc-just-became-living-ai-sales-coach-liza-adams-lbzzc)" where AI teammates work together while you observe and learn.[ ](https://www.linkedin.com/pulse/your-strategy-doc-just-became-living-ai-sales-coach-liza-adams-lbzzc)Others "vibe coded" AI apps in minutes by simply using plain English. [Here's how](https://www.linkedin.com/pulse/dont-sit-idea-build-ai-liza-adams-lhfbc), with some examples, including ROI calculators, choose-you-own-adventure dashboards, and interactive enablement games. 💡 ****Where to start:** Build one AI teammate for a task you repeat often. Give it your context, your examples, your standards for good work. Use it for two weeks. Then notice whether it feels like a tool you use or a teammate you work with. ### 2\. AI search changed buyer behavior AI now answers buyer questions directly, often without sending them to your website. Buyers get recommendations, comparisons, and opinions about your brand before they ever talk to your sales rep. And these buyers convert. A [SEMrush study](https://www.semrush.com/blog/ai-search-seo-traffic-study/) found AI search visitors convert at **4.4x** the rate of regular organic traffic. They've already compared options. They arrive ready to act. The insight that changed how I think about this; AI forms opinions about your brand before humans do. **GTM teams need to think about:** - **Visibility** (does AI know you exist?) - **Sentiment** (how does AI describe you?) - **Recommendation** (does AI choose you for the right situations?) As [Wil Reynolds](https://www.linkedin.com/in/wilreynolds/), VP of Innovation at Seer Interactive, simply put it during October's Marketing AI Conference in Cleveland: > "We need to be seen, believed, and chosen in AI search." If AI struggles to understand what you do and who you're best for, human buyers face the same problem. Worse yet, AI can draw its own conclusions. 💡 ****Where to start:** Ask AI about your category. See how you're described, whether you're mentioned, and what AI recommends for different use cases. The gaps will be obvious. ### 3\. Results moved from faster to better to different Speed came first. Then quality. But the third wave is where the real opportunity lives: doing work that wasn't possible before. [![Infographic titled GTM AI use cases: Three different approaches. The three approaches are speed (do it faster – auto-generate email sequences, call summary generation, and automated response templates), quality (do it better – deal risk assessment, customer health prediction, and persona-based message testing) and new ways (do it differently – cross-functional AI teammates, real-time customer journey orchestration, and predictive market intelligence).](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/01/data-src-image-428fc6f5-ea16-4378-9d09-a3845d979ded.jpeg)](https://www.cmoalliance.com/people-first-ai-forward-where-were-headed-in-2026) GTM AI use cases: Three different approaches Based on my work with GTM teams, here's roughly how AI use breaks down: - 80–85% focuses on speed: "Do this task faster" - 10–15% focuses on quality: "Do this task better" - 3–5% focuses on innovation: "Do it differently" The risk is stopping at speed. One team that pushed through all three saw **75%** faster content creation, **98%** lead qualification accuracy, and **35%** improved campaign performance. If we only teach AI to do our jobs faster, we risk becoming unnecessary. AI is cheaper, doesn't sleep, and doesn't make typos. But when we push into quality and innovation, *we* become essential. Reimagined work requires [human judgment, creativity](https://www.cmoalliance.com/why-ai-cant-replace-human-creativity/), relationships, and strategic thinking. AI enables it. Humans drive it. The question for 2026: different for what purpose? The answer is **the customer**. 💡 ****Where to start:** Look at your team's biggest recurring workflow. Ask, how could AI make this faster? Then, if we designed this from scratch today, what would we build instead? The gap between those answers shows your opportunity. ## Where to focus in 2026 The teams that succeeded in 2025 proved the model works. Now the question is, how do we scale it, and toward what end? Let’s explore three priorities we should be focusing on. ### 1\. Reimagine workflows around the customer Your customers don't care about your org chart. They see your company as one entity. They expect the same experience no matter which team they're talking to. AI is forcing this into the open. When data flows across systems and AI can see the entire customer journey, the gaps between product, marketing, sales, and customer success become visible.[ ](https://www.linkedin.com/pulse/ai-force-marketing-sales-alignment-revenue-gap-you-cant-liza-adams-0fs6c)The cost of slow handoffs [shows up in dollars](https://www.linkedin.com/pulse/ai-force-marketing-sales-alignment-revenue-gap-you-cant-liza-adams-0fs6c). Misaligned goals become impossible to ignore. [McKinsey's 2025 State of AI report](https://www.mckinsey.com/~/media/mckinsey/business%20functions/quantumblack/our%20insights/the%20state%20of%20ai/2025/the-state-of-ai-how-organizations-are-rewiring-to-capture-value%5Ffinal.pdf) confirms this. Workflow redesign drives the biggest impact from gen AI. Yet only **21%** of organizations have redesigned their workflows. Most are still bolting AI onto existing processes. G2 just made a structural move that signals where this is heading. They created their first-ever President of Go-to-Market role, consolidating teams under one leader. Their CEO,[ Godard Abel](https://www.linkedin.com/in/godardabel/), explained why: > "The way software buyers make decisions is transforming fast, with AI reshaping how they research and purchase. To meet this new norm and help our customers succeed, we're leaning into tighter alignment between marketing and revenue." Here's a real-life workflow example of what this looks like. One team redesigned their SDR workflow with AI teammates at each step. Instead of generic sequences, each prospect gets messages tailored to their role, company, and industry. [![Workflow with AI steps. This workflow consists of 12 elements (TAL creation, SDR review of segments, intel gathering, outbound intel engine GPT, persona matching GPT, SDR review and validation, enable content writer GPT, enable content review GPT, SDR review and edit content, official content is generated, outreach upload, SDR review and action) across six layers.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/01/data-src-image-b59d674a-0d0c-4847-a4a1-edc1fdc6a0f9.png)](https://www.cmoalliance.com/people-first-ai-forward-where-were-headed-in-2026) Workflow with AI teammates **Early results from this workflow:** - **1–3 hours** saved per day per rep - **2–3x** improvement in open rates (from 15% to 40%) - **100+ hours** saved per week across the team If you’re looking to adopt this approach, avoid the trap of automating old processes, especially broken ones. When we automate broken workflows, AI amplifies what's broken. The goal is reimagining work, not just speeding it up. 💡 ****Where to start:** Find your biggest customer experience gap that sits between two teams. Map what the customer actually experiences versus what each team thinks they deliver. That gap is your 2026 opportunity. ### 2\. Prepare for AI that acts, not just answers In 2025, AI search changed how buyers research. In 2026, AI will start acting on their behalf. The term "agent" is everywhere right now, which makes it virtually meaningless. Here's what actually matters: AI is moving from answering to acting autonomously. **Here’s a simple way to think about it:** - **Automation:** You design the steps. AI runs them. - **Agents:** You describe what you want. AI figures out how. Today's AI can plan, execute, and analyze on its own. Think deep research, computer use, ChatGPT's agent mode. You don't tell it which websites to visit or how to pull findings together. It figures that out. It doesn't yet set its own goals or learn across tasks, but we can see that's where we're headed. I tested this using ChatGPT's Agent Mode [as a mystery shopper](https://www.linkedin.com/pulse/ai-agent-mystery-shopping-walk-your-customers-buying-process-adams-jzimc). I asked it to research and compare project management tools. The AI didn't just gather information. It browsed websites, formed preferences, created ratings, made recommendations, and tried to start the webinar sign-up process. See the results below. [![Image titled "AI Agent Mystery Shopping Results" comparing three work management platforms: Monday.com, Asana, and Smartsheet. It shows each platform's monthly price and key strengths and gives each a rating out of five. A bar across the bottom reads "AI recommendation: Monday.com offers the best balance of features, pricing, and ease of use for a 12-person marketing team."](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/01/data-src-image-c55f814d-7354-42df-bc1b-d0af6efdf9d9.png)](https://www.cmoalliance.com/people-first-ai-forward-where-were-headed-in-2026) AI Agent Mystery Shopping Results Additionally, it evaluated the experience with the various websites – how easy it was to find information, where it was getting stuck, and what actions it wasn't able to complete. This matters for two reasons: - **Your customers will use agents:** AI will research, compare, shortlist, and start buying on their behalf. Your website needs to cater to both humans and the agents that help the humans. We need to make sure that both can get to what they need and do what they need to do easily. - **Your team will use agents:** AI teammates will coordinate work across platforms and systems. The workflows you design today need to account for AI that acts, not just helps. When AI acts on its own, human judgment matters more, not less. Your ability to guide AI, set guardrails, ask the right questions, and know when to step in becomes essential. This is why critical thinking and [responsible AI](https://www.cmoalliance.com/navigating-the-pitfalls-of-generative-ai-and-its-responsible-use-in-marketing/) practices aren't nice-to-haves. They're how you stay in control. 💡 ****Where to start:** Run your own AI agent mystery shopping test. See how AI researches your category, what it recommends, where it tries to take action, and where it gets stuck. Then ask, are we ready for buyers who let AI do the work? ### 3\. Scale the hybrid human + AI model. The trailblazers have proven that humans and AI work well together. Now the challenge is scaling across the organization. The trailblazers were self-motivated, curious, and willing to push through friction. You can't expect the whole org to have that same drive. And let's be honest about the human side. The fear is real. "If AI can do parts of my job, what happens to me?" That question deserves an honest answer. [Compassionate leadership](https://www.cmoalliance.com/the-power-of-empathetic-leadership-of-a-brand/) means this: you have a responsibility to upskill and reskill your employees. Not because it's nice, but because it's your job. You hired them when they had the skills your business needed. The needs changed. Your job is to give them skills to compete now. This makes business sense. Upskilling people who know your culture costs less than hiring new talent. And AI skills are an investment in their careers, not just your company. Real investment is people first, AI forward. Understand their concerns. Inspire them with what's possible. Give them hands-on training and space to learn with others. And use AI yourself. You can't just hand out licenses and send a Slack announcement. [Anna Griffin](https://www.linkedin.com/in/annahgriffin/), Chief Market Officer of Commvault, on what comes next: > "We're past experimentation. Now it's about making this real for the whole org. Clear decision rights, connected processes, less friction. And we have to hold ourselves accountable as leaders. Not just expecting our teams to change, but creating the conditions for them to succeed." **Scaling also requires infrastructure:** - **Governance:** Who decides what AI teammates and workflows get built? What guardrails ensure responsible use? How do you maintain quality as more people create more? - **Quality:** One team created 211 AI teammates during experimentation and kept 57 in regular use. Not every AI teammate earns its place. That's the messy middle – and it's a sign you're doing it right. - **Enablement:** Everyone can build AI teammates, but cross-platform workflows need specialized skills. Often it's ops, working with IT and legal, to make it happen. [Megan Cabrera](https://www.linkedin.com/in/meganwcabrera/), VP of Marketing Operations at Sophos, shares: > *"We let everyone build their own AI teammates. That's where creativity and experimentation happens. But when workflows need to connect to CRM, marketing automation, or other core systems, that's where my team steps in. We work with IT and legal to make sure it's done right. Democratized creation, centralized integration. That's how you scale without creating chaos."* The Rule of Thirds applies. In most major changes, roughly… - One third will lead the change - One third will follow with support - One third won't embrace it Your responsibility looks different for each group. Leaders need room to run. Followers need guidance and support. Those who won't embrace it need help finding where they'll thrive. Before you sort your team, ask yourself, have I truly invested? Do I use AI myself? Or did I just expect people to figure it out while I watched from the sidelines? Nice leadership keeps everyone comfortable and sets them up to fail when the world changes. Compassionate leadership invests in people, sets clear expectations, and makes tough decisions when needed. 💡 ****Where to start:** Find your trailblazers. Give them a way to share what they've learned. Their real-world knowledge is more valuable than any training program you could buy. ## The year ahead [2026](https://www.cmoalliance.com/the-challenges-leading-marketing-teams/) will be messier than 2025\. More noise, more hype, more pressure. AI capabilities will keep advancing. The path won't be straight. We're navigating new waters together. None of us has all the answers. Give yourself grace. Give your team grace. The fact that you're engaged puts you ahead of most. But we have proof now. Proof that people can build AI teammates that actually help. Proof that humans and AI work better together than either does alone. Proof that reimagined work creates value that faster work alone never could. The teams that went first in 2025 are reaching back to help. The frameworks exist. The playbooks are being written. The trailblazers are willing to share what they've learned. This is happening. The transformation is real. This is doable. We proved it. And we don't have to figure it out alone. A rising tide lifts all boats. --- *This article was originally published in Liza Adams’s Practical* [*AI in Go-to-Market newsletter*](https://www.linkedin.com/pulse/people-first-ai-forward-what-we-learned-2025-where-were-liza-adams-ksm4e/)*.* ### The main barriers to creating effective content URL: https://www.cmoalliance.com/the-main-barriers-to-creating-effective-content/ Last updated: 2026-02-12T10:01:29.000Z As expectations of marketing continue to rise, content is now asked to do it all: drive demand, support sales, build brand trust, educate buyers, and deliver measurable ROI. Against that backdrop, understanding what *actually* holds teams back is critical for marketing leaders looking to scale impact, not just output. The barriers highlighted in our [**Future of Marketing 2025 report**](https://www.cmoalliance.com/future-of-marketing-2025-report/) don’t point to a lack of ambition or belief in content. Instead, they reflect the realities of modern marketing organizations: stretched teams, growing scrutiny around performance, competing priorities, and increasing internal complexity. For CMOs and senior leaders, these challenges are signals of where structure, alignment, and leadership focus can make the biggest difference. The following analysis explores each barrier through a leadership lens, unpacking why it matters at an organizational level and what practical steps marketing leaders can take to overcome it. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/01/Main-barriers-to-creating-effective-content.png) ## Lack of time – 54.7% It’s telling that *lack of time* sits at the very top of the list. For marketing leaders, this usually isn’t about poor time management but a signal of **structural overload**. Content has expanded far beyond blog posts into a constant demand for [campaigns](https://www.cmoalliance.com/marketing-campaign-planning-template-framework/), [social](https://www.cmoalliance.com/social-media-guidelines-template-framework/), [enablement](https://www.cmoalliance.com/making-enablement-work-in-remote-settings/), [thought leadership](https://www.cmoalliance.com/10-steps-to-implement-your-very-own-thought-leadership-strategy/), [video](https://www.cmoalliance.com/your-guide-to-b2b-video-marketing/), and [internal comms](https://www.cmoalliance.com/the-power-within-driving-employee-engagement-through-internal-branding/). Yet teams, processes, and expectations haven’t always evolved at the same pace. From a leadership perspective, this matters because time pressure is often the **silent killer of quality and strategy**. When teams are stretched thin, content becomes reactive rather than intentional. The risk is burnout and producing a high volume of content that fails to differentiate, convert, or reinforce the brand. So, what can you do to try tackle this? ### Audit where time is actually going Many content teams aren’t short on effort – they’re short on efficiency. Leaders often underestimate how much time is lost to handoffs, unclear briefs, multiple rounds of approval, and last-minute changes. A simple audit of how content moves from idea to publish can quickly surface bottlenecks that have nothing to do with creativity and everything to do with process. ### Ruthlessly prioritize impact over output When everything is a priority, teams default to volume. As a leader, you play a critical role in resetting expectations: fewer assets that clearly support core objectives will outperform a constant stream of disconnected content. This requires saying no – or at least *not now* – to lower-impact requests, even when they come from other senior stakeholders. ### Build content reuse into the strategy Time pressure often comes from treating every asset as a one-off. Here, you can encourage a “pillar-first” mindset, where major ideas are deliberately designed to be repurposed across channels, formats, and teams. This saves time but also reinforces consistent [messaging](https://www.cmoalliance.com/messaging-cheat-sheet-framework/) in the market. ### Protect focus time Constant interruptions, urgent requests, and shifting priorities fragment teams’ ability to think strategically. You must set the tone here. When focus time is protected – and reactive work is truly the exception – teams produce stronger, more intentional content that requires fewer revisions downstream. ## Difficulty in measuring success/ROI of content – 50.1% Nearly half of respondents struggling with [measurement](https://www.cmoalliance.com/future-proof-marketing-measurement/) highlights a long-standing tension: content is expected to drive growth, but often lacks **clear accountability frameworks**. For CMOs, this is particularly significant because content is increasingly scrutinized as budgets tighten and boards demand proof of impact. The real challenge here isn’t data availability – it’s [**attribution**](https://www.cmoalliance.com/the-marketing-attribution-ebook/)**,** [**alignment**](https://www.cmoalliance.com/tackling-organizational-alignment-as-a-cmo/)**, and expectation-setting**. Content rarely works in isolation, yet it’s often evaluated as if it should deliver immediate, direct revenue outcomes. This disconnect can undermine confidence in content programs and make it harder to defend long-term investment. Here are some things you can do to improve this: ### Define success before creation begins Measurement issues often start with unclear expectations. You can improve outcomes by ensuring every major content initiative has a defined role – whether that’s driving [awareness](https://www.cmoalliance.com/how-to-make-the-case-for-brand-awareness/), supporting sales, nurturing demand, or improving [conversion](https://www.cmoalliance.com/user-intent-the-true-secret-to-amazing-conversion-rates/). When success is agreed upon up front, measurement becomes far less contentious. ### Align metrics to buying stages Not all content should be judged by the same yardstick. Early-stage thought leadership, for example, is unlikely to generate immediate pipeline – but it may influence consideration and [trust](https://www.cmoalliance.com/the-importance-of-trust-in-b2b-marketing/). If you align metrics to the buyer journey, it’ll help your team focus on the right signals, rather than chasing metrics that don’t reflect the content’s purpose. ### Focus on directional impact, not perfection Attribution in [content marketing](https://www.cmoalliance.com/content-marketing-for-different-stages-of-the-buyers-journey/) will never be perfect, and waiting for flawless measurement often stalls progress. You can encourage your team to focus on trends, correlations, and comparative performance over time. Directionally useful insights are often enough to guide smarter decisions and justify investment. ### Educate stakeholders on how content works Measurement challenges are frequently stakeholder challenges in disguise. When you proactively explain how content contributes across the funnel – and why some benefits compound over time – you reduce pressure for unrealistic ROI expectations and build trust in the program. ## Achieving stakeholder buy-in on the value of content – 30.1% Stakeholder buy-in remains a meaningful barrier, particularly in organizations where content is seen as “nice to have” rather than a growth lever. For marketing leaders, this often reflects **misaligned expectations across leadership, sales, and other functions** – not a lack of content performance. This is significant because without buy-in, content initiatives tend to be underfunded, overly constrained, or constantly reprioritized. Teams spend more time justifying their work than improving it. Over time, this erodes momentum and confidence. Again, there are things you can do to get this stakeholder buy-in. ### Speak the language of the business Content discussions can lose credibility when framed around formats, channels, or creative preferences. When you tie content directly to revenue growth, sales efficiency, [customer retention](https://www.cmoalliance.com/what-is-retention-marketing-a-guide/), or brand differentiation, it makes it far easier for stakeholders to understand its value. ### Use internal proof points Stakeholder buy-in strengthens when content is linked to real outcomes: sales teams using assets in deals, prospects referencing thought leadership, or customers engaging with educational content. You can elevate these stories internally to make content’s impact tangible, not abstract. ### Bring stakeholders into the process early Resistance often comes from feeling excluded. Inviting sales, product, or leadership into content planning – even at a high level – creates shared ownership. When stakeholders see their priorities reflected, buy-in becomes [collaboration](https://www.cmoalliance.com/using-ai-to-foster-collaboration-with-julia-goebel-cmo-at-komodo-health/) rather than persuasion. ### Be consistent Trust in content isn’t built through one presentation or quarterly update. If you consistently communicate progress, insights, and learnings, it helps content earn its place as a long-term strategic investment rather than a recurring justification exercise. ## Lack of budget – 26.7% While budget constraints are real, it’s notable that this barrier ranks below time and measurement. That suggests many leaders see budget as **a constraint to manage**, not the root cause of ineffective content. Still, budget limitations matter because content often competes with performance channels that promise faster, clearer returns. When budgets tighten, content can be first on the chopping block – even though it underpins long-term brand and demand. [Where are marketing budgets being spent?Discover where marketing budgets are being spent in 2025, how CMOs are adapting to economic pressures, and tips for increasing ROI.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--334.png)CMO AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Stock--1--1.png)](https://www.cmoalliance.com/where-are-marketing-budgets-being-spent/) What does tackling the lack of budget look like in practice? ### Maximize existing investment before asking for more Budget constraints often expose inefficiencies rather than absolute shortages. Focus on improving prioritization, reuse, and clarity of purpose. This can often unlock significantly better performance without increasing spend, strengthening the case for future investment. ### Shift from production-heavy to insight-led content High-impact content doesn’t always require high production value. You can encourage your team to invest more time in insight, narrative, and relevance – areas that often outperform expensive execution when budgets are tight. ### Tie content funding to business priorities Content is harder to cut when it’s clearly linked to strategic initiatives such as market expansion, [product launches](https://www.cmoalliance.com/product-launch-framework-slide-deck/), or pipeline growth. If you align content budgets to these priorities, you position content as essential infrastructure, not discretionary spend. ### Frame content as an efficiency driver Content can reduce costs elsewhere – by enabling sales, shortening buying cycles, improving onboarding, or reducing reliance on paid channels. When you frame content in these terms, it shifts budget conversations from cost to value. ## Limited audience insights – 24% A quarter of leaders citing limited audience insights points to a deeper issue: content can’t be effective if it’s built on assumptions rather than understanding. For CMOs, this is critical – audience relevance is the difference between content that resonates and content that’s ignored. Often, insights exist but are **fragmented across teams, tools, and data sources**. Without a unified view of the customer, content risks becoming internally focused rather than [customer-led](https://www.cmoalliance.com/making-your-customers-your-growth-priority/). There are a few practical steps you can take. ### Leverage existing data better Many organizations already have valuable audience insight – it’s just scattered. You can encourage stronger collaboration between marketing, sales, customer success, and support to surface recurring questions, objections, and pain points that should directly inform content. ### Invest in qualitative insight, not just analytics Dashboards show what’s happening, but conversations reveal why. If you prioritize interviews, [win/loss insights](https://www.cmoalliance.com/win-loss-interview-questions-template-framework/), and direct [customer feedback](https://www.cmoalliance.com/customer-feedback-questions-framework/), it gives content teams a much richer foundation for relevance and resonance. ### Align teams around shared personas and narratives Inconsistent audience understanding leads to fragmented messaging. You can drive alignment by ensuring all teams – not just marketing – are working from the same core customer narratives, challenges, and goals. ### Make insight gathering an ongoing habit Markets evolve quickly. Treating audience insight as a living input rather than a one-off project ensures content stays relevant as customer needs, expectations, and buying behavior change. ## Lack of skills – 16% While this ranks lowest, it’s still meaningful. [Skills gaps](https://www.cmoalliance.com/the-skills-that-matter-and-factors-to-consider-when-applying-for-marketing-roles/) often emerge as content becomes more sophisticated – from [storytelling](https://www.cmoalliance.com/story-masters-2-the-structure-of-great-brand-stories/) and distribution to analytics and AI-assisted workflows. For leaders, this isn’t just about hiring talent; it’s about **future-proofing the team**. The lower percentage may also suggest that teams feel capable but under-supported – lacking time, clarity, or tools rather than raw ability. This brings us to possible responses to addressing this barrier. ### Identify skill gaps that actually limit impact Not every missing skill is worth addressing. You, as a leader, add value by identifying which gaps genuinely block performance – whether that’s storytelling, analytics, distribution, or [AI adoption](https://www.cmoalliance.com/ai-adoption-paradox/) – and focusing investment there. ### Upskill before you hire Targeted training can often deliver faster and more cost-effective results than expanding headcount. You should invest in upskilling signal confidence in your team while building capability that compounds over time. ### Encourage experimentation Skills develop fastest in environments where teams are trusted to test new approaches. When you create space for experimentation – without punishing failure – you accelerate learning and adaptability. ### Balance specialists and generalists A mix of deep expertise and flexible skill sets helps teams respond to changing content demands. Build this balance to create resilience, not dependency, within your content function. ## Final thoughts Taken together, these barriers paint a clear picture: the biggest challenges in content creation aren’t creative – they’re operational, strategic, and organizational. Time constraints, measurement challenges, and stakeholder alignment all stem from how content is positioned, supported, and integrated within the business. For marketing leaders, the opportunity lies in shifting the conversation. Content doesn’t need more activity; it needs clearer priorities, stronger alignment with business goals, and the right conditions to succeed. Addressing these barriers focuses on designing systems that allow content to be effective, sustainable, and credible at scale. Ultimately, the organizations that win with content will be those where leaders treat it not as a tactical output, but as a strategic capability – one that’s measured thoughtfully, resourced intentionally, and aligned to the outcomes that matter most to the business. ### CMOs to Watch in 2026 URL: https://www.cmoalliance.com/cmoa-ones-to-watch-nominations/ Last updated: 2026-02-19T10:07:55.000Z Many marketing leaders are reflecting on a year shaped by constraint, complexity, and constant change. Looking ahead to 2026, there is a renewed focus on the fundamentals. What skills really matter now? And how do we lead through change without losing creativity, judgment, or trust? At CMOA, we take pride in celebrating the people who help others do better work. The leaders who share what they have learned, raise the bar, and make the industry stronger for everyone. To recognize those individuals who have navigated this past year’s challenges with care, while continuing to advance the work that good marketing depends on, we are compiling a shortlist of CMOs and senior marketers to watch in the year ahead. If while reading this you’ve already thought of a person or two, why not shout them out? You have until **10 February 2026** to submit your nominations. ## **Who should you nominate?** We’re looking for CMOs and senior marketers who know their craft inside and out, and who are helping move the industry forward through how they think and lead. That might be someone who: - Regularly takes the time to answer questions in the [community](https://www.cmoalliance.com/join-the-community/) - Shares informative or genuinely thought-provoking content on [LinkedIn](https://www.linkedin.com/company/cmo-alliance/) - Is a leader you work with who makes you proud to be in this profession These are the people we want to recognize this year. Once nominations close, we’ll carefully review each submission and reveal who has made the list. To make sure we hear from a broad range of voices, please share the survey with peers who should be part of the conversation. [Nominate today](https://productmarketingall.typeform.com/to/FJpAYELL) ### Creative asset inventory and audit URL: https://www.cmoalliance.com/creative-asset-inventory-and-audit-framework/ Last updated: 2026-01-05T11:05:41.000Z As marketing teams scale, [creative assets](https://www.cmoalliance.com/the-creative-leadership-framework-cmos-need-for-2026/) multiply fast. Without a clear system, it’s easy to lose track of what exists and what’s actually delivering value. This creative asset inventory and audit template gives you a simple, structured way to regain clarity and make better decisions with confidence. ## What is a creative asset inventory and audit template? This template is a practical framework for documenting, reviewing, and evaluating all your marketing assets in one place. It helps you capture key details like ownership, usage rights, quality, [performance impact](https://www.cmoalliance.com/the-cmos-guide-to-measurement-report/), storage location, and compliance considerations. Instead of relying on individual knowledge or scattered spreadsheets, you get a single source of truth that supports governance, [brand](https://www.cmoalliance.com/top-strategies-for-creating-a-standout-brand-in-2025/) consistency, and smarter investment decisions. ## Who is it for? This template is designed for CMOs and marketing leaders who want more control and accountability across their creative ecosystem. It’s especially useful if you manage large asset libraries, work with multiple agencies or regions, or operate in regulated industries where compliance and ethics matter. It’s also valuable for [marketing ops](https://www.cmoalliance.com/how-marketing-operations-drives-revenue-growth/), brand, and digital teams supporting leadership with visibility and reporting. ## How to use the template Start by listing your existing creative assets and filling in the core fields for each one. Use the quality, performance, and compliance sections to assess what’s working, what needs improvement, and what may need to be retired. Revisit the template regularly to keep your inventory current and aligned with your strategy. Over time, it will become a powerful tool for prioritization, risk reduction, and maximizing the return on your creative investments. ## Get your creative asset inventory and audit template ![creative asset inventory and audit template](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2026/01/Creative-asset-inventory-and-audit-template.png) [Creative asset inventory and auditCreative asset inventory and audit.xlsx127 KBdownload-circle](https://www.cmoalliance.com/content/files/2026/01/Creative-asset-inventory-and-audit.xlsx "Download") [Creative asset inventory and audit![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/spreadsheets_2023q4-11.ico)Google Docs![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AHkbwyLcOCypKSLbhuU4hnpWRUC5eynUmka8od6ZwqjEvxzwdiEBXMHqiTvOl-8yQ_eKgNcM7pBg9N0m7jKL_gUk0-0ftWjlPZA1nmKJJs7VE6jWCUN0Cuk-w1200-h630-p)](https://docs.google.com/spreadsheets/d/17khb0kFRzl4vnSjvDxXHHOdTWCSk2xA94jCfMjfxDXc/edit?usp=sharing) _This post is for paying subscribers only._ ### What marketing leaders need to master for 2026 [Video] URL: https://www.cmoalliance.com/what-marketing-leaders-need-to-master-for-2026-video/ Last updated: 2026-01-08T15:01:15.000Z --- --- ### The creative leadership framework CMOs need for 2026 URL: https://www.cmoalliance.com/the-creative-leadership-framework-cmos-need-for-2026/ Last updated: 2026-01-05T11:08:18.000Z Let me ask you something: Do you think [creativity](https://www.cmoalliance.com/building-a-creative-culture-as-a-cmo/) matters in marketing? Of course you do. We all do. Now for some harder questions: Do you feel like you can adequately judge your own [creative](https://www.cmoalliance.com/balance-data-and-creativity-for-effective-marketing-campaigns/) or the creative that's going on in your company? Can you rely on your internal teams rather than running to external agencies for every creative idea? If you answered no, you're not alone. Not by a long shot. The good news is I’m here to share a framework I created to help CMOs drive results and turn creative from a cost center into a strategic driver – the same framework I used to take OPI from $120 million to a billion-dollar valuation during the worst [economic recession](https://www.cmoalliance.com/cmo-convo-time-to-re-learn-the-lessons-from-the-last-recession-fleur-sohtz/) in decades. Let’s dive in. ## The creative confidence crisis nobody's talking about The numbers tell a story that should keep every CMO up at night. According to [Marketing Week](https://www.marketingweek.com/marketers-creative-effectiveness/), **80%** of marketers say creative quality is key to marketing success. Meanwhile, [Nielsen](https://www.nielsen.com/insights/2017/when-it-comes-to-advertising-effectiveness-what-is-key/) reports that creative quality drives **47%** of a brand's sales lift from advertising. But here's the kicker: fewer than **40%** of marketers are confident in their ability to accurately assess the impact of their creative. Think about that for a second. We all know creative drives sales. We all know it matters. But most of us are flying blind when it comes to understanding what works and why. [![Bar chart showing creative as the largest driver of sales lift at 47 percent, outperforming targeting and reach in advertising effectiveness.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/12/data-src-image-da260ec8-cf32-4c2c-9643-b48d7e1ba143.png)](https://www.cmoalliance.com/the-creative-leadership-framework-cmos-need-for-2026) I wasn't always the person who could crack this code. Picture this: an 18-year-old kid from New Jersey, so shy I could barely order coffee, driving a beat-up Dodge Neon to Hollywood with nothing but a dream of working in creative. I was so naive that I actually drove to the Sunset Strip thinking, "Well, this is where I'm gonna live." But you know what? When I saw those billboards towering over Sunset, something clicked. This was it. This was what I was meant to do. I couldn't afford art school, I didn't know a soul in Hollywood, and I had zero contacts. So I did the next best thing – I went to work for the best people in the business. I put in my 10,000 hours learning everything on set and in [agencies](https://www.cmoalliance.com/making-your-agency-partnership-worth-it/), soaking up knowledge like a sponge. [![Slide highlighting $6.7 billion in campaign results across brands including OPI, Fox Broadcasting, Ignition Creative, Hunger Games, John Wick, and Starz.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/12/data-src-image-a961c334-390f-4e2c-964f-5ea548117b74.png)](https://www.cmoalliance.com/the-creative-leadership-framework-cmos-need-for-2026) It paid off. I helped take a beauty company through a crisis from $120 million to **$1 billion**. I took on *Brooklyn Nine-Nine* – a show that had zero visual creative direction – and within the first year, we had Golden Globe nominations. But those wins didn't come from following the traditional playbook. They came from a framework I developed that turns conventional wisdom on its head. ## The four pillars of profit-driven creative strategy Let’s take a look at the four pillars that have consistently turned creative chaos into clarity, and cost centers into profit drivers. For expert insights like this straight to your inbox twice a month, sign up for Pro+ membership. You'll also get access to a range of certifications, a complimentary Summit ticket, 50+ tried-and-true templates, members-only workshops, and **much* more. So, what are you waiting for? [Fast-track your marketing career ](https://www.cmoalliance.com/pro-plus-membership/?utm%5Fsource=ghost&utm%5Fmedium=resources&utm%5Fcampaign=content) ### 1\. Lock down on external creative spend I can't tell you how many times I've walked into a company and found them bleeding money on external agencies. The problem with agencies is that they're playing a different game than you are. They care about awards, not your bottom line. The first thing I do is audit every external creative relationship. Nine times out of ten, I find waste that would make your head spin. Most companies take three, six, or even nine months to understand their creative spend. That's insane. With today's tools, especially AI, you can do this analysis in days, not months. You need to know where every dollar is going, and you need to know it fast. ### 2\. Make cross-functional leadership the key to creative strategy This is where the magic happens. Every billion-dollar creative campaign I've led centered around [getting all teams in alignment](https://www.cmoalliance.com/a-blueprint-for-cross-functional-team-leadership/), not just marketing and creative. I'm talking product, sales, customer service – everyone. ### 3\. Find and leverage existing assets You’d be stunned at how often I’ve seen campaigns stall, while great assets were just sitting there, collecting dust. To stop this from happening to you, do a thorough inventory of all the creative assets in your company’s arsenal, and make sure teams are communicating with each other. [Creative asset inventory and audit templateGet visibility and control over your creative assets![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--333.png)CMO AllianceAmelia Wilson![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Creative-asset-inventory-and-audit.png)](https://www.cmoalliance.com/creative-asset-inventory-and-audit-framework/) ### 4\. Promote in-house creative development The best creative comes from [people who live and breathe your brand](https://www.cmoalliance.com/building-a-winning-marketing-team-in-house-marketing-teams-vs-outsourcing-to-an-agency/) every day, not from agencies that juggle 20 clients and give you their B-team. --- Now, let’s explore a couple of case studies showing how I've put this framework into practice – and driven huge results. ## Case study #1: OPI It was 2008 when OPI hired me, right in the middle of the financial crisis. Nobody wanted to buy nail polish, nobody wanted to sell nail polish, and nail salons were closing. This was where I really learned the power of in-house creative agencies. OPI had never used external agencies before, and they still don’t. That experience shaped my belief that internal creative teams are often the best way to go. _This post is for paying subscribers only._ ### Zero-based budgeting justification sheet URL: https://www.cmoalliance.com/zero-based-budgeting-justification-sheet-framework/ Last updated: 2025-12-15T16:51:08.000Z Securing [budget](https://www.cmoalliance.com/top-down-vs-bottom-up-budgeting/) approval isn’t about having the loudest voice in the room – it’s about making the strongest business case. This zero-based budgeting justification sheet is designed to help you clearly articulate *why* each marketing investment deserves funding, using language and structure that finance and executive teams actually trust. Whether you’re preparing for annual planning or defending a mid-year reallocation, this template helps you move budget conversations out of the gray zone and into confident, outcome-driven decision-making. ## What is a zero-based budgeting justification sheet? A zero-based budgeting justification sheet is a structured framework that requires every budget line item to be justified from scratch – not based on last year’s spend, but on its strategic value, expected outcomes, and [alignment to business goals](https://www.cmoalliance.com/tackling-organizational-alignment-as-a-cmo/). Unlike traditional budgeting approaches that rely on incremental changes, zero-based budgeting forces rigor. Each investment is tied to a clear rationale, a [measurable KPI](https://www.cmoalliance.com/marketing-sales-alignment-kpis-integrated-funnel/), and an explicit risk of not funding it. The result? Budget requests that are grounded in ROI logic, not marketing intuition. This sheet gives you the structure, financial framing, and executive-ready language to translate marketing plans into terms [your CFO](https://www.cmoalliance.com/cmo-cfo-collaboration/) and peers can evaluate with confidence. ## Who is it for? This template is built for senior marketing leaders who need to defend and prioritize spend in high-stakes environments, including: - Chief marketing officers and VPs of marketing preparing annual or quarterly budgets - Product marketing, brand, and growth leaders requesting incremental or reallocated spend - Marketing leaders operating under tighter scrutiny or cost discipline - Anyone navigating trade-offs, negotiations, or cross-functional budget alignment If you’re expected to justify every dollar, this sheet was designed for you. ## How to use the template Start by listing each proposed marketing initiative as its own line item. For every entry, you’ll document the owner, requested budget, and the core justification for the spend – framed around strategic merit, not activity volume. From there, define the expected outcome and how it will be measured, using [business-relevant KPIs](https://www.cmoalliance.com/kpis-for-revenue-marketers/) rather than vanity metrics. You’ll also note alternatives considered, priority level, business goal alignment, timeframe, and the risk of not funding the initiative. This structure does more than support approvals. It helps you demonstrate fiscal responsibility, surface dependencies and trade-offs, and give finance a clean, auditable view of what’s being proposed. Used consistently, it can significantly streamline budget conversations and build long-term credibility with executive stakeholders. ## Grab your zero-based budgeting justification sheet ![Zero-based budgeting justification sheet template](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/12/Zero-based-budgeting-justification-sheet-template.png) [Zero-based budgeting justification sheetZero-based budgeting justification sheet.xlsx110 KBdownload-circle](https://www.cmoalliance.com/content/files/2025/12/Zero-based-budgeting-justification-sheet.xlsx "Download") [Zero-based budgeting justification sheet![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/spreadsheets_2023q4-9.ico)Google Docs![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AHkbwyLG2U2-VEqOtwGH7_tvyWEtIlsLadsA9dt5AC4pL7kSJNJF8qQtFcbw48HMGYU3hboA7IgwB5IREEp3cvM57wyOUlsxxPhCv4u18qpSWyjH8sbd-V-O-w1200-h630-p)](https://docs.google.com/spreadsheets/d/1-phbDCxkKZMxAkoO4btz2AcAC76YLDoKpM2cp7%5FOYvI/edit?usp=sharing) _This post is for subscribers on the Exec+ membership tier only._ ### Leading through complexity: A guide to B2B2C healthcare marketing URL: https://www.cmoalliance.com/leading-through-complexity-a-guide-to-b2b2c-healthcare-marketing/ Last updated: 2025-12-11T12:48:25.000Z For most of my career, I’ve worked on the business side of healthcare and building engagement strategies in the startup world. It’s a space I’m passionate about, but it’s also one that comes with a unique set of marketing challenges. So many of our executives are always looking for that silver bullet. That’s probably true for any segment of marketing, but for us, the answer is always the same: the silver bullet is that there is no silver bullet. Success comes from ongoing, evergreen communications across a number of different channels. This is especially true in the B2B2C space, a niche world where many of us operate. I even started a community, the B2B2C Collective, because I realized there just wasn't a strong support system for marketers like us. We face similar challenges, from getting clients to open the doors to their employees to structuring our teams and personalizing content at scale. Here’s my perspective on navigating this complex landscape, from the specifics of **healthcare marketing strategy** to the leadership principles that empower teams to thrive. ## **The unique challenge of** [**B2B2C marketing**](https://www.cmoalliance.com/how-to-navigate-b2b2c-marketing/) In a typical [B2B market](https://www.cmoalliance.com/tag/b2b-marketing/), your audience is more focused. You generally know your buyer’s title and the type of company you’re targeting. With direct-to-consumer, you’re focused on the individual. But B2B2C is a hybrid, and it presents a distinct core challenge. Here’s what I mean: ### **Unlocking the keys to the consumer** In the B2B2C space, our primary goal is to gain buy-in and approval from the employer so they will allow us to market directly to all of their end employees. In other words, the employer holds the keys, and we have to convince them to open the doors. Once they do, the complexity only grows. Are the employees distributed across the country? Are they sitting at computers all day, or are they frontline workers on a factory floor? The way we grab their attention is completely different depending on the type of employer and employee. ### [**Personalization**](https://www.cmoalliance.com/tag/personalization/) **at a massive scale** You have to consider countless factors: geography, job function, education level, and even health literacy. This is where personalization becomes so important, but you have to figure out how to do it in a scalable way. You need tools in your toolbox that allow you to speak to these different populations effectively and grab their attention. It's a far more varied audience than in a typical B2B scenario. ## **Navigating the complexities of healthcare marketing** Working in the US healthcare market adds another layer of complexity. I always joke that there will always be a startup community in US healthcare because we’ve dug ourselves into such a hole in how our care is delivered and paid for. At my company, Carrum Health, we’d love for the healthcare system to just operate in the way we’re trying to make it operate. But until then, our job is to provide and democratize access to the highest quality specialty care via their employee benefits while saving both the employer and their employees money. ### **Translating a whole new language** Healthcare can feel like its own language. If I just say, "we're your specialty care provider," that might not make sense to the end user. We have to translate what we do into something that resonates with them. At Carrum, we also have significantly expanded our offerings and what specialty care is covered through our network. When we started, we primarily focused on MSK surgical options. Then we added cancer care, and then substance use disorder treatment. This can create positioning and messaging a challenge as it is redefined and/or expanded. How do you redefine yourself without confusing people? The name of the game is figuring out what it means for them. How are we saving them money? How are we ensuring they get the best possible care? How are we taking the worry and headache out of the process? What remains central to what *isn’t* changing about what we’re offering? You almost feel like you have to boil the ocean in a single message. The key is to test what people care about most and focus on what is core to what you’re providing to these individuals. For us, it’s that at the end of the day, you can trust you’re getting **the best possible care** while **saving you money** out of pocket. **Cost and quality** are what grab their attention. ### **Meeting patients where they are** People consume information in so many different ways. We’re an employer benefit, so some people are highly attuned to their benefits package. Others only pay attention to the quarterly email from HR, while some might see a flyer in the breakroom. Everyone is at a different stage in their healthcare journey. We can't just rely on one-time launch communications. It has to be an evergreen effort, running throughout the year across different channels. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/12/Multi-channel-B2B2C.png) ### **Building trust for the moment of need** We use broad communications, geo-targeted programs, healthcare claims-based programs, and more to capture people’s attention when it's most relevant. Some people will read an email, while others need a one-minute video to understand the benefit. And some just need to speak to a human. Today, someone might not need knee surgery. But in six months, something could happen, and they need to remember, "Oh, I have this benefit available to me." That recall is critical. It’s why building trust through content and making your brand recognizable is so important. **When they need you, they have to remember you’re there.** ## **Driving professional growth with curiosity and vulnerability** Beyond strategy, I’m incredibly passionate about professional development. If you’re a marketer feeling plateaued or unsure of your next step, my advice is simple. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/12/Annie-Furlong.png) ### **The power of asking questions** Honestly, just start asking questions. Ask them of yourself to figure out what you’re interested in. Then, ask them of people you admire or whose jobs pique your interest. Set up time to learn, without the intention of getting a job offer right now. The goal is to figure out what that next role could even be. I always say that my 20s were for figuring out what I *didn't* want to do. My 30s were about focusing on what I *do* want to do. It’s all about greeting everything in life with an open mind. ### **Embracing vulnerability as a leadership superpower** I’m someone who believes that vulnerability gets you very far in life, not just at work. Asking questions goes hand in hand with this, because you have to be comfortable being vulnerable to voice those questions in the first place. As a leader, showcasing when you’re wrong or admitting you’ve made a mistake is a key component of building trust. No one wants an infallible leader who just directs things. They want someone who shows that it's okay to be wrong. This is why startups appeal to me; there is no "this is how we've always done it," because it's never been done before. ### **What vulnerability looks like in practice** So, what does vulnerability mean in practice? It’s being willing to show that you don’t know the answer, or even the whole answer, and being comfortable with that. It’s about creating a culture where people aren’t afraid to speak up or ask a "dumb question." I remember sitting in meetings early in my career, kicking myself for not speaking up with an idea, only to hear someone else say it and get praise. That happened enough times that I realized I just had to take the risk. Your idea might not be the best one, or only part of it might be great, but no one will know if you don’t put yourself out there. ### **Building confidence like a muscle** Speaking up is like a muscle. The more you do it, the more comfortable you become. You start to realize that taking that risk isn't so scary. And if you do get a horrific or disrespectful response? That’s a good sign that it might not be the right team, leader, or company culture for you. ## **A practical approach to AI in complex marketing environments** In many ways, AI sits at the intersection of all the challenges we face in B2B2C and healthcare marketing. When your audience is fragmented, your access depends on employers, and your work is rooted in trust, there is no shortcut technology can magically solve. AI becomes another place where curiosity, clarity, and thoughtful leadership matter more than speed. I’ll admit I have a bit of skepticism, not about its potential, but about the hype. So many executives are asking, "How can we do AI?" without a clear goal. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/12/Beginner-s-Mindset.png) ### **Viewing AI as a tool, not a replacement** I think of AI as an entry-level contractor on your team. It can be a great assistant, but I don’t see it replacing jobs in marketing, at least not yet. Within marketing, some segments are further along than others. AI for personalizing email subject lines is in a different world than AI for long-form content marketing. There’s also the issue of security. Many of us can't put proprietary information into a public tool like ChatGPT. Larger organizations might have closed systems, but for many startups, that could be less of an option. These are factors people often overlook when they talk about the ease of adopting AI. ### **The importance of a beginner's mindset** A team member of mine put it perfectly: we need to have a **beginner's mindset** when it comes to AI. That can be scary, especially for those of us who are further along in our careers. But we have to be willing to test things out. The goal shouldn't be to run at every shiny object. Instead, think about your priorities. Where could you be more efficient? What manual tasks are taking up too much time? Could your content team use an "entry-level copywriter" to help with simple tasks or A/B testing at scale? ### **How to identify the right opportunities for AI** The key is to pilot different tools in a safe space. Be clear with your executive team that you’re testing things out. These tools might not become permanent, but we need to see if they’re even worth it. Are they what they claim to be, or are they just another shiny tool that will sit in the toolbox and provide little value? ## **Why marketing’s future is bright** What excites me most about being a marketer right now is that our field is always changing. The core principles remain the same, but the tools, technologies, and channels are constantly evolving. It’s an evergreen challenge that keeps things fun. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/12/AF-quote.png) I also believe that marketing has more and more clout these days. With new tools, including some AI-powered ones, we can connect the dots and more explicitly prove marketing’s value. In the past, attribution could be difficult to showcase without heavy tech. Now, we can demonstrate not just direct attribution but also influence. I always remind our clients and internal teams of the marketing rule of seven: people have to see things seven times on average before they act. I joke that this probably applies to buying a pair of sneakers, not choosing a provider for their cancer care journey. It just goes to show that our work is complex. But we are finally getting the credit we deserve. That opens up so many opportunities for our teams and proves the value of all the hard work we do every day. ### The skills that matter and factors to consider when applying for marketing roles URL: https://www.cmoalliance.com/the-skills-that-matter-and-factors-to-consider-when-applying-for-marketing-roles/ Last updated: 2025-12-10T12:11:36.000Z 2025 has been a year of recalibration for marketers. The pressure hasn't let up. If anything, it's intensified. AI is reshaping workflows faster than most teams can adapt, budgets are under scrutiny, and the expectation to deliver measurable results with fewer resources has become the norm rather than the exception. But here's what's shifted: marketers are getting clearer about what they actually need from their careers. Not just what sounds good in a job description, but what makes the difference between building something meaningful and burning out. So when you're looking at new opportunities, what should you actually prioritize? What matters most when the market feels overwhelming, and every role seems to want someone who can do everything? In this article, we'll look at: - What top marketers are prioritizing when they evaluate roles, - Which skills will keep you competitive as the landscape shifts, and - What compensation looks like across different industries and experience levels. # **What do marketers prioritize when choosing roles?** Let’s unpack some of our [Future of Marketing report](https://www.cmoalliance.com/future-of-marketing-2025-report/) findings. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/12/3-key-priorities.png) ## **Company culture matters more than you think** Most of us have worked somewhere that looked great on paper but not so good in practice. And now **29.5%** of marketers say company culture is their number one consideration when applying for roles. The reason being that culture directly affects whether you'll be able to do your best work, grow in your career, and still want to get out of bed and go to work a year from now. This finding lines up with what some other marketing leaders have suggested will be central to great marketing: [authenticity](https://www.cmoalliance.com/authenticity-and-organizational-change-in-the-age-of-ai/). More and more, people are leaning towards those human qualities that are irreplaceable and the values that make us show up for work meaningfully. Another piece of data backs this up. [When you look at what's keeping marketing leaders up at night](https://www.cmoalliance.com/the-challenges-leading-marketing-teams/), burnout and overwork top the list at **25.9%**. That's more than a quarter of marketing teams dealing with people who are stretched too thin, stressed out, and headed for the exit. So when we say culture matters, we're talking about finding a place where you can build something meaningful without sacrificing too much in the process. ## **Company growth trajectory** Coming in second is the company's growth ambitions (**24.2%**). You want to work at a company that's actually going somewhere. To make matters even more interesting, here’s another stat: **47.6%** of marketers plan to seek career progression outside their current organization. That's nearly half. What does that tell you? People are looking for actual upward mobility, not empty promises about "future opportunities" that never materialize. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/12/data-src-image-913e0f6d-8683-43cf-86b2-a3f312dc22e4.png) Stagnant companies mean stagnant careers. If a company isn't growing, very likely there's nowhere for you to grow either. ## **Salary is not the most important factor** That’s not to say salary doesn’t matter at all, because of course it does. But data shows **20.5%** of marketers would rather take a slightly lower salary at a company with strong culture and real growth potential than chase the biggest number. That said, there's a difference between prioritizing culture over a marginal salary difference and accepting significantly below-market rates because a company seems a better fit culturally. # **The skills that'll keep you competitive** So, now we’ve got a sense of the factors that matter most at the time of applying, let’s look at the skills that'll keep you valuable as the industry evolves. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/12/data-src-image-3ef24f0c-7ecf-4d9e-b995-6528835db7d4.png) ## AI and tech proficiency are non-negotiable This is the top future skill marketers need, identified by **31.7%** of respondents. And it makes sense: **61.8%** of marketers already say AI makes them more efficient at their jobs. Now, before you panic thinking you need to learn to code, don’t worry. All you need is to be comfortable [piloting and experimenting with AI tools](https://www.cmoalliance.com/how-ai-is-reshaping-b2b-marketing-teams-and-strategy/) and thinking strategically about where they add value. But where are marketers using AI the most? Well, most marketers are currently using AI primarily for written content creation (**63%**). The real opportunity, however, is in becoming an "AI operator," someone who leverages these tools for research, automation, content variation, and analysis without losing the human touch that makes marketing actually work. According to Chloe Addis (Head of Marketing at Headley Media), “many roles will have a greater focus on prompt engineering, and the true skills will lie in interpretation of results/data and strategic application.” ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/12/Chloe-Addis.png) Clearly, human interpretation and analytical skills remain crucial. ## Creativity and soft skills are more valuable than ever As AI handles more of the generic stuff, human creativity becomes more valuable. Soft skills (including creativity, empathy, and strategic thinking) are the second most valued trait at **22%.** In fact, the data shows that **37%** of marketers expect an increased focus on storytelling and creativity as teams evolve over the next five years. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/12/data-src-image-a3bec93e-5341-437a-8dc4-6b46d48c5966.png) Why? [Because AI can churn out competent but generic content all day long](https://www.cmoalliance.com/in-the-age-of-ai-your-brand-is-your-only-true-advantage/). What it can't do is understand human emotion, create genuine connections, or tell stories that actually resonate. Your ability to think differently, understand what makes people tick, and create something that cuts through the noise—that's what keeps you relevant. That's what AI can't replace. Alberto Gerin (CMO at Modefinance) shared some insight into this combination of technical and human skills: > “The real opportunity is combining AI-powered personalization with first-party data and emotional intelligence, to make marketing feel not just relevant, but human. Pretty sure that the winners will be those who master both the technical architecture and the empathetic storytelling.” ## Cross-functional collaboration is the new normal Marketing isn't happening in a silo anymore. It's becoming more integrated with sales, product development, and other departments. In fact, **32.1%** of teams are moving in this direction. What does that mean for you? You need to be able to speak the language of other departments. You need to understand how your marketing connects to sales goals, product roadmaps, and overall business strategy. Roles are shifting toward being internal strategy functions, connecting dots across the organization and revealing meaning inside the company, not just broadcasting messages outside of it. Marketing doesn't work without resources. You can't create great content, run effective campaigns, and drive meaningful results with nothing but good intentions. # **Let's talk a bit about compensation** Though culture ranked highest in our report, salary plays a massive role in anyone’s career development. Here's what you need to know about competitive compensation in marketing right now. The most common base salary band for marketers is **$101,000 to $150,000** annually. That's your baseline for understanding whether an offer is in the ballpark. But that varies significantly based on several factors, which we'll break down. ## Company size and revenue Bigger companies generally pay more, but it's not just about employee count. It's also about revenue. Marketers at companies generating $2 billion or more in annual revenue earn a median salary of $190,000. That's substantially higher than smaller companies, and it makes sense. Larger companies have bigger budgets, more complex challenges, and typically more resources to pay competitive salaries. ## Industry makes a huge difference The truth is some industries just pay better than others. Jelle Boeser (Head of Brand and Digital Marketing at Royal Canin) explains the reality: “As marketing roles get more complex and more strategic, salaries will follow.” So, if your skills are transferable, it's worth looking at where the money is. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/12/data-src-image-d348d8ca-a115-4b82-901d-4ffaeb6b00d4.png) For example, market research tops the list with a median salary of **$285,500**. Companies really value data-driven insights that can shape strategy and give them a competitive edge. Computer and network security comes in second at **$175,000**, followed by public relations at **$170,000**. On the other end, industries like accounting (**$121,000**) and financial services (**$117,500**) pay less for marketing roles. Computer software, despite being one of the most common industries for marketers (17.7% of respondents work in this space), only has a median salary of **$120,000**. So don't assume tech companies automatically pay more. ### B2C vs. B2B Compensation Here's an interesting one: B2C roles have a higher median salary at $130,000 compared to B2B's $121,000\. Clearly, professionals who understand how to scale and optimize direct consumer engagement are in high demand. If you can find B2C roles that fit your experience, you're looking at a premium. The skills are often transferable, so it's worth considering. ## Experience level Your years of experience directly impact your earning potential, but not in a linear way. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/12/data-src-image-58ca0064-22d7-496e-9bec-023b93262181.png) The most dramatic salary jump happens between **15–19 years** of experience (median of $125,000) and **20–24 years** of experience (median of $223,000). That's nearly *double*. What's happening there? That's the point where marketers are typically stepping into executive roles or highly specialized positions. You're no longer just a senior team member. You're setting strategy, leading organizations, and your decisions have major business impact. Interestingly, compensation dips after 24 years. Professionals with **25–29 years** of experience report a median salary of $150,000, and those with **30+ years** drop to $100,000\. That's likely because many people at that stage are transitioning into retirement, taking part-time or advisory roles, or downshifting from high-pressure leadership positions. # **Finally, remember the market reality** The market is tough right now, and here's the reality: **41.5%** of marketers cite staffing limitations as one of their biggest barriers to achieving goals. As Heather Hurd from Zander Labs put it, "The best talent is willing to wait for that perfect fit, and those plummeting salaries are going to cost companies the amazing people who will really drive results." Translation: you don't have to settle. Companies need good marketers, and the smart ones know they need to treat their people right to keep them. ## **So, play to your strengths** If you're not advancing where you are, the problem might not be you. It might be the environment. Look for places that value what you bring to the table. Look for cultures where you can do your best work without fighting the system every single day. Look for teams that are going somewhere and want you to be part of that journey. At the end of the day, finding the right marketing role comes down to being honest about what you need and what you're worth. # **To wrap up** With burnout affecting more than a quarter of marketing teams and 47.6% of professionals already planning to leave their current organizations for better opportunities, the stakes are high. You can't afford to ignore culture in favor of a bigger paycheck or a more impressive company name. But culture alone isn't enough. You also need to think strategically about your skill development, especially around AI and tech proficiency. You need to find companies with real growth ambitions, and yes, you need fair compensation that reflects your experience and the value you bring. The good news? The framework for evaluating opportunities is straightforward. Ask the hard questions during interviews. Trust your gut when something feels off. Don't settle for roles that want you to be everything to everyone without the resources to succeed. And remember that the best talent can afford to wait for the right fit. Whether you're just starting your job search or you're in the middle of evaluating offers, keep these priorities in mind. Find a place that actually values what you bring to the table, a culture where you can do your best work, and a team that's going somewhere worth following. --- ## ***Want a clearer picture of where marketing is really heading?*** Our [Future of Marketing report](https://www.cmoalliance.com/future-of-marketing-2025-report/) cuts through assumptions with real data on budgets, priorities, challenges, and how AI is actually being used by marketers today. If you’re wondering what your peers are doubling down on, and what they’re shifting away from, it’s all in here. [Future of Marketing Report 2025 | Statistics and Salaries149-page write-up of everything marketing in 2025, including trends, budgets, salaries, AI, skills, and more. Download your free copy today.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--332.png)CMO AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Future_of_Marketing_Report_Meta_1-3.png)](https://www.cmoalliance.com/future-of-marketing-2025-report/) ### The challenges of leading marketing teams in 2026 URL: https://www.cmoalliance.com/the-challenges-leading-marketing-teams/ Last updated: 2025-12-11T15:44:08.000Z Ask any marketing leader what’s keeping them up at night in 2025, and the answer isn’t just budgets or performance targets. It’s people. Not just hiring them, but **sustaining, aligning, and keeping them from burning out** in an industry that has never demanded more. The [*Future of Marketing Report 2025*](https://www.cmoalliance.com/future-of-marketing-2025-report/) makes it clear: the human side of marketing is now the hardest part of the job. While technology, AI, and analytics dominate conversations, it’s the quieter internal struggles – misalignment, overwork, and coordination across teams – that ultimately decide whether results are achieved or lost. The 7 main challenges indicated in the report: 1. [Burnout](https://www.cmoalliance.com/the-challenges-leading-marketing-teams/#burnout) 2. [Misalignment](https://www.cmoalliance.com/the-challenges-leading-marketing-teams/#misalignment) 3. [ROI pressure](https://www.cmoalliance.com/the-challenges-leading-marketing-teams/#roi-pressure) 4. [Technology overload](https://www.cmoalliance.com/the-challenges-leading-marketing-teams/#technology-overload) 5. [AI adoption](https://www.cmoalliance.com/the-challenges-leading-marketing-teams/#ai-adoption) 6. [Privacy](https://www.cmoalliance.com/the-challenges-leading-marketing-teams/#privacy) 7. [Agility](https://www.cmoalliance.com/the-challenges-leading-marketing-teams/#agility) ## Burnout Among respondents who manage teams, [burnout](https://www.cmoalliance.com/what-is-burnout-and-how-you-can-prevent-it/) and overwork were the top concerns, cited by **25.9%** of leaders. While misalignment and lack of [cross-department collaboration](https://www.cmoalliance.com/using-ai-to-foster-collaboration-with-julia-goebel-cmo-at-komodo-health/) were also notable challenges, burnout stands apart because it is both a symptom and a signal. It reflects teams stretched beyond capacity to deliver more campaigns, more content, across more channels, all while under constant pressure to justify ROI. **Katherine Lehman, Fractional CMO at ReturnBear & Founder at KT Creativity,** puts it succinctly: > “Most marketing teams are stuck between proving ROI yesterday and building a long-term brand tomorrow. The real challenge? Leading both without burning out.” This dual-speed expectation (delivering immediate performance while nurturing a long-term brand) is driving exhaustion. Burnout is a personal issue that also has organizational consequences: - [Creativity](https://www.cmoalliance.com/balancing-ai-and-human-creativity-in-modern-marketing/) narrows, - [Experimentation](https://www.cmoalliance.com/the-60-million-tweak-creating-a-successful-culture-of-experimentation/) slows, and - [Messaging](https://www.cmoalliance.com/product-messaging-framework-template/) becomes predictable. Teams get tired, and the brand itself starts to lose energy and personality. The report also reveals that this is a global phenomenon: there were no significant differences between U.S. and international respondents. The burnout problem transcends geography, signaling a systemic challenge in modern marketing leadership. ## Misalignment Nearly **20%** of leaders cited [misalignment](https://www.cmoalliance.com/sales-and-marketing-alignment-boosts-revenue-generation/) within teams and a lack of collaboration with other departments as major challenges. Alignment is an emotional and strategic necessity. It provides team members with clarity about why their work matters and confidence about how it contributes to broader goals. **Jessica Ruffin, Director of Product Marketing**, emphasizes this: > “The biggest challenge isn't tools, it’s alignment. Building real collaboration across product, marketing, and sales takes time, but it’s where the most meaningful impact happens.” Without alignment, marketers spend energy constantly recalibrating, re-explaining, and defending their priorities. The resulting friction slows delivery and contributes directly to burnout. When priorities are unclear, teams lose belief, and creative output becomes transactional rather than inspired. ## ROI pressure Staffing limitations and difficulty measuring [ROI](https://www.cmoalliance.com/balancing-short-term-gains-and-long-term-brand-building-in-b2b-marketing/) emerged as the leading barriers to achieving marketing goals, cited by **41.5%** and **40.2%** of respondents, respectively. **Petr Hlousek, CMO at ALVAO**, describes the underlying issue: > “The biggest challenge? No strategy. When I join a company – whether it’s a 3-year-old startup or a 20-year-old firm – I often find the same thing: random tactics, no clear plan, and sometimes even the belief that ‘we don’t really need marketing.’ > “It sounds unbelievable, but it’s real. Founders focus on product and sales, and marketing gets added later… without direction. Fixing that (building a clear, focused strategy) is always step one.” In organizations where strategy is unclear, proving ROI becomes a never-ending exercise. U.S. marketers feel this even more acutely, with **41.7%** reporting ROI measurement as their top obstacle. Leaders are caught in a paradox: the more they try to prove impact, the less time they have to create it. Constant justification without clear direction erodes confidence, morale, and ultimately, the ability to innovate. ## Technology overload The report found that **40.6%** of marketers identified integration with existing systems as the biggest hurdle in [adopting new tools](https://www.cmoalliance.com/the-three-marketing-tools-i-couldnt-live-without-gaston-tourn/). It’s not the cost of software, or even the need for training – it’s the cognitive and operational burden of making everything work together. So, the biggest challenge in adopting new tech isn't buying it, it's making it work. Fragmented tech stacks and siloed data force teams to spend energy on maintenance instead of creativity. **Fractional CMO, Burak Yedek,** explains the impact: > “My challenges as a fractional CMO are: Too much data, too little direction. Marketing won’t suffer from a lack of intelligence; there's [AI](https://www.cmoalliance.com/ai-in-marketing-what-to-automate-and-skills-to-preserve-video/). It will suffer from an overflow of tactics without strategy and data without direction. And, of course, the user flow of AI and AI products. > “AI will tell us what’s trending, but not why it matters. Dashboards will flood us with numbers, but not with narrative. Teams will get lost in tools, not in thought. > “Brand growth doesn’t come from chasing what’s measurable — it comes from knowing what’s meaningful.” Marketing leaders now need to approach technology as a system, not a collection of isolated platforms. Integration, clarity, and workflow design matter as much as the tools themselves. The emotional cost of constantly adapting to new platforms is a driver of stress and misalignment just as much as operational inefficiency. ## AI adoption AI adoption has accelerated content creation and analytical capability, but it has also created a new challenge: sameness. **Chetan Baregar, Senior Director of Marketing at Recykal.com**, warns: > “Audience attention is scattered. Attribution is messy. And while AI is a great tool, it didn’t magically fix everything. In fact, it created a new challenge; most content now feels the same. Unless you guide it with real intent, AI ends up repeating the same trends, the same tone, the same ideas. > “Audiences are starting to notice too, and they can tell when something’s been written by a bot. If your content feels generic or irrelevant, it doesn’t just fall flat; it sends a message that you didn’t care enough to create something meaningful for them.” AI can produce output at scale, but it can’t generate meaning without human direction. As mentioned, Burak Yedek reinforces this point when he said: > “Marketing won’t suffer from a lack of intelligence… it will suffer from an overflow of tactics without strategy and data without direction.” For leaders, the challenge is to ensure AI is used to **amplify human insight**, not replace it. Teams need space to think critically, to decide what matters, and to preserve the [narrative](https://www.cmoalliance.com/how-to-create-brand-narratives-that-resonate-with-your-audience-2/) and emotional impact of campaigns. ## Privacy With **73.4%** of marketers reporting that [data privacy regulations](https://www.cmoalliance.com/building-brand-trust-in-a-new-era-of-data-privacy/) significantly impact strategy, these changes are shaping how marketers measure performance and engage audiences. While often seen as a limitation, privacy constraints can actually force teams to focus on **meaningful engagement over passive optimization**. **Paul Gray, Partner Marketing at Webflow**, explains: > “Traditional funnel metrics don’t apply when a product researcher is an LLM or autonomous assistant. We must rethink attribution, engagement, and how we create value at every digital touchpoint.” **Charlie Grinnell, Co-CEO at RightMetric**, highlights the opportunity: > “Most teams are looking inward, not outward. The real breakthroughs live outside your own four walls.” Data privacy is a reminder that marketing thrives on human insight, not just digital traces. Leaders who embrace this can encourage teams to focus on creativity, audience empathy, and meaningful brand experiences rather than purely on measurable clicks and conversions. ## Agility [Social media trends](https://www.cmoalliance.com/maximizing-your-social-medias-effectiveness/), real-time campaigns, and evolving customer behaviors require speed. But speed alone isn’t enough. Agility depends on trust, clarity, and reduced friction. **Gaby Carmichael, Director of Marketing at MSIG USA**, explains: > “To perform on social media, you have to bite quickly - and not let trends expire.” But teams can only act decisively if they know the strategy, trust leadership, and feel psychologically safe to take smart risks. Approval bottlenecks, unclear priorities, and constant reorientation are what truly slow teams down, not the lack of speed itself. ## Leadership in 2026: Protecting meaning, not just output Across all the findings, one truth emerges: modern marketing leadership is about **human sustainability**. Burnout, alignment issues, tech fatigue, AI overload, and ROI pressure are all symptoms of a deeper challenge – ensuring that people can create, think, and lead without losing energy or purpose. Leaders have now become less focused on being the executors of strategy. They now must focus on being custodians of clarity, guardians of creative energy, and architects of emotionally sustainable work environments. **Katherine Lehman** captures the leadership opportunity: > “Sometimes hiring a fractional for outside perspective can change your whole outlook and get the gears moving again.” It’s important to create **space for thought, reflection, and alignment**, protecting the team from unnecessary friction and ensuring every action connects to a meaningful outcome. As **Burak Yedek** notes: > “Brand growth doesn’t come from chasing what’s measurable – it comes from knowing what’s meaningful.” ## Conclusion Marketing today is inundated with AI insights, dashboards, and privacy rules. The challenge lies in guiding teams through complexity without losing creativity, alignment, or purpose. CMOs must focus on: - Fewer tools, more clarity - Fewer dashboards, more narrative - Reduced approvals, more trust - Shifting from output to meaning Marketing is a human discipline. Numbers, technology, and AI can accelerate work, but they cannot replace the human judgment, intention, and care that create enduring impact. In 2026, leadership is less about managing tasks and more about **protecting the people who make strategy come alive**. When teams are cared for, aligned, and empowered, both creativity and performance flourish. When they are not, no amount of data, automation, or dashboards can save the brand. The future of marketing leadership is in **holding space for meaning, clarity, and human energy**. That is how brands grow, teams thrive, and work becomes not just output, but impact. ### Chief Marketing Officer Summit | London 2025 URL: https://www.cmoalliance.com/chief-marketing-officer-summit-london-2025-2/ Last updated: 2025-12-08T15:37:47.000Z Catch up with all the action from CMO Summit London 2025. Discover best practices and take away proven tactics from marketing experts from the likes of S&P Global, The Financial Times, Apex Group & more. _This post is for paying subscribers only._ ### Product launch post-mortem template URL: https://www.cmoalliance.com/product-launch-post-mortem-template-framework/ Last updated: 2025-12-17T10:28:39.000Z [Launching a product](https://www.cmoalliance.com/everything-a-cmo-needs-to-know-about-product-launches/) is a huge effort, but the real magic happens after the dust settles. That’s when you reflect, analyze, and uncover the lessons that will make your next launch even better. Our product launch post-mortem template is designed to help you do just that –systematically review your launch, celebrate wins, pinpoint challenges, and refine [your go-to-market (GTM) strategy](https://www.cmoalliance.com/one-size-fits-most-approach-to-gtm-strategy/) for future success. ## What is a product launch post-mortem template? A product launch post-mortem template is a structured framework that helps you and your team evaluate a [launch after it goes live](https://www.productmarketingalliance.com/how-to-ensure-product-launch-success-by-utilizing-the-post-launch-stage/). By analyzing key metrics, gathering feedback from cross-functional teams, and assessing market responses, you gain actionable insights to improve future launches. This template guides you through the process of reviewing what worked, what didn’t, and why, so you can optimize your approach and avoid repeating past [mistakes](https://www.cmoalliance.com/shocking-divide-between-media-strategy-and-execution/). ## Who is it for? This template is ideal for: - **Marketers** looking to refine [messaging](https://www.cmoalliance.com/more-than-just-talking-messaging-and-positioning/) and GTM strategies - **Product managers** who want to improve launch execution - **Sales and customer success teams** tracking post-launch performance - **Engineering teams** reviewing technical challenges and learnings - **Leadership teams** making strategic decisions based on launch outcomes Whether you’re part of a [startup](https://www.cmoalliance.com/startup-cmos-what-do-they-have-in-common/) or a large enterprise, this template ensures all stakeholders have a voice in the post-launch evaluation process. ## How to use the template 1. **Gather your team** – Bring together key players from marketing, product, sales, engineering, and customer support. 2. **Review** [**launch metrics**](https://www.productmarketingalliance.com/product-launch-metrics-you-cant-ignore/)**:** Analyze performance against goals, including revenue, adoption rates, and customer feedback. 3. **Identify successes:** Highlight what worked well, from messaging and timing to team collaboration. 4. **Pinpoint challenges:** Document obstacles and uncover root causes to improve future launches. 5. **Collect feedback:** Gather insights from both customers and internal teams to get a 360-degree view. 6. **Define next steps:** Outline immediate actions, process improvements, and strategies for future launches. By consistently running post-mortems, you create a culture of learning, improve cross-functional collaboration, and set the stage for even more successful launches. ## Download your product launch post-mortem template ![product launch post-mortem template](https://www.productmarketingalliance.com/content/images/2025/01/Product-launch-post-mortem-template.png) [Product launch post-mortem templateProduct launch post-mortem template.pdf83 KBdownload-circle](https://www.productmarketingalliance.com/content/files/2025/01/Product-launch-post-mortem-template.pdf "Download") [Product launch post-mortem templateProduct launch post-mortem template.docx1 MBdownload-circle](https://www.productmarketingalliance.com/content/files/2025/01/Product-launch-post-mortem-template.docx "Download") [Product launch post-mortem templateProduct launch post-mortem template A product launch post-mortem is a critical step in refining your go-to-market strategy. This template is designed to help you and your colleagues review the entire launch process, identify what worked well, and uncover areas for improvement. By systematicall…![](https://www.productmarketingalliance.com/content/images/icon/kix-favicon-2023q4-54.ico)Google Docs![](https://www.productmarketingalliance.com/content/images/thumbnail/AHkbwyIiPY5hAz94KP1LZG_2_SXXM8lxetw-fqpg645C8q6vScKKCaYZetradUUv0JalHnAq9C-dk7HcpzJhlcAK3qqAn3eZcDke4hxrkzs3mBz8HraKuwm8-w1200-h630-p)](https://docs.google.com/document/d/1nFcyAj8ox79EeUWZf4xlYoNln-BPphVTH-ozqYTTV3c/edit?usp=sharing) _This post is for paying subscribers only._ ### How to drive excellence through empathetic leadership URL: https://www.cmoalliance.com/how-to-drive-excellence-through-empathetic-leadership/ Last updated: 2025-12-05T15:00:56.000Z I want to start by sharing a short video that, to me, captures what [leadership](https://www.cmoalliance.com/leadership-skills-you-should-develop-to-enter-the-c-suite/) is all about. This scene is from *Hidden Figures*. In the movie, set during the age of segregation in the USA, NASA’s black employees had been forced to walk half a mile just to use the restroom. Finally, the director of the Space Task Group snaps and destroys the segregated bathroom sign so everyone can use the same facilities. For me, that moment reflects the heart of [great leadership](https://www.cmoalliance.com/ten-tips-to-uplevel-your-leadership/). It’s about seeing people, understanding their experience, and having the conviction to do something about it. That brings us to the focus of this article: how you build a culture of excellence that’s grounded in both accountability and empathy. Together, these two elements create an environment where people perform at their best and feel supported while doing it. Here’s what we’ll explore: - How relationships, not power, drive effective leadership - Why balancing empathy and accountability is essential - Practical ways to lead with authenticity, transparency, and courage - Tips for building trust, collaboration, and a high-performing team culture - How to measure success – both the human and business kind ## Why relationships matter more than power That idea of leading with humanity also connects to one of my favorite books, *Radical Candor*. At its core, the book reminds us that great leadership isn’t about authority, titles, or hierarchy — it’s about relationships. Kim Scott talks about how “relationships, not power, drive you forward,” and that message has stayed with me throughout my career. [![Relationships, not power, drive you forward – Radical Candor](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/12/data-src-image-68913347-eac5-453c-ba33-7911d7dd4774.png)](https://www.cmoalliance.com/how-to-drive-excellence-through-empathetic-leadership) Many years ago, I attended a workshop that introduced the idea of personal power versus positional power. Your title, [budget](https://www.cmoalliance.com/where-are-marketing-budgets-being-spent/), and role come with authority, a.k.a. positional power. However, *real* leadership comes from personal power – the respect, trust, and admiration people have for you, regardless of what’s printed on your business card. At 22, that concept felt abstract. Today, it couldn’t be clearer. What people feel for you as a leader, how you inspire them, and how well you connect with your team ultimately determine how effectively you move the business forward. I’ve had team members who would do anything for me, and it’s always stemmed from genuine relationships. One of my favorite examples goes back to my HP days. The company was splitting into two, and I wanted a young marketer in Canada to join my part of the business. On paper, I had zero credibility at the time, so my pitch was simple: the next time you’re in the Bay Area, I’ll cook you an amazing Indian meal. And guess what? It worked. Since then, every time he’s in my area, he comes over for a meal. That whole team from 2015 is still together on WhatsApp. We celebrate birthdays with the most toneless rendition of “Happy Birthday” imaginable – my husband always covers his ears – and we’ve become a family. Those relationships have shaped who I am as a leader. For expert insights like this straight to your inbox twice a month, sign up for Pro+ membership. You'll also get access to a range of certifications, a complimentary Summit ticket, 50+ tried-and-true templates, members-only workshops, and **much* more. So, what are you waiting for? [Fast-track your marketing career ](https://www.cmoalliance.com/pro-plus-membership/?utm%5Fsource=ghost&utm%5Fmedium=resources&utm%5Fcampaign=content) ### The limits of being nice Now, as much as I believe in building relationships, I also believe it’s not enough for people to simply love what they do and love who they work with. If you create that environment but fail to achieve results, it’s not just pointless – it’s dangerous. [!["It’s not enough to create a culture where people love what they do and love the people they work with. If you do all this without achieving results, it’s not just pointless, it’s dangerous." – Radical Candor](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/12/data-src-image-054c234b-5bd7-42d5-a85f-83b787953b52.png)](https://www.cmoalliance.com/how-to-drive-excellence-through-empathetic-leadership) I once had someone from NVIDIA join my team. Three months in, she told me, “You guys are just too nice. Why don’t you ever tell the truth? Why don’t you call out bad work?” That feedback stuck with me. It made me realize how important it is to balance respect with honesty. You can be kind and still deliver clear, direct feedback that helps someone reach their full potential. If we create a culture of niceness – fun team moments and home-cooked meals included – but don’t hold people accountable, we fail them and the business. Respectful, truthful feedback is essential. It’s how we help people grow and ensure we’re collectively driving toward excellence. ### Accountability without empathy doesn’t work On the other side of the spectrum, when you focus only on accountability – the deadlines, the deliverables, the constant drumbeat of *I need to get this done* – leadership becomes purely transactional. And when that happens, you create a culture rooted in fear and disengagement. [![ACCOUNTABILITY WITHOUT EMPATHY CREATES FEAR AND DISENGAGEMENT](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/12/data-src-image-b557092b-a4cf-4ef0-965e-35186e7d7831.png)](https://www.cmoalliance.com/how-to-drive-excellence-through-empathetic-leadership) That’s when you start to see high turnover. People leave. The energy shifts. Negativity creeps in. So you can’t have a culture that’s all sweetness and positivity, but you also can’t build one that revolves solely around results and output. Somewhere in the middle is the real work – learning to balance accountability with [empathy](https://www.cmoalliance.com/the-power-of-empathetic-leadership-of-a-brand/). ## How I balance accountability with empathy as a marketing leader There isn’t a ready-made formula for this, but I’m going to walk through what I’ve learned. It may not work for everyone, but it’s how I’ve found my own equilibrium. ### Create a safe space for authenticity In her [presentation at the CMO Summit](https://www.cmoalliance.com/cmo-summit-san-francisco-2025-ondemand-2/?wchannelid=48te9eyjn2&wmediaid=2zcuz3kjrk), Monica Kumar talked about giving up on perfection and embracing who she really is. I love that. Authenticity can’t just be a bullet point on a slide. You have to show up as yourself and create a safe space where your team can do the same. They should feel comfortable speaking freely, even if what they want to say challenges your thinking. [![How to balance accountability with empathy as a marketing leader: Be authentic, Be vulnerable, Be transparent and direct, Create a safe space, Get your hands dirty, Establish a culture with your team, Use humor and tell stories, Build personal bonds](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/12/data-src-image-93f4faaa-324a-4fb9-a954-495d6e20ed60.png)](https://www.cmoalliance.com/how-to-drive-excellence-through-empathetic-leadership) I once went to an Aspen Institute program where I heard a story that stuck with me. A newly married couple goes to visit the wife’s parents. The in-laws decide they *must* entertain their new son-in-law, so they plan a trip to the county fair. They know the fair is awful, but they feel obligated. The daughter doesn’t want to go either, but she thinks she needs to respect her parents’ effort. The husband doesn’t want to go but feels he should go because the in-laws planned it. *Nobody* wants to go to the county fair, and yet nobody speaks up. That story has stayed with me because I never want my team to go to the figurative county fair simply because they’re afraid to say they don’t want to. I want them to feel safe saying, *This doesn’t feel right* or *There’s a better way to do this*. Creating that kind of psychological safety is foundational. _This post is for paying subscribers only._ ### Inside the strange middle ground of B2B2C [Video] URL: https://www.cmoalliance.com/inside-the-strange-middle-ground-of-b2b2c-video/ Last updated: 2025-12-04T11:34:57.000Z --- --- ### 2026 projections: Three forces that will reshape every CMO’s playbook URL: https://www.cmoalliance.com/2026-projections-three-forces-that-will-reshape-every-cmos-playbook/ Last updated: 2025-12-04T10:00:10.000Z 2024 was the year of experimentation. 2025 was the year of acceleration and exhaustion. But 2026 will be the year marketing finally stops reacting and starts **deciding**: Deciding [what authenticity means in a world polished by algorithms.](https://www.cmoalliance.com/authenticity-and-organizational-change-in-the-age-of-ai/) Deciding where AI accelerates value and where it quietly erodes it. Deciding what brand stands for when content becomes infinite. And deciding, perhaps most importantly, what the marketing profession is becoming. After working closely with CMOs, founders, and GTM leaders throughout the past two years, three shifts stand out as the ones that will shape our industry in 2026. ## **1\. Executive-led marketing becomes a strategic imperative** For years, brands relied on polished campaigns, controlled messaging, and corporate-safe narratives. That era is ending. Declining trust in traditional communications, rising expectations for transparency, and the collapse of organic reach are pushing brands to humanize themselves, fast. This is why executive-led marketing will become a central growth engine in 2026. A growing body of research shows that audiences trust executives more than brands: [Edelman continues to report a widening trust gap](https://www.edelman.com/insights/brands-culture-2025?utm%5Fsource=chatgpt.com), while [LinkedIn data](https://www.refinelabs.com/article/personal-linkedin-engagement-vs-company-page?utm%5Fsource=chatgpt.com) shows that content published by leaders earns [substantially higher engagement](https://business.linkedin.com/talent-solutions/recruiting-tips/thinkinsights/lead-engagement-growth-on-linkedin?utm%5Fsource=chatgpt.com) (3-5× times more) than content published by company pages. The shift is structural. Buyers want to learn from the people who shape decisions, not from the teams that package them. CMOs will increasingly operate as executive coaches, guiding CEOs in expressing vision, helping CTOs demystify product decisions, enabling CROs to translate GTM strategy into narrative, and distributing influence across the leadership team instead of concentrating it in a single “brand voice.” ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/12/The-new-cmo.png) This is not personal branding for show. It is a reallocation of trust, one that creates a strategic moat performance channels cannot replicate. ## **2\. AI evolves from a toolset into a GTM operating system** The past two years have been defined by tools: ChatGPT, Gemini, Claude, Midjourney, Perplexity, with new ones appearing almost weekly. Marketers experimented with everything. But adopting tools is not the same as transforming operations. In 2026, AI shifts from a productivity booster to the infrastructure of the modern go-to-market engine. Industry research shows that marketing is becoming one of the fastest adopters of GenAI. Salesforce reports that[ **63% of marketers already use or experiment with GenAI**](https://www.salesforce.com/news/stories/marketing-trends-ai-data/?utm%5Fsource=chatgpt.com), and SEO.com [**finds the same share**](https://www.google.com/url?q=https://www.seo.com/ai/marketing-statistics/&sa=D&source=docs&ust=1764275499845720&usg=AOvVaw2lpRY2ouHjL%5FKTk4MKKJ0p) using it to optimize web and social content. HubSpot similarly shows that [**over half of marketers rely on GenAI to create social media posts**](https://www.google.com/url?q=https://blog.hubspot.com/marketing/ai-in-content-marketing&sa=D&source=docs&ust=1764275499846191&usg=AOvVaw2RI%5FuauJiI3uA4Fx-p8qoE). At the enterprise level, McKinsey notes that [**75% of organizations have integrated GenAI** ](https://www.mckinsey.com/capabilities/quantumblack/our-insights/the-state-of-ai?utm%5Fsource=chatgpt.com)into at least one major function, most often marketing, sales, and product. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/12/AI-adoption-stats.png) As AI centralizes insights and workflows across these functions, the traditional GTM silos begin to dissolve, giving way to a more unified and efficient operating model. This evolution forces companies to confront a new operational question: **Where does the marketer end, and where does the AI begin?** This should be treated not as a philosophical exercise, but as a practical one. What should be automated? What demands human judgment? Which creative tasks lose meaning when optimized? Which becomes more powerful when augmented? This tension, between acceleration and intention, is what will define the year ahead. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/12/Thought-leadership-how-to.png) ### **AI-less Tuesday: Protecting the muscles AI can’t replace** Borrowing inspiration from *Meatless Monday*, which helped millions improve their health with a simple weekly boundary, some marketing teams are adopting a practice designed to protect a different kind of health, creative health. **“AI-less Tuesday”** is a weekly ritual where teams pause all generative support. No AI drafts, no AI optimization, no AI ideation. Just thinking and writing. Judgment and instinct. The human muscles that atrophy when they’re never used. This practice is not anti-AI. It is pro-human. It sharpens originality, strengthens narrative intuition, and preserves the creative edge that automation quietly erodes. Whereas AI becomes the backbone of GTM operations, AI-less Tuesday becomes the counterbalance, a reset that makes the rest of the week stronger. Teams that embrace this duality, disciplined human creativity and high-velocity AI, will outperform those that let automation become the default. ## **3\. Branding returns as the central competitive advantage** Performance dominated the past decade. Then AI accelerated content creation so dramatically that content lost its scarcity and with it, its power. [Gartner](https://www.gartner.com/en/newsroom/press-releases/2025-10-21-gartner-unveils-top-predictions-for-it-organizations-and-users-in-2026-and-beyond?utm%5Fsource=chatgpt.com) predicts that by 2026, [80% of digital content will be AI-generated.](https://www.gartner.com/en/newsroom/press-releases/2023-10-11-gartner-says-more-than-80-percent-of-enterprises-will-have-used-generative-ai-apis-or-deployed-generative-ai-enabled-applications-by-2026?utm%5Fsource=chatgpt.com)When everything becomes infinite, differentiation evaporates. This is why branding, real branding, becomes the core strategic advantage again. Not logos, taglines, or refreshes.But brand as emotional architecture.Brand as meaning.Brand as the human signal in a sea of algorithmically optimized sameness. Audiences will gravitate toward anything that feels handcrafted, imperfect, emotionally charged, or culturally honest. The brands willing to introduce friction, tension, surprise, conviction, vulnerability - will cut through, while those that embrace AI-polished safety will fade into homogeneity. CMOs will need to make deliberate choices: - Where should AI scale the brand? - Where must the brand intentionally slow down and remain human? - What stories lose power when automated? - What stories gain power when amplified? The companies that learn to toggle between human resonance and machine-scale execution will build the strongest advantage in the next decade. # **To wrap up** 2026 belongs to human-led, AI-accelerated companies. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/12/Tomer-Zuker.png) Together, these projections reveal a profession undergoing a structural shift.Marketing is expanding beyond its historical role and becoming the operating system that connects leadership, narrative, technology, and emotion. AI will not replace marketers. But marketers who rely solely on AI will slowly replace themselves. 2026 is the moment to sharpen the human craft, master the machine, and design organizations that thrive at the intersection of both. The future belongs to the companies, and the CMOs, who get this balance right. --- ## ***Want a clearer picture of where marketing is really heading in 2025?*** Our [Future of Marketing report](https://www.cmoalliance.com/future-of-marketing-2025-report/) cuts through assumptions with real data on budgets, priorities, challenges, and how AI is actually being used by marketers today. If you’re wondering what your peers are doubling down on, and what they’re shifting away from, it’s all in here. [Future of Marketing Report 2025 | Statistics and Salaries149-page write-up of everything marketing in 2025, including trends, budgets, salaries, AI, skills, and more. Download your free copy today.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--329.png)CMO AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Future_of_Marketing_Report_Meta_1-2.png)](https://www.cmoalliance.com/future-of-marketing-2025-report/) ### In the age of AI, your brand is your only true advantage URL: https://www.cmoalliance.com/in-the-age-of-ai-your-brand-is-your-only-true-advantage/ Last updated: 2025-12-03T12:37:25.000Z After 15 years in marketing, from user acquisition at companies like 888 and Wix.com to leading teams at startups like Mesh Payments, I’ve seen our field evolve. Now, as VP of Marketing at OX Security, I’m navigating what might be our biggest shift yet: the rise of AI. The buzz is everywhere, and so is the uncertainty. What does the[ future of marketing](https://www.cmoalliance.com/future-of-marketing-2025-report/) look like? How do we build our teams? Where should we, as leaders and practitioners, focus our efforts? I believe the answer lies in a paradox: as technology automates more of our work, our most human qualities (creativity, strategic thinking, and the ability to build a powerful brand) become our greatest assets. ## **Rethinking the marketing team for an AI-powered world** When building my new team at OX Security, I knew I couldn't just fill traditional roles. The potential of AI to accelerate our work was too great to ignore. This led to the creation of a new position that, at first glance, looks completely different from a typical growth marketing role: the Vibe Growth Marketer. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/12/Idan-Gol.png) I have to give a shout-out to my CEO for going with me on this. It was a new concept, but one I felt was essential for our future. ### **What is a vibe growth marketer?** I see the Vibe Growth Marketer as the glue holding our AI strategy together. This person works across the entire marketing department – with content, creative, demand gen, and marketing operations – to ensure we are implementing AI-powered workflows everywhere we can. It’s about more than just using the latest AI tools. It’s about having someone dedicated to sitting down, understanding the unique challenges of each function, and building the automations and experiments that will help us grow faster. This person’s job is to make everyone else’s job more efficient and impactful by leveraging the full power of AI. ### **Why a dedicated AI role is necessary** [Most marketing teams aren't structured for deep AI adoption yet.](https://www.cmoalliance.com/ai-adoption-paradox/) We see individuals using ChatGPT for content ideas or Midjourney for images, but it’s often happening in silos. It’s not a cohesive, top-down strategy. A lot of this comes down to KPIs. If your demand gen manager is on the hook for a lead number, they don’t have three months to pause and build a complex AI workflow, even if it would pay dividends later. That's why we needed someone whose dedicated mission is to build that infrastructure in the background, seeing the opportunities everywhere and [connecting the dots for the entire team.](https://www.cmoalliance.com/building-marketing-teams-in-the-age-of-ai/) ## **The skills that matter most in the AI era** So, with AI poised to automate so much, [what skills should marketers focus on developing](https://www.cmoalliance.com/ai-in-marketing-what-to-automate-and-skills-to-preserve-video/)? Where should we put our weight to not just survive, but thrive? I believe the path forward requires us to double down on the things machines can't do. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/12/Two-key-skills.png) ### **Human connection is non-negotiable** First, AI is not here to replace human connection. In fact, I see the opposite happening. The demand for in-person events, executive dinners, and face-to-face meetings is only growing. [People crave genuine interaction](https://www.cmoalliance.com/authenticity-and-organizational-change-in-the-age-of-ai/). As marketers, understanding how to facilitate and integrate that human connection into your strategy is more important than ever. ### **Creativity and strategy will set you apart** Second is the creative and strategic aspect. AI can generate five campaign ideas, but they will likely be the five most common and generic ideas. It can write a blog post about AI, but it won't have a unique voice or a truly innovative angle. Your ability to be the brain behind the operation, to have good taste, to connect the dots, and to define a unique strategy, is what will help you break through the noise. If you just let AI do its thing, your marketing will become generic. And being generic is the enemy of success. You still need a human behind the wheel to say, "This speaks to my customer," or "This is the emotion I want to evoke." That strategic oversight is irreplaceable. ## **The cautionary tale of moving too fast** We’re already seeing companies learn this lesson the hard way. A few months ago, Klarna made headlines for replacing a large portion of its customer success team with an AI chatbot. It was a bold move, positioned as a step into the future and likely a play for positive PR in the eyes of investors. But it didn't work. They soon found themselves rehiring for those same roles. What can we learn from this? Two things, I think. First, the technology isn't fully there yet. We can't just swap out entire teams for AI and expect business as usual. The evolution will take time. Second, in roles where the human element is super strong, like customer success, the risk of automation is incredibly high. When you remove that human touch, you risk churn and damage your brand. The Klarna case is a classic example of what happens when you prioritize being first over being smart. A gradual approach, with pilots and testing, is a much safer bet. ## **How to future-proof your marketing career** With all this change, the question on everyone’s mind is: how do I future-proof my career? It’s a valid fear, but I’m optimistic. I believe the path is clear, and it revolves around becoming the kind of marketer AI can augment, not replace. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/12/Save-your-career-.png) ### **Master the art of** [**storytelling**](https://www.cmoalliance.com/storytelling-marketing-framework-template/) You can’t just tell an AI, "Create a groundbreaking story that fits our unique company, resonates with our specific customer pain points, and has never been told before." That's a human skill. The ability to interview customers, understand their emotional drivers, and weave their pain points and your solution into a simple, compelling narrative is invaluable. This is where you should invest your time. Learn what makes a good story. Learn what makes a good brand. ### **Become a student of brand** With the noise from AI-generated content only getting louder, brand is the one thing that will allow you to stand out. Think about the most powerful brands. When Steve Jobs returned to Apple, the first thing he did was launch the "Think Different" campaign. He knew that to win, Apple needed more than good products; it needed a powerful brand that people could connect with emotionally. That’s your job now. Understand what makes a brand resonate. Whether it’s embedding yourself in a culture like Liquid Death did with extreme sports and lifestyle, or simply finding a unique way to talk about your product in a crowded B2B market, your brand is your ultimate differentiator. The advantage that large companies once had, the ability to produce massive amounts of content, is shrinking. Now, anyone can use **AI marketing tools** to scale production. But not everyone can build a brand that people love and trust. Those who can will be the winners. ### **Stay curious and adaptive** Finally, you have to be more adaptive than ever. Stay on top of the **best AI tools** and trends in your specific domain. If you’re in marketing operations, for example, your world is already becoming highly automated. You must lean into the technical side of things to stay relevant. You could even become the core of the company, automating work that was once done by entire SDR teams. The key is to build judgment. AI operates on inputs; it doesn't have true judgment. By staying close to your customers, understanding the market, and focusing on creative strategy, you develop the judgment that allows you to steer the ship. The rise of AI isn't the end of marketing; it's a clarification of what's always been most important. It’s the rise of the brand builder, the storyteller, and the strategist. It’s a return to the human side of what we do. And honestly, I find that incredibly exciting. --- *Join our* [*Slack community*](https://www.cmoalliance.com/join-the-community/) *to get access to top CMOs all over the world, ask your most pressing questions, get inspired by success stories, and so much more.* [Community | CMO AllianceReady to connect with CMOs and top-level marketing executives all over the world? Join our community for an exclusive space for CMOs to network, share experiences and insights, and seek advice directly from other CMOs.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--330.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Meta_Image_Template-2-21.png)](https://www.cmoalliance.com/join-the-community/) ### CMO Awards 2025: Your winners URL: https://www.cmoalliance.com/cmo-awards-2025-your-winners/ Last updated: 2025-12-02T09:14:34.000Z After an inspiring wave of nominations and a rigorous review process, we’re excited to reveal the winners of the **Chief Marketing Officer Awards 2025**! These visionary leaders have distinguished themselves through strategic excellence, bold ideas, and transformative impact across the marketing landscape. Each honoree has not only excelled within their category but has also pushed the boundaries of what’s possible for modern marketing leadership. Join us in celebrating the innovation, influence, and dedication of this year’s award recipients - an exceptional group of CMOs shaping the future of our industry. ## **CMO of the Year** [George Danifeld](https://www.linkedin.com/in/ionutdanifeld/), CMO at TRAPO has won CMO of the Year. As CMO of TRAPO, he’s transformed the brand from a fast-growing regional player into a global D2C force through informed strategy, creative innovation, and operational discipline. His leadership fueled 3× YoY revenue growth, expanded TRAPO into major markets across ANZ and the U.S., and launched standout products like the i-Sight Dashcam series. By unifying teams, elevating performance marketing, and building a scalable global ecosystem, George has played a key role in TRAPO’s trajectory today. His vision, execution, and commitment to sustainable growth make him a standout recipient of the CMO of the Year award. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/12/George-Danifeld_-WINNER.png) ## **Brand Marketing Leader of the Year** [Alberto Gerin](https://www.linkedin.com/in/albertogerin/), CMO, Head of Product Marketing at Modefinance, a TeamSystem company has won Brand Marketing Leader of the Year. Known for elevating Modefinance from a fast-growing fintech to a globally recognized competitor, he’s built and led a high-performing, multicultural marketing team that delivers measurable impact. Under his strategic direction, the brand expanded worldwide, achieved 35% YoY growth, launched category-defining products like Rating-as-a-Service, and secured major international partnerships. By blending creativity with analytical rigor, Alberto has reshaped Modefinance’s global presence and inspired teams across markets. His steady leadership, customer-first mindset, and commitment to meaningful innovation make him a standout recipient of the Brand Marketing Leader of the Year award. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/12/Alberto-Gerin_-WINNER.png) ## **Content Marketing Leader of the Year** [Julie Dam](https://www.linkedin.com/in/juliedam/), Senior Director, Global Communications at Grafana Labs has won Content Marketing Leader of the Year. As the force behind Grafana’s Content, Communications, and Customer Marketing teams, she has built a unified storytelling engine that elevates customer voices, amplifies brand impact, and strengthens Grafana’s position in the observability space. Her strategic vision has guided the company’s messaging for six years, driving initiatives like the State of Observability report, a major rebrand, and a steady cadence of high-value content across every channel. By empowering her team to take bold creative risks and collaborate with clarity, Julie continues to inspire industry-leading work - making her an ideal choice for the Content Marketing Leader of the Year award. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/12/Julie-Dam_-WINNER.png) ## **Marketing Team of the year** [Sittercity](https://www.sittercity.com/), a Bright Horizons Company, has won Marketing Team of the Year. This small but mighty group of six multi-disciplinary marketers transformed a 20-year-old brand into a modern, AI-powered growth engine, driving measurable results across awareness, acquisition, and retention. Over the past year, they achieved record corporate revenue growth, improved marketing efficiency by 30%, boosted engagement, and re-energized the brand with authentic storytelling celebrating caregivers and families. Through creativity, data-driven innovation, and cross-functional collaboration, Sittercity’s team has redefined what a lean, passionate marketing team can achieve - making them a standout recipient of Marketing Team of the Year. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/12/Sittercity_-WINNER.png) --- ### **Thank you to our nominators** We’re so grateful to everyone who cast their votes in this year’s Chief Marketing Officer Awards. There were so many worthy winners, and narrowing it down was no easy task. We invite you to give one more round of applause for this incredible lineup of champions. The talent in marketing leadership right now is nothing short of extraordinary, and celebrating it is more important than ever - we’re beyond thrilled to shine a spotlight on the Marketing leaders redefining the game. --- Want to stay up to date with our winners, and more? First thing’s first, be sure to connect with all our winners and finalists on LinkedIn to congratulate them on their awesome work. And if you want to stay up-to-date on all the latest in the marketing space, network with these fantastic finalists, and meet even more of your peers, then the [CMO Alliance Slack](https://www.cmoalliance.com/join-the-community/) community is for you! ### Chief Marketing Officer Summit | Chicago 2025 URL: https://www.cmoalliance.com/chief-marketing-officer-summit-chicago-2025-2/ Last updated: 2025-12-17T10:45:17.000Z Catch up with all the action from CMO Summit Chicago 2025. Discover best practices and take away proven tactics from marketing experts from the likes of Nokia, SavATree, Sotheby's & more. _This post is for paying subscribers only._ ### AI in mobile advertising: Trends, tools, and compliance URL: https://www.cmoalliance.com/ai-in-mobile-advertising-trends-tools-and-compliance/ Last updated: 2025-11-27T12:00:04.000Z Mobile advertising is now the backbone of the [digital advertising](https://www.cmoalliance.com/the-importance-of-personalization-in-digital-marketing/) industry. Consumers increasingly spend most of their time on smartphones, and advertisers have inevitably followed suit. In fact, [worldwide spending](https://sqmagazine.co.uk/mobile-advertising-statistics/#:~:text=,231%20billion%20in%202025) on mobile advertising has reached staggering proportions – $402 billion in 2024, set to rise further to **$447 billion** in 2025, constituting well over **56%** of the total advertising spend in the digital space. The Asia Pacific market leads with a massive **$231 billion** in 2025, while North America trails with **$164 billion** in the same year. Meanwhile, [consumer expectations continue](http://mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying) to soar, with **71%** now calling for personalized experiences, while **76%** feel frustrated if that’s not what they get. Such high volumes in the mobile advertising space, combined with rising consumer expectations, bring the spotlight to one major industry tech trend: [**artificial intelligence**](https://www.cmoalliance.com/ai-adoption-paradox/). ## Current uses of AI in mobile ads Machine learning (ML) solutions already play a role in nearly all aspects of the [mobile advertising](https://www.cmoalliance.com/mobile-marketing-tactics/) chain. Let’s take a look at some of the most common applications. ### AI in mobile ad targeting In the realm of [targeting](https://www.cmoalliance.com/what-is-targeting-in-marketing/), user behaviour patterns related to app usage, website visits, geographic information, demographics, and first-party information are used to predict the individuals marketers will be most likely to reach. AI-based demand-side platforms (DSPs), for example, use deep learning techniques to predict the likelihood of an ad click even before the ad is shown. This form of targeting allows the marketer to [allocate budget](https://www.cmoalliance.com/where-are-marketing-budgets-being-spent/) to the most promising audiences, boosting overall performance. Big data also enables real-time auction bidding based on multiple factors at once – device type, time spent in other apps, and even in-app purchase events, all of which play a critical role in advertising algorithms. ### AI for personalization Another important usage scenario is [personalization](https://www.cmoalliance.com/personalization-in-marketing-automation/). AI-powered dynamic creative optimisation (DCO) combines ad creative components based on each user's profile. Thousands of unique versions of the same marketing campaign can be created, swapping pictures, headlines, and offers based on age group, geo, in-app activity, and device model. For example, a travel app can create a [DCO campaign](https://www.cmoalliance.com/video-dco-is-about-to-become-a-priority-for-advertisers-its-long-past-due/) where users from countries with colder climates can view images of palm trees and sand beaches, while those living in cities can view ads of countryside ranches or retreats in the woods. Generative AI makes it easy to develop unique materials (text copy, images, and video clips) for each user segment. With this, advertisers can generate a wide range of ad concepts spanning various art styles, languages, and cultural nuances, and the AI can then analyze the top performers to boost overall campaign effectiveness. [Future of Marketing Report 2025 | Statistics and Salaries149-page write-up of everything marketing in 2025, including trends, budgets, salaries, AI, skills, and more. Download your free copy today.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--328.png)CMO AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Future_of_Marketing_Report_Meta_1-1.png)](https://www.cmoalliance.com/future-of-marketing-2025-report/) ### AI for retargeting and re-engagement Retargeting and re-engagement marketing rely on AI-assisted data analysis to create personalized content based on user behaviour. In this case, user activity behaviour data is fed into an ML algorithm, which creates audience clusters based on the specific user journey and estimated financial value of each user (for instance, you could segment for the top 5% spenders that have been dormant for the last 10 days). [AI-assisted user segmentation](https://www.cmoalliance.com/ai-driven-customer-segmentation/) tools can identify even more nuanced user behavior patterns, factoring in thousands of parameters, and then generate personalized ads according to the user’s unique scenario. ### AI for creative assets and analytics On the creative side, AI enables the automatic testing and creation of creative assets. This enables marketers to create multiple versions of advertisements and identify underperforming ones using AI. For instance, a gaming business’s user acquisition team could use AI to create animated video trailers featuring 10 different characters or themes. AI can then pause the underperforming ones and iterate on the best-performing ones. This has been seen to greatly improve the performance of advertisements. For example, TikTok reports that its Smart Performance Campaigns [helped AppQuantum](https://ads.tiktok.com/business/en-US/inspiration/appquantum-gold-and-goblins%20) reduce cost-per-install by **40%** and increase return on ad spend (ROAS) by **50%** for its hit game *Gold and Goblins*. AI-driven creative analytics is becoming increasingly important in the gaming industry. Studios like Supercell are already using machine learning to evaluate the effectiveness and integrity of their advertising content. These systems can automatically identify poor-performing ads or flag those that may contain biased or offensive elements. By combining natural language processing (NLP) with image recognition, these tools help detect problematic messages before they reach the target audience. This proactive approach not only protects [brand reputation](https://www.cmoalliance.com/driving-brand-loyalty-and-customer-satisfaction/) but also ensures compliance with advertising laws. [Is AI helping or hurting your brand? \[eBook\]AI alone won’t save your brand. But with the right systems in place, it can help scale it. This eBook will show you how.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--325.png)CMO AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Is-AI-helping-or-hurting-your-brand---ebook.png)](https://www.cmoalliance.com/is-ai-helping-or-hurting-your-brand-ebook/) ## New trends and innovations As AI capabilities mature, new advancements are rapidly reshaping how mobile advertisers build, deliver, and optimize campaigns. Let’s dive into some of the most important developments shaping the next wave of AI-powered mobile advertising. ### AI creative at scale As we’ve seen, generative AI is already making its way into the creative process for advertising. Beyond Amazon and Meta’s AI offerings, tools like DALL·E and Stable Diffusion are being used to produce ad visuals for mobile apps and videos. Early experiments – such as [Nike’s campaign featuring an AI-generated Serena Williams](https://www.youtube.com/watch?v=2ehJczf2FEk) – have shown promising results. ### Cross-device and IoT AI will become more involved in advertisements across multiple devices. If the user has viewed an apparel ad on their mobile device, AI can ensure that the same type of ad appears on the smart TV or smartwatch at a convenient time. Internet of Things (IoT) data from connected car systems and wearable devices can help train AI-driven advertising models. For example, if a connected car system detects that the driver has stopped for a break, AI can deliver a relevant mobile ad—such as a nearby café promotion. ### AI innovations for a privacy-first era With privacy regulations shifting, AI techniques like federated learning and on-device machine-learning models are becoming increasingly prominent. Google’s Privacy Sandbox illustrates this shift by tapping into device-level information for ad targeting, rather than sharing user-specific data. Going forward, more AI solutions will likely focus on aggregated insights or simulated data sets that protect user anonymity. Such advancements are being seen across the globe. In Asian markets, mobile advertising has been surging faster than in the West. In China specifically, super-apps WeChat and Douyin rely on AI-driven algorithms that deliver personalized advertisements in messaging and video content without regulatory impediments. In Southeast Asia, mobile ad spend is increasingly [driven by mobile games](https://www.statista.com/outlook/amo%2Fmedia%2Fgames%2Fin-game-advertising%2Fsoutheast-asia?currency=USD) as well as ecommerce-integrated ad formats. In Europe, privacy-focused government regulations have pushed advertisers to rely on anonymized data when using AI in campaigns. As a result, [Apple’s SKAdNetwork](https://www.appsflyer.com/glossary/skadnetwork/) has effectively become the default attribution framework. Meanwhile, in North America, AI-driven ad creatives are already mainstream, and marketers now treat them as a standard part of the workflow. [Driving marketing team efficiency with AI eBookDiscover how to drive marketing team efficiency with AI in this free ebook from Webflow. Learn how top marketers streamline workflows, boost speed, and increase ROI.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--326.png)CMO AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Driving-marketing-team-efficiency---with-AI-eBook-1-9.png)](https://www.cmoalliance.com/driving-marketing-team-efficiency-with-ai-ebook/) ## Ethical, privacy, and regulatory considerations AI’s expanding role in mobile advertising comes with important privacy obligations. [Laws](https://www.adjust.com/blog/privacy-laws/) like GDPR and the [Digital Markets Act](https://digital-markets-act.ec.europa.eu/index%5Fen) in Europe, CCPA in California, and the forthcoming APRA legislation in the US all set strict rules for how personal information can be used. GDPR, for instance, requires advertisers to secure user consent before running targeted ads. This has pushed the industry toward using aggregated and anonymized data instead of individual identifiers. Apple’s SKAdNetwork and Google’s Privacy Sandbox reflect this shift, offering advertisers only high-level metrics on installs and conversions. Here, AI and machine-learning models help bridge the gap by combining anonymized data with information from users who have opted in to tracking. ### Fairness, bias, and consumer trust Another area of concern is fairness and bias. ML algorithms trained on historical data can reinforce existing biases – for example, showing more housing or financial ads to one gender or ethnic group than another – so advertisers must actively monitor their models. [A recent IAB study](https://www.iab.com/insights/why-young-consumers-avoid-gen-ai-ads/) found that more than **60%** of ad-industry executives say their company has already used AI to create ads, yet only about **half** of Gen Z and Millennial consumers feel positive about AI-generated advertising, compared with the **80%** of ad-industry respondents who assume they do. These findings show that marketers must take responsibility for managing AI carefully, including regularly auditing models for bias and safety to meet strict guidelines. ### Global regulations and emerging compliance requirements Large-scale regulations are imminent. The EU AI Act (proposed legislation) introduces the requirement for “high-risk” AI systems to satisfy accountability requirements; this could apply to mobile advertising platforms based on ML for the purposes of targeting. In the case of China, legislation has been enacted stating that AI-generated content must be clearly marked ([effective as of Sept 2025](https://harris-sliwoski.com/chinalawblog/chinas-new-ai-labeling-rules-what-every-china-business-needs-to-know/)). This would mean that a promotional video produced by generative AI software could not escape being labeled as “synthetic media” (to distinguish the content as artificially produced). The implication here for advertisers operating across multiple countries is that what is legal or desired in the US today could very well be prohibited elsewhere. ### First-party data, user permissions, and responsible deployment In terms of data-usage compliance, Apple has already restricted many mobile apps from accessing the Identifier for Advertisers (IDFA) unless the user gives explicit permission. As a result, marketers now rely far more on first-party data – such as analytics and CRM information – along with contextual signals. AI helps here as well: machine-learning models can analyze the limited and often messy in-app event data available, or combine it with first-party sources, to build effective targeting strategies. The Adjust Privacy Guide emphasizes this as a necessary approach for marketers operating under modern privacy laws. Ultimately, AI must respect user permissions around opting in or out. For instance, if a user declines targeted advertising, AI systems should shift toward context-based marketing instead. ### AI governance and human oversight Trust between the consumer and the business must remain the highest priority. [According to the IAB](https://www.iab.com/insights/ai-adoption-is-surging-in-advertising-but-is-the-industry-prepared-for-responsible-ai/), **over 70%** of marketers have already experienced an AI-related incident, with **40%** of the affected campaigns having to be paused or pulled mid-run because of AI errors. Marketing executives are now recognising the dangers of AI misuse for their brand. They’re pushing for internal frameworks, external audits, and stronger [AI governance](https://www.cmoalliance.com/ai-and-the-art-of-b2b-marketing-privacy-governance-and-opportunity/) policies to ensure accountability. In practice, mobile marketers often maintain a human checkpoint, using AI to surface potentially sensitive content instead of letting it run automatically. To support this, brands increasingly appoint a marketing-tech expert or a data-ethics owner to monitor AI processes and guide responsible deployment. [AI for Marketing Leaders eBookDiscover how leading CMOs are pursuing the safe and effective implementation of AI in their marketing operations.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--327.png)CMO AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_AI_Marketing_Leaders_eBook__Blog--1--8.png)](https://www.cmoalliance.com/ai-marketing-leaders-ebook/) ## The golden rules of AI-powered mobile advertising If you’re looking to incorporate AI in your mobile advertising strategy, here are a few golden rules to follow: ### 1\. Start with first-party data Collect and validate [your own user data](https://www.cmoalliance.com/five-best-practices-for-collecting-first-party-data/) (in-app behaviour, purchase history, CRM), as this is the fuel that AI engines run on. This should involve improving the user consent management process so you can collect more data easily by providing advanced reasoning for data collection. This data can be used as the input for the AI analytics engine. ### 2\. Invest in AI ad tech carefully Review DSPs and creative platforms that offer AI-driven capabilities, including Meta Advantage+, Google Performance Max, and programmatic buying tools. Alongside this, establish a clear AI governance workflow with a checklist for AI-produced ads. For every AI ad, be sure to ask: - Does it match our brand voice? - Is any part of the content risky or inappropriate? - Does it follow our brand guidelines? ### 3\. Use dynamic creative Incorporate DCO into your campaigns to deliver personalized messages at scale. Leverage machine learning to run continuous A/B tests, automatically pausing underperforming assets and iterating on the best ones. When possible, enhance top-performing creatives with generative AI and use AI voice-overs to streamline localization. ### 4\. Test AI-based targeting, but keep evaluating fairness. AI lookalike models can help expand your audience, but it’s essential to review their performance regularly and check for bias or hallucinated outputs. Always scrutinize the reasoning behind your targeting and make sure your audience definitions are explicit and transparent. ### 5\. Build AI fluency in the organization Make sure your marketing and product teams understand the fundamentals of AI. Foster collaboration across marketing, data science, and legal teams. Workshops or training sessions on AI ethics and emerging advertising technologies can help teams stay aligned and avoid missteps. ### 6\. Stay on top of regulations Keep up to date with privacy laws such as GDPR, CCPA, emerging US federal proposals, and AI-related regulations. For each marketing initiative, ask: what data are we accessing, do we have explicit consent to use it, and are we able to transparently disclose where AI is involved? ## Final thoughts AI is already transforming mobile advertising by making hyper-targeted, personalized campaigns possible at scale. For CMOs and product leaders, leveraging AI-driven tools is key to optimizing media spend – but it must be done within clear strategic and regulatory boundaries. With thoughtful use of data and machine learning, marketers can pinpoint high-value audiences and deliver more relevant messages, a tactic that has already shown strong ROI gains in categories like gaming. At the same time, ethical and privacy considerations must be included from the start. Ensure compliance with international data regulations, keep humans in the loop for validation, and maintain transparency to build consumer trust. AI’s capabilities – from customized ad formats and automated voice-overs to autonomous bidding and Amazon-style recommendation systems – are expanding rapidly. The companies that pair innovation with responsibility are the ones that will ultimately win, achieving faster iteration, deeper insights, and more effective mobile advertising worldwide. ### Why B2B marketers influence the customer journey more than you think URL: https://www.cmoalliance.com/why-b2b-marketers-influence-the-customer-journey/ Last updated: 2025-11-27T11:56:42.000Z B2B buying has changed. In the past, B2B sales professionals largely controlled the flow of information. Today, buyers are in control. They research, compare, and engage with your brand long before your sales team even knows they exist. The marketing journey now plays a much bigger role in the B2B [customer journey](https://www.cmoalliance.com/content-marketing-for-different-stages-of-the-buyers-journey/) than many realize. On average, a purchase involves 76 touches across 3.7 channels and more than six stakeholders. About 70% of that journey happens in marketing’s hands, before a prospect ever raises their hand. For larger companies (over 250 employees), the journey is even longer, averaging 242 days to revenue. The challenge, and opportunity, is for marketers to understand and influence this journey at scale. --- ## The power of the long game: Planting seeds and the 95/5 rule Because B2B journeys are long ([Dreamdata’s B2B LinkedIn Benchmarks](https://dreamdata.io/blog/dreamdata-2025-linkedin-ads-benchmarks-report-highlights) show an average of 211 days from the first anonymous touch to a closed-won deal), marketers need to think beyond immediate [conversions](https://www.cmoalliance.com/user-intent-the-true-secret-to-amazing-conversion-rates/). This is where the 95/5 rule comes in: > **5% of your target market is "in-market" at any given moment, actively ready to buy.** > **95% are future buyers, still in research or consideration mode.** If you only focus on the 5%, you risk missing a big chunk of your future buyers. Marketing’s job is to plant seeds early, share insights, educate, and make sure information about your company, products, or technology is easy to find. Buyers are self-educating themselves way before sales get involved. For channels like LinkedIn, the importance of this long-term influence is especially clear. Based on Dreamdata research, social touches average 222 days from first engagement to closed-won deal, much longer than paid search (87 days) or review sites (70 days). That means if you want to justify your investment in [social](https://www.cmoalliance.com/your-guide-to-b2b-social-media-marketing/), marketers need [tools](https://www.cmoalliance.com/the-three-marketing-tools-i-couldnt-live-without-gaston-tourn/) that measure full-funnel performance, not just clicks or website visitors. You need to see the first touch and the interactions in between that eventually led to revenue. ## Measuring what really matters It’s easy to see leading metrics like cost-per-click and assume LinkedIn is expensive, €5.35 per click can make any marketer flinch. But the lagging metrics tell a different story: according to Dreamdata research, LinkedIn has the highest return on ad spend (ROAS) at 113%, outperforming other major platforms. This illustrates a key point for B2B marketers: don’t optimize only for short-term metrics. Measure influence across the entire journey, and you’ll see which channels truly drive pipeline and revenue. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/11/unnamed.png) ## How to pick up on signals of intent earlier Marketing’s role extends beyond generating leads; it’s about identifying and acting on buyer intent before a prospect fills out a form. For example, an account engaging repeatedly with content about [pricing](https://www.cmoalliance.com/your-guide-to-pricing-models-framework/) or product comparisons signals potential buying intent. To act on these signals, marketers need visibility into anonymous, company-level behaviors, a growing necessity in long, complex B2B journeys. Platforms like [Dreamdata](http://dreamdata.io/) use integrations with [LinkedIn’s Company Intelligence API](https://dreamdata.io/blog/introducing-linkedins-company-intelligence-api) to make these signals visible. With Dreamdata’s new integration to LinkedIn Company Intelligence, marketers gain visibility over the organic and paid engagements and impressions on your company profile, showing you early signs of intent. These insights can then be applied to: - **Refine ad targeting:** Build dynamic audiences around accounts showing high engagement and automatically sync them to ad platforms like LinkedIn. This ensures budgets are focused on the accounts most likely to convert. - **Enable sales:** Trigger real-time notifications to sales teams (e.g., via Slack or Microsoft Teams) when high-intent accounts are engaging. This allows sales to reach out proactively, often before the account even becomes a [marketing-qualified lead (MQL).](https://www.cmoalliance.com/the-revenue-accelerators-marketing-qualified-leads-and-sales-qualified-leads/) By surfacing **company-level engagement signals,** B2B marketers can act on early intent, turning passive interactions into actionable pipeline opportunities long before form submissions. ### Content that answers questions But how do you support those early-stage potential buyers? Marketers have to make sure that their content answers frequently asked questions and addresses common pain points. In addition, [thought leadership content](https://www.cmoalliance.com/10-steps-to-implement-your-very-own-thought-leadership-strategy/) can build your credibility, nurturing accounts over the long journey, and helping prospects self-educate, ensuring your company stays top-of-mind across the extended buying cycle. ## Key takeaways 1. **Measure full-funnel results**: Stop focusing only on leading indicators like clicks and website visits. Prioritize lagging metrics that matter, such as pipeline contribution and closed-won revenue. 2. **Embrace orchestration**: Marketing should act as the hub for [GTM strategy](https://www.cmoalliance.com/go-to-market-blueprint/), collaborating with sales, aligning on accounts, and activating insights at the right time. 3. **Act on intent signals**: Leverage [AI](https://www.cmoalliance.com/ai-marketing-leaders-ebook/) and company-level data, including early engagement signals from LinkedIn, to convert passive engagement into actionable sales opportunities. The B2B customer journey is long, complex, and increasingly anonymous. Marketers influence far more of it than they realize. By embracing the long game, measuring true impact, and acting on early intent signals, marketers can guide buying journeys with greater precision, long before prospects ever fill out a form. ### Where are marketing budgets being spent? URL: https://www.cmoalliance.com/where-are-marketing-budgets-being-spent/ Last updated: 2025-11-26T15:11:12.000Z Marketing budgets are undergoing a significant transformation in 2025\. Rising costs, increased scrutiny, and rapid technological shifts have created an environment where marketers must justify every dollar they spend, but they are also being trusted with more responsibility than ever. The latest [*Future of Marketing Report*](https://www.cmoalliance.com/future-of-marketing-2025-report/) shows that investment is growing across many organizations, yet the pressure to be more precise, more strategic, and more revenue-driven has never been higher. ## Marketing investment is growing, but so are expectations This year’s data reveals an increasingly polarized landscape. On one end, **26.3% of marketers now manage annual budgets of $1M or more**, highlighting just how essential marketing has become in growth-focused industries. On the other end, only **4.5%** operate with less than $10k, reflecting how difficult it is to compete at modern speed and scale without meaningful financial support. Budget growth is expected to continue: **53.8% of marketers anticipate increases over the next three to five years**, a clear signal that marketing is still viewed as a revenue engine rather than a cost center. But at the same time, marketers report stronger demands for proof of performance. As **Petr Hlousek, CMO at ALVAO**, put it, *“The most dangerous thing about a bigger marketing budget is pretending it replaces thinking.”* The message is clear: investment alone isn’t enough. [Strategy](https://www.cmoalliance.com/the-fundamentals-of-b2b-marketing/), clarity, and [measurable impact](https://www.cmoalliance.com/lessons-from-my-journey-as-a-cmo/) matter more than ever. ## Marketing budgets are getting bigger and more strategically distributed Marketing budgets continue to span a wide range, but this year’s distribution makes one trend undeniable: **larger budgets are fast becoming the default in competitive markets**. The rise of [paid media](https://www.cmoalliance.com/the-complete-guide-to-driving-lead-generation-with-paid-social-media-ads/), [content production](https://www.cmoalliance.com/content-marketing-for-different-stages-of-the-buyers-journey/), [AI tools](https://www.cmoalliance.com/best-ai-powered-marketing-attribution-tools/), and [martech](https://www.cmoalliance.com/the-role-of-martech-in-revenue-marketing/) complexity has pushed many organizations to treat marketing as a critical growth driver. The most common budget tier (**$1M+**) underscores this shift. Companies in tech, B2B SaaS, and global consumer sectors increasingly see seven-figure budgets as table stakes for maintaining visibility and pipeline momentum. Still, budget size doesn't determine success. Teams that lack strategic clarity often spread spend too thinly or reactively chase trends – an issue echoed by RightMetric’s Co-CEO Charlie Grinnell, who warns that *“if you don’t have a sharp strategy anchoring the spend, more budget just creates more noise.”* ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/11/data-src-image-28ff32c2-1557-4ed2-b904-fc28da230868.png) ## Who’s working with $1M+ budgets? High marketing budgets are most common in organizations with complexity, global reach, and mature growth strategies. Among marketers with $1M+ budgets: - **28.6%** work at companies with **1,001–5,000 employees**, where marketing teams are typically structured across multiple functions and markets. - **23.8%** work at mid-sized, fast-scaling organizations with 201–500 employees – proof that aggressive growth-stage companies are investing heavily to capture market share. - Just **4.8%** come from small businesses with 11–50 employees, where resources are more limited, and priorities often lean toward operational needs. This distribution aligns with broader industry patterns: as organizations evolve from early-stage to growth-stage to enterprise, the sophistication and cost of marketing rise dramatically. ## Budgets by region: Western markets still lead the pack Geography plays a major role in how much organizations invest in marketing. **North America continues to lead**, with **47.6%** of companies reporting annual marketing budgets over $250k and **13.4% surpassing $1M**. The United States, in particular, remains a high-investment environment where competition and customer expectations demand robust marketing activity. Europe follows closely behind, though with more variance between regions. **20.7% of European organizations exceed the $250k threshold**, and **11%** spend more than $1M. Economies like the UK and the Netherlands – both marketing-intensive hubs – help elevate these averages. Investment drops significantly in other parts of the world: - India (Asia): **3.7%** - South Africa (Africa): **2.4%** - Australia (Oceania): **1.2%** These gaps reflect differences in purchasing power, market size, martech adoption, and organizational structure. Sample sizes prevent broad generalization, but the trend is clear: **budget-heavy marketing remains concentrated in Western markets where competition and customer acquisition costs are highest**. ## Where the money is going When marketers were asked where the majority of their budget is spent, two categories rose far above the rest: **paid advertising (40.3%)** and **events (30.6%)**. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/11/data-src-image-8b2e43bb-e262-4a5c-b443-78e6b0cd5fca.png) ### Paid advertising: Still the fastest path to pipeline Paid advertising continues to command the largest share of investment. With targeting capabilities, instant reach, and strong [attribution frameworks](https://www.cmoalliance.com/what-are-the-main-types-of-marketing-attribution/), paid search and paid social remain essential growth levers – especially in competitive verticals. Authena AG's CMO Rossana Rodgers notes that *“budgets now go where attribution is clearest,”* and paid channels – particularly those driven by user intent – still outperform most alternatives. ### Events: The return of high-touch, high-value engagement Events have re-emerged as a core investment area, especially in B2B sectors where relationships and credibility fuel long-term growth. In-person conferences, [trade shows](https://www.cmoalliance.com/whats-the-roi-on-experiential-marketing/), and [field events](https://www.cmoalliance.com/what-is-field-marketing/) are seeing strong returns as companies look for deeper engagement beyond digital-only interactions. Jessica Ruffin, Director of Product Marketing, points out that *“Budgets are tighter, which means focus matters more than ever. We’re being more strategic, doubling down on what works, and saying no to distractions, even the flashy ones.”* ### Other categories: Underfunded but not absent While software (8.3%), partnerships (5.6%), AI tools (2.8%), customer research (2.8%), blogging (1.4%), email (1.4%), and video (1.4%) appear low in the data, this reflects the survey's question: **where the majority of the budget goes**. Projects still occur across these categories – but they aren't the primary line items. A small but telling **4.2% of respondents report having no marketing budget at all**, underscoring the resource gaps many small teams face. ## Will budgets grow, shrink, or stay the same? ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/11/data-src-image-3b1c2dea-8b5e-496c-be1c-2dcacd673bb4.png) More than half of marketers – **53.8%** – expect their budgets to grow over the next 3–5 years. This is an encouraging sign that leadership teams continue to view marketing as essential to expansion, differentiation, and [customer acquisition](https://www.cmoalliance.com/customer-acquisition-strategy-template-framework/). However, **32.5% expect budgets to remain flat**, often due to organizational maturity or slower market environments. Meanwhile, **13.7% expect cuts**, typically tied to industries under cost pressure or teams still working to prove ROI. Marketing leaders describe this environment as one of **redistribution rather than reduction**. Modefinance’s CMO, Alberto Gerin, observed in the report that budgets are being recalibrated toward UX, [automation](https://www.cmoalliance.com/ways-to-increase-revenue-marketing-automation/), and revenue-linked initiatives – areas that directly support LTV and reduce CAC. Similarly, Zander Labs’ Heather Hurd notes, “Depending on your industry, marketing leaders can expect changes in the way budgets are allocated, and we're going to have to push much harder to make sure we're telling the right story about how we bring value to the organization, or we risk seeing those precious funds sent in other directions.” The underlying sentiment is consistent: **budgets are no longer guaranteed. They must be earned through clarity, measurement, and alignment with business outcomes.** Royal Canin’s Jelle Boeser frames the real challenge clearly: *“Long-term strategic work gets cut first. Marketers have to defend the brand while proving they understand tomorrow’s numbers.”* And as Katherine Lehman puts it, *“Every dollar has to prove its worth and fast.”* ## Conclusion Marketing budgets are growing – sometimes significantly – but the expectations attached to them are growing even faster. The combination of rising costs, advanced technology, and organizational scrutiny means that today’s marketers must be more disciplined, more data-driven, and more aligned with revenue than at any point in the last decade. The organizations that will thrive in 2025 and beyond are those that invest where it matters most: - Clear ICP alignment - Revenue-linked programs - Customer insights - Automation and operational efficiency - High-impact channels like paid media and events As budgets become more strategic and more measurable, marketers who embrace accountability – and pair it with bold, focused strategy – will be the ones who continue to earn and expand their share of investment. ### Strategic narrative builder URL: https://www.cmoalliance.com/strategic-narrative-builder-framework/ Last updated: 2025-11-24T11:05:26.000Z [Every great brand is built on a great story](https://www.cmoalliance.com/how-to-create-brand-narratives-that-resonate-with-your-audience-2/). That means CMOs need a clear, strategic narrative that aligns teams, sharpens messaging, and helps customers instantly “get” why the company exists. This template gives you a simple, proven framework to [build a narrative](https://www.cmoalliance.com/learning/on-demand/strategic-narrative-certified-masters/) that’s aligned, actionable, and ready to activate across your entire go-to-market engine. Whether you’re refreshing your positioning, [leading a rebrand](https://www.cmoalliance.com/leading-a-successful-rebranding-initiative-at-aziro/), or trying to bring more consistency to how your teams show up in the market, this tool helps you turn big ideas into a story the whole business can rally behind. ## What is a strategic narrative builder? A strategic narrative template is a guided toolkit that walks you through the process of defining and assembling [the overarching story behind your brand](https://www.cmoalliance.com/putting-people-at-the-heart-of-your-brand-story/). It helps you distill market shifts, customer pain points, product strengths, and your unique point of view into a clear narrative your company can use everywhere. Think of it as the connective tissue between your strategy and your [storytelling](https://www.cmoalliance.com/story-masters-2-the-structure-of-great-brand-stories/). Instead of scattered messaging, it gives you a structured framework to create a narrative that’s consistent, memorable, and uniquely yours. ## Who is it for? This template is built with marketing leaders in mind, but it’s useful for anyone responsible for shaping how the business communicates its value. It’s perfect for: - **CMOs and VPs of Marketing** who need to align their teams around a unified story. - **Brand and communications leaders** looking to sharpen their positioning. - **Product marketers** building narratives that support launches, sales enablement, and GTM strategy. - **Founders or exec teams** crafting a more compelling point of view for the market. - **Revenue teams** who want messaging that’s consistent, clear, and easy to activate. If you’re responsible for telling your company’s story – and making sure everyone else can tell it too – this template is for you. ## How to use the template 1. **Work through each section in order:** The template is intentionally structured step-by-step. Start with the basics – market shifts, customer problems, and your mission/vision – before jumping into the storytelling framework. 2. **Gather input from across the business:** Bring in leadership decks, customer insights, product documentation, and sales feedback as you move through the sections. The more real-world input you use, the stronger your narrative will be. 3. **Fill in the narrative framework:** Once you’ve done the groundwork, use the fill-in-the-blank structure to turn your research into a clear, cohesive story. This becomes your “master narrative” that everyone can reference. 4. **Create your one-page narrative map:** Pull your core insights, POV, product strengths, and proof points into a single page. This is what sales, marketing, and leadership will use as the source of truth. 5. **Validate it with stakeholders:** Use the checklist to sanity-check your narrative with sales, product, CS, and a few trusted customers. Make sure they understand and buy into it. 6. **Activate it across your GTM:** Use the voice guide, campaign mapping tool, and activation checklist at the end of the template to roll your narrative into your website, campaigns, sales messaging, and internal comms. By following these steps, you’ll move from raw ideas to a polished narrative your entire organization can use confidently and consistently. ## Get your strategic narrative builder ![Strategic narrative builder](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/11/Strategic-narrative-builder-template.png) [Strategic narrative builderStrategic narrative builder.pdf162 KBdownload-circle](https://www.cmoalliance.com/content/files/2025/11/Strategic-narrative-builder.pdf "Download") [Strategic narrative builderStrategic narrative builder.docx2 MBdownload-circle](https://www.cmoalliance.com/content/files/2025/11/Strategic-narrative-builder.docx "Download") [Strategic narrative builderStrategic narrative builder 1\. What is a strategic narrative? A strategic narrative is the big story you’re telling about your company. It aligns your team, shapes your brand, and helps customers understand why you exist. It’s more than messaging – it’s the lens for everything you say and do. T…![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/kix-favicon-2023q4-7.ico)Google Docs![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AHkbwyINCDLPnHxMwDSgQXRDZQkAnWdMOnVk8CeQ78CBh8osk3U2-YlZN1CANHBv-qy5ZbZeIJa-sZfIpvLbddyItcCeVAicp78tNfOOzyL0lESLBuXbsEsh-w1200-h630-p)](https://docs.google.com/document/d/1toKE7J0TAUg-PIWlvxcqgFweY%5F2WTHLEwbiMBVaGl-U/edit?usp=sharing) _This post is for subscribers on the Exec+ membership tier only._ ### AI agents: The shift from “done by you” to “done for you” URL: https://www.cmoalliance.com/ai-agents-the-shift-from-done-by-you-to-done-for-you/ Last updated: 2025-11-21T18:45:58.000Z Last week, I was baking my favorite chocolate zucchini cake when I hit a snag. The vanilla bottle? Nearly empty. I dumped in every last drop (you can never have too much vanilla, right?) and did what I always do: "Alexa, add vanilla to my grocery list." "Okay, Christy. I've added vanilla to your grocery list." Then, without any prompting from me, she asked if she wanted to hear some suggestions. I'll be honest – I usually tell her no. Sometimes I'm less polite about it. But this time, curiosity got the better of me. Her suggestion: "Would you like me to place an order for vanilla through Whole Foods?" That's when it clicked. My Amazon Alexa wasn't just an AI assistant anymore. She'd become [an AI agent](https://www.cmoalliance.com/ai-in-marketing-authenticity-personal-branding-and-the-rise-of-ai-agents-video/). ## The fundamental difference between AI assistants and agents You've probably used [generative AI](https://www.cmoalliance.com/from-data-to-dollars-how-generative-ai-transforms-marketing-ebook/) tools like ChatGPT or Perplexity. We're past the point of evangelizing about how amazing these tools are – you already know. But here's what's changing: we're moving from AI that responds to AI that **initiates**. The difference is subtle but profound. I didn't ask Alexa to suggest ordering vanilla. She prompted me based on patterns she'd observed – that I frequently follow up grocery list additions with Whole Foods orders. She predicted my need and offered to execute a multistep workflow without my explicit instruction. [![Photo of an Amazon Echo Dot on a wooden kitchen counter.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/11/data-src-image-ee407669-a9a9-40f4-b8ff-6268c71090fd.png)](https://www.cmoalliance.com/ai-agents-the-shift-from-done-by-you-to-done-for-you) That **proactive behavior** is what makes an AI agent different from the generative AI we've grown comfortable with. Generative AI waits for your commands. AI agents anticipate your needs and can execute complex tasks across multiple systems. For someone who genuinely dislikes grocery shopping (years of dragging kids through grocery stores will do that to you), this is revolutionary. Having an AI agent that can take my list, send it to Whole Foods, and arrange delivery? That's time I get back for things I actually enjoy – like baking delicious cakes. ## Understanding AI agents through the lens of "shifting left" There's a concept from DevOps that perfectly explains what's happening with AI agents: **shifting left**. I know, your buzzword klaxon is probably going off right now, but stick with me – this one's worth understanding. In a nutshell, shifting left means **optimizing workflows in real-time** rather than fixing problems after the fact. You catch issues as they happen, not during some painful post-mortem review session. [![Road marking reading "KEEP LEFT"](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/11/data-src-image-4b532232-3a74-45d8-99ab-77745809e8b8.png)](https://www.cmoalliance.com/ai-agents-the-shift-from-done-by-you-to-done-for-you) We've seen this transformation sweep through marketing before, with the great migration to SaaS, cloud computing, and marketing automation. Remember those clunky early days of Marketo? Two weeks of boot camp just to teach new hires how to create a simple email template. I counted once – when I was Head of Marketing at SAP Concur, my team needed to master 26 different tools just to do their jobs effectively. Twenty-six! That’s a lot of training and boot camps. But once we got those tools humming, it was revolutionary. We were automating tasks, scaling campaigns, and outmaneuvering competitors who were still doing everything manually. That was our first major shift left in marketing. Fast forward to today, and we have tools like Canva or HubSpot. New marketers can now build and launch campaigns in minutes, not weeks. [![Canva screen showing a design with pale pink lilies and the text "OUT TUESDAY"](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/11/data-src-image-67ddde3f-ee62-47f1-9190-772b2dc1f9a0.png)](https://www.cmoalliance.com/ai-agents-the-shift-from-done-by-you-to-done-for-you) Even our personal workflows are shifting left. Take Grammarly – it's not just catching typos anymore. It's improving clarity, tone, and readability as you type. This matters more than you might think. In our company, we have subject matter experts (SMEs) creating content everywhere. Not just marketing folks – engineers, product managers, customer success teams. After all, to [build real authority in search](https://www.cmoalliance.com/prepare-your-marketing-for-search-generative-experience/) (whether we're calling it SEO, AEO, or GEO these days), you need genuine experts creating content. Those experts can't be sending marketing teams garbage to clean up. They need tools like Grammarly to make their first drafts marketing-ready. Maybe we help with messaging alignment, but they're handling the basics themselves. Everyone becomes their own first line of defense against communication errors. If Marketo represented shifting left for marketing automation, then agentic AI represents an even bigger shift left for marketing strategy itself. Tools like Grammarly and Canva are just the beginning. For expert insights like this straight to your inbox twice a month, sign up for Pro+ membership. You'll also get access to a range of certifications, a complimentary Summit ticket, 50+ tried-and-true templates, members-only workshops, and **much* more. So, what are you waiting for? [Fast-track your marketing career ](https://www.cmoalliance.com/pro-plus-membership/?utm%5Fsource=ghost&utm%5Fmedium=resources&utm%5Fcampaign=content) ## The three stages of AI agent evolution Let's break down how AI agents actually show up in our workflows. There are three distinct stages, and understanding them helps you prepare your team for what's coming. [![Three numbered fuchsia shapes reading "Done by you" "Done with you" and "Done for you"](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/11/data-src-image-4d15ff38-0775-4d0e-bf5f-514d785b2f64.png)](https://www.cmoalliance.com/ai-agents-the-shift-from-done-by-you-to-done-for-you) ### Stage 1: Done by you This is the [generative AI](https://www.cmoalliance.com/ethics-and-legalities-of-generative-ai/) we all know and use. You prompt it: "Write an Instagram post promoting our summer sale." The AI generates options. You review, edit, and maybe ask for hashtags. You might even feed it back into another AI tool to check if it sounds too AI-generated (guilty as charged!). [![ChatGPT logo on a light teal background](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/11/data-src-image-4f2a25ea-eb24-43a1-bec0-b0e1ab6a63a3.png)](https://www.cmoalliance.com/ai-agents-the-shift-from-done-by-you-to-done-for-you) The key here? You're still doing the work. The AI just helps with **specific, isolated tasks**. You remain fully in control of the process and post the final output. ### Stage 2: Done with you Here's where things get interesting. You're no longer in the loop – you're *on* the loop. Picture this: You set up an AI agent to run a paid campaign. Your high-level goal: "Increase conversions for our new product by 15% this quarter. You have a $20,000 budget. Don't overspend." The agent then works **autonomously** toward that goal. It creates ad variations, manages media buys, and adjusts bids in real-time based on performance. You monitor progress and can tweak the strategy, but you're not handling the day-to-day execution. [![Slide showing a keyword gap tool screen and blue dashboard screen with the tag "SEO agents"](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/11/data-src-image-40fb6540-2e65-4798-a3d1-ca2e099c68fa.png)](https://www.cmoalliance.com/ai-agents-the-shift-from-done-by-you-to-done-for-you) This is like adding team members who never sleep. If you have a 25-person team and each person works with AI agents, you've effectively doubled your capacity. More importantly, you've shifted from tactical executor to strategic director. Your team focuses on high-level adjustments while **AI handles the implementation**. This is where forward-thinking marketing teams are heading right now. ### Stage 3: Done for you This is the future state – and it's closer than you might think. **Complete autonomous execution**, like Rosie the Robot following George Jetson around, cleaning up his sandwich crumbs without being asked. She's learned the pattern, predicts the need, executes the solution. _This post is for paying subscribers only._ ### Why AI is challenging everything we know about authenticity [Video] URL: https://www.cmoalliance.com/why-ai-is-challenging-everything-we-know-about-authenticity-video/ Last updated: 2025-11-19T17:05:46.000Z --- --- ### How CGI and real-time visualization are reshaping proptech marketing URL: https://www.cmoalliance.com/how-cgi-and-real-time-visualization-are-reshaping-proptech-marketing/ Last updated: 2025-11-20T11:49:11.000Z The proptech (property technology) marketplace is seeing a great technological upheaval. Agents and developers are no longer solely relying on floor plans and photos. Instead, the use of **real-time 3D visualization tools**, such as [VR and AR](https://www.aiacceleratorinstitute.com/integrating-ai-with-ar-vr-transforming-user-interaction-and-empowering-creators/), and computer-generated imagery (CGI) has become a crucial marketing resource that impresses buyers and closes deals quickly. [Statistics](https://www.goproptech.com/post/immersive-visualization-is-transforming-luxury-real-estate#:~:text=The%20numbers%20tell%20a%20compelling,construction%20landscape) support this trend. GoPropTech found that high-end projects that apply advanced visualization tools sell **20% faster** and have prices **3–7% greater** than those that use conventional media. This trend is also reflected in proptech investment patterns. Recent reports demonstrate that VR/AR and real-time visualization sit at the top of proptech companies’ agendas. As one such report, [Vista Point Advisors’ Q4 2024 Real Estate & PropTech Market Update](https://cms.vistapointadvisors.com/system/uploads/fae/file/asset/729/Real%5FEstate%5F%5F%5FPropTech%5FQuarterly%5FReport%5FQ4%5F24.pdf#:~:text=Proptech%20investments%20in%202024%20focused,Mordor%20Intelligence%2C%20S%26P%20Capital%20IQ), indicates, proptech investors aim to focus on AI, data analytics, and VR/AR, identifying a "*shift toward efficiency and smarter decision-making*" in property. Similarly, [commentators note](https://tech.realtor/2025/09/15/the-future-of-real-estate-is-immersive-xr-trends-to-watch/) that VR and AR facilitate immersive experiences in property, ranging from virtual property checks to digital showrooms. In the midst of all this change, marketing leaders are responding by using CGI and live 3D to fulfill growing buyer demands for the wow factor and convenience. In short, immersive CGI and interactive 3D presentations are turning into more than "*nice-to-have*" gee-whiz tools, becoming strategic resources that boost pre-construction selling and increase brand appeal. ## **The power of CGI** CGI provides hyper-realistic images and animation that was unthinkable a generation ago. Today’s AI-powered rendering engines can produce photo-quality visuals of yet-to-be-built interiors, exteriors, landscapes, and entire environments. These lifelike scenes enable marketers to showcase developments before construction begins, helping to pre-sell properties and generate early buyer excitement. An effective CGI of a luxury high-rise, say, allows prospects "to walk through" the penthouse, enjoy ocean views or cityscapes, and even preview daytime/nighttime brightness – all in virtual reality. The visual richness of CGI goes well beyond static imagery, allowing buyers to connect with a development on a deeper emotional level. Today’s luxury buyers expect digital [experiences](https://www.cmoalliance.com/whats-the-roi-on-experiential-marketing/) that reflect their lifestyle and aspirations, and developers have adapted by focusing on selling not just properties, but experiences, emotions, and above all, confidence. Let’s explore more of the wide-reaching benefits of CGI advertising… ### 1\. Improved visual impression Quality renders incorporate light, texture, and detail well beyond hand sketches or run-of-the-mill photos. Buyers are presented with a project in the absolute best light (literally), increasing first impressions. Precise CGI goes a step further through walkthroughs with interactive elements (moving sunlight, animated pools, swinging doors), engaging customers yet another way. ### 2\. Easier design communication CGI turns abstract concepts into tangible visions. By presenting complex designs or large-scale plans in 3D, developers make it easier for stakeholders to understand spatial layouts, materials, and finishes. The clarity these visuals provide not only eliminates costly misinterpretations but also streamlines approvals and accelerates project timelines. ### 3\. Customization and flexibility Because CGI is digital, an image can be modified or customized with ease. Marketers can instantly swap out content (floor colours, carpets, furniture layout) within a scene to illustrate the purchaser's choice. For example, an off-plan purchaser might select a kitchen design or balcony glass color in real time. Such flexibility allows one to customize presentations to a particular prospect's taste without expensive re-shooting. ### 4\. Economically efficient staging Virtual staging (superimposing furniture and decor into a CGI) does away with model home rentals and furnishings. [Home staging can cost $2-4K a month](https://www.realtor.com/advice/sell/how-much-does-home-staging-cost/), but virtual staging with CGI costs a fraction of that. Likewise, CGI prevents waste on physical mockups and photo shoots but produces infinitely scalable marketing collateral. ### 5\. Immersive interaction When combined with VR/AR, CGI is interactive. An agent may give a buyer a VR headset to experience a yet-to-be-completed flat. An AR application may then allow them to superimpose 3D furniture into their current living room. These immersive demos keep prospects engaged and intrigued. Research indicates that interactive 3D tours command attention significantly longer than flat images, leading to increased inquiries and leads. --- These benefits account for why many developers now see CGI as just as necessary as a video or location brochure. As one marketing specialist [explained](https://www.goproptech.com/post/immersive-visualization-is-transforming-luxury-real-estate#:~:text=Consider%20the%20approach%20taken%20by,even%20years%20ahead%20of%20schedule), "We're no longer selling promises and floor plans – we're selling experiences." Premier visualization studios such as DBOX have taken a page from this playbook, viewing every project as a branded storytelling exercise instead of a mere rendering project. Their cinematic CGI for such landmarks as New York's 270 Park Avenue has created buzz and sell-out traction several years prior to construction. ## The emergence of real-time 3D visualization Alongside pre-rendered CGI, real-time 3D visualization – powered by game engines such as Unity and Unreal – is revolutionizing proptech advertising. These platforms enable users to interact with 3D environments dynamically: rotate buildings, swap materials, or explore virtual spaces as intuitively as playing a game. These interactive experiences are accessible across devices – from in-office tablets to web browsers and VR headsets– making immersive engagement possible anywhere. One of the companies at the forefront of these limits is [Lunas](https://www.lunas.pro/), a global collective of passionate professionals who are defining tomorrow's visual directions. For over a decade, it has harmoniously blended aesthetics with the latest technologies to produce effective 3D visuals for [e-commerce](https://www.cmoalliance.com/marketing-ecommerce-in-uncertain-times/) and real estate clients. Besides leveraging Unreal Engine, Lunas employs numerous tools to work with a variety of content, deploy text overlays dynamically, and minimize human error with artistic intent. This balance of speed, quality, and scale ensures that every visual asset remains intelligent, sophisticated, and performance-ready, thus enabling business enterprises to boost revenue, drive engagement, and strengthen emotional attachments to their properties. [Future of Marketing Report 2025 | Statistics and Salaries149-page write-up of everything marketing in 2025, including trends, budgets, salaries, AI, skills, and more. Download your free copy today.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--321.png)CMO AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Future_of_Marketing_Report_Meta_1.png)](https://www.cmoalliance.com/future-of-marketing-2025-report/) By some measures, real-time software has largely gone mainstream across the built environment. In a [2023 industry survey](https://www.architectmagazine.com/technology/how-ai-and-real-time-rendering-are-shaping-architectural-practice#:~:text=Real,tool%20in%20the%20industry) among 2,000 architects and designers, **75%** were found to use real-time rendering software weekly or several times weekly, not only to produce final images but as part of their design workflow. In short, the same real-time models designers use to make adjustments to a project are being created directly to be pitched. Such a strategy saves development time: a marketing team can take a BIM or CAD model, drop it into a real-time platform, and instantly create a navigable 3D experience. [Enscape](https://extensions.sketchup.com/extension/bc35cf5e-f2bd-4b65-8d9f-827302d7df55/enscape-real-time-workflow-plug-in) is one such leading real-time rendering plugin that enthusiastically promotes its own enhancements as having "*transformed BIM and CAD models into immersive 3D experiences faster, easier and more dynamic*". Real-time visualization in proptech can be applied to a range of applications: ### Interactive sales centers Touchscreen kiosks and VR pods are becoming standard features – even in luxury condo sales centers and large-scale masterplans. Prospective buyers can slip on a headset and explore a development before it’s built, walking through a fully furnished apartment, riding the elevator to the rooftop deck, or wandering through the surrounding neighborhood. These tours are highly interactive, allowing users to change wall colors, swap floor plans or finishes, and see the results instantly. ### Virtual tours and 360 tours Even without VR gear, real-time engines can render 360° panoramas or WebGL scenes viewable on a website. In practice, a developer might embed a fully explorable 3D apartment tour in their marketing site. Prospects can pan around rooms, zoom in on appliances, or view the structure from any angle – all in real time. ### AR apps On the mobile phone side, AR apps allow you to insert CGI elements into real spaces. For example, a buyer might hold a phone to an empty lot and see a scaled CGI version of the proposed building take shape on-screen. Or they might see to-scale 3D furniture and finishes within an empty model home. This "*digital twin*" superimposition allows clients to better visualise the end product in place, blurring lines between physical and digital. As [Matterport](https://matterport.com/learn/digital-twin/real-estate) observes, virtual replicas of projects allow brokers to showcase how clients would navigate a space via wheelchair or evaluate a building's accessibility information, which can be hard to illustrate with blueprints. The business effect of real-time software is profound. By delivering potential customers a high-fidelity, interactive experience, these solutions engender confidence and quick decision-making. **SmartPixel**, a startup real-time visualization specialist, reports that its digital twin solution has become integral to sales. [CMO Insights Report | The state of marketing leadershipThe CMO Insights Report is here. Your definitive guide to the state of marketing leadership in 2025.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--323.png)CMO AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Insights_Report_2025_Meta-7.png)](https://www.cmoalliance.com/cmo-insights-report-2025/) In one [example](https://www.goproptech.com/post/immersive-visualization-is-transforming-luxury-real-estate#:~:text=SmartPixel%27s%20work%20on%20projects%20like,property%27s%20design%2C%20scale%2C%20and%20atmosphere), SmartPixel created a Unity-driven 3D demonstration of a beachfront skyscraper, enabling the sales teams to walk buyers through the pool deck, gardens, floor plans, and spectacular views even pre-construction. The developer noted that the sales teams used the tool "*on a daily basis*" and considered it "*highly informative and useful*." By streamlining updates and integrating inventory data, the platform keeps information on unit availability current – ensuring marketing and sales teams remain fully aligned throughout the campaign. Of equal importance is the low cost of entry of real-time software. As visualizations shift from custom CGI studios to software solutions, even [small teams](https://www.cmoalliance.com/six-insights-for-taking-your-marketing-team-from-startup-to-bustling-small-business/) can embrace these technologies. Tools like Enscape, for example, offer one-click asset placement and real-time ray-traced lighting, allowing designers to adjust scenes instantly during meetings. These software tools save both time and effort by allowing a 3D view adjustment on the fly, without reloading the design application. In practice, this represents a marketing or design lead not outsourcing static render; the team can generate new images and/or tours from their model in a couple of minutes. ## Business benefits and market impact Real-time viz and CGI are not just flashy tech – they deliver measurable ROI in marketing. Immersive proptech marketing translates to deeper engagement, acceleration of the sales cycle, and even higher prices. ### Faster sales and price premiums As I mentioned earlier, properties with advanced visualizations have **3–7%** higher prices and **20%** quicker sales on average. By reducing buyer uncertainty, these tools make prospects more willing to commit early. For large developments, accelerating pre-sales by a few weeks can save millions in financing costs (one [analysis](https://www.goproptech.com/post/immersive-visualization-is-transforming-luxury-real-estate#:~:text=For%20developers%20operating%20in%20markets,even%20years%20ahead%20of%20schedule.) estimated carrying costs of **$1M+** per month on a **500**\-unit tower). ### Higher lead conversion Case studies document remarkable increases in leads and sales. A MoldStud [report](https://moldstud.com/articles/p-innovative-approaches-to-real-estate-visualization-success-stories-of-ar-and-vr-technologies#:~:text=For%20instance%2C%20a%20notable%20case,not%20only%20amplifies%20visibility%20but), for instance, discovered that a condo builder using VR tours experienced a **35%** increase in qualified leads and a **15%** rise in sales over six months. The US real estate marketing firm HomeVisit [introduced](https://matterport.com/industries/case-studies/large-real-estate-marketing-agency-achieves-25-annual-growth-using?srsltid=AfmBOoqAj0OboO0qIBL7C8Nige-izbICCX681YR5QMl%5FE-uGj6Om25Ij) Matterport 3D tours for its customers and achieved 25% year-over-year growth, with customer sales increasing 20%. These statistics indicate that persuasive visual content is consistently improving business metrics. ### Buyer satisfaction and engagement Buyer surveys show that buyers want immersive viewing experiences. One [survey](https://moldstud.com/articles/p-innovative-approaches-to-real-estate-visualization-success-stories-of-ar-and-vr-technologies#:~:text=Additionally%2C%20statistics%20from%20the%20National,expectations%20in%20the%20years%20ahead) **found that 77%** of homebuyers found AR and VR tours appealing. So, it’s no surprise that agents note that listings produced using 3D tours garner significantly more inquiries than non-3D listings. VR-capable listings, according to one [source](https://moldstud.com/articles/p-innovative-approaches-to-real-estate-visualization-success-stories-of-ar-and-vr-technologies#:~:text=Research%20indicates%20that%20properties%20showcased%20through%20VR%20attract%2095%25%20more%20inquiries%20than%20traditional%20listings.%20This%20immediate%20response%20can%20be%20attributed%20to%20the%20immersive%20experience%20that%20allows%20potential%20buyers%20to%20visualize%20themselves%20in%20the%20space%2C%20leading%20to%20a%20greater%20emotional%20connection.), garner **95%** more inquiries and facilitate buyer decision-making up to 30% sooner than marketing through photos alone. Increased engagement equates to shorter sales cycles; the MoldStud analysis discovered listings empowered by AR/VR sold about **20%** faster than listings of similar houses featuring only photos. ### Efficiency and differentiation Offering CGI and VR services has become a key differentiator for proptech agencies and startups. HomeVisit, for example, gained a first-mover advantage in its market by integrating 3D tours, a step that not only secured market leadership but also delivered a 10% revenue increase across new verticals. Industry consultants note that adopting real-time visualization tools in-house – rather than outsourcing renders – helps align design and marketing teams, reduce silos, and accelerate campaign timelines. Overall, CGI and real-time visualization are transforming proptech marketing through the stimulation of engagement, acceleration of decision-making, and global accessibility. Virtual tours allow overseas investors to walk around properties remotely, 24/7\. Interactive demos allow brokers to respond live to questions like “What if we increase the glass rail height?" by merely tweaking the model. In a competitive market, such capabilities are fast becoming table stakes among leading developers and brands. ## Integrating advanced visualization into your strategy To tap into these trends, proptech marketers need to apply both creative vision and IT expertise. Key best practices include the following: ### Invest in the right tools Leading platforms such as Unity and Unreal Engine enable high-quality, real-time 3D visualization across multiple devices. Specialized solutions – like SmartPixel for digital twins or Enscape for CAD integration – can further streamline deployment. For CGI renders, teams should either partner with experienced studios or build in-house expertise to create photorealistic imagery and animation. ### Incorporate visualization into workflows Ensure your visual assets connect directly to sales and inventory systems. For instance, you could link a digital twin to the company’s database so unit availability updates automatically within the app. Work from BIM or CAD files wherever possible to avoid duplication – many teams now import architectural models straight into real-time engines with minimal extra effort. ### Provide immersive displays Blend multiple forms of media to create a seamless experience. Pair high-quality CGI brochures with interactive 3D tours for every listing, and offer AR demos or VR headsets in sales centers. Convenience is essential – virtual tours should be embedded directly on websites, easily shareable via links, and optimized for mobile use. Prioritize user experience with intuitive navigation and customizable features such as hotspots and toggles to make the technology feel effortless. ### Point out the benefits to clients Train sales reps to explain these features. Not all buyers expect CGI or VR, so it’s essential to frame it appropriately. Emphasize the time savings of exploring properties from home and the convenience of viewing at their own pace. Support these points with compelling data – for example, buyers spend up to 68% of their viewing time within 3D tours – demonstrating the impact on engagement and productivity. ## Conclusion To proptech businesses and marketing leaders, CGI and real-time visualization are no longer science fiction prototypes; they're levers of disruption. By creating immersive experiences in real estate, they deepen buyer engagement, accelerate decision-making, and enable businesses to tell stronger narratives. It’s an unmistakable shift: cinematic CGI and interactive 3D are fast becoming as essential to real estate marketing as a website or brochure. Forward-thinking companies that embrace these tools are setting new benchmarks for engagement and differentiation. According to industry experts, those investing in immersive visualization today are not just following a trend – they’re shaping future market expectations and leaving outdated practices behind. ### Why brand is everyone's job: A guide to building an authentic thought leadership strategy URL: https://www.cmoalliance.com/why-brand-is-everyones-job-a-guide-to-building-an-authentic-thought-leadership-strategy/ Last updated: 2025-11-13T10:00:47.000Z If I were to describe my career, I’d say it’s been a jungle gym, not a ladder. I’ve moved from film and television to graphic design and now to marketing leadership. But the one thread connecting it all is my passion for [storytelling](https://www.cmoalliance.com/tag/storytelling/). At its heart, marketing is about telling a compelling story. And authenticity is also a huge part of that. Today, the story we’re telling at interVal is about democratizing business valuation to help business owners grow their value. It’s a cool story to tell, and it reinforces a belief I hold dear: the best brand stories are told by real, authentic people. That’s the crux of effective [thought leadership](https://www.cmoalliance.com/10-steps-to-implement-your-very-own-thought-leadership-strategy/). It’s not reserved for executives. It’s a powerful tool that everyone in your organization can use. This article will detail how to democratize thought leadership within your organization. We'll cover: - The essential link between [authenticity and B2B](https://www.cmoalliance.com/why-authenticity-builds-trust-in-b2b-video/) trust. - How to empower every employee to become a thought leader. - The biggest mistakes companies make when launching a program. - The role of human [authenticity in the age of AI](https://www.cmoalliance.com/authenticity-and-organizational-change-in-the-age-of-ai/). - Actionable steps for starting your company's thought leadership program. ## **What is thought leadership, really?** From my perspective, thought leadership means being authentic about the story you're in right now. In a business context, it’s about sharing your expertise and unique point of view. Everyone has expertise in something, and when you can show your authority in that space, it has a real marketing impact. It’s about having an authentic voice that people lean towards. They might not always agree, but they’re listening. When you resonate with an audience, you build a connection that goes beyond a simple transaction. ## **Why thought leadership is critical for** [**B2B**](https://www.cmoalliance.com/tag/b2b-marketing/) Authenticity is especially important in B2B. We often think of it as business-to-business, but at the end of the day, a human is signing that contract. It’s a human-to-human interaction, which means we have to build trust. [The Case for Creative B2B Marketing | CMO ConvoIn this episode, Aviv Canaani explains why B2B doesn’t need to be boring-to-boring. From humor to UGC, he shares how creative marketing earns attention and why treating buyers like people is the key to growth.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--317.png)CMO AllianceCecilia Toro![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Convo_Podcast_Youtube_Thumbnail_--10-.png)](https://www.cmoalliance.com/the-case-for-creative-b2b-video/) In fact, we have to build *more* trust in B2B because the dollar figures are much larger, especially with enterprise deals. You aren't just buying a 99-cent widget online. You're spending huge amounts of money, and you need to trust that the people on the other side will deliver on their promises. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/11/KC-quote.png) Authentic thought leadership helps build that trust before you even book a meeting. When we show up as ourselves online, people get to know who we are. They understand our perspective, which allows us to get to trust faster and start conversations on a much stronger footing. ## **The case for authenticity in the age of AI** Thought leadership should absolutely have its place in your strategy, but especially nowadays. The reason being that, with the rise of AI, our human voice can shine even more. This doesn't mean we can't use AI to help us. In fact, these tools can make us more productive. I often use AI to polish my writing, but I never let it do all the work. The key is to teach the AI your unique voice by giving it examples of your authentic writing. [AI in marketing: Authenticity, personal branding, and the rise of AI agents \[Video\]In this episode, Tomer Zuker explores how AI is transforming marketing, from personal branding to AI agent adoption. He shares practical frameworks and skills marketers need to stay authentic, relevant, and future-ready.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--318.png)CMO AllianceCecilia Toro![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Convo_Podcast_Youtube_Thumbnail_.png)](https://www.cmoalliance.com/ai-in-marketing-authenticity-personal-branding-and-the-rise-of-ai-agents-video/) I recommend the 80/20 rule: 80% of the content should be authentically you, with the remaining 20% polished using AI. This approach is especially helpful for team members who feel they aren't strong writers. It gives them a bit of a crutch, makes the process less scary, and helps them build confidence. ## **Your whole team can drive your thought leadership content** I firmly believe that **brand is everyone's job**. When you think about thought leadership, you might picture C-level executives or subject matter experts. But everyone in your organization has a unique perspective and expertise. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/11/Karen-quote---headshot.png) A customer success manager has a different lens than the CFO, and they both have a valuable story to tell about the business. By empowering everyone to market the business using their own voice, you generate massive amounts of visibility you don't have to pay for. It also empowers your people, making them feel more connected to the company's story. ### **Finding the storytellers in your organization** You might be shocked at how many of your team members are secret theater people or love public speaking. Get to know everyone on your team. Your developers might not seem like the obvious choice for a LinkedIn thought leader, but you could be surprised. They may be incredibly passionate and good at storytelling. Once you identify these individuals, give them the tools to contribute. This could mean allowing them to write their own perspectives on the company blog or contribute to existing articles. At interVal, we look at marketing, sales, and support as one unified revenue team. We’re all moving the needle towards making a sale, so we all contribute to that story. ### **Keeping the brand story aligned** What happens when different team members interpret the brand differently? As long as everyone is pointing in the same general direction, a little variation is a good thing. We all know that even a unified brand will have slightly different tones based on regionality. The same is true at the individual level. When I tell the brand story one way and our CEO tells it a slightly different way, people realize we’re not scripted robots. We’re actual human beings building a business and solving real problems. That trustworthiness goes a long way. [Personal branding: how to overcome the fear and embrace the journeyIn this article, we’ll explore why personal branding is crucial for women, address the reasons behind their hesitation, and provide actionable steps to help them embark on this empowering journey.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--319.png)CMO AllianceBonnie Habyan![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/woman-in-spotlight-image.png)](https://www.cmoalliance.com/personal-branding-how-to-overcome-the-fear-and-embrace-the-journey/) ## **How to build a successful thought leadership program** You can’t just tell your team to "go run with it." You have to approach this with the idea that you need to set them up for success. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/11/Thought-leadership-how-to.png) ### **1\. Start with leadership buy-in** The most important first step is to get acceptance from the top. If you’re just running this initiative at the BDR level without support from upper management, you won’t feel like you’re moving the needle properly. The marketing and revenue teams are often best poised to lead this, as they stand to gain the most. ### **2\. Set your team up for success** Once you have buy-in, it’s time to educate your team. There are often compliance and regulatory issues to consider, so building a framework is essential. Here are a few things we did at interVal to prepare our team: - **Host an education session:** We walked everyone through our brand pillars, mission, and vision. - **Give the "don't be dumb on the internet" talk:** I used to give this talk to every new hire at a previous organization. It’s shocking how many people aren't cognizant of what they say online. Set clear guidelines on what not to do, especially regarding NDAs and trade secrets. - **Provide brand assets:** Give your team brand voice documents, graphics to work with, and guidelines on how to use them. A simple rule like, "don't just run off and make stuff in Canva without running it by marketing," can save a lot of headaches. - **Offer help and support:** Let your team know you're there to help. At the beginning, it’s very much about holding hands and cheerleading. Offer to proofread their LinkedIn posts. Eventually, you’ll get to a point where you don’t need to, but that initial support is crucial. ### **3\. Start small and build momentum** Encourage your team to just start. Thought leadership is a building block process. - **Step 1: Comment and repost.** The easiest first step is to simply repost content from your business and add your own commentary. It’s shocking how many people don’t do this. - **Step 2: Create original content.** The next step is to write your own content, tagging the organization to promote your work. - **Step 3: Become a leader in your space.** As you build confidence, you can start showing up in spaces where people are looking for speakers or podcast guests. If you just complete that first step, you're already 99% ahead of most people. ## **Measuring the impact of your thought leadership marketing** So, how do you know if it's working? The metrics are actually quite simple. When your team reposts company content, that directly helps the business, and you can track that as an organizational metric. On an individual level, we have the ability to look at our follower and connection counts. I’ve asked our team at interVal to share two numbers with me each month: their total connections and their follower count. I don’t log into their accounts; it’s a simple self-report. When you see those numbers growing, it means your voice is being heard by more people. Inherently, that means the brand's voice is also being heard by more people. It’s a simple but powerful indicator of growing influence. ## **Just go try it** My final piece of advice is to just give it a try. There's nothing to lose. Throw the spaghetti at the wall and see what sticks. You might find that you love telling your story and sharing the expertise you already have. It’s a great feeling to connect with people authentically, and it’s one of the most powerful ways to build trust and grow your brand. So make a whole pot of pasta and give it a try. --- *Join our* [*Slack community*](https://www.cmoalliance.com/join-the-community/) *to get access to top CMOs all over the world, ask your most pressing questions, get inspired by success stories, and so much more.* [Community | CMO AllianceReady to connect with CMOs and top-level marketing executives all over the world? Join our community for an exclusive space for CMOs to network, share experiences and insights, and seek advice directly from other CMOs.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--320.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Meta_Image_Template-2-20.png)](https://www.cmoalliance.com/join-the-community/) ### Marketers are adopting AI. So why aren't organizations embracing it? URL: https://www.cmoalliance.com/ai-adoption-paradox/ Last updated: 2025-11-13T14:32:54.000Z Earlier this year, we began working on a report exploring the future of marketing. There's a lot of noise on the topic – much of it conjecture – so we wanted to hear from actual marketers on what *they* think the profession will look like in 1, 5, 10 years' time. When setting out to create this report, we knew one topic would likely dominate the discussion: artificial intelligence (particularly the generative variant). Now, almost a year later, we have the data on how marketers are using AI, and more importantly, how they think the technology will transform the marketing profession in the years to come. All the data is laid out in our [Future of Marketing Report](https://www.cmoalliance.com/future-of-marketing-2025-report/) (which is available for free right now), but in the meantime, we wanted to highlight a paradox, or tension, in the way AI is being adopted within the marketing space – namely, the curious gap between enthusiastic individual adoption and organizational hesitancy and inertia. [ Grab your copy ](https://www.cmoalliance.com/your-future-of-marketing-report-2025/) ## The tension at the heart of AI adoption Some of the numbers on AI adoption are striking: 89% of marketers are using AI tools "regularly", and of that number, 62% report that the technology has made them "a lot more efficient". Tools like ChatGPT have become as ubiquitous as email clients, with 80% of marketers using OpenAI's chatbot as their go-to AI platform. Content that once took hours to create now takes minutes. Campaign analytics that required dedicated analysts can now be generated instantly. But that's not the whole story. Beneath this efficiency revolution lies a tension that's keeping marketing leaders awake at night. --- ![Will AI lead to job losses or job creation in the marketing profession?](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/11/ai-jobs.png) --- When asked about AI's impact on the job market over the next five years, marketers are almost perfectly split: 46% believe AI will create new marketing jobs, while 44% predict it will lead to job losses. That a split exists over the question of job displacement is hardly surprising. There are still many unknowns. But the reality is likely more nuanced than a binary choice. AI won't simply eliminate roles or spawn new ones wholesale. Instead, it will [broadly reshape what marketers do](https://www.cmoalliance.com/how-ai-is-reshaping-b2b-marketing-teams-and-strategy/), how teams are structured, and what skills become valuable. The marketers who thrive will be those who understand this shift and position themselves accordingly. ## Why most organizations are stuck If AI is so transformative, why aren't more organizations fully embracing it? Our data reveals a striking pattern: 3 years after the explosion of generative AI technology, 52% of organizations are still in the "testing and pilot programs" stage of AI adoption. And another 26% are in early exploration. That means over three-quarters of marketing organizations are still experimenting rather than fully integrating AI into their workflows. Only 18% have achieved full integration into their workflows. This is remarkable when we consider that 9 in 10 marketers are already using AI tools regularly, and the vast majority report significant efficiency gains. There's clearly a gap between individual adoption and organizational transformation. --- ![Organizational AI adoption maturity](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/11/ai-adoption.png) --- The barriers are real and tangible. When we asked marketers about their biggest challenges in adopting new technologies, 41% pointed to integration with existing systems as the top hurdle. Many marketing teams are dealing with legacy platforms, siloed data sources, and fragmented tech stacks. Adding AI without disrupting workflows or duplicating effort is genuinely difficult, especially in larger or more mature organizations. But there's a deeper issue at play, one that reveals a strategic disconnect that could prove costly. ## **The strategic blind spot: Tomorrow's priority problem** Here's where things get interesting, and frankly, concerning. When we asked marketers to identify which trend would have the most significant impact on the future of marketing, AI and machine learning dominated with 51% of responses. It wasn't even close: Personalization at scale came in a distant second at 21%. But when we asked about top priorities for the year ahead, integrating new technologies like AI and automation ranked near the bottom at just 6%. Upskilling to adapt to emerging tech fared only slightly better at 7%. --- ![The top priorities for marketing teams in 2026](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/11/priorities.png) --- A bias towards "business as usual" is pervasive. Marketers overwhelmingly believe AI will reshape their industry, but very few are prioritizing the work needed to prepare for it. So what's crowding out AI investment? The usual suspects: driving lead generation (32%) and increasing brand awareness (24%) dominate the priority list. These are important, revenue-linked objectives that face immediate pressure and scrutiny. But they represent short-term thinking at the expense of long-term positioning. As Petr Hloušek, CMO at ALVAO, puts it: > Many companies, not just marketing teams, are still surprisingly hesitant. They talk about data privacy, legal risks, or compliance, but often it’s just fear, lack of time, or underestimating the potential. AI isn’t going away. The real risk isn’t leaking data – it’s leaking relevance. The companies who learn to use it early (and wisely) will win. This pattern — recognizing AI's importance while failing to prioritize its integration — creates a vulnerability. Organizations are essentially sleepwalking into an AI-powered future they haven't prepared for. And while they're focused on this quarter's lead generation numbers, their more forward-thinking competitors are building the infrastructure and capabilities that will define the next era of marketing. The question isn't whether to prioritize AI integration. It's whether you can afford not to. ## Is data complexity stalling AI adoption within marketing? When we asked marketers about their biggest obstacles to adopting new technologies, integration with existing systems topped the list at 41%, significantly ahead of cost (17%), lack of training (19%), or uncertainty about ROI (19%). --- ![The barriers to AI adoption within marketing teams](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/11/new-technology.png) --- This isn't just about plugging in a new tool. AI requires something fundamentally different from previous marketing technologies: unified, clean, accessible data flowing across platforms. Many organizations don't have this. Instead, they have what's often described as "data chaos": customer information scattered across CRM systems, marketing automation platforms, analytics tools, and spreadsheets. Purchase history lives in one system, website behavior in another, email engagement in a third. These systems rarely talk to each other effectively, and when they do, the data is often inconsistent, incomplete, or outdated. For AI to deliver on its promise — whether that's personalization, predictive analytics, or intelligent campaign optimization — it needs to see the complete picture. Feed it fragmented data, and you get fragmented results. The old technology adage holds true: garbage in, garbage out. ### The personalization paradox The irony is particularly acute when it comes to personalization, one of AI's most compelling use cases. Our research shows that 68% of marketers believe [hyper-personalization will become the norm](https://www.cmoalliance.com/personalization-in-marketing-automation/) in the near future, and 66% are already leveraging first-party data to make it happen. But dig deeper and the challenges emerge. When asked about the biggest hurdles to implementing personalization, 72% pointed to data quality and integration, by far the most common response. Privacy and compliance came in second at 49%, followed by measuring ROI at 43%. In other words, the very thing AI needs to excel at personalization — comprehensive, unified customer data — is precisely what organizations struggle to provide. This is compounded by the regulatory environment. A striking 73% of marketers say data privacy regulations like GDPR and cookieless advertising have had a significant or very significant impact on their marketing strategy. The third-party cookie, which for years provided a shortcut to understanding customer behavior across the web, is disappearing. Tracking restrictions are tightening. Attribution is becoming more difficult, not easier. Organizations are being asked to do more with AI using less data, or at least less easily accessible data. It's no wonder that 55% predict a zero- and first-party data "takeover" in future personalization strategies. But building robust first-party data collection and unification systems is exactly the kind of complex, unglamorous infrastructure work that organizations struggle to prioritize and fund. ## What this means for AI adoption in marketing The data challenges are central to AI adoption. While individual marketers can derive value from AI tools working with whatever data they have access to, organizations trying to deploy AI at scale run into these problems immediately: - [**Personalization engines**](https://www.cmoalliance.com/personalizations-power-in-modern-advertising/) can't deliver individualized experiences when customer data is fragmented across systems - [**Predictive analytics**](https://www.cmoalliance.com/the-predictive-revolution-how-marketing-is-learning-to-see-around-corners/) produce unreliable predictions when trained on incomplete or inconsistent data - [**Attribution models**](https://www.cmoalliance.com/chasing-roas-marketing-attribution-pipe-dream/) can't accurately measure campaign effectiveness when touchpoints aren't connected - **Automated optimization** makes suboptimal decisions when it can't see the full customer journey - **AI-powered insights** miss critical patterns when data silos prevent comprehensive analysis This is why 52% of organizations remain in pilot mode. Pilots can work around data limitations. They operate in controlled environments with carefully curated datasets. But when you try to scale AI across the entire marketing operation, you smash directly into these foundational data problems. The organizations currently stuck aren't necessarily less ambitious or less capable than the 18% who have achieved full AI integration. They may simply have more technical debt, more complex legacy systems, or more regulatory constraints to navigate. But the clock is ticking. Every quarter spent in pilot mode is a quarter where more nimble competitors are building the data infrastructure and AI capabilities that will define the next era of marketing. The 40% struggling with integration challenges can't afford to treat data infrastructure as something to fix "eventually." It's not just plumbing. Rather, it's the foundation everything else is built on. And without it, AI adoption at the organizational level will remain perpetually aspirational rather than operational. ## ### Leading a successful rebranding initiative at Aziro URL: https://www.cmoalliance.com/leading-a-successful-rebranding-initiative-at-aziro/ Last updated: 2025-11-13T07:58:39.000Z It was a Wednesday morning, and I logged into our monthly executive strategy with a sense of anticipation. During the session, our CEO spotlighted the real impact of our AI test automation solution – how it helped customers speed up release cycles and boost efficiency. The success was undeniable, but bigger questions surfaced: - Do all our customers truly know the potential of AI-powered solutions? - How do we reach the ones who don't? - And most importantly – how could we ensure they saw us not just as a product engineering partner, but as an AI-native force reshaping their future? That's when it became clear – our brand needed to mirror our **AI-first identity.** **That's when the rebranding journey began.** ## Beyond logos: Why rebrands fail (and how ours didn’t) Rebranding often falters when organizations underestimate the depth of the journey. It’s not just about a fresh logo or a catchy tagline – it's about reshaping identity from the inside out. Too often, companies overlook employee alignment, skip the hard conversations, or treat rebranding as a design project rather than a cultural shift. That's where failure creeps in: hesitation lingers, collaboration breaks down, and the new brand struggles to inspire. I saw this firsthand – when I spoke with our employees, many voiced hesitation, reflecting the uncertainty that can derail even the boldest plans. For us, the decision to rebrand was electrifying, but we knew success would hinge on engaging every department and transforming that hesitation into shared conviction. ### Aligning identity with impact As we went deeper with our leadership, engineering, and HR teams, one truth stood out. For years, we have been known for our technology prowess – a reliable software product engineering partner trusted for scale and delivery. Yet behind the curtain, we had already transformed into something bigger: an AI-native product engineering powerhouse, building automation frameworks, intelligent systems, and cloud ecosystems. We had developed in-house AI solution accelerators for Fortune 500s and ISVs to embed intelligence in their systems at scale. Still, outside our walls, we were often seen through a legacy lens. **Bridging that gap became the heart of our rebranding effort.** **This wasn't about just a new logo – it was about a new narrative.** It demanded we reintroduce ourselves with clarity and differentiation: who we are, who we serve, and what makes us unique. Leading this rebrand, my top priority was to craft a unified story – one that carried across every conversation, every customer, and every touchpoint. The design elements would follow, but the foundation had to answer a few critical questions. We collaborated with our leaders across more than six departments to develop our vision, mission, and purpose. 1. **Our purpose:** We solve complex technology challenges and drive business success with AI-powered, future-ready technology solutions 2. **Our vision:** To be the elite tech force that technology leaders trust to drive their transformations at scale 3. **Our mission:** To drive technology transformations for global enterprises and high-growth ISVs by delivering AI-powered solutions and expert talent, enabling them to achieve market leadership 4. **Who are we now:** An AI-native software product engineering company/AI-native technology transformation company 5. **Who we serve:** Fortune 500 and Global 2000 enterprises, ISVs, and forward-looking Unicorns 6. **What we stand for:** Reliable AI-native engineering partner to build autonomous, intelligent, and resilient ecosystems 7. **What differentiates us:** Our ability to embed AI at the very core of software product engineering (AI-native Engineering) – not as an afterthought ## Stage 1: Laying the foundation Our rebranding efforts began with two critical pillars: defining a **new name** and creating a **visual identity system** that would endure over time. ### Name change: From legacy to futuristic identity One of the earliest and most critical decisions was selecting a name that truly embodied our AI-native vision. As a marketing team, we began by shortlisting over **100 potential names**, each carrying layers of meaning, metaphor, and modernity. We wanted something that felt poetic yet powerful – concise enough to be memorable, and futuristic enough to signal where we were headed. After internal shortlisting within marketing and later with our leadership team, we narrowed it down to **five strong contenders**. From there, we conducted an organization-wide survey to test recall, association, and resonance. The leading choice with more than a 50% margin was clear: **Aziro**. The name stood out for its… - **Brevity** – easy to remember, pronounce, and spell - **Futuristic vibe** – aligning with our AI and technology-first narrative - **Memorability** – distinctive enough to make an impression in a crowded market In many ways, the name captured what we stood for – forward-thinking, boundary-pushing, and ready to define the future of engineering with AI at its core. ### Visual lexicon: Logos and brand guidelines Once the name was finalized, the next step was to craft a logo that would symbolize our new identity. We explored over **50 logos and design variations for one single name: Aziro.** Each design variation was tested for alignment with our narrative, visual appeal/impact, and recall value. The chosen design – a **stylized “A"** – was more than just an aesthetic choice. It symbolized: - **A + i = A**: The infusion of AI into everything we engineer - **Forward motion arrow**: Progress, momentum, and the future-facing nature of our services - From there, we built complete **brand guidelines**: - **Color palette**: Bold, modern shades that reflected confidence and energy - **Typography**: Clean, professional fonts for clarity and consistency - **Iconography and visual style**: Adaptable across platforms, from digital interfaces to physical events [![Image titled "Aziro Logo Construction" breaking down the elements of Aziro's new logo](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/11/data-src-image-0111c430-b8b7-4fca-a245-b88e162ab236.png)](https://www.cmoalliance.com/leading-a-successful-rebranding-initiative-at-aziro) ## Stage 2: Orchestrating the rebrand A successful rebrand is never the work of a single team. It requires the synchronized efforts of every department. Each brings unique expertise to translate the new identity into reality. **At Aziro, rebranding became a company-wide mission.** Sales, engineering, HR, marketing, operations, IT, finance, legal, and compliance all played key roles in ensuring our transformation was seamless, credible, and holistic. ### Sales: Brand storytellers Sales became the voice of the new brand, ensuring every customer conversation, proposal, and negotiation reflected Aziro’s AI-native identity. Beyond numbers and deals, the team embraced the rebrand as a trust-building tool – projecting clarity and consistency, at every touchpoint with confidence. **Key initiatives** - **Proposals and contracts:** Updated templates, proposals, and agreements to align with new brand language, reinforcing professionalism and trust. - **Client conversations and pitch decks:** Refreshed all pitch materials, sales presentations, and demo environments with the new identity, ensuring a consistent narrative from first meeting to final closure. - **Sales enablement content:** Equipped teams with rebranded battlecards, case studies, ROI calculators, and data sheets to strengthen our positioning. - **CRM and touchpoints:** Standardized email signatures, CRM templates, and outreach sequences with the updated branding for a unified customer experience. - **Customer education:** Incorporated “Aziro” storytelling into sales conversations, weaving legacy strengths with new AI-native positioning to inspire trust. - **Events and networking:** Represented the rebranded Aziro at conferences, client workshops, and industry events with consistent messaging, branded collateral, and unified team presence ### Marketing: The epicenter of transformation Marketing drove the rebrand and made it a live experience for all stakeholders, both internal and external. Beyond visual changes, the team ensured every digital, print, and media touchpoint consistently carried the new Aziro identity. **Key initiatives** - **Narrative and communication**: Crafted Aziro Reminisce – a storytelling bridge between legacy and new identity, internal campaigns to align employees, and external press kits/PR for brand-wide rollout. - **Advertising and outreach**: Revamped social media presence, refreshed ad creatives and campaigns, upgraded email newsletters and templates, and rebranded our flagship LinkedIn newsletter (Tech Lumos 2025). - **Digital presence and collateral**: 100+ fresh website pages (logo, favicon, service pages, blog), 50+ case studies, 100+ one-pagers, 10+ brochures, and refreshed downloadable assets like infographics, guides, and eBooks. - **SEO and digital Strategy**: Updated 500+ pages for meta tags, titles, alt text, analytics, and redirects to preserve SEO equity and ensure visibility. Partner directories like Clutch, G2, and GoodFirms were also updated. ### Engineering: From builders to AI-native innovators Engineering became the proof point of the new brand, turning Aziro's AI-native identity from a promise into tangible innovation. Every framework, line of code, and client solution was reimagined to reflect how deeply AI is woven into the core of what we build. The team shifted from being system builders to *AI-native innovators*, driving transformation not just through delivery, but through **intelligence, automation, and architecture.** **Key initiatives** - **AI-native engineering frameworks:** Refactored existing solution accelerators and automation frameworks to integrate AI and predictive capabilities, ensuring intelligence was built into products from the ground up rather than added later. - **Engineering standards and playbooks:** Introduced new AI-native engineering playbooks and best practices, covering architecture patterns, MLOps pipelines, and generative frameworks to unify delivery excellence across projects. - **Showcase development:** Built internal "Aziro AI Labs" prototypes and live proof of concepts demonstrating AI-driven automation, self-healing pipelines, and autonomous testing – serving as flagship showcases of our AI-native capability. - **Collaboration and enablement:** Partnered with sales and marketing to convert engineering achievements into rebranded case studies, solution demos, and client success stories – aligning technology delivery with brand storytelling. - **Cultural transformation:** Fostered an innovation-driven culture through internal AI hackathons, upskilling programs, and mentorship on AI-native engineering principles – shifting teams from delivery-focused to discovery-driven. ### Operations: Bringing the brand to life Operations ensured the new identity was visible beyond screens. They brought it to every office campus, event, and physical interaction. Their role was to embed the rebrand in every part of our tangible ecosystem. **Key initiatives** - **Office and vents:** Updated signage across global offices, redesigned banners/standees, and even created photo booths to celebrate launch day. - **Stationery refresh:** Rebranded business cards, letterheads, notebooks, courier covers, and official seals. - **Employee merchandise:** Rolled out new ID cards, lanyards, and launch-day kits with branded merchandise, supported by celebratory sweets distributed across offices. ### Corp apps and IT: Powering the digital backbone Behind the scenes, the IT and corporate applications team played a crucial role. They ensured the **technical backbone** of the rebrand was flawless. Their work safeguarded business continuity while moving the new brand identity online. **Key initiatives** - **Domains and hosting**: Seamlessly transitioned to the new domain name with updated SSL, DNS, and hosting. - **Website redirection**: Implemented global redirects without downtime to protect search visibility. - **Policies and systems**: Updated privacy and legal policies, terms of service, disclaimers, and internal digital platforms to reflect the new brand. ### Finance and legal: Cementing trust Rebranding isn’t complete until the new identity is embedded into the organization’s **legal and financial DNA**. Finance and Legal ensured the transformation was watertight – removing any ambiguity for clients, partners, or regulators. **Key initiatives** - **Legal alignment**: Updated contracts, agreements, disclaimers, and compliance certifications (ISO, GDPR, SOC) to reflect the new Aziro brand. - **Partner and vendor communication**: Sent formal rebranding updates and revised contracts across the client ecosystem. - **Finance and payroll**: Rolled out updated invoices, payslips, and banking documentation under the new identity. ### HR: Making the brand human HR carried the rebrand into the employee experience, ensuring the new identity wasn’t just external but lived every day within the organization. From hiring to culture-building, HR became the custodian of alignment and belonging. **Key initiatives** - **Onboarding and orientation:** Rebranded induction decks, welcome kits, and orientation sessions to immerse new hires in the AI-native identity. - **Internal communication:** Refreshed HR portals, policy documents, and intranet content with updated brand language and visuals. - **Employee engagement:** Rolled out internal campaigns, workshops, and town halls to reinforce the brand story and create shared ownership. - **Talent branding:** Updated job descriptions, career pages, and recruitment platforms (LinkedIn, Naukri, Glassdoor, and Ambition Box) to reflect the new positioning. - **Culture and recognition:** Branded employee awards, recognition programs, and engagement activities to strengthen connection to the new identity. ## Stage 3: The grand reveal After six months of preparation, strategy, and alignment, it was time to unveil our new identity to the world. Leading this event meant I had to wear two hats simultaneously: 1. **A storyteller, to shape the narrative**, and 2. **A showrunner, to orchestrate the execution** The design of the event followed a deliberate three-stage flow: **Build-up → Reveal → Amplification**. ### 1\. Pre-event: The build-up We wanted the launch to be more than a one-day announcement; it had to be a movement. To create that momentum, we planned a hybrid rollout, combining both physical and digital elements. **A promotional video featured our CEO**, the significance behind the new name and logo, expected FAQs, and a roadmap of the changes. Internal alignment sessions prepared employees as brand ambassadors, ready to tell the Aziro story **To drive external awareness, we ran targeted campaigns** to customers, prospects, partners, and decision-makers, introducing them to the upcoming transformation. Invitations to the rebrand event were sent as a call to witness a milestone, not just an update ### 2\. The event: Our moment of truth The rebranding event itself was designed to be memorable, energetic, and symbolic of our shift from legacy to AI-native leadership. Delivered as a hybrid experience across global town halls and live-streamed digitally, it blended emotion with precision. **Event highlights:** - **Flash mob opening**: Breaking away from convention, we kicked off with a flash mob – a burst of rhythm and movement that symbolized energy, vibrancy, and the collective spirit of transformation. In those first few minutes, the room shifted from the expected to the extraordinary: ties loosened, phones slipped back into pockets, and the audience leaned forward, caught in the momentum. It wasn’t just an icebreaker; it was a declaration that this gathering would be less about routine and more about renewal. - **Brand story video**: A powerful narrative film traces our journey from MSys Technologies to Aziro, tying past achievements with future aspirations. - **Leadership keynote**: Our leadership emphasized that this repositioning aligned us with our AI-native reality. - **Live unveiling**: The new name and logo were revealed simultaneously across locations – physically on stage, in office, and digitally on screens. - **Attendance (physical and online): 3200+** people attended our rebranding launch event, either in person at our office locations or via digital broadcasts. Our rebranding launch video ### 3\. The goosebumps moment: When Aziro arrived I’ll never forget the energy in that room. As the lights dimmed and the reveal video rolled, the Aziro logo appeared **with the tagline *“AI-Native Engineering for the Future***,” and the room erupted in applause. Online chats buzzed. Employees, clients, and partners felt it: this was us now. Months of work and countless iterations led to not just a reveal, but a shared celebration of identity. ### 4\. Post-event: Amplifying the impact A launch doesn’t end with the unveiling; it extends into how the world continues to experience it. We amplified the event across multiple channels: - **Social media storm**: We flooded feeds with 100+ visuals, hashtags, and highlights from the launch. - **Media coverage**: We gained industry visibility and credibility across 200+ industry platforms. - **Client communication**: We sent tailored emails to all our customers and partners explaining the significance of change, reinforcing continuity and innovation. - **Follow-ups**: We shared post-event assets with prospects and stakeholders, keeping the buzz alive long after the curtain dropped. ## The human side of rebranding Rebranding isn’t just about logos, campaigns, or media coverage. At its heart, it’s about people – employees who live and represent the brand. If they don’t believe in the new identity, no amount of external storytelling will resonate with them. That’s why we made employee belief-building a central part of our rebranding journey. - **Town halls with purpose**: I spearheaded interactive sessions to explain the “why” behind Aziro. These weren’t one-way presentations but open forums where employees could voice their perspectives and internalize the vision. - **Brand kits for everyone**: We created simple, accessible brand kits – comprising talking points, guidelines, and visual references – so that every team member could confidently articulate what Aziro stands for. - **Participation, not just observation**: Employees shared personal stories of how they had grown with the legacy brand and what the new brand meant to them. This gave authenticity to the transformation. ## Overcoming obstacles of all kinds Rebranding at this scale is exhilarating but never easy. Hurdles demanded clarity, resilience, and quick decisions. - **Hesitation**: Some questioned whether rebranding would truly matter to clients. I addressed this head-on by demonstrating how perspective gaps had already hindered sales conversations and recruitment momentum. Rebranding was not optional – it was quintessential. - **Logistics**: With multiple geographies and a hybrid event model, coordination was a complex process. I built a clear **workstream ownership model** spanning design, tech, content, and outreach – so accountability was distributed, but progress was unified - **The biggest challenge was the limited timeframe: we had weeks, not months, to act. We focused on maximum impact, choosing *clarity over polish and momentum over procrastination.*** ## Impact and outcomes Rebranding is most valuable when it creates real, measurable outcomes. Our main takeaways: stakeholder resonance matters most, leadership must amplify the new direction, and success is visible through client engagement and improved market perception. ### Voices of appreciation: Praise for the rebrand Our leadership team, global customers, prospects, and partners all shared their appreciation. The CEO himself shared that in every conversation over the past month, clients mentioned the rebrand and praised the new logo and name. That spontaneous recognition was proof that awareness had been created at the highest levels. ### 200 headlines, one story: Aziro’s global spotlight Our rebranding story was featured by over **200 media outlets worldwide**, from the U.S. to Australia. The breadth of coverage reinforced not only the strength of our narrative but also positioned Aziro firmly as a forward-looking, AI-native company. ### Identity to impact: 30+% pipeline velocity Most importantly, rebranding positioned Aziro for **higher-value deals**. Our new AI-native narrative began opening doors with Fortune 500 companies and ISVs, who now clearly saw us as innovation partners, not just engineering vendors. We witnessed over **a 30% increase in our sales pipeline**, with the majority of these prospects inquiring about our AI-native solutions. ### From brand pride to brand power: Employees as brand ambassadors Internal surveys revealed over a **90% boost in pride** around the new identity. Employees weren’t just wearing the new brand – they were living it, advocating it, and celebrating it. ## Lessons in leading transformation Leading this rebranding initiative wasn't only about changing how the world saw Aziro – it was about reshaping how I saw leadership. Employees who once hesitated to speak about the company now proudly represent it. With the proper guidance and alignment, they have transformed into confident voices of our brand. Today, they don’t just work for the organization – they carry its identity, values, and vision forward as true ambassadors of technology and change. These have become my guiding takeaways. 1. **Rebranding is cultural, not cosmetic:** Logos and colors matter, but belief and behavior matter more. 2. **Narrative > visuals:** A clear, compelling story should be the foundation for every design choice. 3. **Involve everyone:** Employees are the most authentic brand ambassadors when they co-own the journey. 4. **Velocity matters:** In today’s fast-moving landscape, campaigns must prioritize momentum over perfection. ## Conclusion: Branding as leadership Leading Aziro’s rebranding was more than a professional milestone – it was a **transformative marketing leadership experience.** The most important takeaway is that branding encompasses strategy, psychology, culture, and vision. Bringing a brand to life empowers people to share a common future vision. **My biggest lesson: successful leadership means uniting teams behind a shared belief that they can champion every day.** ### OKR canvas template URL: https://www.cmoalliance.com/okr-canvas-template-framework/ Last updated: 2025-11-12T10:37:57.000Z The [OKR](https://www.cmoalliance.com/are-you-ok-with-okrs/) canvas template is your go-to tool for aligning your team on measurable goals and staying on track to achieve them. Whether you’re looking to increase brand awareness, boost sales, or build a culture of excellence, this template helps you clearly define objectives, key results, and actionable steps, making it easier to monitor progress and keep everyone on the same page. ## What is an OKR canvas template? The OKR canvas template is a structured framework that helps teams and individuals set and track goals with [measurable outcomes](https://www.cmoalliance.com/measuring-success-growth-marketing-strategies/). It’s built around three core components: - **Objectives:** Where you want to go – your overarching goal. - **Key results:** The measurable benchmarks that define success. Typically, each objective includes 3–5 key results. - **Actions:** The tasks you need to complete to achieve your key results. This collaborative tool empowers you to focus your efforts, create alignment across stakeholders, and measure success as you work toward ambitious goals. ## Who is it for? This template is perfect for leaders and teams across various functions, including marketing, sales, and HR. Whether you’re managing a project, setting company-wide goals, or improving individual performance, the OKR canvas provides clarity and direction for everyone involved. If you’re a CMO, this template is especially useful for aligning marketing efforts with business goals, increasing focus on priorities, and improving team transparency and accountability ## How to use the template 1. **Define your objectives:** Start by outlining what you want to achieve. Be specific and aspirational, yet realistic. 2. **Set key results:** Identify the metrics that will measure progress toward your objectives. For example, increase MQLs by 20%. 3. **List your actions:** Break down each key result into actionable steps. Assign ownership, set deadlines, and track progress as you go. 4. **Collaborate with your team:** Share the canvas to ensure alignment and accountability. Regularly review and update it to stay on track. With this template, you’ll have everything you need to turn big ideas into measurable results. ## Download your OKR canvas template ![OKR canvas](https://www.productmarketingalliance.com/content/images/2025/01/OKR-canvas-1.png) [OKR canvasOKR canvas.pdf42 KBdownload-circle](https://www.productmarketingalliance.com/content/files/2025/01/OKR-canvas.pdf "Download") [OKR canvasOKR canvas.xlsx26 KBdownload-circle](https://www.productmarketingalliance.com/content/files/2025/01/OKR-canvas.xlsx "Download") [OKR canvas![](https://www.productmarketingalliance.com/content/images/icon/spreadsheets_2023q4-7.ico)Google Docs![](https://www.productmarketingalliance.com/content/images/thumbnail/AHkbwyJ3y-Hor1C1TeUfdqMD1wp2DNdnQQw0mkFksjeNNYbe2sHBJ1MNWEjoJnGM0-ozFDrFLQAvLt8Fp1OWuR5_qwbZ3WkVIml2G5YwEWBu-oop7RA4Nho-w1200-h630-p)](https://docs.google.com/spreadsheets/d/17bmwzqQMetRtnplGFDzlNk1hcH9paj2X-Gp7mfJPN1g/edit?usp=sharing) _This post is for paying subscribers only._ ### 4 steps to innovate your marketing operating model URL: https://www.cmoalliance.com/4-steps-to-innovate-your-marketing-operating-model/ Last updated: 2025-11-07T14:30:15.000Z The pressure to launch big, splashy [marketing campaigns](https://www.cmoalliance.com/marketing-campaign-planning-template-framework/) is a common one. But how many of us have seen these ambitious plans fall flat, or fail to get off the ground entirely? These types of campaigns can die on the vine before they’ve had the chance to succeed. And before you think, *they were bad ideas*, it’s not that at all. It’s because the foundational work of innovating the operating model hasn't been done first. As marketers, we’re hardwired to be [customer-obsessed](https://www.cmoalliance.com/perfect-your-marketing-processes-by-giving-your-customers-a-voice/). But I believe the most impactful work isn't necessarily the sexiest; it's the tough, behind-the-scenes work that enables your team to do their best. So, let’s get started. Here are four key principles for innovating your [marketing operating model](https://www.cmoalliance.com/marketing-operations-in-product-marketing-strategy/) and how to implement them to drive meaningful, long-term change. ## Principle 1: Efficiency before innovation As marketers, we know it's critical to drive innovation. However, the best transformations often fail because teams are not given the time and space to metabolize them. To lead a successful innovation agenda, you must first "clean out the closet." I start by meeting with frontline marketers across divisions and geographies to understand their pain points. What processes or systems are slowing them down? I take it all in, identify the common culprits, and then work to solve those problems. Time sucks often exist because they are difficult to tackle, but once you do, you'll have bought your team the oxygen they need to take on the innovative work you’re planning. For expert insights like this straight to your inbox twice a month, sign up for Pro+ membership. You'll also get access to a range of certifications, a complimentary Summit ticket, 50+ tried-and-true templates, members-only workshops, and **much* more. So, what are you waiting for? [Fast-track your marketing career ](https://www.cmoalliance.com/pro-plus-membership/?utm%5Fsource=ghost&utm%5Fmedium=resources&utm%5Fcampaign=content) ### Common culprits of inefficiency While many pain points are specific to an organization, I've found a couple that are common almost everywhere. #### Martech redundancy This is common in organizations that have grown through [mergers and acquisitions](https://www.productmarketingalliance.com/when-to-rebrand-after-a-merger-or-acquisition/). Efficiencies are often identified in back-office functions, but the "too-hard" projects – like consolidating redundant marketing technology – are left untouched. I think of this as **marketing tech debt**. It accumulates over time, creating a mess of fragmented [customer data](https://www.productmarketingalliance.com/4-sources-of-data-that-product-marketers-shouldnt-overlook/) and making it difficult to share best practices. A common example is having multiple email service providers. My advice is to partner with your product and data engineering teams to consolidate your martech stack. It’s tough, but it will streamline so much of what your teams can do. [!["My advice is to partner with your product and data engineering teams to consolidate your martech stack." – Angela Tribelli Former Global Head of Consumer Marketing and Growth, Bloomberg Media](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/11/data-src-image-0a3d3e25-6fde-4b29-8a70-1766b8e1680c.png)](https://www.cmoalliance.com/4-steps-to-innovate-your-marketing-operating-model) #### Lack of process for sharing best practices This is a major pain point in global organizations. Smart ideas can come from anywhere in your organization, but a lack of a systematic way to share them means these ideas often die. Find a way to celebrate those smart ideas across teams. Do this for both best practices and lessons learned – what worked and what didn't. This will create a culture where everyone is celebrated for innovating and learning. _This post is for paying subscribers only._ ### What happens when marketing and finance share the same goals [Video] URL: https://www.cmoalliance.com/what-happens-when-marketing-and-finance-share-the-same-goals-video/ Last updated: 2025-11-05T18:44:22.000Z --- --- ### Chief Marketing Officer Awards 2025: Your shortlist URL: https://www.cmoalliance.com/cmo-awards-2025-your-shortlist/ Last updated: 2025-11-06T15:42:13.000Z This year, we received an outstanding range of nominations from across the marketing landscape – highlighting the creativity, leadership, and vision driving our industry forward. From influential CMOs to high-performing teams and innovative campaigns, these finalists represent the very best in modern marketing excellence. As we celebrate their impact and achievements, we’re proud to introduce the shortlist for each category of the 2025 Chief Marketing Officer Awards. Join us in recognizing the leaders who’ve redefined what it means to inspire, innovate, and make an impact in 2025. ## Chief Marketing Officer of the Year ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/11/SHORTLIST--2-.png) This year’s CMOs have proven that true leadership goes beyond vision – it’s about impact, influence, and the ability to lead teams through transformation. From driving growth to redefining what marketing leadership looks like in a rapidly evolving landscape, these finalists have shown unmatched strategic clarity, creative direction, and executive excellence. They’ve set the standard for modern marketing leadership, inspiring their teams and their industries alike. - [George Danifeld](https://www.linkedin.com/in/ionutdanifeld/), Chief Marketing Officer at TRAPO - [Ed Barrett](https://www.linkedin.com/in/ed-barrett/?originalSubdomain=ie), Chief Sales and Marketing Officer at Supermetrics - [Steve Keifer](https://linkedin.com/in/stevekeifer), Chief Marketing Officer at Ordway Labs - [Madhav Bandari](https://www.linkedin.com/in/madhavbhandari/), VP of Marketing at Storylane - [Carolyn Bao](https://www.linkedin.com/in/carolynbao/), Chief Marketing Officer at Edge ## Content Marketing Leader of the Year ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/11/SHORTLIST.png) The content landscape is shifting fast, but these leaders haven’t just kept up; they’ve stayed ahead. They’ve built trust through storytelling, turned strategy into substance, and inspired audiences in an age where authenticity and AI collide. This year’s shortlists have redefined what it means to create content with purpose – driving engagement, loyalty, and growth through the power of great storytelling: - [Jennifer Lazarz](https://www.linkedin.com/in/jennifer-lazarz/), Director of Marketing at Medical Informatics Corp. - [Alaa Ayman](https://linkedin.com/in/alaa-ayman-abdelrahman), Marketing Manager at Uniparticle - [Julie Dam](https://www.linkedin.com/in/juliedam/), Vice President at Grafana Labs - [Noah Brox](https://www.linkedin.com/in/noahbrox/), Director of Creator & Content Marketing at Capitol Music Group ## Brand Marketing Leader of the Year ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/11/BRAND-SHORTLIST--1-.png) A brand isn’t just a logo – it’s a living story, and these leaders have been its authors. They’ve guided their brands through change, sparked emotional connections, and elevated their companies into household names. This year’s finalists have shown what it takes to craft brand identities that stand out, stick around, and inspire loyalty at every touchpoint: - [Alberto Gerin](https://www.linkedin.com/in/albertogerin/), CMO, Head of Product Marketing at Modefinance, a TeamSystem company - [May Ohn Nyunt](https://www.linkedin.com/in/mayohnnyuntkyi/), Chief Branding Officer at Pun Hlaing Hospitals - [Chloe Petherick](https://www.linkedin.com/in/chloe-petherick/), Director of Brand & Communications at ISS Facility Services – North America - [Sameer Shaik](https://www.linkedin.com/in/sameer54321/), Director Of Marketing & Partnerships at Qentelli ## Marketing Team of the Year ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/11/TEAM-SHORTLIST--4-.png) Behind every breakthrough campaign and every growth milestone is a marketing team that made it happen. This year’s finalists have proven what’s possible when creativity, strategy, and collaboration come together – pushing boundaries, solving problems, and amplifying impact across their organizations. From major brand moments to data-driven innovation, these teams are redefining what high-performing marketing looks like: - [Zeni](https://www.zeni.ai/) - [ServiceChannel](https://servicechannel.com) - [Sittercity](https://www.sittercity.com/) (a Bright Horizons Company) - [FourKites](https://www.fourkites.com/) ## What’s next? Since opening the nominations, we’ve had an overwhelming response, so congratulations on being shortlisted in your respective categories. ### Announcement date Now, the million-dollar question: When will the lucky winners be announced? We'll be announcing the winners via a LinkedIn Live broadcast on **Monday, December 1**. Simply head over to [CMO Alliance's](https://www.linkedin.com/events/cmoallianceawards2025-winner-sa7375967381241634819/theater/) page to tune in. Good luck! ### CMO channel strategies for 2025 and how they will shape 2026 URL: https://www.cmoalliance.com/cmo-channel-strategies/ Last updated: 2025-11-03T15:28:57.000Z When we asked 100s of CMOs and marketing leaders which channels they’ll prioritize in 2025, one response dominated the conversation: [**content marketing**](https://www.cmoalliance.com/content-marketing-for-different-stages-of-the-buyers-journey/). A striking **80.1%** of respondents placed it at the top of their list. This reflects a strategic commitment to building long-term brand authority through blogs, whitepapers, video, and thought leadership. Paid media followed at **57.3%**, while SEO (**51.2%**), social media (**48.8%**), and email (**43.9%**) filled out the top five. Together, these channels form the backbone of most modern marketing strategies. Meanwhile, affiliate, influencer, and experiential marketing are losing a bit of momentum, often sidelined by resource constraints, attribution challenges, or strategic misalignment. Let’s look into these stats a bit more… 💡 **Pssst! Download the* [***Future of Marketing 2025**](https://www.cmoalliance.com/future-of-marketing-2025-report/) *report for more.* ## Content marketing remains central [Content](https://www.cmoalliance.com/content-mapping-template-framework/) continues to be the foundation of marketing strategy because it drives value across almost every other channel. It fuels [SEO](https://www.cmoalliance.com/search-is-changing-google-ai-mode/) performance, provides assets for [social campaigns](https://www.cmoalliance.com/the-complete-guide-to-driving-lead-generation-with-paid-social-media-ads/), and keeps email nurtures alive. In 2025, brands are focusing on content that attracts attention and builds [credibility and trust](https://www.cmoalliance.com/navigating-consumer-uncertainty-how-brands-can-build-trust/) in a fragmented, AI-driven ecosystem. > “We’re investing heavily in what I call [*AI-Ready SEO*](https://www.cmoalliance.com/search-is-changing-google-ai-mode/) – ensuring our brand surfaces in large language model outputs like ChatGPT and Gemini, not just Google,” says **Rossana R. Rodgers, CMO at Authena AG**. “At the same time, we’re doubling down on intent-driven content, LinkedIn leadership, and partner-driven co-marketing.” Rossana’s approach highlights a subtle shift: content now has to be discoverable beyond traditional search engines and aligned with customer intent at every touchpoint. ## Paid media: measured and strategic Paid media remains a priority for more than half of marketers, despite rising costs and stricter privacy rules. Paid channels are a tactical amplifier. When paired with high-quality content, paid media drives measurable results that can scale campaigns efficiently. > **Charlie Grinnell, Co-CEO at RightMetric**, cautions: *“If you're picking channels before picking a strategy you’re doing it backwards. I see it constantly. Teams launch across five platforms because it's what everyone else is doing. But channels are just the last mile. Strategy should dictate execution, not the other way around.”* Paid media still delivers reach, but CMOs are now prioritizing campaigns that complement a broader ecosystem rather than chasing scale alone. ## SEO, social, and email are the steady workhorses SEO, social media, and email remain essential pillars. These channels allow brands to nurture organic discovery, maintain [community engagement](https://www.cmoalliance.com/putting-people-at-the-heart-of-your-brand-story/), and build meaningful relationships. In an era of fluctuating algorithms and increasing paid costs, owned and earned channels provide a sense of stability. > **Chetan Baregar, Senior Director of Marketing at Recykal.com**, notes, *“CACs on Meta and Google have gone through the roof, and performance is becoming harder to scale. As a result, we’ve shifted focus to owned channels like email, WhatsApp, and community building.* > *“Right now, it’s not about expansion; it’s about efficiency. Email and data-backed segmentation, combined with consistent WhatsApp engagement, are giving us direct, measurable impact.* > *"Priority-wise, our biggest focus is understanding our users deeply and engaging with them frequently. In the B2B landscape, staying top-of-mind is everything and if you’re out of sight, you’re out of the deal.”* This approach emphasizes efficiency over expansion. CMOs are now prioritizing channels that deliver measurable impact, reinforcing the value of nurturing existing audiences rather than chasing new ones indiscriminately. ## Channels losing ground Some channels are taking a back seat. [Affiliate marketing](https://www.cmoalliance.com/what-is-affiliate-marketing/) (**13.4%**) and [influencer marketing](https://www.cmoalliance.com/influencer-marketing-the-perfect-combination-of-brand-and-performance/) (**26.8%**) are no longer top-line priorities for many organizations. Attribution challenges, skepticism about ROI, and resource limitations make these tactics harder to justify in 2025 budgets. Offline and [experiential marketing](https://www.cmoalliance.com/how-to-build-an-experiential-marketing-strategy-examples-inside/) maintain a smaller but strategic role, particularly in B2B contexts. Events, [webinars](https://www.cmoalliance.com/webinar-strategy-template-framework/), and [field marketing](https://www.cmoalliance.com/what-is-field-marketing/) remain effective when integrated into broader content and digital strategies. ## Thinking ahead: 2026 and the ecosystem approach The biggest opportunity for CMOs isn’t choosing a channel but orchestrating how channels work together. **Alberto Gerin, CMO at Modefinance**, explains: > *“In a fragmented landscape, trust and context are king. Brands are doubling down on community-driven platforms like LinkedIn, and it's not just for reach, but for credibility and meaningful engagement.* > *“There’s a visible shift in LinkedIn conversations: from ‘channel performance’ to ‘ecosystem orchestration.’ The most effective marketing leaders are prioritizing integrated content ecosystems, where owned, earned, and paid media converge around trust,* [*thought leadership*](https://www.cmoalliance.com/10-steps-to-implement-your-very-own-thought-leadership-strategy/)*, and customer-centric value.* > *“I’m particularly inspired by the wave of emphasizing quality over frequency, sharing real outcomes of content-account-based strategies, or breaking down how to map intent data to platform use. For me, in 2025 and beyond, channels will matter less than the choreography between them.”* The implication is clear: the next wave of marketing success depends on integration. Channels are no longer siloed; they form a connected ecosystem that guides the customer journey and builds brand authority simultaneously. ## Preparing for 2026 Here’s what CMOs should keep in mind as they look to next year: 1. **AI-ready SEO** will become standard. Customers increasingly search through AI tools, not just traditional engines. Optimizing content for these systems will be critical for visibility. 2. **Community engagement grows in importance.** LinkedIn and other professional communities provide credibility and trusted touchpoints. 3. **Efficiency over expansion.** Rising [customer acquisition costs](https://www.cmoalliance.com/a-beginners-guide-to-customer-acquisition/) and resource limits push marketers to maximize existing audiences through [segmentation](https://www.cmoalliance.com/customer-segmentation-what-is-it-and-how-does-it-help/), [nurturing](https://www.cmoalliance.com/biggest-challenges-for-lead-nurturing/), and [personalization](https://www.cmoalliance.com/personalizations-power-in-modern-advertising/). 4. **Performance metrics evolve.** With reduced visibility due to privacy changes, marketers will need to balance traditional conversion data with engagement quality and brand lift. 5. **Authenticity wins.** Even with AI-powered content creation, storytelling that feels human and resonates with your audience remains the differentiator. The survey shows that channels matter, but the way they work together matters more. CMOs who think in ecosystems rather than silos will start 2026 ahead of the curve, creating strategies that are durable, measurable, and adaptable. ### How to create personalization at scale for B2C audiences URL: https://www.cmoalliance.com/how-to-create-personalization-at-scale-for-b2c-audiences/ Last updated: 2025-10-29T11:56:49.000Z How do you speak to a million customers with the same [personalized attention](https://www.cmoalliance.com/the-importance-of-personalization-in-digital-marketing/) as if you were talking one-on-one? This question has been the biggest paradox of B2C marketing for decades, and finding an answer is all the more crucial as markets grow ever more competitive. The only way to stand out is through [personal connection](https://www.cmoalliance.com/human-connection-is-at-the-heart-of-marketing-success/) – but as your company scales, this intimacy grows harder to maintain. That’s where [personalization at scale](https://www.cmoalliance.com/personalization-in-marketing-automation/) comes in. The right practices and tools can help you maintain that one-to-one connection beyond just adding a first name to an email. In this guide, we’ll break down how data and automation can help you anticipate needs, recommend products, and build the genuine loyalty that’s key to driving engagement and revenue. ## Understanding personalization at scale [Personalization](https://www.cmoalliance.com/the-importance-of-personalization-in-demand-generation-for-retailers/) is the practice of developing content and strategies that center on the customer. It lets them know that the company understands them and can provide what they need. As tech and customer expectations evolve, personalization is becoming more and more necessary for brands. Research by McKinsey and Co. found that [76% of customers would get frustrated](https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/unlocking-the-next-frontier-of-personalized-marketing) if companies didn’t deliver personalized interactions. Large businesses targeting broader audiences must personalize customer interactions at scale and deliver positive experiences to [build a loyal customer base](https://www.cmoalliance.com/9-retention-marketing-strategies/) and an engaged audience that translates into sales. ## The benefits of scaling personalization for B2C audiences Let’s break down the benefits of personalizing your marketing and sales efforts at scale. ### Meeting customer expectations Modern customers expect businesses to cater to their needs and create strong one-on-one connections, making personalization essential in marketing. Research shows that [72% of customers will only engage](https://completesms.com/blog/tips-for-higher-open-rates-personalization) with a message if a brand has personalized it. For example, companies can use AI to streamline marketing in a way that addresses user interests. As Archana Dhankar, VP of Marketing at Proofpoint, points out: “You have a wealth of knowledge that can be trained to [come out with product nuances](https://www.cmoalliance.com/how-ai-is-reshaping-b2b-marketing-teams-and-strategy/) and updates that are actually beneficial and that people really need.” [!["You have a wealth of knowledge that can be trained to come out with product nuances and updates that are actually beneficial and that people really need." Archana Dhankar, VP Marketing, EMEA at Proofpoint](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/10/Archana-Dhankar.png)](https://www.cmoalliance.com/how-to-create-personalization-at-scale-for-b2c-audiences) Finding ways to scale personalization to include all customers allows brands to meet audience expectations. Reaching them in this way makes it more likely that they will respond. ### Strengthening customer engagement Meeting customers’ expectations sets the stage for engaging with them. Personalized messages directly address people’s needs and desires, encouraging them to respond. Engagement is critical in online algorithm-based [social media](https://www.cmoalliance.com/go-viral-your-5-step-human-centered-social-strategy/) platforms. The more people interact and respond to your marketing messages, the more likely the site will push your content to more users, expanding your audience. ### Building and retaining customer loyalty Personalization fosters emotional connection. When customers feel consistently understood, they are more likely to support a company and stay loyal for the long term. Consistent personalization ensures every stage of the customer journey reinforces that connection. Repeatedly recognizing people’s needs and providing relevant information and suggestions encourages them to return, repurchase, and advocate for the brand. [!["By being consistent with brand codes, really strong storytelling, knowing their audience and what they care about – that’s how you drive customer preference, pricing power and loyalty." – Chloe Petherick Director of Brand & Communications at ISS Facility Services](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/10/Chloe-Petherick.png)](https://www.cmoalliance.com/how-to-create-personalization-at-scale-for-b2c-audiences) “By being consistent with brand codes, really strong storytelling, knowing their audience and what they care about – that’s [how you drive customer preference](https://www.cmoalliance.com/how-purpose-driven-marketing-drives-roi-with-chloe-petherick-video/), pricing power and loyalty,” says Chloe Petherick, the Global Head of Brand and Communications at Unispace. ### Improving conversion rates Personalization directly influences purchasing decisions. A message that directly reflects a customer’s interests and needs has a higher chance of converting than a more generic offer. For example, a customer who regularly shops for fabric or sewing supplies would be more likely to click on a product suggestion for a thread organizer than an ad for hiking boots. If you apply this principle at scale, these individual experiences compound and lead to measurable improvements in click-through and conversion rates. ### Boosting marketing ROI Improvements in customer engagement, loyalty, and conversions translate directly into sales. When campaigns reach the right people with relevant content at the right time, your marketing budget becomes more effective and your return on investment increases. Personalization allows you to create more value from every campaign. ## Key tools, tech, and tactics powering personalization at scale While quality and engaging content are essential in effective marketing, scaling personalization requires tech and infrastructure. These tools can form the foundation of a scalable personalization strategy for B2C brands. ### Answer engine optimization Search behavior and algorithms are shifting from keywords to questions. After all, questions are more natural to human speech. Many consumers now rely on conversational tools, like Google’s AI Overviews and voice assistants, to look up information and find brands to buy from. [Answer engine optimization](https://www.cmoalliance.com/how-to-rank-in-ai-overviews/) ensures your brand’s content stays relevant in these emerging environments. It helps you directly address user intent to position your company as the best answer for more high-intent questions. When asked how marketers could best [optimize their website for AI](https://www.cmoalliance.com/how-ai-is-rewriting-the-rules-of-search-video/), Guy Yalif, Chief Evangelist at Webflow, says: “One is content, where broadly we should go from keywords, to answering questions, to personalization in our own content.” ### Customer data platforms A [customer data platform](https://www.cmoalliance.com/to-cdp-or-not-to-cdp/) is essential for supporting a scalable personalization strategy. It gathers information from multiple sources, like website activity, email interactions, and social channels, and consolidates it into a unified profile. This organized database allows marketers to segment audiences more effectively and launch campaigns based on real-time information. ### AI-powered recommendations AI recommendation systems are a super-effective form of personalization. They analyze browsing patterns, context, and purchase history to suggest the most relevant products or content for each customer. You see this every day on sites like Amazon or Netflix, which always suggest your next buy or watch based on how you interact with the platform. The more customers interact with your brand, the more data these engines process and the more precise they become. “This awareness is not just about the technology but also about creating a meaningful exchange where consumers feel their [data is used to enhance](https://www.cmoalliance.com/game-plan-for-the-end-of-third-party-cookies/) their experience meaningfully,” says Adam Azor, EVP of Global Marketing at Sportradar. “Brands and marketers must ensure they deliver on the promise of a better, more personalized experience in exchange for consumer data.” [!["Brands and marketers must ensure they deliver on the promise of a better, more personalized experience in exchange for consumer data." – Adam Azor Executive Vice President, Global Marketing at Sportradar](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/10/Adam-Azor.png)](https://www.cmoalliance.com/how-to-create-personalization-at-scale-for-b2c-audiences) ### Automation software Automation keeps scalability sustainable. It executes your strategies based on collected customer insights, ensuring timely and relevant engagement at every stage. It amplifies your campaigns by handling repetitive tasks, allowing you to focus on strategy, creativity, and [storytelling](https://www.cmoalliance.com/learning/on-demand/storytelling-certified-masters/). ## Best practices for B2C personalization at scale With the right approach, you can use these best practices to launch compelling, customer-centric campaigns. ### Understand your audience through quality data Start by [collecting clean, comprehensive customer data](https://www.cmoalliance.com/five-best-practices-for-collecting-first-party-data/). Use multiple reliable sources – your customer data platform can help with that – to paint a full, accurate picture of your target audience’s needs and aspirations. Accurate and timely insights help you understand who your customers are and why they behave the way they do. ### Segment your audience [Segmentation](https://www.cmoalliance.com/customer-segmentation-what-is-it-and-how-does-it-help/) ensures you reach the right people with the right message. It’s essential to deliver relevance and personalization at scale. Aside from demographic segmentation, you can also explore behavioral and intent-based sections. You can start with broader groups and refine things over time with AI and machine learning tools. ### Leverage user-specific context Timing and context help further refine your personalization efforts. A good message that arrives at the wrong time can weaken your campaign and make it seem irrelevant. Use real-time contextual factors like device type, location, and time of day to make your suggestions more effective. For example, you can promote sunscreen during sunny weather, or send push notifications when a customer is near one of your retail stores. This approach makes marketing feel more timely and considerate. ### Test and refine Personalization requires consistent effort. Customer preferences and market conditions change, and your marketing approach must reflect these shifts. What worked last year may not work today. Make continuous refinement part of your workflow through [A/B or multivariate testing](https://www.cmoalliance.com/how-to-optimize-the-growth-marketing-funnel-with-data/#utilizing-a/b-and-multivariate-testing), examining elements like subject lines, visuals, CTAs, communication timing, and channel performance. Measure the results across your audience segments and tweak your strategy accordingly. ## Common challenges and considerations While personalization and automation can bring significant advantages, it’s important to stay mindful of challenges and considerations to ensure your marketing strategies remain effective and compliant. ### Privacy and compliance [Privacy](https://www.cmoalliance.com/building-brand-trust-in-a-new-era-of-data-privacy/) is one of the main concerns surrounding modern personalization. Consumers want experiences tailored to their needs, but they also demand transparency and control. Regulations like the General Data Protection Regulation (GDPR) or the California Consumer Privacy Act (CCPA) are strict about data use. Always secure consent and be transparent about information collection, usage, and storage. ### AI and automation vs. the human touch Overreliance on automation and AI can make marketing feel impersonal. According to [Archana Dhankar](https://www.cmoalliance.com/how-ai-is-reshaping-b2b-marketing-teams-and-strategy/), VP of Marketing at Proofpoint, “Core assets should still come from a human. Relying on AI alone can make the content feel inauthentic or misaligned with the brand's message.” [!["Core assets should still come from a human. Relying on AI alone can make the content feel inauthentic or misaligned with the brand's message." – Archana Dhankar VP Marketing, EMEA at Proofpoint](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/10/Archana-Dhankar--1-.png)](https://www.cmoalliance.com/how-to-create-personalization-at-scale-for-b2c-audiences) ## Maximizing marketing impact Personalization is essential for B2C brands seeking meaningful engagement. Using high-quality data, AI tools, and strategic automation helps marketers deliver experiences and messages that resonate with each customer. Thoughtful and consistent personalization can strengthen loyalty and build trust, which are essential to long-term success. ### The predictive revolution: How marketing is learning to see around corners URL: https://www.cmoalliance.com/the-predictive-revolution-how-marketing-is-learning-to-see-around-corners/ Last updated: 2025-10-28T14:38:27.000Z For decades, marketing has been a game of educated guesses. Launch a campaign, measure results, adjust course, and if everything goes right, repeat. With the introduction of AI, this paradigm is collapsing. In 2024, over **69%** of global marketers began [using predictive intelligence](https://influencermarketinghub.com/ai-marketing-statistics/) in their operations, and **78%** of companies had [deployed it](https://hai.stanford.edu/ai-index/2025-ai-index-report/economy) in at least one function. The market for predictive marketing technology is [projected to reach](https://www.statista.com/statistics/1293758/ai-marketing-revenue-worldwide/) **$107 billion** by 2028, supported by [record venture capital investment](https://www.fticonsulting.com/insights/articles/ai-investment-landscape-2025-opportunities-volatile-market#:~:text=While%20overall%20venture%20capital%20%28%E2%80%9CVC,up%20from%2020%25%20in%202023.) exceeding **$130 billion** worldwide. This isn’t just adoption but pure transformation. Marketing is evolving from a discipline of reaction into one of anticipation. Instead of asking “What happened?” leaders can now ask “What’s about to happen, and what should we do about it?” The impact is real: lead-to-sale conversions up, sales cycles cut in half, [churn down](https://www.redeye.com/customers/travis-perkins-case-study/) **54%**, and customer lifetime value up **34%**. [At PayPal](https://h2o.ai/content/dam/h2o/en/marketing/documents/2017/03/Case-Studies%5FPayPal.pdf), automating predictive model training reduced computation time from 72 hours to **five minutes**, transforming analytics into a living, self-correcting prediction engine. Predictive marketing operates as a loop: > Forecast → Generate → Measure → Learn → Repeat Predictive systems determine who to target, when to reach them, and why they’ll respond. Then, automated tools transform those insights into [personalized messages](https://www.cmoalliance.com/personalization-in-marketing-automation/) or offers at scale. Every interaction feeds data back into the model, refining accuracy continuously. Enterprise ecosystems like Salesforce Agentforce and Adobe Sensei now embed this cycle directly into workflows. Salesforce combines unified data with autonomous agents that execute segmentation, nurturing, and retention. Adobe integrates anomaly detection, propensity modelling, and attribution analytics to reveal not just *what* changed in performance, but *why.* The result: intelligence that acts, not just observes. ## The Economics of prediction: From efficiency to advantage Predictive marketing isn’t a cost play. It’s a growth engine. Companies report higher lead conversion, shorter sales cycles, reduced churn, and plummeting [customer acquisition costs (CAC)](https://www.cmoalliance.com/a-beginners-guide-to-customer-acquisition/). Personalization at scale now drives measurable revenue: [recommendations influence](https://www.mckinsey.com/industries/retail/our-insights/how-retailers-can-keep-up-with-consumers) roughly **35%** of Amazon’s purchases, proving that relevance compounds over time. What was once considered operational efficiency is now a source of [competitive differentiation](https://www.cmoalliance.com/the-best-competitive-strategy-for-each-stage-in-the-business-lifecycle/). Brands that “see around corners” capture opportunities their competitors can’t see. Predictive marketing also expands the funnel into a customer lifecycle loop (discovery, consideration, purchase, retention, and advocacy) connected by data and feedback: - During discovery, predictive models bring emerging topics and high-intent audiences before others notice. - At consideration, propensity scoring focuses energy where conversion probability is highest. - Post-purchase, churn detection, and next-best-offer systems preserve loyalty and grow account value. - In advocacy, AI identifies brand promoters and activates referral programs at the right moment. Every touchpoint becomes both an outcome and an input. Each interaction improves the model, and each prediction enhances the next. In fast-moving industries like SaaS, fintech, and e-commerce, this compounding feedback loop becomes a structure. ## The culture behind the code: Closing the maturity gap Despite widespread pilots, most organizations haven’t embedded AI deeply into how work gets done. [McKinsey](https://www.mckinsey.com/~/media/mckinsey/business%20functions/quantumblack/our%20insights/the%20state%20of%20ai/2025/the-state-of-ai-how-organizations-are-rewiring-to-capture-value%5Ffinal.pdf) reports that while **over 75%** now use AI in at least one function, only **1%** say their gen-AI rollouts are mature, and **less than a third** follow most of the practices required to scale and embed AI into processes. Even among advanced adopters, many face fragmented data, weak collaboration between marketing and data science, or limited literacy to interpret algorithms critically. True mastery depends less on technology and more on transformation. Three factors distinguish the leaders: - **Unified data**: Consolidating siloed systems into a single source of truth where analytics can thrive. - **Collaborative culture**: Aligning creative, commercial, and technical teams to translate predictions into action. - **Continuous learning**: Building marketers who can question, not just consume, algorithmic output. Ethics and transparency are equally critical. The European Union’s [Artificial Intelligence Act](https://digital-strategy.ec.europa.eu/en/policies/european-approach-artificial-intelligence) (the world’s first AI regulation) requires risk classification, data fairness, and explicit disclosure when users interact with automated agents. Responsible predictive marketing now means more than compliance; it’s a trust strategy. Bias in data, opaque decisions, or bad use of personalization can erode credibility faster than any failed campaign. In a data-driven economy, **trust has become measurable brand equity**. Companies that demonstrate fairness, explainability, and accountability won’t just win customers, they’ll earn enduring credibility. ## The human advantage: Orchestrating intelligent systems Predictive systems don’t replace marketers. Predictive systems will elevate them.As automation takes over the *how*, human expertise should focus on the *why*: strategy, empathy, creativity, and ethics. [The future CMO](https://www.cmoalliance.com/preparing-for-the-ai-revolution/) is less a campaign manager and more a conductor, guiding intelligent systems to perform in harmony with brand purpose, interpreting context that machines can’t yet sense, and ensuring that technology serves both performance and people. The next frontier is agentic marketing with autonomous systems capable of managing workflows end-to-end while humans define direction and guardrails. Marketers will supervise “digital coworkers” optimizing budgets, personalizing content, [preventing churn](https://www.cmoalliance.com/customer-loyalty-through-ai-powered-retention-marketing/), and adapting in real time. Success will hinge on balancing machine precision with human judgment, using predictive intelligence not to remove people from the process but to amplify what only humans can do. Predictive marketing is redefining the discipline’s central question, from “What happened?” to “**What happens next?**” By fusing foresight with automation, brands can move from reacting to leading, anticipating needs, preventing churn, and crafting experiences that feel individual yet scalable. Success will come not from adopting technology but from building culture, governance, and empathy to spread it wisely. ### Budget allocation template URL: https://www.cmoalliance.com/budget-allocation-template-framework/ Last updated: 2025-12-08T11:57:33.000Z Plan smarter, [spend better](https://www.cmoalliance.com/optimize-your-paid-media-spend-budget/), and prove your marketing ROI – all in one spreadsheet. Whether you're mapping out next year's budget or adjusting this quarter’s spend, this template helps you build and manage a flexible, data-driven [marketing budget](https://www.cmoalliance.com/where-are-marketing-budgets-being-spent/). ## What is a budget allocation template? This is your go-to spreadsheet for planning, tracking, and justifying your marketing budget across channels, teams, and scenarios. It includes everything from high-level budget summaries to monthly pacing and ROI tracking – so you’re not just spending, you’re investing. Inside, you’ll find: - **A budget overview** tab to compare historical spend, proposed budgets, and A/B scenarios - **A monthly breakdown** to help you manage pacing and avoid over- or underspending - **An ROI & metrics tracker** so you can calculate cost per lead, track influenced pipeline, and measure ROI - **A dashboard** view for quick, executive-friendly summaries Use it to take the guesswork out of where your budget’s going – and show the board exactly what they’re getting in return. ## Who is it for? This template is designed for [CMOs](https://www.cmoalliance.com/startup-cmos-what-do-they-have-in-common/), heads of marketing, and anyone responsible for budget planning or reporting. Whether you're... - Building an annual budget from scratch - Modeling multiple funding scenarios for leadership - Managing cash flow across paid, owned, and earned channels - Reporting back to the board or finance team …this template keeps everything clear, consistent, and justifiable. **Bonus:** It also helps cross-functional teams (hello, finance and sales!) get visibility into how marketing dollars are being spent – and what they’re driving. ## How to use the template Using the template is super straightforward – no MBA in finance required. 1. **Start with the “Budget overview”** Compare last year’s spend with your proposed numbers. Use Scenario A/B to plan for different funding levels. Add notes to explain changes and win over finance with context they can’t argue with. 2. **Move to “Monthly breakdown”** Plan your monthly spend across each channel. This helps forecast cash flow, monitor burn rate, and avoid accidentally blowing your budget in Q1 (unless that’s the plan!). 3. **Track ROI in real-time** Use the “ROI & metrics” tab to log leads, calculate cost per lead, and measure [pipeline](https://www.cmoalliance.com/b2b-pipeline-growth-planning/) influence. This is where you connect budget with business impact – making you look like the strategic genius you are. 4. **Use the “Dashboard” for quick wins** Perfect for board meetings, investor calls, or quick internal updates. It gives you a snapshot of budget, spend-to-date, and performance breakdowns by channel. ## Get your budget allocation template ![Budget allocation template](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/10/Marketing-budget-allocation-template.png) [Budget allocation templateBudget allocation template.xlsx122 KBdownload-circle](https://www.cmoalliance.com/content/files/2025/10/Budget-allocation-template.xlsx "Download") [Budget allocation template![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/spreadsheets_2023q4-7.ico)Google Docs![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AHkbwyKQhsdXt-GdeUJf17DUC3jHhaJSQvlZqhpgE7yVwPsXzrdeziEVFAXx7YvA3A2HbqyOpznSsRnWcQ7I13-q_c0Ss4pNmt_FxD2Jg8wzrQegnUsIyCg-w1200-h630-p)](https://docs.google.com/spreadsheets/d/1L4gx-s%5FniXr%5F-eUhrp3BmPN-dSLphe5yDCDGejTkYL0/edit?usp=sharing) _This post is for subscribers on the Exec+ membership tier only._ ### Unmasking AI bias in marketing: How to segment and target responsibly URL: https://www.cmoalliance.com/unmasking-ai-bias-in-marketing-how-to-segment-and-target-responsibly/ Last updated: 2025-10-27T08:27:46.000Z As marketers, we love talking about how [AI helps us segment smarter](https://www.cmoalliance.com/ai-driven-customer-segmentation/) and [personalize at scale](https://www.cmoalliance.com/personalization-in-marketing-automation/). But here’s the catch – if the [data](https://www.cmoalliance.com/data-driven-ai-your-marketing-superpower/) (and the people behind it) carry bias, your AI will too. And that can lead to some pretty unfair outcomes, from alienating customers to damaging your brand’s reputation. In this article, I’ll share real-world examples of where bias shows up and what it looks like in action. More importantly, I’ll show you how to fix it – from auditing your campaigns to diversifying your data and teams – so your marketing isn’t just smart, but also fair and human. ## What is AI bias? Let’s start with the basics – what exactly is AI bias? It’s when systematic data errors lead to unfair outcomes. These biases can arise for a couple of reasons. First, **algorithmic bias** happens when your training data is skewed. Maybe it’s using outdated proxies or missing key data points. Second, there’s **human bias**. As much as we’d love to think we’re perfectly objective, we all carry biases shaped by our everyday experiences. These inevitably seep into the data we collect and the models we build – which means the outputs can reflect those same unfair patterns. ## The real-world impact of AI bias So what does this actually look like? Here are a few eye-opening examples. In the US, about **34%** of judges are women, yet when you ask an AI model to generate images of judges, only **3%** of [those images depict women](https://www.bloomberg.com/graphics/2023-generative-ai-bias/). That’s a massive gap. Similarly, around **30%** of fast-food workers are people of color, but **70%** of AI-generated images of fast-food workers show people of color. These results create perceptions that are not just inaccurate – they’re outdated and harmful. ## The opportunities and risks of AI in marketing There’s no denying AI offers incredible opportunities – faster segmentation, personalized [outreach](https://www.cmoalliance.com/linkedin-outreach-strategies/) at scale, and efficiency gains. However, there are also serious **threats** to consider. Mistargeted ads can mean you’re not reaching the right audience. Biases can reinforce stereotypes, like the ones we just saw, and entire communities can get excluded from your campaigns. When that happens, you’re not just missing out on diversity – you’re leaving money on the table. ## Real-world examples of AI bias Across industries – from healthcare to finance to beauty – biased data has led to unfair decisions and missed opportunities. The coming examples reveal how those patterns emerge and what happens when we don’t catch them early enough. ### Racial bias in healthcare In 2019, a [study](https://www.theguardian.com/society/2019/oct/25/healthcare-algorithm-racial-biases-optum) found that an algorithm predicted black patients needed less healthcare than white patients. Why? Because the model used money spent as a proxy for health needs. Since black patients tended to spend less on healthcare – largely due to lack of access – the algorithm incorrectly assumed they needed fewer resources. As a result, less funding was allocated to black communities, deepening existing inequities. The lesson? If you’re targeting communities based on **flawed proxies** like spending, ZIP codes, or credit scores, you’re missing a huge part of your potential customer base. Your [total addressable market (TAM)](https://www.productmarketingalliance.com/total-addressable-market-why-its-important-and-how-to-calculate-it/) could be much larger than what your model suggests. ### Gender bias in finance One surprising example came from [Apple’s credit card launch](https://www.theguardian.com/technology/2019/nov/10/apple-card-issuer-investigated-after-claims-of-sexist-credit-checks). Despite women having the same or even higher credit scores than men, they were often given lower credit limits. _This post is for paying subscribers only._ ### AI in marketing: What to automate and skills to preserve [Video] URL: https://www.cmoalliance.com/ai-in-marketing-what-to-automate-and-skills-to-preserve-video/ Last updated: 2025-10-24T11:55:32.000Z --- --- ### Future of Marketing 2025 report URL: https://www.cmoalliance.com/future-of-marketing-2025-report/ Last updated: 2025-10-23T10:02:58.000Z ### **AI. Budgets. Burnout. ROI. Welcome to marketing in 2025.** We surveyed and interviewed **100s of CMOs, VPs, and senior marketers** across industries to uncover: - Where budgets are moving (and where they’re being cut) - What channels and technologies are delivering real performance - How AI is transforming marketing roles, creativity, and decision-making - What skills and strategies will define the next generation of marketing leaders 👉 ****149 pages. 13 chapters. Data-backed insights you can use now.** [ Grab your copy ](https://www.cmoalliance.com/your-future-of-marketing-report-2025/) --- ## Why you’ll want this on your desk **Because the future isn’t coming. It’s already here.** The next 12 months will separate the marketers who *adapt fast* from those left catching up. This report will help you: - Benchmark your strategy, spend, and team against peers - Anticipate where to invest before your competitors do - Build data-backed cases for budget and headcount - Reimagine how AI and automation fit into your roadmap - Understand what top performers are prioritizing, and why --- ## Inside the report Each chapter digs into the real trends shaping 2025: Chapter Theme Why it matters 1\. Who took part The full profile of our respondents Know whose insights you’re reading 2\. Marketing budgets Where the money’s going (and leaving) Plan investments with confidence 3\. Priorities The top strategic focuses for 2025 Align your team to what matters most 4–5\. Content, paid, and performance Deep dives into organic, paid, and digital Discover what channels are really working 6\. Challenges What’s keeping CMOs up at night Prepare for what’s next 7–9\. Email, personalization, measurement The state of marketing precision Balance creativity with accountability 10\. AI The revolution in motion Practical insights, not hype 11–13\. The future, careers, compensation How the marketing org is evolving Benchmark your role, team, and growth path --- [ Grab your copy ](https://www.cmoalliance.com/your-future-of-marketing-report-2025/) --- ## In partnership with [Webflow](https://webflow.com/) Today’s CMOs are asked to own the brand and revenue. They have to drive growth, faster, and with fewer resources while being dependent on engineering and a fragmented set of legacy marketing tools. Webflow’s AI-native Website Experience Platform (WXP) unleashes the superpowers of the modern marketer through a visual, composable CMS that empowers designers and marketers – not just engineers – to quickly build, manage, and optimize on-brand and enterprise-grade websites that deliver AI-powered personalized experiences, driving conversions and business growth. Today over 300,000 of the best companies in the world – from The New York Times, to Dropbox, Away, Clear, Vice, TED, IDEO, to Orangetheory Fitness – are built on Webflow. ### Breaking the trade-off: How AI unlocks both scale and insight in customer feedback URL: https://www.cmoalliance.com/ai-in-customer-feedback/ Last updated: 2025-10-22T12:05:35.000Z Executives today are swimming in customer data – dashboards, survey scores, usage metrics. Yet most still struggle to answer the simplest, highest-stakes questions: *Why do we win or lose business? Why do customers stay, leave, or adopt more deeply?* The problem isn’t a lack of data. It’s that leaders have been trapped in a **false choice**: shallow signals at scale, or deeper insights at a small scale? Surveys are efficient and broad, but they lack depth. Qualitative interviews deliver nuance and empathy, but they’re resource-intensive and limited in reach. For decades, leaders have been forced to choose between the two. In today’s competitive environment – where [churn](https://www.cmoalliance.com/guide-to-churn-reduction-framework/) is rising, switching costs are falling, and differentiation is fleeting – that trade-off is no longer sustainable. ## Why surveys fall short Across the [customer journey](https://www.cmoalliance.com/customer-journey-template-framework/), most companies lean on surveys or NPS to supplement a handful of in-depth interviews. And it’s easy to see why: Surveys reach large audiences and translate quickly into clean metrics. But they also create a false sense of clarity. - **They measure *what*, not *why*.** A score signals dissatisfaction – but not whether the root cause is price, product, service, or [competitive positioning](https://www.cmoalliance.com/more-than-just-talking-messaging-and-positioning/). - **They generate shallow input.** According to [Kantar Consulting](https://www.kantar.com/inspiration/research-services/your-guide-for-writing-open-ended-questions-for-more-thoughtful-feedback-pf), the average person spends only 15 seconds answering an open-text survey question, often with fewer than five words. That’s not insight – it’s noise. - **They skew the sample.** Most responses come from the happiest and unhappiest customers, leaving the critical middle majority unheard. Surveys can track sentiment, but sentiment isn’t strategy. Leaders need context, nuance, and causation – the kind of understanding that only comes from actual conversations. ## Why interviews matter – and why they don’t scale Interviews fill the gap. A probing follow-up question, an unexpected story, a candid explanation in a customer’s own words – these moments provide a level of clarity no dashboard can match. But live interviews require expertise, coordination, and time. Most organizations can realistically conduct dozens, not hundreds. As a result, they limit interviews to narrow use cases like post-decision [win-loss analysis](https://www.cmoalliance.com/use-win-loss-analysis-to-build-pipeline-and-elevate-your-brand/). The insights are valuable, but they represent only a sliver of the customer journey. This is the core dilemma: depth vs. scale. Until now, leaders couldn’t have both. ## Enter AI: Breaking the trade-off [Artificial intelligence](https://www.cmoalliance.com/ai-marketing-leaders-ebook/) is dissolving that boundary. Unlike surveys, AI can listen. Unlike static chatbots, it can adapt. Instead of following a rigid script, AI interviewers can behave like trained researchers – asking relevant follow-up questions, unpacking contradictions, and surfacing nuance at scale. The breakthrough isn’t automation for its own sake. It’s **empathy at scale**: the ability to capture candid, conversational feedback from many more customers than live interviews alone could reach – without losing the richness that makes qualitative insight so powerful. At Clozd, we’ve recently launched an [**AI Interviewer**](https://www.clozd.com/product/flex-interviews) built with this philosophy in mind. It asks intelligent, probing follow-ups based on what customers actually say, extending the quality of a live interview into many more touchpoints. For leaders, that means more context-rich feedback across the customer journey – without having to choose between depth and volume. > “For years, teams have had to choose between a handful of deep interviews or a higher number of broad, shallow surveys. The AI Interviewer eliminates that choice,” said **Spencer Dent, Clozd co-CEO and co-founder**. “It feels like talking to a seasoned researcher – only now there’s no limit to how many conversations you can have.” ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/10/data-src-image-46ee31e0-dd79-4c34-8189-a40a4d3de696.png) ## How leaders can apply it When depth and scale converge, the implications ripple across the customer journey: - In **evaluation**, leaders can capture buyer reactions during active opportunities and test how differentiators land while decisions are still in play. - During **implementation**, they can surface onboarding friction before it snowballs into churn risk. - In **adoption**, they can hear directly from users about what drives or blocks engagement. - Ahead of **renewals**, they can uncover hidden retention risks months before contracts come due. And beyond the lifecycle, product and marketing teams can use scalable conversations to validate [features](https://www.cmoalliance.com/new-product-feature-document-template-framework/), [pricing](https://www.cmoalliance.com/pricing-strategies-framework-template/), or [positioning](https://www.cmoalliance.com/positioning-statement-template-framework/) in new markets. Wherever strategic decisions depend on customer understanding, AI removes the old constraint. ## A case in point: Affinity Affinity, a relationship intelligence platform, illustrates what’s possible when organizations expand qualitative feedback into new contexts. Traditionally, interviews were confined to post-mortem win-loss programs. Affinity went further, expanding the scope of their win-loss program to include in-depth post-implementation and customer experience interviews. That way, they’re able to proactively identify pain points and find ways to build loyalty and increase customer satisfaction and retention. These were human-led interviews. But Affinity proved the value of scaling qualitative input across more touchpoints. AI now makes that level of coverage achievable for far more organizations – allowing leaders to hear from broader sets of customers without diluting the quality of the insight. 👉 [See Affinity’s full story](https://www.clozd.com/blog/affinity) ## Why this matters for leaders The shift from surveys to conversations – and from post-mortems to continuous listening – is not just operational. It’s strategic. Markets move quickly. Competitors reposition fast. Customer expectations change almost overnight. In that environment, leaders who rely on dashboards and survey scores are making decisions with only half the picture. Conversations reveal the other half. They uncover the *why*. They explain not just what customers are doing, but what they’re thinking, fearing, or hoping for. And thanks to AI, those conversations can finally be gathered at scale. [5 reasons why businesses should not ignore customer feedbackProduct managers are often extremely invested in their creations, making them resistant to feedback. Their defensiveness is easy to understand since the finished product is a result of their blood, sweat, and tears.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--316.png)CMO AllianceNidhi Prakash![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Doodles--15--2.png)](https://www.cmoalliance.com/5-reasons-why-businesses-should-not-ignore-customer-feedback/) ## A new era of feedback The companies that thrive in the next decade won’t be those with the most survey responses or the slickest dashboards. They’ll be the ones that embed scalable, human-quality conversations into the fabric of their decision-making. That’s the real promise of combining human empathy with AI scale: decisions guided not just by data points, but by context, meaning, and customer truth. [Learn more at ](https://www.clozd.com/)[clozd.com](http://clozd.com) ### The new era of content: Evolving for answer engine optimization URL: https://www.cmoalliance.com/evolving-for-answer-engine-optimization/ Last updated: 2025-10-22T07:32:20.000Z The way people discover and connect with brands is quickly changing. [Large language models (LLMs)](https://www.cmoalliance.com/how-llms-are-reshaping-product-discovery/) are reshaping how information is presented online, rewriting brand narratives, and, in many cases, reducing the amount of organic traffic that websites once relied on. In a recent [Webflow study](https://webflow.com/blog/marketers-ai-adoption-wave?utm%5Fsource=cmo-alliance&utm%5Fmedium=sponsored-content&utm%5Fcampaign=fy26-aeo-maturity-model&utm%5Fcontent=content-spotlight), we found that only one in four marketing practitioners felt confident they understood answer engine optimization (AEO). > Yet, 93% of chief marketing officers (CMOs) believe AEO will be critical to their company’s success within the next two years. For CMOs and the search engine optimization (SEO) leaders who support them, the challenge is urgent and clear: How do you build brand presence and drive growth in a world where AI-powered experiences increasingly filter and interpret search results? At Webflow, we believe the answer lies in the four pillars of AEO – content, technical, authority, and measurement. We recently introduced the [**AEO maturity model**](https://webflow.com/resources/aeo?utm%5Fsource=cmo-alliance&utm%5Fmedium=sponsored-content&utm%5Fcampaign=fy26-aeo-tool&utm%5Fcontent=content-spotlight). Here, we’ll focus on the content pillar and explore how organizations can systematically evolve their content strategies to capture visibility, earn authority, and create meaningful buyer experiences in the age of AI-driven search. ## An AEO content breakdown If there’s one idea to remember, it’s this: AEO isn’t about chasing keywords – it’s about understanding buyer intent and creating [content](https://www.cmoalliance.com/content-marketing-for-different-stages-of-the-buyers-journey/) that delivers genuine value. This shift means creating content that not only ranks but also resonates – fueling personalized, trustworthy, and scalable experiences. To illustrate this, let’s walk through five levels of maturity that mark the journey from keyword-driven SEO to fully programmatic, personalized AEO. ### Level one: Keyword-focused content Most teams begin with content designed around page-based SEO. At this stage, the emphasis is on keyword-rich product pages – such as homepages, landing pages, or About Us sections. Blogs and FAQs, which LLMs often prioritize for their structured answers, are often missing or stale. The result? Organic traffic is mostly branded search, meaning you’re capturing people who already know you. The challenge here is to evolve beyond keywords and start answering real [buyer questions](https://www.cmoalliance.com/rethinking-buyer-personas-a-modern-approach-for-effective-marketing/). To achieve the next level: - Practitioners can identify the top 10 questions buyers ask on sales calls or support tickets and build or refresh content that answers them clearly. - Leaders can ask, “Which questions consistently surface in our winning deals, and how are we answering them?” ### Level two: Some answer-oriented content At this stage, teams begin shifting from keyword repetition toward answer-first content. Pages start surfacing in featured snippets, and about half of the content is fresh and updated. Still, strategy remains largely keyword-driven, and answers are isolated rather than comprehensive. The challenge to advancing now is scale. To achieve the next level: - Practitioners can build multiple answer pages around five priority buyer questions, improve readability (aim for a Flesch score of 80-plus), and structure content with subheads that AI engines can easily extract. - Leaders can ask, “Which buyer questions naturally connect, and how can we scale consistent storylines across them?” ### Level three: Clusters of questions Here, content evolves into structured clusters. Instead of scattered answers, teams develop semantically rich pages that connect questions across the funnel – from awareness (“What is customer relationship management (CRM)?”) to advocacy (“advanced CRM strategies”). Authority grows, but the challenge is discipline. Teams must link clusters under a hierarchy so they own entire topics, not just pockets. To achieve the next level: - Practitioners can create flagship content – such as an annual report – that anchors each cluster, and establish a clear refresh cadence (e.g., update high-priority pages every three to six months). - Leaders can ask, “Which flagship assets will anchor our authority this year, and where can we differentiate with original insights?” [How AI is reshaping search in 2025Brand visibility in AI searches, even without direct clicks, can significantly influence the customer journey and drive conversions through other channels.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--308.png)CMO AllianceGuy Yalif![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--29--1.png)](https://www.cmoalliance.com/how-ai-is-reshaping-search-in-2025/) ### Level four: Hierarchy-driven content At level four, content becomes hierarchy-driven, with a clear intentional structure spanning the entire funnel. Each major topic is anchored by a flagship piece, surrounded by supporting content that answers related questions. Updates are consistent, localization is prioritized, and underperforming content is pruned. The next challenge is [personalization](https://www.cmoalliance.com/dont-just-create-content-do-something-with-it/). To achieve the next level: - Practitioners can start tailoring content by [persona](https://www.cmoalliance.com/b2b-user-persona-template-framework/), industry, or use case, and experiment with new formats like video or interactive graphics. - Leaders can ask, “Which content assets drive the most impact, and how can we personalize them further to accelerate conversion?” ### Level five: Programmatic, personalized content At the most advanced level, teams practice programmatic AEO. Content is fully personalized by segment, persona, account, or even individual. While overall traffic may shrink, conversion rates rise thanks to tailored [storytelling](https://www.cmoalliance.com/story-masters-2-the-structure-of-great-brand-stories/) and experimentation with new formats – interactive tools, calculators, and AI-driven experiences. The challenge becomes sustaining innovation. To maintain this level: - Practitioners can expand interactivity, monitor AI outputs to ensure your answers surface, and continuously refresh personalization as new [segments](https://www.cmoalliance.com/customer-segmentation-what-is-it-and-how-does-it-help/) emerge. - Leaders can push the boundaries by asking, “What new formats keep us ahead, and how do we ensure our flagship content remains industry-defining?” ## From strategy to action: Webflow’s perspective The payoff? Greater control of your brand narrative in AI-driven search and more growth from the content you already own. To dive deeper into how leading teams are approaching this shift, watch our on-demand webinar, *Searching for the answer:* [*Best practices to win at Answer Engine Optimization (AEO*](https://webflow.com/resources/webinars/searching-for-the-answer-best-practices-to-win-at-answer-engine-optimization-aeo?utm%5Fsource=cmo-alliance&utm%5Fmedium=sponsored-content&utm%5Fcampaign=Fy26-best-practices-to-win-aeo-webinar&utm%5Fcontent=content-spotlight)*)*, featuring Ethan Smith of Graphite and Guy Yalif of Webflow. > Ready to take the next step? [Connect with our team](https://webflow.com/enterprise/contact-sales?utm%5Fsource=cmo-alliance&utm%5Fmedium=sponsored-content&utm%5Fcampaign=Fy26-best-practices-to-win-aeo-webinar&utm%5Fcontent=content-spotlight) to explore how Webflow can help accelerate your AEO strategy. --- 💡 ****About Webflow** **Webflow is the AI-native Website Experience Platform that empowers teams to visually build, manage, and optimize stunning websites that offer both the consumer experience customers expect and the enterprise-grade performance and scale they need.* **With a visual, composable CMS at its core, Webflow gives teams full control over their websites without reliance on engineering. Its AI-driven personalization enhances user experience and optimizes site performance, helping businesses drive higher conversion rates and measurable growth.* **Today, over 300,000 of the best companies in the world, and more than 1,500 Certified Webflow Partners, create best-in-class, high-performing sites with Webflow.* ****Note: This article was created by Webflow.** ### Not playbooks, but people: A better way to do B2B URL: https://www.cmoalliance.com/not-playbooks-but-people-a-better-way-to-do-b2b/ Last updated: 2025-10-16T15:35:47.000Z ***Note: This article comes from*** [***Aviv's episode on CMO Convo.***](https://www.cmoalliance.com/the-case-for-creative-b2b-video/) When I joined Datarails as VP of Marketing, the company was 95% outbound and had a couple of million dollars in ARR. The founders gave me a simple, powerful directive: try to build marketing and let’s see what happens. Four years later, we’ve grown more than 10 times, and our [go-to-market](https://www.cmoalliance.com/tag/go-to-market/) engine has completely flipped to being 95% inbound. This journey wasn’t just about tweaking campaigns; it was about rethinking our approach to [B2B marketing](https://www.cmoalliance.com/tag/b2b-marketing/). Along the way, I also took on leadership of the sales team, becoming the Chief Revenue Officer (CRO). This shift gave me a unique, end-to-end view of the entire revenue funnel. It also meant I could no longer blame sales for not closing my "amazing" marketing leads, nor could I blame marketing for sending "crappy" leads. The secret to our growth has been embracing a non-traditional B2B strategy, taking risks, and remembering one simple truth: you’re always selling to human beings. ## **From CMO to CRO: Why an integrated revenue perspective matters** In many startups, it’s common to see a disconnect between marketing and sales. I’ve been in management meetings where I, as the marketing leader, would report hitting our targets for meetings or opportunities, only for the VP of Sales to report that they missed their target for closed-won deals. This doesn't make sense. We are all one team focused on revenue. When I got the opportunity to lead both [sales and marketing](https://www.cmoalliance.com/what-changes-when-marketing-gets-closer-to-revenue/), it created a more holistic and accountable structure. For our CEO, it means there's one person responsible not only for revenue growth but also for the cost of acquisition. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/10/Aviv-quote---headshot.png) ### **Unifying the go-to-market engine** Now, it’s up to me to decide where to invest our next dollar. Should it go toward a brand campaign, more content, or hiring new account executives? I have to weigh these decisions based on what will most efficiently help us hit our revenue targets. The ultimate goal of marketing is to make sales easy. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/10/CRO_CMO-venn-diagram.png) It’s not just about creating awareness or getting demo sign-ups. As a marketer, you want to know that your efforts are making a real difference to the business. Having ownership of the full funnel allows me to see the direct results of every marketing activity, from a creative ad to a new podcast episode. While it's more common for a sales leader to step into the CRO role, my marketing background has been a unique advantage. It required building trust with the sales team, but ultimately, success in this role comes down to focusing on what’s right for the company and understanding the entire go-to-market engine. ## **Flipping the script: Shifting from 95% outbound to 95% inbound** When I joined, the goal was simply to make marketing work. I started by pursuing two paths simultaneously: paid acquisition and organic growth. On the paid side, I hired three separate agencies for Google, Facebook, and LinkedIn to create some healthy competition while I built our in-house team. The moment we launched our first campaigns, it felt like we were drilling for oil and actually found it. Deals started coming in, which helped me make the case for building out a full internal team. On the organic side, we launched a weekly podcast called "FP&A Today" with a host known as "The FP&A Guy." It’s as niche as it gets, but four years later, it has over 500,000 downloads. We also created a fun, engaging company LinkedIn page filled with humor and [thought leadership](https://www.cmoalliance.com/the-power-of-b2b-thought-leadership/) for the finance community. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/10/switch-from-out-to-in.png) ### **Why we leaned into inbound marketing** The real catalyst for our shift happened in 2022 when the tech market crashed. We noticed that the close rate for our outbound leads dropped significantly. The outbound team was still hitting its targets for meetings, but those opportunities weren't converting into closed-won deals at the same rate as our inbound leads. People who come to us through inbound channels have a higher intent to buy. They’ve raised their hands and are actively looking for a solution. This realization led us to double down on our inbound strategy, which helped us continue to scale predictability. This doesn’t mean we’ve given up on outbound. A strong inbound brand actually makes outbound efforts more effective. When our team calls a prospect today and says they’re from Datarails, people know who we are. Our goal is to find the right, diversified mix of inbound, outbound, and partnerships. ## **Applying B2C tactics to B2B marketing** I believe that 99% of marketing is noise that people are actively trying to ignore. Your job is to be the 1% that stands out. This is especially true on social channels. To make someone stop scrolling for a B2B ad, it has to be truly unique and valuable. ### **Which brings me to this point: B2B doesn't have to be boring** Too many B2B marketers play it safe. They create boring content because they think they’re selling to corporations. But you’re not selling to corporations; you’re selling to actual human beings. I was recently at an event with CFOs, and during the talks, they were scrolling through Instagram and watching funny videos just like everyone else. Believe it or not, even CFOs have a sense of humor. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/10/Aviv-quote.png) Companies are often afraid to show personality, but playing it safe is the biggest risk of all. If your marketing doesn't stand out, it won't work, and you'll eventually fail anyway. ### **Creating 'scroll-stopping' content with humor and UGC** We run a lot of ads that are funny, smart, or leverage user-generated content (UGC). A few years ago, we saw an ad from another company that made fun of a well-known phrase by Kim Kardashian. We created our own version tailored to our audience, and it brought in a huge number of deals. Who would have thought a Kim Kardashian meme could help sell FP&A software to CFOs? You need these "scroll-stoppers" to capture attention. We work with creators on platforms like Fiverr and Upwork to produce a high volume of video content quickly. In the past, creating an ad was a months-long, $30,000 process. Now, we can write a brief, send it to a few creators, and get videos back in days. This allows us to feed the algorithms on Meta and TikTok with fresh content and see what works. ### **Hiring a team with a B2C mindset** To execute this strategy, you need the right people. Our head of growth came from a mobile gaming app company known for its crazy ads. We’ve hired people from B2C marketplaces like Fiverr and other online marketing backgrounds. These are people who understand they’re selling to humans and are willing to take risks. While my own background is in B2B, I’ve found that professionals from the B2C world bring a different DNA. They aren't held back by the old, stuffy conventions of B2B marketing, like 20-page ebooks that no executive has time to read. ## **Balancing humor with thought leadership** Of course, it’s not all about memes. You have to balance the fun, engaging content with deep, professional thought leadership. We do this by creating different types of content for different needs. On one hand, we have our funny ads and LinkedIn gags. On the other hand, we have our hour-long podcast episodes that dive deep into the world of FP&A. We interview finance leaders about their career journeys and how they’ve driven value for their businesses. A CFO or FP&A director will find immense value in that content. We also share graphs, models, and data-driven insights relevant to the finance space. You need to do both. There’s no magic formula of 80% this and 20% that. The goal is to create a rich buffet of engaging content so that everyone in your audience can find something they connect with. ## **The future of marketing is human-led** If you’re wondering where to focus your efforts next, my advice is to think about people and communities. As an executive, I rarely read ebooks anymore. Instead, I get my insights from other people. ### **The power of professional communities** I’m part of several communities, like G-CMO for marketing leaders and Pavilion for GTM executives. These groups have amazing WhatsApp chats and events where people share what’s working and what’s not, in real-time. You get direct, honest opinions from your peers. These communities are invaluable. When you have a real conversation with someone about a challenge you're facing, they respond. It doesn't feel like a sales pitch; it's just people helping people. [Community | CMO AllianceReady to connect with CMOs and top-level marketing executives all over the world? Join our community for an exclusive space for CMOs to network, share experiences and insights, and seek advice directly from other CMOs.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--305.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Meta_Image_Template-2-19.png)](https://www.cmoalliance.com/join-the-community/) ### **The rise of the personal brand in B2B** My prediction for the future is that marketing will become even more about people. I’m already seeing a trend on LinkedIn where there are more sponsored posts from *people* rather than from company pages. You’ll see a customer talking about how a tool helped them, promoted by that company. People want to hear from people, even if they know it’s a paid promotion. CEOs, CMOs, and individual contributors are all building their own brands. This is where marketing is heading. ## **Take risks and go wild** If there’s one thing I want you to take away, it’s this: **take risks**. Go wild. You only live once. Try to do fun, creative, and engaging marketing. When I posted our first meme on LinkedIn, a board member approached our CEO, asking what we were doing trying to market to CFOs with "ridiculous jokes." I asked our CEO to trust me. Within months, our posts were getting thousands of likes and hundreds of shares. You have to try and experiment, because if you don’t, you’re guaranteed to fail. Worst case, your experiment doesn't work. But if it does, it’s so much fun. It reminds you why you got into marketing in the first place. Go for it. ### Stop upscaling your chaos: 9 areas startups must fix before they scale URL: https://www.cmoalliance.com/stop-upscaling-your-chaos-9-areas-startups-must-fix-before-they-scale/ Last updated: 2025-10-16T12:00:51.000Z I’ve supported several companies – and the people leading them – through that sometimes horrifying yet exhilarating phase between [startup](https://www.cmoalliance.com/startup-cmos-what-do-they-have-in-common/) and scale-up. What I’ve seen again and again is this: **when you simply add more people without evolving how people work together, you end up magnifying chaos in parallel with the growth.** That’s why I like the phrase *upscaling chaos.* Nobody wants that, yet many companies do it unintentionally – because what once worked so well suddenly stops working, and they don’t know why. In this article, I’ll share what I’ve witnessed firsthand across multiple Czech and European startups – including Runecast, Avast, and others – and offer practical steps to help leaders avoid scaling their problems along with their organizations. ## The scary but necessary shift When your startup has 10 to 30 people, everything feels fast, flat, and informal. You don’t need many processes, as everyone wears a lot of hats and just jumps in to get things done. That works beautifully for a while, almost like magic. But once you start [hiring](https://www.cmoalliance.com/7-diversity-recruiting-best-practices-for-cmos/) beyond your immediate circle, more specialists and fewer generalists, the informal approach quickly breaks. [Growth](https://www.cmoalliance.com/how-cmos-should-get-their-teams-ready-for-growth/) inevitably brings new hires, new layers of complexity, and new expectations and requirements. Suddenly, you’re not all in the same meetings and Slack channels. Decisions start happening in ad-hoc chats that nobody documents (and often in team members’ native languages, rather than in English). Roles overlap, ownership blurs, and generalists become too busy to jump in and help wherever needed. Meanwhile, specialists are *unable* to jump in and help wherever needed (more on this later), and ‘hot potato’ tasks end up bouncing from person to person, sprint to sprint, quarter to quarter… until they are neglected entirely. Founders often resist the formalization that this stage demands – calling it ‘bureaucracy’, for example, and saying things like “We need to keep a flat hierarchy,” or “We don’t need processes; we should stay agile.” But without deliberate structure, chaos scales faster than clarity. ### How we scaled without the chaos at Runecast and Avast I’ve seen this pattern repeatedly, including during my time supporting Runecast’s growth journey. When I joined in 2019, the company had just over 20 people – still naturally operating with that ‘everyone wears multiple hats’ mindset. As we grew (during a global pandemic!), and both our software and our GTM strategies matured greatly, and our hiring approach became fully remote, we had to rethink how we made decisions, how we communicated, and how we aligned new job functions around shared goals (read more in [*On Helping to Build Runecast (Acquired by Dynatrace)*](https://jasonmashak.medium.com/on-helping-to-build-runecast-acquired-by-dynatrace-5e23dcfd1ed6)). What keeps a startup grounded when transitioning to the scale-up phase is a unifying purpose. For Runecast, it was to be a leading CNAPP security vendor by 2025 (which we had also further defined). For Avast, it was to beat AVG (in number of global active users). These were clear directions to qualify every decision we made or process we introduced. At Avast, we would regularly ask each other, “Is this helping us beat AVG?” That clarity of purpose is what allows you to scale sustainably without losing your original spark. It enables you to think two or three years ahead and consider what challenges your larger team might have with the many workarounds that you think are ‘smart’ today. ## Two common reactions – both dangerous In supporting startups, I often see two opposite but equally risky approaches that impede scaling: 1. **Keep doing everything informally**, trusting that the early magic will somehow scale. It doesn’t (at least not in the way anyone expects). 2. **Overcorrect into rigid, top-down bureaucracy**, killing creativity and agility. As in most aspects of life, the ideal is somewhere in the middle. Scaling well means adding **structural stability** and ensuring **clarity** – while simultaneously protecting flexibility, autonomy (via trust), and a culture of human connection. ## Nine essential steps for scaling effectively As companies move from startup to scale-up, it's crucial to focus not just on growth, but on creating systems that support sustainable success. In this section, I’ll share nine practical strategies that can help you build a strong foundation for scaling – avoiding the pitfalls of chaos and ensuring your organization remains focused, efficient, and agile as it grows. ### 1\. Document everything (before you think you need to) One of the biggest myths in young companies is “We all know how we do things.” That’s true – until a new hire doesn’t know. Documentation isn’t just for [compliance](http://compliance) or audits; it’s the backbone of organizational memory. Write down decisions, meeting notes, role definitions, and even mundane operational details. It doesn’t need to be formal. A shared drive or internal wiki with logical folder names and simple version control can **save hundreds of future hours annually**. When someone asks, “Why did we decide on this?”, you should be able to point them to a document or page rather than them asking around until they learn who might have been involved and then having to rely on that person’s memory. **Documentation is for the future.** In the same way good parents imagine their children as adults when considering how to raise them, a good business leader will imagine how future colleagues might be impacted by goals and decisions made (and hopefully documented) today. This applies to any internal knowledge. Maybe your whole three-person Marketing team knows how to publish a new webpage, but everyone will still benefit from a simple “Web publishing QA checklist” page added to Confluence. It’s much more efficient to share a page or document link with someone than to schedule yet another meeting and have to explain the same things again and again. Write it down, share it, keep it current – and make sure it’s all in English. Future-you (and future hires) will thank you. ### 2\. Make meetings matter or cancel them Few things impede scale-ups more than meetings that suck away our expensive time and don’t produce outcomes. We all know a person who can turn every small obstacle into a huge problem, which must then be ‘solved’ with a series of 27 meetings, 12 Confluence pages, and five new processes... These simple habits can help to mitigate this risk: - **Always do the math:** Inviting 15 people x 45 min = 11.25 work hours (now calculate the salary cost of this!). - **No agenda? No meeting:** It’s about efficiency and professional respect for everyone’s time. - **Rotate facilitators** to encourage leadership and more engagement. - **Aim for efficiency**: With a little focus, you can make 25 minutes the default meeting length, not 60. - **Capture and share outcomes immediately** (see “Document everything” section). - **Audit recurring meetings** **quarterly**: If they’re not adding value, stop them ASAP with a brief explanation (e.g., “For better efficiency, we’re making this series a weekly status update in Slack”). During a workshop, I once asked participants: “If you canceled 30% of your meetings, what would break?” The laughter that followed was telling – because everyone knew the answer was *nothing*. Meetings should have one of three purposes: alignment, decision-making, or unblocking. If your meeting doesn’t clearly serve one of those, it’s likely just a habit or worse… *political* (company politics limiting teams from within is a far bigger threat than external competition). Here are some simple topics to add to your meeting agendas, to help keep them creative, productive, and apolitical: - **Updates:** Share key progress, wins, or challenges from the past week. - **Strategic goals:** Review where we are, next priorities, and upcoming tasks. - **Feedback:** Discuss observations, give and receive feedback. - **Support:** Discuss any blockers or areas where additional help is needed. - **Action items:** Clearly define next actions required to keep things moving forward. - **Professional development:** Check in on growth or learning goals. I’ll close this section with some favorite quotes that I’ve accumulated from meetings over the years: > “This isn't a company; it's an arrogance contest.” > “It sounded like nonsense.” > “The survey results show that we have the highest problems in 'problem solving', so I think we should focus on problem solving insights in the survey.” > “Actually, there is no point three – the less we explain about this, the better.” > “It may not be fully accurate, but if it's at least consistently inaccurate, that's probably good enough right now.” > “To tell you the whole story, the people who made the deal with you have all left the company.” > “Oh goodie, we're about to learn that our customers are... a) human, b) have electronic devices, c) live somewhere on planet Earth.” > CEO (in a Q4 meeting): “You promised this back in July.” > Head of R&D: “Don't dwell on details, this is a high-level meeting.” > Me to a CEO after 14 feedback rounds: “How many more times are we going to do this?” > CEO: “How many more times are you going to bring it back to me?” ### 3\. Build a real feedback culture As companies scale, distance grows between teams, levels, and perspectives. **Regular feedback** is the bridge that keeps trust intact. And **trust** is the grease that lubricates every company mechanism – not only with customers and channel partners, but also (and especially) internally. I’ve facilitated feedback sessions where we followed a simple format such as *“I saw, I felt, we need...”* The power of that phrasing lies in how it centers behavior and impact (not blame) and transitions personal observation/impact into the needs of the whole team. Effective feedback is: - **Real-time**, not quarterly - **Specific and kind**, not vague or personal - **Two-way** – leaders ask for and model how to *receive* feedback, not just give it Organizations that normalize open, constructive feedback tend to scale more smoothly because small issues don’t have a chance to develop into big ones. [The SCARF model](https://www.bitesizelearning.co.uk/resources/scarf-model-david-rock-explained) (Status, Certainty, Autonomy, Relatedness, Fairness) is an example of a framework that can help teams explore and understand why feedback often feels scary or threatening. Once teams see the psychology behind their emotions, feedback becomes less about individual ego and more about continuous improvement of the collective whole. In my experience, conflicts that stem from mismatched expectations usually have their roots in **poor communication**, especially when the value of each person’s knowledge, experience, and skills isn’t fully appreciated. Conflict resolution experts will tell you that this is also a primary factor behind the vast majority of geopolitical conflicts. My recommended approach to rectify this: - Be open about the pressures you face – with more ownership and admission of honest feelings about a given situation. - Approach discussions as dialogues, not debates. - Try to always state a clear agenda and the ideal expected outcome of any formal conversational exchange. ### 4\. Leadership must evolve (or get out of its own way) One of the most challenging transitions that I’ve witnessed for founders and early [executives](https://www.cmoalliance.com/leadership-skills-you-should-develop-to-enter-the-c-suite/) is learning how and when to *let go*. In a startup, the products are like the founder’s babies. New hires are like babysitters, who must first earn trust before being left alone with the children. It might sound cute, but that mentality is a major bottleneck for any scale-up. Leadership must **shift from *doing or being involved in everything* to *enabling* *everyone***: - Delegate with purpose and trust your people. - Evolve middle leadership – the unsung heroes of scaling. - Be completely transparent about decision-making and priorities. - Model the behavior you want others to adopt – e.g., accountability, feedback, documentation. If employees trust you to lead the company, you have to trust them to do their work. If you don’t trust them to do what you hired them to do, then they naturally won’t trust your leadership. [Budgets](https://www.cmoalliance.com/where-are-marketing-budgets-being-spent/) are a great example of this. I once wrote in my weekly report: “We're wasting so much time looking at small investments in so many different ways, that it will likely cost 3x as much as initially proposed, simply due to the salaries involved in the time it takes to make a decision and actually do something.” Set and agree on a budget, then trust the people you’ve hired to leverage that budget the best way possible. At Avast and Runecast, for example, the founders stayed accessible and engaged – but they also learned to empower functional leads to own the expected outcomes. That balance of autonomy and support made a huge difference in morale and internal efficiency. I remember the moment that one leader at another company realized this on his own and said to me, “That’s a classical ‘I stand in my own way’ problem.” And when you find yourself playing ‘hot potato’ with responsibility, it’s probably a signal that priorities, ownership, communication, or even roles or teams need realignment. Yes, we all see warnings written about how companies sometimes reorganize because they don’t know what else to do, but in the startup-to-scale-up transition, occasional reorganization is a must. When whole new teams and job functions get added (e.g., HR, QA, BI), it changes operational dynamics in a major way – and that evolution should be reflected in how teams and roles are defined. ### 5\. Hiring for a scale-up, not a startup Scaling isn’t just about adding people; it’s about adding *the right mix* of people. Early on, startups often thrive with generalists – flexible, self-motivated entrepreneur types who cover any gaps, thrive in ambiguity, and get things done. These are **‘MacGyvers’, the multi-purpose tools you would want with you in a post-apocalyptic hellscape**. As the company matures, you need to find specialists who can deepen expertise, build systems, and train others – and somehow achieve a new balance between them and the generalists. It also helps to openly discuss and define two clear career tracks for teams: **manager** (for those who lead people and/or drive projects) and **expert** (for those who lead through greater depth and innovation) – both are essential. Generalists often make better managers, and specialists better experts, though there can definitely be exceptions. Sometimes, founders need to “get out of their own way” by hiring (and listening to) experienced scale-up leaders who’ve been through this phase before. Your company is a growing business that must compete in a market that will not wait for you to catch up – so even though leadership should improve over time, **you cannot afford to be a ‘school’ for anyone learning leadership from scratch**. Hire the best people, then do anything you can to empowerthem. ### 6\. Think global (and modular) before you think you need to Many companies wait too long to ‘go global’. They build everything for their home market, often in a local language, and then try to retrofit later. Instead, build **modularity** from the start – in processes, communication, and culture. That doesn’t mean being more ‘corporate’, it means creating frameworks that can scale across borders, languages, and time zones. As someone who’s spent over 15 years helping European companies expand globally, I’ve seen how early cultural awareness and documentation of decisions can either enable or slow expansion efforts. Thinking globally means more than translating your website, brochures, and employment contracts – it’s about risk mitigation, designing your organization’s operations in a way that ensures cultural differences and geographical distance don’t hinder your progress. ### 7\. Evolve marketing into a strategic partner Scaling also requires marketing to mature beyond mere intuition and the HiPPO (highest-paid person’s opinion). For scale-up growth to be more intentional than reactive, **marketing should be included as a strategic partner** rather than being thought of only as an in-house agency or support function. - **Involve marketing early in product R&D** – not just as an afterthought a couple weeks before a launch. - **Involve marketing in customer success efforts** – it will help prevent churn and aid revenue generation (renewals, upsell, and cross-sell). - **Define your** [**ideal customer profile (ICP)**](https://www.productmarketingalliance.com/how-to-determine-your-ideal-customer-profile/) early – not just demographics, but motivations, challenges, and buying dynamics. - **Clarify your 5Ws/1H** – *Who* you’re talking to, *What* value you provide, *Why* it matters, *When* and *Where* it’s relevant, and *How* they take the next step (your CTA). - **Maintain messaging consistency** across regions – local nuance is good (e.g., transcreation beats [localization](https://www.productmarketingalliance.com/finding-the-right-localization-strategy-for-your-business/) for conversions), but brand coherence remains essential. Marketers should schedule regular feedback sessions with account executives and really listen to whatever speedbumps they encounter throughout the funnel. At Whalebone, after I heard the same challenges repeated a few times, to proactively counter those challenges, I developed a *DNS4GOV Onboarding Guide* – which demystified the process and accelerated time to proof of concept. **Salespeople are a marketer’s goldmine.** As marketing functions notoriously either get blamed or don’t get credit, you can help to preemptively counter such stereotypical patterns by sharing regular updates about successes, observations, changes, or challenges in marketing trends with other teams. ### 8\. Align people, metrics, and incentives I’ve seen [OKRs](https://www.cmoalliance.com/are-you-ok-with-okrs/) used brilliantly or merely turned into complicated spreadsheets that nobody looks at again – until they need to create them again for the next quarter. The difference is intent and maintenance. **Organizations that approach OKRs as ‘set it and forget’ OKRs are doomed.** Keep your OKRs… - **Simple:** Start with three meaningful objectives for the company – and for each team, three that support those company objectives. - **Aligned:** Every job function should be able to explain how their goals support the company’s goals. - **Dynamic:** Review regularly; it’s okay and encouraged to make adjustments based on a changing reality. In my article [*A Simple but Effective Approach for Planning OKRs & Making Them Stick*](https://jasonmashak.medium.com/a-simple-but-effective-approach-for-planning-okrs-making-them-stick-52f9a8b1eb58), I emphasized that OKRs must be *owned by teams*, not imposed by leadership. They should tell a story of where you’re going together, not just serve as quarterly bureaucracy. ### 9\. Beware the ‘best practices’ trap One of the biggest forms of company self-sabotage that I’ve observed hides behind best practices. **When leaders say “we follow best practices,” they often mean “we’re afraid to think or do things differently.”** But ‘best’ depends entirely on context: your stage, your culture, your market, your moment in time. So whenever someone suggests following best practices, ask: - Why is this ‘best’ for *us* right now? - What assumptions is this based on? - Which aspects should we adapt or discard? **Scaling successfully requires open and discerning minds, not dogma.** There's a now-famous declassified 1944 CIA sabotage manual that includes a list of methods that the CIA recommended for sabotaging organizations. In my article [*How Companies Self-Sabotage with ‘Best Practices’*](https://jasonmashak.medium.com/how-companies-self-sabotage-with-best-practices-849add502140), I listed my top picks of the list that reflect ways that I have seen companies sabotage their own operations over the years. ## Scaling is a human process At the end of the day, scaling isn’t just about funding rounds, strategy decks, or headcount. It’s about people – how we connect, communicate, work together, and trust each other as the company evolves. I’ve supported enough organizations through this stage to know that chaos doesn’t simply disappear with growth but rather compounds – unless you build the structures and habits to contain it. So, before you hire your next 20 people or open that next office, stop and ask, **are we building with clarity… or are we upscaling our chaos?** ### Brand visibility in the age of AI: Actionable AEO & GEO advice URL: https://www.cmoalliance.com/brand-visibility-in-the-age-of-ai-live-session/ Last updated: 2026-01-25T10:26:21.000Z AI assistants like **ChatGPT, Perplexity**, and **Google AI Overviews** are changing the rules of discovery. SEO alone no longer guarantees that your brand appears where it matters most. AI-driven answers are shaping what buyers see, trust, and act on. On **December 9**, **CMO** **Alliance** and **Ahrefs** will host an exclusive live session to show you how to navigate this new landscape. We’ll unpack actionable strategies to grow your AI, search, and web visibility, strengthen branded search demand, and close gaps where competitors are winning attention in AI-generated results. [Watch OnDemand](https://pmmalliance.ondemand.goldcast.io/on-demand/15d6f6bb-36ad-4a8e-8050-d5e1b7c45dc6) --- ### **Why attend…** - Learn how AI reshapes visibility and discoverability, and what that means for SEO, AEO, and GEO. - Understand why branded search demand has become a critical KPI for AI-driven visibility. - Get practical AEO/GEO tactics for securing citations, boosting brand mentions, and influencing AI-generated results. - Explore Ahrefs’ Brand Radar 2.0 to uncover opportunities competitors are missing. - Discover the new metrics that matter for attribution, brand growth, and proving ROI in an AI-first world. --- ### **What you’ll walk away with…** - Real-world strategies to improve visibility across search, AI assistants, and the broader web. - Step-by-step tactics to grow your branded search demand and measure AI influence. - Insights into emerging AI patterns that affect content, citations, and discoverability. --- ### **Meet your speaker…** Andrei Țiț, Product Marketing Lead at Ahrefs Andrei Țiț is the Product Marketing Lead at **Ahrefs**, where he helps marketers and product teams make the most of Ahrefs through how-to videos, product updates, webinars, and comprehensive guides. He brings actionable insights on improving search visibility, AI readiness, and data-driven brand growth. --- ### **This webinar is for:** Marketers and product teams looking to adapt their SEO and content strategies for an AI-first world, strengthen brand visibility, and measure impact beyond traffic and backlinks. --- ### The key stages of the growth marketing funnel: Benefits and tactics URL: https://www.cmoalliance.com/the-key-stages-of-the-growth-marketing-funnel/ Last updated: 2025-10-15T11:24:34.000Z Driving truly sustainable growth for your business is challenging. You're battling [competitors](https://www.cmoalliance.com/win-against-competitors-by-knowing-your-customers/), algorithm changes, and short attention spans, just to name a few. To achieve long-lasting growth, you must take a comprehensive, data-driven approach that accounts for every stage of the [customer journey](https://www.cmoalliance.com/improving-the-customer-journey-with-revenue-marketing/). **Enter:** The growth marketing funnel – an effective framework that helps you to understand and optimize the customer journey from awareness to advocacy. ## What is growth marketing? [Growth marketing](https://www.cmoalliance.com/what-is-growth-marketing/) is all about rapidly gaining more customers and revenue through creative, data-driven tactics. The “growth” in growth marketing refers to gaining more customers, boosting revenue, or even gaining [brand recognition](https://www.cmoalliance.com/brand-awareness/). It starts with gathering information on which marketing channels, tactics, campaigns, and experiments are the most effective and then focusing your efforts on the most successful ones. > *"Growth marketing is a strategic mindset that focuses on the entire buying experience and aligns marketing efforts with revenue goals. It's about enabling all parts of the organization to increase customer acquisition and improve retention."* [**Nick Mamouzellos**](https://www.linkedin.com/in/nickmamou/)**, Director of Demand Generation EMEA at LRN** **Now, let’s get into some growth marketing funnel specifics.** ## What is the growth marketing funnel? The growth marketing funnel is a model that maps out the entire [customer journey](https://www.customermarketingalliance.com/mapping-out-the-customer-journey-and-finding-your-audience/) from initial brand awareness to retention and [advocacy](https://www.cmoalliance.com/the-role-of-customer-advocacy-in-sales-and-support-2/). It provides a strategic framework for attracting prospects, converting them into customers, and [nurturing lasting relationships](https://www.cmoalliance.com/from-b2b-to-b2h-building-customer-connection/) for sustainable growth. ## The benefits of the growth marketing funnel ### Visualizes the customer journey From initial brand awareness to becoming a [loyal advocate](https://www.cmoalliance.com/unlocking-the-power-of-lifetime-customer-value/), the funnel visually maps out every step of the customer journey. This bird's eye view gives you an in-depth understanding of all the touchpoints to optimize for enhancing engagement. ### Enables audience segmentation The funnel allows you to bucket audiences based on their current mindset and needs at different stages. With this visibility, you can tailor messaging to speak their language at each particular stage instead of taking a one-size-fits-all approach. ### Identifies drop-off points You can see where different prospects are dropping out of the funnel, which gives you insight into the reasons *why* people might not be making it to the end. This means you can carry out different tests to see if you can repair any leaky areas of your funnel. ### Conversion rate optimization (CRO) Once drop-off points are identified, you can put tactics in place to improve conversions at those stages through the right content upgrades, UX enhancements, incentives, and frictionless experiences. ### Data-driven decision making Your data will show you the behavior of your customers throughout every stage of their journey. This means you can utilize your [analytics](https://www.cmoalliance.com/how-revenue-analytics-can-drive-exponential-growth/) to form evidence-based decisions on the likes of budgeting, channel mix, creative approaches, and more. ### Aligns marketing strategies The growth marketing funnel acts as a blueprint for mapping out cross-channel campaigns tailored precisely to the incentives and mindsets of each funnel stage's audience. This maximizes your relevance and ROI. ### Enables lifecycle marketing The funnel allows nurturing relationships way beyond the conversion stage by segmenting different audience tiers like existing users, churned users, evangelists, etc., which paves the way for sustainable revenue growth. ### Predictive analytics With rich historical data, the funnel enables [predicting future customer trends](https://www.cmoalliance.com/how-predictive-lead-scoring-can-help-business/) and behavioral patterns to future-proof initiatives and adapt [growth strategies](https://www.cmoalliance.com/11-growth-strategies-you-can-apply-to-your-business/) before market shifts. ## Key stages of the growth marketing funnel ### Awareness This is the top of your growth marketing funnel. Here, potential customers become aware of your brand, product, or service. At this stage, it’s super important to carry out brand-building activities that inform prospects. This typically includes things like [paid campaigns](https://www.cmoalliance.com/the-complete-guide-to-driving-lead-generation-with-paid-social-media-ads/), social media campaigns, and [content marketing](https://www.cmoalliance.com/how-content-fuels-revenue-marketing-objectives/). ### Acquisition At this stage, potential customers are starting to show interest. Maybe they’ll be downloading your gated content or signing up for a free trial. If you see potential conversions dropping off, try altering aspects of your page like your messaging, button, use of color, etc. Getting traffic is great, but you want conversions to move your audience onto the next stage of the growth marketing funnel. ### Activation You’ve acquired your leads and now you want to ensure that they’re utilizing your product or service, or are at least engaging with your brand. Activation forms part of the [customer onboarding process](https://www.customersuccesscollective.com/customer-onboarding/), and users who engage more quickly with a product or service are more likely to stay with you. You’ll want to have a top-tier onboarding strategy, so implement initiatives to get customers engaging straight away – provide them with all the necessary tools and resources so they can experience the value of what you’re offering. ### Retention Retaining customers is fundamental. You need to engage them, provide value, and ensure they keep using your product or service. Advancing your [retention rates](https://www.cmoalliance.com/how-is-email-marketing-important-to-improving-customer-retention/) means improved growth, so make sure you’re checking in via emails, in-app messages, etc. This’ll ensure you’re top of mind and will encourage people to engage with your brand. A positive [user experience](https://www.cmoalliance.com/ux-designers-guide-becoming-t-shaped-marketer/) is key, here. ### Revenue Here’s where you’re looking to monetize. You want to retain your customers, of course, but when it comes to the revenue stage, you’re looking to maximize [customer lifetime value](https://www.customersuccesscollective.com/customer-lifetime-value-how-to-calculate-and-increase-it/) (CLV). Look into upselling and cross-selling tactics, or implement subscription models or recurring revenue streams to [boost revenue growth](https://www.cmoalliance.com/how-partner-marketing-drives-revenue-growth/). ### Referral Who doesn’t love a good review or to know that your customers are *so* satisfied, they’re telling everyone about you? Encourage your [existing customers](https://www.cmoalliance.com/retention-marketing-vs-acquisition-marketing-cheaper-to-keep-existing-customers/) to refer your product or service to their network. You can encourage or increase this through referral programs, affiliate marketing, and review generation. You can make this a natural part of the customer journey – send an automated email or in-app message after a successful experience. Make sure you thank your customers and don’t be afraid to [incentivize them to make a referral](https://www.cmoalliance.com/how-customer-referrals-drive-organizational-growth/). [10 B2B growth hacking strategies for marketing leadersEffective growth hacking starts with a precise ICP (ideal customer profile), which means getting into things such as what they value, how they make decisions, and what language they use to describe their problems.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--313.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/B2B-growth-hacking-1.png)](https://www.cmoalliance.com/b2b-growth-hacking-strategies-for-marketing-leaders/) ## Growth marketing funnel vs traditional marketing funnel: What’s the difference? ### Traditional funnel: Transactional and linear - Focus: acquisition and conversion - Less emphasis on retention, upsell, and advocacy - Often operates in silos: brand, performance, CRM - Measurement is campaign-based ### Growth funnel: End-to-end lifecycle focus - Starts at **awareness** but extends through **retention**, **revenue**, and **referral** - Embraces constant experimentation and optimization - Cross-functional: marketing, product, and customer success work together - Metrics-centric: lifetime value (LTV), [churn](https://www.cmoalliance.com/guide-to-churn-reduction-framework/), cohort performance, growth rate ### Why growth funnel thinking wins - Reduces overreliance on new acquisition (expensive) - Encourages sustainable revenue via retention, upsells, and word-of-mouth - Enables [feedback loops](https://www.cmoalliance.com/cmos-know-your-customer-know-yourself/) (user behavior → product/marketing changes) - Better alignment of all teams (not just top-funnel focus) In short, the growth marketing funnel takes you beyond “get leads” to “grow customers,” turning your funnel into a continuous growth engine. ## How to build a growth marketing funnel for SaaS / B2B businesses ### Stage mapping for SaaS / B2B 1. **Awareness** - Content (whitepapers, webinars, thought leadership) - [SEO](https://www.cmoalliance.com/seo-2-0-how-to-adapt-to-the-future-of-search/) \+ organic search - LinkedIn or industry media sponsorships 2. **Acquisition** - Gated content downloads - Free trial signups or product demo requests - Targeted outbound outreach 3. **Activation** - First meaningful action (e.g. connect data source, set up profile, invite members) - Use onboarding emails, checklists, in-app prompts 4. **Retention** - Encourage repeated usage (daily/weekly) - Feature updates, in-app education, proactive support 5. **Revenue / Monetization** - Upgrade from free to paid tier - Cross-sell modules / add-ons - Pricing optimization, usage-based billing 6. **Referral / Advocacy** - NPS surveys and follow-ups - Incentives for referrals (e.g. discounts, credits) - [Case studies](https://www.cmoalliance.com/customer-case-study-questions-template-framework/) and customer success stories ### Key considerations and tips - **Freemium vs free trial**: choose based on time to value, usage patterns, and sales cycles - **Onboarding is mission-critical**: the sooner a user sees value, the lower drop-off - **Customer success handoff**: ensure smooth transition from marketing to customer operations - **Trigger-based upsell nudges**: e.g. usage thresholds, add-on suggestions - **Deli ver content & nurture sequences by vertical / role**: B2B purchases often involve multi-stakeholder groups - **Use intent data & account-based marketing (ABM)** in parallel to funnel work, for high-value accounts By adapting the generic funnel stages to your business model, you’ll produce a more executable growth plan that can be measured, iterated, and scaled. [How to build a growth-focused marketing teamMaya Moufarek, CMO Growth Consultant, discusses how you should be approaching growth-focused team building as a CMO.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--314.png)CMO AllianceMaya Moufarek![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/scaling-teams-2.jpg)](https://www.cmoalliance.com/how-cmos-should-get-their-teams-ready-for-growth/) ## How to measure conversion rates (and benchmarks) at each funnel stage For growth marketers, one of the biggest challenges is turning a funnel model into actionable scorecards. You need to know *where* prospects are converting — or dropping off — and whether your performance is good, average, or poor. This section helps you do exactly that. ### Conversion rate definitions by stage - **Awareness → Acquisition**: Percentage of people who become leads (e.g. click ad → landing page sign-up). - **Acquisition → Activation**: Proportion of leads who meaningfully engage (e.g. activate trial, open first feature) - **Activation → Retention**: Users who return / engage over a defined time period (e.g. still active after 30 days) - **Retention → Revenue**: Portion of retained users who upgrade, purchase again, or subscribe - **Revenue → Referral**: Share of users who make a referral (invite, share, advocate) ### Benchmark ranges and context Benchmarks vary heavily by industry, business model, and audience. Still, here are some rough guidelines (use them as directional checks, not absolutes): - Awareness → Acquisition: 1%–5% (for paid campaigns) - Acquisition → Activation: 20%–50% (depends on funnel friction) - Activation → Retention: 30%–70% (over specific time windows) - Retention → Revenue: 10%–30% (upgrade, recurring payments) - Revenue → Referral: 5%–20% (depends on incentives, product virality) ### Tips to improve your conversion rates - Use **micro-conversions** (e.g. watch video, open email) to detect early signals - A/B test landing page layouts, CTAs, onboarding flows - Add social proof, urgency, and trust signals - Use analytics segmentation to find underperforming cohorts - Identify friction (e.g. load times, form length) and remove it By tracking conversion rates side by side, you’ll see which stages are underperforming, giving you laser focus for experiments and optimization. ## Common funnel drop-off points and how to repair them Even the best funnel will have leaky spots. The smart marketers are those who identify and plug them. Below are drop-off “hot zones” and proven tactics to fix them. ### Top drop-off zones 1. **Landing page → Lead capture**: user sees your ad/content but doesn’t click or convert 2. **Lead → Activation**: they sign up but never engage or start using product 3. **Activation → Retention**: first user engagement doesn’t stick 4. **Retention → Revenue / upsell**: users stay but don’t become paying or upgraded 5. **Revenue → Referral**: happy users don’t actually refer ### Repair tactics by zone | Zone | Common causes | Fixes / tactics | | Landing → Lead | Weak messaging, irrelevant offer, slow page, lack of trust | Tighten messaging, match ad–landing alignment, optimize page speed, include testimonials | | ---------------------- | ----------------------------------------------------------- | ----------------------------------------------------------------------------- | | -------------- | ---------------------------------------------------------- | ---------------------------------------------------------------------------------------- | | Lead → Activation | Clunky onboarding, lack of guidance, friction at first step | Provide guided tours, tooltips, checklists, in-app onboarding, welcome emails | | | | | | Activation → Retention | Users don’t see ongoing value, no reminders, UX issues | Trigger push/email reminders, segmentation-based content, re-engagement flows | | | | | | Retention → Revenue | No upsell path, misaligned pricing, lack of incentives | Use behavior-based prompts, tiered plans, discounts, add-ons | | | | | | Revenue → Referral | Users don’t think to share, no reward, low trust | Referral programs, social sharing incentives, reminders after success moments | | | | | ### Diagnosing via funnel analytics Use cohort and drop-off analyses to pinpoint exactly where users abandon. Visualize the funnel (e.g. Sankey charts), and run experiments, starting with the highest-leverage leak. Over time, you’ll repair the funnel systematically rather than chasing random improvements. ## Tried-and-tested growth marketing strategies and tactics ### Market, customer, and competitor analysis If you want your growth marketing efforts to succeed, you need to start with thorough research. We're talking in-depth market analysis; getting to know your target customers intimately and scoping out the [competition](https://www.cmoalliance.com/steps-for-effectively-leveraging-competitive-intelligence/) like a pro. Don't just collect data for data's sake though – put on your analyst hat and dissect that info to pinpoint strengths, weaknesses, gaps to exploit, and how you can differentiate. A great way to do this is by conducting a [**SWOT – strengths, weaknesses, opportunities, and threats – analysis**](https://www.competitiveintelligencealliance.io/swot-analysis-strategic-planning/). ### SMART goals Vague goals like "increase sales" are non-starters. You need goals that are **SMART – specific, measurable, achievable, relevant, and time-bound – goals**. That means goals that are crystal clear. Let's break it down: **Specific:** We want goals that are crystal clear, like "boost email sign-ups by 25% within the next quarter." **Measurable:** If you can't measure it, how will you know if you've achieved it? A measurable growth marketing goal could look like “increase marketing qualified leads (MQLs) by 15% over the next quarter.” **Achievable:** Dream big, but keep it realistic. The goal of "becoming a billion-dollar company by next year" is probably unrealistic for a small startup, unless you have massive resources. **Relevant:** Your goals should ladder up to your overarching business aims. Don't chase vanity metrics that don't make real moves. **Time-bound:** Clear timelines create a sense of urgency and accountability, and help to keep you on the right track. Having a set of SMART goals is a great way to stay laser-focused and map out every decision and tactic you implement. ### Channels and tactics With so many marketing channels and tactics out there, it's easy to fall for shiny new objects. You can't just chase every latest trend though. Do your research on where your ideal audiences are actively engaging, then map out the perfect channel mix and specific campaigns to deploy on each one. Maybe you want to stick with proven channels like [email](https://www.cmoalliance.com/important-b2b-email-marketing-kpis/), SEO, social, and PPC (pay-per-click), but you’re also thinking of branching out to the likes of [TikTok](https://www.tiktok.com/@revenue.marketing/), the key is understanding what works for your brand and your audience. > [@revenue.marketing](https://www.tiktok.com/@revenue.marketing?refer=embed "@revenue.marketing") In this short, Tara Robertson, CMO of Bitly, outlines tactics for influencing change in your org. [#marketingtips](https://www.tiktok.com/tag/marketingtips?refer=embed "marketingtips") [#revenuemarketing](https://www.tiktok.com/tag/revenuemarketing?refer=embed "revenuemarketing") [#csuite](https://www.tiktok.com/tag/csuite?refer=embed "csuite") [♬ original sound - Revenue Marketing Alliance](https://www.tiktok.com/music/original-sound-7358399901871016710?refer=embed "♬ original sound - Revenue Marketing Alliance") For example, when it comes to B2B marketing, LinkedIn is the channel B2B buyers most regularly use, and [YouTube](https://www.youtube.com/channel/UCp5XcYVq3GQ33uCVU4iKFHA) is a great platform for people who want to learn with video – we’ve all used it as our go-to for a “how-to” guide, right? Carefully evaluate each channel and tactic based on factors like cost, potential reach, and alignment with goals, and continually monitor your performance to discover what’s working and what isn’t. ### A customer-centric approach At the end of the day, growth marketing is all about putting your customers first. You need to intimately understand their entire journey from awareness to conversion to retention and [advocacy](https://www.cmoalliance.com/the-power-of-customer-advocacy/). Create detailed [buyer personas](https://www.productmarketingalliance.com/your-guide-to-personas/) built from real surveys and data. With those insights, you can craft personalized strategies that speak directly to the wants and needs of your customers at every touchpoint. ### Budgeting and resource allocation Even the most brilliant strategies will flop without the necessary investment behind them. That's why nailing your [budgeting](https://www.cmoalliance.com/top-down-vs-bottom-up-budgeting/) and resource allocation from day one is crucial. You need to thoughtfully invest your hard-earned dollars, time, and energy into areas that'll max out returns. Balance paid channels with cost-efficient organic and owned efforts. Stay nimble and reallocate resources towards what's driving performance. If something's underperforming, cut it loose. If it's making waves, double down! ### Key performance indicators (KPIs) [KPIs](https://www.cmoalliance.com/marketing-sales-alignment-kpis-integrated-funnel/) are little growth trackers that keep you grounded and focused on your goals. To avoid getting overwhelmed by an abundance of data, select 5-10 high-impact [KPIs](https://www.cmoalliance.com/how-to-set-revenue-focused-marketing-kpis-using-multi-touch-attribution/) per initiative that directly align with your targets. Things like website traffic, conversion rates, email metrics – whatever shines a light on the tactics that are working or not. Then analyze and optimize the heck out of whatever those KPI insights are telling you. [Each of your KPIs](https://www.cmoalliance.com/important-kpis-to-get-the-most-from-abm/) should give you a different lens for evaluating how effectively your tactics are moving you toward that overarching goal. ### Lead generation and demand generation For effective lead and [demand generation](https://www.cmoalliance.com/demand-generation-strategies-for-business-growth-stages/), it’s always a good idea to implement a versatile mix of tactics suited to your audience’s preferences. For example: **Content marketing** [Content marketing](https://www.cmoalliance.com/revolutionizing-content-marketing-strategy-with-content-forecasting-lets-talk-revenue-marketing/) provides your audience with information to help them get to grips with specific topics and enhance their knowledge. Gated content like [eBooks and reports](https://www.cmoalliance.com/reports/) go that extra step further – they offer your audience something a little weightier while ensuring you drive leads for the business. **SEO** Even the best content is useless if no one can find it. [Invest in technical SEO](https://www.cmoalliance.com/seo-2-0-how-to-adapt-to-the-future-of-search/), on-page optimization, link building, and other tactics to boost organic traffic and visibility. Make sure you’re optimizing your old or outdated content, too. Readers want the most up-to-date information, so go back and analyze what’s in your roster. **PPC and paid social** [Targeted paid ad campaigns](https://www.cmoalliance.com/preparing-for-b2b-ppc/) can quickly get you in front of prime prospects when they're actively searching for solutions. Remember to come back to your research – where does your target audience get their information? Which channels do they utilize most? Where do they go to solve their problems? Make sure you’re targeting the right people in the right place and at the right time. **Account-based marketing (ABM)** ABM focuses on directing your marketing and sales toward a set of high-value target accounts. It allows you to personalize your content, campaigns, and sales pitches to accounts that’ve been identified as the most relevant and profitable. **Referral marketing** Who better to market for you than your happiest customers? We’ve touched on the importance of word-of-mouth marketing before. Implement incentives to turn your established fans into growth engines. **Webinars and virtual events** People love interactive multimedia content. Webinars, live-streams, and virtual summits educate while capturing leads. **A bonus?** Online webinars and virtual events mean attendees can participate from anywhere in the world, rather than missing out because they don’t live in the right location. The list goes on. And remember to get creative! You need a constant stream of fresh opportunities filling that funnel. ## Closing thoughts on the growth marketing funnel Achieving sustainable growth is an ongoing exercise. The most successful marketers review and refine their funnel strategies continuously as new data, trends, and market shifts emerge. Remember your primary focus: The customer. Focus on providing them with continuous value at every stage of the funnel; deliver top-tier experiences, address their pain points, and ensure what your offering genuinely solves their problems or improves their lives. ### Why authenticity builds trust in B2B [Video] URL: https://www.cmoalliance.com/why-authenticity-builds-trust-in-b2b-video/ Last updated: 2025-10-14T12:18:51.000Z --- --- ### CMO Summit Online | October, 2025 URL: https://www.cmoalliance.com/cmo-summit-online-october-2025/ Last updated: 2025-10-13T16:14:53.000Z Stay up-to-date with the latest innovations and learn from industry titans such as Flexera, Riskonnect, Hackensack Meridian Health & more. _This post is for paying subscribers only._ ### How Palo Alto Networks turned optimism into a growth strategy URL: https://www.cmoalliance.com/how-palo-alto-networks-turned-optimism-into-a-growth-strategy/ Last updated: 2025-10-10T16:30:37.000Z Have you noticed how much of the marketing we see today, particularly in industries like finance, insurance, and [security](https://www.cmoalliance.com/the-role-of-marketing-in-enterprise-cybersecurity/), is rooted in fear? The default mode is to tell the customer that the world is going to hell, and they’re next. But what if I told you that moving away from that fear and embracing optimism can lead to greater success, [better brand trust](https://www.cmoalliance.com/the-importance-of-trust-in-b2b-marketing/), and more transformative results? Spoiler alert: it can. In this article, I’m going to show you how. Here’s a taste of what we’ll cover: 1. Real-world examples of marketing messages that lean into optimism versus those that lean into fear. 2. A case study showing how we've used optimism-based marketing at Palo Alto Networks and the results we’ve achieved. 3. How to create messaging that empowers and inspires your customer. ## When marketing relies on fear In many industries, the core marketing approach is designed to [trigger anxiety](https://www.productmarketingalliance.com/the-role-of-fomo-on-consumer-psychology/) so that the customer will take immediate action. They want you to feel a sense of emergency. They want you to think, “If I don’t buy this now, something terrible will happen.” We see this everywhere. You hear messages like, “Are you covered when disaster strikes?”, “Have you really planned for your retirement?”, and “Are you ignoring the warning signs?”. [![A slide graphic showing six examples of fear-based marketing messaging across different industries, including "Are you covered when disaster strikes?" (Insurance) and "Have you really planned for your retirement?" (Financial Services).](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/10/data-src-image-b7050750-4a92-4996-bd3d-5057cca49488.png)](https://www.cmoalliance.com/how-palo-alto-networks-turned-optimism-into-a-growth-strategy) My own industry, [cybersecurity](https://www.aiacceleratorinstitute.com/zero-trust-and-ai-the-next-evolution-in-cybersecurity-strategy/), is one of the worst offenders. The messages are often designed to generate panic: “One click could cost you everything.” Or, “Hackers don’t sleep, and neither should your defenses.” It's a constant state of anxiety we project onto the customer. ### AI: The latest fear factor Now, with [the rise of AI](https://www.cmoalliance.com/preparing-for-the-ai-revolution/), this fear is amplifying. We’re being bombarded with risks: deepfake videos, hackers misusing AI to create sophisticated ransomware, and the overarching societal fear of jobs being replaced by technology. As a result, the atmosphere surrounding innovation is increasingly dominated by fear and uncertainty. [![A slide graphic titled "AI: The Latest Fear Factor" showing five news headlines related to the risks and job concerns associated with artificial intelligence, such as deepfakes and AI-driven cyberattacks.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/10/data-src-image-d5e72048-0f58-4339-aa82-63cf10bb0b07.png)](https://www.cmoalliance.com/how-palo-alto-networks-turned-optimism-into-a-growth-strategy) But what if we could counter this narrative? What if we could look at the greatest adversity and choose to meet it with incredible optimism? ## The case for optimism The story of Apollo 13 offers a powerful blueprint for a more positive approach to marketing. In case you don't know the story or haven’t seen the 1995 movie, here’s how it goes. Three astronauts were stranded in space after an explosion. They had to move into a tiny lunar module meant for two. When carbon dioxide filters became a critical problem, the team at Houston had to figure out how to fit a round filter into a square hole using only the materials available, like socks, plastic trash bags, and duct tape. They succeeded not just because of ingenuity, but because they embraced the spirit of optimism in the face of incredible, life-threatening adversity. Now, you might be wondering what this has to do with marketing. Well, consumers also seek this forward-thinking approach. [Research shows](https://pubmed.ncbi.nlm.nih.gov/40401793/) they trust brands that inspire and empower rather than scare. [![A slide graphic on a cloudy, sunrise background stating that "Positive marketing strategies can foster greater consumer trust and loyalty" and that consumers favor brands that "inspire and empower."](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/10/data-src-image-6ab298bc-0a46-4163-b819-241992ade6d2.png)](https://www.cmoalliance.com/how-palo-alto-networks-turned-optimism-into-a-growth-strategy) ## Building a brand rooted in optimism For optimism-based marketing to work, it must be more than just a tagline – it has to be rooted deep within your company's foundation. If your [culture](https://www.peoplealliance.com/articles/positive-workplace-culture/), product, and mission aren't aligned, any positive messaging will feel like lipstick on a pig. ### Alignment of culture, product, and mission At Palo Alto Networks, we’ve always focused on this alignment. Our former CMO framed the problem perfectly: most security branding is based on fear, but we define our [value proposition](https://www.cmoalliance.com/value-proposition-template-and-example-framework-2/) not by the negative, but by the positive, enabling aspects of what we do. Our current CEO shares that same vision, expressing profound optimism about the potential of technology and cybersecurity. This belief system is what guides every decision, from our sales training to our product development. [![A slide graphic showing side-by-side quotes from the former CMO (René Bonvanie, 2012) and current CEO (Nikesh Arora, 2025) of Palo Alto Networks, emphasizing defining value proposition by "positive, enabling aspects" and being optimistic about technology.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/10/data-src-image-b2ee2aa4-b069-448e-b30a-1d620b44db47.png)](https://www.cmoalliance.com/how-palo-alto-networks-turned-optimism-into-a-growth-strategy) This philosophy has even been embedded in our product itself from the very start. When Palo Alto Networks was founded in 2005, the team deliberately chose a different approach from the rest of the cybersecurity industry. _This post is for paying subscribers only._ ### Futureproof funnels: How marketing leaders are adapting demand gen with AI URL: https://www.cmoalliance.com/futureproof-funnels-live-session/ Last updated: 2026-01-25T10:27:50.000Z The demand generation playbook is being rewritten. As privacy expectations rise and AI reshapes the way buyers behave, traditional funnels are showing their age. The challenge for marketing leaders isn’t optimizing what’s broken, it’s designing what comes next. Join EndeavorB2B’s **Amanda Landsaw (CMO)** and **Ryan Malec (VP of Innovation & Data)** as they unpack how forward-thinking organizations are reimagining demand generation for an AI-driven, privacy-first era. [Watch OnDemand](https://pmmalliance.ondemand.goldcast.io/on-demand/ab212284-12e0-4c6b-8965-bb2d8e47daf1) ## You’ll discover how to: - Move beyond linear, outdated funnels and build adaptive, intelligence-led demand engines - Apply AI as a *transformation layer* that powers smarter segmentation, engagement, and activation - Design privacy-conscious strategies that build trust without sacrificing performance - Turn fragmented data into actionable buyer signals that fuel precision and agility - Create living, learning funnels that evolve with your audience and market If your demand programs aren’t converting like they used to, or if your data, privacy, or process challenges are slowing growth, this conversation will help you see the path forward. ## Who should attend: Senior marketing leaders ready to rethink how demand is created, measured, and scaled in the age of AI. ## Speakers: ### Amanda Landsaw Chief Marketing Officer, EndeavorB2B A marketing innovator leading strategy at the intersection of data, technology, and brand. Amanda helps organizations move beyond legacy funnels to create adaptive, measurable, and trusted demand engines. ### Ryan Malec Vice President, Innovation & Data, EndeavorB2B A data-driven strategist behind Endeavor’s AI-powered personalization platform and audience intelligence initiatives. Ryan helps brands connect with buyers through smarter, more responsive demand systems. **Watch OnDemand** to start futureproofing your funnel. ### The blurry lines between B2B and B2C: how to grow in this ecosystem URL: https://www.cmoalliance.com/the-blurry-lines-between-b2b-and-b2c-how-to-grow-in-this-ecosystem/ Last updated: 2025-10-09T10:51:14.000Z For nearly 14 years, my work in marketing and communications has been about figuring out one thing: why people choose one product over another. From leading communications for the travel app BlaBlaCar across Europe to diving into the complexities of a pet insurance startup, I’ve been solving marketing puzzles that don’t fit into a neat B2B or B2C box. My whole career has shown me that there’s no universal marketing playbook. Everything comes down to trust. And often, that trust has to be earned twice: once with the customer, and once with the influencer who stands between you and them. It’s about making everything stay human. This became especially clear when I realized that in many industries, there’s a critical influencer standing between you and your end customer. This is the world of B2B2C. ## **What is the B2B2C model?** The line between B2B and B2C is so blurred now that it’s almost nonexistent. We’re often operating in a B2B2C ecosystem, where multiple audiences interact with each other. As a company, you have to design and build for these audiences simultaneously. To paint a picture, imagine you’re a dog or cat owner buying pet insurance. You’re probably not just Googling it on a lazy Sunday. More likely, you’re considering it because your vet brought it up after an appointment. The vet’s mention is what seals the deal, even if the insurance company’s website and product are amazing. That’s B2B2C in action. You have to make sure the end customer loves your product, but you also have to ensure the vet trusts you enough to mention it in the first place. You can market to the end user, but you can’t ignore the person in the middle, the one who shapes and often enables that decision. ## **The ‘aha’ moment: realizing you’re in a B2B2C ecosystem** At the pet insurance startup, we ran all the classic marketing campaigns: [performance marketing](https://www.cmoalliance.com/what-is-performance-marketing/), [lead generation](https://www.cmoalliance.com/what-is-lead-generation-in-marketing-a-guide/), and conversion funnel optimization. But looking back, the biggest ‘aha’ moment was realizing that these channels alone didn’t explain why pet owners were choosing us. Many customers signed up because their vet recommended us, but our brand wasn’t set up for that kind of endorsement. Digital ads gave us visibility and built awareness, but they didn’t solve the harder part: making sure vets saw us as credible enough to be part of the conversation. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/09/B2B2C-diagram.png) This made it clear that our challenge wasn’t just selling online; it was about building credibility. And credibility is always about building relationships. We had to shift our mindset from direct-to-consumer (D2C) to B2B2C and start thinking about collaborative, trust-based marketing. ## **How to build trust and credibility with your intermediaries** Once we embraced the B2B2C model, our entire approach had to change. We knew we couldn’t rely on dashboards and conversion rates alone. We had to get out and build real relationships. ### **The most valuable research you can do: just talk to people** To put it simply, we just went and talked to people. Our mindset changed completely once these conversations started. As a marketer, I know that data might tell you a conversion rate is low, but it will never tell you *why* it’s low. We organized meetings with vet clinics over Zoom, on Google Meet, and in person. We asked simple questions: What annoyed them? What would make them feel good about discussing a pet insurance brand? These conversations also helped us understand how pet owners think. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/09/Yuliia-quote.png) ### **From data dashboards to genuine empathy** Of course, marketing surveys and NPS scores have their place, but the real insights came when we talked directly to our partners. We learned about pet owners' pain points and finally understood how vets explain complex topics like insurance to them. We saw how the B2B and B2C sides of the ecosystem interacted. That was gold. It felt like we gained real empathy, along with practical insights you’d never find in a dashboard. This completely changed our go-to-market strategy. It was no longer about just pushing all the pet owners in the UK through a funnel. It was about enabling a simple, helpful interaction between vets and pet owners. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/09/Conversations---strategy.png) ## **The marketer’s biggest challenge: accepting what you can’t control** One of my biggest lessons was realizing that not everything can be controlled. As marketers, we love dashboards and clean attribution models - but in a B2B2C world, so much of the decision-making happens outside our direct reach. The real challenge is shifting from trying to control every variable to enabling and supporting the people who influence those decisions. Once you do, you can start focusing on enabling and supporting your influencers. ### **Focus on enabling, not controlling** This new focus made us rethink our messaging. We had to eliminate any jargon that made people’s eyes glaze over. Pet owners are deeply caring people; their minds are always occupied with making their pet’s life better. Our mission was to address that. Small details mattered. We made sure our leaflets were genuinely useful and clear, not just nice to look at. We provided resources that made it easy for vets to explain our product. The goal was to give them the tools they needed to have a simple, confident conversation with their clients. ### **Understand that trust is a long-term investment** Another key learning was that you can’t just get a few clinics on board and then scale immediately. Building a B2B2C strategy isn’t possible that way. It’s all about trust and nurturing relationships for the long term to create a win-win for everyone. This process forces you to go back to basics. Are we communicating clearly? Is our messaging simple enough? Do we need to adjust our product? These ongoing conversations are essential, even when you think you know it all. Taking notes on the specific words your partners use is incredibly helpful for shaping your strategy. ## **Business to business to consumer examples across industries** This model isn’t unique to pet insurance. Once you start looking for it, you’ll see the B2B2C ecosystem everywhere. ### **Healthcare and medtech** Healthcare is a huge one. Think of pharmaceutical companies that need doctors to prescribe their medications. Or consider platforms like Zocdoc that connect doctors and patients. The company needs to win over both clinics and patients, making sure both sides trust the platform. ### **Fintech** The fintech world is filled with this model. - **Stripe** sells to developers and businesses but also designs the payment experience to be seamless for the end customer. - **Klarna** works with retailers to integrate its service but also markets its "buy now, pay later" features directly to shoppers. - **Square** sells hardware and software to merchants while also designing the payment flow for the end customer. In all these cases, the company must be transparent and clear for both audiences. ### **Edtech** Edtech is another classic example where the lines between B2B and B2C are blurred. - Platforms like **Google Classroom** and **Kahoot** connect teachers and students but also work with schools to drive adoption. - **Coursera** partners with universities to offer courses but markets directly to us, the learners. Anywhere you find an influential intermediary, you’re dealing with a B2B2C dynamic, whether you planned for it or not. ## **The essential mindset shifts for B2B2C marketing** Working in this space requires a fundamental shift in how you think as a marketer. It’s messy and fascinating, but it all starts with your mindset. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/09/Yuliia-quote---headshot.png) ### **Stop thinking about two separate audiences** The biggest mistake is to work on your B2B and B2C strategies separately. If you do, you miss how they interact and reinforce each other. The real magic happens when you design for both audiences at once, creating a strategy where they work together instead of competing for your attention. ### **Acknowledge your intermediary as a customer** You have to accept that your end user isn’t your only customer. You are also earning trust with the intermediary, and that is a long-term story. You won’t earn it in three months. It means investing in relationships you don’t fully control. ### **Embrace a slower, more deliberate strategy** As marketers, we like to test, learn, and scale quickly. But a B2B2C approach can be slower. Once you figure it out, however, it’s far more satisfying. You’re not just buying attention; you’re earning trust. As soon as you do, everything becomes so much easier. My best advice? Just go talk to people. Field insights are often more valuable than your final metrics. Ask simple questions. Start from the beginning. Your strategy will become clearer and easier to present to your team. At the end of the day, it’s all about people trusting other people. Keep it human. ### Inspiring marketers to be more data-driven URL: https://www.cmoalliance.com/inspiring-marketers-to-be-more-data-driven/ Last updated: 2025-10-10T07:15:47.000Z When we started exploring partnership opportunities, our main goal at Funnel was clear: to inspire marketers to become more data-driven. Marketing intelligence is at the heart of what we do, and we wanted to spark conversations around marketing measurement and the rebirth of MMM (marketing mix modeling). For me, it was about helping marketers understand the value of mastering their marketing data and putting data-driven decisions into practice in their daily work, whether on a marketing team or at the CMO level. ## Why the CMO Alliance? Our core audience is marketing departments, and specifically senior decision-makers like CMOs. But reaching them directly can be tricky. > When looking for a partnership, the CMO Alliance community stood out as an easy choice. Their network of engaged, global marketers aligned perfectly with the people we wanted to reach, giving us the opportunity to connect with decision-makers in a meaningful way. ## Partnering for education and dialogue Marketing measurement can be incredibly powerful, but we also know it presents challenges for CMOs and marketing teams to implement in practice. Through this partnership, our goal was not only to inspire and educate, but also to start meaningful conversations and learn from others about how they’re working with their marketing data. > The CMO Alliance’s strong and engaged community allowed us to interact with marketers on a more personal level, exchanging insights and ideas that go beyond typical marketing content. ## Positive results and community impact The partnership delivered very positive outcomes. Together, we published a thought leadership piece, hosted a webinar, and joined a podcast. The feedback from the community was overwhelmingly good. We connected with many data-driven marketers and had productive discussions about marketing measurement and how to make data-driven decision-making part of everyday marketing practice. ## Key takeaways - [Partnering with the CMO Alliance](https://www.cmoalliance.com/partner-with-us/) allowed us to reach senior marketing decision-makers in a meaningful, personal way. - Sharing knowledge and fostering dialogue helped both Funnel and the community explore practical approaches to marketing measurement. - Data-driven marketing is most effective when teams actively engage, learn from peers, and implement insights consistently. --- 💡 Ready to connect with senior marketing leaders and drive meaningful conversations in your industry? [****Partner with the CMO Alliance**](https://www.cmoalliance.com/partner-with-us/): • **6,000+** marketing members in the community • ****25,000+** website visitors/ month • ****1.2M** social media impressions/ month See how collaboration can elevate your marketing impact. [Book a partnership call](https://meetings-eu1.hubspot.com/thomas-madden) ### Chief Marketing Officer awards 2026 Nominate today URL: https://www.cmoalliance.com/the-alliance-awards-cmoa-nominate-today/ Last updated: 2026-10-16T12:02:09.000Z Welcome to the **Chief Marketing Officer awards 2026**! It's time to shine a spotlight on the brilliant minds shaping our industry. Who are the trailblazers, the game-changers, the visionaries in marketing that deserve recognition? We want to hear from you! Nominations are now open, and we're eagerly awaiting your submissions. Whether it's a groundbreaking campaign, an exceptional individual, or a team that's redefining excellence, we want to know who's pushing the boundaries of marketing in 2026. Want to nominate your kick-ass team? Go ahead! Want to pat *yourself* on the back? Knock yourself out! We’ve got a whole bunch of exciting categories to choose from: The CMO Alliance will be awarding - CMO of the Year - AI-Native Marketing Campaign of the Year - Marketing Team of the Year ## Key dates 💌 **Submission deadline:** October 7, 2026 (midnight GMT) **🌟 Shortlists announced:** October 23, 2026 **📣 Polling round:** October 26 - October 30, 2026 **🏆 Winners announced:** December 1, 2026 ## 2026 award categories The CMO Alliance is rewarding: ### CMO of the Year Not everyone can handle the heat at the top. This one's for the C-suite marketer who's not just talking the talk, but walking the walk, day in and day out. We're looking for a marketing mastermind with eight-plus years in the game and at least two years leading from the top seat. Someone who's driving revenue, growing the brand, scaling the org, and setting the vision everyone else follows. Got a CMO who's been crushing it at the highest level? Don't let them fly under the radar. Nominate the C-suite superstar who deserves the recognition. ### AI-Native Marketing Campaign of the Year AI-as-an-add-on is old news. This award is for the campaign that couldn't exist without it. We're looking for the marketer who built a campaign from the ground up with AI baked into the architecture, not bolted onto the side. Think AI shaping the decisions, running the execution loops, and doing real creative heavy lifting, not just speeding up a task that a human was already doing. Judging isn't just about the tech. We want to see the creative thinking behind it, and the results it drove. Impact that wouldn't have been possible the old way. Built something genuinely AI-native this year? Show us the creative, show us the results, and get your nomination in. ### Marketing Team of the Year Behind every big win is a team that made it happen. This year, we're recognizing the marketing teams making their mark through growth, collaboration, and smart execution. We're looking at investment in learning and development, campaign performance, cross-team teamwork, and the growth metrics to back it all up. Got a marketing team that deserves the spotlight? Get your nominations in and celebrate what they've achieved together. [Vote now](https://productmarketingall.typeform.com/to/YqXX6aRE) --- ## The judging criteria We're looking for exceptional candidates who exemplify excellence in marketing. The ideal recipients of these prestigious awards will demonstrate: - Leadership and innovation across the marketing spectrum, including but not limited to C-suite executives who are driving positive change in the industry. - Tangible results and measurable impact. We want to see hard data showcasing achievements such as revenue growth, increased deal closure rates, enhanced lead generation, improved processes, or successful team empowerment initiatives. - Peer recognition and endorsements. Compelling testimonials from colleagues that highlight the nominee's outstanding qualities and contributions will significantly strengthen their candidacy. - Unique qualities or achievements that set the nominee apart from their peers and demonstrate their exceptional value to the field of marketing. We encourage you to provide comprehensive details that paint a vivid picture of why you or your nominee deserves this recognition. The more compelling evidence you can provide, the stronger the application will be. --- ## Community Awards – Terms & FAQs #### What makes a strong nomination? Nominations with clear, data-driven reasoning and concrete examples are more likely to stand out. #### Does length matter? Quality matters more than word count. A concise, well-evidenced nomination is more effective than a long one. #### How are nominations judged? Our internal panel of experts carefully reviews every submission. They take a fair, balanced, and comprehensive look at all entries before deciding on a shortlist and winners. #### Can I nominate more than once? Yes! You may submit multiple nominations if you’d like to highlight different work, or encourage colleagues and peers to support your nomination. #### Who can submit a nomination? The short answer is, well - anyone! You can either self-nominate or have someone else to nominate you/your team. #### What happens after I submit? Once nominations close you’ll get a confirmation confirming we’re received your nomination. After the close date, our judging panel will review submissions, publish the shortlist, and announce the overall winners during the awards live broadcast listed above. #### Is there a deadline? Yes, ensure you are submitting your nomination between the dates listed above. Late nominations will not be considered. ### How AI is reshaping B2B marketing teams and strategy URL: https://www.cmoalliance.com/how-ai-is-reshaping-b2b-marketing-teams-and-strategy/ Last updated: 2025-10-02T12:00:54.000Z ***Note: This article comes from*** [***Archana's episode on CMO Convo.***](https://www.cmoalliance.com/the-new-shape-of-marketing-how-ai-empowers-specialists-video/) The conversation around AI in marketing has shifted dramatically. We've moved beyond simple automation and predictive analytics to embrace generative AI and agentic AI capabilities. These technologies are changing how we approach everything from customer research to content creation. But what does the [future of AI in marketing](https://www.cmoalliance.com/tag/ai/) truly look like? In this article, I want to unpack the different ways [AI is weaving itself into our go-to-market strategies](https://www.cmoalliance.com/ai-and-the-future-of-gtm-strategy-critical-skills-for-leaders-video/). We'll move beyond the surface-level applications of generative AI to explore its potential in strategic marketing functions like customer research and persona development. We'll also discuss how to prepare your team for this change and what skills will be most critical for marketers to succeed. ## **The evolution of AI in marketing** My journey with artificial intelligence began during my computer engineering studies, where I worked on projects involving neural networks. The AI landscape has transformed dramatically since then. For the past 10-15 years, we've had automation, predictive analytics, and prescriptive analytics as standard **marketing tools**. What's different now and what’s really changing the game is something called "agentic AI". This is a combination of generative AI and the automation that has already existed. It's where we'll see significant gains in efficiency and a restructuring of marketing organizations to function better. ## **AI as an enabler across the marketing spectrum** Many marketers view AI primarily as a tool for operational tasks like content creation, creative development, and similar activities. However, in my experience, AI works best for derivative assets, not core ones. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/09/data-src-image-ebfbbaa2-8569-4967-8365-bdd77eaef61f.png) Meaning, core assets should still come from a human. Relying on AI alone can make the content feel inauthentic or misaligned with the brand's message. Thinking of AI solely for content creation is really just scratching the surface. The core messaging and strategic assets still require human insight and creativity. **AI tools** work best when augmenting human expertise rather than replacing it. An AI-generated core asset often lacks authenticity and may miss the mark on conveying the right message to your audience. The real transformation lies in applying AI to strategic marketing functions. Customer personas, market research, and ideal customer profile (ICP) development have traditionally been resource-intensive activities that many organizations skip due to bandwidth constraints. # **The strategic power of AI** The strategic application of AI in marketing represents the most significant opportunity for the next three to five years. Traditional customer research is expensive, time-consuming, and often gets deprioritized due to resource constraints. This is where AI's true value emerges. [Smart market research for B2B growthIn this episode, John Brezinsky breaks down when and how to conduct market research that drives real business decisions in B2B. From aligning stakeholders to leveraging AI, he shares practical frameworks and signals every marketing leader should watch for.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--297.png)CMO AllianceCecilia Toro![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Convo_Podcast_Youtube_Thumbnail_--6---1-.png)](https://www.cmoalliance.com/ai-and-the-future-of-b2b-market-research-video/) By creating cluster ICPs that evolve based on behavioral data, engagement patterns, industry trends, and demographic information, we can build self-learning models that continuously improve our understanding of customers. Several tools already offer these capabilities, but the key lies in training them on your organization's specific data: your sales pipeline, customer behaviors, and unique market position. This customization transforms generic AI capabilities into powerful, organization-specific insights. Here are two areas where I’ve noticed AI’s impact. ## **A new approach to Product Marketing** Product marketing is one area that can benefit immensely from AI. Too often, product teams become insulated, focusing on features they believe are important while losing touch with actual customer needs. But product marketers are constantly talking to customers and gathering industry insights. This can be a very manual process, however. So by leveraging AI, you can analyze a wealth of unstructured data. Imagine training a model on call transcripts from your sales team and customer success chats. This gives you a continuous stream of knowledge about what customers actually need without the resource burden of scheduling interviews or conducting surveys. By training large language models (LLMs) on your company's interaction data, you can query them for insights: "Based on all this data, what are the top 10 challenges our customers face?" This approach shifts product messaging from feature-focused to problem-focused, emphasizing why customers should care about your solutions. ## **Automating** [**marketing operations**](https://www.cmoalliance.com/tag/marops/) Another significant area for AI is marketing operations. In B2B, clean data has always been a challenge. Data can be incomplete, messy, or require massive cleanup projects every few years. AI can automate these tasks, ensuring that the data we use is purpose-built and reliable. # **Building your organization's AI foundation** Creating a company-specific AI capability involves more than just adopting generic tools. Whether through custom GPTs, retrieval-augmented generation (RAG) models, or platforms like Gong, the goal is transforming unstructured information into actionable insights. The focus should be on leveraging your unique value proposition, market positioning, and accumulated knowledge to create AI systems that understand and amplify your specific strengths. ## **Preparing your team for AI adoption** The signals that an organization is ready for AI adoption vary. A **mature** organization needs to have a solid foundation: clean data, a robust martech stack, and a clear understanding of their pain points. The most critical factor is having a team with a mindset for change. You need to take people on this journey with you. For a **startup**, it's often easier. They're starting with new tools and processes, making them more "AI-native" from the ground up. It’s not surprising to see a small, four-person startup leveraging AI to scale to millions in revenue. [AI, LinkedIn & Personal Branding for Marketing LeadersThis article dives into the intersection of AI, personal branding, and marketing leadership, focusing on how to stay authentic and relevant as AI tools transform the industry.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--298.png)CMO AllianceTomer Zuker![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--1--1.png)](https://www.cmoalliance.com/authenticity-and-organizational-change-in-the-age-of-ai/) ## **Creating alignment for AI success** I've seen many projects fail when teams work in a silo without involving all stakeholders. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/09/data-src-image-dcaf667b-1ff8-4ba3-844a-c4788d7500cd.png) And successful AI adoption requires alignment across product marketing, brand teams, business strategy, revenue operations, and sales. Business success depends on collaboration, and AI amplifies this need. If knowledge becomes commoditized through AI, execution becomes the key differentiator. Strong execution requires bringing people together around shared goals and understanding. Here's how to create the right alignment: - **Give everyone a voice.** Make sure stakeholders from teams like product marketing, sales, and RevOps understand where the project is going and have a say in identifying key use cases. - **Identify impactful use cases.** Focus on projects that solve an existing bottleneck or can have a significant business impact. Prioritize based on a time-versus-effort analysis to find the biggest gains. - **Start small and iterate.** For larger projects that might take six to nine months, use a crawl-walk-run approach. Start with smaller, iterative pilots to prove the concept and show quick wins while you work on the larger change management piece. I recommend creating a visual framework plotting time versus effort against potential gains. This helps prioritize high-impact projects while also identifying quick wins that can build momentum and demonstrate value. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/09/data-src-image-db4e25b2-2154-4ef6-850b-451295ee6cbb.png) ## **Implementing AI: A “crawl, walk, run” approach** A great model for managing change is to start with small pilots and create core groups. As in, organizations often benefit from starting with smaller, manageable projects while working on larger transformational initiatives. Content creation and video editing might serve as initial use cases, for example, but the journey shouldn't stop there. These "intrapreneurship" groups can test AI solutions and prove that they are purpose-built for your organization's workflow. Once a pilot is successful, you can scale it to larger teams. This approach helps prevent pushback by showing that the solution has already been vetted The key is maintaining momentum toward bigger gains rather than settling for quick efficiencies. Small wins build confidence and expertise, preparing teams for more ambitious AI applications. ## **Critical lessons from AI implementation** Through multiple AI implementations, I've learned that **AI marketing tools** still require human oversight. Any customer-facing application that could impact trust needs human review, a model known as "human in the loop" (HITL). AI can hallucinate and make mistakes. Even with significant advances, these issues persist. Whether dealing with content, creative assets, or data analysis, human expertise remains essential for quality control and strategic direction. Equally important is bringing your team along on the AI journey. Success requires articulating how AI translates into meaningful gains for the organization and securing leadership buy-in through clear communication of benefits and outcomes. [AI for Marketing Leaders eBookDiscover how leading CMOs are pursuing the safe and effective implementation of AI in their marketing operations.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--299.png)CMO AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_AI_Marketing_Leaders_eBook__Blog--1--6.png)](https://www.cmoalliance.com/ai-marketing-leaders-ebook/) # **The future of marketing** There's a misconception that AI will enable generalists to do everything. But I've found that AI's maximum impact is for specialists because they know what "good" looks like. AI should be used to *augment* a specialist, not replace them. For example, a paid media specialist using AI can dramatically improve campaign performance. A generalist attempting to use AI for paid media lacks the foundational expertise to maximize the technology's potential. Academic research across multiple fields confirms that specialists see greater gains from AI than generalists. This is a mindset shift we all need to embrace. If knowledge is no longer the key differentiator, then execution becomes everything. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/09/data-src-image-23f29a4e-76cc-4438-91d2-4512a4618150.png) The proliferation of AI has paradoxically increased the importance of soft skills. As AI handles more analytical and operational tasks, human abilities like communication, stakeholder alignment, and vision-casting become even more critical. ## **What are the skills for the AI era?** While a domain-specific background is still important, emotional intelligence (EQ) is critical. AI might just be supplementing our IQ, but our EQ becomes the most valuable asset. Naturally, this shift demands new skills from marketers: ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/09/data-src-image-f74ea857-fff0-4cba-9a05-0fee09aca987.png) **Emotional intelligence (EQ)** becomes paramount. The ability to understand, influence, and collaborate with others grows more important as technical tasks become automated. **A growth mindset** is essential. This pace of change requires continuous learning and adaptation. My personal approach involves constant learning, whether that’s reading books, exploring new tools, and testing emerging technologies, even when they fall outside my immediate responsibilities. **Curiosity** drives innovation and keeps professionals relevant. Despite the overwhelming amount of information available, maintaining genuine curiosity about new possibilities and applications remains crucial. ## **Looking ahead, and some final thoughts** The AI landscape we’re currently living in will look dramatically different in two years. Staying relevant requires openness to new use cases, continuous learning, and a willingness to evolve alongside the technology. Keep learning, keep growing, and maintain an experimental mindset. Be open to different AI applications and prepare for a future that may look very different from today's reality. The organizations and individuals who thrive will be those who view AI not as a threat or a magic solution, but as a powerful tool for augmenting human capabilities and creating new possibilities. ### How AI is rewriting the rules of search [Video] URL: https://www.cmoalliance.com/how-ai-is-rewriting-the-rules-of-search-video/ Last updated: 2025-10-02T12:43:57.000Z --- --- ### Leadership skills you should develop to enter the C-suite URL: https://www.cmoalliance.com/leadership-skills-you-should-develop-to-enter-the-c-suite/ Last updated: 2025-09-30T15:24:52.000Z For high-performing marketing leaders, hitting growth targets and running successful campaigns is often not enough to secure a seat in the C-suite. The leap from VP or Director to CMO requires **enterprise influence, strategic vision, and leadership that transcends marketing metrics**. This article explores the advanced skills you need to develop, with practical insights and exercises tailored for senior marketing leaders. ## 1\. Enterprise-level strategic thinking Moving from marketing leader to CMO, you must start **seeing the business as a whole and influencing it accordingly**. Many high-performing marketing directors excel in their teams, but fail to demonstrate how marketing decisions drive enterprise outcomes. A VP of Marketing might obsess over [conversion rates](https://www.cmoalliance.com/user-intent-the-true-secret-to-amazing-conversion-rates/), [engagement](https://www.cmoalliance.com/putting-people-at-the-heart-of-your-brand-story/), or [campaign ROI](https://www.cmoalliance.com/marketing-campaign-planning-template-framework-2/). A CMO must translate those metrics into **boardroom language**: [revenue impact](https://www.cmoalliance.com/ai-in-marketing-strategy-trust-revenue-impact-video/), [customer lifetime value](https://www.cmoalliance.com/how-to-calculate-and-increase-customer-lifetime-value-clv/), [market positioning](https://www.cmoalliance.com/product-positioning-template-framework/), and [competitive advantage](https://www.cmoalliance.com/turning-marops-planning-into-your-competitive-advantage/). For example, instead of presenting a campaign report showing 20% engagement growth, frame it as: > *"This campaign is projected to increase customer retention by 5%, translating to $3M incremental revenue over the next 12 months and strengthening our position in a key market segment."* **Here are some practical exercises to start to nurture this skill in enterprise thinking:** - **Strategic mapping:** Pick one upcoming initiative and map its impact across all functions (operations, product, finance, customer success), not just marketing. - **Cross-functional shadowing:** Spend a day with a finance or product leader each quarter to understand their priorities and pain points. - **Scenario planning:** Model multiple business outcomes based on marketing decisions. Ask yourself: *If this campaign fails, what are the enterprise implications? If it exceeds expectations, what strategic opportunities open up?* CEOs notice leaders who think in enterprise terms. [In a McKinsey study of top-performing CMOs](https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-cmos-comeback-aligning-the-c-suite-to-drive-customer-centric-growth), only half of the surveyed believe that marketing executives are involved in the strategic-planning process. McKinsey stated, “This limits CMOs’ impact on broader business goals and obfuscates the connection between marketing activities and company objectives.” ❓ Ask yourself: “If I were sitting at the board table tomorrow, could I justify my marketing strategy in terms of shareholder value?” If the answer is no, that’s your development area. ## 2\. Financial fluency and business acumen One of the fastest ways to gain (or lose!) credibility in the C-suite is how you talk numbers. You don't need to be a CFO, but you *do* need to tie marketing investments directly to P&L outcomes, run scenario planning that demonstrates trade-offs, and practice financial storytelling that translates complex ROI models into simple cause-and-effect narratives. Start by showing how marketing programs drive tangible business results. Here’s an example: > When pitching a new marketing technology platform, a VP may highlight adoption rates and user engagement. A CMO frames it as: *“This investment is expected to reduce churn by 4%, generate $2.5M additional revenue next year, and free up $500K in operational costs through automation.”* When proposing budget shifts from brand to demand generation, quantify the EBITDA implications. This is the language executives understand. A framework that you can use to help you with this is the ROI triad (Investment, Impact, and Outcome). Here, you break down marketing initiatives with: 1. **Investment**: Budget required and resource allocation 2. **Impact**: Revenue growth, retention, or brand value gains 3. **Outcome**: Measurable contribution to overall company metrics (EBITDA, net margin, market share) To build this financial fluency, you can: - Model multiple scenarios before recommending major spending decisions. - Present trade-offs in executive-friendly language that focuses on business outcomes, not marketing jargon. - Partner with finance on quarterly P&L reviews – this collaboration builds both credibility and commercial acumen. [Dollars and data: How CMO-CFO collaboration drives growthThe days of marketing vs. finance are over. Explore how leading companies are turning this unlikely alliance into their secret weapon for growth.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--303.png)CMO AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/How-CMO-CFO-collaboration-drives-growth-1.png)](https://www.cmoalliance.com/cmo-cfo-collaboration/) ## 3\. Influence without authority Your ability to influence peers across functions is one of the clearest markers of C-suite readiness. Marketing leaders rarely "own" sales, product, or service, but success depends on alignment with all three. Effective influence starts with stakeholder mapping: identify champions and skeptics before launching major initiatives. Recognize that influence styles vary; some leaders respond to data, others to narrative, and still others to external benchmarks. Adapt accordingly. Often, the most powerful role a CMO can play is as a neutral facilitator, serving as the bridge-builder between siloed functions. Before presenting any initiative to the C-suite, pressure-test it against three questions: 1. What problem does this solve for the business, not just marketing? 2. What trade-offs will this require of other functions? 3. How does this align with the CEO’s top three priorities? If you can't answer these clearly, you're not ready to present. **Here’s a framework you can use to ensure you master the five influence levers that move executives:** 1. [**Data**](https://www.cmoalliance.com/from-data-to-action-the-cmo-playbook/) **and evidence:** Numbers matter to rational decision-makers 2. [**Storytelling**](https://www.cmoalliance.com/story-masters-2-the-structure-of-great-brand-stories/)**:** Narratives connect with emotional drivers 3. **Peer champions:** Allies amplify your [message](https://www.cmoalliance.com/more-than-just-talking-messaging-and-positioning/) 4. **Reciprocity:** Offer support to others before asking 5. **Visibility:** Share progress and wins in executive channels In practice, this means identifying the top three stakeholders for each cross-functional initiative and tailoring your approach to their priorities. Sales cares about pipeline. Product cares about adoption. The CFO cares about ROI. Use quick wins to build [credibility](https://www.cmoalliance.com/building-credibility-through-affiliate-marketing-with-emmet-gibney-video/) before tackling bigger alignment challenges. ## 4\. Change and transformation leadership Marketing leaders often underestimate how much of their job at the top involves guiding the company through disruption. At the C-suite level, you must lead through ambiguity, setting clear direction even when data is incomplete. You must build resilience in your teams by practicing failure post-mortems that celebrate learning, not just outcomes. And you must master change storytelling, framing transformations not as threats like "digital overhaul," but as opportunities for modernization and growth. Consider an initiative that has stalled due to organizational resistance. What could you do differently to communicate vision more clearly, equip teams with the skills and resources to succeed, and celebrate early wins to maintain momentum? These aren't rhetorical questions but diagnostic tools for building your change leadership capability. The 4C Change Model provides a practical structure: - Clarity to define vision and objectives, - Communication to keep teams informed and engaged, - Capability to equip people with the skills and resources they need, and - Celebration to recognize small wins that sustain momentum. And don’t forget that these elements work in concert, not in isolation. Make sure to develop this skill systematically. For example, take ownership of small transformation projects before leading enterprise-wide initiatives, document lessons learned to demonstrate your ability to iterate and scale change, or build internal case studies that showcase measurable impact. These experiences become your credibility currency when larger transformation opportunities arise. ## 5\. Talent magnetism and culture shaping The strongest CMOs develop leaders and shape [culture](https://www.cmoalliance.com/align-your-company-culture-with-your-brand-with-noel-hamill-video/). In the C-suite, your influence is measured by the leaders you leave behind. Consider the CMO who mentors high-potential talent across the organization, sponsoring them for visibility in cross-functional projects. When that CMO moves on, the team continues to deliver impact. This is leadership that scales. [How to create a culture for marketing creativityIn this article, I’ll share insights into creating a culture that balances creativity with operational excellence, and how this approach leads to sustained business growth and team development.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--304.png)CMO AllianceBob Sherwin![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/creative-culture-image.png)](https://www.cmoalliance.com/cultural-flexibility-for-marketing-creativity/) To achieve this, shift from being the smartest person in the room to building the smartest *team* in the company. Create a risk-tolerant culture that encourages test-and-learn mindsets through small-scale experiments. And actively sponsor talent, push your high-potential leaders into cross-functional projects that raise their profile beyond marketing. The 3-T Talent Approach provides a roadmap: - Identify high-potential leaders early, - Develop them through coaching and high-impact stretch assignments, and - Advocate for them by creating [cross-functional](https://www.cmoalliance.com/a-blueprint-for-cross-functional-team-leadership/) visibility opportunities. This systematic approach ensures talent development becomes embedded in how you lead, not an afterthought. It’s also important to make this tangible through regular practice in your current role. You can do this by: - Holding quarterly one-on-ones with rising stars to discuss career goals, not just project updates. - Encouraging calculated risk-taking and documenting learning outcomes to normalize experimentation. - Celebrating diverse perspectives and successes publicly to reinforce the culture you're building. ## C-suite readiness checklist (for VPs/Directors) ✅ Can you explain marketing ROI in CFO/CEO language? ✅ Have you led at least one cross-functional strategic initiative? ✅ Can you influence peers without direct authority? ✅ Have you participated in transformation or change leadership projects? ✅ Are you actively mentoring high-potential talent? ✅ Can you communicate how marketing drives enterprise growth, not just campaigns? ## Final thoughts To move from *marketing leader* to *enterprise leader*, you must broaden your scope. Your journey to the C-suite won’t be defined by the brilliance of your campaigns, but by your ability to: - Frame marketing as enterprise strategy. - Speak fluently in financial terms. - Influence peers without authority. - Lead transformation with conviction. - Build a culture that scales. If you’re serious about **how to reach the C-suite**, start now. These are not skills you pick up after the promotion. They’re the very capabilities that get you there. --- #### ****FAQ: Leadership skills for entering the C-suite** ****What leadership skills are needed to become a CMO?** Beyond marketing expertise, aspiring CMOs need enterprise-level strategic thinking, financial fluency, influence without authority, transformation leadership, and talent development skills. These skills demonstrate readiness to contribute to the company’s overall strategy, not just marketing outcomes. ****How can marketing leaders develop leadership skills for the C-suite?** Focus on areas that expand your scope beyond your function: participate in cross-functional projects, take executive finance or strategy courses, practice influencing peers, and lead transformation initiatives. Mentorship from current CMOs or board members can also accelerate growth. ****What is the difference between marketing leadership skills and general leadership skills?** Marketing leadership skills often emphasize brand strategy, customer insight, and campaign execution. General leadership skills, by contrast, include enterprise strategy, financial literacy, change management, and cross-functional influence – all essential for C-suite roles. ****How do leadership and development skills impact career progression?** High-level leadership and development skills signal to the board and CEO that you can grow beyond your current role. Executives who demonstrate the ability to develop talent, drive cross-functional alignment, and influence enterprise strategy are more likely to be considered for the C-suite. ****How can VPs or Directors of Marketing prepare for executive leadership roles?** Start by broadening your perspective beyond marketing. Lead initiatives that impact multiple functions, articulate marketing ROI in business terms, cultivate high-potential leaders, and practice influencing peers without direct authority. This positions you as an enterprise-ready leader. ****How do leadership skills in marketing translate to the boardroom?** Marketing leadership skills, such as customer insight and data-driven decision-making, gain credibility at the board level when paired with financial acumen, enterprise vision, and transformation leadership. Together, these skills show you can align marketing with overall business strategy. ****How can I demonstrate readiness for the C-suite as a VP of Marketing?** Document outcomes that show enterprise impact, not just marketing metrics. Lead cross-functional projects, communicate marketing’s role in driving revenue and growth, and actively mentor future leaders. Your track record of influence, vision, and results will make the case for C-suite readiness. ### From blank slate to brand success: Key lessons from building a brand from scratch URL: https://www.cmoalliance.com/key-lessons-from-building-a-brand-from-scratch/ Last updated: 2025-09-26T15:09:16.000Z [Building a brand](https://www.cmoalliance.com/bye-bye-to-boring-b2b-branding/) is a daunting task, especially if you're the first marketer in the room. You find yourself staring at a blank slate, wondering where to even begin. The good news is, you don't need a massive team or a huge budget to succeed. The key is to embrace a mindset of learning, experimenting, and finding your people. In this article, you’ll discover the lessons I learned from stepping into the [CMO role](https://www.cmoalliance.com/startup-cmos-what-do-they-have-in-common/) and building Invisory’s brand from the ground up. From rebranding in a brand-new category, to creating scrappy content that scaled, and building a small but mighty team, I’ll share what worked, what didn’t, and what I learned along the way. ## From zero to CMO I became CMO of Invisory almost by accident. I was working with a consultancy, helping independent software vendors (ISVs) go to market in the Salesforce [ecosystem](https://www.gotomarketalliance.com/cloud-co-selling-a-strategic-approach-to-marketplace-and-ecosystem-success/). Then one day, I got a call; we were being acquired by a company that had built a software platform to help ISVs go to market with Azure, AWS, Google, and Salesforce. Coming from a [product marketing](https://www.productmarketingalliance.com/what-is-product-marketing/) (PMM) background, I was excited. I thought, “Yes! I get to go back to product.” The company that acquired us was only about six months old. There were a couple of sales reps, some product folks, and a consultant who’d leaned heavily on navy blue in our branding. The logo was static, the website sparse. Our tech stack? Salesforce and SalesLoft. I asked, “Who are you marketing to? Who are you talking to?” The answer: “We’ve got a list, and we’re on LinkedIn.” Clearly, there was a lot of work to do – and I was excited to dive in. ## The first six months: Learning and laying the foundation My first six months at Invisory were about getting my bearings. I hadn’t created a product I was already passionate about; instead, I had to learn what this company actually did and build my passion as I went. We were in a super [new category](https://www.productmarketingalliance.com/a-case-study-a-pmms-journey-in-launching-a-new-category/) – so new that it didn’t even have a name until last year, when G2 started calling it *cloud GTM platforms*. That meant we were trying to define a space while also competing against an established player who’d been around for six or seven years – plus, we had a scrappy, well-funded startup hot on our heels. To survive, we needed to [understand our space and our competitors](https://www.cmoalliance.com/competitor-analysis-for-digital-marketing/) *quickly*. ## Rebranding to make an impression One of the first things we tackled was a [rebrand](https://www.cmoalliance.com/rebranding-gone-right-how-to-retain-legacy-customers-while-attracting-new-ones/). The all-navy look wasn’t helping us stand out, and the capital V in our logo often tripped people up. Our name is Invisory (rhymes with “advisory”), but that V sometimes led to “in-visory,” which sounded a little too close to “misery” – not exactly the association we wanted! [![Image showing the old Invisory logo alongside the new one](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/09/data-src-image-33ad57b1-9a17-428a-b481-d27fc755a4b2.png)](https://www.cmoalliance.com/key-lessons-from-building-a-brand-from-scratch) So, we rebranded. That meant replatforming, redesigning, reimagining, and remessaging all at once. ## Defining our North Star As we worked through the rebrand, I quickly realized that everyone in our space was focused on the technical side – things like APIs, integrations, and the engineering work needed to get listed on marketplaces. What nobody was talking about was what happens *after* you’re listed. How do you go to market? How do you stand out to giants like Google or Salesforce as a smaller company? There was our opportunity. Instead of leaning on features, functions, and the “speeds and feeds,” we wanted our [messaging](https://www.cmoalliance.com/more-than-just-talking-messaging-and-positioning/) to focus on the real struggles this audience was facing. The challenge of getting listed was just step one. The bigger challenge – and the one we wanted to solve – was helping them succeed once they were there. That idea – moving companies from listing to lasting success – became our North Star. ## Building the messaging playbook To bring that North Star to life, I created what I called a hookbook – a messaging playbook that captured our story and how to tell it. At this point, it’s probably 120 slides deep. It covers everything from our elevator pitch to our “Uber ride” pitch – basically, how to explain what we do in five minutes, ten minutes, or less. It also defined our ICP, our personas, what they cared about, what they struggled with, and how to talk to them across industries. This playbook became the foundation for how we built our audience. [Product messaging framework | Free PDF downloadOur messaging template helps product marketers create clear, consistent, and compelling messages for their products or services.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--302.png)CMO AllianceRichard King![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/24.png)](https://www.cmoalliance.com/product-messaging-framework-template/) ## Finding better ways to reach our audience Remember when I said our tech stack was just Salesforce and SalesLoft? Notice what’s missing: marketing automation. I asked how we were planning to actually talk to people, and learned that the plan was to simply buy a list of prospects and start sending emails. My reaction? Absolutely not. That’s not how we were going to build this brand. Instead, we needed to position ourselves as the helpful guide. That meant offering tips, tricks, and practical guidance – showing people how to succeed in cloud marketplaces before they even came to us as prospects. Our new mantra: be helpful first. ## Our content strategy _This post is for paying subscribers only._ ### 10 steps to implement your very own thought leadership strategy URL: https://www.cmoalliance.com/10-steps-to-implement-your-very-own-thought-leadership-strategy/ Last updated: 2025-09-26T14:59:00.000Z > *“Thought leadership delivers an ROI of 156%, which is 16 times more effective than typical marketing approaches.” –* [***The ROI of Thought Leadership***](https://www.amazon.com/ROI-Thought-Leadership-Calculating-Organizations/dp/1394308914)***, by Cindy Anderson and Anthony Marshall*** ## **1\. Start with your ‘why’** Thought leadership only works when it’s intentional, meaning you need to know exactly why you're doing it. Maybe you want to elevate your [personal brand](https://www.cmoalliance.com/personal-branding-how-to-overcome-the-fear-and-embrace-the-journey/) so your voice carries beyond the boardroom, or perhaps you’d like to put your company on the map in a crowded market. Or maybe you’ve been operating behind the scenes for too long, and now it’s time to share what you’ve learned. Whatever your reason, be honest about it. When your strategy has a purpose, your [content](https://www.cmoalliance.com/content-driven-advertising/) is more focused, and your audience can feel the intention behind it. A quick way to test this is to try writing a one-liner that sums up what you want to be known for. If it’s vague or sounds like corporate filler, dig deeper. According to Edelman-LinkedIn research, [52% of decision-makers and 54% of C-suite execs](https://www.edelman.com/sites/g/files/aatuss191/files/2024-02/%5F2024%20Edelman-LinkedIn%20B2B%20Thought%20Leadership%20Impact%20Report%20Final.pdf) spend at least an hour per week consuming thought leadership content. ## **2\. Know what you want to be known for** Being a [thought leader](https://www.cmoalliance.com/the-power-of-b2b-thought-leadership/) isn’t about having opinions on everything, but owning a specific POV on a few relevant topics – ideally, the topics you know better than most people. So, what do you know best? Maybe you’ve scaled three SaaS teams and have strong views on org design, or perhaps you’re navigating the shift from brand-led to [product-led growth](https://www.cmoalliance.com/how-to-build-a-culture-that-values-customer-interaction-in-product-led-growth/) marketing and have lessons to share. Or maybe you’re investing in AI and have something to say about ethics – or even practical [use cases](https://www.cmoalliance.com/tag/our-case-studies/). Also, being “the CMO who talks about go-to-market failures” will land more powerfully than being “the CMO who talks about marketing in general”. And you don’t have to stick to just one thing. Two or three core themes are enough to build consistency without boxing yourself in. ### Scaling thought leadership: Building a corporate program Once you've defined what you want to be known for, it's time to think bigger – how do you scale thought leadership from an individual pursuit to a company-wide initiative? The leap from personal to corporate thought leadership isn't just about more voices; it's about orchestrating a unified, credible presence that reflects your organization's expertise and values. Start by identifying your internal experts. Who in your organization has unique insights, deep experience, or a [compelling story](https://www.cmoalliance.com/story-masters-2-the-structure-of-great-brand-stories/) to tell? These aren't always your senior execs – sometimes your most authentic voices come from unexpected places. Bring these people together and align them around shared [messaging ](https://www.cmoalliance.com/messaging-cheat-sheet-framework/)pillars. This is where executive buy-in is absolutely critical. > As Shuchi Sarkar, CMO, LTIMindtree, puts it: "Establish your [culture](https://www.cmoalliance.com/how-to-build-a-culture-that-values-customer-interaction-in-product-led-growth/) with your leadership team. Make sure that key reports in your team are one with you in terms of what you're driving as a culture." When your leadership is invested, it sets the tone for the entire organization. Next, create a content system that supports consistency and [collaboration](https://www.cmoalliance.com/using-ai-to-foster-collaboration-with-julia-goebel-cmo-at-komodo-health/). Think editorial calendars, shared content repositories, and regular brainstorming sessions. Make it easy for your experts to contribute – whether that's ghostwriting, video interviews, or roundtable discussions. And don't forget to celebrate and recognize contributors. > As Shuchi Sarkar also emphasizes, "Credit everybody, really reward the team, appreciate them, share the credit, make sure that everybody feels that they are...the people getting the credit." Finally, foster [cross-functional collaboration](https://www.cmoalliance.com/a-blueprint-for-cross-functional-team-leadership/). Thought leadership isn't just a marketing play – bring in product, sales, and even customer success to ensure your program reflects the full spectrum of your company's expertise. When everyone sees themselves in the story, your thought leadership becomes truly scalable and sustainable. [The power of B2B thought leadership in marketingJoin me as we explore the nuances of building a credible, influential thought leadership presence in the competitive world of B2B SaaS.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--301.png)CMO AllianceDr. Karthik Nagendra![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/lightbulb-idea-image-1.png)](https://www.cmoalliance.com/the-power-of-b2b-thought-leadership/) ## **3\. Take stock of where you are** Before diving in, do a quick self-audit. What kind of visibility do you already have? Are you posting regularly on [LinkedIn](https://www.linkedin.com/company/cmo-alliance/), or has it been months? Have you spoken at events, been a guest on podcasts, published blogs, or contributed to reports? Chances are, you’re not starting from zero. So, find out where you’ve already made an impact and where the gaps are. Sometimes, the first win is just doubling down on something you’re already doing, but doing it with more consistency and purpose. ## **4\. Find your voice** One of the biggest mistakes CMOs make is sounding like everyone else. It’s easy to play it safe, to use the same phrases, reference the same trends, and hedge every opinion with “it depends.” But that’s not [leadership](https://www.cmoalliance.com/the-art-and-science-of-marketing-leadership-a-story-of-growth-and-bravery/). If you really want to stand out, you need to have a point of view. Something real. Something that might make a few people raise their eyebrows or hit “share.” Think about the things you say behind closed doors, or that you wish someone would say publicly. That’s usually where your best material lives. Don’t be controversial just for the sake of it. But don’t be afraid to challenge conventional thinking, either. People remember the [voices](https://www.cmoalliance.com/why-we-need-to-amplify-diverse-voices-in-marketing/) that make them stop scrolling. [73% of decision-makers](https://www.edelman.com/sites/g/files/aatuss191/files/2024-02/%5F2024%20Edelman-LinkedIn%20B2B%20Thought%20Leadership%20Impact%20Report%20Final.pdf) say that “an organization’s thought-leadership content is a more trustworthy basis for assessing its capabilities and competencies than its marketing materials and product sheets.” ## **5\. Create a system, not a to-do list** You don’t need to publish every day to be a thought leader. But you do need to show up regularly. The easiest way to do that is by creating a system that works with your schedule, not against it. Think about formats you enjoy. If you like writing, stick with [articles or blogs](https://www.cmoalliance.com/content-hub/?filter=articles), but if you’re more comfortable speaking, look at panels, webinars, or interviews. Some of the best thought leaders in the game are only active once or twice a month – but when they show up, they say something that matters. Once you find your rhythm, you can build a light content calendar around it. Maybe you write one long-form post a month, share two shorter ones on LinkedIn, and aim for one speaking opportunity per quarter. And if you’ve got a team or freelancer support, use it. Your voice should be front and center, but you don’t need to do all the legwork yourself. ## **6\. Repurpose everything** Here’s the good news: you don’t need to come up with new ideas every week. In fact, most strong personal brands are built on just a few ideas said over and over in different ways. If you write a strong blog post, turn it into a LinkedIn carousel or [video](https://www.youtube.com/@CMOAlliance/videos). If you give a great presentation, record a short video summary and share the slides. If you get interviewed on a [podcast](https://www.cmoalliance.com/cmo-convo-podcast/), pull out a few quotes and turn them into visuals. There are many different things you can do to make the most of your content. [5 strategies to beat social and AI at their own gameDiscover 5 strategies to maintain your search visibility as social media platforms and AI revolutionize the traditional search landscape.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--158.png)CMO AllianceAntonia Maneta![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/5-strategies-to-beat-social-and-AI-1-1.png)](https://www.cmoalliance.com/5-strategies-to-beat-social-and-ai-at-their-own-game-2/) ## **7\. Get smarter about distribution** Creating great content is only half the battle. If no one sees it, it doesn’t matter. That’s why you need a distribution plan. Share content natively on LinkedIn, mention people, join relevant comment threads, share your thoughts in [Slack](https://www.cmoalliance.com/join-the-community/) groups, private communities, or [newsletters](https://www.cmoalliance.com/subscribe-to-cmo-insider/) where your peers are paying attention. Also, look for ways to borrow existing audiences. That could mean guesting on someone else’s podcast, co-writing a piece with another exec, or speaking at niche events where your target audience hangs out. The idea isn’t to go viral, but to consistently show up in places where your voice can have an impact. ### Crafting a modern thought leadership distribution strategy Creating standout thought leadership content is only half the equation – the other half is getting it in front of the right people, consistently. So, what does a smart distribution strategy look like today? It’s about meeting your audience where they already are and leveraging every layer of your organization to amplify your message. Start with social media, but don’t stop there. > As Nicholas Spiro, Chief Commercial Officer at Viral Nation, explains: "Social being the first thing you think about operationalizing, when you launch a new product, when you have a new moment." LinkedIn remains the go-to for B2B, but don’t overlook podcasts, newsletters, industry Slack groups, and niche communities. Each channel has its own rhythm and etiquette – tailor your message accordingly. Now, here’s where it gets interesting: employee advocacy. > According to a recent session on [video marketing](https://www.cmoalliance.com/your-guide-to-b2b-video-marketing/) trends, "posts that are shared by employees of a brand get eight times more engagement on average than posts that are shared by the brand itself." That’s not just a nice-to-have – that’s a multiplier effect. Encourage leaders, subject matter experts, and frontline employees to share and comment on your content. Equip them with ready-to-use snippets, visuals, or talking points to make it easy. Want a real-world example? One SaaS company rolled out a three-tier advocacy approach: leadership published original insights, experts hosted [webinars](https://www.cmoalliance.com/webinar-strategy-template-framework/) and Q&As, and employees shared personal takes on company themes. The result? Their reach and engagement doubled within a quarter, and they started seeing their ideas referenced in industry conversations they weren’t even part of. The bottom line: distribution isn’t about going viral – it’s about showing up, everywhere your audience pays attention, again and again. ## **8\. Look beyond “likes”** It's tempting to focus on surface metrics such as likes, comments, and impressions, but what really matters is influence. Are people referencing your ideas in meetings or on calls? Are you getting invited to speak or contribute to strategic conversations? Are candidates, partners, or press reaching out because they saw something you posted? These are the signals that tell you your thought leadership is working. So, keep an eye on them and use that feedback to double down on what’s resonating. ### How to measure the ROI of thought leadership Let’s be honest: proving the ROI of thought leadership can feel like chasing shadows. You know it’s working when the right doors open, but how do you show that on a dashboard? The answer: blend qualitative signals with hard metrics, and, crucially, align on what matters with your executive team from the start. > According to Guy Yalif, Chief Evangelist at Webflow, "So this alignment on metrics, I think it's key to getting the CEO, CFO and board on board." Start by defining what success looks like for your business. Is it brand lift? Pipeline acceleration? Executive visibility? Pick a handful of metrics everyone agrees will signal progress. Here are some practical ways to track impact: **• Brand lift:** Use surveys or third-party brand studies to measure changes in awareness, perception, or share of voice before and after campaigns. **•** [**Lead generation**](https://www.cmoalliance.com/what-is-lead-generation-in-marketing-a-guide/)**:** Track inbound leads, demo requests, or downloads directly attributed to thought leadership content (UTM links help here). **• Sales influence:** Monitor whether your content is referenced in sales conversations or cited by prospects during the buying process. **• Executive invitations:** Count speaking requests, media interviews, or partnership opportunities that arise from your thought leadership. **• Talent attraction:** Note increases in high-quality job applicants referencing your content or brand reputation. Attribution isn’t always straightforward.mSometimes, it’s about connecting the dots between content, conversations, and outcomes. > As Guy Yalif also advises, "Pick some metrics that you can align on and say, hey, if we do that, this was a good investment." Don’t be afraid to supplement numbers with qualitative feedback: screenshots of influential mentions, testimonials from partners, or stories of unexpected opportunities. The best ROI stories combine data and narrative because, in the end, influence is as much about resonance as reach. ## **9\. Don’t ghost your audience** This is the part where most people give up. They post a few times, don’t get much [engagement](https://www.cmoalliance.com/putting-people-at-the-heart-of-your-brand-story/), and disappear. But thought leadership isn’t built in bursts. It’s built through consistency. The people who eventually break through are the ones who kept showing up, even when it felt like no one was listening. Treat it like a campaign: - Set [goals](https://www.cmoalliance.com/finding-balance-as-a-marketing-leader-between-short-and-long-term-goals/), - Schedule time for it, - And keep your momentum up, even if the first few months feel slow. If it helps, think of your content like building a reputation. [Why the first ten seconds matter on InstagramIt only takes a few seconds to make a real impact with Instagram Stories. Use these tips to create your own captivating Instagram Story hook and get your audience coming back for more.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--160.png)CMO AllianceTorrey Tayenaka![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/the-first-10-seconds-matter.png)](https://www.cmoalliance.com/why-the-first-ten-seconds-matter-on-instagram/) ## **10\. Stay curious** Finally, the best thought leaders aren’t just smart, they’re also curious. You must be aware of your industry, read, listen, and ask good questions. Don’t be afraid to update your opinions and thoughts when the world changes. In addition, make sure to listen to the rising voices in your space and follow people outside your immediate circle. You’ll want to explore what's happening in [product](https://www.cmoalliance.com/which-comes-first-the-brand-or-the-product/), engineering, design, and operations, too. This is because staying curious keeps your ideas fresh and your perspective grounded in reality. ## **In short** You don’t need to be famous, loud, or constantly posting to become a thought leader. You just need to show up with purpose, have something real to say, and commit to saying it consistently. Do that and, over time, your voice will shape marketing (and the [CMO role](https://www.cmoalliance.com/startup-cmos-what-do-they-have-in-common/)). --- *Join our* [*Slack community*](https://www.cmoalliance.com/join-the-community/) *to get access to top CMOs all over the world, ask your most pressing questions, get inspired by success stories, and so much more.* [Community | CMO AllianceReady to connect with CMOs and top-level marketing executives all over the world? Join our community for an exclusive space for CMOs to network, share experiences and insights, and seek advice directly from other CMOs.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--161.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Meta_Image_Template-2-10.png)](https://www.cmoalliance.com/join-the-community/) ### The case for creative B2B [Video] URL: https://www.cmoalliance.com/the-case-for-creative-b2b-video/ Last updated: 2025-09-24T16:22:49.000Z --- --- ### How to maintain creative control without alienating influencers URL: https://www.cmoalliance.com/how-to-maintain-creative-control-without-alienating-influencers/ Last updated: 2025-09-24T12:00:14.000Z Every CMO knows the dilemma: how do you keep campaigns sharp, on-brand, and effective without muting the very authenticity that makes [influencer marketing](https://www.cmoalliance.com/evolving-influencer-marketing/) work? Lean too hard on control, and you get polished posts that fall flat. Give too much freedom, and your message gets lost in translation. This article unpacks how to strike the right balance. We’ll explore why respecting creator voices drives ROI, the pitfalls to avoid when overstepping, and proven strategies for setting guardrails that empower rather than restrict. The goal? Building [influencer partnerships](https://www.cmoalliance.com/5-examples-of-successful-influencer-programs/) that elevate both brand equity and audience trust. Let’s dive in. ## The value of balanced partnerships [Influencer partnerships](https://www.cmoalliance.com/influencer-marketing-the-perfect-combination-of-brand-and-performance/) are a performance channel. When brands and creators strike the right balance, campaigns not only meet business goals but also resonate with audiences through an authentic voice. Campaigns that feel genuine drive engagement. Audiences tune out when content feels staged, so they are more likely to respond to influencers who speak their language. [Industry reports](https://influencermarketinghub.com/influencer-marketing-benchmark-report/) show that over **80%** of marketers believe influencer marketing is a highly effective strategy. That is why getting the relationship right matters – it’s the foundation of building a high return on investment (ROI). While micromanaging creatives may keep every line on-brand, it often kills the spontaneity that makes influencer content persuasive. A respectful, collaborative partnership also builds long-term advocacy. Treat the experts as equal partners, trust their audience expertise, and you will get work that performs now and keeps delivering value down the line. [How creator marketing can drive ROITanya Alain (Upfluence) shares how influencer marketing is evolving into a performance-driven channel built on trust, strategy, and measurable business impact.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--295.png)CMO AllianceCecilia Toro![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Convo_Podcast_Youtube_Thumbnail_--5---1-.png)](https://www.cmoalliance.com/how-influencer-marketing-can-be-a-revenue-driver-video/) ## The challenges of balancing brand and creator needs Striking the right balance between brand standards and influencer creativity is the goal – but it comes with several challenges: - **Audience fatigue from formulaic content:** Long-term or overly prescriptive campaigns can feel repetitive to audiences. When content looks staged, engagement drops, and the campaign’s impact fades. - **Influencer burnout and quality drops:** Creators often have multiple partnerships and deadlines, so expecting constant, high-quality output for the same brief can lead to lower-quality work and missed deadlines. - **Finding dependable partners:** Creators are not always the right fit for the brand’s aesthetic, so marketers must ensure they work with someone with the same values and target audience. The better the fit, the easier it is to keep that partnership long-term. - **Reputation spillover:** Partnering with someone who later stumbles can ruin the credibility of each side post-campaign. Influencers’ values and opinions may change over time, and they could make a controversial statement that turns the partnership into a liability for the brand. - **Overlapping deals:** When influencers juggle similar brand campaigns, it can confuse followers and create contractual conflicts. [Cultural sensitivity in global influencer campaignsCultural missteps can break a brand. Discover key strategies for running influencer campaigns that resonate across global markets.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--294.png)CMO AllianceEleanor Hecks![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Navigating-cultural-sensitivity-in-global-influencer-campaigns-1.png)](https://www.cmoalliance.com/navigating-cultural-sensitivity-in-global-influencer-campaigns/) ## Strategies for maintaining healthy collaboration Valuable long-term influencer partnerships don’t happen by chance – they come from a repeatable process that balances control with creative freedom. The strategies below will help you brief, approve, and measure work in a way that protects your brand while amplifying creator voices. ### 1\. Establish clear guidelines with room for creative freedom Defining clear guidelines with room to create is a great way to remove the guesswork while protecting what your brand stands for. This gives influencers a clear path to understanding the nonnegotiables, guiding them to make the right choices that keep the campaign on point. At the same time, explicitly leaving space for their voice prevents content from feeling staged. Creators who know the boundaries but own the execution produce more natural work that meets the audience and brand needs. To put this into practice, you must start with the essentials – a one-line campaign goal and a single-sentence core message that anchors everything. Spell out the must-haves and must-nots, then describe the tone with brief do-and-don’t examples. Afterward, call out the specific areas creators can adapt, such as copy, pacing, framing, and which product features to highlight. These will help them know where creative freedom begins. Finally, you can make the logistics work for both sides by being explicit about deliverables, specs, review timing, usage rights, and more. Clear logistics cut down on revisions and speed approvals while preserving authenticity. [How to create an influencer media kit that seals the dealExplore five major tips that can help you start securing brand partnerships.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--293.png)CMO AllianceTaher Batterywala![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Website_Article_Images_Author_Highlight--18-.png)](https://www.cmoalliance.com/influencer-media-kits-that-seal-the-deal/) ### 2\. Foster collaboration through active listening Treat creators like partners from day one. Invite their ideas early, share your audience insights, and truly consider their perspective. [Studies show](https://www.dsgco.com/leadership-tips-for-economic-uncertainty/) that workers who feel heard are **4.6 times** more likely to do their best work, so leaning into two-way conversation is the key to improving creative outcomes. When social media personalities feel listened to, they bring better concepts, smarter hooks, and more confidence to represent your brand authentically. Start with a short kick-off or co-creation session before drafting a full brief. Share goals and guardrails, ask your partner to pitch two or three directions in their voice, and be open to ideas they know will land. This early input will turn single projects into reliable partnerships that protect your brand while keeping creator authenticity front and center. ### 3\. Build long-term partnerships Long-term partnerships are an investment and take a lot of work, but the payoff is worth it. Repeat collaborations drive stronger brand alignment, reduce friction in execution, and result in content that feels natural, credible, and audience-first. Compensation is central to making that happen. Approximately **64%** of creators [value financial incentives](https://www.creatoriq.com/white-papers/influencer-marketing-trends-2024), so fair pay should be one of the top relationship priorities. This means offering predictable retainers or block-booking models where possible and adding creative incentives for standout work. Be explicit about usage fees and repurposing windows so you know when you can reuse content across channels. Finally, continue building a healthy partnership. This includes a mix of regular check-ins, a simple renewal cadence, shared key performance indicators (KPIs), and a lightweight creative brief template you both use. This tactic will help creators feel fairly treated and see a path of ongoing value, giving you campaigns that improve every time. [How retail brands can break the cycle of influencer abuseMarketers can no longer ignore the problem of influencers not getting paid what they’re owed. Let’s examine why the brand-influencer relationship is out of whack and what marketers can do to recalibrate.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--292.png)CMO AllianceMichael Jaconi![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/meta-image--8---1--1.png)](https://www.cmoalliance.com/how-retail-brands-can-break-the-cycle-of-influencer-abuse/) ### 4\. Incorporate feedback loops Feedback loops exist to make approvals predictable and productive. Start by agreeing on the check-in points and clarifying who makes the final call on the brand side. Having one decision-maker prevents mixed messages and helps creators stay focused and move quickly It’s best to keep feedback rounds tight and comments outcome-focused. Limit formal review rounds and ask reviewers to give specific, actionable notes tied to the core message. Think of every campaign as a chance to learn—note what clicked, what fell flat, and carry those insights forward. A short debrief not only speeds up future projects but also helps both sides sharpen their process and deliver content that feels on-brand every time. [Social media guidelines templateYour go-to guide for keeping your brand’s social media on point![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--291.png)CMO AllianceAmelia Wilson![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Social-media-guidelines--1-.png)](https://www.cmoalliance.com/social-media-guidelines-template-framework/) ### 5\. Use contracts to protect both parties Contracts are the best tool for turning creative relationships into more stable, scalable workflows. Roughly **56%** of brands [repurpose creator content](https://www.gobrandverge.com/influencer-marketing-paid-media-a-complete-guide/) across their channels, making clarity on usage rights, durations, and fees essential before a post goes live. At a minimum, a creator contract should name the deliverables, spell out compensation, and define content usage. It should also require clear disclosure of paid relationships per regulator guidance and a callout of who is responsible for compliance with endorsement rules. Negotiate with fairness and flexibility. Offer straightforward reuse fees or tiered pricing for larger license scopes and include a quick-approval Service Level Agreement (SLA) so creators get their checks and sign-offs immediately. This combo protects your brand and removes the legal friction that otherwise poisons long-term collaborations. ## Closing thoughts on balancing control and creativity Finding the right balance between brand control and influencer freedom should be a repeatable process you can build. With clear guardrails, early collaboration, and simple guidance, you protect your brand while giving creators room to shine. Get that balance right, and your campaigns won’t just meet business goals – they’ll resonate with audiences in ways only an authentic voice can. ### What you need to know about building resilient teams amid industry changes URL: https://www.cmoalliance.com/building-resilient-teams/ Last updated: 2025-09-22T12:00:55.000Z In my years of leading marketing and corporate communication teams across diverse geographies, one lesson stands out: resilience is not simply about surviving disruption, but about adapting so seamlessly that disruption becomes an opportunity. Resilient teams are not built overnight. They are the product of clarity in purpose, intentional culture-building, and the ability to translate ambiguity into direction. Too often, companies misinterpret resilience as endurance – “pushing through the storm.” But real resilience is agility with foresight. It’s about anticipating shifts and empowering teams to pivot before the market forces them to. ## The building blocks of team resilience **Shared purpose:** When a team understands not just the “what” but the “why,” they unite around more than tasks – they align with meaning. **Cross-skilling:** In times of disruption, the marketer who understands [data analytics](https://www.cmoalliance.com/how-to-build-a-b2b-marketing-database-from-scratch/), or the engineer who grasps [customer experience](https://www.cmoalliance.com/the-significance-of-customer-experience-in-modern-marketing-a-guide-for-cmos/), becomes indispensable. **Psychological safety:** Innovation cannot thrive in fear. The most resilient teams are those where speaking up is encouraged, and mistakes are framed as learnings. In the West, particularly in U.S. companies, resilience often comes from structured contingency planning – playbooks for every scenario. In the Middle East, I’ve observed resilience rooted in [relationships](https://www.cmoalliance.com/maximizing-your-social-medias-effectiveness/), [adaptability](https://www.cmoalliance.com/adaptability-resilience-and-the-value-of-diverse-experience/), and a deep cultural understanding of navigating uncertainty. Both approaches have merit, but the future will require a hybrid: a structure with fluidity. ## Team management in the age of uncertainty Managing teams amid industry shifts requires a new leadership playbook. Hierarchical command-and-control models fail under constant disruption; adaptive, empowering leadership is now the currency of resilience. One revolutionary idea I advocate is dynamic leadership rotation within teams. Instead of one person always leading, leadership is distributed based on expertise and context. For example, in a marketing team preparing for an [AI-driven campaign](https://www.cmoalliance.com/ai-marketing-leaders-ebook/), the data analyst may take the lead role temporarily, while in brand storytelling, the strategist leads. This empowers everyone to own leadership moments while reducing burnout from a single overburdened leader. Resource management is equally critical. Teams often lose momentum when resources are misaligned – when the [right tools](https://www.cmoalliance.com/the-three-marketing-tools-i-couldnt-live-without-gaston-tourn/), [budgets](https://www.cmoalliance.com/where-are-marketing-budgets-being-spent/), or talent are not in place at the right time. Here, resilience means building redundancy into resources: overlapping [skills](https://www.cmoalliance.com/cmo-convo-strategy-skills-and-smiles-three-pillars-of-a-great-cmo/), flexible budgets, and scalable technologies that allow quick reallocation. ## Recommendations for CMOs and Leaders **Invest in skill adaptability:** Training should not just prepare people for today’s tasks but prepare them to pivot. **Design flexible budgets:** Avoid rigid annual marketing budgets. Instead, allocate “innovation buffers” to be used during disruption. **Use AI as augmentation, not replacement:** Automating reporting or campaign optimization frees humans for creative, strategic thinking. In industries like car rentals and travel, COVID-19 proved how fragile rigid systems can be. Those who survived were the ones who shifted resources quickly: car rental firms that pivoted to long-term leasing for remote workers, travel companies that rebranded as local experience curators. The lesson here is that resource agility is not optional – it’s survival. ## Resilience in global contexts: East meets West Comparing how resilience plays out globally is fascinating. In China, resilience in organizations often stems from speed and scale. Teams are trained to move rapidly, iterate, and execute with discipline. During market downturns, Chinese firms double down on agility, leveraging state support and collective drive to pivot entire business models within weeks. In the U.S., resilience has historically been framed around innovation and risk-taking. Teams are encouraged to experiment boldly, fail fast, and reinvent. This creates a culture where resilience is embedded in the willingness to take risks rather than avoid them. The Middle East, meanwhile, presents a unique case. Industries like fashion, hospitality, and even car rentals experience strong seasonality, driven by Ramadan, Eid, and holiday seasons. Teams here must plan resilience not just for global disruption but for predictable cultural cycles. A fashion retailer in Dubai thrives when it can balance international fashion trends with local modest fashion requirements, pivoting its collections seasonally while maintaining global brand identity. ## Examples of industries thriving through resilience **Travel and tourism:** Emirates Airlines turned the crisis of 2020 into an opportunity by investing in customer trust, flexible bookings, and safety-first branding. **Fashion:** Zara’s agile supply chain allowed it to adjust quickly during COVID and again during supply chain shortages, staying ahead of competitors. **Car rentals:** Enterprise in the U.S. thrived by diversifying into ride-sharing partnerships and corporate fleets, while local Middle Eastern rental firms struggled with rigidity. The global insight is clear: resilience is not one-size-fits-all. It is context-driven, shaped by culture, consumer patterns, and leadership styles. ## Technology, AI, and the human element We cannot discuss resilient teams without addressing AI. The temptation to over-reliance on AI is real. I’ve witnessed organizations deploy chatbots, [predictive analytics](https://www.cmoalliance.com/the-power-of-predictive-analytics-for-cmos/), and automated workflows, only to realize they stripped away the human touch that customers value most. Resilient teams use AI as a strategic ally – to scale, to inform, but never to replace. The future playbook for resilient teams involves AI and human synergy. For example, in customer service, AI can filter simple queries, but complex, emotionally charged issues must go to empathetic human agents. In marketing, AI can predict campaign success, but human creativity still drives emotional resonance. Leaders must prepare teams not only to use AI tools but to critically evaluate them. Blind reliance creates fragility; informed adoption builds resilience. ### The human element that cannot be replaced **Emotional intelligence:** Reading a client’s hesitation in a negotiation cannot be automated. **Cultural nuance:** AI can analyze [trends](https://www.cmoalliance.com/b2b-marketing-trends-to-watch/) but struggles with [cultural sensitivity](https://www.cmoalliance.com/navigating-cultural-sensitivity-in-global-influencer-campaigns/) in communication. **Visionary thinking:** Predicting industry shifts requires human foresight, not just data points. When I look at the future, I see resilient teams blending AI efficiency with human empathy, building organizations that are not just future-proof but future-ready. ## The playbook for building resilient teams To conclude, let me leave you with a novel playbook for building resilient teams amid industry changes: 1. Anchor your team in a shared vision that transcends daily tasks. 2. Empower different team members to lead in areas of their expertise. 3. Ensure skills and [budgets](https://www.cmoalliance.com/negotiating-marketing-budgets/) have overlap for flexibility. 4. Learn from Eastern speed, Western innovation, and Middle Eastern adaptability. 5. Use AI for efficiency, but never compromise the human element. 1. Especially in [B2C](https://www.cmoalliance.com/b2c-and-b2b-marketing-convergence/), design campaigns thrive on cultural and seasonal cycles. 6. KPIs should track adaptability, learning speed, and team morale – not only revenue. Resilient teams are not those that weather the storm untouched – they are the ones who transform through the storm. In an era where change is the only constant, the true competitive advantage is not just innovation or efficiency, but the collective resilience of the teams driving your organization forward. The companies that understand this – those who prioritize people, adaptability, and balanced technology adoption – will not only survive industry changes but will thrive because of them. ### Authenticity and organizational change in the age of AI URL: https://www.cmoalliance.com/authenticity-and-organizational-change-in-the-age-of-ai/ Last updated: 2025-09-18T13:12:08.000Z ***Note: This article is based on*** [***Tomer's podcast episode***](https://www.cmoalliance.com/ai-in-marketing-authenticity-personal-branding-and-the-rise-of-ai-agents-video/) ***on CMO Convo.*** LinkedIn has evolved dramatically since I joined in 2007\. And, nowadays, the platform has become essential for [marketing leaders](https://www.cmoalliance.com/tag/leadership/). But the catch is many professionals fear that leveraging AI tools for content creation and engagement will make them sound generic or "cringe." However, with the right approach, you can use AI to your advantage and create a powerful personal brand without sacrificing what makes you unique. In this article, I'll share insights from my 25 years in the tech industry, where I've worked with giants like Microsoft and Amazon Web Services, as well as with leading AI startups. We’ll explore why personal branding is essential, the common mistakes people make on LinkedIn, and how to effectively integrate AI into your marketing workflow. I'll also introduce the REAL framework for organizational AI adoption and share my vision for the [future of marketing with AI agents](https://www.cmoalliance.com/ai-in-marketing-authenticity-personal-branding-and-the-rise-of-ai-agents-video/). ## **The three components of LinkedIn success** A strong [personal brand](https://www.cmoalliance.com/how-should-cmos-brand-themselves/) on LinkedIn is built on a combination of three key components: your profile, your network, and your engagement. When you blend these elements effectively, you can achieve a real impact. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/09/data-src-image-e79a688d-a5d8-48db-80f4-63c4b6f16f51.png) For example: **Profile optimization** serves as your digital ID card. Your profile must work for you, serving your personal objectives, career goals, and company missions simultaneously. Think of it as a 24/7 representative of your professional identity. **Network leverage** involves strategically using first, second, and third-degree connections to amplify your message. Your network becomes your distribution channel, echoing your expertise across the platform. **Activation and engagement** encompasses your content strategy and how you interact with others on the platform. This is where your voice comes alive and where real relationships form. ## **Common mistakes that undermine authenticity** In the same way you can see what works well for creators, you can also spot some pretty common mistakes. The most frequent error I observe, for example, is **excessive self-promotion**. People forget they should offer perspective and value to their audience. Nobody enjoys being sold to constantly. When you pitch too hard, you create distance between yourself and your target audience. Another critical mistake is striving for perfection. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/09/data-src-image-bc2f2733-ad98-4854-b83c-0ff1c192b072.png) **Perfection kills authenticity**. LinkedIn has developed this reputation as a platform where everything must be polished and flawless. Working in tech companies, especially startups, is challenging. We face crises in our personal and professional lives. It's acceptable to show vulnerability and humanity. **Inconsistency** represents the third major pitfall. The LinkedIn algorithm can be frustrating when your carefully crafted posts receive minimal engagement. Many people give up at this point. You don't need to post daily, but showing up once or twice weekly is crucial. I publish four to five times per week, though that frequency isn't necessary for everyone. ## **AI in content creation and maintaining authenticity** The explosion of AI-generated content on LinkedIn over the past two years has created a sea of generic, uninspiring posts. The challenge lies in leveraging **AI tools** effectively while maintaining your unique voice and perspective. [AI for Marketing Leaders eBookDiscover how leading CMOs are pursuing the safe and effective implementation of AI in their marketing operations.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--289.png)CMO AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_AI_Marketing_Leaders_eBook__Blog--1--5.png)](https://www.cmoalliance.com/ai-marketing-leaders-ebook/) ### **Training AI to match your voice** Modern AI tools like ChatGPT, Gemini, Perplexity, and Claude have become remarkably sophisticated. ChatGPT's memory feature remembers your style, tone, strengths, and weaknesses. You can train these models to write in your voice by: - Creating custom GPTs for specific domains - Developing native-oriented discussions with the AI - Consistently refining outputs to match your personality However, as a general rule, you should never copy and paste AI-generated content directly. For instance, I always inject my personality, unique perspective, experience, and humor. This is crucial because I meet many people in real life. If you use perfectly polished AI text but have a different personality or accent in real life, you can create a trust crisis with your connections. In short, creating a gap between your online persona and real personality erodes trust. LinkedIn revolves around relationships, trust, and confidence. ### **The value of cultural perspective** Coming from different cultures and bringing diverse perspectives adds tremendous value to marketing creativity. We shouldn't outsource ourselves entirely to AI. Instead, we should use these tools as enhancers while maintaining our unique viewpoints and experiences. ## **Implementing AI at the organizational level** We are past the hype curve of AI, and now companies are looking for a real return on investment. The challenge isn't just using AI but using it in a way that fits your specific business needs. My recommendation is to approach AI adoption using the REAL framework: Relevance, Executive Buy-in, Adoption, and Learning. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/09/data-src-image-cc0034dc-372d-4864-ba6a-99f72cfd3f38.png) ### **The REAL framework for AI implementation** **Relevance**: Identify concrete pain points or needs within your organization. With over 35,000 AI tools available, focus on those that directly address your specific challenges. If you're not producing TikTok videos, don't waste time on trendy video tools. **Executive buy-in**: AI implementation isn't just another tool purchase. It's a game-changing initiative requiring change management. The impact touches technology, human resources, and processes. Senior executive commitment is essential because changes will affect your products, go-to-market strategy, and people. **Adoption and access**: Create a comprehensive implementation plan including: - Enablement programs - Proof of concepts (POCs) or proof of values (POVs) - Quick wins to build trust and confidence - Structured rollout to avoid failure **Learning and loops**: Establish KPIs and continuously measure progress. If your goal is cost reduction in content production, measure the time currently required to create blog posts, videos, or images. Track how AI tools reduce these timelines. We're talking about potential 100% improvements in cost savings and time to market. ## **The rise of AI agents and the future of marketing** While marketing is an early adopter of AI, other departments (like research and development) are also seeing massive changes. For example, the CEO of Microsoft, Satya Nadella, said that while AI currently generates around 30% of their code, he expects that number to reach 70% in the very near future. It's a fundamental shift in mindset across all departments, not just marketing. Given all this, one thing is clear: the marketing department is becoming increasingly technical. [AI and the Future of GTM: Skills for LeadersIn this episode, Angeley Mullins shares how AI is transforming go-to-market strategy, replacing traditional roles with the rise of the GTM engineer. It outlines the critical skills (like prompting, tool mastery, and authentic branding) that leaders need to succeed in the next 1–3 years.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--290.png)CMO AllianceCecilia Toro![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Convo_Podcast_Youtube_Thumbnail_--7-.png)](https://www.cmoalliance.com/ai-and-the-future-of-gtm-strategy-critical-skills-for-leaders-video/) It's no longer just about art, creativity, and strategy. Data and technology now play central roles. The emergence of AI agents represents the next evolution in marketing automation. ### **So here are two approaches to AI agent implementation** **Packaged solutions** like Clay offer built-in agents with API integrations. These solutions work well for teams without technical resources or with straightforward needs. **Customized platforms** like Make allow you to create tailored agents but require developer expertise. I'm seeing the emergence of marketing developers within marketing departments. These professionals create and maintain AI agents specifically for marketing needs, ensuring rapid deployment without relying on R&D resources. ### **Creating your content machine with AI** Consider the friction in traditional content creation: strategy flows to product marketing, briefs go to content teams, multiple iterations occur for compliance and approval, then assets deploy through organic or paid channels. AI agents can automate much of this process while maintaining human oversight for quality control. These agents can: - Conduct research and identify personas - Generate content backbones - Slice content into multiple formats - Align outputs with brand guidelines - Integrate with marketing automation systems The intelligence of these systems comes from their foundation in large language models (LLMs). Unlike traditional automation scripts, they understand context and can engage in "vibe marketing" through natural dialogue. ## **Maintaining relevance in an AI-saturated world** As we gain the ability to create content at unprecedented scale, the challenge shifts from production to relevance. The competition now centers on creating the **best AI tools** for generating meaningful, engaging content. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/09/data-src-image-7488baf3-f3ee-4435-8e88-33d9325dc3e5.png) ### **The enduring power of** [**storytelling**](https://www.cmoalliance.com/story-masters-2-the-structure-of-great-brand-stories/) Despite technological advances, the emotional layer of content remains uniquely human. Our evolutionary wiring makes us natural storytellers. We love telling stories, hearing stories, and sharing stories with others. While AI can be trained to write emotionally, understanding human nature and crafting narratives that resonate requires human insight. The next frontier isn't about creating more content but creating the most relevant, emotional, and engaging content possible. ### **Building your AI band** Looking ahead, I envision every marketing manager having their own group of AI agents. Think of it as a rock band that knows your expertise, tone of voice, and needs. These agents will become personal assets, like your website or LinkedIn profile. Rather than fearing replacement, we should embrace augmentation. AI tools make us better marketing managers by multiplying our capabilities and freeing us to focus on strategy, creativity, and human connection. ## **To wrap up** Success requires balancing technological adoption with human authenticity. By following the REAL framework, avoiding common LinkedIn pitfalls, and viewing AI as an augmentation tool rather than a replacement threat, marketing professionals can thrive despite these recent challenges. The key is maintaining our humanity, our ability to understand emotions, craft compelling narratives, and build genuine relationships. As we navigate this transformation, remember that the most successful marketers will be those who combine AI's efficiency with human creativity and authentic connection. The playbook for this new era is still being written. By staying curious, testing new tools relevant to our needs, and maintaining our unique perspectives, we can shape the future of marketing together. ### Your most overlooked channel? Your sales team URL: https://www.cmoalliance.com/optimize-sales-team-playbook/ Last updated: 2025-10-29T08:54:34.000Z Marketing leaders obsess over optimizing digital channels — search, social, email, ppc, even events — but the most powerful channel for your brand is sitting right in front of you: your sales team. This playbook shows you how to turn sales into a force multiplier for your marketing strategy. **Get your free copy 👇** --- --- ## Why CMOs need this playbook - **70% of B2B companies admit sales and marketing alignment is weak.** That misalignment costs businesses up to **10% of annual revenue**. - While marketing budgets are under scrutiny, the **sellers’ conversations with buyers often determine ROI** more than any campaign. - This playbook provides **practical frameworks and strategies** to ensure your messaging translates into revenue-driving conversations at the front line. ## What you’ll learn Inside, you’ll find a step-by-step guide to: - **Diagnosing the five biggest alignment gaps** holding back your sales team from delivering your message with impact. - **Equipping sellers with the right assets** for each stage of the buyer journey. - **Driving adoption and buy-in** so your messaging becomes the language of sales. - **Creating dynamic, customizable content** that sellers actually use. - **Building a repeatable system** that connects marketing investments to measurable sales outcomes --- ### Why B2B2C marketing requires a different mindset [Video] URL: https://www.cmoalliance.com/why-b2b2c-marketing-requires-a-different-mindset-video/ Last updated: 2025-09-17T15:53:09.000Z --- --- ### The CMO Framework URL: https://www.cmoalliance.com/the-cmo-framework/ Last updated: 2026-09-09T08:40:47.000Z The role of the Chief Marketing Officer has never been more dynamic or more *demanding*. Today’s CMOs and aspiring marketing leaders must balance strategy with execution, creativity with analytics, and long-term vision with short-term results. To succeed, you need more than just great campaigns; you need a structured way to build, learn, retain, and grow. The **CMO Framework** is designed to guide you through every stage of marketing leadership. It highlights the critical areas you need to master, from laying the foundation of your strategy and team, to continuously learning from the market, to retaining both customers and talent, and finally, scaling your impact and growth. Each stage is paired with practical resources to help you take action right away. 0:00 /1:01 1× [Download the framework](https://www.dropbox.com/scl/fi/nfld4ycammldjlqcxlvck/CMO%5Fframework%5Fgraphic%5FColourv4.png?rlkey=1s9gfrc9f5x5q4ual0zsirg80&st=3s1s0s4l&dl=0) ## **What is the CMO Framework?** The CMO Framework is a four-stage model that gives marketing leaders a reliable way to build strategy, sharpen execution, and scale their impact over time. Most CMOs don't struggle for lack of ideas, but they struggle because they're doing things out of order. Campaigns launch without a real strategic foundation, customer insights get missed, retention becomes an afterthought, and growth hits a wall because the groundwork was skipped. The CMO Framework solves that by giving you a single system to follow so you can lay the right foundation, keep learning as you go, protect the revenue you've already earned, and grow with real intention. | Stage | What It Covers | Core Outcome | | ------ | ------------------------------------------------------------------------------------------ | ---------------------------------------------------------- | | Build | Strategy, tech stack, ICPs, messaging, channels, dashboards, processes, and team structure | The systems and clarity that make everything else possible | | Learn | Insights from competitors, campaigns, customers, and data | A strategy that never stands still | | Retain | Team motivation, customer loyalty, and sustained brand awareness | Protecting and compounding the value you've already built | | Grow | Customer base expansion, lead generation, CLTV, and revenue | Multiplying results while staying ready for what's next | ## **Who is this CMO Framework for?** The CMO Framework is flexible enough to adapt to any business model or leadership level, but it delivers the most value for: - **First-time CMOs.** Gain immediate structure during your first 90 days. The CMO Framework helps you sequence priorities fast so you don't have to build an approach under pressure. - **Scaling marketing leaders.** Transition smoothly from hands-on execution to executive leadership. The CMO Framework gives your growing team a repeatable system that doesn't rely entirely on you. - **Aspiring CMOs & VPs.** Prepare for the top seat before you’re accountable for it. The CMO Framework provides a clear picture of what total marketing leadership actually looks like. - **B2B marketing leaders.** Navigate long sales cycles and complex buying teams. Use our CMO Framework to strengthen your insights and protect customer relationships for the long haul. - **B2C marketing leaders.** Higher-volume, higher-velocity markets put more weight on the Build and Growth stages. This CMO Framework helps systemize your channels and messaging so you can scale efficiently. - **CMOs navigating a transition**. Audit a new role or company quickly. The CMO Framework lets you quickly map what’s working, what’s broken, and what to rebuild first. ## **1\. Build** This is where you lay the groundwork. Strategy, technology, ICPs, messaging, channels, dashboards, processes, and team structure – all the elements that set the stage for successful marketing live here. Without them, growth becomes guesswork. With them, your efforts become scalable and repeatable. **In short:** Build the systems and clarity that make everything else possible. [Building resilience: 5 ways to lead teams through changeHow do you keep a team focused when the industry is shifting? Master the “Before, During, and After” of resilient leadership in this guide.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--59d7c51f-a272-4f0e-874c-f788ee48c082.png)CMO AllianceLaura Goldstone![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Building-resilience-5-ways-to-lead-teams-through-change-abf497b1-1c16-40f4-a070-6e02925f76be.png)](https://www.cmoalliance.com/leading-resilient-teams-amid-industry-changes-and-nurturing-trust-before-change-arises/) [How to build an experiential marketing strategyLearn how to craft an experiential marketing strategy that transcends the transactional and transforms ordinary interactions into extraordinary memories.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--ebba47a1-9833-4dba-b3ae-ac680970ff81.png)CMO AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/build-an-experiential-marketing-strategy--1--bfcd79d6-d506-4726-8e13-93a1c5bfbc95.png)](https://www.cmoalliance.com/how-to-build-an-experiential-marketing-strategy-examples-inside/) [Messaging cheat sheet | Free downloadYour shortcut to messaging that lands![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--117f7d06-6e03-4c8c-aade-a04a5cffc5aa.png)CMO AllianceRichard King![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Messaging-cheat-sheet-8aabeaa0-a057-42d1-af2c-ed0739187739.png)](https://www.cmoalliance.com/messaging-cheat-sheet-framework/) [Building a data-literate marketing teamCarlota Feliu Argila, Head of Marketing at HP, shares the 6 principles she uses to ensure her team can harness data with confidence.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--3e7b262f-ead4-43bb-bf8d-0f43afbc9882.png)CMO AllianceCarlota Feliu Argila![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Building-a-data-literate-marketing-team-By-Carlota-Feliu-----HP-aba325e9-9d38-400b-8b42-475d33b1d5d7.png)](https://www.cmoalliance.com/building-a-data-literate-marketing-team/) [B2B brand strategy: Key tactics to revive and re-evaluate itKeeping your brand relevant and impactful today means hitting pause every now and then and taking a good, honest look at your strategy.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--ee4cfbe1-eeb3-4f6c-9492-2a4a85e25259.png)CMO AllianceCarley Gauthier![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--18--8e256438-2425-43be-bf7d-0b29797ba04a.png)](https://www.cmoalliance.com/b2b-brand-strategy-key-tactics-to-revive-and-re-evaluate-it-2/) [Value proposition template (and example) | Free downloadCraft clear and compelling statements that communicate the benefits of your products or services.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--271.png)CMO AllianceRichard King![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Marketing_Template_Framework_Tiles--600-x-315-px---17-.png)](https://www.cmoalliance.com/value-proposition-template-and-example-framework-2/) [From data to action: The CMO playbookData is valuable only when it translates into actionable insights. Many CMOs today are data-rich and information-poor.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--272.png)CMO AllianceAudrey Masset![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--8--4.png)](https://www.cmoalliance.com/from-data-to-action-the-cmo-playbook/) [Download the framework](https://www.dropbox.com/scl/fi/nfld4ycammldjlqcxlvck/CMO%5Fframework%5Fgraphic%5FColourv4.png?rlkey=1s9gfrc9f5x5q4ual0zsirg80&st=3s1s0s4l&dl=0) --- ## **2\. Learn** Marketing is never static. The leaders who thrive are the ones who stay curious, analytical, and reflective. This stage is about uncovering insights from competitors, campaigns, customers, and data – then using those insights to sharpen your approach. **In short:** Keep learning so your strategy never stands still. [CMO Insights Report 202650 CMOs on what changed in 2026: hiring criteria, AI adoption, ROI pressure, and brand vs. performance. Download the free report.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--1c6c7d0e-598e-4056-8c86-ee706de51ab6.png)CMO AllianceContent Team![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_CMO_Insights_Report_2026_Supporting-Assets_v3_Meta-1-d746dbe3-b28c-4a65-bd11-7269551c3002.png)](https://www.cmoalliance.com/cmo-insights-report-2026/) [What types of email campaigns are your competitors running?Find out the email campaign trends your competitors are using in 2026 to drive B2B engagement and conversions.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--e64cce02-2c79-4676-a1c6-1c9e03434cba.png)CMO AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/email-campaigns-in-2026-1-e267d310-e35e-4b03-b58d-3997f0825f43.png)](https://www.cmoalliance.com/what-types-of-email-campaigns-are-your-competitors-running/) [B2B campaign tracker templateOne tracker for leads, MQLs, SQLs, conversions, and pipeline.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--e750e318-2116-4876-9c7f-abddd8446855.png)CMO AllianceAmelia Wilson![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/B2B-campaign-tracker-4fe4a2c8-3c31-42e4-a336-658505256522.png)](https://www.cmoalliance.com/b2b-campaign-tracker-template-framework/) [Turning MarOps planning into your competitive advantageMastering the art of planning and implementation in marketing operations isn’t about finding the perfect framework or the latest tool…![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--a0e69eda-cb82-4e97-9c2a-62b5f4b8a7b9.png)CMO AllianceAna Panizo Neary![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--35--23ed552a-d1aa-420d-a246-e39c846e6eb2.png)](https://www.cmoalliance.com/turning-marops-planning-into-your-competitive-advantage/) [Competitive benchmarking framework and template | DownloadA structured guide to understanding and implementing benchmarking practices, specifically in a product marketing context.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--270.png)CMO AllianceRichard King![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Marketing_Template_Framework_Tiles--600-x-315-px-.png)](https://www.cmoalliance.com/competitive-benchmarking-template-framework/) [How I learned to lead: Honest management lessons from a CMOReal, practical leadership lessons from a CMO who went from first‑time manager to leading 57 people. Tips on feedback, empowerment, recruitment, and team culture.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--be23cf36-0c7d-47c5-98ac-bd6907ac6bae.png)CMO AllianceBryony Pearce![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Honest-management-lessons-from-a-CMO-1-8cc2dfcc-f0e4-4876-a4c8-347602a6e42b.png)](https://www.cmoalliance.com/from-0-to-57-lessons-learned-from-management/) [Customer journey template | Free downloadMap every step of your customer’s journey and create experiences that drive loyalty and growth.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--268.png)CMO AllianceAmelia Wilson![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Customer-journey--template.png)](https://www.cmoalliance.com/customer-journey-template-framework-2/) --- ## **3\. Retain** Retention turns good marketing into great business. Whether it’s motivating your team, keeping your customers loyal, or sustaining awareness, this stage ensures the value you’ve created doesn’t leak away. Retention compounds effort, turning short-term wins into long-term momentum. **In short:** Protect and nurture the assets you’ve already built. [How storytelling builds trust and customer loyaltyHow do you build real customer trust in a market full of options? This piece breaks down how storytelling, executive voices, and internal expertise work together to drive loyalty and long-term retention.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--c56f6d34-d385-4d90-84ee-37c26d0493f0.png)CMO AllianceKaren Chalmers![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--11--95c13ce6-57e8-46e1-9c8a-dbb402851507.png)](https://www.cmoalliance.com/from-storytelling-to-trust-how-brands-build-lasting-customer-loyalty/) [Customer acquisition strategy template | PDF downloadA breakdown of the various factors influencing customer acquisition, such as product features, pricing, benefits, and customer experience.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--441f8b6d-8be9-448c-9dd1-855dcaa33020.png)CMO AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Marketing_Template_Framework_Tiles--600-x-315-px---1--1-dfcf6ccf-36dc-4d84-907d-4304e5d8f323.png)](https://www.cmoalliance.com/customer-acquisition-strategy-template-framework/) [How to retain legacy customers while attracting new onesBrands, much like living organisms, evolve over time to adapt to their surroundings, grow, and transform to meet the ever-changing needs of the marketplace.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--7f166cae-cf14-42d1-9250-e1f9f6021d27.png)CMO AllianceIslam Gouda![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--17--8a355842-5bd5-4029-9c02-3dcbe9128f21.png)](https://www.cmoalliance.com/rebranding-gone-right-how-to-retain-legacy-customers-while-attracting-new-ones/) [Customer churn reduction strategy | PDF templateA strategic guide designed to help you retain customers by lowering churn rates![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--279.png)CMO AllianceAmelia Wilson![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/A-guide-to-churn-reduction-.png)](https://www.cmoalliance.com/guide-to-churn-reduction-framework/) [Motivating teams to succeed in a world of changeAmy King, CMO at Relias, shares how to build marketing teams that embrace change through trust, motivation, and influence.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--278.png)CMO AllianceAmy King![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Motivating-teams-to-succeed-in-a-world-of-change.png)](https://www.cmoalliance.com/motivating-teams-to-succeed-in-a-world-of-change/) [Customer feedback questionsA master list of customer feedback questions to help you get the most from customer interactions.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--280.png)CMO AllianceAmelia Wilson![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Customer-feedback-questions.png)](https://www.cmoalliance.com/customer-feedback-questions-framework/) [AI-powered retention marketing strategiesRetention marketing—focused on nurturing relationships with existing customers—has been revolutionized by artificial intelligence (AI), enabling brands to go beyond basic customer satisfaction.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--288.png)CMO AllianceIslam Gouda![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Website_Article_Images_Author_Highlight--14--1.png)](https://www.cmoalliance.com/customer-loyalty-through-ai-powered-retention-marketing/) [Download the framework](https://www.dropbox.com/scl/fi/nfld4ycammldjlqcxlvck/CMO%5Fframework%5Fgraphic%5FColourv4.png?rlkey=1s9gfrc9f5x5q4ual0zsirg80&st=3s1s0s4l&dl=0) --- ## **4\. Grow** Here, momentum becomes acceleration. Growth means expanding your customer base, generating more leads, boosting CLTV, and driving revenue. But it also means investing in your team, networks, and tech, so you can scale impact without burning out or breaking down. **In short:** Growth is about multiplying results while staying ready for what’s next. [Scaling marketing operations without losing your mind (or your data)Scaling marketing operations takes more than headcount. It’s about process, technology, and talent. Here’s how global leaders structure for growth and overcome real-world challenges.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--350ae853-4ff0-4ca7-8ebe-d85622ca6732.png)CMO AllianceDanielle Balestra![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/MarOps-scaling-lessons-3a6ab8d9-e16c-418f-8ca4-7e32672b9e8f.png)](https://www.cmoalliance.com/scale-your-marketing-operations-without-losing-your-mind/) [Building resilience: 5 ways to lead teams through changeHow do you keep a team focused when the industry is shifting? Master the “Before, During, and After” of resilient leadership in this guide.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--0f548750-a111-42e8-8a1e-72954393c348.png)CMO AllianceLaura Goldstone![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Building-resilience-5-ways-to-lead-teams-through-change-496f59d5-1858-448e-8b77-df0b9805883a.png)](https://www.cmoalliance.com/leading-resilient-teams-amid-industry-changes-and-nurturing-trust-before-change-arises/) [The CMO revolution: From cost center to revenue powerhouseThe role of the chief marketing officer (CMO) has undergone a significant transformation over the past decade—and it’s continuing to evolve right before our eyes.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--93c98dcf-5586-466c-849e-f82fd3cbcc8e.png)CMO AllianceAlena Morris![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--11--63bd8315-63a4-4855-96ff-f1c838ed4ed7.png)](https://www.cmoalliance.com/from-cost-center-to-revenue-powerhouse/) [10 B2B growth hacking strategies for marketing leadersEffective growth hacking starts with a precise ICP (ideal customer profile), which means getting into things such as what they value, how they make decisions, and what language they use to describe their problems.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--db43ce43-142c-4386-a487-3bde864ae1e4.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/B2B-growth-hacking-10134136-7d03-425b-a466-9d9a01b28a05.png)](https://www.cmoalliance.com/b2b-growth-hacking-strategies-for-marketing-leaders/) [Executing marketing that drives sustainable growthIn this conversation, Sushovan Saha (Attentive.ai) shares how marketing has evolved into a core revenue function. He discusses aligning teams, leveraging unconventional channels, and using data to reverse-engineer growth strategies.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--1b03f2bd-ec3b-4358-9b7c-3f76c9d51b98.png)CMO AllianceCecilia Toro![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Convo_Podcast_Youtube_Thumbnail_--1--be3370a7-3247-40a4-a66f-c908100735f6.png)](https://www.cmoalliance.com/driving-sustainable-revenue-growth-in-marketing-video/) [How to get AI to trust and recommend your brandBuyers now ask AI before they ask you. Here’s how AI decides which brands to trust, and the exact steps to get yours cited and recommended.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--bda44e24-51b1-4e68-86dd-0e77fcaecb5a.png)CMO AllianceSteve Kearns![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/cited-by-AI--1--6b22e6df-508b-4542-9d1a-be80a34362e7.png)](https://www.cmoalliance.com/how-to-get-your-brand-cited-by-ai/) [Driving revenue with technical SEOPaul Shapiro, Head of Technical SEO at Shopify takes us through how to drive revenue with technical SEO.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--283.png)CMO AlliancePaul Shapiro![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Framework_Tiles_organic-3.jpg)](https://www.cmoalliance.com/driving-revenue-with-technical-seo/) [Download the framework](https://www.dropbox.com/scl/fi/nfld4ycammldjlqcxlvck/CMO%5Fframework%5Fgraphic%5FColourv4.png?rlkey=1s9gfrc9f5x5q4ual0zsirg80&st=3s1s0s4l&dl=0) ## **How to use the CMO Framework** The CMO Framework works best when you work through it step-by-step first, then treat it as an ongoing routine. Here’s how to put it into practice: ### Step 1: Audit your Build foundations Start by taking stock of what's actually in place. This includes your strategy, tech stack, ICPs, messaging, channels, dashboards, processes, and team structure. Flag the gaps now. Anything skipped here will only show up as friction down the line, so it pays to be brutally honest with yourself before moving forward. ### Step 2: Run a Learn cycle Once your core is mapped, turn your focus outward. Look at what competitors are pulling off, see what your recent campaigns *actually* delivered, and listen to what your customers and data are trying to tell you. Treat this as a regular pulse check, not a one-and-done research project. ### Step 3: Shore up Retention Look at where value is leaking. You might notice customer churn creeping up, team morale slipping, or brand awareness fading. Pick one or two high-leverage fixes (like customer loyalty efforts or team re-engagement) and plug those gaps first. After all, holding onto what you’ve earned is what funds your future growth. ### Step 4: Plan your Grow initiatives Only push for rapid expansion once your foundations, learnings, and retention are in good shape. Set clear targets for revenue, lead gen, and customer lifetime value, and make sure your team and infrastructure are actually equipped for the push so you don't burn everyone out in the process. ### Step 5: Revisit the cycle quarterly The CMO Framework isn't a one-time audit; it's a loop. Set a recurring check-in (quarterly works well for most teams) to run through the steps again. As your foundation evolves and new insights come in, your retention and growth priorities will naturally shift, too. [Download the framework](https://www.dropbox.com/scl/fi/nfld4ycammldjlqcxlvck/CMO%5Fframework%5Fgraphic%5FColourv4.png?rlkey=1s9gfrc9f5x5q4ual0zsirg80&st=3s1s0s4l&dl=0) ### AI-era brand tracking: Stop justifying brand and start building long term durable growth URL: https://www.cmoalliance.com/ai-era-brand-tracking-stop-justifying-brand-and-start-building-long-term-durable-growth/ Last updated: 2025-09-17T08:00:51.000Z ***Note: This article is based on a talk by Grant McDougall, Co-Founder & CEO of*** [***BlueOcean.ai***](http://blueocean.ai)***, from our Chief Marketing Officer Summit.*** I’ve spent the better part of 25 years in marketing. Over that time, I’ve seen brilliant ideas die quietly in boardrooms, not because they weren’t good enough, but because they couldn’t be justified in the [short term](https://www.cmoalliance.com/finding-balance-as-a-marketing-leader-between-short-and-long-term-goals/). Brand has always been the long game, and yet the long game is the hardest to defend when you’re staring down quarterly pipeline targets. That frustration (watching inspired [brand](https://www.cmoalliance.com/top-strategies-for-creating-a-standout-brand-in-2025/) ideas get sidelined) was what pushed me into building software. I wanted to give marketers like myself, and like you, a better way to prove the case for your brand. And that’s where BlueOcean.ai was born. Here’s what I’ve learned about the changing world of brand tracking, why I believe we’re on the edge of a new era, and how technology can finally help us stop justifying brand (and start building durable, long-term [growth](https://www.cmoalliance.com/what-is-growth-marketing/)). ## **The tension every marketer feels** When I speak with CMOs, I hear the same story again and again. You come into the role with ambition to set the foundations for a brand that will last. You want to build capabilities that let you take the long-term view. And then, almost instantly, reality hits. The first thing dropped on your desk is a [pipeline](https://www.cmoalliance.com/revenue-and-pipeline-ownership-sales-vs-marketing/) number. You’re asked to hit revenue goals this quarter, and suddenly you’re playing defense. I empathize deeply with that. It’s not easy to hold two priorities in balance: delivering short-term sales while simultaneously laying the bricks of a long-term brand. But here’s the truth: companies that lean into brand [investment](https://www.cmoalliance.com/scale-your-marketing-operations-without-losing-your-mind/) win. Consistently. The data backs it up. BCG and Les Binet & Peter Field have shown that brands that maintain consistent presence and investment enjoy a 74% higher return on investment. Seventy-four percent. That’s not a rounding error, that’s transformational. And we know why: brands built over time outperform. In an algorithmic world, where [content](https://www.cmoalliance.com/content-driven-advertising/) is created and distributed at lightning speed, being present and consistent pays compounding dividends. You reach people who aren’t in-market today but will be tomorrow. You become familiar, trusted, and, eventually, the default choice. [10 cost effective marketing strategies for 2025Gain ten budget-friendly marketing strategies that drive real results for savvy brands through organic reach instead of splurging on ads.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--255.png)CMO AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/cost-effective-strategies-for-2025.png)](https://www.cmoalliance.com/budget-friendly-marketing-strategies/) ## **Why do we stop investing?** If this is so clear, why do we keep underinvesting in brand? Part of it is the pressure I mentioned. CFOs and boards want to see numbers that map neatly onto [revenue](https://www.cmoalliance.com/what-changes-when-marketing-gets-closer-to-revenue/). Brand feels squishy by comparison. And the methods we’ve traditionally used to measure it haven’t helped our case. Think about brand tracking surveys. They’ve been around for 50, 60 years, and they haven’t evolved much. We ask consumers questions that don’t match reality. One of my favorite (or least favorite) examples comes from a large [B2B company](https://www.cmoalliance.com/whats-the-roi-on-experiential-marketing/) that asked: *“How likely are you to recommend an operating system to your friends or colleagues?”* The answer “Not likely” wasn’t surprising. And the open comment said it all: *“People don’t have conversations where they randomly recommend operating systems to one another.”* That’s not how [brands](https://www.cmoalliance.com/which-comes-first-the-brand-or-the-product/) are built in the modern world. Brands today are built with differentiated content, creative assets that emotionally resonate, and a consistent presence across channels. They’re built through culture, conversation, and [visibility](https://www.cmoalliance.com/how-ai-is-reshaping-search-in-2025/), not hypothetical survey questions. ## **The problem with old-school brand tracking** Traditional [brand tracking](https://www.cmoalliance.com/how-to-get-more-from-brand-marketing-analytics/) is too slow, too expensive, and too disconnected from reality. Waiting six months for survey results is like driving with the rearview mirror. Meanwhile, the landscape has shifted dramatically. We live in an era with 70,000 new AI companies, unprecedented media fragmentation, and the ability to spin up content with a click. Tracking methods that move at a glacial pace just don’t cut it anymore. This was the challenge that set us on the path at BlueOcean. We asked ourselves: if we could build brand tracking from scratch today, with no ties to the past, what would it look like? ## **Building BlueOcean.ai: A new approach** Five years ago, we launched BlueOcean to reimagine brand tracking for the AI era. Our goal was to create a system that reflected how brands are actually experienced: always on, multifaceted, and [competitive](https://www.cmoalliance.com/turning-marops-planning-into-your-competitive-advantage/). We started by tackling data. Marketers have no shortage of it, but it’s fragmented across [tools](https://www.cmoalliance.com/best-ai-powered-marketing-attribution-tools/), teams, and agencies. So we built a platform that pulls in thousands of data points: - Market performance data from Nielsen, Kantar, and others - Digital presence from sources like SimilarWeb and SEMrush - Customer sentiment from reviews on Glassdoor, Yelp, Amazon, G2, Capterra, TrustRadius - Revenue analysis, growth rates, and financial [performance](https://www.cmoalliance.com/brand-marketing-vs-performance-marketing/) Then we made a deliberate decision: no integrations required. Marketers already juggle enough platforms. BlueOcean can be live the same day, or within two weeks if a brand isn’t already in our system. Compared to six-month survey cycles, that’s night and day. The result? An always-on view of your brand and your competitors, presented in a way marketers can act on immediately. ## **Lessons from the brands we’ve partnered with** We’ve been fortunate to work with some remarkable companies: SAP, Cisco, and others. Let me give you a couple of stories that show what happens when you put brand at the center. At SAP, we partnered with their chief brand officer to transform how they think about brand measurement. Instead of relying on lagging indicators, they now have a dynamic scorecard showing where they stand relative to Microsoft, Salesforce, and other competitors. That visibility has changed how they prioritize investments. Another story comes from a large networking company we worked with. Their CMO was tasked with repositioning the company and making the case for brand-led growth. With BlueOcean, they benchmarked their awareness gap versus competitors, quantified it, and brought a scorecard to the board. The outcome? A threefold increase in the [marketing budget](https://www.cmoalliance.com/budget-friendly-marketing-strategies/). With that fuel, the company launched a bold brand campaign, entered Formula One, and repositioned themselves around AI. The payoff was real: record revenue and a $14 billion acquisition. This is the power of putting quantifiable brand metrics in marketers’ hands. It transforms conversations with boards and CFOs from defensive to offensive. Instead of saying “trust us,” you can say, “Here’s the score, here’s the gap, here’s the plan”. [Personalization in marketing automation: How to make it workA recent report shows that 96% of digital professionals agree that personalization in is a must for great online customer experiences.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--256.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Personalization-in-marketing-automation.png)](https://www.cmoalliance.com/personalization-in-marketing-automation/) ## **Transparency matters in the age of AI** There’s another lesson we’ve learned that I think applies far beyond BlueOcean: transparency is critical. Too much of AI right now is a black box. Models spit out results without showing their work, and that breeds skepticism. We made a conscious decision to do the opposite. In BlueOcean, you can see the frameworks, the weightings, and the measures that go into your brand score. You can adjust them, create custom frameworks, and interrogate the data with natural language queries. That matters because marketers don’t need another oracle. You don’t need software to tell you what to think. You need a partner that gives you the raw material and empowers you to ask the right questions. ## **From scorecards to strategy** So what do marketers actually do with this? A few use cases stand out: - [**Demand generation**](https://www.cmoalliance.com/6-steps-for-powerful-demand-generation/) **teams** use it to see how paid, owned, and earned [media](https://www.cmoalliance.com/social-medias-true-business-value-in-2025/) stack up against competitors, and to spot underinvestment in key channels. - **Product marketers** use it to identify themes resonating in the market and adjust positioning. - **CMOs** use the scorecards to align 300-person marketing teams on shared OKRs tied to brand, not just revenue. That last point excites me the most. When a company sets goals around brand health, they shift the culture. They stop treating brand as a fluffy afterthought and start treating it as the durable [growth](https://www.cmoalliance.com/measuring-success-growth-marketing-strategies/) driver it truly is. ## **Advice for marketers on the AI journey** I want to close with some advice. AI is not the future, it’s the present. If you’re not experimenting with it personally, you’re already behind. Don’t think of AI as just [ChatGPT](https://www.cmoalliance.com/chatgpt-killer-content-or-content-killer/). Think of it as the combination of context, data, and large language models applied to real problems like brand tracking. And don’t wait for permission. Play with it now. Learn how it works in your own life. Because the marketers who understand how to harness AI will be the ones who stop justifying brand and start leading growth. [Ways AI can help you build stronger connections with your customersLearn practical ways marketers can leverage AI tools to build lasting connections with customers.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--257.png)CMO AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Ways-AI-can-help-you-build-stronger-connections-with-your-customers-1.png)](https://www.cmoalliance.com/ways-ai-can-help-you-build-stronger-connections-with-your-customers/) ## **A final word** If there’s one thing I hope you take away, it’s this: brand is not a soft metric. It’s not something you justify. It’s the foundation of durable, compounding growth. I started BlueOcean because I was tired of seeing great brand ideas killed. Five years later, I’ve seen firsthand how companies that invest, measure, and commit to brand win big. So, let’s stop treating brand like an indulgence. Let’s treat it like the growth engine it is. And let’s use the tools of this new AI era to finally prove what marketers have always known in their gut: brand matters. ### The CMO 90-day plan URL: https://www.cmoalliance.com/the-cmo-90-day-plan-framework/ Last updated: 2025-09-24T09:07:04.000Z [Starting a new CMO role](https://www.cmoalliance.com/my-first-6-months-as-cmo-what-i-prioritized-and-accomplished-2/) is exciting – and a little daunting. Whether you're stepping into a fast-paced scale-up or a more established org, those first 90 days are crucial for setting the tone, earning trust, and laying the foundation for long-term impact. This framework is built to help you hit the ground running. Designed specifically for [new CMOs](https://www.cmoalliance.com/top-priorities-for-a-new-cmo/), it breaks your first 90 days into three actionable phases – **Listen & Learn, Align & Strategize, Execute & Embed** – so you can get oriented quickly, build influence, and start delivering results. ## What is a CMO 90-day plan? This is more than a checklist – it’s a strategic roadmap for your first three months in [the CMO seat](https://www.cmoalliance.com/startup-cmos-what-do-they-have-in-common/). The template is structured around core objectives that every marketing leader needs to master early on: - Build trust with your executive peers - Audit your team, tech, and tactics - Uncover hidden gaps (and some quick wins) - Craft a compelling narrative for marketing’s role - Align the team around priorities - Deliver early impact to prove value Each phase is packed with goals, suggested activities, deliverables, and real-world tips – plus pre-built tables and dashboards you can make your own. ## Who is it for? This template is made for: - **Newly appointed CMOs** – especially those in B2B, SaaS, or high-growth companies - **Marketing leaders stepping into VP roles** and looking to structure their first few months - **Founders hiring their first marketing lead**, who want to understand what a high-performance 90-day onboarding could look like - **HR or Chief of Staff teams** looking to better onboard senior marketing hires ## How to use the framework Think of this framework as your co-pilot for the first 90 days. Here's how to put it to work: 1. **Start with the overview:** It’ll give you a feel for how to pace your plan: the first month is all about listening and absorbing, month two is for building alignment, and month three is where you show the team what you’re made of. 2. **Plug it into your calendar:** Each section comes with suggested timelines – like when to launch a dashboard, host a team offsite, or build a stakeholder map. 3. **Customize for your org:** Whether you're inheriting a 30-person team or starting from scratch, the template's flexible enough to scale up or down. 4. **Use the built-in deliverables:** From stakeholder influence maps to campaign scorecards, you’ll have a full suite of tools to [show impact](https://www.cmoalliance.com/what-it-really-takes-to-be-a-high-impact-cmo-today/) and signal direction – fast. 5. **Stay visible:** There’s even a comms plan to help you build trust, keep execs in the loop, and rally your team around a shared vision. ## Download your 90-day plan ![CMO first 90-day plan template](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/09/CMO-first-90-day-plan-template.png) [CMO first 90-day plan templateCMO first 90-day plan template.pdf323 KBdownload-circle](https://www.cmoalliance.com/content/files/2025/09/CMO-first-90-day-plan-template.pdf "Download") [CMO first 90-day plan templateCMO first 90-day plan template.docx2 MBdownload-circle](https://www.cmoalliance.com/content/files/2025/09/CMO-first-90-day-plan-template.docx "Download") [CMO first 90-day plan templateCMO first 90-day plan template Overview This template is designed to help new Chief Marketing Officers (CMOs) navigate their first 90 days in a new role. It’s structured around the key objectives: listen, learn, align, plan, and start executing with intent. Each section includes a rationale to h…![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/kix-favicon-2023q4-4.ico)Google Docs![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AHkbwyJ7GPjeJTkZi4P2DWrbExbnN9YI4dg3Nn9WmKmWmaDVCzpkoVRuHnjrqiHNUGUV1NLMv2xekpMLjtG8DEevyzGwSqpSIpybqcc7K5wKewYZBKZAdya3-w1200-h630-p)](https://docs.google.com/document/d/1C9V9pPpuu%5FbZAyLiYsoy58N29hqcwkM4xszymYDsAMM/edit?usp=sharing) _This post is for subscribers on the Exec+ membership tier only._ ### CMO Summit | San Francisco 2025 OnDemand URL: https://www.cmoalliance.com/cmo-summit-san-francisco-2025-ondemand-2/ Last updated: 2025-09-16T12:46:49.000Z Catch up with all the action from CMO Summit San Francisco 2025. Discover best practices and take away proven tactics from marketing experts from the likes of Extreme Networks, Sotheby's, Symplr & more. _This post is for paying subscribers only._ ### CMO Summit | Boston 2025 OnDemand URL: https://www.cmoalliance.com/cmo-summit-boston-2025-ondemand/ Last updated: 2025-09-16T11:27:03.000Z Catch up with all the action from CMO Summit Boston 2025. Discover best practices and take away proven tactics from marketing experts from the likes of Pfizer, . _This post is for paying subscribers only._ ### Growth levers audit checklist URL: https://www.cmoalliance.com/growth-levers-audit-checklist-framework/ Last updated: 2026-01-06T11:53:03.000Z ### What is the growth levers audit checklist? The growth levers audit checklist is a practical diagnostic tool designed for new and seasoned CMOs alike. It helps you systematically evaluate the core levers of growth (brand, demand, product marketing, lifecycle, operations, and alignment) so you can pinpoint strengths, gaps, and high-priority opportunities. Instead of jumping straight into campaigns or budget planning, this audit ensures you’re working from a clear, objective view of what needs fixing, what’s under-leveraged, and what deserves investment. ### What’s inside the checklist? The audit covers six critical growth areas, with prompts to rate each as **Working Well (✅)**, **Needs Attention (⚠️)**, or **Broken/Missing (❌)**, plus space for notes and actions: 1. **Brand & awareness** – Messaging consistency, share of voice, PR presence, influencer strategy. 2. **Demand generation** – Paid search/social ROI, SEO strategy, conversion performance, attribution. 3. **Product marketing** – Positioning, value propositions, sales enablement, competitive messaging. 4. **Lifecycle & retention** – Onboarding, upsell/winback programs, advocacy, churn insights. 5. **Operations & infrastructure** – Attribution setup, CRM/MarTech health, reporting, compliance. 6. **Internal alignment** – Sales/marketing definitions, GTM collaboration, cross-functional OKRs. The checklist also includes a summary section to capture your *top 3 quick wins* and *top 3 critical gaps*—helping you build a focused action plan. ## Download your growth levers audit checklist ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/09/growth-levers-audit.png) [Growth levers audit checklistGrowth levers audit checklist.docx2 MBdownload-circle](https://www.cmoalliance.com/content/files/2025/09/Growth-levers-audit-checklist.docx "Download") [Growth levers audit checklistGrowth levers audit checklist Why this audit matters: As a new CMO, it’s easy to jump straight into planning mode. But unless you understand which growth levers are healthy, under-leveraged, or broken, you risk optimizing the wrong things. This audit gives you a structured way to diagnose the cu…![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/kix-favicon-2023q4-12.ico)Google Docs![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AHkbwyK3bB1nld6W51Ct408b2pPYEak-5jku-EGlf6twJLMVIETJxUkeXy7FvnXfBRPFOtRuNKroRQ4BUcLzjAHdv_Rtw76UFJ_TpwxbOAqv9uIi49K0GsOr-w1200-h630-p)](https://docs.google.com/document/d/1%5Fpo7kE67L9JL1KXVLZDrvVSAaq3Cg5a9gcVj9dgaBW4/edit?usp=sharing) _This post is for subscribers on the Exec+ membership tier only._ ### Strategic bets & growth levers matrix URL: https://www.cmoalliance.com/strategic-bets-growth-levers-matrix-framework/ Last updated: 2025-09-16T06:31:45.000Z CMO Alliance's strategic bets & growth levers matrix is a decision-making framework that helps CMOs and marketing leadership teams surface, evaluate, and prioritize their biggest growth opportunities for the year ahead. Instead of trying to do everything, this matrix guides you towards making *deliberate, high-conviction bets* that are grounded in business context and resourcing realities (and which factor in potential upside). We've designed it to help you think like a growth-focused executive, not just a campaign manager. ### What’s inside the matrix? The framework is split into four sections (awareness, consideration, conversion, and retention), and helps you map out your key strategic bets and evaluate them against four criteria: 1. **Effort** – How much time, budget, and resourcing is required? 2. **Confidence** – How certain are you that this bet will pay off? 3. **Upside** – What is the potential business impact (e.g., revenue, growth, efficiency)? 4. **Strategic alignment** – Does this align with the company’s long-term vision and current goals? Each bet or initiative is scored across these dimensions, helping you quickly identify: - **High-conviction growth levers** worth doubling down on - **Speculative or emerging bets** to explore or test - **Expensive distractions** to delay or deprioritize The spreadsheet includes built-in scoring formulas and a clear visual summary—making it easy to communicate your thinking to stakeholders. In short, the matrix gives you a structured, transparent way to make smart decisions about where to invest time, energy, and budget—so you can drive results without spreading your team too thin. It also helps elevate marketing’s role in company strategy by tying marketing initiatives directly to business impact. Download your strategic bets and growth levers matrix ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/09/strategic-bets.png) [Strategic bets & growth levers matrixStrategic bets & growth levers matrix.xlsx122 KBdownload-circle](https://www.cmoalliance.com/content/files/2025/09/Strategic-bets---growth-levers-matrix.xlsx "Download") [Strategic bets & growth levers matrix![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/spreadsheets_2023q4.ico)Google Docs![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AHkbwyJQ2TOz-83_Air9E9xj9z9fnOnSjqCJEpgZTumPsFYPj2Kkj3adTj9DtFoRhKPXV7ONI5YpzM2n4T71IkkOpxUTxPmQSr3L7JUrtglzgJyqI4oL9H55-w1200-h630-p)](https://docs.google.com/spreadsheets/d/11Dl0reID23X5iLMVOsV%5Fjhbjvwb7cBsSq-sNGwHW5fM/edit?usp=sharing) _This post is for subscribers on the Exec+ membership tier only._ ### Annual marketing strategy framework URL: https://www.cmoalliance.com/annual-marketing-strategy-framework/ Last updated: 2025-09-16T06:33:14.000Z ## What is the annual marketing strategy template? Our annual marketing strategy template is a comprehensive framework designed to help CMOs and senior marketing leaders build a focused, measurable, and adaptable plan for the year ahead. The template works by distilling the complexities of strategic planning into a structured, actionable format, allowing you to align marketing efforts with business priorities, allocate resources effectively, and communicate your strategy clearly to stakeholders. Whether you're driving growth, entering new markets, or optimizing for efficiency, this template gives you the clarity and control to lead with confidence. ### Who's it for? This template is built for CMOs, and VPs/Directors of Marketing who want to: - Lead cross-functional planning sessions with conviction - Translate business objectives into concrete marketing actions - Prioritize high-impact campaigns and channel strategies - Present a professional, investor-ready marketing plan to the C-suite It’s particularly useful for fast-growing B2B organizations looking to operationalize marketing, manage complexity, and scale with intent. ### How to use it You can use the template in multiple ways depending on your planning style: - **Solo planning**: Use it as your go-to planning doc to organize priorities and present your strategy. - **Team workshops**: Walk through each section with your leadership team to align on direction and responsibilities. - **Board/Exec ready**: Customize and polish the template for high-stakes presentations to your CEO, board, or investors. - **Living document**: Revisit and refine the strategy quarterly as business needs evolve. The template is delivered as a downloadable, editable doc, ready for Google Docs, Word, or your preferred collaboration tool. ## Get your annual marketing strategy template ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/09/annual-marketing-strategy-framework.png) [Annual marketing strategy templateAnnual marketing strategy template.docx2 MBdownload-circle](https://www.cmoalliance.com/content/files/2025/09/Annual-marketing-strategy-template.docx "Download") [Annual marketing strategy templateAnnual marketing strategy template.pdf103 KBdownload-circle](https://www.cmoalliance.com/content/files/2025/09/Annual-marketing-strategy-template.pdf "Download") [Annual marketing strategy templateAnnual marketing strategy framework 1\. Business objectives Define your company-wide business goals for the year. E.g. Achieve $10M in ARR by Q4 Expand into the US market Improve customer retention to 90% 2\. Marketing goals Outline marketing-specific goals (e.g., increase brand awareness, gene…![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/kix-favicon-2023q4-2.ico)Google Docs![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AHkbwyKELlXNpqyQ0rZBhU3W_6F7lmEFoxpTuE98C7K4_5qNYLsbr8E8cQ5UG6KxpEX1gGV7o50MFQGn0F4w72jXVaquslbZEREjHrb9eZWQKkFW797QCEmi-w1200-h630-p)](https://docs.google.com/document/d/1qXbvXr4gnzO4Kv-qfjlWncoECZFvzQDyc4OJ%5FIF3R-A/edit?usp=sharing) _This post is for subscribers on the Exec+ membership tier only._ ### Balancing budgets, metrics, and brand: Lessons from my journey as a CMO URL: https://www.cmoalliance.com/lessons-from-my-journey-as-a-cmo/ Last updated: 2025-09-15T08:00:16.000Z I’ve always believed that marketing is one of the most complex and rewarding functions in business. It sits at the intersection of [technology](https://www.cmoalliance.com/4-pillars-of-ai-implementation-cmos-guide/), creativity, sales, [product](https://www.cmoalliance.com/which-comes-first-the-brand-or-the-product/), and finance. That’s both a privilege and a challenge. Over the course of my career, I’ve experienced this from multiple perspectives: I started out as a developer writing code, shifted into product management, did stints in sales, and eventually found my calling in marketing. Now, as CMO of Ordway, I lead marketing and product management teams with a perspective shaped by every stage of the go-to-market process. I’ve worked in tiny startups doing less than a million in [revenue](https://www.cmoalliance.com/what-is-revenue-marketing-video/) and in massive public companies pulling in over two billion. That range (from scrappy bootstrapping to navigating billion-dollar valuations) taught me how important [budgeting](https://www.cmoalliance.com/budget-friendly-marketing-strategies/), metrics, and strategic balance are to a company’s [growth](https://www.cmoalliance.com/what-is-growth-marketing/). I want to share what I’ve learned about three interconnected challenges every [CMO](https://www.cmoalliance.com/) faces: how to own your metrics and tell the right story, how to balance [short-term](https://www.cmoalliance.com/finding-balance-as-a-marketing-leader-between-short-and-long-term-goals/) demand with long-term brand, and how to advocate for your budget with both offense and defense in mind. Along the way, I’ll share some of the personal lessons I’ve picked up from walking in different roles and industries, as well as what continues to excite me about the future of marketing. [5 content marketing trends to keep an eye on in 2025Be ready to adapt, experiment with ideas and formats, and leverage AI wisely. All in all, it’s about delivering value to your audience.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--251.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Website_Article_Images_Doodles--30-.png)](https://www.cmoalliance.com/5-content-marketing-trends-in-2025/) ## **From developer to CMO: Why perspective matters** One of the best advantages I bring to the CMO role is perspective. I know how hard it is to sit in sales meetings with a quota looming, because I’ve done it. I know the pressure product teams face when roadmap commitments meet the realities of [limited resources](https://www.cmoalliance.com/10-strategies-to-drive-demand-generation-despite-budget-cuts/), because I’ve lived it. And yes, I know what it’s like to be deep in code, staring at bugs at two in the morning, trying to get a release out. That background makes me a better partner to sales leaders and product executives. As we say in the U.S., I’ve walked a mile in their shoes. It doesn’t mean I want their jobs (I’ve seen enough to know I don’t) but it does mean I have empathy for their challenges. When I sit down with a CRO, they know I understand the grind of hitting numbers. When I work with product leaders, they know I get the complexity of balancing [customer needs](https://www.cmoalliance.com/making-your-customers-your-growth-priority/) with engineering realities. Too often, marketing is seen as disconnected from the “real” revenue-driving work of the business. But if you’ve been on the other side, you know exactly how marketing can make or break those efforts. My mission as a CMO is always to position marketing as a true partner to sales, product, and finance. That starts with how we communicate our impact. ## **Owning the metrics and the story** Marketing today is obsessed with [metrics](https://www.cmoalliance.com/how-to-get-more-from-brand-marketing-analytics/), and rightly so. In the SaaS industry, if you can’t measure it, you can’t defend it. But there’s a risk in letting others define your metrics for you. Finance, [operations](https://www.cmoalliance.com/marketing-operations-in-product-marketing-strategy/), or even the board may use crude shortcuts to measure [marketing performance](https://www.cmoalliance.com/brand-marketing-vs-performance-marketing/): pulling a line item off an income statement, dividing total spend by new customers, or running a quick report from the CRM. The problem is, those numbers rarely tell the whole story. If you wait for someone else to define your metrics, you’ll always be on the defensive. I’ve found that the best approach is to **get ahead of the metrics** and define them yourself, backed by logic and consistency. For example, at every company I’ve worked, I’ve gone beyond just reporting raw lead counts. I measure how many of those leads are **BANT-qualified** – meaning they have Budget, Authority, Need, and Timing. That one filter instantly separates serious opportunities from noise. If 60% of your leads meet BANT criteria, then you don’t have a [demand generation](https://www.cmoalliance.com/6-steps-for-powerful-demand-generation/) problem. If you’re missing targets, the root cause is somewhere else: maybe product-market fit, maybe sales execution, maybe pricing. Another area where I’ve had to challenge assumptions is customer acquisition cost (CAC). Too often, finance teams define CAC by taking last quarter’s total [sales and marketing](https://www.cmoalliance.com/proactive-approach-sales-marketing-alignment/) expenses and dividing by the number of new customers. That approach ignores the nuance of what marketing dollars actually do. Many marketing expenses (like internal training videos or executive presentations) have nothing to do with acquiring new customers. If you don’t strip those out, you’re left with a distorted picture of acquisition cost. By defining CAC carefully, and explaining it proactively, I’ve been able to reframe the discussion and take ownership of that metric. The lesson here is simple: **if you don’t own the data and the story, someone else will write it for you**. [Social media’s true business value in 2025 \[eBook\]Unlock social media’s real ROI in 2025\. Discover how leading brands prove growth, revenue, and efficiency.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--252.png)CMO AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Social-media---s-true-business-value---in-2025-1.png)](https://www.cmoalliance.com/social-medias-true-business-value-in-2025/) ## **Choosing the right metrics for the right audience** Of course, not every metric matters to every stakeholder. Marketers love data points like open rates, page views, or session duration. But try putting those in front of a CEO or board, and watch their eyes glaze over. Executives care about what connects directly to growth: marketing-sourced bookings, influenced [revenue](https://www.cmoalliance.com/what-changes-when-marketing-gets-closer-to-revenue/), pipeline coverage, and return on the top budget line items. When I sit down with the CEO or CFO, I don’t talk about the 20 trade shows we sponsored. I focus on the big bets: if we spent $10 million on search ads, I need to show the return. If we invested in an SEO agency, I need to show the outcomes. I think of marketing spend like a stock portfolio. You don’t obsess over why every individual stock didn’t outperform the market. You care about the overall return. If 15 out of 20 investments are paying off, the portfolio is healthy. The same is true for marketing: review, learn, and adjust, but don’t let executives fixate on a single campaign when the bigger picture is strong. ## **The brand vs. demand balancing act** The hardest [challenge](https://www.cmoalliance.com/overcoming-modern-social-media-challenges-as-a-cmo/) CMOs face today is balancing short-term demand generation with long-term brand building. CFOs and boards naturally prefer performance marketing; it’s measurable and shows immediate ROI. But if you only invest in bottom-of-funnel demand, you’re mortgaging your future. In most established markets, only 10-20% of potential buyers are actively shopping in a given year. The other 80-90% will buy eventually when they switch jobs, roles, or [tools](https://www.cmoalliance.com/best-ai-powered-marketing-attribution-tools/). If you ignore them, you’re invisible when their buying moment comes. Research has shown for years that most buyers complete 60-80% of their research before ever talking to a sales rep. If your [brand](https://www.cmoalliance.com/top-strategies-for-creating-a-standout-brand-in-2025/) isn’t shaping that early research, you’ve already lost ground. This is where brand marketing matters. Unfortunately, “brand” can be a dirty word in software. Some CEOs hear “brand” and think “arts and crafts”. To overcome that, I’ve reframed the conversation around **recognition** (how many potential buyers have even heard of us?) and **reputation** (among those who know us, what do they think?). Every executive cares about reputation. Are we the company top talent wants to join? The one investors chase? The one customers talk about? When I frame brand investments in terms of reputation, I get far more nods around the table. Still, [brand budgets](https://www.cmoalliance.com/where-are-marketing-budgets-being-spent/) are often challenged, especially for PR, events, and general advertising. The debate is usually not “should we be there?” but “how much should we spend?” Should we pay a million dollars to be the platinum sponsor with Taylor Swift at the afterparty, or is the modest booth good enough? That’s a healthy discussion. But cutting brand altogether is a mistake I fight hard to prevent. ## **Playing offense and defense in budget negotiations** When it comes to budgeting, I think in terms of offense and defense. On **defense**, I make sure I understand what the [CEO and CFO really care about](https://www.cmoalliance.com/cmo-cfo-collaboration/). If they ask about something more than once, I take note. I prepare quick, data-backed answers for every major campaign, agency, or headcount. If I can explain in 30 seconds how an initiative ties to a corporate priority, the conversation moves on. If it takes five minutes, I know I’m in trouble. On **offense**, I walk in with a strategic plan. I show the total addressable market, our current share, and [growth rates](https://www.cmoalliance.com/measuring-success-growth-marketing-strategies/). If the market is growing 35% annually, should we be growing at 35% or should we aim for 50%? Should we expand our footprint in the Global 2000, or go deeper with existing accounts? Framing budget asks in terms of long-term growth, market share, and leadership makes the discussion far more strategic. I also bring **competitor data**. LinkedIn reveals how many employees they have in marketing. SEMrush and Ahrefs estimate their ad spend. Their social feeds show which events they’re sponsoring and we often know the price tags. When you can walk into a budget meeting and show, with evidence, that your competitors are outspending you in key channels, it changes the conversation. The key is in delivery: you can’t one-up your CEO or make them defensive. Present the data casually, weave it into discussion, and use it to build your case. [Go viral: A 5-step human-centered social strategyCreate social content your audience will love.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--253.png)CMO AllianceMolly Lopez![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Go-viral.png)](https://www.cmoalliance.com/go-viral-your-5-step-human-centered-social-strategy/) ## **Active listening and constant communication** One of the biggest lessons I’ve learned is that budgeting isn’t a once-a-year exercise. It’s an ongoing conversation. If you wait until Q4 to defend your programs, it’s too late. By then, the budget might already be cut. Instead, I show metrics and spending results proactively throughout the year (quarterly at minimum). I listen to the concerns the CEO or CFO raises, because those are the signals that will resurface later. Budget discussions are easier when you’ve been building [alignment](https://www.cmoalliance.com/proactive-approach-sales-marketing-alignment/) all year long. It’s also about relationships. The better you understand what “ticks” the other person (what excites them, what frustrates them) the better you can frame marketing’s impact in a way that resonates. ## **Pride and motivation: What keeps me going** On the personal side, my proudest achievement is being a father to three kids. Nothing in my career comes close. On the professional side, one milestone that stands out is writing a book on ecommerce. It was one of the hardest things I’ve ever done (pouring countless hours into writing while balancing a full-time job) but the sense of accomplishment was worth it. What excites me now is the future of marketing in the [age of AI](https://www.cmoalliance.com/how-ai-is-reshaping-search-in-2025/). There’s a growing temptation to let generative AI do all the work. But I’m convinced that [**human creativity**](https://www.cmoalliance.com/balancing-ai-and-human-creativity-in-modern-marketing/) **is irreplaceable**. AI can remix what already exists; humans can invent what doesn’t. Marketing has always been both left brain and right brain. Data, models, and metrics are vital, but so are [storytelling](https://www.cmoalliance.com/storytelling-the-secret-to-brand-loyalty-in-luxury-markets/), imagination, and positioning. The only way to stay ahead is to combine artificial intelligence with human intelligence. I remind my team constantly: don’t become solely dependent on technology. We hired you for your creativity, your ideas, your ability to surprise and delight. That’s what will differentiate us. [AI for Marketing Leaders eBookThe impact of artificial intelligence on the marketing industry is multifaceted and profound – and marketers in leadership positions are at the forefront of this transformation. To stay ahead, businesses must integrate AI into their strategies to enhance personalization, predict customer behavior, and scale content creation like never before. Our AI![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--254.png)CMO AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_AI_Marketing_Leaders_eBook__Blog-17.png)](https://www.cmoalliance.com/ai-for-marketing-leaders-ebook/) ## **Closing thoughts** Marketing will always involve tension: between metrics and storytelling, between brand and demand, between offense and defense in budgeting. But those tensions are what make it so impactful. If I’ve learned one thing, it’s this: **marketing’s role is to** [**connect the dots**](https://www.cmoalliance.com/brand-vs-demand-the-cmo-priority/) **across the business**. We translate product vision into customer value. We turn sales challenges into demand-generation strategies. We turn financial constraints into creative opportunities. I’ve walked in many shoes across my career, and that’s given me an appreciation for how hard each function is. But it’s also given me clarity: marketing has the power to unify, to drive growth, and to shape reputation. Budgets will always be tight. Metrics will always be debated. AI will always threaten to automate what we do. But as long as we keep both our left brain and right brain engaged – combining rigor with creativity, [data with storytelling](https://www.cmoalliance.com/crafting-data-driven-narratives-that-resonate/) – I believe marketing will continue to be one of the most exciting, impactful roles in business. ### From insights to income: Strategies for creating new revenue streams URL: https://www.cmoalliance.com/from-insights-to-income-strategies-for-creating-new-revenue-streams/ Last updated: 2025-10-27T08:38:34.000Z If you’re like a lot of marketing leaders out there, you probably feel the pressure to [justify your budget](https://www.cmoalliance.com/negotiating-marketing-budgets/) and prove your team’s value. But what if you could flip that script? Imagine your team being recognized not as a cost center, but as the engine of growth – the group that consistently creates new revenue streams and positions the organization for the future. That shift doesn’t happen by accident. It requires a deliberate process for spotting opportunities, turning insights into action, and demonstrating results that matter to the business. In this article, I’ll walk you through a framework for identifying [new opportunities](https://www.cmoalliance.com/6-steps-to-a-successful-market-expansion/), share real-world case studies to spark ideas, and outline my go-to process for exploring new revenue streams. Let’s dive in. ## Frameworks for identifying new revenue streams As marketers, we’re often great at spotting trends, but it’s crucial to have a process in place to turn those insights into new revenue streams. The framework for identifying these opportunities has three key components: 1. Leveraging existing assets 2. Building great creative 3. Gathering member insights Let’s take a closer look. For expert insights like this straight to your inbox twice a month, sign up for Pro+ membership. You'll also get access to 10 certifications, a complimentary Summit ticket, and 100+ tried-and-true templates. So, what are you waiting for? [Fast-track your marketing career ](https://www.cmoalliance.com/pro-plus-membership/?utm%5Fsource=ghost&utm%5Fmedium=resources&utm%5Fcampaign=content) ### Leverage your existing assets I'm a big believer in looking at what you already have before you go looking for a big new budget to build something from scratch. This can be as simple as changing the [value proposition](https://www.cmoalliance.com/value-proposition-template-and-example-framework-2/) of an existing product or service without changing the product itself. At GE, we did this with a product, and our sales team credited us with **10% year-over-year growth**. You should also explore product or service extensions, add-ons, or [partnerships](https://www.cmoalliance.com/how-to-build-strong-retail-partnerships-through-fieldwork/). When I was CMO at Girl Scouts of the USA, almost a third of our revenue came from licenses and royalties. So, look for adjacencies where you can create a win-win partnership. ### Good creative starts with asset coverage Simply put, asset coverage is the number and variety of creative assets built to ensure a campaign achieves optimal efficiency. It includes asset type (e.g., text, image, and video), asset size and ratio, and asset length. I always follow the core ABCDs of good creative: - **Attention:** Hook and sustain attention with an immersive story. - **Branding:** Brand early, often, and richly. - **Connection:** Help people think or feel something to get them engaged. - **Direction:** Ask them to take action with a clear call to action. [![A slide titled "Core ABCDs" with four colored boxes representing the four principles of good creative: Attention, Branding, Connection, and Direction. Each box contains a short description and a bulleted list of key actions.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/09/data-src-image-8ab36f18-4f35-4d74-8efd-88c868655371.png)](https://www.cmoalliance.com/from-insights-to-income-strategies-for-creating-new-revenue-streams) It’s also important to consider coverage in terms of the [marketing funnel](https://www.cmoalliance.com/the-key-stages-of-the-growth-marketing-funnel/). When I first joined the American Bar Association, I took a hard look at our marketing funnel and noticed that over 80% of our budget was being spent at the top of the funnel. We were putting a lot of money into acquiring new members, but doing almost nothing to reinforce the value of membership or encourage involvement. This is a huge oversight if you’re looking to [build loyalty](https://www.cmoalliance.com/9-retention-marketing-strategies/) and retention. _This post is for paying subscribers only._ ### The new shape of marketing: How AI empowers specialists [Video] URL: https://www.cmoalliance.com/the-new-shape-of-marketing-how-ai-empowers-specialists-video/ Last updated: 2025-09-10T12:02:55.000Z --- --- ### How CMOs can improve AI implementation URL: https://www.cmoalliance.com/how-cmos-can-improve-ai-implementation/ Last updated: 2025-09-10T07:51:38.000Z For the vast majority of CMOs, the pressure to get their [marketing teams](https://www.cmoalliance.com/what-does-a-marketing-operations-team-structure-look-like/) to integrate AI into their processes is immense. It’s no wonder the latest [State of Agile Marketing (SOAM) Report](https://www.agilesherpas.com/state-of-agile-marketing-report) from AgileSherpas found that 93% of marketers were at least considering AI integration. The writing is on the wall: AI is a vital tool for remaining [competitive](https://www.cmoalliance.com/turning-marops-planning-into-your-competitive-advantage/). However, despite all that pressure, only 17% have managed to successfully [implement AI](https://www.cmoalliance.com/4-pillars-of-ai-implementation-cmos-guide/) fully. That’s a massive gap that points to just how difficult AI is for marketers to get right. From senior leaders down to everyday marketers, people are struggling to harness the capabilities of marketing AI and translate it into real [ROI](https://www.cmoalliance.com/how-influencer-marketing-can-be-a-revenue-driver-video/). Fortunately, this report offers data-driven insights into what types of marketers are far ahead of their competitors on AI and what’s driving their success. ## **The immense impact of AI integration in marketing** First, it’s worth looking a bit closer at the impact full AI integration has on marketing. Here, the SOAM data told a clear story. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/09/data-src-image-6a6e444c-34d2-43d6-8a98-ee70e0f9f003.png) The more successful marketers were, the more likely they were to have fully [integrated AI](https://www.cmoalliance.com/artificial-intelligence-in-marketing-boosting-efficiency-and-creativity/) into their processes. In fact, those not considering AI at all were by far the most likely to be “hardly successful.” It’s not difficult to understand why this might be the case. AI can [automate processes](https://www.cmoalliance.com/ways-to-increase-revenue-marketing-automation/), enhance productivity, and enable single marketers to accomplish far more than before. But getting to that point takes time, effort, and resources. Marketers and their teams need to experiment, iterate, and take the time to figure out what [tools](https://www.cmoalliance.com/best-ai-powered-marketing-attribution-tools/) and use cases really move the needle for them. ## **One type of marketer is ahead on AI** If mentions of experimentation and iteration brought [agile](https://www.cmoalliance.com/your-guide-to-agile-marketing/) to mind, that’s no coincidence. The SOAM report found that fully agile marketers were far more likely to successfully implement AI compared to their less or non-agile peers. In fact, despite surveying hundreds of marketers, the survey was unable to find a single non-agile marketer who had found [AI success](https://www.cmoalliance.com/how-ai-is-reshaping-search-in-2025/). ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/09/data-src-image-6ca9ed9e-fd74-4852-8a74-3eb528dcef41.png) Beyond the fact that agility aids in AI implementation, the [relationship](https://www.cmoalliance.com/ways-ai-can-help-you-build-stronger-connections-with-your-customers/) between the two is more symbiotic. Two thirds of fully agile teams reported that AI significantly enhanced their agility. Overall then, if fully agile marketers alone are more than 3x as likely to fully integrate AI into their work compared to somewhat agile marketers, what explains the difference? ## **What makes agile marketers adept at AI?** ### **Autonomy** Agile marketers tend to have far more autonomy compared to their non-agile counterparts. The survey found that 82% of extremely successful marketers reported having such autonomy. When AI implementation comes in the form of a mandate telling teams what tools to use and how, outcomes suffer. With so many AI tools and use cases out there, it’s essential that teams have the opportunity to explore for themselves. ### **Experimentation** It’s extremely unlikely even the best marketing team is going to nail AI implementation on the first try. [Experimentation and iteration](https://www.cmoalliance.com/how-cmos-can-keep-up-with-ai-innovations/) are crucial for confirming what works and adapting as AI technology evolves. But the reality is that experimentation doesn’t come easily to all marketers. Agile marketers, by contrast, have a culture built around experimentation, iteration, and continuous improvement. Testing AI comes easily because they're already used to testing new marketing tools. ### **Focus** A common challenge of AI implementation in marketing is simply knowing where to start. There are new tools being released daily and figuring out what to test can feel like trying to drink from a fire hose. But agile marketers excel at prioritization, with 72% of extremely successful marketers reporting they focus on a few high-value activities at a time. That practice of identifying what’s worth testing and what work is going to deliver the most value to stakeholders is immensely helpful when sorting through endless AI options. Trying to test and experiment with too many tools and use cases at once makes it difficult to make reliable [data-driven](https://www.cmoalliance.com/how-you-can-go-from-data-driven-to-data-informed-2/) decisions about what works and what doesn’t. ## **What CMOs can do** The data here tells a clear story: agile ways of working make marketers far better at implementing AI. But how can CMOs act on that information? The SOAM report also surveyed marketers about agile [education and training](https://www.cmoalliance.com/training-skilled-field-marketers/) methods to understand which were most effective at developing those crucial AI-related [skills](https://www.cmoalliance.com/adaptability-resilience-and-the-value-of-diverse-experience/). ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/09/data-src-image-5a737911-a3b3-4dfb-af43-c5d4471e3522.png) Certification programs come out as the most valuable, but also carry higher costs. Self-paced [video](https://www.youtube.com/@CMOAlliance/videos) learning is generally more flexible and affordable, and both free and paid options are rated highly by marketers. Overall though, all the educational tools listed, including AI, were generally seen as valuable. So CMOs have plenty of options for targeted training of key leaders or mass training of entire teams or departments. However, CMOs choose to approach agile education, it’s clear that effective AI implementation requires thinking about those basic [skills](https://www.cmoalliance.com/the-ai-revolution-how-gtm-leaders-can-navigate-the-next-1-3-years/) first. Starting with AI misses the fact that basic skills like experimentation are essential foundations for long-term success. ### 2025 EMEA Digital Engagement Benchmarks Report URL: https://www.cmoalliance.com/2025-emea-digital-engagement-benchmarks-report/ Last updated: 2026-08-26T11:32:19.000Z [Download the report](https://share-eu1.hsforms.com/1OASRhtLoQpe-FE8%5FUe3O6A2b1vun) #### **How are top marketers using webinars, virtual events, and AI to drive engagement, conversions, and revenue?** Get your free copy of the **2025 EMEA Digital Engagement Benchmarks Report** and discover how leading brands are capturing attention, personalizing experiences, and scaling results across digital channels. Based on millions of data points from webinars, virtual events, and content experiences across EMEA in 2024 – with global comparisons – you’ll get a front-row seat to what’s working *right now*. --- ## Grab your free copy: --- ## What you’ll learn: 📊 **The new rules of engagement**: See how audience behavior is shifting, and what that means for your webinar and on-demand content strategy. 🤖 **AI and personalization in action**: Understand how AI is powering hyper-personalized content and boosting conversion rates. 🌍 **Benchmark your performance**: Get the latest EMEA benchmarks for attendance, engagement, and conversion across formats and industries. 🚀 **Why EMEA leads in AI-generated content**: Learn how top-performing companies are scaling impact through AI-powered content creation. ✅ **Proven tactics for 2025**: Walk away with actionable strategies to improve engagement, extend content value, and drive better ROI. --- [Download the report](https://share-eu1.hsforms.com/1OASRhtLoQpe-FE8%5FUe3O6A2b1vun) --- ## Who is ON24? [**ON24**](https://www.on24.com/) is on a mission to help businesses bring their go-to-market strategy into the AI era and drive cost-effective revenue growth. Through its leading intelligent engagement platform, ON24 enables customers to combine best-in-class experiences with personalisation and content, to capture and act on connected insights at scale. ON24 provides industry-leading companies, including 4 of the 5 largest global software companies, 3 of the 5 top global asset management firms, 3 of the 5 largest global pharmaceutical companies and 3 of the 5 largest global industrial companies, with a valuable source of first-party data to drive sales and marketing innovation, improve efficiency and increase business results. ### The right way to build influencer marketing strategies URL: https://www.cmoalliance.com/evolving-influencer-marketing/ Last updated: 2025-09-10T07:49:49.000Z Navigating the world of [influencer marketing](https://www.cmoalliance.com/why-is-influencer-marketing-important/) is crucial for businesses striving to make a mark. Influencer marketing is increasingly becoming a core topic in [marketing leadership](https://www.cmoalliance.com/marketing-leadership-career-advice-for-2024/) discussions, with influencers viewed as the new form of media. Platforms like [TikTok](https://www.tiktok.com/@cmo.alliance) are surpassing traditional media in usage and visibility, with creators and influencers driving huge volumes of traffic. However, the [marketing strategies](https://www.cmoalliance.com/budget-friendly-marketing-strategies/) built around these influencers often face challenges. I'm Mike Jaconi, founder and CEO of Button, a mobile experience platform. I've witnessed firsthand the transformative impact of [influencer marketing](https://www.cmoalliance.com/influencer-marketing-the-perfect-combination-of-brand-and-performance/) across various industries. My journey has been about adapting to this ever-changing domain, ensuring we're not just keeping up, but also setting trends in how businesses and influencers [collaborate](https://www.cmoalliance.com/cmo-cfo-collaboration/). In this article, I'll share insights into the complexities and opportunities within influencer marketing, outlining strategies for success in a market where [authenticity](https://www.cmoalliance.com/ai-in-marketing-authenticity-personal-branding-and-the-rise-of-ai-agents-video/) and technological advancements are key. ***Prefer to listen? Check out Michael's appearance on the CMO Convo podcast*** 👇 ## The rise of influencers in B2B marketing Influencer marketing is diversifying rapidly, with new types and models emerging constantly. Traditionally, influencers showcased products, [leading to sales and revenue generation](https://www.cmoalliance.com/marketing-ops-the-key-to-sales-and-marketing-success/). However, we're now seeing influencers evolve into business owners. For instance, Ryan Reynolds' involvement with brands like Aviation Gin and Mint Mobile demonstrates how an influencer can use their status to drive value, not just for a single product, but for entire businesses. This shift is significant in [both B2B and B2C contexts](https://www.cmoalliance.com/applying-b2c-tactics-in-b2b-marketing/), and we're only at the beginning of it. Historically, the model revolved around brands paying celebrities for endorsements without a direct financial return. However, as the digital economy becomes increasingly central globally, new models are emerging that offer exciting opportunities for [creators](https://www.cmoalliance.com/influencer-marketing-the-perfect-combination-of-brand-and-performance/) and influencers. Currently, influencers engage in sponsorship, earn commissions on sales, or take on brand ownership roles. But the future holds more [innovative](https://www.cmoalliance.com/cultural-flexibility-for-marketing-creativity/) models where influencers could share in ad revenue or the value they generate per impression. This evolution promises to introduce new economic structures that are just beginning to take shape in the [influencer marketing landscape](https://www.cmoalliance.com/navigating-cultural-sensitivity-in-global-influencer-campaigns/). ## What are the main challenges in influencer marketing? Influencer marketing, despite its power, faces significant [challenges](https://www.cmoalliance.com/overcoming-modern-social-media-challenges-as-a-cmo/). Firstly, the shopping experiences influenced by mobile-based influencers are often poor. After being influenced, shoppers frequently encounter unsatisfactory shopping experiences. Secondly, there's a substantial issue with attribution. Many influencers don't receive due credit for the sales and traffic they generate for [retailers](https://www.cmoalliance.com/how-retail-brands-can-break-the-cycle-of-influencer-abuse/). Lastly, influencers, who often operate as sole proprietors, lack the engineering and product [resources](https://www.cmoalliance.com/what-does-a-marketing-operations-team-structure-look-like/) necessary to develop, test, and innovate solutions that could enhance their value and increase revenue. Similarly, retailers often don't have the resources to provide the required [technology](https://www.cmoalliance.com/naming-in-the-age-of-ai-how-technology-is-changing-the-way-we-brand/) and infrastructure to support these innovations. While platforms like TikTok and [Instagram](https://www.instagram.com/cmo%5Falliance/?hl=en) have integrated shopping features, like Shopify, the real challenge lies in the shopping experience outside these platforms. Most shoppers frequent big retail sites, and ideally, if they shop on mobile, they should be using the mobile apps of these retailers. The breakdown in user experience occurs when a shopper, influenced by an influencer, is directed to a mobile web view within a [social media](https://www.cmoalliance.com/social-media-intelligence-for-marketing-impact/) app, rather than the retailer's app. This web view lacks stored authentication, payment details, and often leads to a loss of the selected product upon login. In contrast, when using technology that we at Button have developed, we've seen our retailers experience increases in [social media](https://www.cmoalliance.com/go-viral-your-5-step-human-centered-social-strategy/) traffic conversion rates of three to four hundred percent. Our technology creates a seamless bridge from the social media application to the retailer's app, enhancing the shopping experience. This approach allows users to shop in an environment where they don't have to log in repeatedly or enter payment details, significantly reducing the number of steps – from nearly 200 clicks to just three or four – to make a purchase. This dramatic reduction in effort not only benefits the marketer, seeing their highest value and [lifetime value](https://www.cmoalliance.com/how-to-calculate-and-increase-customer-lifetime-value-clv/) users inside their app, but also provides an enjoyable and seamless journey for the user. Our focus is on rectifying this experience to ensure a win-win situation for all parties involved. The fundamental belief is that no experience can compare to shopping within an app, especially in terms of [conversion rates](https://www.cmoalliance.com/measuring-success-growth-marketing-strategies/), identity and payment authentication, and shipping details. Despite efforts to optimize web experiences, they don't match the efficiency and effectiveness of app-based shopping. Therefore, it's essential to focus on directing users to the retailer's app for the best shopping experience. ## Addressing data protection concerns in influencer marketing Data protection is a crucial concern in [influencer marketing](https://www.cmoalliance.com/harnessing-influencer-marketing-to-capture-first-party-data/). Marketers need to ensure they maintain user anonymity in their attribution methodologies. Companies like Button are making significant progress in creating fully anonymized journeys, allowing marketers to [track attribution](https://www.cmoalliance.com/dark-social-tracking-and-leveraging-private-sharing/) without compromising user privacy. Consumers are increasingly wary of their data being misused, preferring [privacy-first approaches](https://www.cmoalliance.com/ai-and-the-art-of-b2b-marketing-privacy-governance-and-opportunity/). Our platform addresses these challenges, aligning with the privacy-first stance and contributing to our business's rapid growth. Brands that guarantee data protection are more likely to win the trust of influencers, as it assures them that their audience won't face uncomfortable situations. This [trust](https://www.cmoalliance.com/why-marketing-needs-better-data/) is vital, not just with consumers but also with influencers. Retail marketers often treat influencers as a subset of consumers, operating as individual entities. Catering to influencers requires viewing them as another important constituency in marketing efforts. [Zero-party data vs. first-party data: Top strategies for a privacy-first worldAs privacy regulations tighten and third-party cookies disappear, you must prioritize zero-party data and first-party data.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--260.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Doodles--27--1.png)](https://www.cmoalliance.com/zero-party-data-vs-first-party-data/) ## Challenges in attribution within influencer marketing Attribution should be straightforward, but several issues complicate it. The primary challenge involves app and web link routing decisions. When a user transitions from one experience to another, tokens essential for tracking can be lost, especially when navigating into the web outside the browser experience of a social media application. Preserving [attribution](https://www.cmoalliance.com/what-are-the-main-types-of-marketing-attribution/) while maintaining identity protection is essential. Social media platforms often make it difficult for creators to maintain attribution for outbound clicks. At Button, we've developed machine learning solutions to identify where a user experience might break down or lose attribution, and we create models to preserve this in a privacy-first manner. The breakdown in attribution is a significant systemic issue, affecting not just the user experience but also the livelihood of influencers, who often lose a substantial portion of their potential earnings due to these [challenges](https://www.cmoalliance.com/fractional-cmo-roles-benefits-and-challenges/). ## Evolving perspectives on influencer compensation A few years ago, the prevalent thought among many in the marketing industry was that underpaying influencers was a cost-saving measure. However, this perspective has shifted significantly. There's now a greater emphasis on fairness and transparency. Marketers are increasingly acknowledging the importance of crediting and compensating both internal [team members](https://www.cmoalliance.com/aligning-gtm-teams-and-the-c-suite-in-the-ai-era/) and external influencers for their contributions. This change reflects a broader evolution in attitudes, underscoring the importance of treating creators and influencers with respect and fairness, recognizing the significant influence they wield. ## The importance of micro-influencers The influencer market has undergone a substantial transformation. Previously, the typical image of an influencer was akin to high-profile celebrities endorsing products on [social media](https://www.cmoalliance.com/social-medias-true-business-value-in-2025/) for substantial sums. However, the current landscape is more diverse, with a focus on [micro-influencers](https://www.cmoalliance.com/the-rise-of-micro-influencers/) who are experts in their fields and create valuable content. These influencers, especially on platforms like TikTok and Instagram, are providing in-depth tutorials and assisting people from various walks of life. Ensuring these influencers are compensated fairly for the value they provide is as important as paying employees for their contributions to a company. Micro-influencers are becoming increasingly important in the influencer marketing space. For instance, The Wire Cutter, known for its detailed product reviews, can be seen as a collection of micro-influencers, each expert in their respective fields. This trend of expert-driven, detailed content creation is being replicated by independent creators on platforms like TikTok and Instagram. Looking ahead, the exciting aspect will be the evolution of technology that enhances the experiences of these creators and the value they derive from their influence. ## Bridging the attribution gap in influencer marketing Influencer marketing is primarily measured through affiliate channels, but many retailers lack an app strategy for this. It's crucial to set up and integrate your app with your affiliate marketplace or partnership marketplace software. Providers like Impact, CJ, Partnerize, Awin, and Rakuten offer solutions in the mobile ecosystem, and Button, as a leader in this area, has partnered with these networks to ensure proper attribution for retailer apps. Marketing departments need to decide how much emphasis they will place on influencer marketing. Attribution models currently focus on measuring [direct sales](https://www.cmoalliance.com/5-practical-steps-to-sales-and-marketing-alignment/) from influencer activities. Some marketers also engage in co-branding with influencers, which isn't measured in the same direct way. Therefore, companies must determine how to attribute [ROI](https://www.cmoalliance.com/measuring-the-roi-of-field-marketing/) to the influence these partners deliver. Marketers are often under-resourced and expected to achieve more with less. A platform like Button enables a level of experimentation that is unique in the market. For instance, you can treat every click from a specific platform or influencer differently. This capability allows marketers to derive significant learnings, such as showing specific audience types a coupon to boost [conversions](https://www.cmoalliance.com/how-to-build-a-marketing-mix-that-drives-results/) or optimizing experiences for high-monetizing audiences. It's essential to continuously experiment and test new approaches to maximize value. By addressing these key areas (integrating app strategies, focusing explicitly on influencer marketing, and continuously experimenting with different approaches marketers can effectively bridge the attribution gap. This ensures fair compensation for influencers and delivers greater value for both retailers and their marketing teams. [How are CMOs structuring their teams in 2025?The modern CMO isn’t just a marketer and the departments they lead in 2025 reflect that: agile, accountable, and aligned to what matters most.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--261.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/how-CMOs-are-structuring-teams-2.png)](https://www.cmoalliance.com/how-are-cmos-structuring-their-teams-in-2025/) ## The future of influencer marketing: Blending social apps and commerce The increased flexibility and ability to experiment within [influencer marketing campaigns](https://www.cmoalliance.com/5-examples-of-successful-influencer-programs/) significantly benefit both marketers and CMOs. This evolution allows for more creative collaborations with a diverse range of influencers, leading to more [innovative](https://www.cmoalliance.com/building-a-creative-culture-as-a-cmo/) and effective campaigns. With the influencer market rapidly expanding, more individuals are becoming full-time influencers, suggesting that this channel will continue to grow. To foresee the future of influencer marketing, we look to the [trends](https://www.cmoalliance.com/5-content-marketing-trends-in-2025/) emerging in Eastern markets, particularly China. These markets indicate that the creator and influencer economy is not just thriving but also expanding considerably. This insight suggests that the influencer market in the West will likely follow a similar trajectory. In the coming years, we can expect a closer integration of social apps with influencer experiences. Current social app advertising models are under scrutiny, particularly concerning data privacy. A shift towards commerce-based models could offer more [privacy-friendly](https://www.cmoalliance.com/building-brand-trust-in-a-new-era-of-data-privacy-cmo-summit-new-york-2023-video/) solutions while providing real value for both creators and marketers. Platforms like TikTok are likely to become increasingly shopping-oriented, influencing other social platforms to follow suit. Despite being a buzz topic for many years, the true fusion of social and shopping experiences is just beginning to materialize, gearing up for significant changes in how influencer marketing operates. ## Embracing emerging technologies in influencer marketing Emerging technologies like augmented reality and new developments like the Apple headset present significant opportunities for innovative influencer engagements. These technologies open up exciting possibilities for retail marketing, allowing for more immersive and interactive experiences. As these [technologies](https://www.cmoalliance.com/can-ai-unlock-your-brands-humanity/) evolve, they offer fresh avenues for influencers and creators to engage with their audiences in novel and impactful ways. The future of influencer marketing and online retail is brimming with potential. At Button, our focus has always been on a privacy-first approach, coupled with a strong drive to propel commerce. This foundation positions us well to leverage these emerging technologies effectively. We are excited about the possibilities these advancements bring and confident in our ability to adapt and innovate in this evolving landscape. The focus on driving commerce, with a privacy-first mindset, will enable the emergence of new models and strategies in influencer marketing, making this an exhilarating time for those involved in the field. ### AI in marketing: Authenticity, personal branding, and the rise of AI agents [Video] URL: https://www.cmoalliance.com/ai-in-marketing-authenticity-personal-branding-and-the-rise-of-ai-agents-video/ Last updated: 2025-09-04T09:32:51.000Z --- --- ### Preparing for the AI revolution: A CMO's playbook for the future URL: https://www.cmoalliance.com/preparing-for-the-ai-revolution/ Last updated: 2025-09-03T10:02:23.000Z In 20 years of observing shifts in marketing, I’ve rarely seen a wave as strong, fast, and disruptive as the one AI is unleashing today. We are at the intersection of possibility and chaos, a place where [CMOs](https://www.cmoalliance.com/how-are-cmos-structuring-their-teams-in-2025/) are either going to redefine their legacy or be remembered as leaders who froze in a time of transformation. But here’s the uncomfortable truth: AI is not “coming”, it's already here. From predictive analytics and generative content creation to [hyper-personalized customer experiences](https://www.cmoalliance.com/personalization-in-marketing-automation/) and supply chain optimizations, AI has permeated the marketer’s toolkit. And yet, the very power that excites us can also lull us into a dangerous overreliance that erodes the human essence of brand-building. The [challenge for CMOs](https://www.cmoalliance.com/what-are-the-biggest-challenges-facing-cmos-and-marketing-leaders/) is no longer whether to embrace AI, it’s how to integrate it in a way that elevates [human creativity](https://www.cmoalliance.com/balancing-ai-and-human-creativity-in-modern-marketing/), [strategic thinking](https://www.cmoalliance.com/the-secret-to-successful-long-term-marketing-plans/), and brand [authenticity](https://www.cmoalliance.com/brand-loyalty-in-the-era-of-social-media-and-short-attention-spans/) rather than replacing them. In my experience leading marketing transformations across industries and continents, the CMOs who will thrive are those who think of AI not as a crutch, but as a compass. This playbook is my blueprint for that [journey](https://www.cmoalliance.com/customer-journey-map-template-framework/). [AI-powered innovation: Transforming ABM for the next eraDiscover how AI is revolutionizing ABM strategies with smarter segmentation, sales alignment, and measurable impact for growth-focused teams.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--247.png)CMO AllianceJoanna Moss![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AI-powered-innovation---Transforming-ABM.png)](https://www.cmoalliance.com/ai-powered-innovation-transforming-abm/) ## **1\. Redefining the CMO’s role in the AI era** Traditionally, the CMO’s value lay in brand vision, consumer insight, and creative leadership. In the AI era, those still matter but they are joined by new [responsibilities](https://www.cmoalliance.com/startup-cmos-what-do-they-have-in-common/): AI strategy architect, data ethics custodian, and change management leader. ### **From brand storyteller to brand systems designer** The future CMO must think in systems, designing brand ecosystems that learn and adapt through AI without losing their soul. A campaign is no longer a “launch and leave”; it’s an evolving dialogue, shaped by data streams and guided by human judgment. ### **From insight interpreter to insight orchestrator** AI will deliver insights faster than any focus group could, but it’s still the CMO’s job to ask the right questions, sense-check the outputs, and make the leap from numbers to narratives. In the Middle East, for example, I’ve seen retail CMOs [leverage AI](https://www.cmoalliance.com/artificial-intelligence-in-marketing-boosting-efficiency-and-creativity/) to predict Eid shopping spikes down to SKU-level demand. But it wasn’t the AI alone, it was the CMO’s human understanding of cultural nuance that shaped the winning promotion mix. ## **2\. The novel playbook for AI-empowered marketing teams** Here’s the framework I believe every CMO should implement: ### **A. Talent architecture** Your future-ready team needs three pillars: **The data-driven strategist:** Understands how to ask the right business questions and turn AI insights into actionable plans. **The human storyteller:** Masters [emotional connection](https://www.cmoalliance.com/story-masters-4-emotional-connections-in-brand-stories/), crafting campaigns that algorithms can optimize but not originate. **The AI operations specialist:** Knows the [tools](https://www.cmoalliance.com/best-ai-powered-marketing-attribution-tools/), workflows, and integrations that keep AI running smoothly. ### **B. Culture of co-creation** AI should be treated like the smartest intern you’ve ever had fast, capable, but still learning. Encourage your team to [collaborate](https://www.cmoalliance.com/cmo-cfo-collaboration/) with AI rather than outsource thinking to it. At a multinational I consulted for, we made it policy that AI-generated creative drafts must be reviewed and reinterpreted by humans before client presentation. This simple rule not only improved campaign quality but also preserved the team’s creative pride. ### **C. Continuous learning loops** The AI landscape changes monthly. Build in quarterly “AI innovation sprints” where your team experiments with new tools, shares learnings, and decides which ones to [scale](https://www.cmoalliance.com/scale-your-marketing-operations-without-losing-your-mind/). [AI and Marketing Leadership: Skills for 2025AI is transforming go-to-market faster than most leaders realize. This article explores the critical skills, tools, and mindsets marketing leaders need to future-proof their careers and build resilient strategies.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--249.png)CMO AllianceAngeley Mullins![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight.png)](https://www.cmoalliance.com/the-ai-revolution-how-gtm-leaders-can-navigate-the-next-1-3-years/) ## **3\. Resource management in the AI age** AI doesn’t mean unlimited efficiency. If anything, the speed of AI output risks overloading teams with too many ideas and too little focus. ### **Budget allocation** Reserve at least 15–20% of your [annual marketing budget](https://www.cmoalliance.com/where-are-marketing-budgets-being-spent/) for AI experimentation and training. ### **Time management** AI can save hours in execution, but you must reinvest that time in strategic thinking and creative refinement not just producing more content. ### **Technology governance** Avoid “AI tool creep.” Too many overlapping platforms create inefficiencies. Adopt a single source of truth approach where data flows through unified dashboards. A US-based travel brand I worked with learned this the hard way: they subscribed to six AI tools for [personalization](https://www.cmoalliance.com/personalizations-power-in-modern-advertising/), all promising similar benefits. The overlap caused data silos, and the result was inconsistent customer messaging. Once we consolidated to two core platforms, ROI jumped by 38% in six months. ## **4\. The human element: Why overreliance is the silent threat** AI can simulate empathy; it cannot feel it. It can predict behavior; it cannot truly understand aspiration. Overreliance risks brands sounding automated, losing the imperfections and unpredictability that make human connections powerful. One of my personal rules: Every AI-led insight should pass through a “human resonance filter.” Before greenlighting any campaign, ask: Does this make a human feel something genuine? Would I share this with a friend and feel proud? In China’s booming live-commerce sector, AI helps match [influencers](https://www.cmoalliance.com/why-is-influencer-marketing-important/) to products instantly. But the highest sales still come from charismatic hosts who connect on a personal level. That tells us AI’s role is to enable not replace the human spark. ## **5\. A vision for the next decade** The CMO of 2035 will be: - Part creative director, part data scientist - Fluent in both machine learning and behavioral psychology - A steward of brand trust in an era where misinformation can be AI-generated in seconds We will see hyper-personalized brand universes, where every consumer’s journey is uniquely theirs curated by AI, but emotionally authored by humans. We will also see CMOs act as societal leaders, setting ethical boundaries for AI use in advertising, ensuring brands don’t just sell but also contribute positively to human progress. [AI-powered lead scoring: The secret to winning more dealsUnlock pipeline efficiency and close more deals with AI-powered lead scoring. Discover how it transforms sales qualification and boosts revenue.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--250.png)CMO AllianceSameer Danave![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AI-powered-lead-scoring-The-secret-to-winning-more-deals------Sameer-Danave-----Aziro-1-1.png)](https://www.cmoalliance.com/ai-powered-lead-scoring-the-secret-to-pipeline-efficiency-and-closing-more-deals/) ## **Recommendations for CMOs preparing today** ### **Audit your AI maturity** Know which functions can benefit most from AI now and which require human dominance. ### **Build dual skill pathways** Train your creatives in data literacy and your analysts in [storytelling](https://www.cmoalliance.com/storytelling-the-secret-to-brand-loyalty-in-luxury-markets/). ### **Implement ethical guidelines** Transparency in AI use will be a [competitive advantage](https://www.cmoalliance.com/turning-marops-planning-into-your-competitive-advantage/). ### **Measure human impact** Beyond engagement rates, track customer trust, brand sentiment, and loyalty. ### **Lead with vision, not tools** AI will change every quarter; your North Star should remain human connection. ## **Final word** AI will not replace the CMO but the CMO who refuses to adapt will be replaced by one who does. The AI revolution is not a storm to wait out; it’s the wind to harness. Done right, it can elevate marketing from transactional persuasion to transformational influence. ### The messaging cheat sheet URL: https://www.cmoalliance.com/messaging-cheat-sheet-framework/ Last updated: 2025-09-02T12:00:25.000Z [Strong messaging](https://www.cmoalliance.com/more-than-just-talking-messaging-and-positioning/) is *essential*, but building it can be time-consuming, and keeping it inconsistent across teams can feel like an impossible challenge. Happily, the **messaging cheat sheet** gives you a structured framework to create messaging that’s clear, consistent, and customer-focused. ## What is a messaging cheat sheet? The messaging cheat sheet is a practical template that helps you build effective product messaging, based on a proven structure. It includes: - **8 strategic questions** to define your audience, understand their needs, and clarify your product’s role. - **12 essential messaging blocks** covering everything from personas and pain points to proof points and differentiators. - A set of **writing rules** to keep your messaging simple, direct, and focused. - A **testing checklist** and **core metrics** to track adoption, performance, and resonance across channels. The template is designed to be actionable and easy to use, so you can move quickly without compromising on quality. ## How to use the template To get started: 1. **Answer the eight strategic questions** to define your positioning and clarify your messaging goals. 2. **Work through the 12 messaging blocks** to build out your core message, from high-level positioning to detailed proof points. 3. **Follow the SHARP writing principles** to keep your language clear, direct, and credible. 4. **Use the testing checklist** to validate your messaging internally and externally. 5. **Track key metrics** to measure performance and make improvements over time. The template is available in Google Slides or as a downloadable PowerPoint file, so you can collaborate with your team and adapt it to your workflow. ## Get your messaging cheat sheet If you’re not already a member, simply sign up for our free plan and refresh this page to access your template. ![The messaging cheat sheet](https://www.productmarketingalliance.com/content/images/2025/09/The-messaging-cheat-sheet.png) [Messaging cheat sheetMessaging cheat sheet Your shortcut to messaging that lands Name of course here![](https://www.productmarketingalliance.com/content/images/icon/favicon-2023q4-32.ico)Google Docs![](https://www.productmarketingalliance.com/content/images/thumbnail/AHkbwyIXHCOKRxCLF0qXDHvZbZsyfa3wb8ioUdD8Sc-naz14xa8CXCbGmWW12Cq7uwXXfQT70P9LFEFkVhz4QKc1vIrzh8vqJ6NQzdmbzZ78DymmTj89HtE-w1200-h630-p)](https://docs.google.com/presentation/d/1LAQm-5Sj3O6zTswkzZI4vpIRCCnpmpShpfvRq1IjMJc/edit?usp=sharing) [Messaging cheat sheetMessaging cheat sheet.pptx1 MBdownload-circle](https://www.productmarketingalliance.com/content/files/2025/09/Messaging-cheat-sheet.pptx "Download") _This post is for subscribers only._ ### How to create marketing content buyers trust (with AI) URL: https://www.cmoalliance.com/create-marketing-content-buyers-trust-with-ai/ Last updated: 2025-09-18T14:39:41.000Z Creating impactful marketing content that sellers actually use is one of the biggest challenges we face as marketers. I see it all the time: marketing teams invest hours researching, writing, and designing thoughtful materials, only for those resources to sit untouched. It’s frustrating — but it’s the reality for too many marketing teams. The stats back up these experiences. [Up to 65%](https://www.forrester.com/blogs/the-b2b-content-guide-make-sales-your-ally-in-content-marketing/#:~:text=An%20estimated%2065%25%20of%20the,for%20sales%20reps%20to%20use.) of marketing content goes unused, often because it’s hard to find, misaligned with seller needs, or created without the insights needed to make it relevant. And it’s not just a waste of effort — it’s a missed opportunity. It slows deals down, leaves gaps in buyer conversations, and ultimately holds us back from hitting bigger revenue goals. So, how do we fix it? It’s about rethinking how we approach content. Marketing teams must bring together the art of marketing — compelling storytelling, sleek design, fresh ideas — with the science of AI to create something truly impactful. --- ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/09/CMO_Sharing_Article_Images_Text_Only_--1--1.png) Your most overlooked marketing channel is probably your sales team. This playbook shows you how to turn sales into a force multiplier for your marketing strategy. Get your free copy right here **👇** --- ## Why marketing content misses the mark One of the biggest challenges I see is that marketers often operate without clear insights into what will resonate with their prospects and customers.[ Only 25%](https://www.marketingcharts.com/customer-centric/datadriven-113273) of marketers use data to inform every strategic decision they make. That’s a staggering minority. Without those insights, we’re guessing — and guesswork rarely delivers results. If you don’t know which content is landing with buyers, how can you feel confident in what you’re creating? ## Marketing content is hard to find — and even harder to use Then even when marketers do create content that should hit the mark, it doesn’t always get used. Sellers often can’t find what they need when they need it, or the materials don’t align with the specific buyer conversations they’re having. And when sellers are left to search for the right materials, they waste valuable time — time that could be spent actually selling and closing more deals. ## Using AI to create marketing content that gets used AI takes the guesswork out of marketing content creation and helps us make smarter, data-backed decisions. With tools like [Showpad’s AI-powered insights](http://www.showpad.com/ai/?utm%5Fsource=sec&utm%5Fmedium=referral&utm%5Fcampaign=sec-education-hub), marketing teams can finally see what’s driving real engagement and adjust on the fly: topics, audience focus, formats. This means we can identify which materials are performing well, spot gaps, and quickly adapt strategies to meet the needs of both sellers and buyers. When sellers have access to relevant, tailored materials, they use them with confidence — leading to stronger buyer engagement and more closed deals. That’s what makes AI such a powerful tool. It ensures the effort we put into creating content actually delivers results. ## Greater usage and more time saved with AI content management But AI isn’t just about making better marketing content; it’s about giving teams the time to focus on what really matters. One of the biggest challenges I hear from fellow marketing leaders is how much time gets wasted answering seller requests to re-share assets or tweaking materials to meet specific needs. Those hours add up fast. With Showpad, that time-suck goes away. AI-powered content management and search functionality simplifies sharing and enhances discoverability, ensuring materials are found and used by sellers, exactly when they need it. And when content is easy to discover, it’s used [three times more often](https://www.showpad.com/team-functions/showpad-for-marketing?utm%5Fsource=sec&utm%5Fmedium=referral&utm%5Fcampaign=sec-education-hub), ensuring the effort my team puts into creation is worthwhile. Even better, smarter content management saves marketing teams over [400 hours a year.](https://www.showpad.com/product/showpad-content/?utm%5Fsource=sec&utm%5Fmedium=referral&utm%5Fcampaign=sec-education-hub) That’s busywork time that can be reinvested in big-picture strategic planning and creative ideation — the work that actually moves the needle. ## Aligning art and science for measurable wins At its core, marketing is about storytelling. But storytelling alone isn’t enough if it doesn’t reach the *right* audience at the *right* time. With AI-powered analytics and content management, my team and yours can ensure they're not just creating *more* content but creating the *right* content — timely, critical, focused— that sellers can use to engage buyers and move deals forward. That’s the power of uniting the art of marketing with the science of AI. [Further fuel your marketing strategy](https://www.showpad.com/blog/fuel-your-annual-marketing-strategy-with-data?utm%5Fsource=sec&utm%5Fmedium=referral&utm%5Fcampaign=sec-education-hub) with real-time insights from Showpad. ### The AI revolution: How GTM leaders can navigate the next 1-3 years URL: https://www.cmoalliance.com/the-ai-revolution-how-gtm-leaders-can-navigate-the-next-1-3-years/ Last updated: 2025-09-01T13:21:54.000Z You know that feeling when you realize the ground beneath your feet is shifting? That's exactly where we are right now with[ go-to-market strategy](https://www.cmoalliance.com/tag/go-to-market/). After 20 years scaling companies from startups to unicorns, I've witnessed plenty of transformations. But what's happening now is different. The consolidation we're seeing across marketing, sales, and customer success isn't just another trend. It's a fundamental reimagining of how we take products to market. And with AI accelerating this change, the timeline isn't measured in decades anymore. We're talking about one to three years. Let me share what I'm seeing on the ground and, more importantly, how you can position yourself to thrive in this new landscape. ## **The emergence of the GTM engineer** Remember when scaling meant hiring more AEs and SDRs? Those days are fading fast. The traditional playbook where your CRO would say "I need X more salespeople to hit our targets" no longer applies. What's replacing it? **The GTM engineer.** This isn't just a fancy new title. It represents a fundamental shift in how we structure commercial teams. Instead of layers of entry-level positions, we now have highly skilled individuals managing AI agents and tools to accomplish what previously required entire departments. On the sales side, this transformation is already visible. Just check LinkedIn job postings and count how many times "AI" appears in the descriptions. You'll be amazed. Marketing hasn't experienced the same dramatic organizational restructuring yet. But ask any content marketer or designer about AI's impact, and you'll hear a different story. The shift is coming, and it will look like AI strategists at the top managing sophisticated tools and agents below. ## **Why your GTM strategy needs critical thinking more than playbooks** Here's something that might surprise you: I'm not a believer in one-size-fits-all GTM playbooks. Yes, LinkedIn and Substack overflow with GTM templates and frameworks. Some are excellent. Many are not. But here's what matters more than any playbook: **critical thinking**. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXeSncMNv_Fffz-SmhrtMX7j3vOkrp8I70XX_EPw6_UigAZ7ofhpvsMG4gOF_-cuPngZ2EvYj06XiroPl56opaukx5MvyalOVU_BaFNnlsLRdRkExmy2yXYpiu-9dzAW40eUDw9jeQ?key=PlTmLwtbiMdj4uFhTyJ-Nw) Go-to-market strategy is about identifying how to take your company to market for the long term. It requires understanding: - Who your ideal customers truly are - What unique value you provide - How to make that value resonate not just for quick wins, but [sustainable growth](https://www.cmoalliance.com/cmos-sustainability-champions/) This demands the best of marketing, branding, sales, and customer support combined with rigorous critical thinking. And that critical thinking piece? It's actually starting to slip. [AI and human creativity: A marketer’s honest takeJanina Abou Al Ward explores how AI impacts creativity, authenticity, and responsibility, and why human input still matters.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--234.png)CMO AllianceJanina Abou Al Ward![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--2--1-2.png)](https://www.cmoalliance.com/why-ai-cant-replace-human-creativity/) Think about Google Maps for a moment. Remember when we used paper maps and landmarks to navigate? We engaged our brains, processed information, made decisions. Now? We blindly follow turn-by-turn directions. Our navigation skills have atrophied. The same thing is happening with GPTs and AI tools. People plug in "create my GTM strategy" and run with whatever comes out. But your job as a leader is to evaluate: Does this make sense for my specific business? Does it align with our unique market position? ## **The 1-3 year timeline that should be on every leader's radar** Want a wake-up call? Watch the Anthropic CEO's interview with Anderson Cooper on CNN. When pressed about timelines for AI transformation, he estimates one to five years. Then, when pushed further, he narrows it to one to three years. This isn't some distant future we're discussing. **It's happening now.** Microsoft just laid off 19,000 people. Companies like Duolingo and Klarna learned hard lessons about replacing human teams with AI too quickly. The software engineer role, once Silicon Valley's holy grail, could see a 70% reduction according to industry experts. The new gold standard? Companies like Lovable out of Stockholm: high ARR, high growth, but only 20-30 employees. This lean, AI-powered model is becoming the blueprint for success. ## **Essential skills for GTM marketing leaders** So what should you focus on? Three critical areas: ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXfUD5Bu7oX6FKM9qwmxYnfglzHhKcVZvPoMAE-565DAcO8_nxCcrUtoIsP4LA0nNX9hGNdSwX_9AXlM9KO5uPXfmMVojd4wM-0am07ttFtHLKPWOWKeiaWkdAYEofIAEZIoQz4MKQ?key=PlTmLwtbiMdj4uFhTyJ-Nw) ### **1\. Master the art of prompting** You don't need to learn coding anymore. What you need is prompting skills. I took Google's free prompting course and used it to create a custom GPT for evaluating pitch decks. No coding required, just clear, strategic prompting. Prompting means instructing AI tools on exactly what you want. It's in plain English, but it requires practice and precision. Think of it as the new fundamental skill for every marketer. ### **2\. Identify the AI tools that will last** The current AI tool explosion reminds me of the dot-com boom. Everyone's launching something. But consolidation is coming. Apple's rumored to be eyeing Perplexity. Many tools won't survive. Focus on tools with staying power: - **Surfer** for SEO (replacing the old guard) - **Canva Magic Studio** for design AI - **Jasper** for comprehensive content needs - Your choice of GPTs (ChatGPT, Claude, Gemini) Don't get overwhelmed by the noise. Pick tools you believe will endure and master them deeply. ### **3\. Develop your unique voice and brand** Here's what AI cannot replicate: **your unique perspective and voice**. I've been preaching about [brand](https://www.cmoalliance.com/brand-and-marketing-the-ultimate-power-couple/) importance for years, often to investors who dismissed it as "fluff" without direct [revenue attribution](https://www.cmoalliance.com/the-truth-about-marketing-attribution/). Now the tables have turned completely. Why? Because when everyone uses the same AI tools, differentiation becomes everything. Your critical thinking, your unique insights, your authentic voice, these become your competitive advantages. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXd2kHDBh37NQJN3f3nNkyG3hPfHw69XUTNWz1cis868_SHhCYnrNpDz3YbE-PJJibsnmPKzp8swOeBjJqEHPRn0PTMcJXlOQcui82Dele02NW519vpR7y71wM1rzvFZ7SrZnF_V?key=PlTmLwtbiMdj4uFhTyJ-Nw) ## **The human advantage in an AI world** Companies are making a critical mistake right now. They're not investing in training their existing employees on AI tools. These are the people who understand the business best, who know the customers, who grasp the nuances of your market position. [AI for Marketing Leaders eBookDiscover how leading CMOs are pursuing the safe and effective implementation of AI in their marketing operations.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--236.png)CMO AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_AI_Marketing_Leaders_eBook__Blog--1--4.png)](https://www.cmoalliance.com/ai-marketing-leaders-ebook/) Instead, we're seeing wholesale replacements and disappointing results. Duolingo discovered people actually want to learn languages from humans. Klarna's customer service KPIs crashed after their AI implementation. The lesson? AI amplifies human capability; it doesn't replace human judgment. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/08/AI--human-judgment--1-.png) As GTM leaders, our role is evolving. We need to: - Maintain our critical thinking abilities - Use AI as a tool, not a crutch - Challenge and validate AI-generated strategies - Preserve our unique perspectives and creativity ## **Preparing for the new normal** The shift we're experiencing goes beyond technology. It's generational too. Baby Boomers found stability in companies and roles. Millennials started questioning that model. Gen Z? They're looking at 20-year veterans getting laid off and concluding that self-reliance is the only path forward. The average tenure in tech roles is now about two years. Over a decade, that's five different jobs. The old stigma around job-hopping? It needs to die. The industry created this reality. So what's the answer? **Lean into yourself.** Build multiple income streams. Develop diverse skills. Be willing to move cities or countries for opportunities. Create your personal brand that transcends any single employer. The slasher economy is real: consultant slash advisor slash content creator. This isn't instability; it's the new stability. ## **Your GTM strategy starts with you** As we navigate this transformation, remember that go-to-market excellence still comes down to fundamental questions: - Who are we serving? - What unique value do we provide? - How do we deliver that value sustainably? The tools have changed. The timeline has compressed. But the need for strategic thinking, authentic leadership, and genuine human connection remains constant. Don't chase every new playbook. Don't abdicate your thinking to AI. Instead, use these powerful tools to amplify your unique strengths and insights. The next one to three years will bring unprecedented change to how we approach GTM strategy. Those who combine AI capabilities with critical thinking and authentic personal brands will thrive. Those who don't? Well, they'll learn the hard way that following turn-by-turn directions only works when someone else has already mapped the route. Your move? Start building your AI skills today. Develop your unique voice. And never, ever stop thinking critically about the strategies you deploy. Because in this new world of GTM, the winners won't be those with the best playbooks. They'll be those who know when to use AI, when to trust their judgment, and how to create value that no algorithm can replicate. --- *Download Webflow's* [*Driving marketing team efficiency with AI ebook*](https://www.cmoalliance.com/driving-marketing-team-efficiency-with-ai-ebook/) *to streamline complex processes and eliminate roadblocks using AI without missing out on creativity.* [Driving marketing team efficiency with AI eBookDiscover how to drive marketing team efficiency with AI in this free ebook from Webflow. Learn how top marketers streamline workflows, boost speed, and increase ROI.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--235.png)CMO AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Driving-marketing-team-efficiency---with-AI-eBook-1-7.png)](https://www.cmoalliance.com/driving-marketing-team-efficiency-with-ai-ebook/) ### Lead scoring matrix URL: https://www.cmoalliance.com/lead-scoring-matrix-framework/ Last updated: 2025-09-16T07:46:30.000Z ### What is the lead scoring matrix? Our lead scoring matrix is a four-part framework that helps marketing and sales teams evaluate the quality of leads and prioritize which ones deserve attention first. By assigning clear, consistent scores to leads based on attributes (fit, behavior, engagement) and actions (downloads, event attendance, product interest), the matrix ensures that only the most qualified opportunities are passed to sales—shortening cycles and increasing win rates. Instead of relying on gut feel, this framework gives you a data-driven, repeatable approach to lead qualification. ### What’s inside the matrix? The framework breaks down into two main components: 1. **Fit criteria** - Company size - Industry - Job title/seniority - Geographic region 2. **Engagement criteria** - Content downloads - Webinar/event attendance - Website visits/product page views - Email engagement Each criterion is weighted and scored in the spreadsheet, allowing you to calculate an overall lead score (e.g., 0–100). Leads can then be categorized as: - **Sales-ready (hot leads)** - **Marketing nurture (warm leads)** - **Low-priority (cold leads)** The matrix also includes customizable scoring fields, examples, and formulas so you can adapt it to your own business model. ## Get your lead scoring matrix ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/09/lead-scoring-matrix-.png) [Lead scoring matrixLead scoring matrix.xlsx132 KBdownload-circle](https://www.cmoalliance.com/content/files/2025/09/Lead-scoring-matrix.xlsx "Download") [Lead scoring matrix![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/spreadsheets_2023q4-1.ico)Google Docs![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AHkbwyI5bAlBk5pm0gIrS77OB5cxw41Lx4Aj3ZJ69fnX1T2qs0UR7BSXz1HVoOfKmtEQvMNPXbUFWJLRqtse_9RjyYw-l2m1oPHzpXNShMSlReKLrA4A1FdA-w1200-h630-p)](https://docs.google.com/spreadsheets/d/1nu0dD%5FxD0VLdwnspjqkkDESov3J7nW5EG6xwo7Kvsa0/edit?usp=sharing) _This post is for subscribers on the Exec+ membership tier only._ ### Strategic Narrative Certified: Masters URL: https://www.cmoalliance.com/learning/on-demand/strategic-narrative-certified-masters/ Last updated: 2025-09-04T14:50:54.000Z _No content available._ ### Consumer Psychology Certified: Masters URL: https://www.cmoalliance.com/learning/on-demand/consumer-psychology-certified-masters/ Last updated: 2025-09-04T14:51:06.000Z _No content available._ ### Storytelling Certified: Masters URL: https://www.cmoalliance.com/learning/on-demand/storytelling-certified-masters/ Last updated: 2025-09-04T14:51:18.000Z _No content available._ ### Personalization in marketing automation: How to make it work URL: https://www.cmoalliance.com/personalization-in-marketing-automation/ Last updated: 2025-08-29T07:57:35.000Z ## **Why personalization in marketing automation matters more than ever** > *“Over the next three years, 89% of marketing decision makers think \[personalization\] is going to be needed. And people expect personalization. They want a really great experience, and we should be delivering it.” – *Kirsty Finlayson, Director of Marketing at Chameleon** People have a lot to choose from, as they can pick from dozens of [brands](https://www.cmoalliance.com/which-comes-first-the-brand-or-the-product/), many of which offer similar products and services. What separates the winners from the others is the experience they’re able to create. Think about your own inbox. When you get an email that really seems to understand issues you’re facing, you’re far more likely to open it, click through, and act. The same is true when your social ad speaks directly to something your customers were researching earlier that week. And the data confirms it. A [recent report shows](https://www.glassbox.com/news/privacy-vs-personalization-in-ai-driven-customer-experience/) that 96% of digital professionals agree that personalization is a must for great online customer experiences. Also, [McKinsey says](https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/unlocking-the-next-frontier-of-personalized-marketing) that 71% of consumers expect personalized interactions, while 76% get frustrated when that doesn’t happen, which is a good reminder that [emotional reactions are at play](https://www.cmoalliance.com/story-masters-4-emotional-connections-in-brand-stories/). **So, brands that get it right will probably have higher** [**engagement**](https://www.cmoalliance.com/how-to-use-interactive-content-to-improve-engagement-and-lead-quality/) **because people react better to messages that seem relevant to them.** Plus, they’ll probably convert customers faster and build stronger relationships, with people more likely to stay loyal if they feel understood. Marketing automation allows for this personalization to [happen at scale](https://www.cmoalliance.com/scale-your-marketing-operations-without-losing-your-mind/), meaning you don’t have to manually reach thousands of people to deliver a custom experience. ## **Data is the foundation of your personalized campaigns** > *“You're always thinking about your audience and how you want to target them, and that has to include personalized messaging. Right? Sixty eight percent of customers expect brands to prioritize personalizing interactions. Businesses that use data-driven personalization have 5x to 8x higher ROI of marketing spend.” – *Alyce Slocum, VP of Product and Audience Marketing at Trustpilot** To make personalization work, you need [accurate, up-to-date, and actionable data](https://www.cmoalliance.com/zero-party-data-vs-first-party-data/); otherwise, any attempt at [personalization](https://www.cmoalliance.com/personalizations-power-in-modern-advertising/) ends up being guesswork – and quality data is just as important, since it lets you better tailor your messages. The first thing you should do is get demographic information, which includes age, gender, job title, company size, and location. While these don’t tell the full story, they’re useful for grouping people. After all, a CEO at a tech company and a small shop owner should get different messages. Next, watch what people do (a.k.a., behavioral data): what pages do they visit, what emails do they open, what links do they click? Knowing this allows you to [predict intent](https://www.cmoalliance.com/understanding-human-search-behavior-patterns/) and give them content that matches where they are in their [journey](https://www.cmoalliance.com/customer-journey-template-framework/). Also, you should look at transactional data, such as customers’ purchase history, order values, and buying frequency, which can help you decide what to offer people next. Someone who’s bought a software subscription twice might be ready for an upsell to a premium plan. If they bought a seasonal product last year, they might appreciate a reminder when it’s available again. You should also consider engagement [data](https://www.cmoalliance.com/from-data-to-action-the-cmo-playbook/) – surveys, [feedback](https://www.cmoalliance.com/5-reasons-why-businesses-should-not-ignore-customer-feedback/), and customer service chats – as they tell you how people feel about your company. On top of all this, there’s contextual data too, which includes real-time info like the type of device people are using, their time zone, and even their location at the moment of engagement. For instance, you could send a push notification with a lunch discount to someone who’s near one of your restaurants at midday. Don’t try to get all this data at once. [Progressive profiling](https://www.cmoalliance.com/rethinking-buyer-personas-a-modern-approach-for-effective-marketing/) is the way to go, so instead of asking for 15 fields of information in your first sign-up form, collect the essentials initially, then gradually request more details over time as the relationship develops. [Building trust in marketing data and measurementThis article explores how marketing leaders are evolving their measurement strategies to balance performance and brand.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--244.png)CMO AllianceJános Moldvay![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Sharing_Article_Images_Author-Text--1-.png)](https://www.cmoalliance.com/why-marketing-needs-better-data/) ## **Turn data into targeted messaging with segmentation** Once you have strong data, the next step is [segmentation](https://www.cmoalliance.com/learning/segmentation-certified-masters/), meaning you should divide your audience into groups based on shared traits so you can tailor the message for each one. For example, you might use demographic [segmentation](https://www.cmoalliance.com/learning/segmentation-certified-masters/) to group people by their role in a company, making sure that marketing managers get content focused on strategy while junior marketers get more tactical, how-to resources. Beyond that, behavioral segmentation might target people who, for example, downloaded your ebook, with follow-up content that goes deeper into the topic. In addition, segmentation by lifecycle stage is also crucial. Someone who just joined your mailing list isn’t ready for the same messaging as a long-term customer. Early-stage leads might need education about your industry, while sales-qualified leads might need case studies and proof points to push them toward a decision. Overall, segmentation lets you speak to people where they are, not where you wish they were. Instead of blasting a generic campaign to everyone, you can create smaller, more relevant campaigns for each group (which will help you increase [engagement](https://www.cmoalliance.com/how-to-use-interactive-content-to-improve-engagement-and-lead-quality/) and conversion rates). ## **Use dynamic content** While segmentation determines who receives your [message](https://www.cmoalliance.com/story-masters-4-emotional-connections-in-brand-stories/), dynamic content determines what that message looks like when it’s delivered. This is because this type of content changes based on the recipient’s profile or actions; it could be something like swapping out a product image based on your customer’s location. Imagine a SaaS company with multiple product tiers. A visitor who has already viewed the [pricing](https://www.cmoalliance.com/willingness-to-pay-interview-questions-framework/) page for the premium plan might see a homepage banner highlighting a limited-time premium discount. Meanwhile, someone who’s only interacted with blog content about beginner topics might see a banner for a free starter guide. This makes each interaction feel intentional and personal. ## **Consider behavior-triggered automation** Even the best messaging falls flat if it arrives at the wrong time. Behavior-triggered [automation](https://www.cmoalliance.com/balancing-ai-and-human-creativity-in-modern-marketing/) solves this by sending messages in direct response to a user’s actions. For example, someone visits your pricing page twice in one week but doesn’t fill out the contact form. Instead of waiting for them to come back, you could send them an automated email the next day, where you offer to answer any questions they might have about pricing. This strategy is also the classic abandoned cart scenario. These triggers work because they’re timely and relevant. They acknowledge what people just did (or didn’t do) and offer the next logical step, keeping the conversation going without feeling intrusive. ## **Multi-channel personalization** Personalization is more effective when it’s [spread across multiple channels](https://www.cmoalliance.com/the-what-why-and-how-of-360-degree-marketing-solutions/). Think about how you interact with [brands](https://www.cmoalliance.com/which-comes-first-the-brand-or-the-product/) today. You might first see a Facebook ad, click through to their site, sign up for their newsletter, get an email, and then later see a retargeting ad on Instagram. If each of those touchpoints feels disconnected, the experience breaks down. But if they all deliver a consistent, personalized message, it reinforces their brand and nudges you closer to taking action. The key is ensuring all channels share the same customer data so personalization stays cohesive, no matter where the interaction happens. ## **Personalization in marketing automation: B2B vs B2C** While the core principles of personalization apply in both [B2B](https://www.cmoalliance.com/b2b-growth-hacking-strategies-for-marketing-leaders/) and [B2C](https://www.cmoalliance.com/seasonality-in-b2c-marketing/) contexts, the execution differs significantly. In **B2B**, sales cycles are longer, decision-making often involves multiple stakeholders, and the content needs to be deeply educational. Personalization here might focus on the specific pain points of a company’s industry or role. A B2B automation workflow might nurture leads over months, with each stage offering progressively more in-depth resources (e.g., whitepapers, webinars, case studies) until the prospect is ready for a sales conversation. In **B2C**, buying cycles are often shorter and more impulse-driven. Personalization might lean heavily on timing and urgency, such as flash sales or limited-edition drops. Here, automation might revolve around quick-trigger campaigns that respond to browsing behavior or purchase history in near real-time. Understanding these differences ensures your personalization [strategy](https://www.cmoalliance.com/marketing-operations-in-product-marketing-strategy/) feels natural to your audience and fits the context of how they make decisions. [Storytelling: The secret to brand loyalty in luxury marketsDiscover how emotional branding builds loyalty in luxury experiences. Dive into real-world examples from Rolex, Patek Philippe, and more.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--245.png)CMO AllianceMarilena Christodoulides![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Storytelling-The-secret-to-brand-loyalty-in-luxury-markets-1.png)](https://www.cmoalliance.com/storytelling-the-secret-to-brand-loyalty-in-luxury-markets/) ## **Practical tips to make personalization in marketing automation actually work** ### **Start with clean, unified data** To really nail personalization when automating your marketing efforts, you must start with [clean, unified data](https://www.cmoalliance.com/why-marketing-needs-better-data/). If your customer info is all over the place, even the best automation tool won't help. That's why it's important to grab data from everywhere you interact with customers (your CRM, website, how they use your product, customer service chats, you name it) and place it all into one main spot. ### **Segment with purpose** Once you have a foundation in place, you can segment your data more effectively. It’s not enough to group people by demographics, as the real power is in behavioral and intent data, as we mentioned above. Segmenting by purchase history, browsing activity, or [engagement](https://www.cmoalliance.com/how-to-use-interactive-content-to-improve-engagement-and-lead-quality/) levels lets you create micro-segments that are far more responsive. For example, “trial users who haven’t converted after seven days” is much more actionable than “trial users” as a whole. These more refined groups allow you to [improve your targeting](https://www.cmoalliance.com/the-importance-of-personalization-in-digital-marketing/) and messaging. ### **Apply personalization at the right level** Personalization should then be applied at different levels. On the surface, you can work with names, company details, or locations, but the real impact comes from deeper personalization, like tailoring product recommendations and sending messages at the time each recipient is most likely to engage. Striking the right balance is important; if personalization feels forced or irrelevant, it can do more harm than good. > *“Let's not get creepy about it. That can happen very, very quickly. \[Regarding website personalization\] This is where you can get, like, really personal without creeping people out because they've probably already signed up to your products already. And there's a bit of an assumption going on here that you know them, and they know you.” – *Kirsty Finlayson, Director of Marketing at Chameleon** ### **Make timing work with triggers** Timing also plays a huge role in making personalization effective. [Automated workflows](https://www.cmoalliance.com/ai-transforming-enterprise-workflows/) triggered by customer behavior (e.g., cart abandonment, post-purchase upsell opportunities, or re-engagement campaigns) show people that you’re paying attention to their journey. When these triggers are set correctly, messages arrive when they’re relevant, which makes them far more compelling than static campaigns. ### **Use dynamic content to add depth** Instead of sending [one-size-fits-all emails](https://www.cmoalliance.com/beyond-the-first-name-rethinking-personalization-for-your-email-strategy/) or landing pages, automation tools allow you to tailor sections of content to match specific attributes of your audience. A SaaS company, for example, might highlight security features for CTOs while focusing on ease of use and ROI for marketers. This [alignment](https://www.cmoalliance.com/proactive-approach-sales-marketing-alignment/) of content to role, industry, or stage in the funnel makes every interaction feel more personal. ### **Balance automation with a human touch** Even with automation doing the heavy lifting, it’s important you maintain a [human touch](https://www.cmoalliance.com/balancing-ai-and-human-creativity-in-modern-marketing/). Automated personalization should [enhance relationships](https://www.cmoalliance.com/ways-ai-can-help-you-build-stronger-connections-with-your-customers/), not replace them. Adding personal notes from sales reps, [short video](https://www.youtube.com/@CMOAlliance/shorts) messages, or invitations to live events can keep the experience authentic and engaging. [AI and human creativity: A marketer’s honest takeJanina Abou Al Ward explores how AI impacts creativity, authenticity, and responsibility, and why human input still matters.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--246.png)CMO AllianceJanina Abou Al Ward![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--2--1-3.png)](https://www.cmoalliance.com/why-ai-cant-replace-human-creativity/) ### **Test, track, and optimize** None of this works without [testing and refinement](https://www.cmoalliance.com/understanding-human-search-behavior-patterns/). Regularly A/B testing subject lines, timing, and personalization strategies is the only way to know what resonates with your audience. Track open rates, click-throughs, [conversions](https://www.cmoalliance.com/user-intent-the-true-secret-to-amazing-conversion-rates/), and unsubscribe rates, as this helps you identify what’s working and what needs to be better. ### **Build trust through transparency** At the same time, respect for privacy and trust is non-negotiable. Customers should understand [how their data is being used](https://www.cmoalliance.com/zero-party-data-vs-first-party-data/), and they should feel in control through preferences or easy opt-out options. If your customers feel that you’re being invasive, trust breaks down. ### **Align personalization to the customer journey** Finally, personalization should map the customer journey rather than being scattered across random touchpoints. In the awareness stage, this might mean sharing educational content tailored to someone’s industry. In the consideration stage, it could be product comparisons or customer case studies. During the decision phase, ROI calculators or targeted incentives are more effective, and in retention, personalization should be about onboarding flows, loyalty rewards, and renewal reminders. Don’t stop at conversion, as post-purchase personalization is often where the strongest long-term value is created. ## **Looking ahead** [Artificial intelligence](https://www.cmoalliance.com/artificial-intelligence-in-marketing-boosting-efficiency-and-creativity/) and machine learning go hand-in-hand with personalization. They make it possible to analyze vast amounts of customer data in real time, predict future behavior, and tailor interactions on the fly. [AI-powered](https://www.cmoalliance.com/best-ai-powered-marketing-attribution-tools/) recommendations, hyper-personalized customer journeys, and real-time content adjustments are already becoming standard features in marketing platforms. [Voice search and conversational AI](https://www.cmoalliance.com/understanding-human-search-behavior-patterns/) will add another layer, allowing brands to personalize experiences through natural, spoken interactions. And, as these tools become more advanced, the line between [human and automated](https://www.cmoalliance.com/why-ai-cant-replace-human-creativity/) interactions will blur even further. **However, a recent study found that** [**78% of global firms lack the data readiness**](https://www.techradar.com/pro/the-next-big-thing-in-ai-is-agents-but-is-your-data-ready) **needed for AI agents to work effectively.** That’s both a challenge and an opportunity. Once you unify and clean your data, AI agents will deliver hyper-personalized experiences like never before by crafting flawless, relevant conversations. ## **Final thoughts** Personalization in marketing automation is about creating experiences that make customers feel understood. By grounding your strategy in high-quality data, segmenting correctly, using dynamic content, triggering timely messages, and maintaining consistency across channels, you can make automation feel personal rather than mechanical. ### Social media’s true business value in 2025 [eBook] URL: https://www.cmoalliance.com/social-medias-true-business-value-in-2025/ Last updated: 2025-08-28T15:30:41.000Z CMOs face constant pressure to prove ROI. Social media is no exception. While its influence on the customer journey is undeniable, too many teams are stuck reporting *likes, clicks, and impressions* – metrics that don’t resonate in the boardroom. This exclusive report shows how leading brands are turning social data into bottom-line impact, tying efforts directly to **growth, revenue, and efficiency** in 2025. 👉 **Download the report and equip yourself with the insights CMOs and marketing leaders need to win executive buy-in.** --- --- ## Inside the eBook Not another vanity-metrics guide, this is about business outcomes. You’ll learn how to: - Move beyond surface-level engagement to KPIs tied to **pipeline, revenue, and retention**. - Integrate social intelligence with your **full marketing tech stack** for a unified ROI picture. - Translate raw data into **clear narratives that influence the C-suite**. - Identify which platforms are delivering **real business impact** in 2025, and which aren’t worth the spend. ## Why this matters now - The CEO still asks, *“What’s social really doing for the business?”* - Engagement metrics don’t justify multimillion-dollar budgets. - Channel performance is fragmented, and it’s unclear where to double down. - Without proof of impact, social remains underfunded and undervalued. This guide arms you with the insights and stories that secure budget, build credibility, and elevate social’s role in driving enterprise growth. --- **Download your free copy of *The 2025 Impact of Social Media Marketing* today and prove social’s measurable business value once and for all.** --- [Grab your copy](https://share-eu1.hsforms.com/1pDTImROrRX6sHSord0N4zw2b1vun) ## About Sprout Social [Sprout Social](https://sproutsocial.com/) is a leading social media management platform trusted by more than 30,000 brands worldwide. With powerful analytics, AI-driven insights, and intuitive collaboration tools, Sprout empowers marketing leaders to connect social strategy to real business outcomes. ### Six tactics to amplify your brand with customer stories URL: https://www.cmoalliance.com/six-tactics-to-amplify-your-brand-with-customer-stories/ Last updated: 2025-08-25T12:00:54.000Z Every brand tells a [story](https://www.cmoalliance.com/putting-people-at-the-heart-of-your-brand-story/) – whether intentionally or not. The question is: what story are your customers hearing, and how does it shape their perception? If you’re unsure, or if your messaging feels inconsistent across channels, you’re in good company. Popular marketing wisdom says that people don't buy a product but a story. It makes sense because the companies [connecting on a personal level](https://www.cmoalliance.com/story-masters-4-emotional-connections-in-brand-stories/) find success, even in crowded spaces. However, it can be hard to know how to take user experiences and turn them into stories that resonate. [Storytelling](https://www.cmoalliance.com/story-masters-2-the-structure-of-great-brand-stories/) at scale requires ensuring you distribute your story consistently across touchpoints. The narrative must be consistent while showcasing your company values and mission. Done well, the strategy drives an emotional connection with your audience. If you’re wondering how to get started, never fear! You’re in the right place. This article reveals how to take [customer moments](https://www.cmoalliance.com/making-your-customers-your-growth-priority/) from the real world and turn them into snippets that build your brand. You'll learn to tell a captivating story and blend customer experiences with rich narratives. Let’s dive in. ## Customer experience is your greatest asset Your customers are already telling stories about your brand – stories that shape how others see you. Tapping into these narratives lets you align your brand voice with the way people actually experience your products and services. Consider this: [Nielsen's latest Trust in Advertising study](https://www.nielsen.com/insights/2021/beyond-martech-building-trust-with-consumers-and-engaging-where-sentiment-is-high/) of consumers in North America and Europe found that **88%** of people trust the recommendations of those they know more than any other form of advertising. We live in a hyperconnected world where personal opinions outweigh a polished sales pitch. When happy customers share their experiences, they provide both insight and emotion – two things that make your brand feel more relatable. The challenge is moving from a single customer comment to a story that represents your brand. The good news? You can do it by applying the six tactics outlined below. 👇 ## 1\. Audit your story touchpoints Before you can scale your storytelling with customer experiences, you need a clear view of where your [brand persona](https://www.productmarketingalliance.com/your-blueprint-for-aligning-social-campaigns-with-brand-personas/) already shows up. Start by reviewing your website and digital assets. If you have physical locations, take stock of your signage, in-store interactions, and printed materials like flyers or postcards. These touchpoints all contribute to the story you’re telling: - Blog content - Website news page and “about” information - Customer service scripts - Social media posts - Employee onboarding materials - Email newsletters - Press packets Audit every aspect of your work and marketing materials to see where you already consistently use storytelling. Once you have an idea of where you share your tale, you can improve it by weaving in a narrative directly from consumers. ![Two customer testimonial cards. Left: OpenAI COO Brad Lightcap says Slack is central to collaboration. Right: Spotify director Stephen Satzberg calls Slack the productivity platform for ad sales.](https://lh7-rt.googleusercontent.com/docsz/AD_4nXeyd_MmR0ymf79bUHy2AIW7_oxtmMsl0GxlIGMAEpfHJoPv85jrcutHGEUd9hLcZY9FGRXBmqQiuNMGWUPg0VWU-DtX2uRZBi7kPFZpetB91BWdhGxKwcxZkodDL5Kc6iSAWpDL?key=A7CF1MQs9OSn51jW-Neg4Q) **Source:* [**Slack*](https://slack.com/intl/en-gb/demo) Slack offers a great example. On its demo page, it highlights testimonials from leaders at companies like OpenAI and Spotify. These quotes bring the brand promise to life – showing how Slack fuels collaboration and drives results. Instead of telling people why the platform matters, Slack lets its customers do the talking. ## 2\. Look for new spaces to show who you are Once you’ve identified where your brand already features customer voices, look for new ways to highlight them with greater consistency. Think creatively about where testimonials can add value. For instance, [research shows](https://greatnorthernpackaging.com/2023/07/21/5-signs-its-time-to-upgrade-your-packaging/) that **72%** of consumers say package design influences their purchase decision. A simple customer quote on packaging or shipping materials can catch attention at the exact moment someone is deciding whether to buy. > [@tovalafood](https://www.tiktok.com/@tovalafood?refer=embed "@tovalafood") Today’s workout: High Intensity Toddler Training (HITT). Recovery meal provided by Tovala. @joebronston [♬ original sound - Tovala Food](https://www.tiktok.com/music/original-sound-7525198066895326007?refer=embed "♬ original sound - Tovala Food") The same idea applies to advertising. Instead of relying only on polished campaigns, let your customers speak for you. Food brand Tovala has done this well by featuring both celebrities and everyday users in its ads. Across each message, the story is consistent: the smart air fryer saves time, makes healthy eating easier, and simplifies mealtime. ## 3\. Create a system to collect stories Your customers may sing your praises on social media, but if you aren't paying attention, you could miss it. If they set their privacy to friends only, you may also not have access to the details. It's crucial you have a way to gather their stories so you can share and retell them to gain the most impact possible in your marketing efforts: - Send short surveys after a purchase, asking a single question, such as "Did our product make your life better in some way?" - Encourage them to use hashtags so you can easily find [user-generated content](https://www.cmoalliance.com/engagement-to-revenue-how-ugc-boosts-roi/). - Grab reviews from your Facebook page and use them for snippets in your storytelling efforts. - Interview repeat customers to create case studies and video stories. Offer them a chance to test new or improved products for honest feedback. - Run a story contest and reward customers for sharing the best one. The key to collecting testimonials and stories is to ensure the user is authentic. If you pay people to say your brand is great, it will show. Consumers are discerning, and they can spot a fake. ![Customer review text next to arms of varying skin tones showing Glossier Stretch Concealer shades. Review highlights coverage without looking cakey.](https://lh7-rt.googleusercontent.com/docsz/AD_4nXdF4VhmYkLlV4FaBAsoidG_JdFKCaUXv5PwiJq2huP_7vw5afZTgfu9GPGyi_A0rtX11RK9XyTKLYsfzQkiipPgYrtLOllTOzMqnyUBkHMn34PfB50LLAmTZDq3msFpvfvnpYweHg?key=A7CF1MQs9OSn51jW-Neg4Q) **Source:* [**Glossier*](https://uk.glossier.com/products/stretch-balm-concealer) Beauty brand Glossier’s website is a masterclass in this tactic. Glossier listens carefully to its community, picking up on the things customers are sharing on Instagram and in forums. By reposting those snippets on product pages, the brand amplifies real voices while staying true to its audience. ## 4\. Translate details into stories Once you’ve gathered the information from your customers, you need to know how to structure it into engaging content that interests your audience. Keep these things in mind: - Who are you talking to? Who will they relate to out of your customer base? - What is the problem? What did the customer whose story you're sharing face? - How did your product solve the pain point? - What changes happened because the customer used your product? Neuroscientists say storytelling is powerful because it [triggers the trust hormone oxytocin](https://www.weforum.org/stories/2025/01/storytelling-key-to-success-in-the-disruption-era/) and the feel-good hormone dopamine. So, wherever possible, connect to the emotional impact for your customer. [Customer case study questionsA template of 80 questions to ask your customers to create an effective case study.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--237.png)CMO AllianceAmelia Wilson![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Customer-case-study-questions.png)](https://www.cmoalliance.com/customer-case-study-questions-template-framework/) For example, Airbnb talks about customer transformation. It might share a story about a family reconnecting, a travel writer connecting with the local community, or even people fleeing disaster and rebuilding their lives. They use a clear storyline of who the customer is, what issue they faced, and how Airbnb helped solve their problem. Similarly, HubSpot is known for using storytelling in its [customer success stories](https://www.hubspot.com/startups/customers). Each one has a narrative arc that introduces the user and their business, explains what challenges they faced, and shows how HubSpot's customer relationship management software solved the problem. The stories are backed by hard facts – like increasing qualified leads by a percentage – and are shared on social media and blog posts, and in other resources like webinars. ## 5\. Make storytelling part of your company culture Teach all your team members to look for storytelling opportunities. Sales, marketing, customer service, and the cleaning crew should all contribute if they hear of a way the product improved someone's life or situation. During weekly meetings, encourage employees to share something they learned about the product or how it helped a customer. Allow employees to share their experiences with the product and why they love it. While a staff post about how great the product is might not carry as much weight with a stranger, each of your workers has family and friends who might be potential customers. Look at your storytelling branding efforts as something that builds and scales as you grow. Zappos is known for going above and beyond for customers. It weaves the practice of storytelling into its culture, encouraging all employees to share exceptional customer moments in meetings and via internal communications. ## 6\. Use technology to scale your stories As your customer base grows, keeping up with online comments may feel impossible. Luckily, you can take the stories and data you have, plug them into artificial intelligence (AI), and have it scale to work on multiple platforms. With AI, you can: - Send personalized emails that feature relatable customer stories. - Run retargeting ads showcasing people who solved the same challenge your lead is facing. - Trigger follow-ups that include authentic testimonials. It’s important to remember that AI doesn’t replace authentic storytelling – it amplifies it. You still need to craft narratives that resonate, while AI helps you extend their reach without a massive time investment. Sephora demonstrates this well through its *Beauty Insider* program, which gathers customer photos and videos. AI then matches that content with shopper profiles – factoring in buying behavior and skin type – so customers see stories that feel directly relevant to them. ## **Amplify the story your customers are already telling** Unless you’re at a brand-new startup, your brand story is already out there. The power lies in capturing your product's emotional impact and how it transforms lives. Once you start looking, you’ll see opportunities to add customer input everywhere, from product packaging to social media to testimonial pages. This is what will make your message feel personal and consistent – and set the tone for how customers perceive you. ### How marketing operations drives sales and marketing alignment for sustainable growth URL: https://www.cmoalliance.com/how-marops-drives-sales-and-alignment/ Last updated: 2026-02-02T09:50:31.000Z CMOnow is your chance to stream exclusive talks and presentations, hosted by marketing experts and industry leaders. It's a unique opportunity to watch the most sought-after marketing content. Each stream delves deep into a key marketing topic, industry trend, or case study. Simply sign up to watch any of our upcoming live sessions. 🎥 Access exclusive talks and presentations ✅ Develop your understanding of key topics and trends 🗣 Hear from experienced marketing leaders 👨‍💻 Enjoy regular in-depth sessions --- [Watch OnDemand](https://www.linkedin.com/events/marketingops-drivingsales-marke7365648112255737856/theater/) Sales and marketing alignment isn’t easy - but it’s where real growth happens. Too often, sales blames marketing for poor leads, while marketing blames sales for slow follow-ups. The result? Frustration, inefficiency, and missed opportunities. This session will show you how marketing operations (MarOps) bridges the gap - aligning both teams around shared goals, streamlined processes, and data-driven decisions. With the right structure in place, you can boost lead quality, shorten sales cycles, and unlock sustainable revenue growth. --- ### In this session, you’ll discover: 🎯 How marketing ops drives sales and marketing alignment. 📈 Why shared KPIs and pipeline contribution are critical to growth. 🤝 How to streamline workflows and optimize the sales process. 🧠 Real-world examples of marketing ops fixing funnels and accelerating revenue. Walk away with a practical playbook for turning friction into collaboration - and alignment into business impact. --- ### Meet the speaker: [Megan Harr](https://www.linkedin.com/in/megan-harr-43748a3a/), VP, Demand Generation at ROLLER Software Strategic marketing leader passionate about driving business growth through innovative GTM planning, building sustainable programs, and growing teams. Proven expertise in pipeline generation, customer acquisition, and driving CAC efficiency. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/08/Megan-Harr--1-.jpeg) ### Purpose-driven leadership: How CMOs drive social impact URL: https://www.cmoalliance.com/purpose-driven-leadership-how-cmos-drive-social-impact/ Last updated: 2025-08-26T10:56:40.000Z Is [purpose-driven](https://www.cmoalliance.com/cmos-guide-to-purpose-driven-marketing/) leadership the key to future-proofing your business? Increasingly, the answer is yes. Companies today are expected to stand for more than just profits – they need to show real commitment to [diversity, equity, inclusion (DE&I)](https://www.cmoalliance.com/why-is-diversity-important-in-the-workplace/), and sustainability. At the heart of this is [your brand](https://www.cmoalliance.com/how-brand-building-influences-every-major-business-decision/). Contrary to popular belief, a brand isn’t just your logo or color scheme. It’s who your company is – your mission, your values, your people, and the experience you deliver. It’s the reputation you build over time and how your customers and employees see you every day. That means DE&I and [sustainability](https://www.cmoalliance.com/cmos-sustainability-champions/) can’t just be side projects. They’re essential pieces of your brand’s identity, shaping how you show up in the market and how you connect with your people – which, as a [CMO](https://www.cmoalliance.com/startup-cmos-what-do-they-have-in-common/), you’re uniquely positioned to influence. So, in this article, we’ll explore: - Why DE&I and sustainability are vital to your company’s long-term success. - How to create authentic alignment between internal culture and external messaging. - How you can champion meaningful change and future-proof your brands. ## The rise and the reality of DE&I and sustainability We’ve all witnessed the swift rise of [DE&I and sustainability](https://www.cmoalliance.com/we-need-to-adopt-an-inclusive-approach-to-sustainability/) conversations across companies over the past decade. The Paris Agreement in 2015 put early pressure on companies to be more sustainable, but things really accelerated after Amazon launched its Climate Pledge in 2019\. Since then, many companies have set targets for carbon reduction, along with increasing regulations around measuring, reporting, and target-setting. Similarly, DE&I conversations surged after the murder of George Floyd in spring 2020 and the rise in hate crimes that followed. As these issues gained media attention, employees raised concerns, and more companies started taking a stand, accelerating plans to address these important challenges. ### Navigating pushback and staying future-focused Fast forward to today, and we’re seeing signs of a downward trend. Articles are suggesting DE&I is under attack and sustainability is falling by the wayside. [![Image showing two articles and a large arrow indicating a downward trend. The first article is from the Wall Street Journal; its headline reads "Marketers are still juggling ESG and scrutiny". The second comes from Campaign and is headlined "Diversity and sustainability drop down adland's agenda."](https://lh7-rt.googleusercontent.com/docsz/AD_4nXfHLKhk7u9smHjjvYspYPrbq2iD8rgCrMdFDn1sCd3wT9O6Ab9uYpywDE_tVnYSYzBpmOUpLpqNpwiBxiF33YU7oUwANH2ueke7d9WxXW1cy8ERK1PRJZ61gfzT-azhfpK_8z5xAw?key=gqiZBq3GzQtd-TUU8efBlA)](https://www.cmoalliance.com/purpose-driven-leadership-how-cmos-drive-social-impact) **Image courtesy of Index Exchange* Why? A few reasons stand out: 1. A divisive political environment 2. [Economic uncertainty](https://www.cmoalliance.com/navigating-economic-turmoil-as-a-cmo/), with layoffs forcing companies to prioritize short-term revenue and growth 3. Companies that took a stand initially but didn’t integrate these values into their long-term strategies But as marketers, we know the importance of understanding our customers and employees. We have to help our companies anticipate where these trends are headed. Despite the headlines about DE&I functions being cut or companies revisiting carbon goals, now is *not* the time to get swept up in that noise. Instead, we need to think long-term and focus on future-proofing our businesses. Because at the end of the day, purpose-driven leadership is what will keep your company resilient and relevant. ## Future-proofing your business through DE&I and sustainability As marketing leaders, the first thing to understand is that [DE&I](https://www.cmoalliance.com/why-we-need-to-amplify-diverse-voices-in-marketing/#defining-diversity,-equity,-and-inclusion) and sustainability aren’t just nice-to-haves – they’re business imperatives. If your pitch is just about doing good in the world, that might not cut it in today’s budget-constrained environment. Investing in DE&I and sustainability initiatives is about long-term growth for your company. You can think about this in two key ways: the workplace and the marketplace. ### Why it matters in the workplace On the workplace side, think about the expectations of your current and prospective employees. There are plenty of studies showing the positive impact on companies that invest in societal issues. For example, [Edelman’s *Trust at Work* special report](https://www.edelman.com/trust/2023/trust-barometer/special-report-trust-at-work) in late 2023 found that **71%** of employees say societal impact is either a strong expectation or a deal breaker when considering a job. That’s just 12 points behind career advancement potential. Employees want companies to reflect their own values and to offer meaningful work that feels purposeful. [![71% of employees say societal impact is either a strong expectation or a deal breaker when considering a job](https://lh7-rt.googleusercontent.com/docsz/AD_4nXeX7JAPy5OLB7hxd0ysLLv8BZvte-8DUEfrIKC2e9Tt_802e7935wrw9AV7ZtfWBmmZf8ed48WzEvtk9QVRTsFQ-JHiqPYDpyjmbL3OiMVYJHRy_i3EVVsEv7mPaSA_fD9dqW7iVQ?key=gqiZBq3GzQtd-TUU8efBlA)](https://www.cmoalliance.com/purpose-driven-leadership-how-cmos-drive-social-impact) **Image courtesy of Index Exchange* Plus, we’ve all seen the stats that show how [hiring and fostering a diverse workforce](https://www.cmoalliance.com/6-diversity-and-inclusion-strategies-you-need-as-cmo/) – one that brings different perspectives, experiences, and ideas – leads to better productivity and success. Companies that invest in social impact and actively include their people in driving that change are more likely to attract and retain great talent. ### The opportunity in the marketplace On the marketplace front, the numbers make a clear case for being an inclusive brand – and these are the stats you need to bring to your CFO, CEO, investors, and shareholders. There’s an estimated **$5.4 trillion** in [spending power from underrepresented groups](https://www.kantar.com/uki/inspiration/sustainability/learning-from-the-most-inclusive-brands). And it’s projected that by 2045, the groups that are now considered minorities [will make up the majority of the US population](https://www.theguardian.com/us-news/2023/aug/08/gen-z-americans-white-majority-study). [![$5.4T in spend from underrepresented groups. In 2045, minority will become the majority](https://lh7-rt.googleusercontent.com/docsz/AD_4nXcGiELtEjQ0eADqxUiln6eXEXK6hq3YiAOsTlsURTZyvmHx1Q6Z4mN5G9d-MdNDcdQ5CqXB-P9YzmqSUXmNLAyVowhExOMDUfdUNBWXXnTD6LfbRbxZUjXXmJoVvwnM52h9GVvJ?key=gqiZBq3GzQtd-TUU8efBlA)](https://www.cmoalliance.com/purpose-driven-leadership-how-cmos-drive-social-impact) **Image courtesy of Index Exchange* The world is changing, and so are markets. Customers, like employees, want to connect with brands that have transparent values and are genuinely doing good for society. From an inclusion perspective, people want to support brands that see them and buy products that feel made for them. ### Inclusion in action: The Barbie example This isn’t just theory – it drives real business results. One great example is Barbie. _This post is for paying subscribers only._ ### The real reasons market research falls short (and how to do it right) URL: https://www.cmoalliance.com/the-real-reasons-market-research-falls-short/ Last updated: 2025-08-22T08:30:31.000Z Let me share something I've learned over nearly two decades in [B2B marketing](https://www.cmoalliance.com/tag/b2b-marketing/): we're sitting on goldmines of market intelligence, but most of us are barely scratching the surface. I've watched our industry evolve through multiple recessions, the birth of [SEO](https://www.cmoalliance.com/seo-how-to-bring-humans-and-search-bots-together/), the death and re-birth of direct mail, and now the AI revolution. Yet one truth remains constant: as long as **humans** make [buying decisions](https://www.cmoalliance.com/the-social-causes-that-most-influence-us-consumer-purchase-decisions/) based on information from **other humans**, understanding your market is everything. ## **The uncomfortable truth about** [**market research**](https://www.cmoalliance.com/tag/market-research/) Here's what keeps me up at night: your sales team talks to your market every single day. So does your customer success team. Your professional services team? They're having deep conversations with customers right now. But where does all that intelligence go? If you're like most companies, it disappears into the ether. Maybe it lives in scattered CRM notes. Perhaps it's buried in Slack messages. Or worse, it stays locked in individual minds, never shared with the broader team. You’re not failing to collect data. You’re failing to systematically capture, analyze, and act on the intelligence you already have. And when research *does* fail, it’s usually for a different reason: too small a sample, leading questions, or executives trusting their gut instead of the data. [5 reasons why businesses should not ignore customer feedbackProduct managers are often extremely invested in their creations, making them resistant to feedback. Their defensiveness is easy to understand since the finished product is a result of their blood, sweat, and tears.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--242.png)CMO AllianceNidhi Prakash![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Doodles--15--1.png)](https://www.cmoalliance.com/5-reasons-why-businesses-should-not-ignore-customer-feedback/) ## **When to trigger a market research project** After years of running research initiatives, I've identified clear signals that demand immediate attention: ### **Your pipeline is telling you something** When your win rate changes unexpectedly, that's your market sending you a message. Maybe you're suddenly losing to a specific competitor. Perhaps your sales team is hearing objections they've never encountered before. These shifts in your pipeline aren't random. They're symptoms of deeper market changes you need to understand. ### **The annual refresh nobody does (but everyone should)** If your team isn't conducting at least annual research projects, you're flying blind. Markets evolve constantly. Your competitors release new features. Your buyers' priorities shift. Their KPIs change. Without regular research, you're making decisions based on outdated assumptions. [From data to action: The CMO playbookData is valuable only when it translates into actionable insights. Many CMOs today are data-rich and information-poor.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--238.png)CMO AllianceAudrey Masset![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--8--3.png)](https://www.cmoalliance.com/from-data-to-action-the-cmo-playbook/) ### **Something feels different** Sometimes it's just a gut feeling. Multiple team members mention hearing "something new" from prospects. Each person only heard it once, so they don't think it's significant. But when you aggregate these signals? That's when patterns emerge. ## **The two-pronged approach to market research** Let me break down the fundamental tools in our research toolkit: ### **Quantitative research: finding the "what"** This is where we look for patterns at scale. Think surveys with closed-ended questions that generate charts and spreadsheets. You want numbers that tell you what's happening across your entire market. The magic number? Around 375 responses for a 5% margin of error. Google "margin of error calculator" if you need specifics for your situation, or [try this one](https://www.calculator.net/sample-size-calculator.html). ### **Qualitative research: uncovering the "why"** This is where the real insights live. One-on-one [interviews](https://www.cmoalliance.com/willingness-to-pay-interview-questions-framework/). Small group discussions. Open-ended questions that let people share what's really on their minds. You're not looking for statistical significance here. You're looking for depth of understanding. ## **A practical framework for market research** How do we combine quantitative and qualitative into a comprehensive program? Here’s one way to structure it. ### **Start with qualitative when you lack hypotheses** Lost a string of deals and can’t figure out why? Start by talking to the people who just told you “no.” Assure them you’re not trying to revive the deal. You just want to understand their [decision-making](https://www.cmoalliance.com/how-brand-building-influences-every-major-business-decision/) process. Six to ten interviews are usually enough to spot early patterns. If everyone’s saying similar things, you’ve found your thread. If answers are all over the place, either your questions need refining, or you’ve uncovered multiple segments without realizing it. ### **Use quantitative research to validate hypotheses** Once you have theories about what’s happening, roll out a survey. Test your hunches at scale. Confirm or disprove what you think you know. The combination of qualitative insights and quantitative validation gives you the confidence to act. [CMO Insights Report | The state of marketing leadershipThe CMO Insights Report is here. Your definitive guide to the state of marketing leadership in 2025.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--239.png)CMO AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Insights_Report_2025_Meta-6.png)](https://www.cmoalliance.com/cmo-insights-report-2025/) ### **Select the right participants** Surveys can show you what’s happening, but they can’t always tell you *why*. That’s where follow-up interviews come in: to dig deeper into the patterns revealed by your data. When you do these, focus on the “average” respondents, not the outliers. You’re after the typical experience, the common challenges, the standard decision-making process. And here’s the question everyone asks: *how many interviews do you need?* The real answer: it depends less on the number and more on who you’re talking to. If your interviewees are all good representatives of a single segment, a handful can stand for the whole group. But, as mentioned before, if you mix participants from different segments, you’ll hear conflicting stories that look like market confusion, when really it’s just a [segmentation](https://www.cmoalliance.com/customer-segmentation-template-framework/) issue. ## **How AI is revolutionizing market research** Yes, we need to talk about AI. But not in the way you might expect. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXfPJoTmaOpb1gInpxfkpCvdcQPKfTeR9sgDJVCoenFErs34j9Q6zF3saQLT_289AGI4sXQiFbwGmNy7RhM4ZQIQ3YKS7hYJSBtUdlXVIoMyfY7P8nWA8VIt_Nrv4VV5tezVUjxgmg?key=gd93S8Mq6faLCHWdCjGo5w) ### **AI as your research assistant** Think of AI as your tireless analyst who never sleeps. It can: - **Aggregate scattered intelligence**: Pull together insights from G2 reviews, CRM notes, Slack messages, and emails - **Detect patterns humans miss**: Identify trends across thousands of data points - **Update competitive analyses automatically**: Keep your intelligence fresh without manual effort ### **AI as your sparring partner** After running your initial analysis, ask AI to review the same data independently. What conclusions does it draw? You don't have to agree, but it might spot connections you overlooked. ### **The human element remains critical** Let me be clear: **AI should not build your** [**personas**](https://www.cmoalliance.com/rethinking-buyer-personas-a-modern-approach-for-effective-marketing/) **from scratch**. As of 2025, AI still hallucinates more than we'd like (though this has improved). Use it for time-saving tasks like transcription and initial pattern recognition. But humans must make the final decisions about what the data means. ## **Getting stakeholder buy-in for market research** Research costs money. Surveys, incentives, software, time. Here's how to secure support: ### **Lead with problems** When churn spikes or new sales tank, leadership meetings inevitably ask "what's going on?" This is your moment. Propose asking the market directly. Frame it as the missing data point that complements your CRM analytics. [Steps to implement your very own thought leadership strategyYou don’t need to be famous, loud, or constantly posting to become a thought leader.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--240.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Steps-to-implement-your-very-own-thought-leadership-strategy-5.png)](https://www.cmoalliance.com/10-steps-to-implement-your-very-own-thought-leadership-strategy/) ### **Position annual research as insurance** Pitch regular research as protection against surprises. You can't afford to let your pipeline suddenly crater. You need ongoing intelligence to spot trends before they become problems. ## **Three advanced techniques most teams miss** ### **Open-ended questions in quantitative surveys** Ask respondents to list three industry trends in text boxes. With 300 respondents providing three answers each, that's 900 qualitative data points. AI can help you analyze the patterns. ### **The stereotype technique** During persona interviews, ask about their perceptions of other departments. "Tell me about those people in product marketing. Stereotypically, what are they like?" The discomfort fades quickly, and you'll gain deep psychological insights about how your personas view their world. ### **Trust but verify** Your sales team's insights are invaluable. But they're not gospel. One salesperson hearing something six times will ring every alarm bell. But if nobody else heard it? Maybe it's not a trend. Always confirm internal intelligence with direct [market research](https://www.cmoalliance.com/ai-and-the-future-of-b2b-market-research-video/). ## **The path forward** Market research isn't just another task on your to-do list. It's your direct line to the people who matter most: your customers and prospects. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXcKBxagAAqDIg4sjlsL1G5RbUFpbLvdyVrbUn_78PvIlalPKAypc1Xr6HyRxf3x89YZ-Wpm_IXCvay_HorGy9xCiTot9EMVRw9pWpEOhSPF3JGRB2daWAb5yjvpQgQIVjCELerl5A?key=gd93S8Mq6faLCHWdCjGo5w) Whether you're troubleshooting pipeline problems, maintaining market awareness, or creating [thought leadership](https://www.cmoalliance.com/10-steps-to-implement-your-very-own-thought-leadership-strategy/), talking directly to your market provides insights no other data source can match. The tools have evolved. AI accelerates our analysis. Digital platforms expand our reach. **But at its core, market research remains beautifully simple: ask good questions, listen carefully, and act on what you learn.** Start small if you need to. Run one qualitative project. Survey your lost deals. Interview your newest customers. But start somewhere. Because in a world drowning in data, the companies that win are those that turn market intelligence into market advantage. And that journey begins with a simple decision: to stop guessing and start asking. --- [*Join our growing community*](https://www.cmoalliance.com/join-the-community/) *of CMOs and marketing leaders to network with your peers, make lasting connections, share your insights, ask for advice, and so much more.* [Community | CMO AllianceReady to connect with CMOs and top-level marketing executives all over the world? Join our community for an exclusive space for CMOs to network, share experiences and insights, and seek advice directly from other CMOs.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--241.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Meta_Image_Template-2-18.png)](https://www.cmoalliance.com/join-the-community/) ### AI and the future of GTM strategy: Critical skills for leaders [Video] URL: https://www.cmoalliance.com/ai-and-the-future-of-gtm-strategy-critical-skills-for-leaders-video/ Last updated: 2025-08-21T08:58:50.000Z --- --- ### Segmentation Certified Masters URL: https://www.cmoalliance.com/learning/on-demand/segmentation-certified-masters/ Last updated: 2025-08-29T07:56:05.000Z _No content available._ ### Persona Certified Masters URL: https://www.cmoalliance.com/learning/on-demand/persona-certified-masters/ Last updated: 2025-08-29T07:56:22.000Z _No content available._ ### The product marketer’s guide to pricing URL: https://www.cmoalliance.com/the-product-marketers-guide-to-pricing-framework/ Last updated: 2025-08-20T12:40:04.000Z Discover the product marketer’s guide to pricing – your essential framework for [pricing](https://www.productmarketingalliance.com/how-to-calculate-the-perfect-product-selling-price/) success. Whether you’re refining your strategy, aligning teams, or executing a pricing plan, this resource is packed with actionable steps and insights to help you make smarter pricing decisions and drive business growth. ## What is the product marketer’s guide to pricing? This framework guides you through key stages of creating or [revamping a pricing strategy](https://www.productmarketingalliance.com/your-five-step-playbook-for-successfully-raising-prices/), ensuring that every aspect is informed by data, aligned with business goals, and capable of driving revenue growth. It covers everything from gathering insights to rolling out new prices to your users, enabling you to make informed decisions at every step. ## Get the product marketer's guide to pricing If you’re not already a member, simply sign up for our free plan and refresh this page to access your template. ![The product marketer's guide to pricing](https://www.productmarketingalliance.com/content/images/2025/08/The-product-marketer-s-guide-to-pricing.png) [The product marketer’s guide to pricingThe product marketer’s guide to pricing.pdf104 KBdownload-circle](https://www.productmarketingalliance.com/content/files/2025/08/The-product-marketer---s-guide-to-pricing.pdf "Download") [The product marketer’s guide to pricingThe product marketer’s guide to pricing.pptx1 MBdownload-circle](https://www.productmarketingalliance.com/content/files/2025/08/The-product-marketer---s-guide-to-pricing-1.pptx "Download") [The product marketer’s guide to pricingThe product marketer’s guide to pricing Your framework for pricing success. Name of course here![](https://www.productmarketingalliance.com/content/images/icon/favicon-2023q4-31.ico)Google Docs![](https://www.productmarketingalliance.com/content/images/thumbnail/AHkbwyKGNl1_zsGRSIMOzwGtpesI3ejEAtUXBpRDCBe460oAZGjcDfxQA0eSQJ_2guba5qH9Fda8So53s6v5smVxOMiB2X8VHqju1Q-WxE9aErGS1-ABboQB-w1200-h630-p)](https://docs.google.com/presentation/d/1jaHtXDa8rDuw08Q-NNNydAoCHMnQMfd%5FtBYZI1AYllM/edit?usp=sharing) _This post is for subscribers only._ ### What changes when marketing gets closer to revenue? URL: https://www.cmoalliance.com/what-changes-when-marketing-gets-closer-to-revenue/ Last updated: 2025-08-20T11:00:02.000Z Even though I came into marketing through a communications lens, I moved quickly into revenue-driven roles. Roles that sat close to sales, where marketing wasn’t just about messaging or visibility but about [performance](https://www.cmoalliance.com/influencer-marketing-the-perfect-combination-of-brand-and-performance/), pipeline, and growth. That shift shaped how I think and how I work. So, let me share what I’ve learnt from a career in [B2B](https://www.cmoalliance.com/b2b-growth-hacking-strategies-for-marketing-leaders/) tech companies, from fast-moving startups to industrial environments. That mix, startups plus heavy industry, might sound odd, but it gave me precisely the kind of clarity I need to understand the constant through it all: a strong bias for marketing that’s accountable to the business. ## **ABM and demand gen aren’t opposites** There’s a lot of discussion around [ABM](https://www.cmoalliance.com/the-role-of-ai-in-b2b-marketing/) and [demand generation](https://www.cmoalliance.com/10-strategies-to-drive-demand-generation-despite-budget-cuts/), and a lot of frameworks that try to separate them. But in my experience, especially in B2B, they aren’t as different as we pretend they are. Most of us are already doing highly targeted marketing. We know exactly which accounts matter. We have the tools. We build the lists. So even when we say we’re doing demand gen, what we’re really doing is one-to-many ABM. At HP, that’s exactly how we approach it. One-to-many ABM is our always-on engine. It’s our [growth](https://www.cmoalliance.com/the-most-important-people-for-driving-growth-as-a-cmo-video/) machine, the thing that consistently feeds the funnel. And then on top of that, we run one-to-few campaigns. More focused, more strategic, more customized depending on the segment or moment. We haven’t needed to go into full one-to-one ABM, given the nature of our business, but the pyramid is there. The structure is there. And it works. **What matters isn’t what you call it. What matters is whether it fits how your business operates and whether it helps marketing show up where it really counts.** ## **The line between marketing and sales is blurring** One of the most important things ABM has done, intentionally or not, is force marketing and sales to work more closely. That can feel uncomfortable at first. [Marketing teams](https://www.cmoalliance.com/driving-marketing-team-efficiency-with-ai-ebook/) sometimes want to keep a clean boundary: “that’s sales, this is us.” But when you start doing ABM properly, that line stops making sense. You can’t do it well if you’re not talking to [sales](https://www.cmoalliance.com/marketing-ops-the-key-to-sales-and-marketing-success/), understanding the deal cycle, or getting visibility into what’s happening after the lead is passed over. And that’s a good thing. Because when marketing gets closer to sales, it also gets closer to revenue. It becomes a go-to-market motion in itself. It stops [being a cost center and starts being a real growth lever](https://www.cmoalliance.com/from-cost-center-to-revenue-powerhouse/). ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXcq231wkZ9aQ4Ue6r_oYPyfDznSK9aPiasA8mRwYkh-WaAWgXWIWVBxTDQMSeL8UlItmJhZGD11HEcxzRp2ZFlJ1mdY_7XfwKJFNmbaFzAn_ToS80sZ6NTrnGhDOUPyU4uiYcQm?key=UD2NYLrfad4seH2GZUMsXw) That’s where I believe marketing needs to sit, right in the center of the growth strategy, interlocked with every other team responsible for [generating revenue](https://www.cmoalliance.com/ai-in-marketing-strategy-trust-revenue-impact-video/). Sales, channel, presales, partners, if they’re part of the motion, so are we. ## **Marketing doesn’t just earn its seat. It keeps it by influencing** There’s something every marketer has to learn early on. Everyone has an opinion about what we do. Everyone’s a [marketing expert](https://www.cmoalliance.com/). Everyone has advice and wants to weigh in. Honestly, that’s not going to change. So the question becomes: how do we use that to our advantage? For me, the answer is simple: influence. If marketing is going to have a seat at the table, we need to be active participants in the business. Not just defenders of our function. We need to shape opinion, not fight it. Bring insight. Back our ideas with impact. Stay close to [customers](https://www.cmoalliance.com/ways-ai-can-help-you-build-stronger-connections-with-your-customers/), to sales, and to strategy, because that’s how you stay relevant. That’s how marketing becomes part of how a company grows. ## **Marketing’s influence on GTM** There’s no magic formula, but if you want marketing to have a real voice in [go-to-market strategy](https://www.cmoalliance.com/one-size-fits-most-approach-to-gtm-strategy/), it starts with understanding the full revenue motion. Not just pipeline numbers. Not just personas or buying journeys on a slide. I mean really understanding what has to happen for someone to become a customer. What the deal cycle looks like. Where it stalls. What actually moves someone forward. That kind of clarity doesn’t come from a spreadsheet. It comes from being in the room. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXeVYdVU0I8WP8W1vltHo5K_oYg62qJkfD2JfyfGxVnqU4Mh7U-E2389k9Frk4XkTmr08h74Bsq1eafrwKNlPFGVk8k9vG9kz-qysI2qeOkGftvFVVbXpDvOGcQZ08tGoFhkM08ifQ?key=UD2NYLrfad4seH2GZUMsXw) Sit in on sales calls. Visit customers with the team. Go to the [events](https://events.cmoalliance.com/). Ask uncomfortable questions. It’s in those unscripted moments where you start to see where marketing can truly influence, not just pipeline creation, but how deals progress and how revenue is won. This is the kind of closeness sales has by default. But as marketers, we need it too. Because we can’t shape a journey we’ve never experienced ourselves. ## **Sales and marketing can’t stay in separate lanes** If you want real [alignment](https://www.cmoalliance.com/5-practical-steps-to-sales-and-marketing-alignment/), you can’t stop at strategy. You have to operationalize it. One thing that’s helped my team is regular funnel calls. And not just with sales leaders, but with everyone contributing to the go-to-market motion, channel, presales, marketing ops, you name it. We meet weekly or bi-weekly to review what’s working, where the gaps are, and how we’re tracking together. We ask the hard questions. Are we generating enough at the top? Are deals converting fast enough? Are we nurturing the right way? We look at the funnel together because it’s the shared language. The shared accountability. Even if our roles are different, our North Star is the same: revenue. Another piece that’s easy to overlook is [sales enablement](https://www.productmarketingalliance.com/your-guide-to-sales-enablement/). If we want our marketing message to land, we can’t just publish content and hope it trickles through. We have to equip the field with what they need. Not just slides, but context. Training. Support. In ABM especially, sales becomes a key marketing channel. What they say, what they show, how they follow up, it all impacts the experience. So alignment isn’t just about leadership syncs. It’s about bringing that connection all the way down to the rep and the marketer who are out there, making things happen. ## **The 3Rs: A simple way to keep long-term brand in the room** Short-term pressure is real. When you’re working closely with sales, everything feels urgent. The quarter always looms. And it’s easy, too easy, to optimize only for what can be measured today. That’s where the 3Rs come in. It’s a framework we use for every campaign: → Revenue (Is this driving short-term impact?) → Relationships (Are we building meaningful connections?) → Reputation (Are we reinforcing the brand we want to be known for?) ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXeemhhp8KptL4ySyQC-JtfhpeKDxalrZZPkimV1mA0TuRyrZ3FVFSiugPcx-TVrT_efqHGdaksQNMEPabk3cerg0ypUctymT53fRFuHSaZ6Qkp2zXsKEgfvukzHlODOKmKyFmmC?key=UD2NYLrfad4seH2GZUMsXw) Even when we’re focused on pipeline, the other two R’s still matter. They keep us honest. They make sure we’re not just chasing numbers, but also strengthening the things that drive growth over time, trust, [positioning](https://www.cmoalliance.com/brand-and-positioning-frameworks-video-2/), and relevance. Without that balance, marketing becomes reactive. And brand-building becomes an afterthought. ## **AI needs a purpose to work for marketing** Like most marketers, we’ve been experimenting with AI at HP. And like most companies, we started in a pretty unstructured way, teams trying different tools, running tests, seeing what worked. But it didn’t take long to realize that without a shared approach, you end up with disconnected efforts, duplicated work, and siloed learnings. So now we’re focused on something more intentional. **First, we ask: what problem are we actually trying to solve? AI can do a hundred things, but that’s the trap. If you’re not clear on the use case, you’ll waste time chasing features instead of outcomes.** In our case, we’re focusing on two areas: 1. [Content tools](https://www.cmoalliance.com/best-ai-powered-marketing-attribution-tools/). Not just generative AI, but more purpose-built platforms. One we’re piloting now helps streamline how we create customer stories and testimonials. Tools like that make a real difference in the messy, specific parts of our workflow, not just headline generation. 1. ABM and demand gen tools. Here, it’s about smart targeting, lead scoring, orchestration. We’re testing what AI-enabled tools can do for segmentation, buyer intent tracking, and automation, especially in how we scale personalization without losing the human part. This isn’t about replacing anything. It’s about working smarter. And choosing the tools that actually solve for the pain points we’ve identified, rather than just jumping on trends. ## **To wrap up** If I could give one piece of advice to emerging marketing leaders, it would be this: get to know your customer. Don't just stay in your cave reading [market research](https://www.cmoalliance.com/ai-and-the-future-of-b2b-market-research-video/) reports. The great thing about B2B is that you have the opportunity to get close to the customer. Go to events, tag along with a field sales rep on a customer visit, and talk directly to customers. This is the only way to truly understand what moves them and to identify genuine opportunities to influence their journey. It's about seeing the person behind the company name and job title, and that's the most valuable insight you can bring to the table. [How MarOps bridges the gap between sales and marketingLearn how MarOps facilitates sales and marketing alignment – for higher conversion rates, faster sales cycles, and more revenue.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--226.png)CMO AllianceMegan Harr![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--33--1-1.png)](https://www.cmoalliance.com/marketing-ops-the-key-to-sales-and-marketing-success/) ## **And some key takeaways** **→ ABM and demand gen are already overlapping** Most B2B marketing today is targeted, whether we call it ABM or not. The point isn’t the label, it’s how well it fits the business and aligns with sales. **→ Get comfortable blurring the line with sales** Great [marketing teams](https://www.cmoalliance.com/building-marketing-teams-in-the-age-of-ai/) don’t stop at lead handoff. They embed. They join funnel calls. They collaborate at every stage of the journey. **→ Don’t rely on research alone. Get in the room** Customer insight lives in conversations, not just reports. To influence the journey, you have to witness it firsthand. **→ Use frameworks like the 3Rs to stay balanced** Revenue is key, but so are relationships and reputation. The best strategies honor all three. **→ AI should solve problems, not create noise** Choose tools that address actual [pain points](https://www.cmoalliance.com/marketing-ops-the-key-to-sales-and-marketing-success/), and make sure they’re used across teams, not just in silos. **→ Field alignment is where strategy becomes reality** The real test of alignment isn’t what leaders agree on. It’s what gets said in front of the customer. **→ Influence starts with showing up** Your seat at the GTM table isn’t guaranteed. You earn it by being present, asking better questions, and helping the business grow. Thanks for reading. If any of this resonates, take it as your nudge to get a little closer to the people your marketing is meant for. --- *Connect with top CMOs worldwide in a private, relaxed space to share insights, seek advice, and stay updated on the latest in marketing leadership.* *From career tips to growth strategies,* [*join a vibrant community*](https://www.cmoalliance.com/join-the-community/) *built for learning, networking, and celebrating marketing successes.* [Community | CMO AllianceReady to connect with CMOs and top-level marketing executives all over the world? Join our community for an exclusive space for CMOs to network, share experiences and insights, and seek advice directly from other CMOs.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--227.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Meta_Image_Template-2-17.png)](https://www.cmoalliance.com/join-the-community/) ### Revenue Marketing Certified: Core URL: https://www.cmoalliance.com/learning/on-demand/revenue-marketing-certified-core/ Last updated: 2025-08-29T07:56:13.000Z _No content available._ ### How to use interactive content to improve engagement and lead quality URL: https://www.cmoalliance.com/how-to-use-interactive-content-to-improve-engagement-and-lead-quality/ Last updated: 2025-08-17T12:00:30.000Z Quick question: Would you rather read a long, boring article or take a fun quiz that gives you personal results? This is a great example of why interactive content is so powerful. It changes passive readers into active participants who engage with your message. Learning how to use interactive content starts with understanding why it works so well. Here are some benefits: - **It feels personal**: When someone takes a quiz and gets results made just for them, they feel like you understand them. - **It sticks in their mind**: People remember experiences much better than information they just read through quickly. - **It builds trust between you and your visitors**: When you give value through helpful tools or assessments, people see you as someone who wants to help, not just sell. The results speak for themselves. Interactive content generates [**twice as many conversions**](https://uplandsoftware.com/kapost/resources/blog/interactive-content-conversions/) as regular, static content. It also keeps people on your website longer, which search engines notice and reward with better rankings. If your goal is long-term sales success, interactive content can be the fuel that moves leads through your pipeline. ## How to use interactive content in 8 simple steps So, we know *why* interactive content is a great idea, but how to get started? Here’s a step-by-step guide to creating engaging interactive content that generates leads. ### 1\. Set clear goals for your interactive content Before you start creating anything, you need to know what you want to achieve. Do you want more people to sign up for your email list? Are you trying to make your brand more memorable? Or perhaps you want to teach customers about how your offerings can help them? Your goals will guide every choice you make along the way. If you want email signups, you'll need to learn how to use interactive content to compel users to register first. If you want brand awareness, focus on content that people will want to share and talk about with others. When you know how to use interactive content with clear objectives, you can design experiences that directly support your business goals. ### 2\. Know your audience well A 25-year-old college student might love taking personality quizzes, but a busy business executive wants practical tools they can use right away. You need to [understand your audience](https://www.revenuemarketingalliance.com/understanding-and-identifying-your-customers/) and what they care about. Start by looking at your current customers. What problems keep them up at night? What questions do they ask most? What kind of content do they already read and share on your website? For example, if many users seek guidance on user onboarding, offering content like[ onboarding tooltips](https://flook.co/blog/posts/onboarding-tooltips) might resonate and lead to higher engagement. Create simple profiles for each group of people you want to reach. Write down their age range, what jobs they have, their biggest challenges, and what types of content they prefer. It will help you pick the right interactive format later in the process. ### 3\. Audit your existing content Don't start from scratch when you already have good material to work with. Learning how to use interactive content can sometimes mean looking through your best-performing content and thinking about how you could make it interactive. Go through your top 10 pieces of content one by one. For each piece, ask yourself this simple question: "How could someone interact with this information instead of just reading it?" You'll be surprised at the possibilities. This [audit process](https://www.revenuemarketingalliance.com/how-to-do-a-social-media-audit/) is essential when learning how to use interactive content because it builds on the foundation you already have rather than starting from nothing. ### 4\. Choose the right interactive format Now comes the exciting part – choosing the type of interactive content you want to create. Here are the best types of interactive content to use, depending on your goals: - **Quizzes**: Great for entertaining and educating. Use them for personality assessments or helping users discover their needs. - **Calculators**: Think ROI calculators, mortgage estimators, or savings tools. This provides immediate value by solving your audience’s problems. - **Interactive videos**: Ideal for explaining complex topics. Viewers can click on sections or dive deeper into topics that interest them. These are great for tutorials or product demos. - **Assessment tools**: Assessing user’s skills and expertise can be a powerful way to attract serious prospects. - **Chatbots**: These are available 24/7 to offer instant help and automatically capture lead information, making them perfect for qualifying prospects. - **Product recommendations**: If you offer multiple products, a recommendation tool can suggest personalized options. This can [**double conversion rates** ](https://nacelle.com/blog/personalized-product-recommendations-the-three-stage-framework)compared to static product pages. ### 5\. Plan your content structure Once you've chosen your format, map out how people will experience your interactive content. Begin with your end goal and work backward to figure out each step. For a quiz, decide what results you'll provide first, then figure out what questions will lead people to those results. For a calculator, determine what information you need from users and what helpful outputs you'll give them in return. Keep everything simple and focused. Most people won't spend more than 5–10 minutes on interactive content. Limit quizzes to 10–15 questions at most. Ensure every single question moves people closer to your goal. ### 6\. Create valuable, relevant content Your interactive content should help people, even if they never buy anything from you. For example, a marketing agency's social media audit tool should give helpful feedback and actionable advice. Make sure your topic connects to what your business does. If you sell accounting software, a tax preparation checklist makes perfect sense and shows your expertise. ### 7\. Design for user experience Your interactive content needs to look professional and work smoothly on all devices. Poor design and technical problems will kill engagement faster than anything else you could do wrong. Keep the interface clean and simple so people can focus on the content itself. Use clear buttons with obvious labels and make the next steps easy to understand. Test your interactive content multiple times before launching. Understanding how to use interactive content means recognizing that the technical execution is just as important as the creative concept. ### 8\. Promote and measure your results Share your interactive content on social media platforms where your audience spends time. Include links in your email newsletters and add references to them in relevant blog posts. Consider running targeted paid ads to drive more traffic to your best-performing interactive pieces. Track important metrics like completion rates, time spent engaging, and conversion rates from visitors to leads. Most importantly, [measure your success](https://www.revenuemarketingalliance.com/measuring-success-growth-marketing-strategies/) based on the goals you set. If you wanted to increase email signups by 25%, are you on track to hit that target? ## Conclusion Customers expect more than static content, and if you deliver interactive experiences, you’ll see better engagement, higher-quality leads, and stronger brand recognition. Start small. Pick one piece of existing content and think about how you could make it interactive. Test it, measure the results, and build from there. You don't need to revolutionize your entire content strategy overnight. ### What does a marketing operations team structure look like? URL: https://www.cmoalliance.com/what-does-a-marketing-operations-team-structure-look-like/ Last updated: 2026-05-18T16:44:44.000Z Marketing operations ties together how you work, handle your data, and pick your tech, so that your campaigns can grow and improve. Nearly [98% of B2B marketers](https://business.adobe.com/content/dam/dx/us/en/resources/reports/the-state-of-marketing-automation/the-state-of-marketing-automation.pdf) think marketing automation is key to success, while [78% rely on it](https://www.digitalsilk.com/digital-trends/marketing-automation-statistics) to manage complex multi-channel processes. Without it, marketing teams can become slowed down by inefficiencies, have a hard time measuring their impact, and find it difficult to scale. A solid **marketing operations team** structure makes things clear, defines who does what, and helps teams work together. So, it’s important you get it right. ## **The core pillars of a marketing operations team structure** The size and complexity of a marketing operations team structure will change based on the company, but most are built around a set of core pillars. These areas are separate but work with each other to keep marketing running smoothly. [Scaling marketing operations without losing your mind (or your data)Scaling marketing operations takes more than headcount. It’s about process, technology, and talent. Here’s how global leaders structure for growth and overcome real-world challenges.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--231.png)CMO AllianceDanielle Balestra![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/MarOps-scaling-lessons-1.png)](https://www.cmoalliance.com/scale-your-marketing-operations-without-losing-your-mind/) ### **1\. Leadership and strategic direction** At the top sits a leader (like a Head of Marketing Operations, Director, or VP) who decides how things should go to make sure operations match the business’ goals. They [set priorities](https://www.cmoalliance.com/top-5-priorities-for-marops-teams/), manage budgets, and explain why marketing operations matters to executive leadership. Their work also includes setting the vision for MarOps, ensuring it aligns with the wider business strategy, and overseeing how it performs. More and more, these leaders are getting a say in big decisions: [**37% of marketing operations professionals report**](https://marketingops.com/state-of-the-marketing-ops-professional-research-2024/) **having “a seat at the table”**, showing growing influence at the C‑suite level. These leaders also act as the primary point of contact between marketing operations and executive leadership, making the case for new investments and reporting on results. A strong leader knows the big picture and is also aware of what’s happening on the ground. They can see how marketing ops helps the company grow and also fix problems, like when systems don't work together or processes are slow. This combination of perspectives ensures marketing operations is both relevant to the business and suitable for day-to-day demands. ### **2\. Marketing technology management** Technology forms the backbone of marketing operations. Tools like CRM platforms, marketing automation software, content management, and analytics help you run and measure campaigns at scale. And martech specialists are the ones selecting tools, integrating platforms, monitoring how they’re used, and ensuring people are actually using them. Their efforts matter: when picking marketing tools, [**81% of operations professionals**](https://marketingops.com/state-of-the-marketing-ops-professional-research-2024/) **say integration is their top priority**, well above even cost or scalability. ### **3\. Data and analytics** Marketing ops needs to take data and turn it into something you can actually use. Analysts clean up and connect data, make dashboards, and see how well campaigns are doing while keeping data safe. Then, marketing leaders can make smart choices. By seeing what's up, what's working, and what's not, analytics helps you plan and make your campaigns better. More than data collection, you need to figure out what it all means. [**30.55%** of marketers say data](https://www.hubspot.com/marketing-statistics) helps them find the best strategies, **29.59%** say it improves ROI, and **27.36%** say it helps them reach audiences better. ### **4\. Process and workflow optimization** Making processes run well is important, but this can be an overlooked part of marketing ops. After all, MarOps ensures that projects move smoothly from one stage to the next and that every team member knows what they need to do at each step. Marketing operations professionals document workflows for different types of campaigns, from email marketing to large-scale product launches. They plan timelines, who needs to approve what, and key dependencies, so that the work is done well. They also monitor how processes are working in practice, spotting bottlenecks or unnecessary steps and making adjustments to improve performance. Good workflow management reduces delays, helps teams work together, and ensures that quality is maintained even when there’s more work to be done. ### **5\. Campaign operations** Campaign operations specialists turn plans into action by setting up ad campaigns, building automation, checking quality, and launching campaigns. They connect strategy and delivery. They also monitor campaigns and optimize them in real time to make sure they're working as they should. [Turning MarOps planning into your competitive advantageMastering the art of planning and implementation in marketing operations isn’t about finding the perfect framework or the latest tool…![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--232.png)CMO AllianceAna Panizo Neary![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--35--1.png)](https://www.cmoalliance.com/turning-marops-planning-into-your-competitive-advantage/) ### **6\. Enablement and training** Enablement professionals bring on new hires, create user documentation, train people, etc. They make sure the marketing team can use its tools, follow its processes, and use its data effectively. They also promote best practices across the team, so that everyone is on the same page. Interestingly, [**56%** of marketing operations professionals](https://marketingops.com/state-of-the-marketing-ops-professional-research-2024/) say they lack adequate training and development opportunities. If you don’t invest in enablement, tools and workflows can fall short, and systems will fail without capable users. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXdpC7I8M3FgplXf-m6TBzUM8lRCULarwglQtlINr3q4L_mkYqI7d7B7kR0jzsl59iiKuu6Iha2jLG2aaSIVbzZ3xBMpvxumFto5Ks1ol_otcqmtiZvGk-Axtik7fRehPiBwFaT3sA?key=qxsuF1jprDNOPnFnWhqCBg) ## **Collaboration across departments** U.S. companies [may lose as much as $1.2 trillion per year](https://www.grammarly.com/business/Grammarly%5FThe%5FState%5FOf%5FBusiness%5FCommunication.pdf) because of communication breakdowns, which really highlights the importance of collaboration. A marketing operations team does not work alone. It helps and depends on other parts of the company. [Collaboration with sales](https://www.cmoalliance.com/marketing-ops-the-key-to-sales-and-marketing-success/) is key to making sure leads go smoothly between the teams and that both sides agree on what the customer journey looks like. For example, agreeing on how to score leads and pass them off can help with more conversions. Working with IT is equally important, especially for connecting systems, maintaining security, and ensuring that the tech is able to handle what marketing needs. Finance also helps by watching the budget and helping to measure the return on marketing investments. Marketing operations must then track their spending and ensure forecasts are accurate, as well as that resources are used on what helps the most. ## **Different structures for different company sizes** The structure of a marketing operations team will differ based on the size and needs of the company. In **smaller businesses**, one marketing operations manager might do everything, from tech management and data analysis to planning and campaign execution. This generalist approach works when there's not too much work and the team can hire externals for specialist tasks. In **mid-sized organizations**, the function grows to include specialists for key areas like MarTech, analytics, and campaign operations. This allows for greater expertise and for MarOps to handle more work without sacrificing quality. In **large enterprises**, marketing operations may become its own department with sub-teams dedicated to different tasks. For example, there might be separate teams for tech, data, planning, and enablement, each with its own manager. This level of specialization allows for more advanced work but needs a strong leader to ensure everyone is aligned. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXd7v_zxOhiC_RodEl1dNhsFytg6iGQa24VIL_TXQirlRXEIOp0OZ3DQo8JRTrjhj-wx4fCPIWwEM9YhC96-s22NwuWc3SMxZ5YYTwQgs7qhwnNst_zeDgzHqHvViUoXRM3hW1Rb?key=qxsuF1jprDNOPnFnWhqCBg) Despite the size, the goal is the same: clarity, execution, and collaboration. ## **Building an effective marketing operations team** Creating a good marketing ops team is more than hiring people. The structure should help everyone work together, be accountable, and continuously improve. Clear roles help prevent overlap and make sure that everything is covered. Processes should be documented so they can be followed consistently and scaled as the company grows. The tech stack should be selected to meet both current and future needs, with integration and usability as key aspects to be considered. Measuring performance is essential. Regular reviews let leaders see whether MarOps is delivering on its objectives and where there are opportunities for improvement. Ongoing training and development help the team stay up to date with the latest tools, techniques, and best practices. This is particularly important in areas like analytics and martech, where things change fast. Keep in mind that B2B companies allocate [just ****8.7%** of their total budgets](https://rootdigital.co.uk/blog/b2b-marketing-statistics/) to marketing, though they still need to deliver. ## **Overcoming common challenges** When it comes to a marketing operations team structure, there are several common problems that come up, no matter how good or big the team is. ### **Tool overload/poor integration** Many marketing operations teams inherit or acquire many tools that overlap, so workflows can be slow and the data inconsistent. Without integration, systems don’t talk to each other. This slows execution and makes it hard to make decisions. ### **Data silos** Different teams or platforms often collect and store data independently, so you get a fragmented view of your customers. Poor data (duplicate records, missing fields, outdated contacts) leads to reporting inaccuracies and hurts the performance of your campaigns. ### **Lack of clear processes** Without workflows, campaigns can be slow, have miscommunication, and be inconsistent. When people don't know what to do, work may even be done twice or not at all. ### **Resistance to change** Even when new steps or tools are helpful, teams might not want to use them, especially if they feel the change messes up what they're used to or makes them do more work. [What you should be doing to make your marketing SGE-readyThis is how you build authority, create value, and win in the world of AI-powered search.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--233.png)CMO AllianceTerri Leigh Rhody![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--32--4.png)](https://www.cmoalliance.com/prepare-your-marketing-for-search-generative-experience/) ### **Difficulty demonstrating ROI** Because marketing operations often works behind the scenes, it can be hard to prove how it contributes to revenue. Without clear KPIs, leaders might not think it's important, limiting investment in staff or technology. ### **Limited resources** In smaller companies, one manager might have to handle it all, including tech, data, campaigns, and planning, while also fixing urgent problems. ### **Misalignment with other departments** A lack of coordination with sales, IT, or finance can lead to inefficiencies, duplicate spending, and conflicting priorities. Without shared goals, marketing ops might not be able to help with the bigger plan. ## **In short** A well-defined marketing operations team structure is essential for delivering consistent, efficient, and measurable marketing results. By aligning leadership, technology, data, processes, execution, and enablement, MarOps helps marketing to focus on strategy and creativity. --- [MarTech Summit | BostonLearn how to streamline your MarTech stack, drive efficiency, and leverage AI and automation tools in your marketing operation.![](https://static.ghost.org/v5.0.0/images/link-icon.svg).style-65cdffdcd48a30cb7da3635f-logo- { position: relative; display: block; &:hover .WrapperHandleClick { display: block; } display: flex;position: relative;height: 76px;margin-right: 0px;float: left;background-size: contain;background-repeat: no-repeat;background-position-y: center;background-image: url('https://assetsacara.com/production/organizations/627f9afc640013285ccf8c52/1752510144858-CMOFULLLOGOSECONDARYONWHITE.webp');margin-left: 40px;min-width: 170px; @media (max-width: 76.8em) { margin-right: 2rem;width: 56px;margin-left: 10px;background-image: url('https://assetsacara.com/production/organizations/627f9afc640013285ccf8c52/1752510144858-CMOFULLLOGOSECONDARYONWHITE.webp'); } @media (max-width: 37.5em) { background-image: url('https://assetsacara.com/production/organizations/627f9afc640013285ccf8c52/1752510144858-CMOFULLLOGOSECONDARYONWHITE.webp');display: block;flex-direction: row-reverse;width: 5.5rem;min-width: 200px;height: auto;margin-left: 8px; } }![](https://assetsacara.com/production/organizations/627f9afc640013285ccf8c52/1776176614575-META-MarketingOperationsSummit1.webp)](https://events.cmoalliance.com/location/martech/) Join the sharpest MarTech minds in Boston on October 29 for a day of strategies, connections, and proven results. Walk away with the tools, insights, and network to turn complexity into your competitive advantage. ### Aligning GTM teams and the C-suite in the AI era URL: https://www.cmoalliance.com/aligning-gtm-teams-and-the-c-suite-in-the-ai-era/ Last updated: 2025-08-14T12:29:43.000Z Throughout my career, one lesson has been crystal clear: growth doesn’t happen by accident. The “magic” happens when an organization builds a sound growth strategy, and then aligns every single GTM function around it. ## Why alignment matters more than ever We’re operating in an environment where technology (especially AI) is evolving daily. [B2B methodologies](https://www.cmoalliance.com/b2b-brand-strategy-key-tactics-to-revive-and-re-evaluate-it-2/) are shifting just as quickly. Buyer journeys are changing. The barrier to building products is falling dramatically. When ChatGPT-5 was announced, one of the central themes was how AI can help build products in minutes. That’s powerful, but it also means the real challenge is no longer building the product. It’s getting it to market and standing out in an increasingly crowded landscape. The data here is sobering: long-standing research from firms like SiriusDecisions shows that only [**25% of product launches meet their revenue targets**](https://www.hookdig.com/hubfs/Forrester-Winning-The-New-B2B-Buyer.pdf). Layer on the acceleration that AI brings to product development, and without better alignment, that percentage is likely to shrink even further. Other research from McKinsey and Harvard Business Review reinforces this point: strong organizational alignment directly improves product success rates and company profitability. Yet too often, the [C-suite](https://www.cmoalliance.com/are-cmos-and-ceos-aligned-on-the-use-of-ai/) focuses heavily on tactical AI adoption for product development without giving equal weight to what it means for [**go-to-market execution**](https://www.cmoalliance.com/go-to-market-blueprint/). ## The hidden cost of misalignment Go-to-market teams aren’t just marketing and sales. They include customer success, partner teams, and often product marketing functions. When these teams are misaligned, nearly every key performance indicator suffers. Your pipeline becomes harder to build because no one agrees on who you’re targeting. Your cost of customer acquisition rises because your sales process isn’t repeatable. [Messaging](https://www.cmoalliance.com/more-than-just-talking-messaging-and-positioning/) misses the mark, driving down click-through and conversion rates. Win rates decline. [Churn](https://www.cmoalliance.com/how-to-reactivate-churned-users/) rises. The result? A hit to both your top line and bottom line. Misalignment is expensive, it erodes efficiency and profitability simultaneously. ## Where alignment breaks down in the C-suite From my own experience and conversations with CMOs, CROs, CFOs, and other executives, I’ve found that misalignment often starts with a simple, but critical, disconnect: the leadership team isn’t aligned on the **target market**. If the CMO, CRO, and CFO can’t agree on which segment to prioritize, resource allocation becomes a guessing game. The CFO struggles to budget effectively. Sales pushes for features to close specific deals. Product teams prioritize entirely different areas. Commitments slip. Timelines break. Another frequent culprit is the absence of a **single source of truth** for capturing and analyzing market signals. Many companies still rely on [collaboration tools](https://www.cmoalliance.com/using-ai-to-foster-collaboration-with-julia-goebel-cmo-at-komodo-health/) like Slack and Google Slides. Great for communication, but insufficient for gathering, analyzing, and systematically acting on market intelligence. ## What great alignment looks like When alignment is strong, you see it everywhere: - [Product-market fit](https://www.cmoalliance.com/how-to-validate-if-your-saas-startup-has-achieved-product-market-fit/) becomes evident in your channel and message fit. - Customers respond to your messaging, leading to higher [conversion rates](https://www.cmoalliance.com/user-intent-the-true-secret-to-amazing-conversion-rates/). - Revenue growth accelerates and retention follows. - Net Promoter Scores rise because customers love both the product and the experience. - Employee engagement improves because everyone understands the shared objectives and how their work contributes to the bigger picture. I’ve seen employee engagement surveys for years, and the common thread in low-scoring organizations is a lack of clarity: people don’t understand what’s happening in the business or how they fit into the plan. A shared narrative changes that. ## Staying agile as the market moves The market moves fast, and with AI, it’s moving even faster. New competitors emerge overnight. Pricing pressure can shift your economics in weeks. Regulatory changes can alter your go-to-market playbook in months. To keep up, GTM teams need two things: 1. **A single source of truth** so everyone is working from the same signals, strategy, and value propositions. 2. **An** [**agile methodology**](https://www.cmoalliance.com/instead-of-a-perfect-marketing-organization-build-an-agile-one/), not just in software development, but in go-to-market execution. Imagine a single connected view that ties strategy, messaging, and execution into one adaptive framework. That’s what agile GTM practices can deliver. At SureRev.ai, we’ve published a [white paper on agile go-to-market methodologies](https://www.surerev.ai/agilegtm) because we believe it’s the way forward. It’s not complicated, but it requires a mindset shift. ## Using AI to drive alignment, not just activity [AI](https://www.cmoalliance.com/ai-marketing-leaders-ebook/) is everywhere. In B2B, it’s impossible to scroll through LinkedIn without seeing new AI announcements. The question is: how do we make AI work for alignment, rather than simply adding noise? The opportunity lies in AI’s ability to **connect the dots** between siloed outputs, across marketing, sales, product, and customer success. By combining AI technology with context engineering and agentic frameworks, organizations can not only increase efficiency but also create true alignment. This means linking projects, strategies, and dashboards to drive toward **shared outcomes** rather than disconnected deliverables. ## Rethinking “market signals” One of the most underutilized opportunities for CMOs and their C-suite peers is leveraging AI to identify and act on **custom market signals**. Too often, teams define signals too narrowly – focusing on generic triggers like funding rounds or job changes. While these can be useful, the most valuable signals are unique to each business. For one company, strategic partnerships might be the most relevant indicator. For another, it could be acquisitions, event activity, or shifts in channel strategy. The key is defining what *signals are relevant to your business*, using AI to detect them, and then adapting both strategy messaging, and execution in almost real time. ## A call to CMOs At the [CMO Summit in Boston](https://events.cmoalliance.com/location/boston), I’ll be hosting a roundtable titled: **“From Signals to Strategy: Harnessing Real-Time Market Intel and GenAI to Crack the C-Suite Alignment Code.”** My goal is to create a space where marketing leaders can share stories, frameworks, and tools for driving alignment – not just within marketing, but across the entire organization. CMOs are under immense pressure to prove the value of their function. Yet they also have a unique vantage point: they are the keepers of market knowledge. This gives them the potential to be the connective tissue linking product, sales, and customer success, the leaders who can turn signals into strategy and strategy into growth. If you’re attending, I look forward to the conversation. If you’re not, my message remains the same: in the AI era, alignment isn’t optional. It’s the difference between a product that thrives and one that disappears into the noise. [Get your ticket to attend](https://events.cmoalliance.com/location/boston) ### Marketing operations as the missing link in product marketing strategy URL: https://www.cmoalliance.com/marketing-operations-in-product-marketing-strategy/ Last updated: 2026-03-02T09:39:06.000Z *This article is based on* [*Axel Kirstetter*](https://www.linkedin.com/in/axlki/)*’s talk at our MarOps Summit.* I lead the global product marketing team at Guidewire Software – a $15 billion, publicly listed company with about $1 billion in annual [revenue](https://www.cmoalliance.com/from-cost-center-to-revenue-powerhouse/). We build SaaS solutions for the insurance industry, focusing on property and casualty, or general insurance. That means we’re deeply embedded in a very specific vertical, working with a customer base that’s often complex, highly regulated, and cautious about change. You might be wondering why a product marketer like me is talking about [marketing operations](https://www.cmoalliance.com/turning-marops-planning-into-your-competitive-advantage/). That’s usually considered a separate discipline, one that handles processes, systems, and automation for campaigns, leads, and data management. But in product marketing, particularly at scale, you eventually run into the same [challenge](https://www.cmoalliance.com/fractional-cmo-roles-benefits-and-challenges/): without an operating model, you can’t grow effectively. When you [have a small team](https://www.cmoalliance.com/how-are-cmos-structuring-their-teams-in-2025/), you can get away with ad hoc approaches. But with 25 product marketers spread across different markets, you need systems and processes. You need a way to onboard new people without chaos, a way to keep everyone working from the same [playbook](https://www.cmoalliance.com/from-data-to-action-the-cmo-playbook/), and a way to scale what works. I’ve spent a lot of time figuring out how to do exactly that, and that’s what I want to share here. My goal is to give you a clear view of three things: **first**, what product marketing actually does, because it’s often misunderstood; **second**, how to think about the emerging area of product [marketing operations](https://www.cmoalliance.com/marketing-ops-the-key-to-sales-and-marketing-success/); and **third**, some practical ideas you can take away to make your own product marketing function more effective. [AI-powered lead scoring: The secret to winning more dealsUnlock pipeline efficiency and close more deals with AI-powered lead scoring. Discover how it transforms sales qualification and boosts revenue.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--222.png)CMO AllianceSameer Danave![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AI-powered-lead-scoring-The-secret-to-winning-more-deals------Sameer-Danave-----Aziro-1.png)](https://www.cmoalliance.com/ai-powered-lead-scoring-the-secret-to-pipeline-efficiency-and-closing-more-deals/) ## **Understanding product marketing** If you’ve worked with product marketers from different companies, you’ve probably noticed that the role never looks exactly the same twice. Even within the same industry, responsibilities and [priorities](https://www.cmoalliance.com/top-5-priorities-for-marops-teams/) can vary wildly. The only constant is that product marketing sits in the middle of the business, [connecting dots between teams](https://www.cmoalliance.com/proactive-approach-sales-marketing-alignment/) that might not otherwise have natural points of contact. We’re a hub for four major groups. First is **sales**, where we often own or [support sales](https://www.cmoalliance.com/marketing-ops-the-key-to-sales-and-marketing-success/) enablement. This might mean creating battlecards, training decks, objection-handling guides, or even entire playbooks. Then there’s **customer success**, where we get involved after launch to drive adoption and ensure customers get value. We work closely with **marketing** on campaigns and early-funnel activity. And we partner with **product** to plan for future releases, ensuring the roadmap aligns with market needs and competitive realities. We also play a role in different [go-to-market](https://www.cmoalliance.com/why-accessibility-should-be-central-to-your-go-to-market-strategy/) models. In a product-led growth environment, for instance, the boundaries between product, marketing, and product marketing blur. We have to bring everything together into a unified motion that attracts, converts, and retains users directly through the product experience. ## **A framework for the role** The Product Marketing Alliance offers a [framework](https://www.cmoalliance.com/templates-frameworks/) I find useful, even though others exist, like McKinsey, Gartner, and Forrester. The Alliance framework breaks the role into **five stages**. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXfJpp-Lbl4_XcmdREN9WdzVtm_Nv5d7EZ0YPZ_ZIqwDVRVT9NoGD-ekLXf1KPU_P072WjHOwvQHtYhMuTSvXiLO37WtKYHx7at_Cw9ReA344M4ZI6cvmO7owoIayjMNC88yT-suoQ?key=_sGrXT-CHv0_BdRLh8XOhw) The first, **Discover,** happens before a product exists. This is about identifying problems worth solving. It means conducting [market research](https://www.cmoalliance.com/ai-and-the-future-of-b2b-market-research-video/), developing business cases, and running win-loss analysis. Depending on your company, some of these might be owned by other departments – finance might handle the business case, sales might do the win-loss interviews – but collaboration is essential. The second stage is **Strategize**. Now that you understand the problems in the market, you decide how to address them. This involves defining goals, deciding on pricing, and choosing a go-to-market strategy. Will you sell directly? Through partners? Online? What’s the mix? Next is **Define**, where you crystallize the offering. You work on differentiation, messaging, positioning, use cases, and segmentation. Then comes **Get Set**, which is the launch readiness phase. This is where training, enablement, and campaign preparation happen. Finally, **Grow** is all about what happens after launch. Are customers adopting the product? Are they expanding their usage? Are we capturing the full value? In my experience, every company interprets these stages differently, but the principles apply universally. ## **Building a product marketing operating system** When I talk about a product marketing operating system, I mean the repeatable [workflow](https://www.cmoalliance.com/ai-transforming-enterprise-workflows/) that takes an idea from insight to market impact. At Guidewire, it starts with gathering market insights. You can’t do anything well unless you understand the problems you’re solving, both for the market at large and for individual customers. This involves monitoring research reports, talking to analysts, and digging into competitive intelligence. I make a point of encouraging my team to run win-loss interviews themselves. Tools exist that can automate some of this, but there’s no substitute for hearing directly from the people who chose you (or didn’t). I’ve found that six to eight conversations are often enough to see patterns emerge. Competitive intelligence is another essential input. I think of it in two flavors: inbound and outbound. Outbound is the competitive positioning we give to our sales teams (a.k.a., how to win against specific rivals). Inbound is the market chatter we monitor and respond to, whether that’s a competitor announcing a new feature or analysts shifting their perspective. The next step is turning insights into a marketing plan. I always structure these around four areas: awareness generation, [demand generation](https://www.cmoalliance.com/10-strategies-to-drive-demand-generation-despite-budget-cuts/), adoption, and enablement. Not every plan needs all four in equal measure. [Balancing art and science: When does marketing need intuition?Data and science are reliable and provide results, but there’s more nuance to marketing successfully beyond the hard numbers.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--223.png)CMO AllianceChris Bretschger![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--23--1.png)](https://www.cmoalliance.com/balancing-art-and-science-when-does-marketing-need-intuition/) For a net-new product in a new market, [awareness](https://www.cmoalliance.com/we-need-to-talk-about-start-up-branding/) and demand might dominate. For an enhancement to an existing product, adoption and enablement could be the focus. A plan is more than just a list of activities, as it’s also a schedule. That’s why I insist on a content calendar. Other teams need to know when assets will be available so they can plan campaigns and outreach. Alongside that, we maintain a bill of materials that includes both the major “hero” assets – a flagship case study, for instance – and all the derivative [content](https://www.cmoalliance.com/content-driven-advertising/) that comes from them, such as videos, blog posts, or customer quotes. Positioning and messaging come next. This is often the most intellectually demanding part of the job. You have to define exactly who the product is for, how it’s different, and why anyone should care, and you have to do it in a way that’s both truthful and compelling. I develop [positioning](https://www.cmoalliance.com/b2b-brand-strategy-key-tactics-to-revive-and-re-evaluate-it-2/) after the marketing plan is in place, because the plan often shapes the way we tell the story. Once positioning is nailed down, activation begins. This is about bringing the strategy to life through tangible assets: sales one-pagers, solution briefs, web updates, even what I call a “money slide”: one visual that captures the entire story. I’m a big believer in creating structured sales plays, which map assets to stages of the buyer journey so that sales teams know exactly what to use, when, and why. Finally, we get to reporting and [measurement](https://www.cmoalliance.com/the-cmos-guide-to-measurement-report/). Reporting is descriptive, it tells you what happened. Measurement is evaluative, since it tells you whether what happened was good or bad. If you ran a campaign and got ten leads, was that a success? Without a benchmark, you can’t say. That’s why I like to set thresholds in advance: for example, between eight and twelve leads is green, fewer than five is red, anything in between is yellow. ## **How the team works: The four pillars** Product [marketing operations](https://www.cmoalliance.com/top-5-priorities-for-marops-teams/) go beyond process into culture as well. In my team, that [culture](https://www.cmoalliance.com/building-a-creative-culture-as-a-cmo/) rests on four pillars: rituals, initiatives, KPIs, and accountabilities. Rituals are the patterns that shape daily life. We have a regular cadence of one-on-ones, team meetings, and cross-functional check-ins. Communication norms are clear: [Slack](https://www.cmoalliance.com/join-the-community/) for informal, quick exchanges; email for formal updates. Sometimes I send [short video](https://www.youtube.com/@CMOAlliance/shorts) updates instead of long written ones, as it’s faster for me, and often more engaging for the team. Initiatives are the major projects we’re driving. At any given time, that might include supporting regional events, contributing to product launches, or preparing for our annual customer conference, which draws around 3,000 attendees. KPIs are the measures we use to track progress. I think about these in two categories: production and consumption. Production tells us whether we’re creating enough to feed the business; consumption tells us whether people are actually using what we create. We pull [data](https://www.cmoalliance.com/zero-party-data-vs-first-party-data/) from enablement platforms like Highspot to see which sales materials are being accessed, and from tools like Google Analytics to see how web content is performing. Accountability is about clarity. Everyone knows what they own, whether it’s the messaging framework for a product line or the naming convention for new services. We keep an org chart that includes not just names and photos, but time zones and areas of ownership. With a distributed team, that’s critical. ## **The one-slide plan and beyond** I’m a big believer in concise [communication](https://www.cmoalliance.com/5-practical-steps-to-sales-and-marketing-alignment/). My marketing plan template fits on one slide, but it covers everything we need: the strategic goals, the measurable objectives, the programs we’ll run, the tactics we’ll use, and the definition of success. Strategic goals usually come from sales or product [leadership](https://www.cmoalliance.com/10-steps-to-implement-your-very-own-thought-leadership-strategy/), but we translate them into something that’s actionable for product marketing. Objectives are specific: “$500K in pipeline” is much better than “raise awareness.” Programs fit into awareness, pipeline, enablement, and adoption, and tactics are chosen accordingly. Working in quarters helps keep focus. A quarterly content calendar lays out the deliverables, the regions they apply to, the products they support, the delivery dates, and the [strategic goals](https://www.cmoalliance.com/finding-balance-as-a-marketing-leader-between-short-and-long-term-goals/) they connect to. This makes production predictable and ensures alignment with business priorities. I’m also moving toward using a balanced scorecard for product marketing. It measures performance across four perspectives: financial, product, customer, and process. For example, **financial** might track pipeline creation; **product** might look at launch adoption rates; **customer** could measure satisfaction or advocacy; and **process** might evaluate whether assets are delivered on time and to quality standards. Each [metric](https://www.cmoalliance.com/how-to-get-more-from-brand-marketing-analytics/) is rated against a target, so it’s immediately clear whether we’re on track. ## **Balancing structure and flexibility** One of the most common questions I get is how to balance structure with flexibility. My answer is that you need both. Structure gives you credibility and [alignment](https://www.cmoalliance.com/aligning-sales-and-marketing/). It ensures that people know what’s happening and when. But flexibility allows you to adapt when circumstances change and they always do. If we see partway through a quarter that pipeline coverage is slipping, we might shift resources from awareness campaigns to activities that help close deals in the near term. Plans are made to be executed, but also to be adjusted. The cultural environment you create as a leader determines how easy it is for your team to pivot without losing momentum. ## **A simple approach to metrics** Another question I hear often is which metrics matter most. My philosophy is to keep it simple, especially at the start. Track two things: **content production** and **content consumption**. Production shows whether you’re feeding the machine. Consumption shows whether anyone cares. If you have one without the other, you have a problem. Balance them, and you’ll have a solid foundation for measuring and improving [performance](https://www.cmoalliance.com/influencer-marketing-the-perfect-combination-of-brand-and-performance/). ## **Final thoughts** A product marketing operating system isn’t about creating bureaucracy for its own sake. It’s about building a framework that anchors product marketing in real market needs, aligns it with other functions, and allows it to scale as the organization grows. When you combine market insights, thoughtful planning, disciplined positioning, creative activation, and rigorous measurement, you create a virtuous cycle. The team learns, adapts, and improves over time. Stakeholders know what to expect. And product marketing moves from being a support function to being a driver of [growth](https://www.cmoalliance.com/b2b-growth-hacking-strategies-for-marketing-leaders/). In my experience, the more transparent and repeatable your operating system, the easier it is for others in the company to trust, support, and leverage product marketing to its full potential. ### Scaling marketing operations without losing your mind (or your data) URL: https://www.cmoalliance.com/scale-your-marketing-operations-without-losing-your-mind/ Last updated: 2026-05-18T16:49:01.000Z Scaling a [marketing operations function](https://www.cmoalliance.com/marketing-ops-the-key-to-sales-and-marketing-success/) is never simply a case of adding headcount or investing in new software. It requires a thoughtful blend of process, [technology](https://www.cmoalliance.com/can-ai-unlock-your-brands-humanity/), and talent that works not just in one market, but across multiple regions, business units, and compliance environments. For organizations that operate globally or across complex internal structures, getting this right can determine whether marketing is perceived as a strategic driver or just a service function. Years of experience in marketing operations [leadership](https://www.cmoalliance.com/the-power-of-b2b-thought-leadership/) roles reveal three core truths: - Scaling starts with understanding the current state, - It succeeds through alignment with organizational priorities, and - It depends on making value visible to stakeholders. Here's what [**Harjeet Singh**](https://www.linkedin.com/in/hjtsingh/), Sr Director Marketing and Demand Gen Operations at Finastra, [**Danielle Balestra**](https://www.linkedin.com/in/daniellebalestra/), Director of Marketing Technology and Operations at Goodwin, and [**Nadya Koleva**](https://www.linkedin.com/in/naddito/), Expo 2025 Operations Director have to say about this topic. **This article is based on a panel talk from our MarOps Summit, where these experts discuss the challenges and strategies involved in scaling marketing operations teams across various regions and business units.* ## **Starting small and scaling smart** A successful scale-up begins with a clear-eyed assessment of how the organization operates today. That means looking at how the business [goes to market](https://www.cmoalliance.com/why-accessibility-should-be-central-to-your-go-to-market-strategy/), how teams are structured, and what tools are in place – and then asking whether those tools and structures are fit for the future. When approaching a new role, **Danielle Balestra** begins by assessing whether the current configuration is built to scale. She examines the [team’s skills](https://www.cmoalliance.com/adaptability-resilience-and-the-value-of-diverse-experience/), the level of [automation](https://www.cmoalliance.com/balancing-ai-and-human-creativity-in-modern-marketing/) already in place, and where investment in talent or technology could have the most immediate impact. From there, she creates a plan for leadership that highlights specific gaps and explains how closing them will help the business meet its objectives. This method works even when the starting point is fragmented. **Harjeet Singh** stepped into a [marketing operations](https://www.cmoalliance.com/marketing-ops-the-key-to-sales-and-marketing-success/) function that covered only part of its five core pillars. Roles and responsibilities were scattered, with no central coordination. His advantage was the presence of a center of excellence in Manila, which took on reporting, [budget management](https://www.cmoalliance.com/where-are-marketing-budgets-being-spent/), and personal data processes. Over time, that team’s scope expanded to support regional marketing efforts across Asia-Pacific, Europe, the Middle East, and North America. When Finastra shifted from a regional to a business-unit-based [marketing model](https://www.cmoalliance.com/why-marketing-needs-better-data/), marketing operations stayed centralized under corporate marketing. This decision allowed Harjeet’s team to maintain consistent processes while serving all business units equally. The creation of a second center of excellence in Bucharest further strengthened support for EMEA and North America. In another context, **Nadya Koleva** focused on getting thirteen separate verticals to “speak the same language.” She introduced monthly and quarterly business reviews with the CEO, tied to clear KPIs and supported by visual dashboards. Her internal marketing operations team remained lean (just three people) but was backed by an outsourced 17-person data team. This combination of in-house oversight and external execution allowed for centralized reporting and more consistent [performance measurement](https://www.cmoalliance.com/the-cmos-guide-to-measurement-report/). [The CMO’s Guide to Measurement: Master Marketing ImpactHow triangulation shows marketing’s true impact![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--220.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/The-CMO-s-guide-to-measurement-6.png)](https://www.cmoalliance.com/the-cmos-guide-to-measurement-report/) ## **Challenges of scaling marketing operations across borders** Scaling marketing operations comes with familiar hurdles. One persistent tension is the balance between urgent, tactical requests and [longer-term strategic initiatives](https://www.cmoalliance.com/the-secret-to-successful-long-term-marketing-plans/). **Danielle's** team is often asked to turn around campaigns and sales promotions at short notice. While necessary, these tasks can push aside the strategic projects that would make marketing more efficient in the long run. Gaining buy-in for those longer-term initiatives means showing stakeholders exactly how they will reduce firefighting later. Data quality and accessibility are another shared challenge. At Goodwin, Danielle navigates different data privacy rules across the firm’s offices in Germany, Luxembourg, London, and the United States, each of which affects how outbound marketing can be executed. **Nadya** faced even stricter regulations in Saudi Arabia, where [data residency laws](https://www.cmoalliance.com/zero-party-data-vs-first-party-data/) not only required local storage but also imposed penalties for non-compliance. To meet this requirement, she negotiated with vendors such as Adobe and Salesforce to ensure their platforms were hosted inside the country. Talent constraints can also slow scaling efforts. In a previous role, Nadya’s location (remote, with limited amenities and no option for remote work) made recruitment difficult. The only viable option was to outsource critical, highly skilled work to top-tier consultancies like McKinsey, PwC, and Publicis, enabling the team to keep pace with business demands. Technology sprawl is another common obstacle. At Finastra, **Harjeet** inherited a patchwork of tools and systems, including some purchased on personal credit cards. Consolidating them into a single, standardized [tech stack](https://www.cmoalliance.com/connecting-with-customers-in-a-digital-world-with-bonnie-habyan/) required auditing for overlaps and persuading teams to move away from their preferred individual tools in favor of a unified approach. ## **Aligning with organizational goals** For marketing operations to have maximum impact, it must stay closely aligned with the organization’s top priorities, which inevitably evolve over time. One year the focus might be on [growth](https://www.cmoalliance.com/b2b-growth-hacking-strategies-for-marketing-leaders/), the next on customer retention, and another on improving customer experience or reducing churn. At Expo 2025, **Nadya** refreshes her [marketing strategy](https://www.youtube.com/watch?v=Sbkfr7Drik0) every three years and uses a “strategy success office” to track how well the previous plan was executed. This disciplined approach keeps the team accountable and ensures new initiatives are rooted in clear performance insights. At Goodwin, **Danielle** applied alignment principles to solve a cross-functional challenge in event management. Multiple teams, including marketing technology, events, and client development, were using separate processes for large-scale events. By introducing a single event management platform that met everyone’s needs, she improved efficiency without increasing headcount. Demand for the tool quickly spread to other departments, illustrating how [solutions born in marketing operations](https://www.cmoalliance.com/top-5-priorities-for-marops-teams/) can have enterprise-wide impact. At Finastra, **Harjeet** maintains alignment through disciplined budgeting. He divides the marketing operations budget into two categories: one for ongoing operational costs like subscriptions and data acquisition, and another (roughly 20%) for strategic projects directly tied to the year’s objectives. In one instance, that meant investing in [customer experience](https://www.cmoalliance.com/making-your-customers-your-growth-priority/) measurement; in another, it supported expansion into new geographic markets. ## **Demonstrating and communicating value** Delivering results is only part of the job; making sure stakeholders understand the value being created is equally important. **Danielle** believes in bringing stakeholders into projects from the start and guiding them through the process so they can see the benefits firsthand. She recalls participating in a two-day workshop with investment bankers who were initially skeptical of marketing’s role. By the end, they had become strong advocates after seeing how marketing could help them achieve their goals. **Nadya** takes a different approach, focusing on self-service access to data. By creating dashboards and integrating AI-powered summaries, she ensures stakeholders can retrieve and interpret information on their own. This increases transparency and makes meetings more productive, as discussions can move directly to decision-making. **Harjeet** emphasizes tailoring communication to the audience. Some stakeholders respond to activity metrics, others to ROI in financial terms, and others to measures like pipeline contribution. Speaking their language makes it easier to gain support for new initiatives and investments. ## **Making AI work for marketing operations** AI is finding its way into marketing operations, but successful [adoption](https://www.cmoalliance.com/appealing-to-early-adopters-through-experiential-marketing/) depends on readiness. **Danielle** has implemented Microsoft Copilot in Goodwin’s CRM and email marketing tools but is holding off on broader AI deployment until the underlying data quality is improved. Without clean data, she says, AI’s outputs won’t be reliable. **Nadya** has seen both success and failure with AI tools. A [generative AI](https://www.cmoalliance.com/the-cmos-guide-to-using-ai-for-marketing/) platform for paid media copy looked promising on paper, producing targeted, platform-specific content. However, the organization’s approval [workflows](https://www.cmoalliance.com/ai-transforming-enterprise-workflows/) couldn’t keep up with the volume of content generated, and without integration into the martech stack, the material went unused. On the other hand, she’s found strong value in Google Vertex AI, which enables her team to ask natural-language questions of their datasets and instantly generate dashboards. She’s also enthusiastic about Fireflies, a meeting assistant that transcribes discussions, analyzes sentiment, summarizes action points, and even notes who spoke the most. For a team handling numerous multilingual meetings, this capability has been transformative. [Top 10 best AI-powered marketing attribution tools​There’s no one-size-fits-all solution when it comes to the best AI-powered marketing attribution tools.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--221.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/10-marketing-attribution-tools-4.png)](https://www.cmoalliance.com/best-ai-powered-marketing-attribution-tools/) ## **Building for continuous improvement** [Scaling marketing operations](https://www.cmoalliance.com/turning-marops-planning-into-your-competitive-advantage/) is not a single project but an ongoing cycle of refinement. Structures, tools, and priorities shift as the organization evolves, and marketing operations must adapt in step. For **Harjeet**, that means keeping budgets aligned with top-level objectives and ensuring every investment is backed by a clear business case. For **Danielle**, it’s about eliminating inefficiencies and demonstrating value in ways stakeholders can immediately understand. For **Nadya**, it’s about making data and insights so accessible that conversations focus on the “what next” rather than the “what happened.” The organizations that succeed in scaling marketing operations are those that start with a thorough understanding of their current state, invest in data quality, [align](https://www.cmoalliance.com/align-your-company-culture-with-your-brand-with-noel-hamill-video/) tightly with business priorities, and communicate their value consistently. As AI matures and [automation](https://www.cmoalliance.com/balancing-ai-and-human-creativity-in-modern-marketing/) becomes more advanced, these foundations will determine which teams can fully capitalize on the opportunities ahead, and which will be held back by the same challenges they’ve always faced. --- If you want to know how the best marketers are driving efficiency through smarter technology, sign up for our MarTech Summit in Boston on October 29, where you'll connect with your peers and industry leaders, learn to use AI to its full potential, and more. [MarTech Summit | BostonLearn how to streamline your MarTech stack, drive efficiency, and leverage AI and automation tools in your marketing operation.![](https://static.ghost.org/v5.0.0/images/link-icon.svg).style-65cdffdcd48a30cb7da3635f-logo- { position: relative; display: block; &:hover .WrapperHandleClick { display: block; } display: flex;position: relative;height: 76px;margin-right: 0px;float: left;background-size: contain;background-repeat: no-repeat;background-position-y: center;background-image: url('https://assetsacara.com/production/organizations/627f9afc640013285ccf8c52/1752510144858-CMOFULLLOGOSECONDARYONWHITE.webp');margin-left: 40px;min-width: 170px; @media (max-width: 76.8em) { margin-right: 2rem;width: 56px;margin-left: 10px;background-image: url('https://assetsacara.com/production/organizations/627f9afc640013285ccf8c52/1752510144858-CMOFULLLOGOSECONDARYONWHITE.webp'); } @media (max-width: 37.5em) { background-image: url('https://assetsacara.com/production/organizations/627f9afc640013285ccf8c52/1752510144858-CMOFULLLOGOSECONDARYONWHITE.webp');display: block;flex-direction: row-reverse;width: 5.5rem;min-width: 200px;height: auto;margin-left: 8px; } }![](https://assetsacara.com/production/organizations/627f9afc640013285ccf8c52/1776176614575-META-MarketingOperationsSummit1.webp)](https://events.cmoalliance.com/location/martech/) ### AI-powered lead scoring: The secret to pipeline efficiency and closing more deals URL: https://www.cmoalliance.com/ai-powered-lead-scoring-the-secret-to-pipeline-efficiency-and-closing-more-deals/ Last updated: 2025-08-11T12:00:27.000Z > “The lead you forwarded last week is no longer responding. That lead isn’t sales qualified. I think we’ve wasted time getting in touch with the wrong stakeholder – he’s not a decision-maker.” I’ve heard these statements repeatedly across sales floors throughout my career. The frustration is real. Teams spend hours chasing leads that go nowhere, only to realize they were never the right fit. The culprit? Inefficient, outdated lead scoring. Missed quotas, ghosted demos, and wasted effort – all because lead scoring was broken. Traditional lead scoring – often based on rigid, manual rules – simply can’t keep up with today’s fast-paced, data-rich sales environment. Static criteria, lack of personalization, and slow processes mean marketing teams waste precious time on prospects that have little chance of converting. As a result, deals are lost, pipelines get clogged, and revenue suffers. But there’s a better way. The rise of AI has revolutionized nearly every aspect of business, and [lead scoring](https://www.revenuemarketingalliance.com/how-predictive-lead-scoring-can-help-business/) is no exception. In this blog, I’ll share how we implemented AI to transform our qualification process – and the results have been nothing short of game-changing. ## Why traditional lead scoring fails Manual lead scoring today is broken for many reasons, like: - **Rule-based scoring**: Human-defined criteria can’t capture the complex, evolving behaviors of today’s buyers. - **Limited personalization**: One-size-fits-all scoring ignores the unique context of each lead. - **Slow and reactive**: By the time a lead is scored and handed off, the opportunity may already be lost. - **Inconsistent and biased**: Human judgment is inherently subjective and prone to error, resulting in missed opportunities and wasted effort. ## What is AI-powered lead scoring? At its core,AI-powered lead scoring utilizes [machine learning (ML)](https://www.aiacceleratorinstitute.com/your-guide-to-machine-learning/) algorithms to assess data points – such as demographics, behaviors, engagement signals, and more – to predict which leads are most likely to convert. Unlike static rule-based systems, AI models continuously learn and adapt, providing real-time, data-driven insights that help teams focus on the right prospects at the right time. ### How does it work? 1. **Data collection**: Gather data from multiple sources – CRM, marketing automation, website analytics, email engagement, and more. 2. **Feature engineering**: Identify and transform the most relevant data points (e.g., job title, company size, budget, engagement behaviors). 3. **Model training**: Use past data to train ML models that can predict lead quality and conversion likelihood. 4. **Real-time scoring**: Automatically score new leads as they enter the pipeline, prioritizing those with the highest potential. 5. **Continuous improvement**: Regularly retrain models with new data to ensure accuracy and adapt to changing market conditions. ## Our journey: Building an AI lead scoring model When we set out to build our [AI-powered](https://www.cmoalliance.com/best-ai-powered-marketing-attribution-tools/) lead scoring system, we faced a critical decision: buy an off-the-shelf solution or develop our own. As an engineering-driven organization, we opted for the latter, affording us complete control over the process and the ability to tailor the system to our specific needs. ### Step 1: Data preparation – the foundation of success The first and most crucial step was assembling a high-quality dataset. We pulled data from: - **Historical sales and marketing records**: Past conversions, lost deals, and engagement patterns. - **CRM and marketing automation platforms**: Lead details, activity logs, and communication history. - **Firmographic and demographic data**: Company size, industry, revenue, job titles, and locations. - **Intent data**: Signals indicating purchase readiness, such as repeated site visits or high-value content engagement. But gathering [data](https://www.cmoalliance.com/why-marketing-needs-better-data/) was only half the battle. We had to ensure it was clean, consistent, and usable: - **Data cleaning**: Removing duplicates, correcting errors, and standardizing formats. - **Data integration**: Merging data from different systems to create a unified view of each lead. - **Feature engineering**: Creating new variables (e.g., “engagement score” or “budget urgency”) that would help the model make better predictions. We also implemented robust data validation and augmentation techniques to fill gaps and improve overall quality. This meticulous preparation paid off, enabling us to train models with confidence. ### Step 2: Model selection and feature engineering After analyzing over 15,000 leads, we identified key patterns that distinguished high-potential prospects from the rest. Our technical stack included: - **Primary algorithm**: LightGBM, chosen for its speed and ability to handle complex feature interactions. - **Fallback model**: Logistic Regression, providing a simple, interpretable backup. - **Natural language processing (NLP)**: GPT-4, used to extract insights from unstructured text like job titles, requirement notes, and email content. **Key features used:** - Designation and department (e.g., director or above) - Company size and revenue - Budget and timeline (extracted from notes and emails) - Engagement behaviors (email replies, meeting confirmations, document access) - Real-time actions (website visits, deck opens, response times) - Requirement urgency (e.g., projects starting in three months or less) ### Step 3: Training, deployment, and real-time integration We trained our lead scoring model for the above features. When we achieved an efficiency of **95%**, we deployed our model using AWS Lambda for real-time scoring. As soon as a new lead entered our system, it was automatically scored and routed to the appropriate sales rep. All leads were pushed directly into the CRM’s priority pipeline, complete with detailed scoring breakdowns and actionable insights. **The impact:** - **45%** improvement in pipeline efficiency - **27%** reduction in unqualified leads - **18-day** decrease in average sales cycle - **Significant drop** in ghost meetings - Time spent per lead **halved** ### Step 4: Continuous learning and team collaboration AI models are only as good as the data on which they are trained. To keep our system sharp, we established a monthly feedback loop: - Retrain the model with the latest engagement and outcome data. - Sync closed-won and lost deals to refine predictions. - Involve a cross-functional team – AI engineers, CRM ops, marketing analysts, SDRs, and sales leaders – to ensure alignment and accuracy. We also invested heavily in training our marketing and sales teams, enabling them to interpret scores, review parameters, and provide valuable feedback. This empowered everyone to use the system effectively and fostered a culture of continuous improvement. ## Overcoming challenges: Lessons learned One of the biggest hurdles was ensuring data quality. Incomplete or inaccurate data can cripple even the best AI models. We addressed this by: - Implementing strict validation and verification processes - Regularly monitoring data quality metrics (completeness, accuracy, consistency) - Using data augmentation to fill gaps and enhance the dataset AI can be intimidating, especially for teams used to manual processes. We invested in comprehensive training, demystifying the technology and showing how it could make everyone’s job easier. The result? **Faster adoption, better results, and a more empowered team**. ## The benefits of AI lead scoring: Why your organization needs it The advantages of AI-powered lead scoring are clear and compelling: - **Robust, scalable pipelines:** AI models can instantly score thousands of leads, scaling effortlessly as your business grows. Whether you’re handling 100 or 100,000 leads a day, the system never breaks a sweat. - **Automatic CRM integration and notifications:** Leads are automatically added to your CRM with detailed scores and insights. Sales reps receive instant notifications, ensuring they focus on the hottest prospects first. - **Personalized, data-driven engagement:** With detailed scoring and actionable insights, sales teams can tailor their outreach to each lead’s unique needs and behaviors, boosting engagement and conversion rates. - **Faster sales cycles and higher close rates:** By prioritizing high-intent leads and eliminating wasted effort, deals move through the pipeline more quickly, resulting in a higher percentage of closed deals. - **Continuous learning and improvement:** AI models get smarter over time, adapting to changing buyer behaviors and market conditions. Your lead scoring system never stands still. - **Revenue growth:** Ultimately, AI-powered lead scoring drives what matters most: revenue. At Aziro, we saw a **25%** increase in conversations, a **13%** increase in sales-qualified meetings, and a significant boost in closed deals. ## Conclusion: The future of lead scoring is here AI has reshaped industries worldwide, and sales and marketing are no exception. AI-powered lead scoring is no longer optional – it’s a strategic imperative. By automating lead qualification, you empower your teams to focus on what truly matters: building lasting relationships, closing deals, and driving growth. Our experience shows that with the correct data, tools, and mindset, any organization can harness AI to transform its pipeline, boosting efficiency, accuracy, and revenue. The future of lead scoring is intelligent, dynamic, and scalable. Embrace it now to stay ahead, accelerate conversions, and unlock your business’s full potential. ### Turning Marketing Operations planning into your competitive advantage URL: https://www.cmoalliance.com/turning-marops-planning-into-your-competitive-advantage/ Last updated: 2026-03-02T09:31:09.000Z *This article is based on* [*Ana Panizo Neary*](https://www.linkedin.com/in/anapanizoneary/)*’s talk at our MarOps Summit.* Annual [strategic planning](https://www.cmoalliance.com/the-secret-to-successful-long-term-marketing-plans/) has a bit of a reputation. Some people love the [challenge](https://www.cmoalliance.com/fractional-cmo-roles-benefits-and-challenges/) of it, but for many, it’s the season they quietly dread. It’s the time of year when the calendar fills with workshops, pre-read documents, and endless debates over priorities. It can feel messy, political, and overwhelming. But if there’s one thing I’ve learned after years of doing both corporate and marketing-specific strategic planning, it’s that this process is one of the most important investments you can make in your organisation’s success. When it’s done right, it creates focus and [alignment](https://www.cmoalliance.com/proactive-approach-sales-marketing-alignment/), sets a clear direction, and provides a way to measure whether you’re actually getting where you want to go. When it’s done badly, the rest of the year is spent firefighting. I’ve been through this cycle many times now, in different organisations and with different team structures. My approach is built on [frameworks](https://www.cmoalliance.com/brand-and-positioning-frameworks-video-2/), processes, and tools that aren’t flashy, but work in the real world. This isn’t about the “shiny object” version of strategy. It’s about building something your company will actually follow, that keeps everyone aligned, and that’s flexible enough to adapt when reality doesn’t match the plan. ## **Looking beyond the big picture** When people talk about strategic planning, they often focus on the “big picture.” That’s the part [leadership](https://www.cmoalliance.com/the-power-of-b2b-thought-leadership/) wants to show off and that customers buy into: the vision, the beautiful rendering of where we’re headed. In my head, I picture it as those iconic sights: the Great Wall of China, the Mona Lisa, the pyramids in Egypt. Impressive, inspiring, and worth the effort to see. But when you’re the one doing the planning, you know there’s a whole other side to it. Behind the glossy vision are the logistical headaches: multiple teams trying to feed into the plan, competing priorities, and the sheer effort of getting everyone to agree on where to focus. The Mona Lisa might be the “vision,” but anyone who’s been to the Louvre knows it’s actually a surprisingly small painting surrounded by a crowd, and getting a clear view takes some patience. Strategic planning is like that. The real art is in navigating the crowd (the internal complexity) to keep that vision visible. [What you should be doing to make your marketing SGE-readyThis is how you build authority, create value, and win in the world of AI-powered search.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--217.png)CMO AllianceTerri Leigh Rhody![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--32--2.png)](https://www.cmoalliance.com/prepare-your-marketing-for-search-generative-experience/) ## **Step one: Laying the foundations** The first step in any effective annual plan is [defining the strategy](https://www.cmoalliance.com/10-steps-to-implement-your-very-own-thought-leadership-strategy/). I know that sounds obvious, but it’s the step where so many companies get stuck. I’ve seen teams spend months going around in circles over mission statements and vision wording without ever making tangible decisions. My strong advice is this: you don’t need to rewrite your vision, mission, and values every year. These elements are long-term anchors. They take time to establish in the minds of customers and employees, and they work best when they’re consistent over several years. I recommend revisiting them maybe every five years, and only if there’s a compelling reason to change. When you do set them, make them crystal clear. Everyone in [leadership](https://www.cmoalliance.com/the-power-of-empathetic-leadership-of-a-brand/) should have the same understanding, and ideally, they should be easy enough for anyone in the company to recall. If the vision is vague or open to interpretation, it will create cracks in the rest of your plan. And because these are the foundations, those cracks will eventually cause the whole structure to falter. ## **Step two: From ideas to strategic themes** Once you’ve got a stable foundation, it’s time to move into strategy formulation: the part where you start turning ideas into actual direction. This is where structured [brainstorming](https://www.cmoalliance.com/cultural-flexibility-for-marketing-creativity/) really matters. You can’t just throw people in a room and hope clarity emerges. The magic is in preparation. I start by gathering data: market research, performance [metrics](https://www.cmoalliance.com/top-5-priorities-for-marops-teams/), competitive insights, and, when possible, industry reports from consulting firms. I distill all of this into a comprehensive “pre-read” document that goes out to leadership well before the workshop. This isn’t light reading, it’s packed with insights, context, and even the questions we’ll be tackling. My aim is for everyone to walk into the meeting informed and aligned, so we can spend our time deciding, not debating what the facts are. The workshop itself usually lasts several hours. I like to use frameworks like [SWOT analysis](https://www.cmoalliance.com/templates-frameworks/) or gap analysis to help people think from different angles. It’s not about filling in boxes for the sake of it; it’s about surfacing opportunities and threats that might not be obvious from day-to-day operations. By the end of the session, the goal is to identify three to five strategic themes. These are medium-term priorities, usually spanning one to three years, that give shape to the direction we’ve agreed on. They need to be broad enough to cover all key areas but distinct enough to avoid overlap. If you can’t explain why each theme is different from the others, you don’t have clarity yet. ## **Step three: Breaking it down into action** With the themes in place, we can start breaking them down into something actionable. I picture this as a hierarchy. At the top are the strategic themes. Under each theme sit the business goals: specific statements of intent, such as expanding into a new region or launching a major product line. Each goal has one or more [KPIs](https://www.cmoalliance.com/from-data-to-action-the-cmo-playbook/) attached to it, so we can measure progress in concrete terms. And each goal is delivered through one or more initiatives. Sometimes a goal is simple enough that one initiative will achieve it. More often, it requires a bundle of initiatives working together. Once the corporate-level goals, KPIs, and initiatives are mapped, each function (in my case, marketing) creates its own plan. This includes the tactics we’ll deliver, the KPIs we’ll track, and, crucially, the [budget](https://www.cmoalliance.com/where-are-marketing-budgets-being-spent/). I’m a big believer in linking budgets directly to specific tactics and initiatives. That way, when midyear budget reviews happen, and they always do, it’s much easier to make cuts without causing chaos. If an initiative is cancelled, the associated budget is clearly marked, and you can remove it without impacting unrelated work. To keep everything connected, I create a strategy map. This could be a document, a Google Slides deck, or whatever format works for your organisation. The important thing is that it clearly shows how each theme connects to [goals](https://www.cmoalliance.com/finding-balance-as-a-marketing-leader-between-short-and-long-term-goals/), how goals connect to KPIs, and how those connect to initiatives and tactics. When people can see the whole chain, they understand not just what they’re doing, but why it matters. [How MarOps bridges the gap between sales and marketingLearn how MarOps facilitates sales and marketing alignment – for higher conversion rates, faster sales cycles, and more revenue.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--218.png)CMO AllianceMegan Harr![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--33--1.png)](https://www.cmoalliance.com/marketing-ops-the-key-to-sales-and-marketing-success/) ## **Step four: Making the strategy real for everyone** A beautifully crafted plan that lives only in a shared drive is useless. Cascading the strategy (making sure it’s understood at every level) is just as important as writing it in the first place. I produce two key versions of the strategy. The first is a [narrative “story”](https://www.cmoalliance.com/story-masters-2-the-structure-of-great-brand-stories/) document that explains the context, why we made certain decisions, what risks we considered, and how we arrived at the final themes. This isn’t just for senior leaders. It’s for everyone in the organisation, from junior staff to middle managers, so they can see the thinking behind the plan. The second is a “framework” deck: a concise, visual representation of the plan, showing themes, goals, and KPIs in a format that’s easy to reference. Once these are ready, I focus on socialising them. That means presenting the plan to teams, having leaders talk about it in their own meetings, recording sessions so people can revisit them, and generally making the plan visible and present in day-to-day conversations. The aim is to make the strategy part of the organisational language, not just something people hear about once and forget. ## **Step five: Execution, monitoring, and adaptation** Execution is where all the planning pays off or doesn’t. I run quarterly reviews that look at OKR dashboards to track objectives and key results, KPI dashboards for broader context metrics, and initiative dashboards to monitor the status of every project. Even if the initiative tracker is just a spreadsheet, keeping it current makes a big difference. For high-risk or strategically critical initiatives, I try to assign a dedicated project manager. Having someone whose sole focus is keeping that work on track can dramatically improve outcomes. Adaptation is part of the game. No matter how solid your plan is in January, something will change by June. Markets shift, competitors move, priorities evolve. When that happens, the ability to adjust quickly is what keeps you on course. I like to define scenarios for each KPI in advance (positive, negative, and very negative) along with a clear understanding of which KPIs influence others. That way, when a metric moves unexpectedly, we know where to look and have a plan for what to do next. ## **Frameworks and tools that actually work** Over the years, I’ve used a lot of strategic frameworks, but a few have proved consistently useful. SWOT and gap analysis are great for surfacing insights during brainstorming. For prioritising initiatives, I prefer scoring matrices. Sometimes I use established models like RICE, but more often, I customize the dimensions to fit the context of the business. ![The RICE matrix](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/08/RICE.png) The important thing is that the dimensions are agreed on in advance, so everyone’s working from the same criteria. [When it comes to tools](https://www.cmoalliance.com/best-ai-powered-marketing-attribution-tools/), I almost always start with spreadsheets. They’re flexible, easy to share, and good for early-stage planning. But as complexity increases, they can become a tangle of tabs and formulas. That’s when I move to project and initiative management platforms. Monday.com and Asana are my usual recommendations because they balance capability with ease of use. I personally love ClickUp, but I’ve seen teams struggle with the learning curve. For [connecting strategy to execution](https://www.cmoalliance.com/shocking-divide-between-media-strategy-and-execution/), Cascade is excellent, though it’s often a lower priority in the tool budget. For dashboards, I prefer Looker because I like being able to drill down into the data, but Tableau is also strong. ## **Principles that keep the process on track** Through all my planning cycles, a few principles have become non-negotiable. The first is simplicity. It’s easy to get lost in complexity, but clarity always wins. The second is standardisation. Agreeing early on what you mean by “theme,” “initiative,” “KPI,” or “OKR” avoids endless confusion later. The third is involving the right teams early. In particular, marketing and product functions often have a strong influence on each other, so [alignment](https://www.cmoalliance.com/aligning-sales-and-marketing/) between them is critical. And finally, flexibility is key. Plans should guide you, not trap you. ## **Where AI fits in** [AI is beginning to make a difference in strategic planning](https://www.cmoalliance.com/ways-ai-can-help-you-build-stronger-connections-with-your-customers/), though not necessarily in the way people expect. Right now, its biggest impact comes through the tools we already use. Platforms like Asana, Monday, and ClickUp are adding AI-powered features that take some of the pain out of routine tasks. For example, turning a few words into a fully formatted initiative update, or automatically flagging underperforming KPIs. These kinds of features make it easier to keep plans updated and consistent without relying on people to remember every detail. Looking ahead, I think the real gains will come from AI agents that can monitor metrics daily, highlight only what needs attention, and even suggest adjustments. The more these tools learn from your organisation’s data, the more they can take on the time-consuming checks and leave teams free to focus on higher-value work like problem-solving and creative thinking. [How AI is reshaping search in 2025Brand visibility in AI searches, even without direct clicks, can significantly influence the customer journey and drive conversions through other channels.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--219.png)CMO AllianceGuy Yalif![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--29-.png)](https://www.cmoalliance.com/how-ai-is-reshaping-search-in-2025/) ## **Bringing it all together** Mastering the art of planning and implementation in marketing operations isn’t about finding the perfect framework or the latest tool. It’s about building a process that’s clear, aligned, and adaptable. It means setting a strong foundation with your vision and values, turning ideas into a manageable number of strategic themes, breaking those down into measurable goals and initiatives, and making sure the plan is understood at every level. It means tracking progress rigorously, adapting when things change, and using the tools and frameworks that make sense for your context. When you do that, annual planning stops feeling like a chore and starts feeling like the launchpad for everything you want to achieve in the year ahead. ### Pipeline confidence forecast template URL: https://www.cmoalliance.com/pipeline-confidence-forecast-template-framework/ Last updated: 2026-08-27T14:45:37.000Z ## What is the pipeline confidence forecast template? Our pipeline confidence forecast template is a practical forecasting tool designed to give marketing and sales leaders greater visibility into pipeline health and revenue predictability. By combining deal stage, probability weighting, and confidence scoring, it transforms raw pipeline numbers into a clear, realistic forecast. The aim is to help you identify which opportunities are solid bets, which need more nurturing, and where risks may lie. It’s the difference between hoping your pipeline closes and knowing how likely it is to convert. ### How to use it - **Input open opportunities** into the template. - **Assign deal stage** and probability based on your sales process. - **Add confidence scores** to reflect rep or manager conviction. - **Review weighted forecasts** to identify high-confidence revenue, at-risk deals, and overall pipeline coverage. You can use the template for monthly forecast reviews, quarterly board reporting, or ongoing pipeline monitoring. ## Get your pipeline confidence forecast template ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/09/pipeline-forecast.png) [Pipeline confidence forecastPipeline confidence forecast.xlsx111 KBdownload-circle](https://www.cmoalliance.com/content/files/2025/09/Pipeline-confidence-forecast.xlsx "Download") [Pipeline confidence forecast![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/spreadsheets_2023q4-2.ico)Google Docs![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AHkbwyJjhfttMdE2YRo_CfBsZjXDGUABbq402NKyN3hTOiJBHvbWKZFCUDNaa837CgFsy487M7OTmtFedWJApbRS6byjmtiZxWrTGO1XXG1M6W9AGPk-EvOj-w1200-h630-p)](https://docs.google.com/spreadsheets/d/1Hc2hOUMEdHOB3mbuvnMHX7ZPNGeYgn2hhXGdRL4bpd4/edit?usp=sharing) _This post is for subscribers on the Exec+ membership tier only._ ### Marketing ops: The key to sales and marketing success URL: https://www.cmoalliance.com/marketing-ops-the-key-to-sales-and-marketing-success/ Last updated: 2026-05-18T16:54:04.000Z *This article is based on* [*Megan Harr*](https://www.linkedin.com/in/megan-harr-43748a3a/)*’s brilliant talk at the MarOps Summit.* Sales and marketing alignment is a challenge many organizations struggle with, but it’s also one of the most impactful areas for growth. I’m Megan Harr, VP of Demand Generation at Roller, and, having worked globally in both [B2B](https://www.cmoalliance.com/the-power-of-b2b-thought-leadership/) and [B2C](https://www.cmoalliance.com/seasonality-in-b2c-marketing/), I’ve seen firsthand how critical alignment is. According to [Marketing Profs](https://www.marketingprofs.com/opinions/2016/29174/the-secret-to-account-based-marketing-success), companies with aligned teams see **38% higher sales win rates** and **36% higher customer retention**. The gap between [sales and marketing](https://www.cmoalliance.com/proactive-approach-sales-marketing-alignment/) is often filled with frustration – sales blames marketing for poor leads, while marketing blames sales for slow follow-ups. This is where marketing operations (a.k.a. [MarOps](https://www.cmoalliance.com/top-5-priorities-for-marops-teams/)) comes in. It acts as the bridge that ensures both teams are working toward the same goal: growth. By focusing on [shared KPIs](https://www.cmoalliance.com/top-5-priorities-for-marops-teams/), streamlined processes, and data visibility, marketing ops creates the necessary structure for both teams to collaborate effectively and drive sustainable growth, and I’m here to show you how. In this article, we’ll explore: - How marketing ops drives sales and marketing alignment - The importance of shared KPIs and pipeline contribution - How to streamline workflows and optimize the sales process - Real-world examples of marketing ops improving [revenue growth](https://www.cmoalliance.com/driving-sustainable-revenue-growth-in-marketing-video/) Let’s dive in. ## The role of marketing ops in aligning sales and marketing Marketing operations plays a pivotal role in [aligning sales and marketing](https://www.cmoalliance.com/5-practical-steps-to-sales-and-marketing-alignment/), acting as the central hub that connects these two teams and ensures everything functions smoothly and efficiently. It's not just about managing campaigns or generating reports – though both are important. The real value lies in creating an environment where sales and marketing can collaborate meaningfully toward common goals. Without marketing ops, marketing might focus on generating leads without having a clear handoff process, while sales could struggle to convert those leads into deals. Sales teams may chase opportunities without the insights from marketing about customer behavior and intent, making it harder to close deals. Marketing ops ensures both teams, despite their different roles, work toward the shared objectives of revenue growth, pipeline efficiency, and customer success. By standardizing data, [automating workflows](https://www.cmoalliance.com/ai-transforming-enterprise-workflows/), and measuring key performance indicators (KPIs) that matter to both teams, marketing ops can drive success. [Research from Marketo](https://business.adobe.com/content/dam/dx/us/en/resources/ebooks/jumpstart-revenue-growth-with-sales-and-marketing-alignment/jumpstart-revenue-growth-with-sales-and-marketing-alignment.pdf) backs this up – companies with highly aligned sales and marketing teams are **67%** more efficient at closing deals. And who doesn’t want their sales team to close more deals, faster? That’s where marketing ops comes in, acting as a bridge between teams to ensure everyone works toward unified revenue goals. ## The key personas for sales and marketing alignment So you can see what this looks like in practice, let’s take a peek at some personas. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/08/Perception-to-profit--1-.png) First, we have **Wendy Wins**, the go-to-market lead. Wendy ensures alignment across sales, marketing, and ops, providing strategic direction. Marketing ops supports her by offering [data and insights](https://www.cmoalliance.com/from-data-to-action-the-cmo-playbook/) that help ensure everyone is working toward the same goal. Next is **Ronnie Revenue**, the sales leader. Ronnie relies on marketing ops to prioritize the right leads and to understand which are most likely to convert. With these insights, sales can focus on high-quality leads, boosting their chances of closing deals. **Abby Acquisition**, the marketing leader, manages the full [customer lifecycle](https://www.cmoalliance.com/achieving-faster-campaign-launches/). She uses marketing ops to track performance, automate lead handoffs, and refine her campaigns. This ensures the leads sent to sales are high-quality and ready to convert. Finally, we have **Barry Bridge**, the marketing ops person. Barry ensures data flows freely between sales and marketing, automates lead handoffs, and tracks pipeline performance. He keeps the machine running smoothly, making sure the sales and marketing processes are aligned to optimize revenue-driving efforts. Together, this team exemplifies how [cross-functional collaboration](https://www.cmoalliance.com/cmo-cfo-collaboration/), supported by marketing ops, drives higher efficiency, better conversion rates, and ultimately more revenue. It’s not just about individual performance – it's about working together to make the whole greater than the sum of its parts. ## How marketing ops can fix your funnel: A case study Let me give you a real example from one of the companies I’ve worked with. Sales was frustrated with the leads marketing was sending. We had tons of activity at the top of the funnel, but nothing was closing further down. When marketing ops stepped in, we identified a clear issue in the handoff process: there was no defined **lead scoring model**. Why is this a problem? These are just some of the consequences of not scoring your leads: - **Misaligned expectations**: Sales expects qualified, ready-to-buy leads, but marketing may send leads that are still in the research phase. - **Inefficient use of resources**: Sales spends time on unqualified leads, taking focus away from higher-value prospects. - **Unclear lead prioritization**: Without scoring, marketing doesn’t know which leads need nurturing or which are ready to close. - **Lower conversion rates**: Sales chasing unqualified leads results in wasted effort and missed opportunities. - **Focus on quantity over quality**: Marketing pushes more leads into the pipeline, but without scoring, these leads may not be the right fit, skewing metrics and making the process less effective. - **Breakdown of trust**: Sales doesn’t trust the quality of leads, and teams end up blaming each other when deals aren’t closed. [What is platform marketing?Platform marketing uses digital platforms, like social media, to promote a product or brand. Here’s how to use it to your full advantage.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--213.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/platform-marketing.png)](https://www.cmoalliance.com/platform-marketing-how-cmos-can-use-platforms-to-grow-their-brand/) ### Putting a lead scoring model in place To solve the issues we were facing, marketing ops stepped in and implemented a lead scoring model. This lets us assign points based on specific behaviors – things like attending a webinar, downloading a white paper, or visiting key pages on our site. For example, a visit to the pricing page signals a much higher level of intent than simply reading a [blog post](https://www.cmoalliance.com/content-hub/?filter=articles). These behavior-based scores helped us more accurately gauge a lead’s readiness to talk to sales. Once we tightened up the handoff process and only passed leads above a certain threshold to sales, both teams saw the benefit. Marketing could clearly identify which leads needed more nurturing and route them into [appropriate automated funnels](https://www.cmoalliance.com/ways-ai-can-help-you-build-stronger-connections-with-your-customers/). Sales, meanwhile, could focus on high-value prospects already in the pipeline. Crucially, we built this system collaboratively. Sales helped define what makes a high-quality lead, marketing adjusted nurture strategies accordingly, and ops automated the handoff and prioritization process. This [team effort](https://www.cmoalliance.com/using-ai-to-foster-collaboration-with-julia-goebel-cmo-at-komodo-health/) reduced the finger-pointing and friction that often plagues handoffs. The result? Frustration levels dropped, close rates went up, and the entire system felt more efficient. We saw a **20% increase in lead-to-opportunity conversion** rate and shaved **eight days off our sales cycle**. That translated to faster revenue generation and a more efficient, aligned team. ## Why data and technology matter So what powers all of this? Data and technology. You can’t align teams – or even identify a misalignment – if you're not looking at the same numbers. According to [LinkedIn’s research](https://www.linkedin.com/business/marketing/blog/content-marketing/introducing-the-art-of-winning-marketing-and-sales-orchestration-ebook), companies that use data-driven insights to align sales and marketing generate up to **208% more revenue** than those that don’t. But here's the catch: sales and marketing often operate in silos, with different reporting structures, KPIs, and leadership. Marketing might [track](https://www.cmoalliance.com/dark-social-tracking-and-leveraging-private-sharing/) campaign performance, while sales focuses on CRM pipeline metrics. If your data isn’t aligned, your goals probably aren’t either. That’s where marketing ops becomes essential. It’s the function that ensures both teams have shared visibility into metrics that matter – like lead quality, pipeline health, attribution, and revenue impact. Whether it’s through shared dashboards in Salesforce or tools like HubSpot or Marketo, MarOps helps everyone speak the same language. ### Data transparency in practice: Real-world examples Let me give you an example of how this works in real life. At my current organization, we use Salesforce as our single source of truth for all pipeline-related data. This means I, in marketing, have full visibility into where each lead is in the funnel, what stage they’re at, and how quickly sales is or isn’t following up. When sales reps aren’t logging activity or following up as needed, I’m right there asking them about the blocker, whether it’s an admin issue, and how we can provide extra resources to keep everything in Salesforce clean. I rely on this data to make informed investment decisions, so keeping it accurate is critical. This level of transparency helps keep both marketing and sales on the same page. By adding automated systems that gave us better visibility into lead progression, we could see exactly where those leads were in the funnel. We found that many of those leads were still in the research phase – some were just starting their business journey and were far from ready for a sales conversation. With this information, we adjusted our nurturing sequence, refined our content, and ran more targeted campaigns. This allowed us to nurture those leads over a longer period, increase brand relevance, and, when the time was right, have sales follow up at the optimal moment. The result? Our conversion rate shot up. ## The importance of shared KPIs for sales and marketing alignment For alignment to truly work, sales and marketing need to have shared KPIs. This is critical for ensuring both teams are working toward the same objectives. This might be an unpopular opinion, but you have to set the right rules in place to guide the behavior you want to see. I apply this approach both at work and at home with my two young kids. At work, shared KPIs ensure marketing isn’t just focused on lead volume, and sales isn’t only focused on closing deals. Both teams are held accountable for pipeline growth and revenue. [10 B2B growth hacking strategies for marketing leadersEffective growth hacking starts with a precise ICP (ideal customer profile), which means getting into things such as what they value, how they make decisions, and what language they use to describe their problems.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--212.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/B2B-growth-hacking.png)](https://www.cmoalliance.com/b2b-growth-hacking-strategies-for-marketing-leaders/) It’s similar to how I set expectations at home. If I want my kids to clean their rooms, I don’t keep repeating the same request. Instead, I tie it to something they care about, like screen time, and reward them for completing the task on time. That way, they care about the goal and their responsibility for achieving it. ### The problem with separate metrics A common issue across many organizations is that marketing focuses on marketing-qualified leads (MQLs) while sales focuses on closed-won deals. On the surface, that makes sense – marketing isn't making the calls or sending contracts; they’re generating awareness and creating demand. Sales, on the other hand, is responsible for closing business, which directly ties to their compensation. However, when these two metrics are considered in isolation, they don’t always tell the full story. That’s why, at my current organization, we’ve shifted to **pipeline contribution** as a shared KPI. Both teams are now accountable for how much pipeline they contribute, not just the number of leads or deals. This shift enables both teams to work together to nurture leads through the entire sales process. ### Setting up shared KPIs Setting up shared KPIs isn’t as easy as it sounds – it requires collaboration. Sales and marketing must sit down together to agree on what [success](https://www.cmoalliance.com/making-your-customers-your-growth-priority/) looks like. KPIs should reflect the entire buyer journey, so we track [metrics](https://www.cmoalliance.com/finding-balance-as-a-marketing-leader-between-short-and-long-term-goals/) like conversion rates, pipeline velocity, and sales response times. These are the metrics both teams influence and are responsible for improving. One tactic I’ve used to drive accountability is holding joint KPI reviews. During these reviews, we [analyze](https://www.cmoalliance.com/the-power-of-predictive-analytics-for-cmos/) the entire funnel together – what’s working, what isn’t, and where we can optimize. It’s not about finger-pointing; it’s an exercise in continuous improvement. ### The impact of shared KPIs When we first introduced shared KPIs at one organization, I worried it might create tension. However, something incredible happened. Once both teams saw that their goals were aligned, collaboration increased dramatically. Sales began giving marketing [feedback](https://www.cmoalliance.com/5-reasons-why-businesses-should-not-ignore-customer-feedback/) on lead quality, and marketing adjusted campaigns to focus more on prospect pain points, increase urgency, and emphasize competitive differentiation. Within six months, we saw a **15% improvement in lead-to-opportunity conversion**. Both teams ended up celebrating this shared success, proving that when everyone’s goals are aligned, the results speak for themselves. [What you should be doing to make your marketing SGE-readyThis is how you build authority, create value, and win in the world of AI-powered search.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--214.png)CMO AllianceTerri Leigh Rhody![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--32--1.png)](https://www.cmoalliance.com/prepare-your-marketing-for-search-generative-experience/) ## How to streamline your workflows for better alignment One of the biggest pain points I see in sales and marketing alignment is inefficient processes. Streamlining lead handoff processes can **improve conversion rates by as much as 30%**, and marketing ops plays a crucial role in making that happen. Marketing ops helps streamline processes by automating lead scoring, handoff notifications, and follow-ups. This ensures that nothing falls through the cracks and that sales engages with leads at just the right time. At the companies I’ve worked with, we use [marketing automation](https://www.cmoalliance.com/balancing-ai-and-human-creativity-in-modern-marketing/) to score leads based on behavior. Once a lead reaches a certain score, it’s automatically routed to sales, along with all the relevant context. Sales gets a real-time notification, and marketing can track how and when sales follows up. This automation cut our lead response time in half and **increased conversion rates by 20%**. It also saved both teams hours of manual work each week. I can’t tell you how many times I’ve gone into Salesforce or HubSpot to manually review leads in a campaign due to admin errors or missing reports. We can’t afford to spend our time doing that kind of manual work – we need that time back to focus on high-value activities. Before we automated our workflow, leads were getting lost in the handoff. Sales was frustrated because they weren’t getting leads fast enough, and marketing was frustrated because they didn’t know what happened to leads after they were handed off. By agreeing on a clear process and automating it, we made it clear who was responsible for each step, and the results speak for themselves. ## The importance of communication Now, let’s talk about something that’s often overlooked but absolutely critical: **communication**. Marketing and sales can have the best tools and most efficient workflows, but if they aren’t communicating regularly, alignment breaks down. In fact, [according to McKinsey](https://www.mckinsey.com/industries/technology-media-and-telecommunications/our-insights/the-social-economy), improving communication between teams can **increase productivity by 20 to 25%**. Open and consistent communication is the foundation for everything else – data sharing, shared KPIs, and streamlined processes. Without it, misunderstandings fester, and opportunities get missed. One of the best things I’ve seen implemented in my current role is a weekly go-to-market sync. Every week, sales and marketing come together to review pipeline data, lead quality, and campaign [performance](https://www.cmoalliance.com/the-what-why-and-how-of-360-degree-marketing-solutions/). It’s a short meeting, but it’s incredibly powerful for keeping both teams aligned. Here are a few more tactics that have worked well for me: - **Create shared communication channels**: Use tools like [Slack](https://www.cmoalliance.com/join-the-community/) or Teams where both sales and marketing can ask quick questions and provide real-time feedback. It’s much more efficient than waiting for a formal meeting. - **Invite sales to campaign kickoffs**: Sales should have a voice in how campaigns are structured. When they feel invested in the outcome, it boosts collaboration. - **Invite marketing to sales reviews**: Marketing can gain valuable insights into what’s resonating with prospects and use that feedback to adjust campaigns accordingly. - **Hold joint QBRs (quarterly business reviews)**: These reviews bring both teams together to discuss what worked, what didn’t, and how to adjust strategies moving forward. I remember when I first started inviting sales to campaign kickoffs. At first, it felt a bit awkward – kind of like bringing a guest you just met to a family dinner. But soon, sales began providing insights that completely changed the way we ran campaigns. They offered real-time feedback from prospects that I hadn’t even considered. Even though I speak with customers and use intent tools, the sales team’s input helped me understand what was resonating and what wasn’t. This led to a **30% increase in our engagement rates**. On the flip side, marketing’s presence at sales reviews helped us understand where leads were getting stuck. Armed with this information, we were able to create campaigns that addressed specific bottlenecks, making the entire process smoother and more effective. [How are CMOs structuring their teams in 2025?The modern CMO isn’t just a marketer and the departments they lead in 2025 reflect that: agile, accountable, and aligned to what matters most.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--215.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/how-CMOs-are-structuring-teams-1.png)](https://www.cmoalliance.com/how-are-cmos-structuring-their-teams-in-2025/) ### Guidelines for fostering collaboration Let’s run through a few guidelines for fostering collaboration between sales and marketing. I like to think of these as the "rules of engagement." - **Lead with empathy, not ego**: There’s no room for ego in these conversations. Leave it at the door. - **Your gut is good, but data is better**: As a mom, I rely on my gut to make decisions for my family, but at work, I lean heavily on data to guide decisions. - **Talk to each other more, not less**: Especially when it’s difficult. You won’t solve problems by staying in silos. - **Celebrate small wins**: Find opportunities to come together and celebrate progress, no matter how small. - **Share your challenges openly**: It doesn’t help anyone if we only talk about what’s working. Sharing challenges is just as important. - **Listen to learn**: I’ve found I learn the most from people who challenge me, who have different opinions, and who call me out when something isn’t working. It’s a great way to build trust with your counterparts in sales and foster a collaborative environment. ## The role of marketing ops in revenue growth At the end of the day, everything we’ve discussed boils down to one thing: **driving revenue**. Shared data, shared KPIs, streamlined processes, and open communication – all of these efforts work together to drive revenue growth. None of this happens by accident; it’s driven by marketing ops, which ensures every part of the sales and marketing engine works seamlessly together. From the moment a lead enters the funnel to the moment it becomes a closed-won deal, marketing ops plays a critical role in aligning [strategy](https://www.cmoalliance.com/your-marketing-strategy-for-the-end-of-third-party-cookies-video/), goals, and execution. It ensures the right data is tracked, the right processes are followed, and the right KPIs are measured. When these pieces come together, revenue follows. ### Marketing ops driving revenue: A real-life example Before we wrap up, let me share a quick example of the impact that alignment can have on revenue. At a previous organization, we struggled with long sales cycles. Leads would come in, but it took months to close them. Marketing and sales weren’t working effectively together, and it showed in our revenue numbers. When marketing ops stepped in, we overhauled our processes. We tightened up handoff [workflows](https://www.cmoalliance.com/driving-marketing-team-efficiency-with-ai-ebook/) and created a joint KPI structure focused on reducing the sales cycle length. Within six months, we **cut our average sales cycle by 25%** and **increased revenue by 15%**. That’s the power of marketing ops in driving revenue. It’s not just about managing processes; it’s about facilitating collaboration that directly impacts the bottom line. ## Final thoughts Thank you for taking the time to read my thoughts on a topic I’m truly passionate about. I wish you and your colleagues all the best as you work together towards your shared goals! --- From smarter tools to stronger attribution, the MarTech Summit in Boston on October 29 gives you the strategies to stay ahead. [MarTech Summit | BostonLearn how to streamline your MarTech stack, drive efficiency, and leverage AI and automation tools in your marketing operation.![](https://static.ghost.org/v5.0.0/images/link-icon.svg).style-65cdffdcd48a30cb7da3635f-logo- { position: relative; display: block; &:hover .WrapperHandleClick { display: block; } display: flex;position: relative;height: 76px;margin-right: 0px;float: left;background-size: contain;background-repeat: no-repeat;background-position-y: center;background-image: url('https://assetsacara.com/production/organizations/627f9afc640013285ccf8c52/1752510144858-CMOFULLLOGOSECONDARYONWHITE.webp');margin-left: 40px;min-width: 170px; @media (max-width: 76.8em) { margin-right: 2rem;width: 56px;margin-left: 10px;background-image: url('https://assetsacara.com/production/organizations/627f9afc640013285ccf8c52/1752510144858-CMOFULLLOGOSECONDARYONWHITE.webp'); } @media (max-width: 37.5em) { background-image: url('https://assetsacara.com/production/organizations/627f9afc640013285ccf8c52/1752510144858-CMOFULLLOGOSECONDARYONWHITE.webp');display: block;flex-direction: row-reverse;width: 5.5rem;min-width: 200px;height: auto;margin-left: 8px; } }![](https://assetsacara.com/production/organizations/627f9afc640013285ccf8c52/1776176614575-META-MarketingOperationsSummit1.webp)](https://events.cmoalliance.com/location/martech/) ### Motivating teams to succeed in a world of change URL: https://www.cmoalliance.com/motivating-teams-to-succeed-in-a-world-of-change/ Last updated: 2025-08-26T10:59:22.000Z Did you know that about **70%** of [change initiatives fail](https://www.mckinsey.com/featured-insights/leadership/changing-change-management)? That’s a staggering number, and it’s a reality many of us face as marketing leaders. When change efforts fall apart, it’s more than just projects at risk – teams get worn down, morale dips, and momentum grinds to a halt. Setting your team up to embrace change is essential for staying ahead. So, how do we, as senior leaders, use agility to build teams ready to handle change? How do we create adaptable teams that not only [keep up with ongoing shifts](https://www.cmoalliance.com/marketing-leaders-navigate-change/) but are motivated to get on board? How do we lead in ways that influence the direction of change – all grounded in trust? I’m Amy King, CMO at Relias, and I’m here to help you answer those questions and more. I’ll walk you through how to create teams conditioned to embrace continuous change – teams that can adapt quickly whenever new initiatives come their way. Let’s get into it. ## Why leadership agility matters for marketing teams Our world is one of constant change. A [2023 survey of executives](https://hbr.org/2023/05/organize-your-change-initiative-around-purpose-and-benefits) found that **85%** reported an increase in change initiatives that year. Between pandemic recovery, [generative AI](https://www.cmoalliance.com/the-cmos-guide-to-using-ai-for-marketing/), vendor consolidation, and new marketing channels, the list just keeps growing. As vendor landscapes shift and audience behaviors evolve, it’s a never-ending cycle of change. Take the graph below, for example, showing the increase in US online advertising revenue over time. When I started my marketing career back in 2003, online ad revenue was about $7.3 billion. Last year, it hit **$285 billion**. That’s a massive shift in how we reach audiences. [![Bar chart showing steady growth of online advertising revenue in the United States from 2000 ($8 billion) to $258.6 billion in 2024.](https://lh7-rt.googleusercontent.com/docsz/AD_4nXdP0chO_qehZJ2Vq1yBWZF3iv0YoF5fxGTk_ZlFrDgHubTm6PanQwr0Py6u1bl2eFdMhkx9fMW7md857ZELOgKDJYOb29dNrUDKAqWmmgt6ru4BLnSm8h3V1jYfaPf_Jj2vFD7dfA?key=_Er0TDunbAWjO3GRy12Cdg)](https://www.cmoalliance.com/motivating-teams-to-succeed-in-a-world-of-change) **Image source:* [**Statista*](https://www.statista.com/statistics/183816/us-online-advertising-revenue-since-2000/)**. Data source:* [**IAB/PwC*](https://www.iab.com/insights/internet-advertising-revenue-report-full-year-2024/) And the platforms have changed too. In 2013, most people spent more time on desktops than on mobile devices. Today, mobile dominates. Channels keep evolving as well – I remember a time when [social media](https://www.cmoalliance.com/overcoming-modern-social-media-challenges-as-a-cmo/) wasn’t even a thing, much less content creators as a marketing channel. So, our marketing world is always changing, and our teams have to keep pace. ## The reality of change initiatives As leaders, we often talk about the “change management curve.” You’ve probably seen it: a path starting on the left, dipping into a valley, then rising to a peak on the right. [![Cartoon graph depicting the change process with performance over time: initial resistance and chaos after a foreign element disrupts the old status quo, followed by integration of a transforming idea, leading to a new status quo.](https://lh7-rt.googleusercontent.com/docsz/AD_4nXcR3Kh_wQoOtn1FyMGMEq0mu-twFCM4q1251hslXuWRR_wgWHG4hOMvRuByFE-H6MwFIPwsJbK53xR9fq9WtRA1r7J-4MirmPyoZf6TUSaK7crNuF5N5zYDrqfb5quNCZdgACbR?key=_Er0TDunbAWjO3GRy12Cdg)](https://www.cmoalliance.com/motivating-teams-to-succeed-in-a-world-of-change) **The change curve, as illustrated by Michael Erickson* If change happened in isolation, that model might work. In reality, it rarely plays out that way. You launch one initiative, then your head of product drops a new solution that needs launching ASAP – that’s another change. Then IT brings in a new project management tool (yes, *another* one). Then your sales team wants pipeline acceleration in certain verticals. Then your CEO wants to change pricing and packaging for new profit margins. Before you know it, your neat linear change curve turns into overlapping waves of change that exhaust your teams. It’s *all* change, *all* the time – and that chaos can drown out the great outcomes you’re trying to deliver. ## Two keys to leading through constant change In this environment, senior leaders have to be more than just cheerleaders for change. They face team managers who see the chaos firsthand and grow reluctant to take on new initiatives. You start hearing things like, “Let’s finish this project first,” or “Now’s not the right time,” or “If only we could…” To tackle this, we’re going to explore two key areas that lie at the heart of using agility to build adaptable teams: motivation and influence. ### Motivation: The fuel for change Imagine you announce a big initiative to your team with the promise of increasing ROI by 10%. How excited do you think they’d be to jump on that change bus? Probably not very. You need some way to motivate them. However, what motivates one person won’t necessarily motivate another. So, it’s key to understand what drives your teams as you work to build an environment ready to thrive in continuous change. So, let’s dive into four key motivators to keep in mind as you drive change across your teams. **Motivator #1: Purpose** Across most leaders and team members, having a strong sense of purpose is foundational. The EY Beacon Institute found that [purpose-driven teams](https://hbr.org/2023/05/organize-your-change-initiative-around-purpose-and-benefits) are **two and a half times more effective** at driving innovation and transformation than those that don’t ground their work in a clear purpose. Leaders who rally around purpose inspire followership and engagement – they’re essential for creating a motivating environment. _This post is for paying subscribers only._ ### AI and the future of B2B market research [Video] URL: https://www.cmoalliance.com/ai-and-the-future-of-b2b-market-research-video/ Last updated: 2025-08-07T11:01:05.000Z --- --- ### What you should be doing to make your marketing SGE-ready URL: https://www.cmoalliance.com/prepare-your-marketing-for-search-generative-experience/ Last updated: 2026-05-18T16:43:20.000Z At Fit for Work, we’ve spent the last year thinking deeply about how AI, particularly Google’s [Search Generative Experience](https://www.cmoalliance.com/search-is-changing-google-ai-mode/) (SGE), is changing the way we show up online. As someone who has spent two decades in healthcare and clinical trial software marketing (from scrappy startups to enterprise environments) I’ve seen plenty of change. But SGE is different. It’s not just another tweak to the algorithm. It’s a shift in how people interact with information and it demands a fundamental rethink of how we approach [digital strategy](https://www.cmoalliance.com/shocking-divide-between-media-strategy-and-execution/). Let’s break it down: what SGE is, how it impacts marketing, and how we’re operationalizing it at Fit for Work. ## **Understanding SGE and its impact** Google officially launched SGE in the U.S. in mid-May of 2024, and expanded it to the UK, India, Japan, Indonesia, Mexico, and Brazil by August. Unlike the traditional search engine results pages (SERPs), SGE uses [generative AI](https://www.cmoalliance.com/the-cmos-guide-to-using-ai-for-marketing/) to deliver a synthesized overview of a query, answering questions directly rather than just listing links. That doesn’t mean [SEO](https://www.cmoalliance.com/seo-how-to-bring-humans-and-search-bots-together/) is obsolete. Far from it. SEO still matters – but what matters within SEO has shifted. Now, authority, relevance, and user experience are more important than ever. In an SGE world, establishing authority is non-negotiable. [AI-driven search](https://www.cmoalliance.com/how-ai-is-reshaping-search-in-2025/) prioritizes trustworthy, expert content, especially in regulated industries like health, finance, and law. For us, that means demonstrating not only what we know, but who knows it. It starts with answering key questions: - Why are we an authority on this topic? - Who within our organization brings that expertise? - How did they earn that expertise? Our [content](https://www.cmoalliance.com/content-driven-advertising/) needs to reflect that depth. That’s why we always attribute content to a specific expert and include their credentials. If a piece doesn’t feature a real, identifiable author, Google’s AI will likely pass it by. This goes beyond compliance: it's a [credibility](https://www.cmoalliance.com/building-credibility-through-affiliate-marketing-with-emmet-gibney-video/) imperative. We’ve made it a point to showcase our subject matter experts (SMEs) as thought leaders. We’re not just publishing generic blog posts, we’re highlighting unique perspectives backed by experience, data, and nuanced insights AI can’t replicate. Think white papers, case studies, research studies, and interviews. These formats help us stand out while meeting Google’s EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) criteria. AI-generated content, while efficient, tends to summarize and generalize. That’s not enough anymore. Our edge comes from real human stories and professional insight – content that offers true depth. ## **Relevance and utility: writing with purpose** SGE rewards content that [directly answers complex questions](https://www.cmoalliance.com/understanding-human-search-behavior-patterns/). So we’ve shifted our content strategy away from high-volume, generic pieces to a more selective, high-impact approach. Our focus is depth over breadth. We’re answering the long-tail, high-value queries, the kinds of things only we, with our specific expertise, can explain. We’re asking ourselves: What are our customers actually searching for? What questions do they bring to our sales teams, our customer support, or our conferences? And we’re designing content around those insights, making it useful and user-centric. We’ve also aligned our imagery strategy with this approach. Google now uses featured images in suggested search results, so the visual assets accompanying our content need to be just as thoughtful and relevant. That means investing in infographics, [videos](https://www.youtube.com/@CMOAlliance/videos), and custom visuals that reflect the content and add utility. ## **Experience and ease of use** Relevance doesn’t just apply to content, it also applies to user experience. SGE takes into account how easy your website is to navigate. If a user lands on your site and has trouble finding what they need or gets stuck waiting for a page to load, that hurts you. Site speed is critical. Whether it's loading a video, [downloading materials](https://www.cmoalliance.com/driving-marketing-team-efficiency-with-ai-ebook/), or completing a purchase, every second counts. And with 63% of organic search traffic coming from mobile, mobile optimization is no longer optional. In fact, 45% of mobile users say they won’t return if they can’t find what they need easily. So we’ve prioritized mobile-friendly layouts, clean design, intuitive navigation, and lightning-fast performance. Our goal is to create an experience that’s effortless for the user and rewarding for [search](https://www.cmoalliance.com/how-llms-are-reshaping-product-discovery/) visibility. ## **Taking action: auditing and adapting** One of the first steps we took was a [full content audit](https://www.cmoalliance.com/b2b-brand-strategy-key-tactics-to-revive-and-re-evaluate-it-2/). We evaluated our existing materials through the lens of SGE, asking whether each piece showcased authority, answered real questions, and aligned with our strategic priorities. Where we found gaps, we filled them. Where we found fluff, we rewrote or removed it. We also restructured our SEO strategy to go beyond our website, embracing an omnichannel approach that includes [social media](https://www.cmoalliance.com/dark-social-tracking-and-leveraging-private-sharing/), webinars, [podcasts](https://www.cmoalliance.com/cmo-convo-podcast/), and email. We’ve continued to refine our on-page, off-page, and technical SEO efforts. For example, we fixed longstanding technical SEO issues, researched new keywords, and are continuously collecting insights from SMEs and customers alike. One thing we do not do is [use AI to generate original content](https://www.cmoalliance.com/can-ai-unlock-your-brands-humanity/). We might use it for editing or simplification (ensuring a piece is accessible and clear) but the voice and substance come from real people. Always. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXcDMi8--4vgvFr9HYREAIvAFVFGjuF5KwE2AbdR8qy4yolN3LUtigzWwYCM6idrBWGY81PAsNNVvUc99fcSVfPOjXvgEGE209YoMlVgGTqxaisv_9cNY7CaLduv0D28BXZXhxAh-g?key=WMC2qYJx7f072k6R93KP_A) ## **Building organizational alignment** Operationalizing SGE requires more than marketing know-how. It requires buy-in from leadership, collaboration with subject matter experts, and alignment across departments. For [leadership](https://www.cmoalliance.com/the-power-of-b2b-thought-leadership/), the key is education. We’ve worked hard to help our executives understand how SGE changes the metrics that matter. Yes, we’re seeing lower traffic from organic search but the conversions are higher. And, ultimately, it’s [conversions](https://www.cmoalliance.com/user-intent-the-true-secret-to-amazing-conversion-rates/) that drive business outcomes. We’re also tying our marketing KPIs to broader corporate goals. Instead of chasing vanity metrics, we’re tracking lead quality, conversion rates, customer retention, and return on investment. Our leadership team has seen how SGE-aligned [thought leadership](https://www.cmoalliance.com/10-steps-to-implement-your-very-own-thought-leadership-strategy/) can elevate our brand. In fact, it’s opened up new revenue opportunities – our SMEs are now being asked to speak at paid events, something that never happened before. That’s a powerful validation of the strategy. ## **Empowering subject matter experts** Our SMEs are the heart of our content strategy. We’ve gone out of our way to involve them, not just the executives, but the people working directly with clients every day. We’ve created a process that reduces friction: our Director of Integrated Marketing meets with the SME, discusses the topic, and collects a high-level outline. Then we bring in a freelance writer with industry experience to research and draft the piece. The SME then reviews the draft to ensure it reflects their voice and perspective. This [collaboration](https://www.cmoalliance.com/cmo-cfo-collaboration/) model works. It respects our SMEs’ time while ensuring high-quality, credible content. And because we feature them prominently on the blog, on [social media](https://www.cmoalliance.com/5-strategies-to-beat-social-and-ai-at-their-own-game-2/), in email, etc., they feel recognized and valued. That visibility has inspired others to raise their hands and contribute, too. Our internal thought [leadership](https://www.cmoalliance.com/the-power-of-empathetic-leadership-of-a-brand/) council plays a key role here. It’s composed of SMEs from across service lines and disciplines. They meet monthly to guide content themes, support media submissions, and identify new voices for speaking and writing opportunities. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXecSItvo67Avsb0c_D8Ipz-R9QrKSNhbQGQ8lLrYnGZzbrhxvwlfE9g0GLrtaL3eBGHXdW7tstHzlmGBLh1mJW2jHfzs2aBruXzVtmP5AKIsaPjWHLDkGOGfnn3kmxuQLGUSXyBTQ?key=WMC2qYJx7f072k6R93KP_A) ## **Establishing scalable processes** None of this works without process. We’ve put in place a content development system that includes: - Monthly meetings with our thought leadership council - A consistent content production [workflow](https://www.cmoalliance.com/ai-transforming-enterprise-workflows/) - Regular keyword research and SEO audits - Integrated insights from [sales](https://www.cmoalliance.com/proactive-approach-sales-marketing-alignment/), clients, and industry leaders This helps us stay agile. As SGE evolves, and it will, we’re ready to evolve with it. ## **Bringing it all together** Our approach to operationalizing SGE isn’t siloed. We’re using the same strategy across every channel: blog posts, videos, [ebooks](https://www.cmoalliance.com/cmo-ebooks/), [social media](https://www.cmoalliance.com/influencer-marketing-the-perfect-combination-of-brand-and-performance/), email campaigns, and more. We’re applying consistent messaging, themes, and voices to create a unified brand presence. And we’re not stopping. We continue to measure, refine, and optimize. We’ve set our baseline metrics from pre-SGE and are actively tracking [performance](https://www.cmoalliance.com/how-to-get-more-from-brand-marketing-analytics/) against them. We repackage and repurpose content across touchpoints to increase its value and reach. The result? A marketing operation that’s aligned, efficient, and [future-proof](https://www.cmoalliance.com/future-proof-marketing-measurement/). ## **The payoff** Since implementing our strategy, we’ve moved away from pay-to-play marketing tactics. Our thought leadership is earning us not only visibility but also [revenue](https://www.cmoalliance.com/revenue-marketing-certified-core-brochure/). And perhaps even more importantly, it’s boosting our internal culture: [empowering team members](https://www.cmoalliance.com/how-are-cmos-structuring-their-teams-in-2025/) at all levels to become brand evangelists and thought leaders in their own right. SGE may have changed the rules of the game, but by aligning our processes, elevating our experts, and committing to real, valuable content, we’re staying ahead of the curve and showing up in the places that matter most. If you're just getting started, I encourage you to begin by building relationships across departments, with your SMEs, and with leadership. Educate, align, and support. And most importantly, [keep the human element at the center of your strategy](https://www.cmoalliance.com/why-ai-cant-replace-human-creativity/). That’s how you build authority. That’s how you create value. And that’s how you win in the world of AI-powered search. --- One day. Endless MarTech breakthroughs. Learn the strategies the pros use to streamline, optimize, and drive serious results – October 29, Boston. [MarTech Summit | BostonLearn how to streamline your MarTech stack, drive efficiency, and leverage AI and automation tools in your marketing operation.![](https://static.ghost.org/v5.0.0/images/link-icon.svg).style-65cdffdcd48a30cb7da3635f-logo- { position: relative; display: block; &:hover .WrapperHandleClick { display: block; } display: flex;position: relative;height: 76px;margin-right: 0px;float: left;background-size: contain;background-repeat: no-repeat;background-position-y: center;background-image: url('https://assetsacara.com/production/organizations/627f9afc640013285ccf8c52/1752510144858-CMOFULLLOGOSECONDARYONWHITE.webp');margin-left: 40px;min-width: 170px; @media (max-width: 76.8em) { margin-right: 2rem;width: 56px;margin-left: 10px;background-image: url('https://assetsacara.com/production/organizations/627f9afc640013285ccf8c52/1752510144858-CMOFULLLOGOSECONDARYONWHITE.webp'); } @media (max-width: 37.5em) { background-image: url('https://assetsacara.com/production/organizations/627f9afc640013285ccf8c52/1752510144858-CMOFULLLOGOSECONDARYONWHITE.webp');display: block;flex-direction: row-reverse;width: 5.5rem;min-width: 200px;height: auto;margin-left: 8px; } }![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/1776176614575-META-MarketingOperationsSummit1-236862442f49d611e3a67318fbd21bead2585c8db06997b66b428919cf74bcdc.webp)](https://events.cmoalliance.com/location/martech/) ### Plan it. Post it. Prove it: Social media workflow tactics for busy teams URL: https://www.cmoalliance.com/plan-it-post-it-prove-it-live-session/ Last updated: 2026-01-25T10:02:45.000Z Creating content is just the beginning. Staying organized, aligned, and effective is the real challenge. Between endless deadlines, scattered workflows, and unclear goals, many marketing teams are stuck in a cycle of doing more, but getting less. It’s time to fix that. **Plan It. Post It. Prove It.** is a free live session designed for busy marketing teams who want to streamline their social media workflow, publish with purpose, and finally prove the value of their content. Join us & **Agorapulse,** to learn how to move from chaos to clarity with practical tactics and real-world examples from teams that are making it work. [Watch OnDemand](https://productmarketing.wistia.com/medias/br2f4c0870) --- ### **Why attend…** - Too much content, not enough time? Learn how teams plan smarter and stay focused, without burning out. - Posting doesn’t always mean impact. Discover how to prioritize content that actually works. - Struggling to stay consistent? See how top teams build workflows that keep content moving and performing. - Roles unclear? Find out how teams bring structure and clarity to collaboration. - Unsure what success looks like? Learn how others measure what matters, and improve with every post. --- ### **What you’ll walk away with…** **👉 Real-world insights:** How top marketing teams manage collaboration, consistency, and clarity; even under pressure. **👉 Actionable strategies:** Frameworks to align your content with audience insights, buyer stages, and platform best practices. **👉** **Tangible tools:** All attendees will get access to the **Agorapulse** “How to Wear Many Hats Well” playbook, packed with repeatable systems you can apply right away. --- ### **This webinar is for:** - Social media and content marketers juggling multiple roles - Marketing managers who need more structure across teams - Anyone tired of working in silos or chasing vanity metrics --- ### Your go-to-market cheat sheet URL: https://www.cmoalliance.com/your-go-to-market-cheat-sheet-framework/ Last updated: 2025-08-04T16:22:05.000Z Product marketing is one of the most cross-functional (and let’s be honest, chaotic) roles out there – especially during [go-to-market](https://www.productmarketingalliance.com/your-guide-to-go-to-market-strategies/) (GTM). This cheat sheet gives you a structured way to [plan and execute launches](https://www.productmarketingalliance.com/a-visual-guide-to-product-launches/), measure product-market fit, and drive long-term growth with your post-launch tactics. Whether you’re launching your first feature or scaling a product across regions, this resource helps you keep GTM aligned, focused, and actually working. ## What is the go-to-market cheat sheet? The go-to-market cheat sheet is a strategic guide to help you plan, execute, and evaluate how your product reaches the market – and [what happens after](https://www.productmarketingalliance.com/how-to-ensure-product-launch-success-by-utilizing-the-post-launch-stage/). This one’s built specifically for product marketers. It combines launch responsibilities, product-market fit signals across the funnel, and post-launch plays to drive expansion, retention, and feedback loops. It's not just theory – it's a practical tool to help you get your product into the hands (and hearts) of the right users. ## Who is it for? This cheat sheet is for: - Product marketers launching new products or features - PMMs trying to figure out why their GTM isn’t sticking - Growth or lifecycle teams looking for alignment with product marketing - Teams scaling their post-launch strategies Whether you're flying solo or working with a big cross-functional crew, this framework helps you stay grounded and strategic. ## How to use the cheat sheet There are three slides, and each one has a job to do: - **Slide one** maps the [product marketing responsibilities](https://www.productmarketingalliance.com/how-far-has-pmm-come/) across the entire GTM lifecycle. It’s your blueprint for aligning with product, growth, sales, and customer success. - **Slide two** helps you measure [product-market fit](https://www.productmarketingalliance.com/everything-you-need-to-know-about-product-market-fit/) at every stage of the customer journey. Use it to spot gaps, adjust your messaging, or rethink positioning. - **Slide three** covers what happens [*after* launch](https://www.productmarketingalliance.com/product-launch-post-mortem-template-framework/) – from community to cross-sell. It’s packed with touchpoints to keep momentum going and deepen customer value. 👉 Use these slides together or on their own. They're ideal for kickoff meetings, retros, strategy sessions, or just proving (again) that PMM does way more than "just launch things." ## Get your go-to-market cheat sheet If you’re not already a member, simply sign up for our free plan and refresh this page to access your template. ![Go-to-market cheat sheet](https://www.productmarketingalliance.com/content/images/2025/08/GTM-cheat-sheet.png) [Go-to-market cheat sheetGo-to-market cheat sheet.pptx2 MBdownload-circle](https://www.productmarketingalliance.com/content/files/2025/08/Go-to-market-cheat-sheet.pptx "Download") [Go-to-market cheat sheetGo-to-market cheat sheet.pdf69 KBdownload-circle](https://www.productmarketingalliance.com/content/files/2025/08/Go-to-market-cheat-sheet.pdf "Download") [Go-to-market cheat sheetGo-to-market cheat sheet From launch to post-launch growth Name of course here![](https://www.productmarketingalliance.com/content/images/icon/favicon-2023q4-29.ico)Google Docs![](https://www.productmarketingalliance.com/content/images/thumbnail/AHkbwyKOF0oY0EkdktsIbdUqeL29br505jOXowxnOjwGDQxwI-EkVCXJga4wAonYmHsjFqFHF6Zmu2cLGdPylpSdhBDu_rFklbJW2CIGZHhwo44cSzAOQj0-w1200-h630-p)](https://docs.google.com/presentation/d/10JI1JqTo1bu5wHZHnMwU3Zm47I9JTxcVCcS3%5F1IupxI/edit?usp=sharing) _This post is for subscribers only._ ### 10 B2B growth hacking strategies for marketing leaders URL: https://www.cmoalliance.com/b2b-growth-hacking-strategies-for-marketing-leaders/ Last updated: 2025-08-04T14:47:04.000Z > *“In the early phase of growth, you want to craft a strategy for running the experiments that will have the greatest impact on growth in the least amount of time. The more focused efforts are at the start, the more intentional your experiments will be, and the more impact you’ll achieve.” – *Sean Ellis,** [***Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success***](https://www.goodreads.com/work/quotes/51986503-hacking-growth-how-today-s-fastest-growing-companies-drive-breakout-suc) Buying cycles are longer, buyer groups are larger, and expectations are higher. So, to stay ahead, you must hack [growth](https://www.cmoalliance.com/making-your-customers-your-growth-priority/) to get high-quality leads, increase [revenue](https://www.cmoalliance.com/revenue-marketing-only-works-when-accountability-is-in-place/), and turn your experiments into successes. ## **1\. Nail your niche with great positioning** Before you start spending money on campaigns, it’s important to be brutally honest about who your product is for (and who it isn’t). Effective growth hacking starts with a precise ICP (ideal customer profile), which means getting into things such as what they value, how they make decisions, and what language they use to describe their problems. You can conduct interviews, analyze [LinkedIn](https://www.linkedin.com/company/cmo-alliance/) comments, and review competitors’ [case studies](https://www.cmoalliance.com/tag/our-case-studies/) to build a good narrative. You can use this to refine your messaging and, when you show up in your customers’ inboxes or feeds, you want them to think, “this is exactly what I need”. Positioning isn’t just one-and-done. You have to continuously refine it [based on data](https://www.cmoalliance.com/zero-party-data-vs-first-party-data/) and market trends. > *“Let’s say experiment A is testing a small change, such as the color of the sign-up button. As results start coming in, it becomes clear that the increase in the number of new visitors signing up is very small – garnering just 5 percent more sign-ups than the original button color.* > *“Besides the obvious assumption that changing the color of the sign-up button may not be the key factor holding back new users from signing up, it’s also an indication that you’ll have to let the experiment run quite a long time in order to have enough data to make a solid conclusion.* > *“As you can see from the chart above, to reach statistically significant results for this test, you’d need a whopping 72,300 visitors per variant – or, in other words, you’d have to wait 72 days to get conclusive results. As Johns put it in an interview with First Round Review, “That’s a lifetime when you’re a start-up!” In a case like this, what a start-up really ought to do is abandon the experiment quickly and move on to the next, potentially higher-impact, one.” –* [***Sean Ellis***](https://www.goodreads.com/quotes/8714104-let-s-say-experiment-a-is-testing-a-small-change-such)*, *Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success** ## **2\. Create hyper-personalized cold outreach** This involves creating outreach messages that feel [individually crafted instead of mass-produced](https://www.cmoalliance.com/personalizations-power-in-modern-advertising/). So, rather than relying on generic templates, you should build emails or DMs around [data](https://www.cmoalliance.com/dark-social-tracking-and-leveraging-private-sharing/) points like: - Job title - Company news - Tech stack - Recent [social](https://www.cmoalliance.com/overcoming-modern-social-media-challenges-as-a-cmo/) activity It’s not just “Hi \[First Name\]”, it’s “I saw you recently hired a RevOps leader and launched a new GTM motion. Here’s how \[Product\] could support that”. This works because most decision-makers receive dozens of cold emails a day, so a personalized message that references something specific is more likely to stand out. In addition, people are also more likely to respond when it’s clear you’ve done your homework instead of targeting a vague [persona](https://www.cmoalliance.com/rethinking-buyer-personas-a-modern-approach-for-effective-marketing/). > *“Growth hacking has a subtle message of ‘what have you done for me today?’ You never stop as a growth hacker.” –*[***Blake Commagere, Angel Investor***](https://growthrocks.com/blog/digital-marketing-quotes/) ## **3\. Consider product-led onboarding loops** Product-led onboarding guides new users through your product in a way that helps them quickly experience its core value without needing a sales call, support ticket, or manual intervention. So, the product itself is the driver of [acquisition](https://www.cmoalliance.com/10-strategies-to-drive-demand-generation-despite-budget-cuts/), activation, and retention. It’s crucial you find what the "aha moment" is (where the user first experiences value) and build the onboarding journey to get them there as fast as possible. Common tactics include guided checklists and tooltips, pre-filled [templates](https://www.cmoalliance.com/templates-frameworks/), and in-app messages prompting collaboration or upgrades. This works because it offers immediate value, which, in turn, helps you increase [adoption](https://www.cmoalliance.com/appealing-to-early-adopters-through-experiential-marketing/) and retention. ## **4\. Take advantage of account-based retargeting** This tactic focuses on showing personalized display ads or LinkedIn ads to people working at specific companies that have visited your site or matched your ICP. You're not targeting based on keywords but on known accounts and the decision-makers within them. In short, you identify who’s visiting your site (e.g., via [cookies](https://www.cmoalliance.com/zero-party-data-vs-first-party-data/)) and serve them ads that reinforce your product’s benefits and/or offer case studies. B2B decisions aren’t made from one touchpoint (and can take weeks or months), so retargeting adds more exposure during the buying journey. In addition, you’re not wasting your budget because you’re showing the ads to people who’ve already shown interest. For example, [Snowflake](https://www.snowflake.com/en/) (a cloud-based storage and analytics company) used an [ABM](https://www.cmoalliance.com/the-role-of-marketing-in-b2b-growth-video/) platform with account-based ads and retargeting, [which led to](https://www.techfunnel.com/martech/scaling-account-based-marketing-mid-market-growth-best-practices/): - 40% faster pipeline velocity - 25% higher win rates - 30% lower customer acquisition costs ## **5\. Use thought leadership flywheels** This is a repeatable content system that can help you build credibility and trust with your audience. It's called a flywheel because once it's spinning (through content, [social](https://www.cmoalliance.com/5-strategies-to-beat-social-and-ai-at-their-own-game-2/) engagement, [SEO](https://www.cmoalliance.com/how-ai-is-reshaping-search-in-2025/), and repurposing), it builds brand authority and lead generation with less and less effort over time. Let’s say you host a webinar with an expert. You record it and slice it into multiple formats: - Key takeaways for a LinkedIn carousel - 60-second highlights for [YouTube Shorts](https://www.youtube.com/@CMOAlliance/shorts) and [TikTok](https://www.tiktok.com/@cmo.alliance) - Quotes for X threads - Audio clips for [podcast episodes](https://www.cmoalliance.com/cmo-convo-podcast/) By taking this approach to content distribution, you can make the most of each piece of [thought leadership](https://www.cmoalliance.com/10-steps-to-implement-your-very-own-thought-leadership-strategy/) content you create and use it to generate awareness and engagement. People buy from people they trust. If your founder or VP of Product regularly shares smart, opinionated, helpful content, people are already sold before they land on your site. And [thought leadership is also hard to copy](https://www.cmoalliance.com/the-power-of-b2b-thought-leadership/), so your frameworks, voice, and presence can set you apart, especially in B2B spaces. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXfc-dk0OU0S2h4SDHHNT3qOCT7BebNvJa30OdXljz_CoAFUZd3ECP7BOUUw5odsAZ36WDT2R2cdWSP0-SongJOFplkaF_Zgr0cd1VeCsuS_iAelppHHZO6eEF59QvjIyovo4LnFpQ?key=dsIawVpNEPMQwWLBvEJ0EQ) ## **6\. Invest in reverse trials** A reverse trial is about giving people access to the full premium experience from day one, and then taking it away after a short period unless they upgrade. This is different from free trials because these usually limit access or have gated features. It works because people see what your product is capable of, meaning they’re more likely to buy it as they want to keep it. This method also uses something called loss aversion, which means that losing something you’ve used is a stronger motivator than gaining something new. ## **7\. Use AI-powered personalization** Using [AI and automation tools](https://www.cmoalliance.com/best-ai-powered-marketing-attribution-tools/), you can dynamically change website content, CTAs, email sequences, and even pricing tiers based on who’s visiting or what they’ve done. For instance: - If a visitor is from a healthcare company, show HIPAA compliance case studies - If they’re a CFO, emphasize ROI and cost savings - If they’re returning, show a pricing page instead of a demo page Once set up, AI personalization runs alone, optimizing without needing constant manual changes. ## **8\. Stack channels for maximum impact** Again, it’s very unlikely that a single touchpoint will close a B2B deal. That’s why you have to create multi-channel journeys that reinforce your message across multiple platforms. Let’s say you’ve identified an account. You might show them an ad featuring a customer quote, then drop a personalized email from a sales rep, followed by a remarketing ad with a relevant ebook. If they engage, you then [trigger a chatbot](https://www.cmoalliance.com/ways-ai-can-help-you-build-stronger-connections-with-your-customers/) that offers to book a demo in real time. This cross-channel approach ensures your brand stays top-of-mind. It also gives you more chances to deliver the right message. ## **9\. Use chatbots to increase leads** Chatbots aren’t just for customer support, as they can help you accelerate growth as well, especially if you use them strategically on high-intent pages to qualify to convert traffic. A good chatbot can: - Ask tailored questions to segment visitors (e.g., industry, role, use case) - Route qualified leads to sales reps instantly - Offer smart content based on visitor behavior This improves the buyer experience as there are no forms or delays. According to a [recent survey](https://www.emarketer.com/learningcenter/guides/chatbot-market-stats-trends/), ****38% of marketers worldwide** named chatbots as the most impactful AI use case to enhance digital engagement. Likewise, ****27% of B2B marketers** are already incorporating chatbots into their strategy. ## **10\. Add live chat to high-intent pages** Not everyone wants to talk, but when they do, make sure you can address that. Live chat on pricing, product, or demo pages [can convert at much higher rates](https://hiverhq.com/blog/live-chat-statistics) than static CTAs – in fact, live chat can lead to a **40% increase in conversion rate**. --- *Unlock the AI strategies top marketers use to boost efficiency, speed, and revenue (without sacrificing creativity or control) with the* [*Driving marketing team efficiency with AI*](https://www.cmoalliance.com/driving-marketing-team-efficiency-with-ai-ebook/) *ebook.* [Driving marketing team efficiency with AI eBookDiscover how to drive marketing team efficiency with AI in this free ebook from Webflow. Learn how top marketers streamline workflows, boost speed, and increase ROI.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--210.png)CMO AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Driving-marketing-team-efficiency---with-AI-eBook-1-6.png)](https://www.cmoalliance.com/driving-marketing-team-efficiency-with-ai-ebook/) ### Board deck template for CMOs URL: https://www.cmoalliance.com/board-deck-template-for-cmos-framework/ Last updated: 2025-09-16T08:41:32.000Z ## What is the CMO board deck template? Developed by Alliance CMO, [Bryony Pearce](https://www.cmoalliance.com/author/bryony-pearce/), the CMO board deck template is a professional, customizable presentation framework built to help CMOs present their marketing strategy, performance, and future priorities to the board with clarity and confidence. It takes the guesswork out of what to include (and what to leave out) by giving you a structured, board-ready format, ensuring your updates are data-driven, strategic, and aligned with business goals. ### What’s inside the template? The deck walks you through all the slides you need to deliver a compelling board update, including: - **Executive summary** – Highlight key wins, challenges, and overall performance. - **Goals vs. results** – Show how marketing is tracking against agreed targets. - **Campaign highlights** – Detail major initiatives, outcomes, and learnings. - **Funnel health** – Share where pipeline is strong and where leaks exist. - **Brand & awareness metrics** – Report on share of voice, traffic, social, and PR impact. - **Budget vs. actuals** – Demonstrate spend efficiency and ROI. - **What’s working / What’s not** – Provide honest performance analysis. - **Upcoming priorities** – Outline the next 90 days of marketing focus. - **Risks & dependencies** – Flag anything that could block growth. - **Asks & recommendations** – Secure support, budget, or headcount where needed. The slides are pre-formatted with examples and prompts, so you can easily adapt them to your own data. ## Get your CMO board deck template ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/09/board-deck.png) [CMO board deck templateCMO board deck template.pptx2 MBdownload-circle](https://www.cmoalliance.com/content/files/2025/09/CMO-board-deck-template.pptx "Download") [CMO board deck templateMarketing performance overview 12th June, 2025 Name of course here![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/favicon-2023q4-2.ico)Google Docs![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AHkbwyIe71_9Gi8Qt0CU3Fg0DDbWaDtf-1ENfBoA4IWmF8TxRe0nmA_QCi0GP8yvmx7q1ZoAcE4yQXti81vB4JoInvi2BrvQqzglCNASdeEspaqu-xAP5Elq-w1200-h630-p)](https://docs.google.com/presentation/d/1Drc6dEU%5Fu2eIZ-nJb-WkTMttAJM7m%5FFp2nfHNTbXqUk/edit?usp=sharing) _This post is for subscribers on the Exec+ membership tier only._ ### Is AI helping or hurting your brand? [eBook] URL: https://www.cmoalliance.com/is-ai-helping-or-hurting-your-brand-ebook/ Last updated: 2025-08-04T06:53:07.000Z **AI alone won’t save your brand. But with the right systems in place, it can help scale it.** --- ## AI is everywhere. But is it working for your brand – or against it? Today, marketing teams are under relentless pressure: - More **channels**, more **content**, tighter **budgets**. - Rising risks of **brand inconsistency** and **AI-generated chaos**. And yet, **AI won’t fix what’s broken. It will only magnify it.** This ebook reveals what top marketing leaders are doing to bring structure, clarity, and control to AI integration – so they scale campaigns without compromising the brand. ## **What you'll learn:** 💡 ****AI is only as good as the system it supports** Without governance, workflows, and oversight, AI only speeds up the chaos. ⚒️ ****Foundations before AI** Build a brand management system first (with compliance, clarity, and control) to enable true AI value. 🤝 ****AI doesn’t replace human strategy** Automate the repetitive. Keep the strategic, cultural, and nuanced in human hands. 🛡️ ****Guardrails protect brand and relevance** Ensure global consistency ****and** local market sensitivity by embedding brand rules into your workflows. 🥊 ****Don’t just aim for efficiency – aim for impact** When AI is implemented right, teams execute faster **and* smarter – without sacrificing brand equity. ## Struggling with any of these? - Feeling overwhelmed by **content volume and complexity** - Seeing **brand execution suffer** across markets - Watching AI tools create more confusion than clarity You’re not alone. And you’re not stuck. This guide gives you a blueprint for bringing **clarity to the chaos.** [ Grab your copy ](https://docs.google.com/document/d/1bbPnSHVo0y-f2NQF%5FYj-Tajvej3v64A42g7VvAEDzQE/edit) --- ## Created in partnership with Sesimi This ebook is brought to you in partnership with [**Sesimi**](https://sesimi.com/) – the brand automation platform built for marketing teams that need to move fast *without breaking the brand*. > **Sesimi’s mission:** > > *To revolutionise brand advertising by leveraging cutting-edge automation and intelligence — streamlining processes, enhancing creativity, and delivering unmatched efficiency.* By embedding structure, compliance, and smart automation into your creative workflows, Sesimi helps brands scale globally while staying consistent, relevant, and on-message. ### Platform marketing: How CMOs can use platforms to grow their brand URL: https://www.cmoalliance.com/platform-marketing-how-cmos-can-use-platforms-to-grow-their-brand/ Last updated: 2025-08-01T08:00:10.000Z **TL;DR*: Platform marketing is the strategy of using digital platforms, like social media, to promote a product or brand.* As of last year, Facebook had [over 3 billion monthly active users](https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/), whereas TikTok surpassed YouTube as an influencer marketing platform in 2021, and is expected to continue rising to [54.9% of marketers using it in 2025](https://www.statista.com/statistics/1333431/top-platforms-influencer-marketing-us/). In addition, when you look at the top 10 [largest companies in the world by market capitalization](https://www.statista.com/statistics/263264/top-companies-in-the-world-by-market-capitalization/), five of them are platforms: Microsoft, Apple, Alphabet, Amazon, and Meta platforms, like Facebook. These figures show one thing: the importance of platforms as a marketing tool. Platforms allow you to reach your customers and engage them and are cost-effective because they tend to come with integrated tools for targeting, [data analysis](https://www.cmoalliance.com/is-the-first-party-data-economy-rigged/), and community-building. So, here’s an in-depth look into what platform marketing is and why you shouldn’t dismiss it. [Top 10 best AI-powered marketing attribution tools​There’s no one-size-fits-all solution when it comes to the best AI-powered marketing attribution tools.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--199.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/10-marketing-attribution-tools-2.png)](https://www.cmoalliance.com/best-ai-powered-marketing-attribution-tools/) ## **What is platform marketing?** Platform marketing means using platforms ([social media](https://www.cmoalliance.com/overcoming-modern-social-media-challenges-as-a-cmo/), e-commerce sites, or apps) to promote a product. Once you find out where your customers are most active, you can then leverage the features of that platform to communicate with them and create tailored content. Different platforms have different audience behaviors – TikTok is all about short [videos](https://www.youtube.com/@CMOAlliance/videos) while people love reading [long-form articles](https://www.cmoalliance.com/content-hub/?filter=articles) on [LinkedIn](https://www.linkedin.com/company/cmo-alliance/) – so your marketing strategies need to reflect this. Another thing to know is that platforms allow for a **two-way street** when it comes to transactions, meaning people can buy products from other users, not just from the business itself. For example, while Amazon reached nearly [575 billion U.S. dollars in net sales revenue worldwide in 2023](https://www.statista.com/topics/846/amazon/), it doesn’t own most of the products it sells – it mainly provides the space for transactions between sellers and buyers. > *“Two-sided networks can be found in many industries, sharing the space with traditional product and service offerings. However, two-sided networks differ from other offerings in a fundamental way. In the traditional value chain, value moves from left to right: To the left of the company is cost; to the right is revenue.* > *“In two-sided networks, cost and revenue are both to the left and the right, because the platform has a distinct group of users on each side. The platform incurs costs in serving both groups and can collect revenue from each, although one side is often subsidized, as we’ll see.” –* [***Strategies for Two-Sided Markets***](https://edisciplinas.usp.br/pluginfile.php/1704705/mod%5Fresource/content/1/Eisenmann%20-%20Estrat%E2%80%9Agias%20para%20mercados%20multilaterais.pdf)**, by* *Thomas Eisenmann, Geoffrey Parker, and Marshall W. Van Alstyne** ## **Benefits of platform marketing** If you want to find out your audience’s demographics on [YouTube](https://www.youtube.com/@CMOAlliance) – such as how old they are and where they’re from – all you have to do is log into your account, go to the analytics section, and get the data. Platforms provide tools that allow you to **segment your audience** and reach specific people based on their location, interests, etc. (a.k.a., targeted [advertising](https://www.cmoalliance.com/content-driven-advertising/)). Digital platforms also give you [**detailed analytics**](https://www.cmoalliance.com/the-power-of-predictive-analytics-for-cmos/), making it easier to form decisions, measure engagement and conversions, check your ROI, and so much more, all in real time. Another thing you get from platforms like YouTube or [TikTok](https://www.tiktok.com/@cmo.alliance) is **diverse advertising formats**, from display ads and influencer collaborations to video ads and sponsored posts – each suited to different goals, like brand awareness and lead gen. Additionally, a lot of platforms already have large user bases you can use to **reach a lot of people**. And it’s worth mentioning that platforms, especially social media, allow for **two-way communication** between you and your customers, which leads to higher engagement, stronger relationships, and loyalty. [Storytelling: The secret to brand loyalty in luxury marketsDiscover how emotional branding builds loyalty in luxury experiences. Dive into real-world examples from Rolex, Patek Philippe, and more.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--200.png)CMO AllianceMarilena Christodoulides![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Storytelling-The-secret-to-brand-loyalty-in-luxury-markets.png)](https://www.cmoalliance.com/storytelling-the-secret-to-brand-loyalty-in-luxury-markets/) ## **What are the challenges of platform marketing?** Platform businesses need to attract both buyers and sellers at the same time, which is often called the **chicken-and-egg problem**. For example, Uber had to get enough drivers to attract riders and vice-versa. **Building** [**trust**](https://www.cmoalliance.com/building-brand-trust-in-a-new-era-of-data-privacy/) is crucial but challenging, especially in two-sided businesses. For instance, people trust a company like Airbnb because of reviews, vetting processes, and dispute resolution systems. Without these things, people would be reluctant to use them. Sometimes, people may try to complete transactions outside of a platform to avoid fees, which is known as **platform leakage**. This not only cuts down your [revenue](https://www.cmoalliance.com/revenue-marketing-only-works-when-accountability-is-in-place/), but also reduces trust levels, since transactions outside the platform don’t have the same protection mechanisms. Other challenges include **fragmented audience data** across different platforms, which makes it harder to target and measure the [success of a campaign](https://www.cmoalliance.com/the-what-why-and-how-of-360-degree-marketing-solutions/). To overcome this, you can use data integration tools to cobble together information from multiple sources​. ## **Types of platforms (and how to use them)** ### **Social media platforms** Overall, social media platforms let you manage and optimize social media campaigns, as well as build your brand by creating great content that resonates with your audience. By responding to comments, messages, and feedback promptly, you’re also increasing customer satisfaction and loyalty – and building a community around your product/service. **Examples**: Facebook, Instagram, LinkedIn, TikTok. [Why content-driven advertising strategies are on the riseEffective advertising has always been built on the compelling presentation of information, whether it be a great story or a persuasive value proposition.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--201.png)CMO AllianceSam Amiri![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Doodles--32--1.png)](https://www.cmoalliance.com/content-driven-advertising/) ### **Email marketing platforms** Email marketing platforms allow you to automate and manage your emails, [newsletters](https://www.cmoalliance.com/subscribe-to-cmo-insider/) (a great way to deliver valuable content and keep your audience engaged and informed), and drip campaigns. Best practices include segmenting your audience by behavior and location, which allows you to send more targeted messages. [Automation](https://www.cmoalliance.com/balancing-ai-and-human-creativity-in-modern-marketing/) makes your job 1,000x easier – you can set up automated sequences for new subscribers or for people who’ve abandoned their cart, which can prompt them into buying something. **Examples**: Mailchimp, ActiveCampaign, Sendinblue. ### **Content marketing platforms** With these tools, you can create, publish, organize, and optimize your content, from articles to videos and tutorials. Consistency is key, so make sure you’re posting content on a regular basis to build credibility and keep the attention of your audience. **Examples**: HubSpot, Contently, CoSchedule. ### **Affiliate and influencer marketing platforms** With these platforms, you can leverage [affiliate](https://www.cmoalliance.com/building-credibility-through-affiliate-marketing-with-emmet-gibney-video/) partnerships and/or influencer collabs to promote your products and services. Remember, when setting up an affiliate program, it’s important to define the commission structure (e.g., percentage per sale or a fixed amount) and provide unique tracking links for people to use. Partner with bloggers, content creators, or websites that you see are helpful to promote your product. In addition, why not offer affiliates things like discount codes, which can help strengthen your relationships with them? **Examples**: ShareASale, CJ Affiliate, Impact, Traackr, Influencity. [Why creator marketing drives business resultsCreator marketing has evolved from a PR novelty to a full-fledged performance channel. In this article, Tanya Alain reflects on a decade in the space and shares how creators now drive real revenue, not just reach.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--202.png)CMO AllianceTanya Alain![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--4-.png)](https://www.cmoalliance.com/influencer-marketing-the-perfect-combination-of-brand-and-performance/) ### **Advertising platforms** Advertising platforms, from programmatic to display and [PPC (pay-per-click)](https://www.cmoalliance.com/is-the-first-party-data-economy-rigged/), allow you to buy and manage online ads, which drive traffic to your site, boost your visibility, and generate leads/sales. Popular platforms include: - **Google Ads**: They’re great for intent-driven search advertising, as well as display ads. - **Meta Ads**: Ideal for social media advertising targeting specific demographics and interests. - **LinkedIn Ads**: [Great for B2B](https://www.cmoalliance.com/whats-the-roi-on-experiential-marketing/) and for targeting professionals across many industries and markets. - **TikTok Ads**: If you want [short-form video](https://www.youtube.com/@CMOAlliance/shorts) campaigns aimed at younger audiences, then TikTok might be what you’re looking for. To make the most of these platforms, you’ll want to define your target audience, design ads that grab people’s attention with nice visuals and calls-to-action, A/B test to see which version of the ad performs better, and consider retargeting as well – this re-engages people who’ve visited your site before but didn’t convert. **Examples**: Google Display Network, Microsoft Advertising, Taboola, AdRoll. ### **Marketing automation platforms** With marketing automation platforms, you can automate repetitive tasks like emails, social media posts, and segmentation – as they let you [segment](https://www.cmoalliance.com/rethinking-buyer-personas-a-modern-approach-for-effective-marketing/) your data and target customers depending on their demographics, purchasing behavior, etc. These platforms help you nurture your leads as well, since you can set up automated email sequences for different stages of the customer journey (e.g., welcome and follow-up emails). And drip campaigns are easier because you can create [automated workflows](https://www.cmoalliance.com/ai-transforming-enterprise-workflows/) based on people’s actions, like abandoning a cart or browsing a product. **Example**: HubSpot, Marketo, Active Campaign, Pardot. [Top 10 best AI-powered marketing attribution tools​There’s no one-size-fits-all solution when it comes to the best AI-powered marketing attribution tools.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--203.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/10-marketing-attribution-tools-3.png)](https://www.cmoalliance.com/best-ai-powered-marketing-attribution-tools/) ### **E-commerce marketing platforms** With these platforms, you can run marketing campaigns for your e-commerce business, including email, notifications, and ads. Also make sure you encourage satisfied customers to leave reviews – social proof can make or break a purchase. For instance, [87% of buying decisions](https://cxl.com/blog/9-things-to-know-about-influencing-purchasing-decisions/) start with online research and the average consumer reads [ten reviews](https://blog.hubspot.com/marketing/social-proof-examples) before deciding to buy. Optimizing your listings is crucial to make the most of this, so use high-quality images, descriptive copy, and keywords to [improve searchability](https://www.cmoalliance.com/how-ai-is-reshaping-search-in-2025/). Promote related products to upsell and cross-sell (a.k.a., increase the value of your average order), and also offer discounts and promotions to attract new business and retain customers. **Example**: Amazon, Shopify, Klaviyo, Yotpo. ### **Mobile marketing platforms** Mobile marketing platforms allow you to send timely, relevant notifications to app users to boost engagement, send targeted SMS messages promoting offers and launches, and leverage geofencing to send push notifications when a customer is at a specific location (such as your store). For instance, a retail app can send notifications to alert customers when their favorite items are back in stock, to encourage repeat purchases. **Example**: AppsFlyer, Leanplum, Airship, MoEngage. ## **In short** Platform marketing is now an essential strategy for businesses. It’s all about using platforms to promote a product or service, from social media to email and content – and beyond. Being successful with platforms requires understanding them in-depth, as well as adapting to customer behaviors and tweaking strategies as needed to stay ahead of the competition. --- *Join our* [*Slack community*](https://www.cmoalliance.com/join-the-community/) *to connect with CMOs and marketing leaders all over the world. Here, you can share your insights and experiences, grow your network, ask for advice from peers who've walked the walk, and more.* [Community | CMO AllianceReady to connect with CMOs and top-level marketing executives all over the world? Join our community for an exclusive space for CMOs to network, share experiences and insights, and seek advice directly from other CMOs.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--204.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Meta_Image_Template-2-14.png)](https://www.cmoalliance.com/join-the-community/) ### When search becomes a conversation: How LLMs are transforming product discovery URL: https://www.cmoalliance.com/how-llms-are-reshaping-product-discovery/ Last updated: 2025-07-30T07:37:51.000Z Let’s get one thing straight: [Consumers aren’t searching anymore](https://www.cmoalliance.com/how-ai-is-reshaping-search-in-2025/), they’re asking. And AI is answering. In 2025, conversational AI is no longer just an emerging trend. It’s the [new front door to commerce](https://www.cmoalliance.com/search-is-changing-google-ai-mode/). Shoppers aren’t typing keywords into traditional search engines, they’re turning to tools like ChatGPT, Perplexity, or Gemini and asking natural-language questions like, *“What’s the best carry-on luggage for frequent travelers?”* or *“What’s a good wine for under $20?”* The data confirms it: - [54% of consumers ](https://www.bloomreach.com/en/news/2025/bloomreach-announces-findings-from-conversational-ai-shopping-study/#:~:text=match%20at%20L285%20,old%20woman%3F%E2%80%9D)now use conversational search - [27% use chatbots](https://www.tomsguide.com/ai/new-study-reveals-people-are-ditching-google-for-the-likes-of-chatgpt-search-heres-why#:~:text=But%20that%20might%20be%20changing,is%20coming%20to%20an%20end) over traditional search engines - [45% say](https://www.customerexperiencedive.com/news/half-consumers-ai-search-shopping-online-admarket/744429/#:~:text=,accurate%20and%20relevant%20search%20results) they use AI at some point in their shopper journey - And AI-driven retail traffic is up [1200% year over year](https://www.bain.com/insights/marketings-new-middleman-ai-agents/#:~:text=sources%20increased%20by%201%2C200,July%202024) And here's the kicker. [80% of users](https://www.bain.com/insights/marketings-new-middleman-ai-agents/#:~:text=,decreased%20by%20up%20to%2030) rely on zero-click answers from these tools. That means consumers never visit a brand’s site or an affiliate link. They just ask, get an answer, and buy. In other words, **if you're not ranking in the LLM's answer, you're invisible**. ## **What we know about how AI picks winners** We’re still in the early innings of LLM-powered product discovery, but a few things are already crystal clear about how brands show up (or don’t). - **Ads are not optional, they’re influential.** LLM crawlers [*click on ads 86% of the time*, use *ad-derived content 66% of the time*, and even *reproduce ad copy verbatim in 36%* of product suggestions](https://arxiv.org/pdf/2504.07112). That’s not noise, that’s signal. - **Context matters. A lot.** Want to rank for “best backpack for travel”? AI is pulling from travel blogs, not just product pages. Topical alignment and relevance beat [brand name](https://www.cmoalliance.com/which-comes-first-the-brand-or-the-product/) alone. - **Content quality drives credibility.** Aggregated rankings, real customer reviews, and expert roundups are gold mines for LLMs. They crave substance, not spin. - **The language you use matters.** GPT prefers practical details like “2lbs” and “fits in overhead bin” over fluff like “cutting-edge” or “sleek.” - **The prompt is everything.** Small changes in how a consumer asks the question can dramatically change what the LLM delivers. That’s both a challenge and an opportunity for [brand influence](https://www.cmoalliance.com/the-social-causes-that-most-influence-us-consumer-purchase-decisions/). ## **So… what should brands do about it?** Like inflation or tariffs, the rise of [AI-driven](https://www.cmoalliance.com/best-ai-powered-marketing-attribution-tools/) product discovery isn’t something brands can control. But they *can* control how they respond. And just like with economic pressure, the brands that get proactive will be the ones that win. Here are three plays to run right now. ### **1\. Influence the LLMs directly** Get indexed by the sources LLMs trust. That means investing in premium, contextually aligned content like expert articles or feature-rich native placements on authoritative publishers. Build stories that go deep, not just wide, and focus on product attributes that matter to real humans. Also, make sure [your ads go beyond flashy language](https://www.cmoalliance.com/personalizations-power-in-modern-advertising/) and say something useful because AI is watching. Dyson, for example could adopt this kind of approach by: **Distributing high-impact editorial content across top tech and lifestyle sites (e.g., CNET, Wired, Home & Garden, etc.)** Deep dive articles like the “Best Cordless Vacuums for Pet Owners” or “Finding the Right Vacuum that Won’t Break or Break the Bank” could showcase Dyson’s key specs like suction power, battery life, and filter ratings, while also positioning Dyson as a dependable, well-made, and long-lasting product. **Leveraging feature-rich, text-based ad copy with practical descriptors** ... to set Dyson apart. “Dyson V15 Detect, 6-lbs, up to 60-min runtime, HEPA filter.” They’re not necessarily the sexiest ads, but they’re the ones LLM crawlers are most likely to click on, internalize, and include in their recommendations. **Structured data markup across the Dyson product pages** Including schema for reviews, specifications, and FAQ so AI agents can parse them directly. No more hiding behind sign-up walls; technical specs and other helpful information needs to be as easy as possible for LLMs to pick up. ### **2\. Jumpstart the right prompts** The best LLM answer starts with the right question. Brands can prime the pump with interactive formats, keyword-powered ad units, and high-intent campaigns that teach consumers how to ask. Whether it’s through advanced [performance](https://www.cmoalliance.com/influencer-marketing-the-perfect-combination-of-brand-and-performance/) targeting or embedded value propositions, helping the user frame their intent gets your product into the conversation before it even starts. Sephora, for example, could adopt this kind of approach by: **Embedding interactive quizzes and micro-apps on site, and across premium publishers at scale** A “Find Your Perfect Foundation” tool gathers skin tone, coverage and finish preferences, then suggests a Sephora pick with [AI-optimized](https://www.cmoalliance.com/how-ai-is-reshaping-search-in-2025/) query prompts such as “best matte foundation for dry skin under $30.” **Producing keyword-powered vertical video ads** This is to capitalize on snackable, social feeling, mobile-friendly interactions. Short how-to clips titled “3 Tips for Long-Wear Lipstick That Won’t Smudge” with text overlays mimicking quick and easy prompts consumers can repurpose for their LLM queries. Heck, Sephora could go a step further and even directly suggest which prompts to use, or include a link to a pre-populated interaction with [ChatGPT](https://www.cmoalliance.com/chatgpt-killer-content-or-content-killer/), Gemini, Grok, or another LLM. [Overcoming modern social media challenges as a CMOI’ll guide you through the essential principles that CMOs should embrace to ensure their social media strategies are not only robust for today but agile enough to adapt to the unpredictable shifts of tomorrow.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--196.png)CMO AllianceLiz Dolinski![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--28-.png)](https://www.cmoalliance.com/overcoming-modern-social-media-challenges-as-a-cmo) ### **3\. Circumvent the AI gatekeeper** Not every consumer will go to AI first. Some are still browsing or haven’t even decided to start their journey yet. o target them *before* they ever prompt, through [in-depth articles](https://www.cmoalliance.com/content-hub/?filter=articles), immersive display formats, or smart audience targeting that anticipates intent. Build brand affinity early so consumers are more likely to seek *your* product by name when they do consult an AI assistant. Everlane, for example, could adopt this kind of approach by: **Publishing pre-search content hubs** For example,a “Summer Capsule Wardrobe” series on fashion and lifestyle sites. Styling tutorials, shoppable lookbooks, and behind-the-scenes [videos](https://www.youtube.com/@CMOAlliance/videos) promoted could help establish Everlane as the go-to sustainable fashion resource. **Running immersive and interactive rich-media ads** This is to highlight Everlane’s transparent pricing model, ethical factories and [sustainable](https://www.cmoalliance.com/what-is-sustainable-marketing/) sourcing, embedding the [brand narrative](https://www.cmoalliance.com/how-to-create-brand-narratives-that-resonate-with-your-audience-2/) in the consumer mindset before any AI prompt even happens. **Activating targeted audience distribution with custom performance segments** Which is based on engagement signals from the above content activations. Serving dynamic ads to consumers who are interested in “denim” or “luxury basics” or “sustainable fashion” reinforces Everlane’s values and helps them jump to the front of the line in consumers’ minds. ## **In short** AI may be rewriting the rules, but brands that stay visible, authentic, and value-aligned will still win. Whether it’s through well-placed native content, keyword seeding, or circumventing the gatekeeper entirely, now is the time to take action. Because in this new era of product discovery, [there’s no second page](https://www.cmoalliance.com/understanding-human-search-behavior-patterns/). And let’s be honest, there never really was. --- *Join our growing* [*Slack community*](https://www.cmoalliance.com/join-the-community/) *of top CMOs and marketing leaders and start asking all your pressing questions, get inspired by success stories, get the latest in marketing, and so much more.* [Community | CMO AllianceReady to connect with CMOs and top-level marketing executives all over the world? Join our community for an exclusive space for CMOs to network, share experiences and insights, and seek advice directly from other CMOs.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--198.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Meta_Image_Template-2-13.png)](https://www.cmoalliance.com/join-the-community/) ### How AI is reshaping search in 2025: A strategic guide for marketing leaders URL: https://www.cmoalliance.com/how-ai-is-reshaping-search-in-2025/ Last updated: 2025-07-28T08:35:13.000Z **As a CMO, you're likely fielding questions about AI's impact on your marketing investments. The good news? AI isn't killing search, but it is fundamentally** [**changing how your customers discover and engage**](https://webflow.com/webflowconf/online?utm%5Fsource=cmo-alliance&utm%5Fmedium=sponsored-content&utm%5Fcampaign=cmo-alliance-sponsored-article) **with your brand online.** New platforms like Perplexity and ChatGPT are giving customers faster access to direct answers, while [Google's AI Overviews](https://www.semrush.com/blog/ai-overviews/) (AIOs) provide immediate responses without requiring clicks to websites. These AI tools are creating more zero-click searches, which means [lower clickthrough rates](https://www.cmoalliance.com/shocking-divide-between-media-strategy-and-execution/) (CTRs) and reduced web traffic from traditional search engine result pages (SERPS) – metrics that likely matter to your performance dashboards. But before you consider pivoting your entire search strategy, consider this: two and a half years after ChatGPT's launch threatened to upend search, Google remains dominant. According to [SparkToro's analysis](https://sparktoro.com/blog/new-research-google-search-grew-20-in-2024-receives-373x-more-searches-than-chatgpt/), Google processes **373x more** search queries than ChatGPT and grew search volume by **21.64%** in 2024\. All AI tools combined still represent less than 2% of the search market. The opportunity for marketing leaders lies not in abandoning traditional search, but in expanding your strategy to capture high-intent audiences across both traditional and AI-powered channels. While raw traffic numbers may shift, AI search tends to drive higher-value prospects – exactly the kind of qualified leads that justify [marketing spend](https://www.cmoalliance.com/where-are-marketing-budgets-being-spent/). ## **The revenue impact of AI-powered search** Several [**AI-powered experiences**](https://webflow.com/enterprise?utm%5Fsource=cmo-alliance&utm%5Fmedium=sponsored-content&utm%5Fcampaign=cmo-alliance-sponsored-article) now compete for your customers' attention. Conversational LLMs like ChatGPT, Claude, and Gemini supplement their training data with web searches when needed (or requested). Dedicated AI search engines like Perplexity were built specifically for searching the web. Unlike traditional searches, conversational LLMs allow customers to ask follow-up questions, providing tailored answers that go much deeper than a traditional search results page. Meanwhile, Google's AI Overviews provide direct, detailed answers at the top of search results. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/07/Screenshot-2025-07-24-at-09.35.39.png) Critical for brand visibility, both Google's AI Overviews and LLMs provide citations and links to their sources – creating opportunities for [brand awareness](https://www.cmoalliance.com/the-cmos-guide-to-brand-awareness/) even without direct clicks. ## **Search traffic data trends provide signals for marketing budgets** When it comes to search traffic, AI platforms present a classic quality versus quantity trade-off. Seer Interactive's research shows that AI Overviews [decrease clickthrough rates by 70%](https://www.seerinteractive.com/insights/how-ai-overviews-are-impacting-ctr-5-initial-takeaways), while paid search CTRs decrease by about 12%. However, AI search [drives significantly higher-value traffic](https://info.seerinteractive.com/the-factors-that-influence-ai-search-visibility). "This isn't a user who searched \[for\] a random keyword and accidentally clicked on your site," explains Alisa Scharf, Seer's VP of SEO and AI. "This is somebody who engaged in a conversation with an AI assistant about your product or services. So these are high-value users, and we want to pay attention to them." As a marketing leader, this means rethinking traditional traffic-based success metrics. Brand visibility in AI searches – even without direct clicks – can significantly influence the customer journey and drive conversions through other channels. The key is understanding how these AI platforms find, select, and cite sources, then positioning your brand to be the authoritative answer. ## **Answer engine optimization: Your next marketing capability** The marketing industry has spawned several terms for AI optimization, including LLM SEO, AI SEO, and GEO (generative engine optimization). We'll use Answer Engine Optimization (AEO) as we explore what it means for your marketing strategy. ### Building AEO into your marketing strategy While traditional SEO focuses on ranking web pages in search results, AEO optimizes your content to appear in AI-generated responses, making your brand the source that AI systems cite when answering relevant queries. To develop an effective AEO strategy, your team needs to understand where these platforms source their information: - **LLM training data** includes vast datasets from web content, books, and partnerships with premium publishers. - **Real-time web searches** supplement training data when LLMs need current information. Due to its Microsoft partnership, ChatGPT's web search function primarily pulls from [Bing's search index](https://yoast.com/chatgpt-search/). - **Google AI Overviews** use real-time search data, with about [half of cited pages](https://searchengineland.com/google-ai-overviews-hurt-click-through-rates-454428) ranking in the top ten for the search query. For both [LLM web searches](https://www.seerinteractive.com/insights/how-to-get-your-brand-in-chatgpts-training-data) and [AIOs](https://www.growth-memo.com/p/the-impact-of-ai-overviews-on-seo), certain sites are frequently cited: Wikipedia, [YouTube](https://www.youtube.com/@CMOAlliance), Reddit, and [LinkedIn](https://www.linkedin.com/company/cmo-alliance/), along with authoritative industry sources (like Healthline or Nerdwallet). ### AEO vs. SEO: An evolution, not revolution The strategic advantage for [marketing leaders](https://www.cmoalliance.com/the-elements-of-a-great-marketing-leader/) is that AEO best practices build on mature SEO practices. Your existing content investments aren't wasted – they're the foundation for [AI optimization](https://www.cmoalliance.com/ai-transforming-enterprise-workflows/). Quality content that comprehensively answers customer questions remains the north star for both SEO and AEO. However, there are key strategic differences: - **Content format becomes more critical** for AI parsing: clear headers, FAQ sections, tables, and schema markup help AI systems understand and cite your information. - **Earned media strategy becomes as important as owned content strategy.** Your owned content helps you rank in traditional [search](https://www.cmoalliance.com/search-is-changing-google-ai-mode/), but earned media – where your content is cited and mentioned – is critical because AI tools synthesize multiple sources into single answers. - **Citations will matter more than traditional backlinks.** AI citations create brand awareness among high-value prospects, even when they don't click through to your site. As SEO expert [Kevin Indig notes](https://www.searchenginejournal.com/ux-study-of-googles-ai-overviews/546580/), "Visibility, not raw referral traffic, is becoming the main currency of organic search." ## **A 90-day AEO implementation roadmap for marketers** Building on the foundation of quality, comprehensive content, here’s how to help your site start showing up in AI-generated responses in just three months. ### Phase 1: Lay the groundwork for brand visibility (Days 1-30) - **Expand your PR and earned media investment.** LLMs heavily rely on brand mentions in their training data. [Focus on strategic PR efforts to increase relevant mentions](https://www.linkedin.com/feed/update/urn:li:activity:7300869792041738240/) in high-quality publications that AI systems frequently cite. - **Audit and standardize brand messaging.** Use consistent terminology and develop standardized descriptions of your [brand](https://www.cmoalliance.com/which-comes-first-the-brand-or-the-product/), products, and services across all channels. This repetition helps AI connect your brand with relevant queries. - **Diversify platform presence strategically.** Establish content on platforms frequently cited in AI responses: YouTube (with clear speech for transcriptions), LinkedIn (especially for [B2B brands](https://www.cmoalliance.com/leveraging-communities-in-the-b2b-sales-cycle/)), and Reddit (through community engagement). ### Phase 2: Develop content optimization strategies (Days 31-60) - **Implement schema markup across priority pages.** Add FAQPage schema for frequently asked questions, HowTo schema for tutorials, and QAPage schema for community Q&A sections. - **Optimize product pages for AI citation.** [Product-related content appears in 46-70% of AI citations](https://www.xfunnel.ai/blog/what-content-type-ai-engines-like). Include clear specifications, original insights, and comprehensive comparison content to make your product pages citation-worthy. - **Create content for question-based queries.** AI Overviews are most frequently triggered by queries with [4+ words and questions](https://info.seerinteractive.com/the-factors-that-influence-ai-search-visibility). Start developing content that directly addresses specific customer questions. ### Phase 3: Start tackling technical optimization (Days 61-90) - **Ensure AI crawler accessibility.** Review your robots.txt file to confirm AI crawlers aren't blocked. Like traditional SEO, crawlability helps AI bots access and cite your content. - **Minimize JavaScript dependency.** Most [AI crawlers](https://vercel.com/blog/the-rise-of-the-ai-crawler) struggle with JavaScript-heavy pages. Ensure critical content appears in HTML source code. - **Don't forget Bing optimization.** Given Bing's role in ChatGPT citations, optimizing for Bing can provide significant AEO benefits. [Kevin Indig recommends](https://www.growth-memo.com/p/what-content-works-well-in-llms) adding your site to Bing Webmaster Tools and monitor performance alongside Google Search Console. ## **Establish a competitive advantage by evolving with AI** By positioning your brand to benefit from AI search now – before it becomes a serious threat to Google's dominance – you can claim a significant first-mover advantage in your market. Start by assessing your current content strategy against these AEO principles. Most likely, you're already doing many things right: creating [quality content](https://www.cmoalliance.com/dont-just-create-content-do-something-with-it/), answering customer questions, and structuring information clearly. Now, enhance these efforts with AI-specific tactics like expanded PR, consistent brand messaging across platforms, and technical optimizations for AI crawlers. While this 90-day [roadmap](https://www.cmoalliance.com/the-importance-of-using-roadmap-software-for-successful-product-marketing-campaigns/) is a good framework to help you get started, it’s critical to remember that these investments must remain ongoing and that AEO success requires sustained effort. The fundamentals of reaching your audience with valuable information won't change, but the channels and formats will continue evolving. By adapting to this new frontier, you'll ensure your brand remains visible wherever your customers look for answers – and capture the highly [engaged audience](https://www.cmoalliance.com/putting-people-at-the-heart-of-your-brand-story/) that AI search delivers. --- **About the author** Guy Yalif is a B2B marketing executive with over 20 years of experience helping marketers use AI to drive revenue on websites and across digital advertising. Currently Webflow's Chief Evangelist, Guy has been a marketing leader at Twitter, BrightRoll, Tradeweave, Yahoo, and Intellimize. ### Go viral: A 5-step human-centered social strategy URL: https://www.cmoalliance.com/go-viral-your-5-step-human-centered-social-strategy/ Last updated: 2025-08-26T13:15:18.000Z The average American spends **over two hours** every day [on social platforms](https://soax.com/research/what-percentage-of-americans-use-social-media) – that’s more time than they spend watching their favourite sitcoms or even having dinner with the family. If your brand isn’t using that window to connect meaningfully, you’re *already* falling behind. But showing up is the easy part. Standing out? That’s where it gets tricky. If you’re battling low reach, weak engagement, or an algorithm that feels stacked against you, the problem might not be your content – it might be your whole approach to social media. This article breaks down a proven framework built around one core idea: **start with people, not posts**. You’ll learn the seven motivations behind social engagement, common brand missteps, and how to craft content that truly connects. Ready to start your journey to a more [impactful social media presence](https://www.cmoalliance.com/maximizing-your-social-medias-effectiveness/)? Great! Let’s dive in. ## Understanding human-centered design Most brands kick off their social media strategies totally upside down. This immediately puts them at a disadvantage: algorithms not playing nice, disengaged audiences, and struggling to hit [target demographics](https://www.cmoalliance.com/getting-inside-the-minds-of-your-customers-especially-when-theyre-gen-z/). Social media is a tough game, so you need a better starting point. The trick to getting your strategy right-side up? **Human-centered design**. Human-centered design is a cross-disciplinary way of inventing things that solve *real* human problems, not just abstract ideas. ## The problem with most social media strategies As the Harvard Business Review points out, a lot of startups fail because there's just [no market need](https://hbr.org/2018/08/the-simple-question-that-can-make-or-break-a-startup) – meaning the founders built something nobody actually wanted. On social media, that translates to strategies failing because marketing teams are putting out content nobody wants to see. That’s because their [social strategy](https://www.cmoalliance.com/overcoming-modern-social-media-challenges-as-a-cmo/) starts with *them*. This often looks like "content buckets" – a common agency approach that focuses on what the *brand* wants to talk about. For example, a fast-casual food chain might plan content around store openings, new menu items, executive [thought leadership](https://www.cmoalliance.com/10-steps-to-implement-your-very-own-thought-leadership-strategy/), or customer testimonials. While this content isn’t bad on its own, it’s super brand-centric. Social media isn't some megaphone for your brand to just blast out its thoughts. It's a public gathering space. Imagine someone on a speakerphone sales call in a coffee shop – they’re disrupting a shared space. Brands do the same thing on [social media ](https://www.cmoalliance.com/elevating-your-brands-social-media-maturity-a-guide-to-success/)when they don't think about the audience first. To create truly engaging content, you've got to start by understanding why your audience is even on social media, and what kind of content they actually want to engage with and share. ## Your 5-step audience-first social media framework So, practically, how do you switch to an audience-first approach? My agency, Sparo, uses a simple, five-step audience-first framework with every social media client. This framework makes sure you're building a strategy that truly resonates. Let’s take a look. ### Step one: Understand the seven social media motivations Step one is to figure out the main motivations that drive people to consume social media content. These are the big ones: [![Slide breaking down the 7 social media motivations: entertain, inspire, teach, relate, anger/shock, encourage, inform](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/07/Seven-social-media-motivations.png)](https://www.cmoalliance.com/go-viral-a-5-step-human-centered-social-strategy) 1. **Entertain**: How can you make your audience laugh, excite them, or just bring a little joy? 2. **Inspire**: How can you make your audience feel something that pushes them to act? This often includes testimonials or aspirational posts, like the ones fitness influencers love to share. 3. **Teach**: Think about those viral cooking videos – they’re teaching you something. Are you showing people how to get from point A to point C? 4. **Relate**: This is all about connecting over shared experiences, usually through memes. When a meme hits, it’s because you feel totally seen and understood. 5. **Anger/shock**: Content that stirs up thoughts like "I can't believe this is happening" or "this just makes me so mad." You’ll see a lot of this during political seasons. 6. **Encourage**: Content meant to uplift, whether it’s a Bible verse or personal stories. 7. **Inform**: Giving out new, valuable information, like weather updates. _This post is for paying subscribers only._ ### How ABM can drive results and power your marketing career URL: https://www.cmoalliance.com/how-abm-can-drive-results-and-power-your-marketing-career/ Last updated: 2025-08-26T11:07:00.000Z [Account-based marketing (ABM)](https://www.cmoalliance.com/aligning-sales-and-marketing-to-achieve-successful-abm/) has been around for a while, yet it’s still a piping-hot strategy. In fact, in 2024’s [B2B Marketing Trend Tracker](https://www.b2bmarketing.net/articles/the-b2b-marketing-trend-tracker-2024-what-trends-are-we-seeing-from-client-side-and-agency-side-marketers/), ABM strategies climbed three places in the rankings, with **32.9%** of marketers making it a focus. So why has ABM remained so relevant? Well, it ties directly to revenue and pipeline growth, which are critical in B2B marketing. ABM isn’t just about account-based selling – it’s about creating a [bigger, stronger pipeline](https://www.revenuemarketingalliance.com/b2b-pipeline-growth-planning/). And if you’re a marketer and you aren’t focused on revenue and pipeline, well, that’s a problem for your career. So, in this article, I’m going to draw on my years of experience both as a consultant and as a [CMO](https://www.cmoalliance.com/how-to-position-yourself-as-a-cmo/) to explore how ABM can impact your marketing career. Here’s what we’ll cover: - How ABM can fuel career growth - The challenges of implementing ABM - How to assess your ABM maturity - Four key focus areas for successful ABM - Leveraging AI to enhance ABM By the end, you’ll have a clearer understanding of how ABM can shape your career and drive tangible results for your organization. ## How ABM can fuel your career growth Now, let’s break down how ABM can actually propel your career. According to [a 2023 survey by ITSMA and ABM Leadership Alliance](https://abmleadershipalliance.com/wp-content/uploads/MomentumITSMA%5FABMLA2023%5FGlobalBenchmarkReport-2.pdf), these are the top three areas of improvement that can be attributed to ABM: 1. Active engagement with selected accounts 2. Pipeline growth 3. Sales team satisfaction Deal closing and cross-selling rank lower in this list, which is surprising given that ABM is designed to expand and engage the decision-making centers within target accounts. However, focusing on active engagement and satisfying your sales teams’ needs can set you up for success. [In ABM](https://www.cmoalliance.com/the-human-side-of-abm/), making these connections counts as much, if not more, than closing the deals themselves. [Gartner has also studied the impact of ABM](https://www.gartner.com/en/digital-markets/insights/account-based-marketing-trends). According to their findings, organizations often observe a lift in overall account engagement, MQL (Marketing Qualified Leads) to SAL (Sales Accepted Leads) conversion, and pipeline value thanks to ABM. [![Bar chart titled 'Areas Where Organizations Observed a Lift From Running ABM Programs,' showing various performance metrics where companies saw improvements from ABM programs. Top metrics include overall account engagement (28%), MQL to SAL conversion rates (25%), pipeline value (23%), MQLs (20%), and ad performance (20%). Other metrics with lower lift include email performance, SAL to opportunity conversions, webinar attendance, average deal size, web traffic from targeted accounts, number of individuals engaged within an account, win rate, deal velocity/cycle time, and information capture on the web. A small percentage (2%) reported no lift. Source: Gartner 2022 Tech Marketing Benchmarks.](https://lh7-rt.googleusercontent.com/docsz/AD_4nXcscc-qgZVb-vgmvk8zaUg4HQJCTtHasQjSvp9kh2WDuTaWZZHBrEnHEhJkxAx6Q_tn3DKdSmFDhsskt8TWh8k9RMAN308tvlrISe8rWKUssUOczQtLYaesNu2SSueilNykNDPpeA?key=rYV21Vi-jyplHXKDyPuZPQ)](https://www.cmoalliance.com/how-abm-can-drive-results-and-power-your-marketing-career) **Source:* [**Gartner*](https://www.gartner.com/en/digital-markets/insights/account-based-marketing-trends) When [ABM strategies](https://www.cmoalliance.com/the-united-strategies-of-marketing-abm-demand-generation/) lift your pipeline and boost ROI, it’s naturally going to help your career. On the flip side, if you’re sticking to top-of-funnel or mass media campaigns, you may find your career stalling – especially if you’re in B2B marketing. ## The challenges of implementing ABM Let’s be honest – ABM is hard. It’s a long-term strategy, not a quick win, and it requires both high effort and patience. It can be a rollercoaster with plenty of highs and lows. You’ll find yourself navigating challenges, optimizing what works, and evolving your approach constantly. [Measuring and attributing ABM success](https://www.revenuemarketingalliance.com/measuring-account-based-marketing-abm-results/) is a top challenge. Another common hurdle is aligning sales and marketing teams. And then, of course, there's the challenge of identifying and targeting the right accounts, which is at the core of ABM. [Building a solid team](https://www.revenuemarketingalliance.com/your-guide-to-abm-team-structure-success/) is key to staying resilient in the face of all these challenges (more on that later!). ABM needs support from dedicated specialists in marketing operations and strategy. ABM is very much a journey – and it can be extremely rewarding if you’re willing to adapt and push through the challenges. ## Assessing your ABM maturity For any program you’re involved in, it’s a smart idea to assess your current level of maturity. But what do those maturity levels look like in ABM? Let’s take a look. _This post is for paying subscribers only._ ### Top 5 priorities for MarOps teams I've learned over 14 years URL: https://www.cmoalliance.com/top-5-priorities-for-marops-teams/ Last updated: 2025-08-08T11:39:17.000Z *This article is based on a talk by* [*John Lewellan*](https://www.linkedin.com/in/johnlewellan/)*, previously VP of Marketing Operations at Apptio, and now Sr. Vice President of GTM Operations at Direct Travel.* Let me start with a confession: I'm obsessed with building things. Whether it's LEGO models at home (yes, I'm that person), fixing things around the house, or constructing marketing operations teams from the ground up – there's something deeply satisfying about creating systems that work. After 14 years of building and leading marketing operations teams, including a role as VP of Marketing Operations at Apptio (recently acquired by IBM), I've learned that success isn't just about having the right [tech stack](https://www.cmoalliance.com/ai-transforming-enterprise-workflows/) or the perfect process. It's about understanding what truly matters and focusing relentlessly on those priorities. So, what are those priorities? Let me walk you through the top five that have shaped my approach to marketing operations management. ## **Priority #1: Master your lead flows (or watch your marketing dollars disappear)** Here's a painful truth: If you don't capture and nurture your leads properly, you're literally throwing marketing dollars in the trash. Picture this: You're at a major industry [event](https://www.cmoalliance.com/events/). Your booth is buzzing, you're scanning badges left and right, taking detailed notes about hot prospects. Then you leave the event and... nothing. Those leads sit in a scanner, forgotten. That's not just a missed opportunity – it's marketing malpractice. The same principle applies to every lead that enters your system. Your number one job in marketing operations? Get quality leads into the hands of your SDRs and sellers. Fast. ### **Understanding the two types of leads** In my experience, leads fall into two distinct categories: **Hand-raising moments**: These are your gold. People who explicitly ask for sales contact – whether at your booth, through "[Contact Us](https://www.cmoalliance.com/create-contribute/)" forms, or demo requests. They're ready to talk. **Scored leads**: This is where things get interesting (and sometimes controversial). I recently read a [LinkedIn](https://www.linkedin.com/company/cmo-alliance/) post arguing that attending a single webinar or downloading content doesn't make someone a marketing qualified lead. I agree. But here's where the author and I part ways: they claimed that even a *combination* of these activities doesn't indicate readiness. That's where a solid lead scoring model proves its worth. At Apptio, our scored leads converted at nearly the same rate as our hand-raisers. If yours don't? Time to revisit that scoring model with your SDR team. ### **The "no lead left behind" philosophy** We've adopted a simple mantra: No lead left behind. It means tracking every single lead through every stage of the funnel. From initial capture to SQL handoff to pipeline contribution—we monitor it all. Because a leaky [funnel](https://www.cmoalliance.com/future-proof-marketing-measurement/) isn't just inefficient; it's expensive. [Future-proof marketing measurement for CMOsHow CMOs can measure the effect of their entire marketing funnel.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--190.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Webinar_Meta_Template_--3-.png)](https://www.cmoalliance.com/future-proof-marketing-measurement/) ## **Priority #2: Drive real business value (not vanity metrics)** Let's be honest – we measure a lot of things in marketing operations. But not everything deserves a victory lap. ### **The metrics hierarchy** Think of your [metrics](https://www.cmoalliance.com/how-to-get-more-from-brand-marketing-analytics/) in three levels: **Top of funnel** (inquiries, touchpoints, MQLs): These are your leading indicators. They tell you which channels work and which programs deliver. But they're not driving business value—yet. **Middle of funnel** (opportunity creation, sales accepted opportunities): Now we're getting somewhere. These metrics reveal whether your messaging resonates and if you're targeting the right audience. **Bottom of funnel** (pipeline contribution, [revenue](https://www.cmoalliance.com/the-role-of-marketing-in-b2b-growth-video/)): This is where the money lives. This is what your CEO cares about. This is what drives business value. ### **The KPIs that actually matter** Over the years, I've found four KPIs that truly move the needle: 1. **ROI**: Essential for planning and replanning. Got extra budget? Check your [ROI](https://www.cmoalliance.com/rethinking-attribution-how-to-prove-marketing-roi-video/) data to see where to invest. [Budget cuts](https://www.cmoalliance.com/10-strategies-to-drive-demand-generation-despite-budget-cuts/) coming? Know which programs to sunset. 2. **Conversion rates**: Not just the numbers, but the trends. Are your stage-to-stage conversions improving or declining over the last 3-6 months? That trend tells a story. 3. **Pipeline contribution**: This was the currency at Apptio. We [share pipeline goals with sales](https://www.cmoalliance.com/proactive-approach-sales-marketing-alignment/), meet quarterly to align, and track our marketing contribution religiously. We've even developed quarterly targets that we review weekly in leadership meetings. 4. **Actuals vs. targets**: We reverse-waterfall from annual revenue goals to understand what we need at each stage. Then we track performance weekly. ### **Don't forget functional KPIs** While department-wide KPIs matter most, functional teams need their own metrics: - Paid media tracks cost per lead - Automation monitors deliverability and unsubscribes - Content measures consumption and [thought leadership](https://www.cmoalliance.com/10-steps-to-implement-your-very-own-thought-leadership-strategy/) - Events count attendees and booth engagement - SDRs focus on quality conversations [From data to action: The CMO playbookData is valuable only when it translates into actionable insights. Many CMOs today are data-rich and information-poor.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--191.png)CMO AllianceAudrey Masset![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--8--2.png)](https://www.cmoalliance.com/from-data-to-action-the-cmo-playbook/) ## **Priority #3: Scale your team to meet business needs** Here's something that might ruffle feathers: I believe every [marketing team](https://www.cmoalliance.com/how-cmos-should-get-their-teams-ready-for-growth/) needs dedicated operations personnel. Not someone splitting time between ops and [demand gen](https://www.cmoalliance.com/10-strategies-to-drive-demand-generation-despite-budget-cuts/) – because when push comes to shove, demand gen always wins that battle. ### **Building your marketing operations team** Start with a generalist if you must, but plan for specialization. Here's how I've successfully built teams: **Start with the foundation**: - [Marketing automation](https://www.cmoalliance.com/balancing-ai-and-human-creativity-in-modern-marketing/) specialist - CRM/platform administrator - Database manager - MarTech specialist These roles often overlap in smaller organizations, but as you grow, they'll naturally separate. The key? When you invest in new technology, include headcount in that business case. Technology without people to run it is just expensive software. **Add analytics early**: This small investment ensures your large investments actually work. A dedicated analyst doesn't just build reports – they uncover insights you'd miss, track trends, and identify gaps in your demand engine. **Bring in project management**: PMOs add order to chaos. They build SLAs between functions, create RACI matrices, manage large change initiatives, and document processes that uncover operational efficiencies. **Consider web operations**: We separate demand gen strategy from operations execution. This lets web ops focus on user experience, platform stability, and [conversion rates](https://www.cmoalliance.com/user-intent-the-true-secret-to-amazing-conversion-rates/) while strategists work on messaging and content. **Don't forget financial management**: I didn't have this role until I joined Apptio, and now I can't imagine working without it. This person tracks budgets, manages vendor relationships, handles procurement approvals, and keeps annual planning on track. ### **Additional roles to consider** As you scale, consider: - **Field operations**: Your liaison between marketing ops and field marketers. They find what's broken so you can fix it. - **Creative operations**: Yes, creative in ops. It's worked in three organizations I've been part of. You still need strong [creative](https://www.cmoalliance.com/personalizations-power-in-modern-advertising/) leadership, but ops brings efficiency to the creative process. - **Centers of excellence**: We have teams in India and Eastern Europe. Managing these requires resource planning, hiring coordination, and cultural bridge-building. [What does it mean to value diversity?Did you know that companies with diverse teams are 35% more likely to have financial returns compared to their competitors?![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--192.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Doodles--33--1-1.png)](https://www.cmoalliance.com/what-does-it-mean-to-value-diversity/) ## **Priority #4: Build relationships across the business** Marketing operations can't operate in a vacuum. Your success depends on relationships – starting with your primary customer: the [marketing team](https://www.cmoalliance.com/building-marketing-teams-in-the-age-of-ai/). ### **Communicating with marketing** Transparency builds trust. Never say "it's too complicated" or "you wouldn't understand." If you can't explain your lead scoring methodology clearly, how can marketers trust it? Key practices: - Establish clear communication channels (email, [Slack](https://www.cmoalliance.com/join-the-community/), whatever works) - Schedule regular interlocks with field teams - Present roadmaps and changes at all-hands meetings - Actively solicit feedback ### **Critical external relationships** **Sales Ops**: Avoid silos at all costs. Your reporting should align, your data should match, and your changes should be communicated. You're two sides of the same revenue coin. **Sales**: Every process you ask sales to follow needs a clear "what's in it for me." Show them how filling out those fields helps them discover opportunities and close deals. **IT**: Understand their roadmap and how to get on it. Know their security requirements and integration processes. A strong IT relationship accelerates everything. **Finance**: They'll help manage budgets, track actuals, and navigate spending approvals. Know who has signing authority. **Procurement**: They'll source vendors, manage RFPs, and negotiate contracts. Build this relationship before you need it. **Legal**: Every legal team has hot buttons – [data privacy](https://www.cmoalliance.com/zero-party-data-vs-first-party-data/), logo usage, indemnification (still not sure what that means, but one of my legal teams was obsessed with it). Understand their constraints and timelines. Don't try to sign a new vendor at quarter-end when they're swamped with sales contracts. [Driving marketing team efficiency with AI eBookDiscover how to drive marketing team efficiency with AI in this free ebook from Webflow. Learn how top marketers streamline workflows, boost speed, and increase ROI.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--193.png)CMO AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Driving-marketing-team-efficiency---with-AI-eBook-1-4.png)](https://www.cmoalliance.com/driving-marketing-team-efficiency-with-ai-ebook/) ## **Priority #5: Avoid the pitfalls of marketing technology** I love marketing technology as much as anyone. But here's the thing: every dollar spent on tech is a dollar not spent on programs. Make those dollars count. ### **The key question: Will this technology increase demand gen?** Technology should either: 1. Directly increase [demand generation](https://www.cmoalliance.com/brand-vs-demand-the-cmo-priority/) capabilities 2. Improve efficiency enough to free up resources for demand gen If it doesn't do either? Question why you're buying it. ### **Managing tech bloat** The MarTech landscape has exploded from 5,000 to 14,000 solutions. It's overwhelming. Here's how to manage it: **Consolidate where possible**: Look for vendors expanding their platforms. Yes, sometimes point solutions offer better functionality or lower costs, but consolidation reduces paperwork, approvals, and integration headaches. **Consider resource requirements**: Every new technology needs someone to manage it. Include that headcount in your business case. **Respect organizational limitations**: Don't sign a contract in February if IT can't integrate until August. Know your constraints. **Assess team maturity**: Is your team ready for journey orchestration? Sometimes the best technology is the one your team will actually use. ### **Avoiding poor adoption** Create two essential documents: 1. **Categorized technology list**: Using frameworks like the ChiefMartec categories, map what you own. When someone asks for new tech, quickly see what you already have. 2. **Integration visualization**: Show how data flows between systems. When something breaks, you'll know exactly what's affected. Then focus on adoption: - Identify subject matter experts for each platform - Leverage vendor enablement (initially and again at six months) - Meet annually with your CSM to uncover unused features - Monitor usage rates – declining usage means something's wrong - Survey your team regularly ## **Wrapping up: It's about people, not just processes** After 14 years in marketing operations, here's what I know for sure: Success isn't just about having the perfect tech stack or the most efficient processes. It's about building teams that care about outcomes, fostering relationships that enable success, and maintaining a relentless focus on what truly drives business value. Whether you're building your first marketing ops function or scaling an existing team, remember these five priorities. They've served me well through multiple organizations, from startups to IBM's massive marketing operations machine. And hey, if you're feeling overwhelmed? Just remember: like building with LEGOs, marketing operations is all about finding the right pieces and fitting them together. Sometimes you follow the instructions, sometimes you improvise – but the goal is always to build something that works. --- Attend our [Marketing Operations Summit](https://events.cmoalliance.com/location/marops/) and meet the brightest minds in marketing ops, master your tech stack, and leave with strategies you can put to work tomorrow. [MarOps Summit | BostonLearn how to streamline your marketing operations, drive efficiency, and leverage emerging tools to stay ahead in the competitive marketing world.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/-base64-iVBORw0KGgo--7).style-65cdffdcd48a30cb7da3635f-logo- { position: relative; display: block; &:hover .WrapperHandleClick { display: block; } display: flex;position: relative;height: 76px;margin-right: 0px;float: left;background-size: contain;background-repeat: no-repeat;background-position-y: center;background-image: url('https://assetsacara.com/production/organizations/627f9afc640013285ccf8c52/1752510144858-CMOFULLLOGOSECONDARYONWHITE.webp');margin-left: 40px;min-width: 170px; @media (max-width: 76.8em) { margin-right: 2rem;width: 56px;margin-left: 10px;background-image: url('https://assetsacara.com/production/organizations/627f9afc640013285ccf8c52/1752510144858-CMOFULLLOGOSECONDARYONWHITE.webp'); } @media (max-width: 37.5em) { background-image: url('https://assetsacara.com/production/organizations/627f9afc640013285ccf8c52/1752510144858-CMOFULLLOGOSECONDARYONWHITE.webp');display: block;flex-direction: row-reverse;width: 5.5rem;min-width: 200px;height: auto;margin-left: 8px; } }![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/1751299921977-MarOpsBoston-2.webp)](https://events.cmoalliance.com/location/marops/) ### The role of marketing in B2B growth [Video] URL: https://www.cmoalliance.com/the-role-of-marketing-in-b2b-growth-video/ Last updated: 2025-07-23T15:03:13.000Z --- --- ### What the heck's happened to social media? URL: https://www.cmoalliance.com/overcoming-modern-social-media-challenges-as-a-cmo/ Last updated: 2025-07-24T08:30:45.000Z [Social media](https://www.cmoalliance.com/5-strategies-to-beat-social-and-ai-at-their-own-game-2/) used to be considered a channel – an additional line on a marketing plan handed off to a junior [team member](https://www.cmoalliance.com/how-are-cmos-structuring-their-teams-in-2025/). That’s no longer the case. For modern consumer brands, social media is the brand. It’s where growth happens, where relationships are built, where loyalty is earned (or lost). It’s no longer something that sits on the side. As a [fractional CMO](https://www.cmoalliance.com/your-guide-on-how-to-become-a-fractional-cmo/) who worked with [Foria](https://www.foriawellness.com/), a women's intimate wellness brand, I’ve had a front-row seat to how volatile and vital social media has become. Foria operates in a space that’s both commercially hot and culturally sensitive: sexual wellness and period care. That means the stakes are high when it comes to visibility and accessibility. And yet, the platforms that host our brand conversations ([Facebook](https://www.facebook.com/alliance.cmo), [Instagram](https://www.instagram.com/cmo%5Falliance/), [X](https://x.com/cmo%5Falliance)) don’t always make it easy. ## **Platform rules vs. platform reality** We’ve had ads and accounts taken down even when we follow the stated rules. That’s because so much of what governs [content moderation](https://www.cmoalliance.com/7-mistakes-to-avoid-when-building-a-brand-community/) today is automated. Algorithms don’t understand nuance. They can’t tell the difference between pornography and a healthy conversation about breastfeeding. Most of the time those takedowns hit when we’re precisely following the platform’s own guidelines – because the approval process is almost entirely automated and blind to context. That’s not just frustrating, it’s dangerous. Women’s health is already underrepresented in mainstream discourse. When tech platforms silence us, even unintentionally, they’re reinforcing that marginalization. This challenge isn't unique to us. Any brand in an emerging or sensitive category (cannabis, [mental health, LGBTQ+](https://www.cmoalliance.com/what-does-it-mean-to-value-diversity/)) faces the same hurdles. And the consequences are bigger than a missed campaign. If your communication with customers relies on a single platform, and that platform fails you, your brand can collapse. Our CBD-based products run into the same invisible wall. Even though policy updates technically allow CBD advertising, the bots still flag us and pull campaigns mid-flight. If half your revenue comes from one platform, you’re effectively renting your customer relationships. As I like to warn founders, **if 50% of your acquisition comes from one channel, you’re an Uber driver – the platform owns the rider, not you**. ## **From organic reach to AI-generated execution** The evolution of [social media marketing](https://www.cmoalliance.com/maximizing-your-social-medias-effectiveness/) has been shaped by tech giants shifting the rules to suit their revenue models. Remember when organic reach was enough? Then Facebook changed the algorithm and suddenly you had to pay to reach your own audience. Then Apple changed privacy policies, and paid social’s dominance crumbled. Brands pivoted to influencers and, now, even that ecosystem is being disrupted by AI. Every time you think you’ve found a stable strategy, the rules shift. The big platforms are in constant game-theory mode, and we’re playing on their board. Assume they will move the goalposts, because they will. And if your [brand](https://www.cmoalliance.com/which-comes-first-the-brand-or-the-product/) is dependent on a single tactic, whether it’s Facebook ads or [creator partnerships](https://www.cmoalliance.com/influencer-marketing-the-perfect-combination-of-brand-and-performance/), you’re building on sand. The key is to differentiate between strategy, planning, and execution. AI can [revolutionize execution](https://www.cmoalliance.com/can-ai-unlock-your-brands-humanity/). **Need 12 versions of a TikTok caption? Want to generate variations on a product image? Let AI do the grunt work.** [**But strategy, that’s still human**](https://www.cmoalliance.com/why-ai-cant-replace-human-creativity/)**.** If you let AI define your brand, you’ll get something average, middle-of-the-road, and forgettable. And that’s the opposite of what successful brands need. A brand needs a point of view. It needs to provoke and say something that [resonates, surprises, delights, or even challenges](https://www.cmoalliance.com/story-masters-4-emotional-connections-in-brand-stories/). You can’t outsource that to a tool trained on what’s already out there. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXdsglbS9f2dHy25oMjTyvi1lY2XLfO5EG_Emdc07WA2u0Xy_xUV6Z_ecvti3_0kjZjpqF5vLH97AeZX2iVqZwtMdr7Gs84ZpAg3JwEMrk3t6KJvM-xRh5BgK-ntrlT7O2Q-EoMZ4A?key=fIPMgFBkgk47yFsMIgryKQ) ## **Social media is no longer a level playing field** There’s still a romantic notion out there that any brand can win on social media, that it’s an open marketplace of ideas. But the reality is that social media has become more like traditional media: expensive, algorithmically constrained, and dominated by incumbents. You can’t count on “going viral” anymore. And you certainly can’t count on organic growth if you’re not already part of the algorithm’s favorite club. I’ve seen brands with hundreds of thousands of followers reach less than 1% of them. That’s why volume and relevance are so important and also why AI is being used to churn out content en masse. But again, more content doesn’t mean better content. The human brain craves the unexpected; when every interaction unfolds exactly as predicted, it blurs into background noise. If you’re not producing material that creates an [emotional connection](https://www.cmoalliance.com/story-masters-4-emotional-connections-in-brand-stories/), if you’re not sparking curiosity, joy, empathy, or excitement, your brand fades into the background noise. ## **The role of community in a fragmented landscape** Given how fragmented and volatile social media has become, many brands (ours included) are investing in [community building](https://www.cmoalliance.com/leveraging-communities-in-the-b2b-sales-cycle/) on platforms like Reddit and Discord. These spaces offer more control, more depth, and more genuine conversation. But let’s be clear: those platforms are also social media. And you’re still subject to their rules and shifts. If you build your entire community on Discord and Discord changes its policies or monetization model, you’re back where you started. You need platform redundancy, audience overlap, and relationships that are portable and resilient. It comes back to a fundamental marketing truth: **if you don’t own the** [**relationship with your customer**](https://www.cmoalliance.com/maximizing-your-social-medias-effectiveness/)**, you don’t own your brand**. That means diversifying your channels, be it [email](https://www.cmoalliance.com/boosting-your-email-conversion-rates/), owned communities, SMS, or events. Wherever your customers go, you need to go with them. If they migrate from X to Threads, you migrate too. But the connection has to outlive the platform. ## **What’s next?** We’re moving into a world where consumers are as AI-savvy as brands. They’re skeptical. They can tell when something was written by a bot. [Gen Z](https://www.cmoalliance.com/getting-inside-the-minds-of-your-customers-especially-when-theyre-gen-z/), especially, has a finely tuned authenticity radar, as they grew up in a world of deepfakes and auto-tuned reality, so spotting an inauthentic voice is second nature. They’re also developing their own personal brands and wielding tools (automation, browser extensions, filters) to navigate the digital world on their terms. That changes how they engage with us. They might not even see your email, or your ad, or your promoted post. They’re curating their experience in real time. [Top 10 best AI-powered marketing attribution tools​There’s no one-size-fits-all solution when it comes to the best AI-powered marketing attribution tools.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--188.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/10-marketing-attribution-tools-1.png)](https://www.cmoalliance.com/best-ai-powered-marketing-attribution-tools/) At the same time, trolls now wield the same AI firepower. When a bad actor impersonates me or floods a thread with bot-generated vitriol, I rely on our superfans to step in and say, “That’s not the real Foria voice”. This is why strong community relationships matter. When someone impersonates your brand or trolls your account, you want your fans to defend you. You want them to say, “That’s not who they are. That’s not what they stand for”. ## **So, what should CMOs do?** - Stop treating social media like a silo. It’s not a side job, it’s central to your [brand strategy](https://www.cmoalliance.com/brand-and-marketing-the-ultimate-power-couple/). In my view, it deserves at least half of a CMO’s mental bandwidth. - Prioritize thinkers over doers. The execution will be automated. The ideas, [insights](https://www.cmoalliance.com/cmo-insights-report-2025/), and provocations, that’s where your talent needs to focus. - Diversify your platforms. Don’t let one algorithm dictate your entire customer acquisition model. - Use AI to scale, not define. [Automate production](https://www.cmoalliance.com/how-ai-saves-time-as-a-cmo/), not personality. - Invest in community. Not just for engagement, but for resilience, authenticity, and brand protection. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXfGd_m1yf6eAoMPe2GAm09olbhqXO0KfjrtXcMeZcJDa7jbL-aDNmQvfRyeAfX_ByCmTYglKuSY40cE4Z82I3jHqEa8csDf9-91dSOf9i7LkU30JXSInmRhUjpdmhn6Tiq6yRWTQA?key=fIPMgFBkgk47yFsMIgryKQ) ## **Conclusion** Social media will continue to evolve. Platforms will rise and fall and algorithms will shift. But your philosophy about who you are as a brand, what you stand for, and how you build meaningful relationships, should remain steadfast. Because at the end of the day, platforms are just tools. It’s the people who matter. --- *Want to move faster without the chaos?* [*Our driving marketing team efficiency with AI ebook*](https://www.cmoalliance.com/driving-marketing-team-efficiency-with-ai-ebook/) *reveals how top marketers are using AI to streamline workflows, boost efficiency, and unlock growth without sacrificing creativity or control.* [Driving marketing team efficiency with AI eBookDiscover how to drive marketing team efficiency with AI in this free ebook from Webflow. Learn how top marketers streamline workflows, boost speed, and increase ROI.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--189.png)CMO AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Driving-marketing-team-efficiency---with-AI-eBook-1-3.png)](https://www.cmoalliance.com/driving-marketing-team-efficiency-with-ai-ebook/) ### Influencer marketing: the perfect combination of brand and performance URL: https://www.cmoalliance.com/influencer-marketing-the-perfect-combination-of-brand-and-performance/ Last updated: 2025-07-22T13:03:06.000Z I started my marketing career over a decade ago at L’Oréal, back when [influencer marketing](https://www.cmoalliance.com/how-influencer-marketing-can-be-a-revenue-driver-video/) was more of a novelty than a strategy. Back then, we didn’t even call it [influencer marketing](https://www.cmoalliance.com/evolving-influencer-marketing/). It was part of PR, communications, and maybe event activations if we were lucky. We worked with editors, relied heavily on print, and watched carefully as blogs and early YouTube channels started shaking up the status quo. At the time, we weren’t sure if this whole “creator” thing was going to stick, or if it was just a phase. Well, fast forward to today, and creator marketing isn’t just part of the mix. It *is* the mix. And what’s become very clear is this: influencer marketing is no longer about vanity [metrics](https://www.cmoalliance.com/how-to-get-more-from-brand-marketing-analytics/). It’s about revenue, performance, and trust at scale. ## **First, let’s talk about how marketing’s changed** Let’s be real: it’s noisy out there. And the platforms your audience uses keep evolving. [TikTok](https://www.tiktok.com/@cmo.alliance) is now a search engine. People are asking for recommendations there instead of Google. YouTube has long been the second most-used search platform. Reddit’s growing in influence, too. And in [B2B](https://www.cmoalliance.com/b2b-brand-strategy-key-tactics-to-revive-and-re-evaluate-it-2/), [LinkedIn](https://www.linkedin.com/company/cmo-alliance/) is the place where deals start without anyone calling it “selling.” So, in short: **customers don’t move linearly anymore.** ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/07/Modern-customer-journey-v2.png) They don’t go from ad to landing page to purchase. They might hear about you on LinkedIn, Google your brand, ask peers in a Reddit thread, watch a TikTok, then read a review. That’s why we have to show up in all the right places, and creator marketing helps us do that. Creators are the trusted middle layer. They show up where your audience is already spending time. And when they speak about your brand, it lands differently. It’s not about shouting louder. It’s about being heard by the right people, at the right time, in the right way. So, naturally, in creator marketing, we’ve moved on from impressions and “likes.” The industry used to revolve around vanity metrics that looked good on paper but meant very little in terms of actual impact. You might remember the days when campaign [success](https://www.cmoalliance.com/making-your-customers-your-growth-priority/) was measured by reach alone. The higher the follower count, the better. That’s no longer enough. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/07/Vanity-metrics-and-revenue-metrics.png) CEOs don’t care how many people saw your post. They care how many people *bought* because of it. They care about ROI. If they put a dollar into influencer marketing, what are they getting back? That’s where our focus needs to be: on actual business outcomes, [revenue](https://www.cmoalliance.com/revenue-marketing-only-works-when-accountability-is-in-place/), sales, customer acquisition cost, all that. And yes, influencer marketing can deliver on all of those. It’s already doing it for brands across [B2C and B2B](https://www.cmoalliance.com/b2c-and-b2b-marketing-convergence/). The reason? ## **Marketing isn’t either/or anymore** There’s an outdated notion that [marketing teams](https://www.cmoalliance.com/how-cmos-should-get-their-teams-ready-for-growth/) need to choose between brand and performance. But that’s not how the world works anymore. And it’s definitely not how consumers behave. Creator marketing sits at the intersection of those two goals. On one hand, it builds brand affinity in a way that’s human, relatable, and memorable. On the other hand, when done right, it drives measurable conversions (clicks, sales, pipeline, and revenue). My day-to-day involves leading a team focused on go-to-market strategy, and we’ve seen time and again that creators can do both. When you're working with the right ones—people who align with your ICP and speak your customers' language—they become some of your most effective sales channels. And that’s the mindset shift I wish more [marketing leaders](https://www.cmoalliance.com/) would adopt: stop thinking of influencer marketing as a brand-only play. It can (and should) drive bottom-line impact. ## **The rise of social commerce and creator-led sales** Social commerce is exploding, and creators are leading the charge. Some now have their own Amazon storefronts. Some sell directly on TikTok Shop. The days of routing everything through a website are fading. Now, creators are the storefront. And that opens up new opportunities for [affiliate-style partnerships](https://www.cmoalliance.com/building-credibility-through-affiliate-marketing-with-emmet-gibney-video/). Pay-per-post is being replaced—or at least supplemented—by performance-based incentives. A creator gets 10% of everything they sell. Everyone wins. This is only possible because tools now let us track that [attribution](https://www.cmoalliance.com/are-we-doing-b2b-marketing-attribution-all-wrong/). You can see exactly who’s talking about your brand, how much traffic they’re driving, and how much revenue they’re generating. The loop is finally closing. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/07/Tanya-Alain-quote-1.png) ## **And B2B is catching up.** This shift isn’t just happening in B2C. In B2B, creators (or, as we used to call them, [“thought leaders”](https://www.cmoalliance.com/the-power-of-b2b-thought-leadership/)) are more powerful than ever. Let’s be real: most of us choose our tools based on peer recommendations. Whether it’s Reddit threads, LinkedIn posts, or casual [Slack communities](https://www.cmoalliance.com/join-the-community/), people trust people like them. And marketers especially lean on what other marketers are using. I’d say 90% of my own tech stack was recommended by another peer. That’s B2B influencer marketing in action. Whether we call it that or not. And the lines are only going to keep blurring. B2B and B2C both require trust, both benefit from community, and both can win by letting the right voices tell the story. ## **“Transactional” doesn’t mean inauthentic** Now, let me talk about a pretty common concern. Some worry that as influencer marketing becomes more ROI-driven, it will lose its authenticity. But I don’t see those as mutually exclusive. In fact, I believe the best campaigns are the ones that *feel* authentic *and* perform. The key is alignment. Don’t chase creators just because they have a big following. Find the ones whose *audience* matches yours. And I don’t mean surface-level alignment. I’m talking about values, tone, and credibility with your target customer. One of the most powerful parts of creator marketing is that it’s someone else telling your story. Not a banner ad. Not a brand saying “we’re the best.” It’s a real person sharing why they genuinely love your product. And that’s where trust is built. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/07/Creator-marketing-can-be-powerful.png) But we all know building trust takes time. So I always offer this advice: ## **Don’t just work with creators. Partner with them.** Stop thinking about influencer campaigns as one-off posts. Long-term partnerships are where the magic happens. If I’m following a creator and they talk about a product once, I might notice. But if they mention it consistently over time, that builds trust. It becomes part of their lifestyle, their values. That’s when I’m more likely to believe them and buy. And from a cost perspective, long-term partnerships are often more efficient. You’re not renegotiating every time. You build better rapport. And creators are more invested in the outcome. We’re also seeing a shift toward hybrid models—smaller upfront payments with affiliate-style revenue sharing. That way, creators are incentivized to actually *sell*, not just post. ### **When should we move from short to long-term in partnerships?** I’m often asked, “When should we move from one-off campaigns to a long-term creator strategy?” My answer? **Always go long-term if you can.** Yes, short-term campaigns have their place. But trust doesn’t build overnight. Your audience needs to see something multiple times before it clicks. There’s a reason “the rule of seven” exists in marketing. If a creator promotes your product just once, it might come across as a paid plug. But if they’ve talked about your brand before—organically or not—and keep talking about it? That’s when the audience starts to believe them. That’s when conversions happen. And here’s the kicker: long-term partnerships often cost *less*. Creators are open to negotiated terms when they know they’ll be working with you across multiple posts or months. They’re not just chasing a one-time payout. Often, they’re thinking about the relationship. ## **Finding the right creator starts with audience** There are millions of creators out there today—nanos, micros, macros, and everything in between. And with that comes both opportunity and noise. The biggest mistake I see brands make is choosing creators based on how they *look*, not who they *speak to*. Just because a creator aligns visually with your brand doesn’t mean their audience does. I learned this early on. Back in my beauty days, I once partnered with a creator who looked perfect for a lipstick launch. But when we analyzed her audience, we realized most of her followers were men, not the target demographic for that product. The content flopped. What really matters is this: does the creator’s **audience** match your ideal customer profile? Are they the right gender, age, geography, interests? That alignment is non-negotiable if you want results. ## **How can you tell if a creator’s audience is real?** If you’re looking to partner with influencers, you might be wondering how to spot whether your audiences and ICPs align or if these accounts are “fake” altogether. And that’s totally fair, considering nowadays authenticity matters more than ever. With the rise of bots and fake followers, it’s not enough to look at follower count. You need to dig deeper: - Who follows this creator? Do they align with your ICP? - Are people engaging? Likes, shares, comments—all of it matters. - Is that engagement consistent over time? A sharp drop-off can be a red flag. It used to be hard to get that info. But now, with the right tools, you can get a full picture of who you’re working with and how effective they really are. ### **Another piece of advice? Check the engagement.** Once the audience alignment checks out, the next step is performance. Follower count means nothing if the [community isn’t engaged](https://www.cmoalliance.com/putting-people-at-the-heart-of-your-brand-story/). That’s where engagement rate becomes your best friend. I always advise brands to look beyond the surface: - How many likes, comments, and shares are they getting? - Are people saving the content? - Is their engagement rate stable over time, or dropping? Not all low engagement means “fake followers.” Sometimes, it’s just an inactive audience. People who abandoned their accounts or bots that were never real fans to begin with. We don’t use the term "fake followers" lightly. It’s more accurate to say “unengaged audience”, but the impact is the same. You want creators who can *actually* move people to act. And if you’re thinking long-term (which you should), you need to make sure their performance isn’t declining. A flat or upward engagement trend is a green flag. ## **You can’t afford to do this manually anymore** All of this used to be incredibly manual. Sifting through Instagram or TikTok profiles. Estimating engagement by eyeballing a few posts. Trying to find emails or DMs that didn’t get buried. Now, it’s different. With the right [AI platforms](https://www.cmoalliance.com/ai-marketing-leaders-ebook/), you can analyze millions of creators with the filters that matter: engagement rate, follower count, platform, keywords, vertical, and more. You can even set minimum engagement thresholds and let the tool surface the best matches. Beyond discovery, these platforms help with campaign management, performance tracking, and—yes—even [ROI](https://www.cmoalliance.com/how-purpose-driven-marketing-drives-roi-with-chloe-petherick-video/). If a creator drives sales, you should know it. And now, you can. ### **Take, for example, creator payments.** If you’ve ever tried paying nano or micro-influencers, you know it can be a headache. Many of these creators don’t operate as formal businesses. They don’t have vendor IDs or finance departments. That makes onboarding and payment a logistical pain, especially at scale. Then there’s product shipping. If you’ve got 50 or 500 creators waiting for samples, coordinating that manually will cost your team *weeks*. At [Upfluence](https://www.upfluence.com/), we’ve helped clients shave off 20+ hours per week just by automating that part of the process. The time savings alone make the tech worth it. ## **AI isn’t replacing creators. It’s empowering marketers.** Let’s talk about AI a bit more, because it's fundamentally changing how we operate. No, we’re not about to replace creators with robots. Yes, there are synthetic influencers out there—[AI-generated](https://www.cmoalliance.com/why-ai-cant-replace-human-creativity/) people with made-up lives—but they’re not exactly moving product (yet). [AI for Marketing Leaders eBookDiscover how leading CMOs are pursuing the safe and effective implementation of AI in their marketing operations.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--169.png)CMO AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_AI_Marketing_Leaders_eBook__Blog--1--2.png)](https://www.cmoalliance.com/ai-marketing-leaders-ebook/) At best, they’re novelties, mostly useful in fashion where visuals matter more than lived experience. What *is* changing is how AI is powering the backend of influencer marketing. It’s turning a 20-hour process into a 20-minute one. From finding creators to building campaign briefs to writing outreach emails, AI is handling the heavy lifting. At Upfluence, for example, we launched our Creator Marketplace specifically to automate the hardest parts of campaign management using AI that learns from millions of past data points. AI is surfacing the best creators based on your input. It’s recommending timing, platform mix, and even helping forecast results. And it’s freeing up your team to focus on *strategy*, not spreadsheets. ## **Here’s what I know now** After more than a decade in this space, here’s what I’ve learned about influencer marketing—and what I wish more marketers would realize: - It’s not just for brand awareness anymore. Creator marketing drives revenue, full stop. - The most effective creators aren’t always the biggest ones—they’re the ones whose **audience** mirrors your customers. - Vanity metrics won’t cut it. You need real performance data, and you need to track ROI like any other channel. - Long-term partnerships work better than one-off posts. Trust takes time, and creators need that time to make a real impact. - B2B buyers are people, too. If you think influencer marketing doesn’t apply there, you’re missing a huge opportunity. - AI isn’t replacing creators—it’s empowering marketers to scale campaigns faster, smarter, and more effectively. - And finally: authenticity will always win. The more aligned your brand is with your creators, the more trust you build—and trust is what moves the needle. Marketing is evolving, and influencer marketing is evolving with it. But one thing hasn’t changed: people want to hear from people they trust. And if we get that right, everything else follows. --- *Discover how top marketers use AI to boost efficiency, agility, and growth without losing creative control.* [*Download the free ebook*](https://www.cmoalliance.com/driving-marketing-team-efficiency-with-ai-ebook/) *to unlock proven frameworks, real success stories, and high-impact strategies.* [Driving marketing team efficiency with AI eBookDiscover how to drive marketing team efficiency with AI in this free ebook from Webflow. Learn how top marketers streamline workflows, boost speed, and increase ROI.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--187.png)CMO AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Driving-marketing-team-efficiency---with-AI-eBook-1-2.png)](https://www.cmoalliance.com/driving-marketing-team-efficiency-with-ai-ebook/) ### AI for Marketers Summit | Virtual, May 2025 URL: https://www.cmoalliance.com/ai-for-marketers-summit-virtual-may-2025/ Last updated: 2025-09-02T12:51:06.000Z Catch up on every session from the virtual AI for Marketers Summit 2025, with sessions from The Coca-Cola Company, Microsoft, and more. _This post is for paying subscribers only._ ### Email Marketing Summit | Virtual, November 2024 URL: https://www.cmoalliance.com/email-marketing-summit-virtual-november-2024/ Last updated: 2025-07-22T09:29:26.000Z Catch up with all the action from Email Marketing Virtual Summit | November, 2024. Discover best practices and take away proven tactics from experts at NBCUniversal, ROLLER Software, and CBIZ. _This post is for paying subscribers only._ ### ABM Summit | Virtual, June 2024 URL: https://www.cmoalliance.com/abm-summit-virtual-june-2024/ Last updated: 2025-07-22T09:26:23.000Z Elevate your marketing campaigns and maintain a competitive edge through ABM. Hear from industry titans form the likes of Adobe, LinkedIn, Salesforce & more. _This post is for paying subscribers only._ ### MarOps Virtual Summit | October 2024 URL: https://www.cmoalliance.com/marops-virtual-summit-october-2024/ Last updated: 2025-07-22T09:24:06.000Z Catch up with all the action from MarOps Virtual Summit. Discover best practices and take away proven tactics from experts at Guidewire Software, Apptio, an IBM Company & more. _This post is for paying subscribers only._ ### AI for Marketers Summit San Francisco 2024 | OnDemand URL: https://www.cmoalliance.com/ai-for-marketers-summit-san-francisco-2024-ondemand/ Last updated: 2025-07-22T09:20:11.000Z Catch up on all sessions from the likes of U-Haul, Cisco, Headspace, Adobe, and more. _This post is for paying subscribers only._ ### Why marketing needs better data, not more of it URL: https://www.cmoalliance.com/why-marketing-needs-better-data/ Last updated: 2025-07-18T15:55:47.000Z This is a question I get all the time: Are [marketing leaders](https://www.cmoalliance.com/) actually becoming more data-savvy? The truth is, we've come a long way. Today’s CMOs and their teams are far more analytical and technical than five years ago. It’s not uncommon now to find marketers who can comfortably work with [tracking](https://www.cmoalliance.com/dark-social-tracking-and-leveraging-private-sharing/) tools, [analytics](https://www.cmoalliance.com/how-to-get-more-from-brand-marketing-analytics/) dashboards, or even query databases. In some industries, like mobile apps or gaming, it's practically a requirement. That shift didn’t happen by accident. As [marketing budgets](https://www.cmoalliance.com/where-are-marketing-budgets-being-spent/) started coming under more scrutiny, teams were pushed to prove their value. Performance marketing played a big role in this transformation. When platforms like Google and Meta offered granular tracking, it became easy to link spend to results. That kind of accountability became the new norm. But here’s where things got lopsided. # **Trackability isn’t everything** For a long time, marketers became hyper-focused on what was easy to measure: clicks, conversions, and cost-per-acquisition. Digital performance channels like Google Ads and Meta Ads stole all the attention. But this obsession with trackable results created a false sense of precision and led many teams to neglect [brand marketing](https://www.cmoalliance.com/brand-and-marketing-the-ultimate-power-couple/) entirely. This was a mistake. Think about it. Legendary brands like Nike and Apple didn’t rely on click-through rates or UTM tags in the ‘80s. They built [emotional connections](https://www.cmoalliance.com/story-masters-4-emotional-connections-in-brand-stories/) that paid off over decades. And yet, for a while, we acted like anything that couldn’t be measured in Google Analytics wasn’t worth doing. Now, we’re finally finding our way back to balance. ## **Performance vs. brand is a false dichotomy** It surprises me that we still talk about “performance marketing” and “[brand marketing](https://www.cmoalliance.com/brand-and-marketing-the-ultimate-power-couple/)” like they’re on opposite teams. It suggests that a brand doesn’t have to perform, or that performance doesn't build brand. Neither is true. All marketing should perform. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/07/All-marketing-should-perform.png) You’re not spending millions on a flashy campaign for fun, right? You’re trying to drive business value, whether that’s this quarter or next year. The only real distinction is timing: some activities drive [short-term revenue](https://www.cmoalliance.com/revenue-marketing-only-works-when-accountability-is-in-place/), others create long-term equity. But both matter. There’s research out there, like the work of Les Binet and Peter Field, that suggests a 60/40 split between [brand](https://www.cmoalliance.com/which-comes-first-the-brand-or-the-product/) and performance is ideal for most brands. That ratio isn’t a rule, but the point is clear: you need both. And you need to understand how each contributes to the bigger picture. # **How can we measure brand?** There’s a growing realization among CMOs that brand marketing is just as measurable as performance. It just requires a different toolkit. Methodologies like Marketing Mix Modeling (MMM) and econometric models let us quantify the impact of brand campaigns, even when there’s no click or pixel to track. What’s changed is that these models are now accessible to mid-market companies, not just global ones with massive [budgets](https://www.cmoalliance.com/10-strategies-to-drive-demand-generation-despite-budget-cuts/). This shift is driven by necessity, too. With privacy regulations tightening and [third-party cookies fading into oblivion](https://www.cmoalliance.com/game-plan-for-the-end-of-third-party-cookies/), marketers are being forced to look beyond last-click attribution and rethink how they measure impact. ## **Understanding the impact of brand marketing** Measuring brand isn’t as easy as tracking a click, but it’s doable. It starts with mapping all your marketing activities, not just the digital ones. That means bringing offline channels, OOH (out-of-home), sponsorships, even radio or print, into the mix. At the same time, you need to account for external factors like seasonality, market conditions, or economic indicators (think: interest rates, inflation, or the volatility index if you're a financial services brand). Once you’ve pulled together the right inputs, the next step is to measure their influence on brand health metrics. But here’s the tricky part – what exactly do we mean by “brand”? Well, brand is one of those fuzzy concepts that everyone talks about, but is hard to define in a sentence. So, instead, we use proxies, signals that correlate with brand strength. One of my favorite proxies is [Share of Search](https://www.cmoalliance.com/search-is-changing-google-ai-mode/), using tools like Google Trends. If more people are searching for your brand compared to competitors, that’s a pretty solid indicator of brand momentum. Studies show that Share of Search can predict future market share in many categories. Other proxies include: - Direct traffic (how often people go straight to your site) - Social media mentions - Brand tracker surveys - NPS and customer sentiment data Individually, each of these has its flaws. But when combined into a model, they paint a robust picture of brand equity. Once you understand how your marketing activities affect brand, the next step is to **connect brand equity to business outcomes:** - Model the impact of marketing on a brand, using techniques like marketing mix modeling. - Model how brand impacts sales over time. This is where you capture the long-term effects of [brand building](https://www.cmoalliance.com/how-brand-building-influences-every-major-business-decision/). ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/07/J-Moldvay-quote--1-.png) By chaining these models together, we can show how a spike in brand awareness today translates into increased sales or profitability in six months. That’s what gets the CFO to stop asking, “What’s the ROI of this brand campaign?” and start saying, “How do we do more of that?” # **The problem with marketing measurement and attribution** If you’ve spent any time in marketing, you know how the story goes: [attribution](https://www.cmoalliance.com/are-we-doing-b2b-marketing-attribution-all-wrong/) most of the time equals last click. As my colleague Tim once put it: last-click is like McDonald’s. You know it’s bad for you, but sometimes, it’s just there, it’s convenient, and you use it. Just like fast food, last-click attribution is easy and everyone understands it. That’s why it sticks around. Interestingly, nearly 80% of marketers still use last-click attribution in some form, but over half of them don’t actually want to. That says it all. Better alternatives still aren’t as accessible or as easy to explain. But they exist, and they’re far more accurate. ## **The biggest flaw in last-click attribution** So, imagine a football club where only the striker gets paid, and everyone else plays for free. Sounds ridiculous, right? But that’s exactly how last-click treats your [marketing funne](https://www.cmoalliance.com/cmo-convo-sales-and-marketing-two-teams-one-funnel-zee-jeremic/)l. It ignores brand campaigns, impressions, offline touchpoints, discounts, and every other variable that contributes to a conversion but isn’t the final interaction. It’s narrow, it’s biased, and it actively devalues the channels that aren’t “clickable” even when they’re vital to long-term growth. Sure, we’ve had alternatives like linear, first-click, or position-based models. But here’s the thing: they all suffer from the same fundamental problem. They only look at converting journeys. That means we’re dealing with survivorship bias, judging success only by what worked, without ever examining what didn’t. That’s like rating a midfielder based only on the successful passes that he played, while ignoring all the missed passes. It's not a full picture. What you really want is data-driven multi-touch attribution – a model that looks at all journeys, not just the ones that convert. It should analyze converting and non-converting paths alike and assess every touchpoint’s actual contribution to the outcome. This is how you move from gut feeling to evidence-based marketing. And it’s where modern measurement starts to shine. [Top 10 best AI-powered marketing attribution tools​There’s no one-size-fits-all solution when it comes to the best AI-powered marketing attribution tools.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--184.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/10-marketing-attribution-tools.png)](https://www.cmoalliance.com/best-ai-powered-marketing-attribution-tools/) ## **How to build a smarter data foundation** Attribution is only as good as the data behind it. That’s where tools like [Funnel](https://funnel.io/) come into play. Before joining Funnel, I was a client. We’d already partnered since 2019 when I was building Adtriba, and we admired Funnel’s ability to pull together marketing data from hundreds of platforms quickly, accurately, and consistently. This excited me because most marketers still live in Excel. They copy-paste performance data from Meta, Google Ads, LinkedIn, TikTok, and more, stitch it together manually, and then try to build reports for their CMO. It’s inefficient, error-prone, and it wastes valuable time that should be spent on insights and strategy. Funnel changes all of that. It automates data collection, handles currency conversions across markets, normalizes [metrics](https://www.cmoalliance.com/finding-balance-as-a-marketing-leader-between-short-and-long-term-goals/), and ensures a single source of truth. And I bring this up because that’s the first step toward real marketing intelligence. ## **Data problems and how to spot them** If you’re new to marketing or still ramping up, a straightforward way to spot a data problem is this: when your platforms don’t add up. Say Meta reports 120 conversions, Google reports 130, but your backend only shows 150 actual sales. That’s a problem. You’re dealing with double-counting and conflicting data, and you can’t rely on ad platforms to self-report objectively. Then, there’s the issue of tracking limitations. [Cookies are disappearing](https://www.cmoalliance.com/zero-party-data-vs-first-party-data/). Platforms like [Instagram](https://www.instagram.com/cmo%5Falliance/) and [TikTok](https://www.tiktok.com/@cmo.alliance) don’t let you see individual ad impressions. And many users never click because they see, remember, and convert later. That means you’re missing crucial data from upper-funnel brand campaigns, and if your attribution model relies solely on clicks, you’re blind to most of your brand impact. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/07/Good-v-great-data--1-.png) # **Data quality is everything** Clean, structured, and consistent data is non-negotiable if you want to build trust in your insights. That means: - Converting currencies across global campaigns - De-duplicating conversions across platforms - Normalizing metrics for proper comparisons - Understanding what your data can’t tell you Even the best tracking setup won’t capture every touchpoint. That’s okay, but you need to know the limits and work around them with smart methodologies. ## **Consider triangulation** **So, where’s marketing measurement heading?** **Triangulation.** Rather than relying on a single method (which always has limitations), triangulation combines the strengths of three core methodologies: - Marketing Mix Modeling (MMM): Great for big-picture insights and offline/non-trackable channels. - Data-Driven Multi-Touch Attribution (MTA): Granular, conversion-path-level understanding. - Incrementality Testing (e.g., Geo-Lift Experiments): Causal validation through real-world testing. However, bear in mind each has its pros and cons: - MMM struggles with granularity, robustness, and needs a lot of historic data (ideally at least 2 years). - MTA is vulnerable to signal loss and privacy regulation. - Experiments provide rock-solid causality, but take time and can sacrifice revenue during test periods. When combined, they cover each other's blind spots. ## **What smart marketers are doing differently** Here’s what we’re seeing from top-performing marketing teams: - They build integrated data ecosystems that include online, offline, brand, and performance metrics. - They use statistical modeling to uncover the real drivers of growth, not just the last-click. - They create cross-functional teams where creatives, analysts, and strategists actually talk to each other. - They focus on incrementality: what really changed because of their actions, not just what happened. And, most importantly, they invest in long-term brand building while staying agile with performance campaigns. [How are CMOs structuring their teams in 2025?The modern CMO isn’t just a marketer and the departments they lead in 2025 reflect that: agile, accountable, and aligned to what matters most.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--185.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/how-CMOs-are-structuring-teams.png)](https://www.cmoalliance.com/how-are-cmos-structuring-their-teams-in-2025/) # **How to build trust in marketing data** One challenge many [CMOs face is presenting marketing data to the CFO or CEO](https://www.cmoalliance.com/cmo-cfo-collaboration/), only to be met with skepticism. I get it. Finance teams need bulletproof evidence, not hand-wavy metrics. In my experience, this is what works: **Transparency**. Be clear about data sources, methodologies, and assumptions. Educate the audience. We’ve built academies and courses at Funnel to help with this. **Validation**. Use experiments to back up models. CFOs understand A/B tests. Show them real-world proof of impact. **Speak their language**. Marketing metrics like ROAS and CPA aren’t so different from financial ones like IRR. At the end of the day, we’re all trying to optimize return on investment. This transition won’t happen overnight. But as CMOs become more technical and as [data teams grow more embedded in marketing](https://www.cmoalliance.com/is-the-first-party-data-economy-rigged/), the gap will close. ## **Treat marketing as a revenue-driven department** It’s time we killed the outdated perception of marketing as a “[cost center](https://www.cmoalliance.com/from-cost-center-to-revenue-powerhouse/)”. In reality, marketing is fast becoming one of the most performance-driven teams in the business. Today’s top marketing teams: - Think in terms of margin, ROI, and revenue - Fight for budget the same way a sales team does - Measure impact, not just output - Push for efficiency and scale, even in creative and brand campaigns In many companies we work with, marketing is already seen as a profit center. That trend is accelerating, especially in this tougher economic climate, where every dollar must prove its worth. Now it’s about finding the optimal balance between reach and efficiency, and defending that budget with hard numbers. # **Final thoughts** If there’s one thing I’ve learned after years working in marketing analytics, it’s this: [measurement](https://www.cmoalliance.com/the-cmos-guide-to-measurement-report/) doesn’t need to be perfect, but it does need to be honest, consistent, and useful. Most teams I talk to aren’t struggling because they don’t have enough data. They’re struggling because they don’t trust the data they have, or they’re relying on outdated models that oversimplify a complex customer journey. Here’s what I’d keep in mind: - **Last-click attribution** is convenient, but misleading. It rewards the final touchpoint and ignores everything else. - **Static models aren’t the answer** either. They still only show you part of the picture. - Better measurement starts with **better data**. Clean, structured, unified data is the foundation. - **Triangulation** is the future. Combine attribution, MMM, and experiments to get a full view. - **CMOs and CFOs are closer than we think.** When marketing can talk in terms of return, efficiency, and long-term impact, it stops being seen as a cost center and starts being seen as a growth engine. - And finally, **brand and performance aren’t enemies**. They’re just different levers in the same system. Every channel and campaign should be held accountable to some form of performance, whether short-term or long-term. --- *Get your copy of the* [*CMO's Guide to Measurement*](https://www.cmoalliance.com/the-cmos-guide-to-measurement-report/) *to learn how to combine multiple data sources for a complete view of marketing performance, how AI-powered attribution will save you time, and so much more.* [The CMO’s Guide to Measurement: Master Marketing ImpactHow triangulation shows marketing’s true impact![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--186.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/The-CMO-s-guide-to-measurement-5.png)](https://www.cmoalliance.com/the-cmos-guide-to-measurement-report/) ### Revenue Marketing Summit Seattle | June 2023 URL: https://www.cmoalliance.com/revenue-marketing-summit-seattle-june-2023/ Last updated: 2025-07-16T15:39:06.000Z Catch up with all sessions from Revenue Marketing Summit Seattle including insights from Amazon, Mastercard, Reddit & more! _This post is for paying subscribers only._ ### Revenue Marketing Summit Las Vegas | May 2023 URL: https://www.cmoalliance.com/revenue-marketing-summit-las-vegas-may-2023/ Last updated: 2025-07-16T15:13:49.000Z Catch up with all sessions from Revenue Marketing Summit Las Vegas. Hear from Autodesk, NVIDIA, GoDaddy and more! _This post is for paying subscribers only._ ### Revenue Marketing Summit Denver | April 2023 URL: https://www.cmoalliance.com/revenue-marketing-summit-denver-april-2023/ Last updated: 2025-07-16T15:05:35.000Z Catch up with all sessions from Revenue Marketing Summit Denver with insights from Slack, Google, Amazon, Dell and more. _This post is for paying subscribers only._ ### Revenue Marketing Festival, June 2023 | OnDemand URL: https://www.cmoalliance.com/revenue-marketing-festival-june-2023-ondemand/ Last updated: 2025-07-16T14:46:59.000Z Catch up with all sessions from Revenue Marketing Festival with insights from HSBC, Visa, G2 and more! _This post is for paying subscribers only._ ### Revenue Marketing Summit San Francisco | September 2023 URL: https://www.cmoalliance.com/revenue-marketing-summit-san-francisco-september-2023/ Last updated: 2025-07-16T14:12:43.000Z Catch up with all sessions from Revenue Marketing Summit San Francisco including insights from Meta, LinkedIn, Trulioo & more! _This post is for paying subscribers only._ ### Revenue Marketing Summit London | November 2023 URL: https://www.cmoalliance.com/revenue-marketing-summit-london-november-2023/ Last updated: 2025-07-16T14:04:00.000Z Catch up with all sessions from Revenue Marketing Summit London with insights from Uber, Visa, Pinterest and meany more. _This post is for paying subscribers only._ ### #Demand24 Denver, April 2024 URL: https://www.cmoalliance.com/demand24-denver-april-2024/ Last updated: 2025-07-16T13:49:32.000Z Catch up with every session from #Demand24 Denver with discussions from the likes of Dell, LinkedIn, S&P Global, Kayak & more. _This post is for paying subscribers only._ ### Brand Marketing Summit | Online, Feb 2025 URL: https://www.cmoalliance.com/brand-marketing-summit-online-feb-2025/ Last updated: 2025-07-16T13:44:31.000Z Unlock the full strategic power of your brand to drive loyalty, growth, and impact. Hear from industry titans from the likes of Playboy, Workday, Sage & more. _This post is for paying subscribers only._ ### Brand Marketing Summit Los Angeles 2025 URL: https://www.cmoalliance.com/brand-marketing-summit-los-angeles-2025/ Last updated: 2025-07-16T13:40:28.000Z Catch up on all sessions from Brand Marketing Summit including insights from WorkDay, CBS, HP, and more. _This post is for paying subscribers only._ ### Why AI can’t replace human creativity (and why that matters for marketers) URL: https://www.cmoalliance.com/why-ai-cant-replace-human-creativity/ Last updated: 2025-07-16T09:25:33.000Z My personal [journey into AI](https://www.cmoalliance.com/ways-ai-can-help-you-build-stronger-connections-with-your-customers/) started around the time ChatGPT launched, which was almost two years ago. I was in a different role back then, but I remember feeling really curious about what was happening. It was a fascinating moment. When Retresco reached out to me with a role, I saw it as a great opportunity to dive deeper into something I was already passionate about. Since I joined two years ago, so much has happened. AI evolves so quickly. There’s always something new to learn or build. It’s never boring, which is honestly what keeps it exciting for me. So, let me share my thoughts on where I think AI is taking us. But first: ## **Do I believe AI can replace human creativity?** To be honest, sometimes AI surprises me. There have been moments where I’ve gotten an output that sparked an idea I hadn’t considered. But still, it’s working with information that already exists. It’s not creating something from pure instinct or emotion. So, you could argue that [AI doesn’t have true human creativity](https://www.cmoalliance.com/balancing-ai-and-human-creativity-in-modern-marketing/) or intuition, and I agree with that. What it does offer is **scale**. But there’s a limit: AI is functional. It generates responses based on probabilities and training data. You can train a model on something specific, like finance or healthcare, and the outputs will feel more accurate or context-aware. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/06/Janina-AI-quote.png) But when it comes to [emotional nuance](https://www.cmoalliance.com/story-masters-4-emotional-connections-in-brand-stories/) or understanding how different cultures might interpret a message, I don’t think large language models are ready for that. Maybe they never will be. That final layer of communication, especially in [marketing](https://www.cmoalliance.com/brand-and-marketing-the-ultimate-power-couple/), needs to be human. The last step—the message that actually connects with someone on a real level—still needs a person behind it. ## **Which brings me to the next point: can AI stack up against human creativity?** This question comes up a lot, especially when we talk about whether AI can truly compete with the depth and originality of human creativity. I’ve thought about this quite a bit, and honestly, one thing always stands out to me: even the internet is finite. That’s something we’ve heard from AI leaders, including Sam Altman. If AI is trained on the internet, then its creative potential is also capped by what already exists. On the other hand, human [creativity](https://www.cmoalliance.com/cultural-flexibility-for-marketing-creativity/) isn’t bound by that. It’s infinite. That alone makes a strong case for why machines can’t fully replace people in creative work. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/06/Creativity-is-infinite.png) Of course, models will keep getting better at how they process and recombine information. There’s a lot of talk about AGI—artificial general intelligence—and the idea that someday these systems might reason and come up with entirely new ideas. Some think it’s just around the corner. I’m not convinced. I think it’ll take more time. Even now, large language models have plenty of issues: - There’s a lot of debate around what data should or shouldn’t be used for training. - Copyright and intellectual property are major concerns. There was a recent court ruling in the US that dealt with this directly. A group of small digital publishers claimed AI companies were training models on their content without permission. But the court ruled against them. The logic was that if you publish facts on your website, you can’t claim exclusive ownership over them. That decision set a big precedent. To me, the legal conversation doesn’t address everything. Even if facts are open to the public, the way a writer expresses them—their tone, their voice, their style—is still something unique. A lot of authors are pushing back, refusing to let their work be used to train models. And I understand that. At the same time, I’m not against [using AI to help with the process](https://www.cmoalliance.com/artificial-intelligence-in-marketing-boosting-efficiency-and-creativity/). But that’s the double-edged sword we’re dealing with. On one side, AI can elevate your work. On the other, if you let it take over completely, you risk diluting what makes your voice original. ## **Can AI-generated content ever feel authentic?** It depends. Sometimes you can tell right away that something was written by AI, right? There’s a certain structure, a certain rhythm that feels a little too clean or generic. Other times, especially with more advanced models or more thoughtful prompting, it’s harder to detect. Still, there’s usually something that gives it away. In media, we’ve seen that audiences trust established outlets more than those that rely fully on AI-generated [content](https://www.cmoalliance.com/content-driven-advertising/). There’s a reason for that. People are aware that AI can generate fake information, and that creates doubt. The risk of misinformation slipping through is real, and that naturally affects how people respond to the content. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/06/AI-do-s-and-don-ts.png) However, I recently came across an experiment where researchers trained a model on classic poetry—Shakespeare, Dickinson, and other British poets. Then they had that model generate new poems in the same style. When a group of readers was asked to tell the difference between the originals and the AI-generated ones, nearly half couldn’t. In some cases, they even preferred the AI version. That was surprising, and it shows that if the model is trained narrowly and well, it can do some impressive things. Still, when it comes to capturing nuance, I think AI often falls short. That’s why I believe in adding your own layer. If you know your audience, if you understand the message you want to convey, you’re better off starting with AI but shaping the output with your own input. On platforms like [LinkedIn](https://www.linkedin.com/company/cmo-alliance/), for instance, I see a lot of people using AI tools to post. That’s fine, especially for broad or low-stakes content. But if you really want to build a [brand](https://www.cmoalliance.com/which-comes-first-the-brand-or-the-product/), or write something with impact, it’s better to stay involved in the process. It really depends on your intent. If you’re just sharing something general, AI can help you get it out quickly. But if you’re aiming for authenticity or emotional resonance, nothing beats a human voice. ## **What about Generative AI for marketing campaigns?** The answer is it depends. I’ve seen quite a few campaigns lately (especially on TV) that seem obviously AI-generated. You notice small things, like the way people move or speak, that signal it's not quite real. And when that happens, I can't help but feel like it's the shortcut version of what could’ve been a great creative piece. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/06/ai-and-human-creativity-chart.png) Don’t get me wrong! AI can support some parts of a campaign really well. But when the whole thing leans too hard on [automation](https://www.cmoalliance.com/ai-transforming-enterprise-workflows/), it starts to feel cheap. You lose the nuance that comes from working with actual creatives—animators, copywriters, actors—who understand the emotional layer brands are trying to convey. There are positive examples, though. I remember a few years back, around the Super Bowl, some brands experimented with AI-generated ad copy and ideas. They asked tools to come up with taglines, scripts, even concepts for how to pitch their products. The results were hilarious. Sometimes they hit, sometimes they missed entirely, but at least those campaigns embraced the weirdness of it all. Today, I think audiences are more aware of when AI is being used, and they expect more. If you go that route, it has to be done really well. Otherwise, it feels like you’re cutting corners. My take is simple: use AI as an assistant, not a replacement. Let it help with frameworks, research, or variations on [messaging](https://www.cmoalliance.com/more-than-just-talking-messaging-and-positioning/), but don’t let it do the whole job. ## **GenAI can fail, and terribly.** We’ve all seen examples of AI getting it wrong in product demos. Even companies like Google, who launched AI Overviews for search, had demos that showed incorrect information. Something as basic as the time or location of an event was displayed wrong. Mistakes like that show why it’s important to double-check what AI produces. You still need to be the editor. The human in the loop. Because when it goes off track, it can damage trust very quickly. But there’s an even darker side to it, too. There have been more serious cases in the news—like one involving a student who used an AI chatbot and was told, “You are not needed.” That’s not just a tech fail. That’s dangerous. If a message like that reaches someone who’s vulnerable, it can have real consequences. And unfortunately, we’ve already seen that happen. Some people have been harmed by the output of AI systems that were supposed to be harmless or helpful. [Dark social: Tracking and leveraging private sharingDark social is all about the content that can’t be tracked by analytics tools since it’s shared in private spaces, from SMS to messaging apps.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--182.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Doodles-1.png)](https://www.cmoalliance.com/dark-social-tracking-and-leveraging-private-sharing/) ### **It raises the question: who’s responsible when something like that happens?** Is it the company that built the model? The user who prompted it? Right now, the boundaries aren’t clear. But we need them to be. So, where does the responsibility lie? I believe it starts with the developers. They’re the ones who understand how the models work: what data they’ve been trained on, what algorithms are in play, how the output is shaped. But even then, large language models operate like a black box. There’s a lot going on behind the scenes that we can’t fully trace or explain. At the very least, tech companies need to be transparent about what their systems can and can’t do. They should be building in safety mechanisms, running tests, and making sure there are clear guardrails. If something potentially harmful is about to be generated, the model should know to stop. It’s not enough to say “use at your own risk.” Companies have a role to play in educating users, too. When OpenAI dissolved its safety team, that sent the wrong signal. We need more people thinking about safety, not fewer. At the same time, governments and regulators also need to step in. If you want to launch a model in a specific country, you should meet certain standards. You should have to show that you’ve done the work to make it safe. And finally, as users, we all have a part to play. We need to approach these tools with critical thinking. We can’t assume that just because a response sounds confident, it’s correct. So really, it’s a shared responsibility. Developers, regulators, and users all need to be involved. But the burden starts at the top, with the people building these systems. ## **What gives me hope (and what still worries me)** Looking ahead, there’s a lot that excites me about AI. As a product marketer, I’m naturally curious about how new tools can solve real problems. Not just in media and publishing, but across industries. I think we’ll continue to discover smart, helpful ways to integrate AI into workflows. Used properly, it really can make our lives easier. But I’m also concerned about where things might go if we don’t put up the right boundaries. If we rush toward AGI without regulations in place, we could lose control of the narrative entirely. That’s why I hope we start seeing more government involvement, more cross-industry guidelines, and more public discussion. We need to get ahead of the risks while we still can. ## **Final thoughts: Test it, but stay critical** Here’s my advice: don’t be afraid to try AI. Just be smart about how you use it. The only way to get comfortable is by experimenting. Use it to write a bedtime story for your kid with their name and favorite characters. Let it help you with emails or summaries. Explore its capabilities in your day-to-day life. The more you use it, the better you understand its strengths—and its limits. But always, always bring your own judgment into the mix. AI can be powerful, but it’s not perfect. So test it, enjoy it, but stay aware. That’s the balance we need to strike. --- *Download Webflow's* [*Driving marketing team efficiency with AI ebook*](https://www.cmoalliance.com/driving-marketing-team-efficiency-with-ai-ebook/) *to streamline complex processes and eliminate roadblocks using AI without missing out on creativity.* [Driving marketing team efficiency with AI eBookDiscover how to drive marketing team efficiency with AI in this free ebook from Webflow. Learn how top marketers streamline workflows, boost speed, and increase ROI.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--183.png)CMO AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Driving-marketing-team-efficiency---with-AI-eBook-1-1.png)](https://www.cmoalliance.com/driving-marketing-team-efficiency-with-ai-ebook/) ### CMO Summit New York, 2024 | OnDemand URL: https://www.cmoalliance.com/cmo-summit-new-york-2024-ondemand-3/ Last updated: 2025-07-14T14:29:37.000Z Catch up with all the action from CMO Summit New York 2024. Discover best practices and take away proven tactics from marketing experts from the likes of FIS, Capgemini, Pfizer & more. _This post is for paying subscribers only._ ### CMO Summit | Online, September 2024 URL: https://www.cmoalliance.com/cmo-summit-online-september-2024/ Last updated: 2025-07-14T14:22:19.000Z Stay up-to-date with the latest innovations and take advantage of this unique opportunity to connect with your marketing peers on a global scale. Hear from industry titans such as Nokia, S&P Global, American Bar Association & more. _This post is for paying subscribers only._ ### CMO Summit | London 2024 URL: https://www.cmoalliance.com/cmo-summit-london-2024-2/ Last updated: 2025-07-14T14:04:31.000Z Catch up with all the action from CMO Summit London 2024. Discover best practices and take away proven tactics from marketing experts from the likes of S&P Global, Pleo, Hitachi & more. _This post is for paying subscribers only._ ### CMO Summit | New York 2025 OnDemand URL: https://www.cmoalliance.com/cmo-summit-new-york-2025-ondemand/ Last updated: 2025-07-14T13:48:42.000Z Catch up with all the action from CMO Summit NYC 2025. Discover best practices and take away proven tactics from marketing experts from the likes of TIME, Playboy, UNICEF & more. _This post is for paying subscribers only._ ### CMO Summit | Silicon Valley 2025 OnDemand URL: https://www.cmoalliance.com/cmo-summit-silicon-valley-2025-ondemand-2/ Last updated: 2025-09-16T11:26:25.000Z Catch up with all the action from CMO Summit Silicon Valley 2025. Discover best practices and take away proven tactics from marketing experts from the likes of JP Morgan, Intrepid Travel, Hitachi & more. _This post is for paying subscribers only._ ### Brand health & awareness dashboard URL: https://www.cmoalliance.com/brand-health-awareness-dashboard-framework/ Last updated: 2025-09-16T10:36:06.000Z ### What is the brand health & awareness dashboard? The brand health & awareness dashboard is a specially-designed framework that helps CMOs and marketing leaders track the visibility and credibility of their brand over time. The dashboard consolidates the most important brand metrics (from share of voice to sentiment to engagement) into a single, easy-to-read view. Instead of juggling disconnected reports, you’ll have a clear picture of how your brand is performing and how it’s evolving against competitors. ## Get your brand health & awareness dashboard ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/09/brand-health.png) [Brand health & awareness dashboardBrand health & awareness dashboard.xlsx112 KBdownload-circle](https://www.cmoalliance.com/content/files/2025/09/Brand-health---awareness-dashboard.xlsx "Download") [Brand health & awareness dashboard![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/spreadsheets_2023q4-3.ico)Google Docs![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AHkbwyJfsGPiaxFxHEXt3YaTNbRd3VCTf_hXZRnCho1PtYYrSWzBrcyQJVOKgejLrs-ziTY4k5muAx1p70mtOflqRYgdZqaa4bj1yhxjg-uaYJwyYlLB-9zO-w1200-h630-p)](https://docs.google.com/spreadsheets/d/13dEifQnQHEG1I4IG3pmCyvnsV745q3WTrElxSrwMzIo/edit?usp=sharing) _This post is for subscribers on the Exec+ membership tier only._ ### Your guide on how to become a fractional CMO URL: https://www.cmoalliance.com/your-guide-on-how-to-become-a-fractional-cmo/ Last updated: 2025-07-11T16:01:45.000Z Companies, especially startups and small to mid-sized businesses, are always on the lookout for smart ways to get senior-level expertise without the full-time cost. That's where the [fractional CMO](https://www.cmoalliance.com/the-ultimate-guide-to-hiring-a-fractional-cmo/) comes in. If you're a seasoned marketing leader who’s looking to shake things up, take control of your schedule, and work with a variety of companies, you're probably wondering how to become a [fractional CMO](https://www.cmoalliance.com/fractional-cmo-roles-benefits-and-challenges/). ## **What is a fractional CMO?** A fractional CMO is a [highly experienced marketing executive](https://www.cmoalliance.com/fractional-cmo-a-viable-side-hustle/) who works part-time or on a contract basis with multiple companies at once. They don’t commit to one employer full-time but, instead, bring their strategic expertise to several clients, often startups or SMEs who might not need a full-time CMO. ![traditional vs fractional CMO](https://lh7-rt.googleusercontent.com/docsz/AD_4nXfXnAd0EdlbgD_QHL3faLPuuMIRD2sZJCauOhLRffV_ZT5YR7ZGl21p_ZH_ecJZB6qF1b92kgEkYUruuJqW9P68hz8fe6AfY08syfaT7A5kBaZbzspSX9slPj4n-q3lyYjH5NOTbw?key=bjSFTDDE34c-AqQHGagDxg) ## **Why are fractional CMOs in demand?** A [Chief Outsiders survey](https://www.chiefoutsiders.com/hubfs/2023%20CMO%20Survey%20Results%5Fr1.pdf?%5Fga=2.136900147.2081511388.1692493282-1931368805.1692493282) found that “attitudes are becoming more positive towards fractional CMOs as 73% of respondents said that fractional CMOs are becoming ever more accepted by the C-suite.” After all, companies want access to senior talent without having to pay a six-figure salary. Fractional CMOs solve that problem. As a fractional CMO, you’ll guide brand strategy, lead [marketing teams](https://www.cmoalliance.com/how-are-cmos-structuring-their-teams-in-2025/), manage agency relations, and [drive growth](https://www.cmoalliance.com/driving-sustainable-revenue-growth-in-marketing-video/) (in fact, according to Harvard Business Review research, orgs engaging fractional CMOs saw [29% revenue growth](https://corridorbusiness.com/driving-strategic-growth-for-your-company-with-a-fractional-cmo/), compared to 19% for companies without them) – all on your flexible terms. Because orgs are becoming leaner but still want results, this role is becoming more and more popular. Beyond their cost-effectiveness, fractional CMOs can also deliver immediate impact, since they’re ready to hit the ground running and don’t need months of onboarding. They’re also sought after during periods of transition for companies, such as growth, restructuring, and funding, where temporary leadership is required – as a fractional CMO, you’d guide the company while it searches for a permanent hire or [builds out a marketing team](https://www.cmoalliance.com/building-marketing-teams-in-the-age-of-ai/). The role also implies vast experience across industries. Fractional CMOs tend to work with many different people and in different markets, so they’ll bring with them experience that’s difficult to replicate. ## **Skills needed to become a fractional CMO** > *“There is no longer a full-stack CMO. Some are great at Lead Gen, others at Brand Strategy, but there's no CMO who's absolutely great at all the elements of marketing today. There are times when a company who's really, really strong in one area needs expertise in a different area.* > *“But do they hire another vice president of marketing just for that work? Or can they bring in someone who has that passion and they get to do the part that they love, while they are only paying for that highest value element.” –* [***Art Saxby***](https://www.forbes.com/sites/daveknox/2020/05/14/why-fractional-marketing-leaders-are-increasingly-attractive-to-companies/)***, CEO of Chief Outsiders*** Not everyone is cut out to be a fractional CMO. To succeed in this role, you need more than a resume full of marketing campaigns and job titles. It’s crucial to think like a business leader, not just a marketer. Strong candidates typically have 10+ years of experience, ideally at the director or VP level or above. They tend to be fluent in go-to-market strategy, customer segmentation, demand generation, [brand building](https://www.cmoalliance.com/how-to-create-brand-narratives-that-resonate-with-your-audience-2/), product marketing, team leadership, budgeting, and analytics. You don’t have to execute all of these things, but you should know how to do them in order to lead the teams who do. But beyond the skillset, you also need the mindset. Fractional work means you have to manage your own pipeline, juggle multiple clients, set boundaries, and build your own reputation. So, some of the skills you need to become a fractional CMO include: ### **Strategic thinking** It goes without saying that a fractional CMO should be a strategic leader, since they’re not just executing campaigns, but also setting the marketing vision. This means you should be able to: - Position the brand in the market - Create powerful go-to-market strategies - Know how to allocate resources effectively For example, if the startup you work for wants to rework their [brand strategy](https://www.cmoalliance.com/b2b-brand-strategy-key-tactics-to-revive-and-re-evaluate-it-2/), you may have to assess their ICP, refine their messaging, and look at [demand generation](https://www.cmoalliance.com/10-strategies-to-drive-demand-generation-despite-budget-cuts/) channels. ### **Analytical skills** Great fractional CMOs don’t just follow a feeling or go with their gut – they look at [metrics](https://www.cmoalliance.com/how-to-get-more-from-brand-marketing-analytics/) and data to guide their decisions. So, you must be able to, among other things: - Analyze funnels to understand where leads are dropping off and why - Study the performance of your channels, such as calculating ROI from paid social vs email - Know how to attribute traffic and sales (there are [many tools you can use for that](https://www.cmoalliance.com/best-ai-powered-marketing-attribution-tools/)) For instance, if your customer acquisition cost is too high, you might have to cut inefficiency and spend, and double down on other strategies. ### **Cross-functional leadership** As a fractional CMO, you must have great communication skills, as well as the ability to [align marketing with other teams, including sales](https://www.cmoalliance.com/sales-and-marketing-alignment-boosts-revenue-generation/). It’s important you: - [Collaborate](https://www.cmoalliance.com/cmo-cfo-collaboration/) with sales leaders to ensure marketing-qualified leads turn into revenue - Work with product to shape messaging around features that people actually care about - Present data and plans to CEOs and other stakeholders So, if you identify that sales isn’t using updated pitch decks, it’s your job to develop enablement assets and train the team so that conversion rates go up. [Steps to implement your very own thought leadership strategyYou don’t need to be famous, loud, or constantly posting to become a thought leader.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--176.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Steps-to-implement-your-very-own-thought-leadership-strategy-3.png)](https://www.cmoalliance.com/10-steps-to-implement-your-very-own-thought-leadership-strategy/) ### **Channel expertise** Fractional CMOs are expected to bring real marketing depth, which means knowing how to choose and optimize the right channels. For B2B, this means content marketing, ABM, LinkedIn ads, email, etc., and for B2C, it means paid media, [influencer campaigns](https://www.cmoalliance.com/evolving-influencer-marketing/), user-generated content, and more. For example, imagine one of the companies you work with is [relying too heavily on paid ads](https://www.cmoalliance.com/shocking-divide-between-media-strategy-and-execution/) – you might recommend building a scalable organic content strategy to reduce customer acquisition cost over time instead. ### **Adaptability** Another obvious skill, but it should still be mentioned as you’ll be required to juggle multiple clients at once who have different products, audiences, growth goals, team dynamics, etc. Flexibility is a must, so you’ll have to: - Onboard quickly and start adding value in week one - Prioritize your time since you won’t have 40 hours a week per client - Be able to switch from [ecommerce](https://www.cmoalliance.com/practical-use-of-ai-for-creating-new-marketing-and-e-commerce-content/) in the morning to B2B in the afternoon After all, one org might need strategic planning while another might want you to fix their lead gen funnel, so you must be able to switch hats very quickly. [Adaptability, resilience, and the value of diverse experienceAdaptability and resilience are key to CMO success. Learn how Paula Catoira leveraged her cross-functional experience to become a great marketing leader.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--180.png)CMO AlliancePaula Catoira![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/diverse-experience-2--1--1-1.png)](https://www.cmoalliance.com/adaptability-resilience-and-the-value-of-diverse-experience/) ### **Hands-on execution** While you’ll mainly be leading people and setting strategy, you may also have to do things like: - Writing [marketing emails](https://www.cmoalliance.com/dark-social-tracking-and-leveraging-private-sharing/) and landing page copy - Building CRM workflows and segmentation logic - Setting up paid campaigns and managing freelancers Imagine one of your clients had their only marketer quit – until they find a replacement, you have to step up to keep campaigns running and onboard the [new hire](https://www.cmoalliance.com/7-diversity-recruiting-best-practices-for-cmos/). ### **Client management** Because fractional CMOs often work as consultants, you need strong freelance business skills, as mentioned. This means: - Being able to write clear scopes of work and proposals - Bring upfront about what can be achieved with the client’s time and [budget](https://www.cmoalliance.com/where-are-marketing-budgets-being-spent/) - Manage referrals and renewals For example, if a client requests weekly reporting and daily meetings, this would take up all of your time. So, you must be able to renegotiate terms and set expectations in a professional manner. ## **How to become a fractional CMO** If you’re ready to make the leap, here’s a breakdown on how to become a fractional CMO, one actionable step at a time. ### **1\. Have deep marketing expertise** Without a strong foundation, it's hard for you, as a fractional CMO, to ask for premium rates or land strategic roles. This means you should have worked on multiple functions, from [brand marketing](https://www.cmoalliance.com/how-to-create-brand-narratives-that-resonate-with-your-audience-2/) and [demand generation](https://www.cmoalliance.com/brand-vs-demand-the-cmo-priority/) to [content marketing](https://www.cmoalliance.com/content-driven-advertising/) and [performance](https://www.cmoalliance.com/game-plan-for-the-end-of-third-party-cookies/). Titles like Head of Marketing, Marketing Director, or CMO show you can lead strategy, not just execute – and you should have led or be able to lead GTM launches, [rebranding](https://www.cmoalliance.com/rebranding-gone-right-how-to-retain-legacy-customers-while-attracting-new-ones/) efforts, and scaling. ### **2\. Clarify your value proposition** First, figure out what kind of fractional CMO you want to be. What are your strengths? What industries or [company stages](https://www.cmoalliance.com/the-best-competitive-strategy-for-each-stage-in-the-business-lifecycle/) do you know best? Do you specialize in [B2B SaaS](https://www.cmoalliance.com/we-need-to-talk-about-start-up-branding/), ecommerce, fintech, or consumer brands? Are you great at building marketing functions from scratch or fixing what’s broken? You’re not just offering “marketing help”, you’re selling a solution. That means your positioning is everything. And your messaging needs to be clear, bold, and specific. Instead of saying “I help companies grow,” say something like “I help Series A SaaS startups build scalable marketing functions and hit their next funding milestone”. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXd-oGdm4BYCTrBgKKsoAhd0B7eEKwVuCPGYR0OKKyRReQm5CPftmFWqFvMhaigIu6ofe43f2IarpKfYe77Tjvufhq1TY7FhwD00qOfPpnLegklPj7kUu8eet-rsqNdio19HeqbArw?key=bjSFTDDE34c-AqQHGagDxg) [Source](https://www.goodreads.com/quotes/6532614-your-customers-are-the-judge-jury-and-executioner-of-your) ### **3\. Create your offer** Clients don’t want confusion, so make it as easy for them as possible to see what you’re offering – focus on what they’re going to get from you and how much it’ll cost them. So, define your delivery model: - Retainer (e.g., 10-20 hrs/week for $5k-$15k/month) - Paid by project (e.g., $10,000-$50,000) - Hourly rate (e.g., $200-$500 per hour) - Equity plus cash (e.g., $3,000-$8,000/month + 0.25%-1.5% equity) Many successful contractors go with monthly retainers, since this provides predictable income and helps build deeper client relationships. You can also consider a tiered offering. For example, a “starter” package for earlier-stage companies (e.g., 10 hours a month of strategic oversight) and “growth” package for more support (such as leading the whole marketing function part-time). ****Remember:** You’re not charging for your time, you’re charging for results. Create a one-pager you can share with potential clients that outlines your services, scope, pricing, and process. ### **4\. Build your personal brand** You’re selling expertise and trust, so people need to believe in you before they buy your services. So, you should have a visible online presence that backs up your expertise and drives leads. For example, you can build a brand on [LinkedIn](https://www.linkedin.com/company/cmo-alliance/) by posting 2x or 3x times a week (your insights, lessons learned, frameworks, hot takes), engage with company founders and marketers in your niche, and keep your profile updated to reflect your fractional role. Of course, make sure you also have a landing page or portfolio with what you do, testimonials, and contact – and, if possible, add case studies with real results and metrics. Thought leadership is also important, so write articles, guest on podcasts, and speak at [industry events](https://www.cmoalliance.com/events/). [Steps to implement your very own thought leadership strategyYou don’t need to be famous, loud, or constantly posting to become a thought leader.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--177.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Steps-to-implement-your-very-own-thought-leadership-strategy-4.png)](https://www.cmoalliance.com/10-steps-to-implement-your-very-own-thought-leadership-strategy/) ### **5\. Start getting clients** Landing your first few clients should be your next step, so **activate your network** by reaching out personally to people you know (former coworkers, founders, investors), letting them know you’re taking on clients, and asking them to refer you or share your posts. You can also do **direct outreach** by messaging people on LinkedIn or emailing startups that you notice have poor/underperforming marketing. [Personalize](https://www.cmoalliance.com/personalizations-power-in-modern-advertising/) every message by mentioning people’s company state or product. Join founder communities where your clients hang out – [Slack groups](https://www.cmoalliance.com/join-the-community/), early-stage accelerators, [Substacks](https://substack.com/home-i), [BlueSky](https://bsky.app/), etc. And you can also **join platforms** that help you connect to clients, such as [MarketerHire](https://marketerhire.com/) and [Toptal](https://www.toptal.com/marketing). ### **6\. Set up systems** As a fractional CMO, you’re your own ops team. So, having a system in place keeps you organized and stops you from burning out. This means setting up: - A client onboarding process (kickoff call template, intake form for goals and metrics). - A proposal and contract template (defining scope, responsibilities, billing, and exit terms). - Time tracking and reporting (tools like [Clockify](https://clockify.me/) to help you log hours and monthly check-in decks). - Branded documentation and platforms like [Calendly](https://calendly.com/) to help you organise your appointments. The point of this is to have a repeatable process for onboarding and delivering results. ### **7\. Focus on high-impact work, not task management** As a fractional CMO, your role usually doesn’t involve running paid social campaigns or writing landing page copy, apart from circumstances we already mentioned. You’re not the executor, you’re the strategist. You set direction, make key decisions, build frameworks, and drive growth – then you guide in-house teams or agencies to execute. Focus on this instead of spending your time doing work better suited for a [marketing manager](https://www.cmoalliance.com/transition-from-marketing-manager-to-marketing-director/). Stay strategic: market positioning, demand generation planning, budget allocation, team structure, and brand architecture. That’s where your impact and your price tag come from. [It’s 2025\. Stop playing defense as a CMOIn this insightful article, Asaf Rothem, VP of Marketing at Investing.com, explores the evolving role of marketing leaders amidst rapid change and AI advancements.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--178.png)CMO AllianceAsaf Rothem![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/no-defense--1-.png)](https://www.cmoalliance.com/its-2025-stop-being-too-company-friendly-as-a-cmo-2/) ### **8\. Learn to say no** One of the hardest parts about going fractional is turning down work, but this is crucial. You’re not an agency or a freelancer chasing volume, as your goal is to work deeply and effectively with a few great clients who pay well (not everyone with a marketing problem and a budget). If a client doesn’t respect your time, scope, or expertise, walk away. If the fit’s not right, say so without guilt. Protecting your time and focus lets you deliver real results and build a reputation that drives referrals and repeat business. ### **9\. Optimize and scale** Once you’re booked, you want to work smarter, so audit your services quarterly: - How many hours you’re willing to work - The revenue you want to get per client - Raise rates for new clients - Document your frameworks and reuse them across clients - Build a referral pipeline (ask for intros from happy clients) You should also keep evolving. After all, marketing moves fast, algorithms change, AI shakes things up… So, invest in [**continuous learning**](https://certified.cmoalliance.io/p/storytelling-certified-masters), read industry [newsletters](https://www.cmoalliance.com/subscribe-to-cmo-insider/), listen to marketing podcasts, attend events, and, above all, stay close to the problems your clients are facing. ## **Mistakes to avoid when starting as a fractional CMO** Some of the most common mistakes people make when starting out as a fractional CMO include: - **Underpricing your work**. You’re not just a freelancer, you’re a C-level operator. - **Overselling execution**. Make sure you can deliver on what you offer and stay focused on high-level impact. - **Saying yes to every opportunity**. That will lead to burnout or damage your reputation. - **Jumping in without clear scope**. Don’t try to do everything; set boundaries early, and clarify your KPIs and responsibilities in writing. - **Not tracking or documenting results**. You should always do this, whether it’s revenue growth, customer acquisition cost reduction, or improved brand metrics. Both your current and future customers want proof of what you can achieve. - **Neglecting alignment with founders**. Don’t drive [marketing strategies](https://www.cmoalliance.com/content-driven-advertising/) that aren’t synched with the vision leadership has. Schedule weekly or biweekly check-ins with them to ensure you’re on the right track and tie your marketing recommendations to business outcomes. - **Trying to scale too fast**. Avoid introducing tools or strategies the company isn't ready for by prioritizing foundational work and asking yourself: “What does the company need now, not 6 months from now?” - **Forgetting to market yourself**. Don’t focus so much on your clients that you neglect your personal brand. Keep on sharing your learning, behind-the-scenes moments, documenting wins, and building a repeatable referral system. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXfWNVQpmKWggOkjX1PVd_lcjDCDjsx4vfu0VSyY74OT02IWdn1-yF5soO7ZYHahSZaioRhollj7WlRd2LXLcMfdu1UAV06Nc5AlJK5Xdn6rvgG5qwSld54eoIQkfpfusD0GYrf13Q?key=bjSFTDDE34c-AqQHGagDxg) ## **In short** Becoming a fractional gives you freedom, control, variety, and the chance to make a bigger impact across multiple businesses. So, if you’re ready to lead from the front, help founders build, and earn on your own terms, now’s the time. --- *Join our* [*Slack channel*](https://www.cmoalliance.com/join-the-community/) *to connect with top-level marketers, from traditional CMOs, managers and directors to fractional CMOs and everything in between.* [Community | CMO AllianceReady to connect with CMOs and top-level marketing executives all over the world? Join our community for an exclusive space for CMOs to network, share experiences and insights, and seek advice directly from other CMOs.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--179.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Meta_Image_Template-2-12.png)](https://www.cmoalliance.com/join-the-community/%C2%A0) ### How to build a marketing mix that drives results URL: https://www.cmoalliance.com/how-to-build-a-marketing-mix-that-drives-results/ Last updated: 2025-08-26T11:08:31.000Z My name is Aaron Cullers, and until recently, I was the Senior Director of ABM and Vertical Marketing at UL Solutions, a product testing and safety organization. While I was with UL, I led a global team of around 65 marketers. Each year, we executed up to 300 programs, also known as campaigns. These included everything from [trade shows](https://www.cmoalliance.com/whats-the-roi-on-experiential-marketing/) to [email marketing](https://www.cmoalliance.com/boosting-your-email-conversion-rates/) campaigns and a litany of other activities – way more than anyone should put on a yearly to-do list, let alone spend money on! One of the reasons I moved away from being a marketing practitioner was the kind of questions I kept getting. People would ask things like, “Hey Aaron, when are we going to use better-converting channels for our programs?” As if there was some kind of velvet rope with all these secret magic channels behind it, just waiting to deliver perfect conversions. But the truth is, there are no magic [channels](https://www.cmoalliance.com/the-channel-marketing-challenge-5-things-to-know-video/).So, how do you figure out which ones might work for your organization? And how do you ensure you get the most out of each and every channel? That’s what I’m going to help you with in this article. ## Choosing the right channels to engage your audience Once upon a time, I was a Forrester Consultant – and if you know anything about Forrester folks, it’s that we love a good framework. However, before you dive into frameworks, you need to have a common-sense conversation with yourself and your team. What can you realistically execute? Whether it’s a matter of [budget](https://www.cmoalliance.com/where-are-marketing-budgets-being-spent/), time, expertise, or systems requirements, you’ve got to be honest about your capabilities. Sometimes, there are just things you shouldn’t attempt. You also need to think about what might actually work in the market. What are [your target audiences](https://www.revenuemarketingalliance.com/what-is-targeting-in-marketing/)’ preferences? What platforms do they engage with? What stage are they at in their buyer journey? What kind of knowledge are they seeking? In short, you have to balance two things: **internal constraints** and **external needs**. To help you understand which channels best serve both your internal and external needs, I’ve created a simple grid that I like to call the “**common sense test**”. It’s a way to analyze all the tactical options you have. Let me walk you through how to use it. ### Step one: List all your options You start by listing out everything you *could* do, whether it’s launching a [podcast](https://www.cmoalliance.com/tag/podcasts/), spending money on retargeting or paid search, or even teleprospecting. List all the channels and tactics you can think of – this is your ideal, perfect-universe scenario. [![A marketing mix selection chart titled 'How do you pick channels for a marketing mix?' with a list of marketing channels such as live events, text, LinkedIn, social, chat, podcasts, paid search, and others on the left. The top row includes categories for evaluation, such as goals defined, budget available, data needs met, system needs met, tracking, skills, persona defined, preferences met, engagement points, behaviors match, buying stage match, and inflection points match. The chart contains check marks in the 'Goals Defined' column for each marketing channel.](https://lh7-rt.googleusercontent.com/docsz/AD_4nXfcBOAb5c7Gk3WYnnacgGZlv_czkqjQAS2HqR0jxJi3NgpQ3ovUUAlEHzVzwJUrwDJLvVhfS98-gqIF6OK0tfJ1NEjXsklmiiaZbYvxZqSgj8Ci0AaqRgLARxqpnGi8TFD2_WKIcw?key=kj4NNP7g-KNwGOqvP1GBQA)](https://www.cmoalliance.com/how-to-build-a-marketing-mix-that-drives-results) Then, before you go any further, make sure that a goal has been set for each of these potential tactics. If someone comes to you asking for, say, a whitepaper and they haven’t laid out a goal, tell them to get out of your office. If there’s no reason or strategy behind the request, it’s not even worth having the conversation. Now, assuming you *do* have goals, you can move onto the next step. ### Step two: Check your capabilities and constraints The next thing you need to ask yourself is, “Do I have the budget available?” If, for example, you don’t have the budget for [paid search](https://www.revenuemarketingalliance.com/how-ai-is-changing-paid-search/), take it off the table. You’ll also need to look at data requirements. Do you have the [data capture](https://www.cmoalliance.com/harnessing-influencer-marketing-to-capture-first-party-data/) capabilities you need? For example, can you easily and legally get hold of prospects’ phone numbers? Do you have the necessary opt-ins for texting, especially given [today’s data privacy regulations](https://www.cmoalliance.com/building-brand-trust-in-a-new-era-of-data-privacy/)? If not, then texting gets removed from the list too. Next, you need to interrogate whether you can fulfill the system needs for each channel, and check if you have (or can get) the necessary tracking in place. Don’t forget about the skills of your team. Let’s say you don’t have anyone with teleprospecting experience – strike that tactic off the list so you can focus on the channels that you can use without needing to hire new resources. ### Step three: Keep refining based on experience As you continue this process, you should whittle down your options based on your knowledge and experience of what works. For instance, maybe you’ve tried retargeting before, and it didn’t work – get rid of it. [![The same chart as above, but with several channels ruled out on the basis of budget, data needs, and various other criteria](https://lh7-rt.googleusercontent.com/docsz/AD_4nXemwpPF8XfOXifRUd6nTynfR2UB5Nv9NvC3qw-evR3cb9ztBhiRMIsD-4xhJvpBFZGqsvxH7vwEDmpMB1ssC2V8to1Q4QsqJJ4SRYfHiMlW1goqJTm4DGuNo7as8CYUKvZtiIjc3w?key=kj4NNP7g-KNwGOqvP1GBQA)](https://www.cmoalliance.com/how-to-build-a-marketing-mix-that-drives-results) _This post is for paying subscribers only._ ### AI in marketing: Strategy, trust & revenue impact [Video] URL: https://www.cmoalliance.com/ai-in-marketing-strategy-trust-revenue-impact-video/ Last updated: 2025-07-10T06:41:29.000Z --- --- ### Bridging the gap between brand and demand: The strategic imperative for B2B CMOs in 2025 URL: https://www.cmoalliance.com/brand-vs-demand-the-cmo-priority/ Last updated: 2025-07-09T07:54:03.000Z Is your marketing setting your company up for [long-term success](https://www.cmoalliance.com/the-secret-to-successful-long-term-marketing-plans/) or just helping you hit next quarter’s MQL goals? This is the existential question facing every modern CMO. And in 2025, the stakes are higher than ever. With [buyer behavior](https://www.cmoalliance.com/the-social-causes-that-most-influence-us-consumer-purchase-decisions/) evolving and digital noise at an all-time high, the challenge isn’t just capturing demand—it’s creating it. It’s not just building [awareness](https://www.cmoalliance.com/the-cmos-guide-to-brand-awareness/)—it’s building preference and trust that translates into pipeline, loyalty and long-term revenue. Yet, too often, [brand and demand](https://www.cmoalliance.com/brand-and-marketing-the-ultimate-power-couple/) are still managed in silos. One is seen as the long game, the other as the performance engine. But this separation is outdated—and increasingly dangerous. ## **The new buyer reality** Today's B2B buyer doesn't want to be “sold”. According to a [study by Uswitch](https://www.bbc.co.uk/news/articles/crgklk3p70yo), nearly 70% of 18–34 year-olds (a growing segment of B2B decision-makers) prefer text over phone calls—and nearly a quarter never answer unknown numbers at all. This reinforces what Gartner’s research has made clear: buyers spend only 17% of their purchase [journey](https://www.cmoalliance.com/story-masters-3-the-characters-in-your-brand-stories/) talking to potential suppliers. The rest is done independently, online and with peers. This means your brand isn’t just a “nice to have”—it’s your silent salesperson. The majority of the buying journey happens in spaces where demand capture tactics can’t reach. And yet, Forrester’s [2025 report on B2B marketing measurement](https://www.forrester.com/report/the-state-of-b2b-marketing-measurement/RES182034) shows that 40% of marketing budgets are still disproportionately skewed toward short-term lead generation, often driven by pressure from the C-suite or investors. [Brand and marketing: The ultimate power coupleThe companies that bring brand and marketing together build lasting customer relationships that drive growth, advocacy, and revenue.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--171.png)CMO AllianceMaureen Plowman![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--24--1.png)](https://www.cmoalliance.com/brand-and-marketing-the-ultimate-power-couple/) ## **The SaaS short-term trap** If you're a CMO in a high-growth [SaaS environment](https://www.cmoalliance.com/the-case-for-brand-building-for-b2b-saas/), this will sound familiar: you raise funding, the pressure mounts, and the default response is to double down on paid media to drive MQLs. It works—until it doesn’t. - Acquisition costs climb - Pipeline quality declines - The growth engine stalls when ad spend slows This is the SaaS short-term trap. You're renting growth, not building it. ## **The data says: Balance is the differentiator** Recent industry surveys show a growing awareness of the need to integrate brand and demand: In a B2B marketing pulse survey, 39% of CMOs prioritized ROI (short-term), while 31% emphasized CLV and 30% chose Brand Awareness and CAC—highlighting near-equal weighting across the funnel. Forrester’s Value Balance Framework urges marketing leaders to track both immediate impact and long-term brand value to enable more strategic decisions. Google’s [Effectiveness Equation report](https://services.google.com/fh/files/misc/google%5Freport%5Fthe%5Feffectiveness%5Fequation.pdf) shows that combining emotional, brand-led creative with performance marketing improves ROI by up to 35% over time. Brand and demand aren’t competing priorities. When properly integrated, they multiply each other’s effectiveness. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/07/Screenshot-2025-07-09-at-08.52.16.png) [Source](https://www.marketingweek.com/b2b-marketers-short-long-goals/) ## **A practical framework to close the gap** The question is no longer “brand or demand?” The real challenge is: How do you connect the dots to [drive short-term results and build long-term value](https://www.cmoalliance.com/finding-balance-as-a-marketing-leader-between-short-and-long-term-goals/)? Here’s how leading CMOs are closing the gap: ### **1\. Optimize the full customer journey** SaaS marketers often over-invest in acquisition and under-invest in [onboarding](https://www.cmoalliance.com/appealing-to-early-adopters-through-experiential-marketing/) and adoption. Yet improving post-sale engagement reduces churn, increases LTV, and boosts word-of-mouth. Retention is a brand play, too. ### **2\. Work on thought leadership and SEO** To build trust, visibility and retention—invest in thought leadership and [SEO](https://www.cmoalliance.com/seo-how-to-bring-humans-and-search-bots-together/). According to B2B Marketing Week, **companies that prioritize SEO generate 2.5x higher-quality leads over the long term**. High-intent content, optimized for discovery, positions your brand as a credible guide throughout the buyer journey—long before they fill out a form. [6 steps to prepare for Google’s AI Mode revolutionGoogle’s AI Mode is transforming search. Learn the 6 key steps to optimize for query fan-out, passage-level citations, and AI search visibility.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--173.png)CMO AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--2--1.png)](https://www.cmoalliance.com/search-is-changing-google-ai-mode/) ### **3\. Use paid media to amplify brand, not just capture leads** If you choose to run ads, don’t just run them for direct signups. Use performance spend to promote high-value content—customer stories, market insights, executive POVs. Think brand-led [demand generation](https://www.cmoalliance.com/10-strategies-to-drive-demand-generation-despite-budget-cuts/). ### **4\. Align measurement with dual objectives** A key insight from Forrester’s [State of Marketing Measurement](https://www.forrester.com/report/the-state-of-b2b-marketing-measurement/RES182034): most B2B orgs still struggle to quantify brand ROI, often because they measure with performance-only lenses. As your business grows, so should the way you measure impact. Early-stage companies may focus heavily on acquisition [metrics](https://www.cmoalliance.com/how-to-get-more-from-brand-marketing-analytics/)—but maturing as a business requires a broader view. Continuously refine your marketing dashboard to capture both short-term performance and long-term brand value. Include metrics such as: - Brand awareness lift - Share of voice - Direct traffic growth - Organic lead volume - Retention and referral rates Tracking these indicators not only proves marketing’s strategic value—it ensures you're building a brand that lasts, not just a pipeline that performs. ### **5\. Reframe the C-Suite conversation** To get stakeholder buy-in, make the business case: Paid leads have a short shelf life. Organic brand-driven leads convert better and cost less over time. Brand equity reduces price sensitivity. Strong brands drive pricing power. Predictable growth comes from owned demand, not just rented attention. [Steps to implement your very own thought leadership strategyYou don’t need to be famous, loud, or constantly posting to become a thought leader.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--172.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Steps-to-implement-your-very-own-thought-leadership-strategy-2.png)](https://www.cmoalliance.com/10-steps-to-implement-your-very-own-thought-leadership-strategy/) ## **Lessons learned from top B2B CMOs** Top-performing [marketing teams](https://www.cmoalliance.com/how-cmos-should-get-their-teams-ready-for-growth/) are integrating brand and demand at every stage. They’re: - Running integrated campaigns where brand narrative fuels [conversion](https://www.cmoalliance.com/user-intent-the-true-secret-to-amazing-conversion-rates/) - Testing messaging not only for CTRs but for long-term positioning resonance - Building brand experiences through community and content - Aligning with finance to model out how brand contributes to margin, not just leads ## **The budget rule of thumb** While every company is different, a benchmark split backed by multiple industry analysts (including the IPA’s long-standing research) suggests: 60–70% to long-term brand-building; 30–40% to short-term performance marketing. This doesn’t mean slowing down your pipeline. It means building a pipeline that sustains itself—with lower CAC, stronger LTV, and higher NPS. [The power of predictive analytics​ for CMOsAI is making it easier for CMOs to use predictive analytics, and it’s fair to say that we’re moving towards a world where campaigns are optimized in real-time.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--174.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Doodles--35-.png)](https://www.cmoalliance.com/the-power-of-predictive-analytics-for-cmos/) ## **Final thought** The future of [B2B marketing](https://www.cmoalliance.com/we-need-to-talk-about-start-up-branding/) isn’t in choosing between brand and demand. It’s in closing the gap—and building a machine that drives both. Ask yourself: “Are you still renting growth—or are you building it?” Because in 2025, brand isn’t just a logo or a mission statement—it’s the differentiator that determines who gets chosen, who gets remembered and who gets funded. --- [*Get the 3-step framework*](https://www.cmoalliance.com/driving-marketing-team-efficiency-with-ai-ebook/)*, real-world use cases, and tools to overcome roadblocks and lead smarter, faster teams.* [Driving marketing team efficiency with AI eBookDiscover how to drive marketing team efficiency with AI in this free ebook from Webflow. Learn how top marketers streamline workflows, boost speed, and increase ROI.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--175.png)CMO AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Driving-marketing-team-efficiency---with-AI-eBook-1.png)](https://www.cmoalliance.com/driving-marketing-team-efficiency-with-ai-ebook/) ### Top 10 best AI-powered marketing attribution tools​ URL: https://www.cmoalliance.com/best-ai-powered-marketing-attribution-tools/ Last updated: 2025-07-07T11:30:59.000Z Between [TikTok](https://www.tiktok.com/@cmo.alliance) ads, SEO, email, and [influencer campaigns](https://www.youtube.com/watch?v=%5FQ8lhUCM9yM), figuring out what's actually driving revenue can feel like guesswork. That’s where **AI-powered marketing attribution tools** come into play. After all, they help you [measure](https://www.cmoalliance.com/the-cmos-guide-to-measurement-report/) and analyze complex customer journeys, as well as invest where it counts. ## **1\. Wicked Reports** [**Wicked Reports**](https://www.wickedreports.com/) is all about attributing revenue for direct-to-consumer companies. Whether you’re scaling paid media or even running a Shopify store, this tool might be helpful. It doesn’t just look at your current [revenue](https://www.cmoalliance.com/from-cost-center-to-revenue-powerhouse/). It can forecast it, too. Also, you can use it to connect initial ad clicks with lifetime purchases, which shows you the campaigns that are delivering on ROI. In addition, Wicked Reports also supports integrations with Google, [Facebook](https://www.facebook.com/alliance.cmo), and more, and includes “first click” and “time decay” models – ideal for identifying where top-of-funnel success starts. **Key features:** - AI-driven [predictive analytics](https://www.cmoalliance.com/the-power-of-predictive-analytics-for-cmos/) - Multi-channel attribution - Shopify and CRM integration - Cohort lifetime value tracking **Best for:** Direct-to-consumer, ecommerce, and high-volume media spenders. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXfokbhSUyxK3sn3rGzjVO_Le7YRQ2vNP6vBYVxuyE0b-tVJaAtPRO0f_SE_YYtH3UqTM7KglJ0v8KjJklWJC7bQCLdNm8HGwlIa3OBmpffDmjXD2uOrBrwfpNI4Xf9TpdTiSK33jQ?key=Go5e7ULVUxwMebZ9rZT-_A) ## **2\. Rockerbox** [**Rockerbox**](https://www.rockerbox.com/)is a multi-channel attribution tool that scales, built for marketing leaders managing campaigns across Google, over-the-top marketing, podcasts, email, and more – it captures both digital and offline activity. This AI-powered tool assigns value across every touchpoint and is capable of adapting to custom [attribution](https://www.cmoalliance.com/are-we-doing-b2b-marketing-attribution-all-wrong/) logic, like time-based decay or position-based models. The platform offers real-time views of spend and performance, letting you run "what-if" scenarios to test your [strategies](https://www.cmoalliance.com/b2b-brand-strategy-key-tactics-to-revive-and-re-evaluate-it-2/). **Key features:** - Offline and online touchpoint tracking - Real-time [marketing mix](https://www.cmoalliance.com/mta-mmm-and-next-generation-marketing-attribution/) modeling - Customizable AI attribution logic - Smart budgeting recommendations **Best for:** Omnichannel marketers and data-driven growth teams. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXcHhH7p0ohkhZUl_jss7D4stUUQD3H_cx5DXc5-MoCZOKZlLW0MO2zsPOP9ArbPUeAPULmz7hHbum2qeL7LVMZFRo55VV5deKEyvCWL0vCVJhwxd7YBWGeT868Cu-YkXcWa0StRrw?key=Go5e7ULVUxwMebZ9rZT-_A) ## **3\. Measured** Instead of giving every channel some credit like most multi-touch attribution platforms, [**Measured**](https://www.measured.com/)asks a question: “Did this campaign actually make a difference?” It’s an AI-powered incrementality testing tool that shows what would’ve happened without the campaign, removing a lot of the guesswork and the vanity [metrics](https://www.cmoalliance.com/how-to-get-more-from-brand-marketing-analytics/) from attribution. Measured works well for paid social, Amazon ads, and walled gardens where traditional multi-touch attribution falls short. **Key features:** - AI-driven incrementality experiments - Media mix modeling - Cross-channel reporting - Media plan optimizer **Best for:** Brands spending heavily on Meta, TikTok, Amazon, or [YouTube](https://www.youtube.com/@CMOAlliance). ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXcrWb_i1OBu-uCUqJEu91v1x_E_VVd2iavnnVqtcsTENjuFwf80l3HhHjzyj6ixhWnHz0JxNwnTTnzo2meB3m7EP4n0XM7voBGBkZXHILeaiLkfxEeWZYxkQ27CQCoePhXFGwZrtw?key=Go5e7ULVUxwMebZ9rZT-_A) ## **4\. Dreamdata** [**Dreamdata**](https://dreamdata.io/) is purpose-built for [B2B teams with long sales](https://www.cmoalliance.com/sales-and-marketing-alignment-boosts-revenue-generation/) cycles, since its AI maps the full journey – from first-touch to closed-won deals. It also ties each marketing asset to revenue. The tool connects with CRMs, ad platforms, web analytics, and customer success tools, so you’ll always know whether your blog posts, [LinkedIn](https://www.linkedin.com/company/cmo-alliance/) ads, or webinars really influenced your bottom line. **Key features:** - AI-powered journey mapping - Multi-touch B2B attribution - Pipeline and revenue tie-ins - Custom reporting and segmentation **Best for:** B2B SaaS, account-based marketing (ABM), and RevOps. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXe41L5WLmoE0xg0K8M65-V17mgACqKdNEwnDK9zzgs8vTKHDCaYNuuChHBbr7FiUYRHAYoH5fU1Z7azIDvUN4eYzWYBZoZayEwOPUQRoBRz-ZsjmPd0CPAifGQX_XttBoCNjljt?key=Go5e7ULVUxwMebZ9rZT-_A) ## **5\. Ruler Analytics** [**Ruler Analytics**](https://www.ruleranalytics.com/) is a great choice for lead generation teams that need to connect site behavior to revenue inside a CRM. It tracks anonymous visitors across multiple sessions and channels, then matches them to leads when they convert. Once in your CRM (e.g., Salesforce or HubSpot), the tool syncs revenue data back to the original source, allowing for real revenue [attribution](https://www.cmoalliance.com/rethinking-attribution-how-to-prove-marketing-roi-video/). Ruler Analytics can spot patterns and missed opportunities as well. **Key features:** - Multi-touch tracking for anonymous visitors - CRM revenue syncing - AI-based conversion journey analysis - Ideal for agencies and lead-gen businesses **Best for:** Agencies, B2B lead gen, small to mid-size [marketing teams](https://www.cmoalliance.com/driving-marketing-team-efficiency-with-ai-ebook/). ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXdmN2EbokU8YxC0RXixOhYubuw7GKydkAiOOHpuWAoLBV0Tv428zR_ej4jCQYmMBK2Nm-HbTRS6OvsCqq25xGLBvA0XuHVQEcevmsb5_eZAkIKB9NjCRo3zIVWsrMiEodD3wyJX?key=Go5e7ULVUxwMebZ9rZT-_A) ## **6\. Funnel** [**Funnel**](https://funnel.io/)is more of a data hub than a full attribution tool, but it’s often used in AI attribution, as it pulls data from hundreds of marketing sources and shows them as clean, structured outputs. With this foundation, you can run advanced AI models, including churn prediction, lifetime value forecasting, and, of course, attribution models. **Key features:** - Data normalization from 500+ sources - Advanced measurement with AI modeling - Supports machine learning workflows - High flexibility for advanced use cases **Best for:** Data-driven marketing ops and international brands. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXf3NeVwk8zDvucqWjeYKv7gxkQHTGQUYBmprsIIKki3Hj0vutZq4q3-fLZUoQBEUqOnEly5lPc9zlLFlwqE9NeT8F_iTlpzzA3HyZD1yXpQmV8LFl4WHDEtu2I_CU2Yon3Pydmn7A?key=Go5e7ULVUxwMebZ9rZT-_A) ## **7\. Northbeam** [**Northbeam**](https://www.northbeam.io/)has been popular in the Shopify and direct-to-consumer space. This is because it brings machine learning to marketing mix modeling, and helps [brands](https://www.cmoalliance.com/b2b-brand-strategy-key-tactics-to-revive-and-re-evaluate-it-2/) understand the true impact of each channel – even post iOS (meaning it can show you how well your marketing performs even after Apple introduced the privacy changes in iOS 14.5 and beyond). Northbeam assigns value based on the likelihood of conversion, and it’s particularly strong in areas like TikTok, Meta, and influencer campaigns. With native integrations to Shopify, Amazon, and email platforms, it fits perfectly into modern direct-to-consumer stacks. **Key features:** - Post-iOS modeling accuracy - Marketing mix modeling via machine learning - Channel forecasting and scenario planning - Strong ecommerce integrations **Best for:** Direct-to-consumer brands, paid social teams, Shopify sellers. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXceYNLdQWyjmCxCtMkypM3oLGCkp5zrI5HCS0gPSfyCZBKE06k0OJ2YWrfZn1dv9A12bMSJ707-qtMAYgdwtCVp5ex1p1B2l6GgI5gQhaY16RpYs-ExrPd8VWSaOAA26aQoPlP7iw?key=Go5e7ULVUxwMebZ9rZT-_A) ## **8\. Triple Whale** [**Triple Whale**](https://www.triplewhale.com/)is a go-to for ecommerce brands that focus on paid media, as it helps users discover where sales are really coming from. Its AI does more than just track clicks – it connects the dots between platforms, predicts which channels will perform best, and even auto-generates marketing insights. Triple Whale also offers customizable dashboards, so you can monitor [metrics](https://www.cmoalliance.com/how-to-get-more-from-brand-marketing-analytics/) like return on ad spend, [customer acquisition cost](https://www.cmoalliance.com/10-strategies-to-drive-demand-generation-despite-budget-cuts/), and lifetime value without having to change between platforms. Key features: - Marketing mix modeling - Real-time performance dashboards - iOS 14+ privacy workarounds - Predictive analytics for ad spend **Best for**: Shopify brands, paid social marketers, and fast-scaling direct-to-consumer teams. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXf63-tYe0du1dYZClCYQaLSHQLMdrEaode30Fqw1is1h5Tit1ttUvY4GN7aYbmKrMitUgqlJL-2I1p12VoAVE8HkuKoMway3EzetCidlcOpwzo-nJyddTxQMnTihUzqdOTQO50wOQ?key=Go5e7ULVUxwMebZ9rZT-_A) ## **9\. Hyros** [**Hyros**](https://hyros.com/) has been used by marketing leaders selling high-ticket products, coaching programs, and info products, particularly those running ad campaigns on Facebook, [YouTube](https://www.youtube.com/@CMOAlliance), and Google. What makes this tool stand out is its AI-powered call and email tracking combined with deep funnel attribution. It tracks across phone calls, webinars, SMS, and emails, which is a huge benefit for businesses that don’t rely solely on online checkouts. Hyros uses AI to reconstruct user journeys [even without cookies](https://www.cmoalliance.com/game-plan-for-the-end-of-third-party-cookies/). **Key features:** - Deep call, email, and funnel tracking - AI-based user identity stitching - Real-time ROI dashboards - Long-tail attribution for info and coaching businesses **Best for:** Coaches, info product sellers, high-ticket sales funnels, and webinar marketers. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXerkbaq__orFv3F1HjqJ-H8q5pSxYJ3XWsmSoWMW1zMYTxZaSMOmpTWpPwgy_x16hFtSYtprCoppQgK0U4GC71aMnO8aGUkSCoX8ZbB8fP2v3oJ8-LQwnboO-wHFm6uFbKWXX1f?key=Go5e7ULVUxwMebZ9rZT-_A) ## **10\. Corvidae** [**Corvidae**](https://corvidae.ai/)is one of the few attribution platforms purpose-built for the [privacy-first era](https://www.cmoalliance.com/zero-party-data-vs-first-party-data/). With cookies and pixel tracking becoming less reliable, Corvidae uses AI to reconstruct user journeys using server-side tracking (tracking behavior via your own server), probabilistic modeling (which identifies people based on patterns and probability), and anonymized data. What makes Corvidae good is its ability to stitch together multi-session journeys across devices and channels, even when users don’t log in or accept tracking. If you're marketing in regions with strict [data regulations](https://www.cmoalliance.com/ai-and-the-art-of-b2b-marketing-privacy-governance-and-opportunity/) (like the EU), Corvidae offers both compliance and accuracy. **Key features:** - AI-powered cookieless attribution - Predictive path modeling - Privacy-first architecture (GDPR & CCPA compliant) - Works across anonymous traffic **Best for:** Regulated industries, EU-based marketers, data privacy-first orgs. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXf7ru0c1ABKc0L7teku-kALYVaw-wwIcfHIZoGAxMswvGBvGI63JKVLwMlYOcx0Ionu9xpgSffOODAf_8rv4zGSzIFd-Rgag6oX0zIWNq4mkobeoZw2tbbMWof4Zcn_y4j3_IT8?key=Go5e7ULVUxwMebZ9rZT-_A) There’s no one-size-fits-all solution when it comes to the best AI-powered marketing attribution tools, as it’ll depend on your business model, tech stack, budget, and team skills, but we hope these ten options give you a headstart. --- *Get your* [*AI for Marketing Leaders playbook*](https://www.cmoalliance.com/ai-for-marketing-leaders-ebook/) *for real-world case studies from CMOs who are successfully integrating AI, strategies for building an AI-enhanced Martech stack, and so much more.* [AI for Marketing Leaders eBookThe impact of artificial intelligence on the marketing industry is multifaceted and profound – and marketers in leadership positions are at the forefront of this transformation. To stay ahead, businesses must integrate AI into their strategies to enhance personalization, predict customer behavior, and scale content creation like never before. Our AI![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--170.png)CMO AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_AI_Marketing_Leaders_eBook__Blog-15.png)](https://www.cmoalliance.com/ai-for-marketing-leaders-ebook/) ### Driving sustainable revenue growth in marketing [Video] URL: https://www.cmoalliance.com/driving-sustainable-revenue-growth-in-marketing-video/ Last updated: 2025-07-03T13:37:33.000Z --- --- ### 7 diversity recruiting best practices for CMOs URL: https://www.cmoalliance.com/7-diversity-recruiting-best-practices-for-cmos/ Last updated: 2025-07-03T08:52:01.000Z People don’t just want brands to sell them stuff, they also want them to stand for something. For [CMOs](https://www.cmoalliance.com/cmos-to-watch-in-2025/), this can be a great opportunity – after all, ethnically and racially diverse companies are more likely to [outperform their competitors by 35%](https://www.mckinsey.com/capabilities/people-and-organizational-performance/our-insights/why-diversity-matters). ## **CMOs must lead the charge on diversity recruiting** [Marketing](https://www.cmoalliance.com/diverse-marketing-takes-diverse-leadership/) is often the voice of a company, since it tends to shape the brand’s identity, tone, and [message](https://www.cmoalliance.com/story-masters-4-emotional-connections-in-brand-stories/) across every channel. But if the team behind that voice is not diverse at all, that message might fall flat. That’s why CMOs can’t see diversity recruitment as a problem for HR only. When [diverse talent](https://www.cmoalliance.com/why-is-diversity-important-in-the-workplace/) is missing from the marketing team, it shows. Orgs won’t have the authenticity they should, or their messaging doesn’t land – worse, your brand may alienate people unintentionally. Leading on [diversity](https://www.cmoalliance.com/what-does-it-mean-to-value-diversity/) recruiting means being responsible for who’s in the room when creative decisions are made, ensuring the team represents a range of life experiences and POVs. When CMOs do this, they improve work and build a culture of belonging across the org. > *“We believe our diversity makes us stronger, smarter, and more innovative, helping us better serve the needs of our clients, our people, and our communities.” –* [***Julie Sweet***](https://www.cultureally.com/blog/54-diversity-and-inclusion-quotes-to-inspire-a-better-company-culture)***, Chair and Chief Executive Officer at Accenture*** ## **1\. Clarify what diversity means for your org** Before you [improve diversity](https://www.cmoalliance.com/6-diversity-and-inclusion-strategies-you-need-as-cmo/), you have to define it, as this includes a range of characteristics, such as race, ethnicity, gender, age, neurodiversity, socioeconomic backgrounds, etc. In addition, diversity looks different in different companies. As a CMO, you should start by carrying out an audit of your team: What’s the racial and gender breakdown of your department? Are there any LGBTQ+ individuals in leadership? Do you have team members from different educational backgrounds? Beyond the numbers, it’s important you get qualitative insights (e.g., with anonymous surveys) to understand whether your team feels seen, heard, and valued – do they perceive your company as inclusive, are there barriers for [career progression](https://www.cmoalliance.com/transition-from-marketing-manager-to-marketing-director/), are certain voices always missing from key conversations? Once you have this information, you can set a clear definition of what diversity should look like on your team. [Steps to implement your very own thought leadership strategyYou don’t need to be famous, loud, or constantly posting to become a thought leader.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--165.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Steps-to-implement-your-very-own-thought-leadership-strategy-1.png)](https://www.cmoalliance.com/10-steps-to-implement-your-very-own-thought-leadership-strategy/) ## **2\. Rethink job descriptions through an inclusive lens** Don’t underestimate the power of a good job description, as the words you use can impact who applies. Many job ads are full of jargon, unrealistic requirements, and subtle bias that stops certain people from applying. Audit your existing job postings for things to tweak, such as if you’re asking for more years of experience than necessary or listing a degree as a requirement when it might not be truly essential. Instead, focus on what success looks like in the role. Frame responsibilities around outcomes and replace generic phrases with specific, inclusive language. For example, rather than saying “must be a self-starter,” you can describe the kinds of projects the candidate will lead and the autonomy they’ll have. ## **3\. Expand your talent beyond the usual channels** One of the most common missteps in diversity recruiting is using the same networks, platforms, and referral sources that have historically led to non-diverse teams. If your current sourcing strategy leans heavily on elite universities, personal networks, or a handful of [LinkedIn](https://www.linkedin.com/company/cmo-alliance/) job posts, you could be missing out on many qualified, diverse candidates. To build a more representative pool, CMOs should work with recruiters to identify and engage with [communities](https://www.cmoalliance.com/join-the-community/) that focus on underrepresented groups (e.g., organizations that support LGBTQ+ professionals or forums for neurodivergent people). It’s important this outreach is ongoing, not just when there’s a role to fill. After all, building relationships and trust with these communities takes time, but it increases your chance of attracting people who might not have considered your company otherwise. ## **4\. Craft a more inclusive employer brand** The best candidates tend to look beyond job descriptions at company values, [culture](https://www.cmoalliance.com/building-a-creative-culture-as-a-cmo/), and [leadership](https://www.cmoalliance.com/10-steps-to-implement-your-very-own-thought-leadership-strategy/). If your brand doesn’t visibly reflect diversity and inclusion, people will notice. As a CMO, you have an advantage here because you own the storytelling, so use it for your benefit. Feature staff from a wide range of backgrounds in your recruitment content and/or share real stories about how your team celebrates cultural milestones, supports mental health, or champions LGBTQ+ rights. Avoid stock imagery in your [diversity, equity, and inclusion](https://www.cmoalliance.com/why-is-diversity-important-in-the-workplace/) statements, as that will come across as inauthentic. Show what inclusion looks like in the action, too – e.g., a mentoring program for young people. Your social channels, careers site, and brand should reflect this commitment. When diverse candidates see themselves represented in your content, they’re far more likely to imagine a future with your company. ## **5\. Build a bias-resistant process** Even the most well-intentioned hiring efforts can hide unconscious bias in job descriptions and interviews. We’ve already touched on job descriptions, so let’s look at interviews. It’s crucial you standardize the process by creating structured guides that ensure everyone is evaluated on the same criteria, rather than “culture fit” (which often can be a stand-in for bias). Diversify your hiring panel by bringing in voices from across the organization, especially those from different backgrounds and functions, as this helps with blind spots. In addition, invest in anonymized resume screening at the top of the funnel. If you remove identifying information like names, universities, photos, and addresses, you can more easily prevent early-stage bias and keep the focus where it belongs: on skills, experience, and potential. Many orgs rely on tools to make this job easier, as AI minimizes [sentiment-driven biases by 41.2%](https://arxiv.org/abs/2501.09890), allowing you to improve your recruitment process when it comes to [equity](https://www.cmoalliance.com/addressing-social-factors-in-esg/). [The different faces of unconscious bias in the workplaceExplore how unconscious bias silently shapes hiring, promotions, and team interactions, undermining diversity and potential.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--166.png)CMO AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/The-different-faces-of-unconscious-bias-in-the-workplace-1-1.png)](https://www.cmoalliance.com/the-different-faces-of-unconscious-bias-in-the-workplace/) ## **6\. Track the right metrics and act on the data** To really make progress in diversity recruiting, you must [track](https://www.cmoalliance.com/how-to-get-more-from-brand-marketing-analytics/) who you hire, how they move through your process, and where they may be dropping off. You can start with the basic data: - How diverse is your pool of applicants? - How many of them advance to interviews? - Who’s receiving offers and who’s accepting them? - Do people from certain backgrounds exit earlier in the process? - Are diverse hires retained at the same rate as others? Are they getting promoted? When you spot patterns (like lower salary offers for women or BIPOC candidates), you should dig deeper. It might be a sign that the job ad isn’t resonating, or maybe there’s bias in the works. Either way, these insights should lead to a change in your recruiting strategy – otherwise, you may face loss of reputation or even a lawsuit. For example, the [Gonzalez vs. Abercrombie & Fitch](https://www.naacpldf.org/case-issue/abercrombie-fitch-employment-discrimination/) case, in which a class-action lawsuit accused the company of systematically discriminating against Black, Latino, and Asian American applicants by denying them sales roles and relegating hired minorities to less visible jobs. The case led to a $40 million settlement and, as part of the agreement, the company had to overhaul its hiring practices, appoint a VP of Diversity, and implement concrete diversity benchmarks and training programs. ## **7\. Foster a culture where inclusion goes beyond hiring** The ultimate goal of diversity recruiting isn’t just to fill seats, but to build a culture where everyone thrives. That’s why retention, inclusion, and [career development](https://www.cmoalliance.com/fractional-cmo-roles-benefits-and-challenges/) are just as important as recruitment and selection. So, you need to look at the picture *after* hiring people. Ask yourself if all employees feel safe in being themselves at work, if their ideas are valued in meetings, and if they have access to mentorship, sponsorship, and growth opportunities. Promotions matter here, too. It's crucial to have representation at junior levels, but this is only meaningful if there's a path to leadership. So, why not invest in leadership development programs that support underrepresented groups and create [feedback](https://www.cmoalliance.com/5-reasons-why-businesses-should-not-ignore-customer-feedback/) loops that allow employees to share concerns anonymously? [The 6 diversity and inclusion strategies you need as CMOAs a CMO, your role goes beyond brand strategy – it’s also about crafting narratives that resonate with your audience segments.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--167.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Doodles--19--1.png)](https://www.cmoalliance.com/6-diversity-and-inclusion-strategies-you-need-as-cmo/) ## **In short** By committing to diversity recruiting best practices, you build more than a team – you build a culture. One that reflects the markets you serve, resonates with your customers, and pushes your brand forward in bold, authentic ways. --- *Join our* [*Slack community*](https://www.cmoalliance.com/join-the-community/) *to connect with CMOs and marketing leaders from all over the world, get answers to your questions, share your opinions and ideas, get inspired by your peers, and so much more.* [Community | CMO AllianceReady to connect with CMOs and top-level marketing executives all over the world? Join our community for an exclusive space for CMOs to network, share experiences and insights, and seek advice directly from other CMOs.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--168.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Meta_Image_Template-2-11.png)](https://www.cmoalliance.com/join-the-community/) ### Driving marketing team efficiency with AI eBook URL: https://www.cmoalliance.com/driving-marketing-team-efficiency-with-ai-ebook/ Last updated: 2025-07-11T09:00:27.000Z **Uncover the proven strategies top-performing marketers use to drive efficiency, agility, and revenue growth with AI.** --- --- ### What’s inside the ebook: **Cut through the chaos and unlock smarter workflows** This guide helps product marketers like you streamline complex processes and eliminate roadblocks using AI – all without sacrificing creativity or control. - **Overcome the 4 biggest obstacles** holding your team back. - **Adopt a 3-step framework** for building high-performing, AI-powered workflows. - **See how AI transforms roles** across content, ops, design, and more. - **Learn how Jasper AI boosted efficiency by 3x** and demos by 62%. - **Discover how to leverage Webflow’s platform** to drive speed, agility, and performance across your team. [ Boost your efficiency ](https://docs.google.com/document/d/1bbPnSHVo0y-f2NQF%5FYj-Tajvej3v64A42g7VvAEDzQE/edit) --- ### Why this ebook matters right now: Marketing teams are under more pressure than ever. Shrinking budgets, higher expectations, and the race to adopt AI. This ebook shows you how to **lead the transformation** and drive real results for your business. > Don’t let complexity slow you down. Equip your team with the tools and strategy to move fast – and smart. --- ### Trusted by teams that move fast: [**Webflow**](https://webflow.com/enterprise?utm%5Fsource=cmo-alliance&utm%5Fmedium=content-syndication&utm%5Fcampaign=2025-07-highly-efficient-marketing-teams-ebook)powers modern marketing teams at scale – helping them create and launch high-impact websites, campaigns, and experiences faster. ### ### Storytelling: The secret to brand loyalty in luxury markets URL: https://www.cmoalliance.com/storytelling-the-secret-to-brand-loyalty-in-luxury-markets/ Last updated: 2025-06-30T12:00:11.000Z In an era where consumers are bombarded with choices, [brands](https://www.cmoalliance.com/how-brand-building-influences-every-major-business-decision/) must go beyond offering premium services and products; they must share compelling stories that shape lasting connections. Nowhere is this more critical than in the high-end hospitality and real estate sectors, where exclusivity, trust, and emotional importance define success. In this article, I’ll share how [storytelling](http://cmoalliance.com/story-masters-2-the-structure-of-great-brand-stories/) has shaped my own journey – from crafting emotional connections in the luxury goods sector to launching legacy-driven experiences in real estate and hospitality. Along the way, we’ll explore: - Why storytelling is essential for building brand loyalty in the luxury sector - Real-world examples from iconic campaigns, including Rolex and Patek Philippe - How emotional storytelling translates to high-end real estate and hospitality - What makes a [brand narrative](https://www.cmoalliance.com/how-to-create-brand-narratives-that-resonate-with-your-audience-2/) authentic, compelling, and trust-building - Practical storytelling strategies that turn customers into long-term brand believers Whether you’re leading an established brand or building one from the ground up, this article offers both inspiration and a framework for storytelling that lasts. ## My journey from luxury goods to luxury experiences My experience working with high-end brands in the luxury goods sector – specifically watches and jewelry – taught me the true essence of storytelling in crafting desirability and prestige. Luxury is not just about materials or craftsmanship, it’s about the legacy, [the emotion](https://www.cmoalliance.com/story-masters-4-emotional-connections-in-brand-stories/), and the promise a brand delivers. Transitioning into the real estate sector, I discovered that the same principles apply; properties, like fine jewelry, are an investment in a lifestyle, a status symbol, and a personal statement. Now, combining high-end real estate with luxury hospitality, I see the ultimate fusion of experience and exclusivity. Every destination, every development, and every customer journey must be woven into a compelling narrative that transforms a purchase into a lifelong relationship. This is where storytelling becomes an irreplaceable force in [building brand loyalty](https://www.cmoalliance.com/brands-in-the-age-of-irrational-advocacy/). Two of the most powerful campaigns I’ve ever worked with came from the luxury watch world – **Rolex** and **Patek Philippe** – each demonstrating how [emotional connections](https://www.cmoalliance.com/human-connection-is-at-the-heart-of-marketing-success/) can transcend product and build enduring brand loyalty. With the Rolex Daytona, we didn’t sell a watch; we sold a piece of racing history. The narrative centered on performance, endurance, and iconic moments in motorsport, allowing the wearer to feel part of a legacy of champions. Similarly, Patek Philippe’s timeless message – “You never actually own a Patek Philippe. You merely look after it for the next generation” – became a masterclass in emotional [positioning](https://www.cmoalliance.com/brand-and-positioning-frameworks-video-2/). It framed ownership as a protection of heritage, resonating with clients on the deepest personal level by intertwining luxury with family, legacy, and timeless values. ![Black and white Patek Philippe ad featuring a smiling man and young boy steering a boat together, symbolizing generational legacy. A luxury watch is displayed below with the tagline: 'You never actually own a Patek Philippe. You merely look after it for the next generation.'](https://lh7-rt.googleusercontent.com/docsz/AD_4nXe2CwIFt1e1ZlDQ5-RB_9Y-JG2epIorv2FLfX4_R7atVVGgf0ji_J6KhES3VTHeTT7RBtBRymX7Us8UWVPqHaa7BlvcYzsY1QWCD9lG8A2VTxeaKGHn_EG7VtQGbEF6o1_dMRXibw?key=swvhvjp7YBA3pWhcjZmJWg) **Patek Philippe Generations ad campaign shot by Peter Lindbergh. Image source:* [**Forbes*](https://www.forbes.com/sites/robertanaas/2016/12/09/patek-philippe-celebrates-20-years-of-its-iconic-advertising-campaign-you-never-actually-own-a-patek-philippe/) ## Bringing luxury storytelling to life at The Landmark Nicosia This same philosophy is what we’ve brought to life at The Landmark Nicosia. For the residences, our storytelling is rooted in belonging – not just to a place, but to a carefully curated lifestyle and a timeless sense of identity. It’s about arriving home to elegance and privacy in the heart of a capital city, and becoming part of a community that reflects cultural sophistication and prestige. ![The Landmark Nicosia](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/06/The-Landmark-with-titles..png) The spirit of visionary design and meaningful placemaking continues at The Landmark Nicosia Offices, where our storytelling is grounded in *progress and purpose*. These workspaces are designed for companies that don’t just adapt to the future – they shape it. Earning Leadership in Energy and Environmental Design (LEED) certification, The Landmark Offices reflect our commitment to sustainable development, energy efficiency, and environmental responsibility – qualities that resonate with forward-thinking businesses seeking more than just a physical address. Here, innovation meets elegance in the heart of the capital. It’s about being part of a visionary business hub that empowers companies to thrive, connect, and lead. This is not just office space – it’s a home for brands that are proud to be ahead of their time. At The Landmark Nicosia, Autograph Collection Hotel, the storytelling naturally evolves into one of legacy, heritage, and revival. Situated on a site that once defined the golden era of Nicosia’s hospitality and political life, the hotel carries with it a rich tapestry of collective memory. Rather than building anew, we’ve reimagined the past – honoring its historic significance while infusing it with contemporary elegance. This is more than a grand opening; it’s the *rebirth of an icon*. The story is centered on breathing life back into a place deeply embedded in the city’s cultural consciousness, inviting today’s global travelers and business leaders to experience timeless grandeur through a modern lens. True to the Autograph Collection’s promise of being “exactly like nothing else,” The Landmark stands as a testament to how heritage and innovation can coexist – not just harmoniously, but beautifully. ## The power of storytelling in building trust and emotional connection In the luxury sector, storytelling is the bridge between a brand and its audience. It transforms one-time interactions into lasting relationships by creating emotional resonance and a sense of belonging. True luxury goes beyond prime locations or premium offerings – it embodies a vision, evokes emotion, and reflects a distinct lifestyle. Today’s discerning consumers seek depth and meaning. They want to understand the origins of a brand, the values behind its design, and the craftsmanship that brings it to life. [Authenticity](https://www.cmoalliance.com/the-power-of-b2b-thought-leadership/) is key. Informed and selective, luxury clients are drawn to brands that consistently uphold their promises and represent something real. Whether honoring heritage, showcasing artisanal skill, or redefining tradition through innovation, the most compelling stories are those rooted in truth. These stories not only shape perception but build trust – turning customers into loyal brand believers. ## Emotional storytelling: The key to lasting impact People may forget a hotel’s room dimensions or a property’s square footage, but they will always remember how a place made them feel. Emotional storytelling is one of the most powerful tools in luxury marketing because it transforms a product into an experience. Luxury brands must craft stories that evoke emotions such as exclusivity, [nostalgia](https://www.revenuemarketingalliance.com/nostalgia-marketing/), serenity, and aspiration. For example, a luxury resort’s narrative should not just highlight its amenities but also the transformative experiences it offers, whether it’s an isolated beachfront escape, a gourmet dining experience, or a personalized wellness retreat. Similarly, in real estate, successful brands sell more than just homes; they sell a lifestyle. The story should focus on the prestige of ownership, the sense of belonging in an exclusive community, or the promise of a future legacy. In all cases, storytelling should evoke emotions that create lasting memories, strengthening the bond between the brand and its customers. ## The role of storytelling in building long-term loyalty In the luxury sector, brand loyalty is not just about repeat purchases – it is about long-term relationships built on trust. High-net-worth individuals (HNWI), investors, and luxury travelers expect consistency, exclusivity, and a sense of belonging. One of the most effective ways to build loyalty through storytelling is by making customers feel like part of an elite community. Personalized experiences, VIP programs, and behind-the-scenes access to brand stories create deeper emotional ties. Additionally, long-standing collaborations with trusted partners further reinforce a brand’s credibility. Aligning with renowned designers, Michelin-starred chefs, or prestigious hospitality groups such as Marriott helps build an ecosystem of trust and elevates the brand’s prestige. Loyalty is built through [trust](https://www.revenuemarketingalliance.com/the-importance-of-trust-in-b2b-marketing/), and storytelling is the vehicle that communicates a brand’s reliability, exclusivity, and commitment to excellence. ## Storytelling as the cornerstone of brand loyalty In high-end hospitality and real estate, success is measured not just by revenue but by long-term relationships and brand prestige. Storytelling is the foundation of these relationships, allowing brands to connect with their audience on a deeper level. By crafting compelling, authentic, and emotionally resonant narratives, luxury brands can do more than attract customers – they can build legacies. From highlighting craftsmanship and heritage to evoking aspirational emotions and delivering exclusive experiences, storytelling remains the most powerful tool for cultivating loyalty. In an industry driven by perception and experience, the brands that master the art of storytelling will not only retain their most valued customers but will also define the future of luxury. As I reflect on my journey from luxury goods to real estate and now to the intersection of high-end hospitality and property investment, I can confidently say that storytelling has been the single most impactful tool in shaping customer perception and loyalty. I feel truly lucky and deeply grateful to have collaborated with some of the world’s most iconic and respected luxury brands – each of which has taught me the value of legacy, emotional resonance, and authenticity. I look forward to my next great story – being part of the opening of The Landmark Nicosia, Autograph Collection by Marriott in Cyprus, at the end of 2025\. It will be a milestone not just for the project but for me personally, as I witness firsthand how a well-crafted narrative transforms a vision into reality. And as Walter Landor famously said, > *“Products are made in a factory, but brands are created in the mind.”* ### Beyond content: AI as a strategic marketing partner URL: https://www.cmoalliance.com/ai-as-a-strategic-marketing-partner/ Last updated: 2025-09-12T15:27:03.000Z Right now, it feels like all anyone talks about is [generative AI](https://www.cmoalliance.com/navigating-the-pitfalls-of-generative-ai-and-its-responsible-use-in-marketing/). You log into LinkedIn, scroll Twitter, and overhear conversations on the bus like, “It’s AI-enabled, so it must be amazing.” But is it really? There are basically two ways to think about AI today. First, there’s the overwhelm – the pressure to keep up or risk falling behind because AI is everywhere. Then, there’s fascination – the exciting potential of what AI can do. I’m here to help you navigate that tension. We’ll cover why AI is better thought of as an enabler and multiplier – helping you research smarter, create faster, and strategize more effectively. I’ll share practical frameworks, real-world examples, and tips on working with [AI prompts](https://www.aiacceleratorinstitute.com/prompt-engineering-how-to-talk-to-ais-like-chatgpt/) so you don’t just keep up, but get ahead. Whether you’re overwhelmed or fascinated, this article will give you the clarity you need to [make AI work for you](https://www.cmoalliance.com/how-to-use-ai-in-todays-modern-marketing-world/). ## The generative AI explosion: A game changer with a confusing narrative Before we dive in, let’s remember that AI isn’t new. It’s been around for years, quietly woven into our daily lives. From fraud detection (my background) to speech recognition, and even Netflix recommending your next favorite show – that’s all AI. It’s so integrated we barely notice it anymore. What’s really exploded onto the scene over the last couple of years is generative AI – AI literally at your fingertips. Text, images, video, prompt-driven tools, and connections to [large language models (LLMs)](https://www.aiacceleratorinstitute.com/from-llms-to-lams-pioneering-ais-multimodal-future/). But the story around generative AI has been confusing. “AI will take your job.” “There are too many risks.” “Learn it or get left behind.” It’s a mix of hype and fear, and honestly, an overpromise in some ways. ## Content generation isn’t the whole story Every new technology has a starting point. For AI, it’s often [content creation](https://www.cmoalliance.com/can-ai-unlock-your-brands-humanity/) – logging into ChatGPT and asking it to write for you. However, just [using AI to generate content](https://www.aiacceleratorinstitute.com/top-5-pros-and-cons-of-ai-generated-content/) comes with risks. For example, if someone on your team isn’t familiar with your industry and relies solely on AI-generated content, the output might lack accuracy, specificity, and uniqueness. AI can’t replace real user knowledge; it can only fill gaps – sometimes poorly. [![Infographic titled "Using AI for just content generation?" showing six connected puzzle pieces around a central circle that reads, "Although common, it can be both limiting and risky." The puzzle pieces list challenges of AI content generation: Missing user knowledge, Inaccuracy, No differentiation, Limited engagement, Plagiarism, and Not GEO (generative engine optimized). Each challenge includes a brief explanation.](https://lh7-rt.googleusercontent.com/docsz/AD_4nXcmusnUKRsff_O3z4VLYUN_dh_OIbrSib2ERzym39pDp1zDL2i4gjungIMh2rElFYwYtjDOo1den3PFZlJXokWQ6CTwHCDvAanpUcTWwgbBpiCvW02DU4sQYOMdy0fXBbtvybXhZw?key=o-v7lGuJTaaO0UTUYe0H7A)](https://www.cmoalliance.com/ai-as-a-strategic-marketing-partner) Plagiarism is another concern. ChatGPT doesn’t always make it clear where its info comes from, which is why tools like Perplexity AI are gaining traction. Even with prompts, it’s tricky to get solid sources, so accidental plagiarism happens. Have you noticed ChatGPT’s content tends to be generic? It pulls from tons of places but rarely includes your company’s unique user stories or case studies. And when it comes to [SEO](https://www.cmoalliance.com/top-5-b2b-seo-strategies/) – well, it’s evolving into GEO (generative engine optimization). Success now depends on having sources, stats, quotes, and tailoring that make your content truly unique and engaging. ## Beyond content generation: Generative AI as an enabler, a multiplier, and a natural evolution If you think AI – and [ChatGPT](https://www.cmoalliance.com/chatgpt-killer-content-or-content-killer/) in particular – is just about content generation, I’m here to tell you it’s much more than that. I see it as an **enabler, a multiplier, and a natural evolution** of how we work. [![A slid, titled “Instead, use Gen AI as:,” lists three roles—enabler, multiplier, and natural evolution—each accompanied by an icon. A callout box reads, “Use Gen AI to enhance and expand… beyond generate.” On the right, a woman holds a large magnifying glass over a search bar with a lightbulb icon above it.](https://lh7-rt.googleusercontent.com/docsz/AD_4nXflwdj71_SK8NVp9C4dnAgjzbq7bqvtIwB4rnt9euEYagyRosRiKfymkSv7iZM_rg54LLiTIC0xHFj_tUUyAOv39OhrWxD34Y44u0xoARt1WZhRSgBtZae7unUu2LkhSYWgoMKf?key=o-v7lGuJTaaO0UTUYe0H7A)](https://www.cmoalliance.com/ai-as-a-strategic-marketing-partner) Think about it: we didn’t jump from the abacus straight to Excel. We moved through calculators, then computers – each step a natural evolution that made our lives easier. Similarly, why should you still go to Google, sift through countless search results, and do a bunch of manual filtering just to find what you need? Why not let AI enable and multiply your work, evolving how you do things? ## Gen AI for market research A clear use case of generative AI is [market research](https://www.productmarketingalliance.com/b2b-market-research-how-much-data-is-enough/), but it’s just one of many. Research usually goes through four stages: industry and trend research, identifying relevant segments and personas, promoting education and engagement, and finally extending and expanding that knowledge. Here’s how generative AI acts as a **multiplier and enabler at every step**: _This post is for paying subscribers only._ ### Rethinking attribution: How to prove marketing ROI [Video] URL: https://www.cmoalliance.com/rethinking-attribution-how-to-prove-marketing-roi-video/ Last updated: 2025-06-26T07:49:52.000Z --- --- ### The requirements for unlocking CTV's full value as a CMO URL: https://www.cmoalliance.com/unlock-ctvs-full-value-as-a-cmo/ Last updated: 2025-06-25T09:59:19.000Z There’s no question that connected TV is now a fixture in the media landscape. While linear TV remains the foundation for campaigns, CTV has become essential for reaching today’s fragmented audiences. But CTV isn’t just a line item to check off—it’s a strategic layer that can unlock deeper impact if it’s approached with the right ingredients. The true value of CTV comes not just from adding it to your plan, but who you partner with, the content your [ads](https://www.cmoalliance.com/personalizations-power-in-modern-advertising/) are placed in, and transparency in reporting. Let’s explore the key elements that determine whether your CTV strategy is simply present—or truly powerful. ## **CTV doesn’t replace traditional TV** TV is still the heavyweight when it comes to reach. In an [analysis of more than 45,000 multiscreen campaigns,](https://comcastadvertising.com/insights/research-reports/the-tv-viewership-report-2h-2023/) nearly three-quarters of campaign reach came from traditional TV, while about 16% was unique to streaming. That means streaming isn’t replacing linear—it’s extending it. Especially for advertisers seeking full-market penetration, a linear-plus-CTV strategy is the most efficient way to reach both broad and incremental audiences. Zooming in on local markets reveals just how entrenched CTV has become: In the New York DMA, according to the MRI Cord Evolution Study, adults 35+ now spend over a third of their viewing time on CTV. That shift underscores why CTV can’t be an afterthought—it’s a major touchpoint, particularly for engaged, purchasing-power-heavy consumers. [Why content-driven advertising strategies are on the riseEffective advertising has always been built on the compelling presentation of information, whether it be a great story or a persuasive value proposition.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--162.png)CMO AllianceSam Amiri![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Doodles--32-.png)](https://www.cmoalliance.com/content-driven-advertising/) ## **Why premium content makes the difference** Let’s start with the most important driver of CTV performance: content quality. The type of inventory you buy matters—significantly. Premium content, including professionally produced episodic shows, delivers a markedly stronger [brand impact](https://www.cmoalliance.com/how-brand-building-influences-every-major-business-decision/) than user-generated or non-curated video. Research shows that exposure to ads in premium OTT environments can drive [a 37% higher lift in unaided brand awareness compared to non-premium video](https://pubmatic.com/wp-content/uploads/2021/04/PubMatic-Infographic-Video-Advertising-Efficacy.pdf). Consumers also say they prefer professional content [by a factor of three to one](https://www.admonsters.com/maximize-the-value-of-your-inventory/). And when it comes to attention—a crucial currency in a cluttered media environment—TV-style content earns [about twice as much attention as user-generated content](https://thinktv.com.au/facts-and-stats/the-benchmark-series-summary/). This effect isn’t limited to perception. In studies where all content was viewed on a TV screen, ads running within premium, long-form content showed [a 58% lift in unaided recall compared to those shown in non-premium content](https://comcastadvertising.com/wp-content/uploads/2023/07/Comcast-Advertising-Report-2023.pdf). These lifts demonstrate that premium content is significantly more valuable for advertisers as it results in higher ad recall. ## **Transparency and brand safety should be table stakes** With CTV buys spanning a complex ecosystem, transparency and brand safety are must-haves. In addition, advertisers need clear, verifiable reporting—not just on impressions, but on where, when, and on which devices their ads ran. According to Ad Perceptions, a Freewheel survey of marketers and agencies, as well as a Comcast survey of video sellers, more than 80% of the buy-side and the sell-side agreed that, when buying premium inventory, they place a high importance on their ads flighting within a trusted and brand-safe environment, and that the ads are seen by real people. In an environment where not all inventory is created equal, buyers should seek out non-skippable placements and full-screen ad formats that ensure their creative is seen as intended. In addition, inventory sourced directly (rather than bought programmatically) reduces exposure to invalid traffic and minimizes the risk of serving ads on questionable content. Also, reliable partners use a combination of internal and third-party tools to ensure impressions are served only when the TV set is on and to validate human viewing. These safeguards don’t just protect [brand equity](https://www.cmoalliance.com/which-comes-first-the-brand-or-the-product/)—they also ensure advertisers aren’t wasting dollars on phantom impressions. [Steps to implement your very own thought leadership strategyYou don’t need to be famous, loud, or constantly posting to become a thought leader.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--163.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Steps-to-implement-your-very-own-thought-leadership-strategy.png)](https://www.cmoalliance.com/10-steps-to-implement-your-very-own-thought-leadership-strategy/) ## **Don’t overlook measurement** Measurement is the other side of the value equation. The days of relying solely on impressions or GRPs are long gone. Today, advertisers need tools that can tie CTV exposure to real outcomes—from sales lift to store visits to web activity and even tune-in conversions. Advanced measurement frameworks also allow for constant [optimization](https://www.cmoalliance.com/the-power-of-predictive-analytics-for-cmos/). With audiencetargeting and daily monitoring, campaigns can be refined in real-time to maximize performance against KPIs. And detailed reporting—down to the network, program, date, and device level—helps brands understand what changes might need to be made to deliver on goals. ## **Local news and live sports deliver high engagement** Some of the highest-performing inventory in CTV today comes from live, lean-in content like local news and sports. Streaming news platforms offer consistent reach and relevance, giving advertisers a way to align with trusted, [community-based content](https://www.cmoalliance.com/join-the-community/) that people actively seek out. Live sports, meanwhile, continue to be one of the few environments where viewers are fully engaged. TVision data shows that over half of all ads aired during live sports are watched by two or more people, and those ads are significantly more likely to be watched in full compared to ads during average programming. In fact, attention can vary by sport—ads shown during auto racing, for example, are 19% more likely to be viewed in their entirety. These programming options not only boost CTV [campaign performance](https://www.cmoalliance.com/how-to-get-more-from-brand-marketing-analytics/) but often carry a built-in halo effect—especially for brands that want to align with moments of cultural or local significance. [Brand and marketing: The ultimate power coupleThe companies that bring brand and marketing together build lasting customer relationships that drive growth, advocacy, and revenue.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--164.png)CMO AllianceMaureen Plowman![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--24-.png)](https://www.cmoalliance.com/brand-and-marketing-the-ultimate-power-couple/) ## **Get the right support** Finally, perhaps the most important requirement for unlocking CTV’s full value is having the right strategic guidance. Buying CTV effectively means navigating a fast-evolving landscape of platforms, partners, and performance [metrics](https://www.cmoalliance.com/finding-balance-as-a-marketing-leader-between-short-and-long-term-goals/). It requires careful calibration—especially when integrating with linear TV. Marketers shouldn’t have to go it alone. Working with experienced sellers that understand how to strike the right balance between platforms, target the right audiences, and deliver actionable insights is key to elevating your CTV campaigns from simply functional to truly impactful. CTV’s promise is real—but realizing its full potential means going beyond checkbox buys. It means prioritizing quality, demanding transparency, measuring outcomes, and choosing partners who can help you do it all with confidence. Advertisers who lean into a smarter, more intentional approach to CTV will be the ones who unlock stronger performance in a media environment where every dollar counts. --- *Get the* [*How to win at win-loss ebook*](https://www.productmarketingalliance.com/how-to-win-at-win-loss-ebook/) *to turn buyer feedback into actionable strategies across product, marketing, and GTM teams.* [How to win at win-loss eBookTired of running win-loss programs no one listens to? Get Corporate Visions’ expert guide to turn your insights into revenue impact. Download the free ebook now.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-512x512-1-3.png)Product Marketing AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/How-to-win-at-win-loss-1-1.png)](https://www.productmarketingalliance.com/how-to-win-at-win-loss-ebook/) ### Mastering the "hook" on Instagram: Why the first 10 seconds matter URL: https://www.cmoalliance.com/why-the-first-ten-seconds-matter-on-instagram/ Last updated: 2025-06-19T14:36:03.000Z Only spanning 15 seconds, Instagram Stories were designed to be produced in real time with raw, authentic content. Unlike curated and scheduled posts, Stories can be more approachable and “off the cuff.” The Instagram Stories feature is among the platform’s most popular, capturing the eager audience that enjoyed Snapchat’s ephemeral messages. Story images or videos can be viewed in full screen, then disappear 24 hours later. Instead of scrolling, viewers can click forward to see all Story content. Though short and often simple, Instagram Stories still need the captivating elements of any other video to hold the viewers’ attention. This requires mastery of the “**hook**,” or an opening statement that grabs the viewer’s attention and makes them want to continue. ## Why Instagram? [Instagram](https://www.instagram.com/cmo%5Falliance/) is a great choice for video marketing for several reasons. According to a recent study,[ 47% of Instagram users](https://www.facebook.com/business/news) feel they can be more authentic with Instagram Stories than they can be in their Feed. Furthermore,[ 44% of users](https://www.facebook.com/business/news) appreciate the vanishing content on Stories. Stories can also be beneficial for businesses. Over[ 39% of users](https://www.facebook.com/business/news) surveyed reported greater interest in a [brand](https://www.cmoalliance.com/brand-and-marketing-the-ultimate-power-couple/) or product after seeing it in a Story. Users in the U.S. associate a few attributes to Instagram, including visual beauty, creativity, and freedom of expression. The survey also revealed that the type of content users value varies all over the world. In the U.S., [value-driven content](https://www.cmoalliance.com/content-driven-advertising/) is preferred, while UK audiences prefer personal stories with inspirational content. These statistics show the promise of Instagram for short-form video – and Stories in particular – for brands marketing to U.S. audiences. They want creative and value-driven stories that are raw and authentic, which also happens to be the[ key to impactful video marketing](https://www.thesparkhouse.com/blog/unveiling-the-best-video-advertising-strategies-case-studies-and-impact) in general. ## Mastering the hook Stories are only 15 seconds, meaning you have less than 10 seconds to “hook” your audience. But if you approach Story content strategically, you can draw in users and keep them watching. ### Understanding attention spans Microsoft conducted a study using data spanning 13 years to evaluate the average attention span of an adult. They started with only 12 seconds, but near the end, attention spans were reduced to only 8.5 seconds – a[ drop of 25%.](https://www.scribd.com/document/265348695/Microsoft-Attention-Spans-Research-Report) It’s not much of a surprise, however. With more and more content flooding newsfeeds, it’s harder to create something truly unique and captivating. So, 13 years ago, you would’ve had 12 seconds to maximize the user’s attention span. Now that it’s reduced to 8.5, 10 seconds is a good benchmark for how long you have to share an effective hook. Sharing strong content in only 15 seconds is easier said than done, however. It’s not enough time for a fully fleshed-out story, but it can be a long time to fill if you have shallow topics. Even if you use a few consecutive stories to create a series, you still need that hook to keep the audience around for the whole thing. And the longer your videos are, the harder you will need to work for that [engagement](https://www.cmoalliance.com/putting-people-at-the-heart-of-your-brand-story/). [5 strategies to beat social and AI at their own gameDiscover 5 strategies to maintain your search visibility as social media platforms and AI revolutionize the traditional search landscape.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--157.png)CMO AllianceAntonia Maneta![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/5-strategies-to-beat-social-and-AI-1.png)](https://www.cmoalliance.com/5-strategies-to-beat-social-and-ai-at-their-own-game-2/) ### How big is Instagram’s audience? As of January 2025,[ 28.3% of Instagram users](https://www.socialpilot.co/instagram-marketing/instagram-stats#:~:text=As%20of%20January%202025%2C%2028.3,%25%20are%20aged%2035%2D44.) in the U.S. aged 25 to 24 make up the largest audience in the country. The 18-24 age group follows closely behind, representing[ 26.5% of users](https://www.socialpilot.co/instagram-marketing/instagram-stats#:~:text=As%20of%20January%202025%2C%2028.3,%25%20are%20aged%2035%2D44.). About[ 47% of teenagers use Instagram daily](https://www.socialpilot.co/instagram-marketing/instagram-stats#:~:text=As%20of%20January%202025%2C%2028.3,%25%20are%20aged%2035%2D44.), and 8% check it almost constantly. On the business side,[ 62.7% of Instagram users](https://www.socialpilot.co/instagram-marketing/instagram-stats#:~:text=As%20of%20January%202025%2C%2028.3,%25%20are%20aged%2035%2D44.) actively follow or research brands or products on the platform. Clearly, the younger generations are dominating Instagram, and they have unique needs as consumers. They’re used to instant gratification, having what they want or need at their fingertips, and use their smartphones to watch videos, play games, learn, order products, subscribe to services, or even engage in dating. Because of this, Gen Z and millennials are not as patient as other generations. Instead of visiting brick-and-mortar stores and waiting weeks for packages and letters like Boomers and Gen X, Gen Z and millennials can order in a matter of seconds and have a package on their doorstep in mere days, sometimes overnight. What does this mean for your brand? You need to get to the point and give them a reason to watch the whole way through. ## Using Instagram Stories for business Part of the disruptive power of Instagram Stories is its shift away from polished, traditional, and predictable ads and [content](https://www.cmoalliance.com/dont-just-create-content-do-something-with-it/). They’re interactive, live, creative, authentic, and temporary. This ephemeral nature creates a “Fear of Missing Out (FOMO)” that urges viewers to tune in before it’s lost forever. Urgency is a powerful tool in marketing, and Instagram Stories creates just the right amount of FOMO that can captivate younger audiences. his sense of urgency drives engagement and presents a valuable opportunity for brands to connect with broader audiences in a more organic way. According to Instagram,[ 33% of the most-viewed Stories](https://www.facebook.com/business/instagram/getting-started) are posted from business accounts. Stories aren’t just for your Instagram followers, either. They can be discovered by any user with similar interests or who has interacted with similar content, based on the algorithm. In addition, Instagram Stories will show up on Facebook, further increasing the potential audience. If you’re thinking this is a lot of work for a short, disappearing video, it doesn’t have to be a flash in the pan. Stories may vanish after 24 hours, but you can still save them to a Story archive or in the Story Highlights across the top of your profile. This is a great way to organize information and direct new viewers to it. Sephora has well-designed Stories that are helpful to new viewers: ![A screenshot of a social media post AI-generated content may be incorrect.](https://lh7-rt.googleusercontent.com/docsz/AD_4nXd5XfPjBO0zAvbj8PJkrVq7l13NXW-BASWlEBxxxjgRw4dmP22z4Ay2o9OHiTRJp9CCn3pmsvV0CASvLg-w6NEAZLzgRHvU2c1BkCnNhKWwdts7asdWjkcQmVMFSUo224-N0iXhYg?key=XP4j2za7k7qD7YyFmxF1zg) Source:[ Instagram](https://www.instagram.com/sephora/) ## Best practices for Instagram Stories As the name suggests, Stories are for storytelling. Since the dawn of time, humans have shared stories across generations, bonding individuals and connecting them to traditions and history. Businesses can use Stories similarly to[ connect with prospective customers](https://www.cmoalliance.com/content-driven-advertising/) and build trust and[ community](https://www.cmoalliance.com/building-online-communities-for-brand-loyalty/). Here are some best practices for Instagram Stories: ### Give your audience what it wants It’s important to know your audience and what users are looking for before creating Story content. You should have a natural and casual approach to topics that your audience tends to engage with, such as Q&As,[ product demonstrations](https://www.thesparkhouse.com/blog/harnessing-the-power-of-product-demonstration-videos), customer success stories, or explainer videos. Keep in mind that natural doesn’t mean your video can be scattered, messy, or low quality. You still need to have a clear content plan and a concise message to resonate. ### Use Story tools and features Instagram offers numerous tools and features to help you create more effective Stories. For example, you can use Stories to conduct polls and learn more about your audience while increasing active engagement. Instagram also has stickers, text overlay, and audio clips to enhance your [video](https://www.youtube.com/@CMOAlliance/videos) and complement the message. If your audience is local, don’t forget to use a location tag to draw an association between your brand and the local community. Here’s a good example of a fun quiz with eye-catching design from the San Diego Zoo: ![A screenshot of a koala AI-generated content may be incorrect.](https://lh7-rt.googleusercontent.com/docsz/AD_4nXer4jFEzYTOGeurOIu_B-SIUszy3FSu8_Q4J3iIM9tJVnNzWKdtEQLdFmbsZn69Orc0wuyE3DAfZQW5HyPqBmAHyyU_mvsn00aeQU6p7X56c5fUyedktJW2Cz2FJgiCd-i0lgOuAw?key=XP4j2za7k7qD7YyFmxF1zg) Source: [Instagram](https://www.instagram.com/stories/highlights/17863028311831707/) ### Showcase creativity Stories thrive on genuine, creative content. Don’t be afraid to experiment a bit with things like stickers of your logo, a quirky catchphrase, or custom GIFs that[ show off your brand personality](https://www.cmoalliance.com/how-to-create-brand-narratives-that-resonate-with-your-audience-2/). Experimenting is the best way to find out what content works for your audience and what you should focus on. ### Instagram Story video hooks Struggling to find a hook? Here are some ideas to inspire you: - Start with a surprising move immediately to pique curiosity. - Ask a probing question. - Tease a glimpse of behind-the-scenes content. There are plenty of phrases that capture attention and work well as a hook, but be careful not to venture into “clickbait” territory. You need to follow through on the promise. Here are some examples: - “Did you know that…” - “You’re doing this wrong” - “Quick reminder!” - “X hacks for…” - “If you’re struggling today, remember this…” Here’s a great example from Apple TV: ![A person looking back at something AI-generated content may be incorrect.](https://lh7-rt.googleusercontent.com/docsz/AD_4nXdpxHTTiVhn0mYvVaaRh2_QBnuQZSUazawlrlRKtUMm9ByqX9UN_oOY8ONUifda6N1PHT5dCaK2FvmxfA8uPb1_6oyAH5zpdtcEfKYOyE2go0k2qsRYCJMOovg72DoC5jGFITr5Tw?key=XP4j2za7k7qD7YyFmxF1zg) Source: [Instagram](https://www.instagram.com/stories/highlights/18254888248227094/) ## Learn your hook for Instagram success It only takes a few seconds to make a real impact with Instagram Stories. Use these tips to create your own captivating Instagram Story hook and get your audience coming back for more. --- ### About the author [Torrey Tayenaka](https://www.thesparkhouse.com/team/torrey-tayenaka) is the co-founder and CEO at Sparkhouse, an Orange County based commercial video production company. He is often asked to contribute expertise in publications like Entrepreneur, Single Grain and Forbes. Sparkhouse is known for transforming video marketing and advertising into real conversations. Rather than hitting the consumer over the head with blatant ads, Sparkhouse creates interesting, entertaining and useful videos that enrich the lives of his clients’ customers. In addition to Sparkhouse, Torrey has also founded the companies Eva Smart Shower, Litehouse & Forge54. --- *Download our* [*win-loss ebook*](https://www.productmarketingalliance.com/how-to-win-at-win-loss-ebook/) *if you're ready to turn passive reporting into active revenue.* [How to win at win-loss eBookTired of running win-loss programs no one listens to? Get Corporate Visions’ expert guide to turn your insights into revenue impact. Download the free ebook now.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-512x512-1-2.png)Product Marketing AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/How-to-win-at-win-loss-1.png)](https://www.productmarketingalliance.com/how-to-win-at-win-loss-ebook/) ### How influencer marketing can be a revenue driver [Video] URL: https://www.cmoalliance.com/how-influencer-marketing-can-be-a-revenue-driver-video/ Last updated: 2025-06-19T10:58:15.000Z --- --- ### AEO for the CMO: An Actionable Maturity Model URL: https://www.cmoalliance.com/reposition-your-brand-with-aeo/ Last updated: 2026-01-25T10:31:15.000Z Your brand is showing up in AI-powered search. But the real question is: how well? AI-first experiences are reshaping how your audience finds and engages with your brand. While most marketers scramble to keep up, the smartest CMOs are rewriting the playbook. In this exclusive live session, **Guy Yalif, Chief Evangelist at** [**Webflow**](https://webflow.com/enterprise?utm%5Fsource=cmo-alliance&utm%5Fmedium=content-syndication&utm%5Fcampaign=2025-07-highly-efficient-marketing-teams-ebook), introduces The AEO Maturity Model, a framework to help you move from optimizing for Google to positioning your brand for AI-driven discovery and conversion. This isn’t SEO 2.0\. It’s a new mindset for winning in an AI-first world. [Watch OnDemand](https://pmmalliance.ondemand.goldcast.io/on-demand/a63c8d7e-63cd-4449-9884-b599df693078) ### What you'll take away: - A clear understanding of your organization’s **AEO (Answer Engine Optimization) maturity** and how to move up the curve - The key differences between **AEO and SEO** (and why confusing them could cost you visibility) - How to get your brand to **show up and stand out** in LLMs, AI assistants, and agent-powered search experiences - How to craft **emotionally compelling** stories in AI-driven systems. - How to **measure success** in a world where rankings are fluid, answers are synthesized, and conversions look different ### Why attend? You're not just optimizing for keywords anymore, you’re optimizing for **AI-driven decision-making**. This session is for CMOs and senior marketers who: - Are unsure how or where their brand appears in AI-powered results - Struggle to translate traditional SEO tactics into the new search landscape - Need to quantify the impact of AI-first brand strategy - Want a concrete, actionable framework to guide their team’s evolution Secure your spot now and gain the strategic clarity, tools, and confidence to lead your brand through the next major shift in digital marketing. ### Brand and marketing: The ultimate power couple URL: https://www.cmoalliance.com/brand-and-marketing-the-ultimate-power-couple/ Last updated: 2025-06-19T14:15:20.000Z Some duos are simply iconic—think Ariana Grande and Cynthia Erivo in *Wicked*, where one delivers the high notes and the other brings the depth, creating something greater than the sum of its parts. Separately, they shine, but together, they’re unforgettable. And when it comes to growing a business that people don’t just notice but genuinely connect with, [brand](https://www.cmoalliance.com/which-comes-first-the-brand-or-the-product/) and [marketing](https://www.cmoalliance.com/balancing-art-and-science-when-does-marketing-need-intuition/) are the ultimate power couple. Too often, companies treat [brand](https://www.cmoalliance.com/how-to-get-more-from-brand-marketing-analytics/) and marketing as interchangeable. But understanding their distinct strengths and how they amplify one another is the secret to not only building a community of advocates, but also driving [sustainable](https://www.cmoalliance.com/what-is-sustainable-marketing/), successful growth. One without the other? It’s like throwing the biggest party of the year but forgetting to send the invites. You need both to make an impact. ## **Brand is the experience. Marketing is the invitation.** Marketing gets people through the door—it’s the invitation, the hype, the reason someone pauses their scroll and pays attention. It sparks interest and draws people in. But brand? Brand is what makes them say yes to the invitation—and what makes them want to stay. It’s the energy, the way they’re greeted, and how they feel in that moment—and long after. Brand is what turns a one-time visitor into a lifelong advocate. Both serve different purposes, and both are essential. [How brand building influences every major business decisionIn today’s competitive landscape, brand building extends beyond logos and slogans. It’s a strategic imperative influencing every company decision.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--155.png)CMO AllianceMarilena Christodoulides![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Sharing_Article_Images_Author-Text-1-1.png)](https://www.cmoalliance.com/how-brand-building-influences-every-major-business-decision/) ## **Marketing gets attention. Brand builds loyalty.** Marketing often gets the spotlight—and rightly so—because it drives immediate results. It creates visibility, fuels the pipeline, and drives [conversion](https://www.cmoalliance.com/user-intent-the-true-secret-to-amazing-conversion-rates/). But without a strong brand experience, that attention is fleeting. On the flip side, even the best brand needs marketing to reach the right people. A brand without marketing is like an incredible restaurant with no sign out front—people have to stumble upon it to know it exists. Marketing delivers fast, measurable results in the short term—and that’s invaluable. [Sustainable growth](https://www.cmoalliance.com/how-cmos-should-get-their-teams-ready-for-growth/) takes investment and the understanding that you’re playing the long game. Your brand needs runway to build trust, loyalty, and emotional connection—because that happens over time. The companies that go the distance are the ones that invest in both. It’s just as risky to overinvest in brand without driving [demand](https://www.cmoalliance.com/10-strategies-to-drive-demand-generation-despite-budget-cuts/) as it is to focus solely on short-term wins. Because when brand and marketing work together, customers don’t just buy once—they become return customers and ultimately, trusted advocates. ## **AI: The ultimate amplifier for brand and marketing** AI is changing the game. It’s not just a tool for efficiency—it amplifies reach, personalizes experiences, and optimizes engagement. Marketing uses AI to fine-tune targeting and predict customer needs, while brand ensures [AI-driven interactions feel authentic and human](https://www.cmoalliance.com/balancing-ai-and-human-creativity-in-modern-marketing/). AI can bring people in, but brand ensures trust and emotional connection. Without a strong brand, AI-driven marketing risks feeling impersonal and robotic. When done right, AI doesn’t replace brand or marketing—it amplifies it. [Ways AI can help you build stronger connections with your customersLearn practical ways marketers can leverage AI tools to build lasting connections with customers.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--156.png)CMO AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Ways-AI-can-help-you-build-stronger-connections-with-your-customers.png)](https://www.cmoalliance.com/ways-ai-can-help-you-build-stronger-connections-with-your-customers/) ## **Building the power couple: Ways to align brand and marketing** So how do you ensure brand and marketing work together? ### **Get clear on your brand first** What do you stand for? How do you want people to feel when they interact with you? Before marketing can do its job, the brand needs to be clear. Create a simple, focused brand framework that outlines mission, values, [personality](https://www.cmoalliance.com/story-masters-3-the-characters-in-your-brand-stories/), and tone. Go deep. Talk to a wide range of customers across verticals and regions to understand what they associate with your brand (and what they don’t). Test it. If a new hire or partner can’t describe your brand in a sentence, clarify your [message](https://www.cmoalliance.com/more-than-just-talking-messaging-and-positioning/). ### **Find your brand champions** Your employees are your best advocates. If they’re connected to what your brand stands for, customers will feel that, too. This starts with internal [alignment](https://www.cmoalliance.com/proactive-approach-sales-marketing-alignment/)—making sure every team member understands the company’s mission, values, and voice. Go beyond visual identity. Help your teams internalize the story you’re telling and the role they play in it. Encourage them to share their own perspectives—on social, in meetings, with customers. Celebrate their voices across content and campaigns. When employees feel like they belong to something bigger, they naturally become brand [ambassadors](https://www.cmoalliance.com/become-an-cmoa-ambassador/). ### **Align marketing with the brand experience** Every campaign should reinforce—not contradict—your brand story. Every ad, every webpage, every touchpoint should bring your brand to life. Going beyond visual consistency and ensuring your voice, message, and values always shine through. Schedule check-ins between your marketing and brand teams to stay aligned. Consistency breeds trust, and trust builds [loyalty](https://www.cmoalliance.com/brands-in-the-age-of-irrational-advocacy/). ### **Think beyond the sale** What happens after someone buys? What makes them come back? Your [customer journey](https://www.cmoalliance.com/the-significance-of-customer-experience-in-modern-marketing-a-guide-for-cmos/) doesn’t end when someone clicks “buy.” That’s when it begins. What kind of experience do you deliver post-purchase? How are you following up? Are you showing up with relevant content, offers, and support? Loyal customers aren’t created by accident, they’re nurtured. Think about how you can use branded touchpoints to celebrate milestones, thank buyers, or invite customers to provide feedback. ### **Use AI wisely** Let AI optimize efficiency but keep brand at the heart to build lasting trust. AI is a powerful tool, but it should never replace the heart of your brand. Use it to optimize where it makes sense, but always filter outputs through a human lens. AI can help you scale, but it’s your brand that ensures those interactions feel personal, thoughtful, and on-message. The most effective uses of AI happen when it empowers marketers while keeping the [emotional connection](https://www.cmoalliance.com/story-masters-4-emotional-connections-in-brand-stories/) front and center. ## **Brand and marketing: Stronger together** Like any great power couple, brand and marketing are stronger together. Marketing grabs attention, while brand builds connection. Just like a showstopping performance needs both star power and depth, a successful business needs marketing’s reach and brand’s staying power. A company that leads with marketing might generate quick wins. One that leads with brand might strengthen reputation or [awareness](https://www.cmoalliance.com/how-to-make-the-case-for-brand-awareness/). But the companies that bring both together—intentionally and consistently—build lasting customer relationships that drive growth, advocacy, and revenue. That’s the real power of brand and marketing in sync: not just attracting buyers but creating value that compounds over time. --- *Download the* [*CMO's Guide to Measurement*](https://www.cmoalliance.com/the-cmos-guide-to-measurement-report/) *to get actionable insights that will help you to make smarter, data-driven decisions.* [The CMO’s Guide to Measurement: Master Marketing ImpactHow triangulation shows marketing’s true impact![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--153.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/The-CMO-s-guide-to-measurement-4.png)](https://www.cmoalliance.com/the-cmos-guide-to-measurement-report/) ### From cult favorite to category leader: The brand marketing formula behind Health-Ade’s success URL: https://www.cmoalliance.com/cult-favorite-to-category-leader-health-ade-brand-marketing/ Last updated: 2025-11-24T11:16:54.000Z Let me start with a confession: the title of this article includes two big lies: 1. The idea that brand differentiation is the secret to success. 2. There’s some kind of super-secret magic formula I’m about to hand you that’ll instantly unlock market leadership. So yes, we’re sitting on a bit of a throne of lies here, and I say that as someone who’s spent the last 15 years immersed in these very topics. I’m **Charlotte Mostaed**, **Chief Marketing Officer** at **Health-Ade** – the kombucha brand that started at the farmers' market and grew into a household name on shelves across the U.S. Along the way, we’ve learned a lot about what it really takes to grow – and it’s not always what the textbooks say. What follows isn’t a fairy tale; it’s a behind-the-scenes look at what actually works. Here’s a taste of what you’ll find: - Why distinctiveness beats differentiation - What [behavioral science](https://www.productmarketingalliance.com/hacking-human-nature/) tells us about how (and why) people really buy - The [brand marketing strategies](https://www.revenuemarketingalliance.com/top-strategies-for-creating-a-standout-brand-in-2025/) we rely on at Health-Ade – and how you can adapt them - How to measure success without getting lost in [attribution](https://www.revenuemarketingalliance.com/the-marketing-attribution-ebook/) chaos Let’s get into it. ## The myth of the winning formula Let’s start with the so-called “winning formula.” You’ve probably heard some version of this before: You identify a super unique [audience segment](https://www.revenuemarketingalliance.com/customer-segmentation-what-is-it-and-how-does-it-help/) – the exact person who’ll fall in love with your product. Then, you figure out what makes them tick, find the perfect place to reach them (maybe at a yoga festival, if you’re in the kombucha biz), hand them a sample, and boom – growth takes off. Except… no. I just don’t buy it. [![An image debunking a "winning formula" for growth, showing "Unique audience segment FALSE + Super special bespoke tactics = GROWTH!". To the right, various Health-Ade kombucha bottles and Sun Sip cans are displayed.](https://lh7-rt.googleusercontent.com/docsz/AD_4nXeHWGnocxbqAW1Ca6igqpQ60btDhz1RtxHkRbwmBWRUVZqENESp4j8JAFS8hL72VO3UHAj-OhrIqNHgGl0iCrSBZOLna6i4G--5D6CEHsqKAETTNcnerZIpDqSd2lunEz9nxJ2JeA?key=3Qji7W5RDV4ecLnpemLOVg)](https://www.cmoalliance.com/cult-favorite-to-category-leader-health-ade-brand-marketing) **Image courtesy of Health-Ade* ### The problem with segmentation Here’s where the winning formula for growth starts to fall apart for me: [segmentation](https://www.revenuemarketingalliance.com/ai-driven-customer-segmentation/). People always ask: “Who’s your target market?” “Who are you trying to reach?” My real answer? *Everyone.* Anyone can drink kombucha – and honestly, we think everyone should. A healthier gut means a healthier, happier you. So, if Health-Ade is in 80% of grocery stores, why narrow our reach? Why chase an ultra-specific persona when broad appeal is already within arm’s reach? We’ve got to let go of this idea that there’s a perfect segment, or a perfect formula for success. ## Why brand distinctiveness beats differentiation Now, onto the myth of brand differentiation. The way we typically think about it is all about unique product features, performance, and attributes. We think we just need to do something 20% better than the competition. However, when you talk to your consumers – even your most loyal fans – they often can’t tell you *why* you’re different from any other brand. What they *can* recognize, though, is **brand distinctiveness**. That’s what really matters. [![A slide defining "Brand differentiation" as features or attributes different from competitive products, and "Brand distinctiveness" as sticky, memorable cues that help identify the brand. To the right, various Health-Ade kombucha bottles are shown on ice.](https://lh7-rt.googleusercontent.com/docsz/AD_4nXfYtpQoSQiaXT205fXIcCTETuyZlML-zHGnAkwH-XI1dc1BMUpmgko0UFTbZNHOOZ6IP1sfwYvRhp0OotIKnJcaIbUxNNZ_0Czu1VuBMtSJl_Bp-sTlRaIqTs53HD7uMYjG9ws1?key=3Qji7W5RDV4ecLnpemLOVg)](https://www.cmoalliance.com/cult-favorite-to-category-leader-health-ade-brand-marketing) **Image courtesy of Health-Ade* [Distinctiveness](https://www.revenuemarketingalliance.com/what-they-think-the-psychology-behind-good-product-marketing/#distinctiveness) is about those sticky, memorable brand assets that hit people in the gut – the stuff that makes you instantly recognizable and emotionally resonant. That’s not to say differentiation doesn’t matter. Especially early on, when you're trying to get on shelves, you *need* to show what sets you apart. When Health-Ade launched, it was all about being small batch, organic, and founder-led – and that helped us earn our place. I still talk about product-level differentiation all the time. But what I’m really chasing now, especially as an [awareness](https://www.revenuemarketingalliance.com/brand-awareness/)\-driven marketer, is distinctiveness. That’s what sticks. That’s what builds memory. And that’s what makes people care. ## Why I stopped chasing outdated marketing playbooks So here I am, casually tossing out some of marketing’s most beloved frameworks – segmentation, secret formulas, the whole kit and caboodle. But am I doing this in isolation? Not at all. This approach is grounded in the philosophy behind [*How Brands Grow*](https://marketingscience.info/how-brands-grow/). When I was at P&G, the entire company went through an internal learning journey based on this book, and for good reason. For this book, the Ehrenberg-Bass Institute, led by Byron Sharp, used real-world data to uncover what *actually* drives brand growth. Instead of relying on theory, they tested classic models – the Six Ps, segmentation, targeting – and asked the big question: does any of this truly move the needle? Turns out, a lot of what we thought mattered… didn’t. ## The power of neuroscience in marketing One of the things I find most fascinating about the philosophy behind *How Brands Grow* is how rooted it is not just in data science, but in neuroscience. There’s a great [explainer video](https://www.youtube.com/watch?v=kjH6TS3ZK%5Fs) that breaks this down beautifully. In it, the team at Intermark Group digs into the psychology behind consumer decision-making, referencing Daniel Kahneman’s *Thinking, Fast and Slow*. The gist? We all operate with two systems: - **System 1** is fast, intuitive, and automatic – think muscle memory. - **System 2** is slow, deliberate, and effortful – think writing a strategy doc or preparing a presentation. Here’s the kicker: **90%** of our decisions are made by *System 1*. That’s right – most people aren’t consciously analyzing your brand’s benefits at the shelf. They're going with what feels familiar, easy, and memorable. So, if most of our audience is running on autopilot, your job as a marketer is to make sure your brand fits neatly into that autopilot mode. The takeaway? Simple, distinctive branding wins. Complex messages don’t stick. [Memorable brands](https://www.revenuemarketingalliance.com/the-importance-of-brand-experience-with-examples/) get chosen. [![A slide titled "What does this mean for marketers?" lists seven points about continuously reaching buyers, ensuring ease of purchase, getting noticed, building memory structures, creating distinctive communication assets, being consistent, and staying competitive. Below, two stylized male heads are shown, one next to a green box labeled "Mental availability" and the other next to a green box labeled "Physical availability".](https://lh7-rt.googleusercontent.com/docsz/AD_4nXcPWhbXbPgEntRWxjBuByAYnDI_5ltdijkajLLdzLE-7EUePTAfbzFq0rC4kj3myCheHrWj_whTsP3JZ4J-C3GIcl0XT4Cda-rbEBkwufBYUDPjK5fhtKnAd47W7MNUhL260ROEkw?key=3Qji7W5RDV4ecLnpemLOVg)](https://www.cmoalliance.com/cult-favorite-to-category-leader-health-ade-brand-marketing) **Image courtesy of Health-Ade* That’s why the best marketing doesn’t just *tell* people why to choose you – it makes you impossible to ignore. Think Super Bowl commercials. These big, bold campaigns aren’t just about flash – they’re about reaching millions of people and embedding your brand into their memory structures. It’s about being recognizable, easy to buy, and top of mind when it matters most. At the heart of this is a simple principle: you need to build two types of availability. - **Mental availability**: Are people thinking of you when they’re ready to buy? - **Physical availability**: Can they actually find you when they go looking? Nail both, and you’re setting your brand up for real, lasting growth. ## Making your brand easy to buy (and impossible to miss) Let’s talk about those two key pillars – physical availability and mental availability – and what they mean in practice. [![A slide comparing "Physical availability" and "Mental availability." Physical availability is described as lowering the friction to buy through distribution, pricing, merchandising, promotion, shelving, and relentless pursuit of being "EVERYWHERE." Mental availability is described as always-on awareness marketing, relentless, consistent use of iconic assets (logo, product), and distinctiveness (unique and easy to recall). A cartoon titled "Inside the mind of a consumer" is shown.](https://lh7-rt.googleusercontent.com/docsz/AD_4nXdUaGOGwMCeFYyHajHsEyHT6cX36O9-4qC9C7u3PWIXmtF_UL4NmZ7qWxREyAcd0sMmXIExadX6NE0-mAMjWjHYo9WIE1Xc7lPgkmSt2kC2FsdRATjQfxYyB4bnhgJ8U_FeksdnVw?key=3Qji7W5RDV4ecLnpemLOVg)](https://www.cmoalliance.com/cult-favorite-to-category-leader-health-ade-brand-marketing) **Image courtesy of Health-Ade* ### Physical availability: Don’t be precious, be everywhere Your distribution team is going to do a lot of the heavy lifting here, getting your product on shelves and into the hands of consumers. However, marketers still play a huge role in reducing the friction it takes for people to buy. That means ensuring your product is easy to spot from ten feet away, making your packaging pop, and embracing a “relentless pursuit of everywhere” mentality – not getting precious about which stores are “on brand.” At Health-Ade, we had to shift our mindset from “We’re a Whole Foods kind of brand” to “We belong wherever our consumers are.” Today, two of our fastest-growing channels are Aldi and Walmart – and we’re not mad about it. We also focused hard on a “core four” strategy, identifying our four top-performing flavors and pushing to get them everywhere. Because once someone falls in love with a flavor, if they can’t find it again, they’re gone. ### Building consistent branding When I joined the team, I took one look at our shelf presence and saw some issues. Our packaging wasn’t consistent. Our signature anchor logo kept changing colors depending on the flavor – fun, sure, but not exactly memorable or easy to recognize. [![An image showing two rows of Health-Ade kombucha bottles. In the top row, the anchor label appears in various colors. In the bottom row, all the anchors are on a white background, while the main parts of the labels are colored according to flavor.](https://lh7-rt.googleusercontent.com/docsz/AD_4nXcXCLpfYWE07JmGCQiNL3ehsIPXXNKJ4czvhJPfrfnXXVWYtpHIYQlzkptDc20Be6_HXH5gdblNxJOr2pq1cWt9Os3WcLR8a85PlRbxgH7DU7P6mhj0i_BU9dDOVih7p-6nkdzZgQ?key=3Qji7W5RDV4ecLnpemLOVg)](https://www.cmoalliance.com/cult-favorite-to-category-leader-health-ade-brand-marketing) **Image courtesy of Health-Ade* So in 2021, we started codifying our visual identity. We locked in the anchor with a white background as a constant brand signpost – no more color roulette. We also made it way easier to navigate the shelf by introducing clearer color and appetite cues for each flavor – so you didn’t have to squint to find your favorite. ### Mental availability: Build memory, not just awareness Now for the heavy lift: mental availability. This is where marketers earn their keep. It’s about building memory structures so your brand comes to mind *at the right moment* – even if that moment happens weeks or months after exposure. _This post is for subscribers only._ ### How to adapt your SEO strategy for the AI search revolution URL: https://www.cmoalliance.com/search-is-changing-google-ai-mode/ Last updated: 2025-09-04T12:41:19.000Z Have you noticed something different about how you've been searching lately? Perhaps you find yourself asking ChatGPT a series of questions instead of digging through dozens of Google results. Or maybe you find yourself getting instant answers from AI Overviews instead of ever clicking through to resources on the open web. If so, you’re not alone. User search behavior is undergoing a seismic shift. More queries than ever are ending without a single click to a website, and many people are turning to AI-powered assistants for instant (and increasingly comprehensive) answers. In fact, [around 64% of Google searches in the US](https://sparktoro.com/blog/2024-zero-click-search-study-for-every-1000-us-google-searches-only-374-clicks-go-to-the-open-web-in-the-eu-its-360/) now end without the user clicking through to any external site. It should go without saying that this is bad news for online publishers and businesses that have had success in building their pipelines on the back of organic traffic (looking at you, B2B SaaS providers). --- --- ## What’s driving the shift? There are a few factors behind these changes in search behavior. Users want faster, more direct answers – and the tech is finally catching up to those expectations. LLMs are remarkable for their ability to deliver straightforward answers in a conversational tone, allowing users to bypass any interaction with human-generated resources. Crucially, Google has taken notice. In mid-2023, it [rolled out AI-generated summaries (the Search Generative Experience)](https://www.revenuemarketingalliance.com/seo-2-0-how-to-adapt-to-the-future-of-search/) at the top of search results for many queries. Early data from Google’s tests showed that these AI answers actually increased search engagement; CEO Sundar Pichai reported that users performed more searches, and were more satisfied, when AI summaries were present. (And if you don’t believe them, [data from Kevin Indig points to something similar](https://www.growth-memo.com/p/the-first-ever-ux-study-of-googles)). Note, though, that users are performing more *searches.* Not necessarily more *clicks*. [Research from Ahrefs](https://searchengineland.com/google-ai-overviews-hurt-click-through-rates-454428) goes as far as to suggest that the presence of an AI Overview can cause a 35% decrease in click-through for organic results. Meanwhile, outside of Google’s ecosystem, the growth of ChatGPT (and similar tools like Claude and Perplexity) is itself a driver of change. ChatGPT became the fastest-growing app in history, and by early 2025, it was handling an estimated 37 million “search-like” queries per day. Its rapid adoption tells us that consumers are eager for on-demand, personalized answers. Why scroll through a dozen links for a product recommendation or a how-to guide when an AI can synthesize it for you in seconds? ### What comes next? The reshaping of organic search is far from over. Google’s AI Mode – which is now available to all users in the US – is proof that the search giant is intent on doubling down on answer generation within its core product. ![Example of AI Mode for the query "best CRM software"](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/06/image.png) AI Mode is notable for its absence of blue links. AI Mode represents a fundamental rethinking of how information is discovered and consumed online. Think of it as Google's effort to future-proof its status as the only search engine that matters – and that means winning market share back from ChatGPT. ## How does Google's AI Mode *actually* work? Once we accept that AI Mode is coming, our attention ought to shift to understanding how it works, and how it differs from traditional search. It’s not an exaggeration to say that AI Mode represents a fundamental shift in how search engines process and expand user queries. At the heart of this transformation lies a technique called "query fan-out," which changes how content gets discovered, cited, and surfaced to users. ### How does query fan-out work? [Query fan-out is Google's method](https://arxiv.org/pdf/2305.03653) of transforming a single user query into a constellation of related searches that happen invisibly in the background. When someone searches for "best CRM software for small business," Google's AI doesn't just look for content matching those exact words. Instead, it generates dozens of synthetic queries across seven distinct categories, each designed to capture different aspects of user intent and semantic meaning. According to Google's patent documentation, these synthetic query types include: - Related Queries (semantically adjacent concepts) - Implicit Queries (unstated user needs inferred through LLM reasoning) - Comparative Queries (decision-making scenarios) - Recent Query Context (conversational continuity) - Personalized Queries (user-specific variations) - Reformulation Queries (lexical alternatives) - Entity-Expanded Queries (Knowledge Graph relationships) For that "best CRM software for small business" search, Google might simultaneously explore queries like "CRM pricing comparison under $100/month," "Salesforce alternatives for startups," "CRM integration with email marketing tools," and "customer management software ROI for small teams." Each synthetic query retrieves its own set of candidate documents, creating a rich corpus of information from which AI can synthesize comprehensive responses. The process operates through what researchers call "dense retrieval" using vector embeddings (i.e. mathematical representations that understand meaning rather than just matching keywords), as opposed to sparse retrieval, which relies on exact word matches. --- *If you want to go even deeper on this topic, we recommend* [*Michael King's deep dive into AI mode*](https://ipullrank.com/how-ai-mode-works) *and Aleyda Solis'* [*detailed look at the query fan technique itself*](https://www.aleydasolis.com/en/ai-search/google-query-fan-out/)*.* --- ## What does AI Mode mean for marketers? The introduction of AI Mode has several implications for marketers and businesses more broadly. First, ranking becomes *probabilistic* rather than *deterministic*. Your content's visibility depends not just on traditional SEO factors, but semantic similarity scores, passage-level relevance, and alignment with AI reasoning chains. Second, personalization becomes deeply embedded in the process. Through user embeddings, Google tailors query expansion and content selection based on individual search history, location, and behavioral patterns. The content strategies of the future will be based around hyper-targeted queries – and content that addresses precise user segments. But most significantly, the unit of optimization has shifted from pages to passages. AI systems extract and cite individual paragraphs or sections that support specific reasoning steps, regardless of overall page authority. > A single sentence that effectively answers a synthetic query might be selected over an entire authoritative article that doesn't align with the AI's logical framework. ### From SEO to relevance engineering: an evolution The implications of these changes are far-reaching. Traditional SEO approaches, focused on keyword density, topic clusters, and page-level optimization, will almost certainly need to evolve into something more like "relevance engineering"— i.e. the systematic optimization of content for AI consumption and citation. Instead of targeting individual keywords, marketers should turn their attention to mapping out comprehensive semantic territories. Successful query expansion requires understanding not just the primary query, but the broader set of semantically-related queries that emerge from step-by-step reasoning processes. This means keyword research should simulate the query fan-out process, identifying not just obvious related terms, but implicit user needs, comparative scenarios, and personalized variations. ![Example of query fan-out semantic analysis output](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/06/image-1.png) ### Engineering content for AI citation The transformation promised by AI Mode doesn't stop at content planning and strategy. Going forward, content will have to be restructured for AI consumption. This means creating semantically complete passages that can stand alone when extracted by AI systems. Each section should answer specific questions directly, include relevant entities and data points, and be formatted for easy extraction. In other words, every paragraph should be crafted to potentially serve as a citation in an AI-generated response. This means front-loading key information, using clear attribution for data points, and structuring content in scannable, modular formats that AI systems can easily extract and recombine. This might take some getting used to. Properly structured pages in the AI era might feel like collections of standalone passages. The article you're currently reading certainly doesn't pass the test. ## Hyper-targeted content will become the norm Since AI Mode employs user embeddings to tailor responses based on individual search history, behavioral patterns, and contextual factors, the same query can produce dramatically different results for different users. The upshot of this is that broad, generalized content will become increasingly ineffective, while precisely targeted content that aligns with specific user segments should gain a significant advantage in AI citation and visibility. Businesses that understand this will pivot toward creating content variants that speak directly to distinct user personas and use cases. Rather than writing a single piece about "CRM implementation best practices", for example, successful content strategies now require creating separate resources for startup founders evaluating their first CRM, mid-market sales directors migrating from legacy systems, and enterprise IT teams managing complex integrations. This approach also extends to creating content that anticipates the different stages of awareness and expertise within each segment. AI systems generating responses for beginners will prioritize educational, foundational content, while responses for experienced users will favor advanced implementation details and comparative analysis. ## Your six-step action plan The transition from traditional SEO to relevance engineering represents more than a tactical adjustment: it's a complete reimagining of how content creates value. If this feels overwhelming, we have an action plan any marketing leader can start implementing today. - **Start by auditing your current content through an AI lens.** Review your highest-performing pages and ask: Could individual paragraphs stand alone as citations? Do your sections answer specific questions directly? Are you covering the semantic territory around your core topics, or just targeting exact-match keywords? Most existing content will need restructuring to succeed in AI-powered search environments. - **Restructure your keyword research methodology.** Begin mapping comprehensive semantic territories around your core topics. For every primary keyword, identify the implicit user needs, comparative scenarios, personalized variations, and reasoning steps that AI systems might explore. This requires thinking beyond search volume data toward user intent analysis and reasoning chain mapping. - **Implement passage-level optimization.** Every paragraph should be crafted as a potentially standalone citation. Front-load key information, include clear data attribution, and structure content in modular formats that AI systems can easily extract and recombine. - **Develop hyper-targeted content variants for different user segments.** Create separate content variations that speak directly to distinct personas, use cases, and expertise levels within your target market. A single topic should spawn multiple resources, with each one optimized for different user contexts and semantic pathways. - **Build measurement capabilities for AI surfaces.** Traditional SEO metrics become less meaningful in a zero-click world. Start tracking AI citation frequency, passage extraction patterns, and brand mention prominence in AI-generated responses. - **Invest in comprehensive content ecosystems.** AI Mode's multimodal capabilities mean your content strategy must extend beyond text. Develop video explanations, podcast segments, interactive tools, and visual resources that can serve as source material for AI synthesis. Each format should be optimized for machine extraction while maintaining value for human consumption. The age of AI-powered search has arrived. The question isn't whether these changes will impact your business. It's whether you'll be prepared when they do. The time to begin this transformation is now, while competitive advantages can still be built and market positions can still be secured. ### What it really takes to be a high-impact CMO today: Strategy, execution, and resilience URL: https://www.cmoalliance.com/what-it-really-takes-to-be-a-high-impact-cmo-today/ Last updated: 2025-06-05T09:00:50.000Z A recurring theme in discussions about modern marketing leadership is the balance between strategic vision and execution. I've observed a gap between marketing leaders who are strategic thinkers and those who excel in operational execution. But the most effective CMOs today are those who can bridge this gap, transitioning between high-level strategy and hands-on execution. Now, this in itself is very rare, but not impossible. I want to share a bit of my perspective on how the CMO role has evolved and what I think is needed from these individuals to really make an impact in their organization. But first, a bit of context. ## **What’s driving this change?** Reflecting on my career, during the post-dotcom bubble era, resources were scarce, and CMOs had to be both strategic and operational. Later, at companies like Google, the emphasis shifted towards strategic thinking, often delegating execution to agencies. However, in today's environment, reminiscent of the early 2000s, there's a renewed need for CMOs who can adapt to resource constraints, drive demand generation, and directly contribute to execution. The current economic climate favors CMOs who have experienced various market conditions and can adapt their strategies accordingly. Particularly those who have relied solely on [brand-building](https://www.cmoalliance.com/how-brand-building-influences-every-major-business-decision/) without engaging in revenue-driven activities may find themselves at a disadvantage. It's crucial for modern CMOs to have navigated multiple go-to-market playbooks, understanding when to apply specific strategies and when to seek external expertise. In my opinion, the CMO's role is to bring external insights into the organization, informing strategic decisions with a deep understanding of market trends, customer behaviors, and competitive dynamics. [How are CMOs structuring their teams in 2025?The modern CMO isn’t just a marketer and the departments they lead in 2025 reflect that: agile, accountable, and aligned to what matters most.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--149.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/how-CMOs-are-structuring-teams--1-.png)](https://www.cmoalliance.com/how-are-cmos-structuring-their-teams-in-2025/) ## **The importance of balancing strategy and execution for CMOs today** For many marketing leaders, the big question is often the same: **how do I balance high-level strategy with day-to-day execution?** It’s not an easy thing to answer. In fact, what I observe is that there’s almost a chasm between marketing leaders who are strategic and those who are more operational. That gap creates real challenges, not just for companies trying to figure out who to hire, but for the CMOs themselves. There are very few people who can confidently navigate the strategic scope and still be hands-on when needed. And when I say hands-on, I don’t necessarily mean organizing events, though it could include that. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/06/Hands-on-leadership-and-trust.png) I mean being able to engage meaningfully at the execution level with your team. That versatility, the ability to shift between thinking and doing, is really important right now. Why? ### **Let’s zoom out and look at the last 25 years.** Right after the dotcom bubble, cash was super scarce. You couldn’t afford big teams. In those early days, we had one CMO, and that person had to be both strategic and operational. You had to define the direction *and* execute on it. There was no one else. In those setups, when you're cash-strapped, you need someone who can think ahead, understand the vision, and still get demand generation or revenue marketing moving. Ideally, someone who’s seen enough already to know what works and what doesn’t. Then, during the late 2010s and early 2020s, cash was again abundant. That period really favored people who could build brands because brand drives demand. The focus was on demand creation over demand capture. What mattered was whether you could lead, build a team, and shape a long-term narrative. But now? [CMO Insights Report | The state of marketing leadershipThe CMO Insights Report is here. Your definitive guide to the state of marketing leadership in 2025.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--151.png)CMO AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Insights_Report_2025_Meta-4.png)](https://www.cmoalliance.com/cmo-insights-report-2025/) ### **We’re back in a cycle where resources are tight.** That’s why some folks, especially those who’ve specialized in brand, are currently struggling. They may not be as comfortable with numbers. They’re not used to executing themselves. And if they’ve always relied on agencies, and suddenly the budget’s gone, it becomes very difficult to adapt. Another thing I’ve noticed: the CMO today needs to have seen multiple go-to-market playbooks and ideally, be capable of building their own. Too often, I see people try to copy and paste what worked in one company and apply it somewhere else without adjusting for context. But playbooks don’t transfer one-to-one. You have to know how to adapt, when to pivot, and when to admit you’re out of your comfort zone. At the very least, a CMO should recognize when that happens — and know when to lean on their network for support. ## **So, how should marketing leaders close that gap?** Let’s break this down into two phases. The first piece is curiosity. I don’t mean short-term, channel-hopping impatience, I’m talking about a sustained, professional curiosity. Every few years, take on something new. In my own path, I’ve touched demand generation, content, brand marketing, and later product marketing. Not because it was part of some grand plan, but because I wanted to learn. And I learned the hard way. Don’t learn from the books, learn from projects. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/06/Marketing---experience.png) Because marketing, at its core, is more art than science. Books can help shape your thinking, but they won’t teach you how to actually get things done. That’s something you have to live through. That kind of experience builds your credibility later. When you’re leading a team, you can speak eye-to-eye with the people doing the work because you’ve done it, too. Now, the strategic mindset — that’s something different. That comes from mentorship, from exposure to the right environments. Working at places like Google forced me to ask deeper questions: What’s happening in this market? What insight can we extract? And what should we actually do with it? So if you’re stepping into a senior role for the first time, I’d urge you to carve out time for strategy. In small teams, it’s easy to get lost in the operational grind. There are only three of you, and everything’s urgent. But if you don’t protect at least 25% of your time for strategic thinking, you lose altitude. You burn yourself out chasing tasks, and your team loses direction. The trick is translating that strategy back to the team in a way that creates real momentum. That’s where the “player-coach” concept comes in — a term borrowed from sales, but one that applies just as well to marketing. In smaller orgs, you can’t afford a leader who just “thinks.” You need someone who joins the trenches when needed, someone who can roll up their sleeves and say, “Here’s what we’re doing, and here’s why — now let’s build it together.” ![Norman Rohr, CEO at Finway shares that CMOs need to be player-coaches.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/06/Norman-Rohr.png) You don’t need to micromanage, and you shouldn’t. But your team needs to feel that you know what great looks like. That you understand buyer personas, that you’ve written messaging, that you can spot a bad landing page when you see one. And just as important, they need to feel like you're asking the right questions — not barking orders, but provoking better thinking. At Finway, I’ll often sit with our product marketer and draft messaging together. Not because I think I’m the best copywriter in the room — I’m definitely not — but because it shows we’re in this together. It accelerates learning, and it raises the bar across the team. That’s the biggest upside of being a hands-on leader: you earn trust faster (and, of course, see through the BS quicker). Your team sees that you're not just delegating from a distance. You're helping them grow. And when things go sideways — which they always do — that credibility makes all the difference. I learned this lesson the hard way, back in my finance days. Now, if I’m reviewing a project I don’t fully understand, I try to bring a helpful perspective. “Here’s how I’d think about it. What do you think?” That’s a coaching mindset — and it creates space for better outcomes. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/06/Player-coach-are-you.png) If you want to lead today, especially in fast-growing or resource-constrained companies, this is the model. It’s not about having the best ideas in the room. It’s about being close enough to the work that you can shape it. ## **How to thrive in periods of uncertainty** It’s a tough time, we have to acknowledge that. So, my first instinct when someone asks how to thrive in this kind of climate? Build resilient marketing. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/06/Three-C-s.png) Now, looking at the role of the CMO in this kind of environment – first of all, they need to motivate their team. But they also face tough constraints: Do you hire someone, or do you do it yourself? And more importantly: what’s the company actually on the hook for? We have to watch out, especially as a marketing team, that we don’t get pulled into a kind of short-term, sales-driven tunnel vision. Yes, we are part of the revenue organization. We need to deliver results. But we need to be mindful about **how** we’re allocating resources. As a CMO or marketing leader, your job right now is to focus the team. That doesn’t mean doing more with less — it means doing fewer things better. To me, that means picking the one, two, or three battles that will really move the needle and knowing why. What’s the opportunity? What’s worth investing in long-term? You always have to ensure that 50–60% of your attention is focused on carrying revenue now, but that has to be balanced with the longer-term investments. The stuff that takes time to build still needs to happen. It depends on the organization, of course, but that balance is key. ## **Here’s a challenge: CMOs are increasingly tasked with revenue targets.** There’s growing pressure right now to show short-term revenue impact. I get that. But if all marketing is just demand generation, you don’t need marketing anymore. You can hire demand gen inside sales. Marketing should absolutely support revenue, but if you roll it into sales, the thinking gets shorter and shorter. I came up through demand gen, but I’ll say it plainly: brand still matters. It doesn’t have to be expensive. You don’t need to shoot cinematic YouTube ads. Brand is how you show up, your messaging, your data storytelling, your distinctiveness in the market. If you’re clever, you can build strong brand perception on a lean budget. But you have to be intentional about it. [Where are marketing budgets being spent?Discover where marketing budgets are being spent in 2025, how CMOs are adapting to economic pressures, and tips for increasing ROI.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--150.png)CMO AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Stock--1-.png)](https://www.cmoalliance.com/where-are-marketing-budgets-being-spent/) One mistake I see? Marketing being rolled into sales. That’s when chances are pretty high that brand disappears completely, and so does long-term strategy. Once that happens, your job becomes feeding the machine. Suddenly, 60% of your energy goes to lead gen, then 70%, then 80%, until all you’re doing is chasing deals week to week. The big strategic levers (positioning, ICP clarity, buyer journey design) never get touched. And the company suffers for it. To be clear: I’d love to see more CMOs become CROs or even CEOs. But that requires something most CMOs haven’t had yet: sales experience. You can’t lead a go-to-market team if sellers don’t respect you. And they won’t if you’ve never carried a quota or helped close a deal. **Still, CMOs and CROs need to be allies.** So start with small wins. Feed them qualified leads you can stand behind. Build trust. And make sure you’re using a framework that helps show impact, even if attribution is messy. Build a causal chain in your head. Track real usage. Ask: is this content being used? Is it helping close deals? That’s how you show value. ## **To sum it all up** Now, if I could share some key takeaways from my experience in marketing, let it be these: 1. Today’s CMO needs to move fluidly between vision and execution, translating high-level goals into tangible outcomes and guiding their team through the doing. 2. Strategy without execution is fragile. Execution without strategy is directionless. The best CMOs aren’t one or the other — they’re player-coaches. They protect time for long-term thinking while staying close enough to the work to shape it. 3. Brand absolutely matters. Even in a downturn, your brand is working for you, and it doesn’t have to be expensive. Smart messaging, storytelling, and a clear point of view can go a long way when done with intent. 4. Real impact comes from experience, from having seen multiple go-to-market models and knowing when to adapt or throw them out. Copy-paste leadership doesn’t work. 5. Marketing should absolutely support the revenue engine. But when it’s reduced to lead gen only, strategy disappears. Great CMOs know how to serve short-term goals without abandoning long-term growth. --- *Join our growing* [*Slack community*](https://www.cmoalliance.com/join-the-community/) *for direct access to the best and brightest CMOs and marketing leaders.* [Community | CMO AllianceReady to connect with CMOs and top-level marketing executives all over the world? Join our community for an exclusive space for CMOs to network, share experiences and insights, and seek advice directly from other CMOs.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--152.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Meta_Image_Template-2-9.png)](https://www.cmoalliance.com/join-the-community/) ### How are CMOs structuring their teams in 2025? URL: https://www.cmoalliance.com/how-are-cmos-structuring-their-teams-in-2025/ Last updated: 2025-06-16T14:13:34.000Z The [CMO Insights Report 2025](https://www.cmoalliance.com/cmo-insights-report-2025/), powered by Invoca, gives a detailed look into how 119 CMOs across a range of company sizes and sectors are structuring their teams to meet the demands of the moment. From team size and role specializations to hiring priorities and [performance metrics](https://www.cmoalliance.com/how-to-get-more-from-brand-marketing-analytics/), one theme is clear: marketing is undergoing a structural transformation – leaner, smarter, more specialized, and more accountable than ever before. ## **Marketing teams are getting smaller but sharper** Despite the growing scope of responsibilities, most CMOs are operating with remarkably lean teams. Just **6%** of respondents reported departments with more than 100 people. In contrast, the majority (**62%**) have fewer than 25 marketing employees. Even more striking, nearly one in five (**19%**) report departments with fewer than 10 people, and **9%** of respondents are operating as fractional or solo CMOs. This isn’t necessarily a symptom of [budget cuts](https://www.cmoalliance.com/10-strategies-to-drive-demand-generation-despite-budget-cuts/) – though economic caution certainly plays a role. It’s also a deliberate strategic choice. CMOs are favoring small, [agile teams](https://www.cmoalliance.com/instead-of-a-perfect-marketing-organization-build-an-agile-one/) composed of high-impact specialists over sprawling, generalist-led departments. This means the focus is shifting from size to precision: [building teams](https://www.cmoalliance.com/how-cmos-should-get-their-teams-ready-for-growth/) where each member has a defined, performance-driven function tied closely to business outcomes. [Fractional leadership](https://www.cmoalliance.com/fractional-cmo-roles-benefits-and-challenges/) is also on the rise. While this [data](https://www.cmoalliance.com/zero-party-data-vs-first-party-data/) focuses on departmental structure, the 9% operating in fractional roles hint at a larger trend of companies turning to experienced CMOs on a part-time or contract basis – particularly among startups and resource-constrained environments. ## **Why generalists are in decline** So, if the [modern marketing team is leaner](https://www.cmoalliance.com/building-marketing-teams-in-the-age-of-ai/), it’s also much more specialized. A defining insight from the report is the **decline of the generalist**. In just one year, the proportion of marketing departments employing generalist roles dropped **from 69% to 52%**. In other words, almost one in five organizations have started deprioritizing generalists in favor of specialists in less than 12 months. This shift is most visible in roles like [SEO](https://www.cmoalliance.com/top-5-b2b-seo-strategies/), video marketing, and [social media](https://www.cmoalliance.com/5-strategies-to-beat-social-and-ai-at-their-own-game-2/). SEO roles alone rose by 7 percentage points. Video marketing saw a staggering 17-point increase, reflecting the growing dominance of short-form platforms and video-first strategies. Social media roles grew by 5 points, suggesting a continued appetite for real-time engagement. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXfJFRKppK-1IvdhqFDPIVdDdBisMlkjXBqGBNYb6U6MhAcUmU2QeD_VkbP0BtO3skUNk9GUOa6gtzwOyskZC-Ug29XXPS2EMWBfI1kDUOWnLC9Abnixs7AJpwKMuDQVFRW5FX5B?key=PCyAo89ohcGUz0FDKY0anQ) So, what’s driving this move to specialization? Part of the answer lies in the complexity of the platforms. As marketing ecosystems become more intricate, shaped by [AI-driven](https://www.cmoalliance.com/ways-ai-can-help-you-build-stronger-connections-with-your-customers/) search, algorithm changes, and fragmented media consumption, CMOs need team members who understand the nuances of individual channels. Because small mistakes can tank campaign performance, surface-level knowledge just isn’t enough. Moreover, increased investment in Account-Based Marketing (ABM) – which rose **from 27% to 41%** – further underscores a desire for roles that bridge [marketing and sales](https://www.cmoalliance.com/sales-and-marketing-alignment-boosts-revenue-generation/) and create [personalized](https://www.cmoalliance.com/personalizations-power-in-modern-advertising/), revenue-focused experiences. ## **Changing perceptions of what drives growth** The report doesn’t just look at who’s on the team, but what’s working. CMOs were asked to identify which channels contributed most to revenue and growth, and the results reveal changes in perceived value. [Content marketing](https://www.cmoalliance.com/content-driven-advertising/) and [demand generation](https://www.cmoalliance.com/the-united-strategies-of-marketing-abm-demand-generation/) (two activities often seen as foundational to growth) saw notable year-over-year declines. Content dropped **from 55% to 43%**, and demand gen **from 52% to 43%**. These changes could reflect a recalibration in expectations around top-of-funnel efforts, which are hard to tie directly to revenue. At the same time, email marketing grew in perceived importance, increasing **from 30% to 35%**. Product marketing rose even more sharply, **from 31% to 37%**. These are channels closely aligned with customer retention, product adoption, and measurable [ROI](https://www.cmoalliance.com/balancing-short-term-gains-and-long-term-brand-building-in-b2b-marketing/) – factors that have become more urgent in increasingly budget-conscious orgs. [Brand marketing](https://www.cmoalliance.com/how-to-get-more-from-brand-marketing-analytics/) and [paid media](https://www.cmoalliance.com/shocking-divide-between-media-strategy-and-execution/) held relatively steady, with modest gains or losses that suggest they’re still seen as useful but must now earn their keep in more [data-driven](https://www.cmoalliance.com/crafting-data-driven-narratives-that-resonate/) performance frameworks. SEO and [social media](https://www.cmoalliance.com/maximizing-your-social-medias-effectiveness/) remained stable, perhaps due to their long-term value and evolving roles in awareness and discovery. Together, these changes signal a shift toward full-funnel thinking. CMOs are not abandoning content or brand, but they’re increasingly evaluating everything through the lens of measurable impact. ## **Data literacy takes center stage** In a particularly telling insight, the report found that **data literacy has overtaken** [**creativity**](https://www.cmoalliance.com/cultural-flexibility-for-marketing-creativity/) as the most important hiring priority among CMOs. **62%** of respondents named it their top requirement, compared to **60%** for creativity. This marks a significant evolution in how marketing talent is evaluated. CMOs want marketers who can extract insights from data, build [attribution models](https://www.cmoalliance.com/are-we-doing-b2b-marketing-attribution-all-wrong/), optimize performance, and translate analytics into strategic decisions. Creativity is still critical but it's no longer sufficient on its own. Teamwork ability (**56%**) and foundational marketing knowledge (**54%**) also ranked highly, pointing to a preference for well-rounded professionals who can function collaboratively while delivering against [KPIs](https://www.cmoalliance.com/from-data-to-action-the-cmo-playbook/). This focus on data fluency is likely a response to ongoing scrutiny over [marketing ROI](https://www.cmoalliance.com/balancing-short-term-gains-and-long-term-brand-building-in-b2b-marketing/). With tighter [budgets](https://www.cmoalliance.com/where-are-marketing-budgets-being-spent/) and higher expectations, CMOs must now justify every dollar – and they need a team that can help them do that in real time. ## **Passion, curiosity, and inclusion still count** Peter Isaacson, CMO at Invoca, stresses the importance of passion and curiosity, calling them “the two traits that separate good marketers from great marketers.” He argues that in a climate of constant change – economically, technologically, and culturally – those who are driven to learn and adapt will thrive. John McKinney, Director of Marketing & Partnerships at Cornerstone Licensing, highlights another important point: the value of [inclusive hiring](https://www.cmoalliance.com/6-diversity-and-inclusion-strategies-you-need-as-cmo/). He shares how his team deliberately considers women returning to work after extended parental leave as a way to find high-caliber talent often overlooked by competitors. These perspectives serve as a reminder that while data may shape decisions, marketing is still fundamentally a human endeavor. The best teams are not just technically capable – they’re emotionally intelligent, curious, adaptable, and values-driven. ## **In short** CMOs are leading a full-scale redesign of how marketing teams operate. They are trading breadth for depth, size for specialization, and intuition for insight. In this new model: - Teams are smaller but more focused. - Roles are highly specialized and aligned to performance. - Channels are chosen based on direct contributions to revenue. - Hiring emphasizes analytical capability as much as creative potential. - Human traits like adaptability, curiosity, and empathy remain quietly powerful differentiators. The modern CMO isn’t just a marketer and the departments they lead in 2025 reflect that: agile, accountable, and aligned to what matters most. --- *For more stats and insights like these, get your copy of the* [*CMO Insights Report 2025*](https://www.cmoalliance.com/cmo-insights-report-2025/)*, your guide to understanding the modern CMO's priorities, strategies, and challenges.* [CMO Insights Report | The state of marketing leadershipThe CMO Insights Report is here. Your definitive guide to the state of marketing leadership in 2025.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--148.png)CMO AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Insights_Report_2025_Meta-3.png)](https://www.cmoalliance.com/cmo-insights-report-2025/) ### 4 key pillars of AI implementation: The CMO’s guide URL: https://www.cmoalliance.com/4-pillars-of-ai-implementation-cmos-guide/ Last updated: 2025-09-12T15:27:49.000Z Are your [generative AI initiatives](https://www.cmoalliance.com/how-cmos-can-keep-up-with-ai-innovations/) truly set up for success, or are you just scratching the surface of their potential? As organizations have leaned into AI over the last couple of years, it's become clear that there are three essential ingredients for successful generative AI implementations: 1. **Technology** 2. **Data** 3. **Ethics** However, there's a fourth, often overlooked, pillar that dictates success: **change management**. So, in this article, we'll explore the critical opportunities within these four key areas. You’ll discover how to choose the right technological approach, ensure data quality and governance, navigate[ the ethical complexities of AI](https://www.aiacceleratorinstitute.com/an-introduction-to-ethical-considerations-in-artificial/), and effectively drive organizational change to cultivate an organization that harnesses AI’s full potential. Let’s get into it. ## 1\. Choosing the right technological approach Selecting the appropriate technological path is paramount for long-term success in [generative AI](https://www.cmoalliance.com/navigating-the-pitfalls-of-generative-ai-and-its-responsible-use-in-marketing/). There isn't a one-size-fits-all solution; what's "right" depends entirely on your specific use case. There are three main approaches to consider: 1. **Commercial** 2. **Open-source** 3. **In-house** Let’s take a look at the pros and cons for each. ### Commercial models: Quick wins and low initial commitment Commercial models, such as [ChatGPT](https://www.cmoalliance.com/chatgpt-killer-content-or-content-killer/), Claude, and Gemini, are publicly available for a fee and offer a plug-and-play solution. - **Pros**: They’re incredibly quick to implement and often best-in-class for general applications. They also require very limited financial commitment in the short term, allowing you to experiment or run production applications with minimal initial investment. - **Cons**: You aren't building in-house capabilities or fine-tuning the model to your specific needs. Crucially, the long-term costs can be unpredictable. Many mid-sized companies offering marketing copy or social media post generation often build user interfaces on top of these models, meaning they don't add significant unique value from a model perspective. ### Open-source models: A cost-effective way to handle sensitive data Open-source models, like [Llama](https://www.aiacceleratorinstitute.com/developers-metas-llama-3-1-405b/) or Stable Diffusion (a text-to-image model), provide an alternative where you only pay for the computing power required. - **Pros**: Open-source can be the cheapest way to run your own model within your private cloud, offering a crucial layer of protection for highly sensitive intellectual property (IP) data that you want to keep secure from external internet sources. - **Cons**: This can be a false economy, as running large models on your own cloud or on-premise can be incredibly data and power-hungry. Additionally, open-source models aren't always the best technology available. I recommend using open-source primarily for managing highly sensitive IP data due to its ability to protect your information. ### In-house development: The long-term differentiator Developing your own in-house model is arguably the most challenging but potentially most rewarding approach for long-term results. - **Pros**: In-house capabilities are what will ultimately differentiate winning companies that generate revenue from their AI products and services. It's a significant differentiator in terms of unique value. - **Cons**: This path is incredibly expensive, requiring long-term commitment from the C-suite for both capital and human capital investments. It also demands huge amounts of data, which not every company possesses, and requires you to hire an entire dedicated team. ## 2\. Data: Quality, governance, and security are paramount One of the most critical lessons learned we’ve learned since generative AI burst onto the scene a few years ago is that data quality is as important as quantity – especially when it comes to marketing applications of AI. The old adage "garbage in, garbage out" has always been true for data-driven applications, but it's particularly relevant for generative AI. You must select the best [data](https://www.cmoalliance.com/from-data-to-action-the-cmo-playbook/) for your specific use case. It's not enough to simply select data; you also need to focus on how you clean and prepare it for use. There's a myth that you can just throw unstructured data at a model, and it will understand. While models are good at interpretation, you need to provide prepared data in a structured format to yield the best results. ### Robust data governance and integrity _This post is for paying subscribers only._ ### Decentralizing B2B marketing: CMOs' blueprint for success in a post-AI world URL: https://www.cmoalliance.com/decentralizing-b2b-marketing-cmos-blueprint-for-success-in-a-post-ai-world/ Last updated: 2025-06-26T14:47:04.000Z CMOnow is your chance to stream exclusive talks and presentations, hosted by marketing experts and industry leaders. It's a unique opportunity to watch the most sought-after marketing content. Each stream delves deep into a key marketing topic, industry trend, or case study. Simply sign up to watch any of our upcoming live sessions. 🎥 Access exclusive talks and presentations ✅ Develop your understanding of key topics and trends 🗣 Hear from experienced marketing leaders 👨‍💻 Enjoy regular in-depth sessions --- [Watch OnDemand](https://www.linkedin.com/events/7333043374293151745/comments/) AI is rewriting the rules of B2B marketing, and the centralized playbook isn’t cutting it anymore. Join us for a live session with **John W. Manley, Former CMO at Formidium**, as he breaks down why decentralization is key to future-proofing your marketing strategy. From embracing automation to evolving team structures, John will share how CMOs can lead the charge in a new era of AI-driven marketing. --- ### In this session, you’ll discover: 🧩 The essential components of a successful digital transformation 🤖 How to embed AI and automation into your marketing strategy 🛠️ The tools and tech every marketing team should have in their stack ⚠️ Common missteps in the race to digital—and how to avoid them 🚀 Best practices for building resilient, adaptive B2B marketing strategies Whether you're rethinking your roadmap or just getting started with AI, this session will help you steer your team into the future with clarity and confidence. --- ### Meet the speaker: [John W. Manley](https://www.linkedin.com/in/johnwmanley/), Former CMO, Formidium John Manley is a marketing leader with over 20 years of experience driving business growth and brand elevation. He excels in crafting GTM strategies, leveraging data-driven insights, and implementing segmentation to build meaningful consumer connections. John believes that brands are more than logos; they have the potential to touch lives and create lasting relationships. As an advertising agency veteran, John held strategic leadership roles at Ogilvy, DDB, and the Martin Agency, where he honed his marketing chops. Notably, he played a key role in reviving Alfa Romeo's US presence by crafting a customer journey centered on the stages of seduction. He also led an award-winning Super Bowl campaign for McDonald's, contributing to a turnaround of the burger giant’s business after a period of lagging sales and negative publicity. Additionally, John helped elevate Miller Lite's market share by reclaiming its position as the original light beer. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/05/John-Manley.jpeg) ### The power of predictive analytics​ for CMOs URL: https://www.cmoalliance.com/the-power-of-predictive-analytics-for-cmos/ Last updated: 2025-06-02T14:39:48.000Z > *“Predicting better than pure guesswork, even if not accurately, delivers real value. A hazy view of what’s to come outperforms complete darkness by a landslide. The Prediction Effect: A little prediction goes a long way.” – *Eric Siegel,** [***Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die***](https://www.amazon.co.uk/Predictive-Analytics-Power-Predict-Click/dp/1118356853) ## **What is predictive analytics?** Predictive analytics is about using historical data, statistical algorithms, and [machine learning](https://www.cmoalliance.com/artificial-intelligence-in-marketing-boosting-efficiency-and-creativity/) to predict future outcomes. Spotting trends plays a role, but it’s mainly about quantifying what’s likely to happen next in order to take action ahead of time. This is hugely useful for CMOs and marketing leaders because it helps you: - Identify the leads that are more likely to convert - Forecast the performance of your campaign before launch - Predict churn risk and customer lifetime value - Anticipate market demand and react accordingly Predictive models analyze information like web behavior, purchase history, and [social interactions](https://www.cmoalliance.com/maximizing-your-social-medias-effectiveness/), continuously refining data as more comes in – and making predictions more accurate over time. The predictive analytics market is projected to [grow to US$61.9bn by 2032](https://market.us/report/predictive-analytics-market/), with North America set to account for [46% of the market share](https://www.researchnester.com/reports/predictive-analytics-market/3926) by 2037. ## **Predictive vs. prescriptive analytics** It’s also important to mention prescriptive [analytics](https://www.cmoalliance.com/how-to-get-more-from-brand-marketing-analytics/) – after predictive analytics tells you what might happen, this advises you on what to do about it. In short, prescriptive analytics recommends actions based on your data (such as historical data and real-time inputs). It builds on predictive analytics but goes a step further by using [optimization](https://www.cmoalliance.com/revolutionize-and-evolve-your-linkedin-profile/) and simulation algorithms to suggest options. | | Predictive analytics | Prescriptive analytics | | ----------------- | ------------------------------------------------------- | ---------------------------------------------------- | | Purpose | Forecasts future based on historical data. | Recommends actions to achieve outcomes. | | Techniques used | Machine learning, statistical models, etc. | Decision trees, machine learning, simulation, etc. | | Question answered | What is likely to happen? | What should I do about it? | | Example | Predicting which marketing campaigns will perform best. | Determine the optimal marketing mix to maximize ROI. | On top of this, **predictive analytics** enables CMOs to forecast campaign results, customer behavior, and market shifts, whereas **prescriptive analytics** allows CMOs to better personalize strategies and drive performance. ## **Why predictive analytics is a CMO’s secret weapon** ### **Smarter budget allocation** With [marketing budgets](https://www.cmoalliance.com/where-are-marketing-budgets-being-spent/) increasingly under scrutiny, CMOs really need to prove the [ROI](https://www.cmoalliance.com/how-strong-brands-drive-roi/) of their efforts. Predictive analytics can help you do this more effectively, as it allows you to forecast where each dollar will have the most impact. For instance, you may want to prioritize channels with the highest predicted [conversion](https://www.cmoalliance.com/user-intent-the-true-secret-to-amazing-conversion-rates/) or [engagement](https://www.cmoalliance.com/putting-people-at-the-heart-of-your-brand-story/) rate based on past performance and behavior patterns, instead of spreading your budget evenly across several channels. ### **Higher customer retention** Customer churn is expensive but, more often than not, it can be avoided. Predictive models can flag at-risk customers before they disengage, enabling targeted interventions like personalized offers, [loyalty](https://www.cmoalliance.com/brands-in-the-age-of-irrational-advocacy/) nudges, or re-engagement campaigns. ### **Hyper-personalization at scale** Predictive analytics leads to better [personalization](https://www.cmoalliance.com/personalizations-power-in-modern-advertising/) because you’re analyzing signals like browsing behavior, purchases, and content interaction. So, you can better tailor your messages to your customers automatically. For instance, product recommendations before your customer even knows what they want, or content journeys that guide people seamlessly through the buying funnel. ### **Sales and marketing alignment** Predictive models allow sales teams to spend time on the right prospects (a.k.a., the ones most likely to close based on things like their past behavior). This makes it easier to improve the [handoff between sales and marketing](https://www.cmoalliance.com/proactive-approach-sales-marketing-alignment/), which, in turn, leads to better conversion rates. ### **Faster decision-making** Speed is crucial in marketing – you blink and the current trends have changed. So, by using predictive analytics, you can get real-time insights that allow you to pivot campaigns instantly or tweak your existing campaign. For example, a retailer could use it to determine the products that will be in demand next season, helping them to make better [purchasing decisions](https://www.cmoalliance.com/the-social-causes-that-most-influence-us-consumer-purchase-decisions/). ### **Revenue growth** By targeting the right customer at the right time with the right message, you can drive more sales. Predictive analytics can identify high-value customers, cross-sell or upsell opportunities, and the best possible pricing. ### **Competitive advantage** Acting on insights before your competitors do can make all the difference. If you spot and act on trends early, you can [innovate faster](https://www.cmoalliance.com/how-cmos-can-keep-up-with-ai-innovations/), adapt to changes quickly, and dominate market niches. In fact, Salesforce’s [Predictive Intelligence Benchmark Report](https://brandcdn.exacttarget.com/sites/exacttarget/files/deliverables/etmc-predictiveintelligencebenchmarkreport.pdf) says that predictive intelligence recommendations have been found to influence an average of 26.34% of total product orders, with the influence increasing to 34.71% after 36 months of implementation. ### **Customer segmentation and personalization** Predictive analytics can help CMOs and other [marketing leaders](https://www.cmoalliance.com/) serve more [relevant content](https://www.cmoalliance.com/content-driven-advertising/) and offers to customers, allowing them to boost conversion and engagement rates. For example, Netflix uses behavioral segmentation to recommend shows based on previous viewing habits, which helps them increase watch time and retention. To implement this, you can: - Integrate customer data from CRM, site behavior, and purchase history. - Use clustering algorithms (e.g., k-means, hierarchical clustering) to group users. - Sync segments with marketing automation tools (e.g., HubSpot, Salesforce). Some of the KPI benchmarks you should consider are open and clickthrough rates, [conversion rates](https://www.cmoalliance.com/user-intent-the-true-secret-to-amazing-conversion-rates/) by segment, and revenue per segment. [Zero-party data vs. first-party data: Top strategies for a privacy-first worldAs privacy regulations tighten and third-party cookies disappear, you must prioritize zero-party data and first-party data.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--145.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Doodles--27-.png)](https://www.cmoalliance.com/zero-party-data-vs-first-party-data/) ### **Customer lifetime value prediction** This helps you to identify and prioritize the highest-value customers for acquisition and retention. Amazon, for instance, estimates customer lifetime value to decide where to offer free trials or next-day delivery. In essence, investing more in customers who will bring them more value over time. So, you can use lifetime value insights in bid strategies on paid channels (such as Google Ads) and adjust your customer acquisition cost based on predicted customer lifetime value. ### **Churn prediction** This allows you to prevent or reduce [revenue](https://www.cmoalliance.com/from-cost-center-to-revenue-powerhouse/) loss by proactively re-engaging at-risk customers. A real-world example is Spotify monitoring drop-off in listening and login behavior – they send out emails and offers to boost retention before churn occurs. Some KPIs to consider are churn rate before and after intervention, increase in your retention rate, and net revenue retention. ### **Campaign optimization** Maximize your campaign ROI by predicting what performs best in terms of audience, message, time, and channel. Airbnb uses predictive analytics to determine the best timing and location for [ad campaigns](https://www.cmoalliance.com/personalizations-power-in-modern-advertising/), which leads to increased bookings. ### **Forecast demand** The goal here is to anticipate spikes or drops in demand so that you can optimize inventory, staffing, and promotions. Target predicts demand for products using sales data, holidays, and economic indicators (feeding into ad planning and supply chain). [CMO Insights Report | The state of marketing leadershipThe CMO Insights Report is here. Your definitive guide to the state of marketing leadership in 2025.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--146.png)CMO AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Insights_Report_2025_Meta-2.png)](https://www.cmoalliance.com/cmo-insights-report-2025/) ### **Better pricing strategy** You can predict optimal pricing to maximize your profit while also staying competitive. Uber does this by using dynamic pricing algorithms that adjust in real time based on demand predictions and driver availability. ### **Optimize your media spend** This means predictive analytics allows you to [allocate money](https://www.cmoalliance.com/10-strategies-to-drive-demand-generation-despite-budget-cuts/) across channels in a way that maximizes ROI on every dollar you spend. Vodafone Italia implemented an AI-based co-pilot to enhance their digital advertising strategies. By combining cross-channel budget optimization with scenario simulation, Vodafone streamlined their budget planning process, leading to a [13% increase in revenue](https://www.nexoya.com/dmexco-vodafone-shows-application-of-ai-based-scenario-simulation-from-nexoya-2/). So, predictive analytics allows you to collect performance data across all your channels and adjust your budget dynamically. ### **Predict brand sentiment** If you can identify and address issues before they become a real problem (or even before they appear), you can protect your brand. For instance, Nike analyzes social sentiment in real-time during product launches to spot potential backlash and adjust messaging. You can also use AI to process reviews and support tickets, flag anomalies, and set up alerts that your team can reply to. ### **Create a better content strategy** After all, with predictive analytics, you can [plan content](https://www.cmoalliance.com/dont-just-create-content-do-something-with-it/) that’s more likely to resonate with your audience, rank higher in SERPs, and convert. HubSpot uses machine learning to predict which blog topics will generate leads and organizes content calendars accordingly. This is something you can do as well. Analyze content performance by type, topic, format, and use AI to predict topic demand and the potential for engagement. ## **What is a downside of predictive analytics?** A key downside of predictive analytics is bias in the data. If the data used to train predictive models reflects societal biases, such as discrimination based on race, gender, or socioeconomic status, the predictions can reinforce that and learn to repeat them as well. This can lead to unfairness, especially in things like [hiring and recruiting](https://www.cmoalliance.com/your-guide-to-successfully-using-projects-in-your-hiring-process/). [What does it mean to value diversity?Did you know that companies with diverse teams are 35% more likely to have financial returns compared to their competitors?![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--147.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Doodles--33--1.png)](https://www.cmoalliance.com/what-does-it-mean-to-value-diversity/) This is a huge issue because it can lead to unethical decisions, companies might face legal consequences if their practices are discriminatory, and people will lose [trust](https://www.cmoalliance.com/building-brand-trust-in-a-new-era-of-data-privacy/) (employees and customers alike). Other downsides include: - **Data quality**: Predictive analytics need to be trained on complete and accurate data, as otherwise it can create misleading predictions. - **Overfitting**: This is when the model learns the “noise” in the data, details that aren’t relevant, instead of actual patterns. The result is that the model will struggle with new data because it never learned the real patterns. - **Black box nature**: This refers to when the predictive model gives you a result (like a risk score or [customer churn](https://www.cmoalliance.com/how-to-reactivate-churned-users/) prediction) but doesn’t clearly explain why it gave that result. ## **More predictive analytics use cases** Leading healthcare institutions like the **Mayo Clinic and the Cleveland Clinic** [use predictive analytics](https://www.businessinsider.com/ai-hospital-inventory-management-advice-mayo-clinic-cleveland-clinic-2025-5) to improve their inventory management. By employing AI tools, they can forecast supply shortages, streamline ordering processes, and optimize stock levels, which is crucial for reducing waste and ensuring critical supplies are available when needed. The **National Football League (NFL)** [employs predictive analytics to optimize its game schedules](https://www.washingtonpost.com/sports/2025/05/15/nfl-schedule-ai/). By analyzing vast amounts of data, including team performance, travel logistics, and broadcast ratings, the NFL can generate schedules that maximize viewership and ensure fairness across the league. > *“We’re starting to add a little bit more of the predictive analytics and the big data sets and really trying to make more science- and mathematics-based decisions while never completely removing the gut and feel.” – *Mike North, VP of Broadcast Planning** **WestRock** integrates predictive analytics into its smart packaging solutions. Using AI and machine learning, they [analyze supply chain data](https://deloitte.wsj.com/cio/from-pizza-box-recycling-to-ai-westrock-and-the-future-of-packaging-8b7cecac) to forecast demand and optimize inventory levels. This approach enhances productivity, reduces waste, and ensures timely delivery of packaging materials to clients. ## **In short** AI is making it easier for CMOs to use predictive analytics, and it’s fair to say that we’re moving towards a world where campaigns are optimized in real-time, messaging is always context-aware, and customer journeys are shaped by behavior and intent. --- *Struggling to prove the real impact of your marketing? You’re not alone.* *CMOs are feeling the pressure, which is why we created* [*The CMO’s Guide to Measurement*](https://www.cmoalliance.com/the-cmos-guide-to-measurement-report/)*, you’re go-to for AI-led strategies, smart triangulation, and better team collaboration.* [The CMO’s Guide to Measurement: Master Marketing ImpactHow triangulation shows marketing’s true impact![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--144.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/The-CMO-s-guide-to-measurement-3.png)](https://www.cmoalliance.com/the-cmos-guide-to-measurement-report/%C2%A0) ### Go viral: A 5-step human-centered social strategy URL: https://www.cmoalliance.com/go-viral-a-5-step-human-centered-social-strategy/ Last updated: 2025-11-24T11:14:52.000Z The average American spends **over two hours** every day [on social platforms](https://soax.com/research/what-percentage-of-americans-use-social-media) – that’s more time than they spend watching their favourite sitcoms or even having dinner with the family. If your brand isn’t using that window to connect meaningfully, you’re *already* falling behind. But showing up is the easy part. Standing out? That’s where it gets tricky. If you’re battling low reach, weak engagement, or an algorithm that feels stacked against you, the problem might not be your content – it might be your whole approach to social media. This article breaks down a proven framework built around one core idea: **start with people, not posts**. You’ll learn the seven motivations behind social engagement, common brand missteps, and how to craft content that truly connects. Ready to start your journey to a more [impactful social media presence](https://www.cmoalliance.com/maximizing-your-social-medias-effectiveness/)? Great! Let’s dive in. ## Understanding human-centered design Most brands kick off their social media strategies totally upside down. This immediately puts them at a disadvantage: algorithms not playing nice, disengaged audiences, and struggling to hit [target demographics](https://www.cmoalliance.com/getting-inside-the-minds-of-your-customers-especially-when-theyre-gen-z/). Social media is a tough game, so you need a better starting point. The trick to getting your strategy right-side up? **Human-centered design**. Human-centered design is a cross-disciplinary way of inventing things that solve *real* human problems, not just abstract ideas. ## The problem with most social media strategies As the Harvard Business Review points out, a lot of startups fail because there's just [no market need](https://hbr.org/2018/08/the-simple-question-that-can-make-or-break-a-startup) – meaning the founders built something nobody actually wanted. On social media, that translates to strategies failing because marketing teams are putting out content nobody wants to see. That’s because their [social strategy](https://www.cmoalliance.com/overcoming-modern-social-media-challenges-as-a-cmo/) starts with *them*. This often looks like "content buckets" – a common agency approach that focuses on what the *brand* wants to talk about. For example, a fast-casual food chain might plan content around store openings, new menu items, executive [thought leadership](https://www.cmoalliance.com/10-steps-to-implement-your-very-own-thought-leadership-strategy/), or customer testimonials. While this content isn’t bad on its own, it’s super brand-centric. Social media isn't some megaphone for your brand to just blast out its thoughts. It's a public gathering space. Imagine someone on a speakerphone sales call in a coffee shop – they’re disrupting a shared space. Brands do the same thing on [social media ](https://www.cmoalliance.com/elevating-your-brands-social-media-maturity-a-guide-to-success/)when they don't think about the audience first. To create truly engaging content, you've got to start by understanding why your audience is even on social media, and what kind of content they actually want to engage with and share. ## Your 5-step audience-first social media framework So, practically, how do you switch to an audience-first approach? My agency, Sparo, uses a simple, five-step audience-first framework with every social media client. This framework makes sure you're building a strategy that truly resonates. Let’s take a look. ### Step one: Understand the seven social media motivations Step one is to figure out the main motivations that drive people to consume social media content. These are the big ones: [![Slide breaking down the 7 social media motivations: entertain, inspire, teach, relate, anger/shock, encourage, inform](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/07/Seven-social-media-motivations.png)](https://www.cmoalliance.com/go-viral-a-5-step-human-centered-social-strategy) 1. **Entertain**: How can you make your audience laugh, excite them, or just bring a little joy? 2. **Inspire**: How can you make your audience feel something that pushes them to act? This often includes testimonials or aspirational posts, like the ones fitness influencers love to share. 3. **Teach**: Think about those viral cooking videos – they’re teaching you something. Are you showing people how to get from point A to point C? 4. **Relate**: This is all about connecting over shared experiences, usually through memes. When a meme hits, it’s because you feel totally seen and understood. 5. **Anger/shock**: Content that stirs up thoughts like "I can't believe this is happening" or "this just makes me so mad." You’ll see a lot of this during political seasons. 6. **Encourage**: Content meant to uplift, whether it’s a Bible verse or personal stories. 7. **Inform**: Giving out new, valuable information, like weather updates. _This post is for subscribers only._ ### Seasonality in B2C marketing without losing momentum URL: https://www.cmoalliance.com/seasonality-in-b2c-marketing/ Last updated: 2025-05-23T12:06:59.000Z Seasonality is a defining force in the world of [business-to-consumer (B2C)](https://www.cmoalliance.com/applying-b2c-tactics-in-b2b-marketing/) marketing, shaping consumer behaviors, buying patterns, and ultimately, the revenue models of brands across industries. From the US to the Middle East, seasonal events are pivotal to marketing strategies, yet over-reliance on these periods can cause brands to lose momentum during the off-seasons. To avoid this trap, businesses must learn how to continuously engage with customers throughout the year by leveraging [creativity](https://www.cmoalliance.com/balancing-ai-and-human-creativity-in-modern-marketing/), data, and a deep understanding of consumer habits. In this comprehensive guide, we’ll break down the intricacies of seasonality in [B2C marketing](https://www.cmoalliance.com/cmo-convo-balancing-b2b-and-b2c-as-a-cmo-eric-lent/), explore how brands in different regions like the US and the Middle East handle it, and provide actionable strategies for marketers looking to thrive year-round. ## **The essence of seasonality in B2C marketing** Seasonality in marketing refers to the fluctuations in consumer demand and behavior that occur at specific times of the year. These fluctuations can stem from a variety of factors including holidays, cultural events, weather changes, or even economic shifts. Businesses often tailor their strategies around these seasonal peaks to maximize sales. The challenge, however, is managing these cyclical peaks while ensuring that brand relevance and consumer engagement are maintained during quieter times. The balancing act between capitalizing on seasonality while avoiding its potential pitfalls is an essential skill for modern marketers. [10 strategies to drive demand generation despite budget cutsAs marketing budgets decline, CMOs are forced to reassess their strategies and make difficult decisions about resource allocation.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--140.png)CMO AllianceAudrey Masset![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/10-strategies-to-drive-demand-generation-despite-budget-cuts-audrey-masset-sharing-1-2.png)](https://www.cmoalliance.com/10-strategies-to-drive-demand-generation-despite-budget-cuts/) ## **Western marketing peaks and valleys** In the West, seasonality is deeply intertwined with cultural celebrations, national holidays, and consumer rituals. Some of the most significant seasonal events in countries like the United States and Europe include: - **Black Friday & Cyber Monday**: These shopping holidays have become monumental, with brands like Amazon, Best Buy, and Macy's offering significant discounts that trigger massive consumer spending. For some retailers, Black Friday and the days following it account for up to 30% of their annual revenue. This peak period sets the tone for the rest of the holiday season. - **Christmas & New Year**: Another key seasonal event, Christmas in the West represents not only a time for family and celebration but also an opportunity for brands to align their messaging with the spirit of gifting. It’s the prime season for retail, with fashion, electronics, and toys experiencing a major sales surge. - **Summer sales**: Many Western retailers experience a summer lull but counterbalance it with mid-year sales and promotions. This is particularly common in fashion, where brands introduce their summer collections at discounted prices. However, there’s more to these peaks than just holiday sales. **Brands that innovate beyond traditional holiday marketing** often see [sustained growth](https://www.cmoalliance.com/what-is-sustainable-marketing/). For example, Starbucks did not rely solely on the holiday season for its iconic Pumpkin Spice Latte; it managed to make it a seasonal event that sparked anticipation months ahead of time, leading to consumer excitement long before the actual season began. ## **Middle Eastern marketing peaks and valleys** The Middle East, while embracing global festivities like Christmas, has its own set of unique seasonal peaks that reflect its cultural and religious fabric. Key events in the region include: - **Ramadan and Eid**: Ramadan holds a unique place in Middle Eastern markets. The holy month, followed by Eid celebrations, drives consumerism, with brands often launching special promotions and products tailored to family values and the spirit of giving. For instance, telecom companies and FMCGs focus their marketing efforts on time-sensitive offers that cater to the Ramadan schedule. During Eid, retailers like Majid Al Futtaim's Carrefour supermarkets or Dubai Mall stores witness immense foot traffic as people buy gifts and festive goods. - **Back-to-school period**: As in the West, the back-to-school period is crucial in the Middle East, especially for FMCG brands, fashion retailers, and educational tech companies. Brands like Carrefour, as well as apparel chains, cater to this spike by offering discounts on stationery, uniforms, and tech gear for students. - **Hajj and winter holidays**: Airlines, hotels, and travel-related companies see massive spikes during the Hajj pilgrimage and the winter holidays. During these times, travel giants like Emirates and Saudia, as well as luxury hotels across cities like Dubai and Riyadh, are fully booked. However, the winter months are crucial for maintaining year-round relevance, and these brands also offer loyalty programs to ensure they aren’t solely reliant on peak seasons. **Middle Eastern brands** like Majid Al Futtaim have been successful in diversifying their year-round offerings. For example, in the off-peak summer months, they host indoor events and entertainment shows that attract families looking for a break from the sweltering heat. This adaptability allows them to keep foot traffic high, even during traditionally slow periods. [How to retain legacy customers while attracting new onesBrands, much like living organisms, evolve over time to adapt to their surroundings, grow, and transform to meet the ever-changing needs of the marketplace.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--141.png)CMO AllianceIslam Gouda![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--17--1.png)](https://www.cmoalliance.com/rebranding-gone-right-how-to-retain-legacy-customers-while-attracting-new-ones/) ## **Industry examples of thriving during off-season** Some industries have effectively found ways to mitigate the effects of seasonality by creating a diversified set of products, services, or campaigns that appeal year-round. Here are some industries that have mastered the art of thriving in the off-season: ### **Travel and tourism** - **Airbnb** has effectively navigated seasonality by diversifying its offerings, from weekend getaways to unique, off-the-beaten-path destinations. By focusing on **experiential travel**—such as local food tours or countryside retreats—they’ve reduced reliance on peak holiday seasons, keeping their customers engaged throughout the year. - **Car rentals** like Hertz and Enterprise see huge spikes in the summer, but they also cater to business travelers and weekend getaways throughout the year. During the off-season, car rental services increasingly offer subscription models or hourly rentals to adapt to changing [consumer behaviors](https://www.cmoalliance.com/untitled/). ### **Fashion** - Fashion brands like **Zara** have disrupted the traditional retail cycle by offering **fast fashion** that isn’t strictly tied to seasonal drops. By introducing new collections frequently and offering online exclusives, they engage customers year-round, rather than only during holiday or sale seasons. - In the Middle East, fashion retailers, especially those focusing on **abaya** and traditional clothing, often capitalize on Ramadan and Eid, but also host exclusive post-Eid sales or offer discounts to maintain customer interest. ### **Fitness and health** - Fitness brands and gyms face seasonality, particularly post-holiday when people sign up for resolutions but drop off after a few months. However, brands like **Nike** and **Lululemon** engage customers by not only focusing on product offerings but also through community engagement—holding fitness classes, [partnerships with influencers](https://www.cmoalliance.com/evolving-influencer-marketing/), or launching campaigns like “Run a Marathon Month.” ### **Consumer goods and retail** - In the consumer goods space, companies like **Procter & Gamble** or **Coca-Cola** adapt by **diversifying** their product lines to suit different needs throughout the year. For example, Coca-Cola is seen as a summer drink, but the company continually introduces new variants, such as Coca-Cola Zero, to keep their offerings fresh year-round. - In the Middle East, **FMCG brands** tap into different cultural events, using localized packaging and personalized messaging. For example, during Ramadan, many FMCGs create campaigns around food sharing and gifting, which extends the relevance of their products beyond just the festive days. [From perception to profit: How strong brands drive ROIAnd brand is human and emotional. In fact, it’s that emotional connection that turns a one-time buyer into a loyal customer.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--142.png)CMO AllianceChloe Petherick![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Convo_Podcast_Youtube_Thumbnail_--3-.png)](https://www.cmoalliance.com/how-strong-brands-drive-roi/) ## **Recommendations for marketers navigating seasonality** To maintain relevance and engagement with customers during both high and low seasons, here are some actionable strategies: - **Diversify product offering**: Instead of focusing solely on seasonal products, brands should consider offering items that appeal to different [consumer needs](https://www.cmoalliance.com/the-science-of-responding-to-customers-unmet-needs/). This can include launching limited-time products or creating packages that address off-peak demand. - **Leverage data and consumer insights**: Use data to understand the shifting needs of your customers. With the rise of remote work, for example, there’s increased demand for local travel, flexible accommodation options, and digital services. Brands that can cater to these changing habits will thrive year-round. - **Create a continuous content strategy**: [Content is king](https://www.cmoalliance.com/content-driven-advertising/), and brands should build campaigns that sustain year-round engagement. Instead of focusing only on big seasonal campaigns, aim for content that resonates with consumers' values and lifestyle. This could be through educational content, community-driven initiatives, or influencer partnerships that keep the conversation going. - **Be agile with promotions**: Avoid heavy reliance on just one or two major sales periods. Run smaller, targeted promotions during quieter periods. Flash sales, limited-time offers, or exclusive discounts for loyalty program members can create excitement and demand, even when the broader market is slower. ## **The future of seasonality in B2C marketing** As consumer habits continue to evolve, **seasonality in B2C marketing will become more dynamic**. The digital transformation will play a major role in breaking down traditional seasonal patterns. With advancements in AI, [personalized marketing](https://www.cmoalliance.com/personalizations-power-in-modern-advertising/), and [social media](https://www.cmoalliance.com/maximizing-your-social-medias-effectiveness/), brands will be able to **anticipate demand shifts** far in advance and engage customers year-round with hyper-targeted messaging. **Sustainability and conscious consumerism** are expected to be key drivers. As consumers grow increasingly concerned with ethical choices, brands that align their seasonal marketing strategies with [social responsibility](https://www.cmoalliance.com/addressing-social-factors-in-esg/) will be better positioned to thrive. For instance, eco-friendly fashion brands could align their sales periods with Earth Day or sustainability-focused events to boost year-round relevance. ## **Final thought** Seasonality will always play a significant role in shaping B2C marketing. However, the smartest brands will be the ones that don’t wait for peaks to drive their success. Instead, they’ll build sustainable strategies that allow them to engage customers year-round, ensuring that they don’t just survive in the off-seasons but continue to thrive regardless of the time of year. By staying innovative, data-driven, and [deeply connected to consumer needs](https://www.cmoalliance.com/human-connection-is-at-the-heart-of-marketing-success/), marketers can redefine the very concept of seasonality, making it just one element of a broader, more resilient strategy. --- ### **About the author** Dr. Islam Gouda is a young professional with a passion for marketing. Dr. Gouda has an honorary doctorate from the University of California in Strategic Marketing. He also has a master's degree from Florida State University and an American University of Sharjah graduate in Marketing and Management. Dr. Gouda has marketing-focused business experience with a strong analytical ability to use available market data for strategic marketing, business development, and product development purposes along with the identification of new business opportunities and measurement of ROI. Dr. Gouda's specialties include leadership and communications skills with the ability to adapt to a wide variety of cultures and to manage and work as part of cross-functional teams. --- *Grab your copy of* [*The State of AI in Marketing 2025 report*](https://www.cmoalliance.com/the-state-of-ai-in-digital-marketing-report/) *to discover whether AI is meeting or missing its ROI expectations for B2C marketing teams, what the future of AI in marketing looks like, and more.* [The State of AI in B2C Marketing 2025 ReportMarketers aren’t just still interested in AI – they’re more excited than ever.Check out the report to see how things have changed over the last year (or not!) and how your perspective stacks up.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--139.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Sharing_Article_Images_Text_Only_--1---1--1-6.png)](https://www.cmoalliance.com/the-state-of-ai-in-digital-marketing-report/) ### Balancing art and science: When does marketing need intuition? URL: https://www.cmoalliance.com/balancing-art-and-science-when-does-marketing-need-intuition/ Last updated: 2025-05-08T08:46:32.000Z The wealth of data available to businesses has virtually revolutionized marketing in recent years. What was once based on instinct and assumptions is now based on data-driven insights gained from careful analysis. However, is [data-driven marketing](https://www.cmoalliance.com/crafting-data-driven-narratives-that-resonate/) taking the “art” out of the equation? The data can provide key information to guide campaigns and strategy, but where do humans fit into the process? After all, purchasing decisions are guided, in part, by [human emotions](https://www.cmoalliance.com/story-masters-4-emotional-connections-in-brand-stories/) and experiences. ## Understanding the science of data-driven marketing Data analytics is an important part of making decisions, tracking performance against established goals, and predicting market trends and expected outcomes. When businesses have more data than ever before, they can make decisions based on logic, facts, and analysis instead of emotions and intuition. Many businesses are shifting toward data-driven marketing strategies. About[ 64% of marketers](https://www.forbes.com/sites/forbespr/2015/11/03/new-report-shows-data-driven-marketing-crucial-for-success-in-hyper-competitive-global-economy/#3542cd4c65dd) strongly agree that data-driven marketing is a crucial aspect of success in the hypercompetitive business climate. The science of marketing is all about experimentation, analysis, validation, and adaptation. There are clear goals and objectives, metrics, and analysis to determine which campaigns are successful and which need more work. Data is part of every choice, from a CTA button to the time of day for sharing on social media. Perhaps more importantly, data provides the audience. Humans are necessary to engage with customers on an emotional level, but that’s not effective if they’re speaking to the wrong audience from the start. A science approach isn’t about guessing at who the audience is, but building comprehensive [buyer personas](https://www.cmoalliance.com/rethinking-buyer-personas-a-modern-approach-for-effective-marketing/) based on key traits and characteristics that represent the target customers. For example, Netflix relies on viewing history to gain insights into a user’s interests and preferences. The algorithm builds a profile to recommend new movies and shows, offering personalized recommendations from the moment they hit the homepage. [CMO Insights Report | The state of marketing leadershipThe CMO Insights Report is here. Your definitive guide to the state of marketing leadership in 2025.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--132.png)CMO AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Insights_Report_2025_Meta-1.png)](https://www.cmoalliance.com/cmo-insights-report-2025/) ## Understanding the art of human-driven marketing Data and science are reliable and provide results, but there’s more nuance to marketing successfully beyond the hard numbers. Until data was widely available, marketers had to based their campaigns on their intuition and understanding of their customers and human psychology – and they were often successful. The art of marketing is capturing the heart and mind of the audience, looking past the numbers to speak to the person on the receiving end. This means unique content that captivates and engages the audience. Artists and creatives have a distinct ability to empathize with the audience. That’s why they succeed in the realm of television, movies, and novels, as well as in marketing messaging. The human understanding of the target audience and what they want and need is essential to successful campaigns. Coca-Cola is one of the best examples of the use of [creativity](https://www.cmoalliance.com/cultural-flexibility-for-marketing-creativity/) in campaigns – particularly nostalgia. Campaigns like the Christmas polar bears, featuring classic Christmas imagery that evokes feelings of warmth and togetherness, and “Share a Coke,” emphasizing connecting with your fellow humans, showcase why human intuition and psychology are so important. ## How to balance art and science in marketing Your marketing strategy is missing key pieces if you rely only on your data or your intuition. Instead, you need both – use the data to plan, predict, and validate, but rely on your intuition to add the emotional hook that captures the audience. ### Build a diverse team A marketing team that’s just creative can create incredibly unique marketing content, but they may miss the details in the data to ensure they’re speaking to the right audience or tailoring their messaging and imagery. Similarly, the [diverse team](https://www.cmoalliance.com/why-is-diversity-important-in-the-workplace/) of science-minded marketers will focus on the data, paying attention to the keywords, demographics, purchasing behavior, and other granular details. However, they could miss the “big picture” of how to translate all of that data into a[ story that connects with the audience on an emotional level](https://www.cmoalliance.com/story-masters-4-emotional-connections-in-brand-stories/). In short, you need both. Your team should have a combination of analytical and creative types to make magic happen. These two types of marketers can learn from each other, balance each other’s strengths and weaknesses, and create truly resonant campaigns. ### Build your foundation with data While the balance you find with art and science depends on your strategy, it should always start with[ data first](https://www.cmoalliance.com/crafting-data-driven-narratives-that-resonate/). It provides the foundation that informs your campaigns and helps you establish the audience and goals. Gather all the relevant data for your strategy, starting broad and narrowing it down to the most relevant insights. Include historical trends, past performance metrics, and key customer demographics and psychographics to shape your campaign. [AI for Marketing Leaders eBookThe impact of artificial intelligence on the marketing industry is multifaceted and profound – and marketers in leadership positions are at the forefront of this transformation. To stay ahead, businesses must integrate AI into their strategies to enhance personalization, predict customer behavior, and scale content creation like never before. Our AI![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--133.png)CMO AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_AI_Marketing_Leaders_eBook__Blog-14.png)](https://www.cmoalliance.com/ai-for-marketing-leaders-ebook/) ### Bring intuition into it Now is when your intuition is an asset. You have the data to plan your campaign and [understand your audience](https://www.cmoalliance.com/how-to-create-brand-narratives-that-resonate-with-your-audience-2/). It’s time to look between the lines, past the numbers, to imagine the humans you’re speaking to. Tap into your empathy. Put yourself in the shoes of the buyer, whether it’s a business owner looking for enterprise software, a young mom shopping for her children, or a college student stretching a tight budget, and what they want and need from your products or services. ### Keep the human in your buyer personas Buyer personas are a big part of data-driven marketing, but they’re also a good example of how intuition plays into it. A buyer persona is essentially a representation of the target customer, imagined as a real person. If you based that persona on just data, you could get an impersonal, unrealistic view of who your buyer really is – leaving you with messaging that misses the mark. ### Get validation from others Always ask for [feedback](https://www.cmoalliance.com/5-reasons-why-businesses-should-not-ignore-customer-feedback/) from others, both within and without your team. Ask them how they interpret your ideas and what they think could be improved. If you have a team member similar to a buyer persona, make sure you get their honest feedback to help you focus your message. Getting perspective validates your ideas and may produce a more effective campaign. In some cases, it can even save you from a marketing fail caused by an audience interpretation you didn’t anticipate. ### Don’t be afraid to fail It’s okay to test the waters and follow you intuition sometimes, even if the data doesn’t support it. However, it’s important to do so carefully by experimenting with small-scale campaigns. This is an opportunity for you to try out new ideas without taking a lot of risk. If the campaign fails, not much harm is done. If it succeeds, you can expand it to a larger campaign and gain important insights to inform your future campaigns. It’s a win-win. ### Don’t marry your assumptions Being successful with data is partly a matter of being willing to listen to what it’s telling you, even if it goes against your assumptions. If you’re stuck to an idea, it can be detrimental to your campaigns. Keep an open mind and follow where the data leads you. ## Examples of art and science in action Still not sure how you can use data to bolster your intuition? Here are some examples: - In personalized email campaigns, data like customer behavior, purchase history, and engagement rates are important for segmenting audiences. However, intuition is needed to craft compelling subject lines that encourage a recipient to open. - Keyword research and SEO insights are important for optimizing content topics, but storytelling is necessary for content that feels authentic to the audience. While AI can help, storytelling still takes a human touch. - For a product launch, conducting[ market research](https://us.bastionagency.com/news-views/7-market-research-trends-you-need-to-know/) and analyzing competitor performance can help you determine the likelihood of success, but you also have years of experience in your industry and “gut feelings” about products or features your customers may want. ## Strike the right balance Marketing relies on both the hard numbers and human intuition. Your campaigns should be informed by your data, but the creative aspects should be guided by the empathy of your human team to inspire customer action. --- ### About the author Chris Bretschger, Managing Partner at [Bastion Agency](https://us.bastionagency.com/), is a seasoned marketer with over 20 years of experience in integrated marketing. He has developed brand strategies, managed media campaigns, and built analytics tools for clients like Mazda, Adidas, Jenny Craig, and Kia. When not leading Bastion, Chris enjoys superyacht regatta racing on the open seas. --- *It's increasingly challenging for CMOs to measure performance accurately, but this report has been design to give you a clear, reliable view of your marketing effectiveness.* [*Get your free copy*](https://www.cmoalliance.com/the-cmos-guide-to-measurement-report/) *and start benefiting from insights that'll allow you to make better decisions with confidence.* [The CMO’s Guide to Measurement: Master Marketing ImpactHow triangulation shows marketing’s true impact![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--131.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/The-CMO-s-guide-to-measurement.png)](https://www.cmoalliance.com/the-cmos-guide-to-measurement-report/) ### Voice of the customer reporting template URL: https://www.cmoalliance.com/voice-of-the-customer-reporting-template-framework/ Last updated: 2025-09-05T14:28:58.000Z Want to stay laser-focused on what your customers really think – and make smarter, revenue-driving decisions? The [voice of the customer (VoC)](https://www.productmarketingalliance.com/how-to-build-a-high-impact-voice-of-the-customer-strategy/) reporting template helps you do exactly that. Designed for product marketers who need to track customer feedback and align internal teams, this plug-and-play template makes it easy to surface insights, prioritize actions, and steer strategy in the right direction. ## What is a voice of the customer reporting template? It’s your go-to tool for turning customer feedback into a strategic advantage. The template helps you gather, analyze, and present feedback from key sources like NPS surveys, win/loss calls, and support tickets – all in one place. It’s structured to help you highlight patterns in sentiment, identify blockers to revenue and retention, and track the impact of your response strategies over time. In short, it’s part listening post, part action plan, part alignment tool. Total game changer. ## Who is it for? If you’re a product marketer (hi 👋), this template is your secret weapon. But it's also super valuable for anyone involved in customer insights, strategy, or retention, including folks in: - Product management - Customer success - Marketing - Sales - Support Basically, if you attend cross-functional meetings and want to show up with data and a plan, this one’s for you. ## How to use the template Using the template is as easy as sliding into your favorite team meeting with a coffee and some juicy customer insights. Here's how it works: 1. **Gather feedback** from all key channels: surveys, calls, tickets, reviews – you name it. 2. **Drop the data** into the linked spreadsheet (we've done the heavy lifting with charts and formulas). 3. **Populate the template** with your insights, trends, and action plans. 4. **Share with your team** to align on what’s happening and what to do next. 5. **Repeat weekly** to keep a pulse on how feedback and performance evolve. Want a pro tip? Use it as your north star in weekly revenue or retention meetings. It keeps everyone focused, accountable, and ready to take action. ## Get your voice of the customer reporting template ![Voice of the customer reporting template](https://www.productmarketingalliance.com/content/images/2025/05/Voice-of-the-customer-reporting-template.png) [Voice of the customer reporting templateVoice of the customer reporting template.pptx8 MBdownload-circle](https://www.productmarketingalliance.com/content/files/2025/05/Voice-of-the-customer-reporting-template.pptx "Download") [Voice of the customer reporting templateVoice of the customer report Analysis of customer feedback & strategies impacting revenue![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/favicon-2023q4-1.ico)Google Docs![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AHkbwyKSrmDnEHh0mWwGGNCbtxgenJ7pRpShasPekNTetRRbiealgFFmIm-vQGt7kHyLx5dtpPhUe60rMXoXS8jRudb1g5-3-UBOLsv2LBX3PScJXFQBM12X-w1200-h630-p)](https://docs.google.com/presentation/d/1wLY2eRukk3LmAtj06iX27-cmIl97vdFHNxB8BWkeIcw/edit?usp=sharing) _This post is for paying subscribers only._ ### Mastering social media intelligence for marketing impact URL: https://www.cmoalliance.com/social-media-intelligence-for-marketing-impact/ Last updated: 2025-11-24T11:13:41.000Z Chances are, you’re already using social media intelligence, but take a minute to mull over these critical questions: 1. Are you using it to its fullest potential? 2. How can you maximize the benefits? 3. When is it most useful? If your answer to any of these questions is “Hmm… I’m not sure,” you’re in the right place. In this article, I'll walk you through the practicalities of leveraging social media intelligence. We'll cover how to make sure your approach is thorough, how to set up clear frameworks for measuring success, and pinpoint the key areas where social intelligence really shines. Whether you're already using social media intelligence or planning to use it in the future, by the end of this article, you’ll have the framework you need to make it a success. ## Storyful's unique approach to social intelligence Before we dive in, let me introduce myself and set the context with a little info about what my company does. I’m Maria Pacheco, and I’ve been the CEO of Storyful for about four years. Storyful started out verifying social content for newsrooms, which meant building proprietary tools and investigative techniques to cut through vast amounts of online data to find factual information. This experience shaped our unique methodology. Today, we apply these same tools and expertise to help companies manage their [brand reputation](https://www.productmarketingalliance.com/customer-ratings-and-reviews/), anticipate risks, and spot consumer trends. We're not a SaaS platform; instead, our expert analysts use our AI-powered tools in a consultancy model. This hybrid approach ensures clients get deep, strategic insights from cutting-edge AI combined with human expertise, making data truly actionable. ## Maximizing social media intelligence: A three-pronged approach So, how do you get the most out of social media intelligence? I like to break it down into three main areas: 1. The right methodology and approach 2. Having a clear framework to measure that intelligence 3. Knowing exactly where it's most useful. Let’s take a closer look. ### 1\. The right methodology and approach When it comes to any kind of data analysis – social media intelligence included – we all know that bad inputs will give you meaningless outputs. So, let’s dive into some tips that’ll help you ensure you’re using [the best possible data](https://www.cmoalliance.com/from-data-to-action-the-cmo-playbook/). [![A dark blue slide titled "#1 - Right Methodology and Approach" with three numbered points and icons: "1. Breadth of Data" with an arrow branching out, "2. Enhancing Intelligence" with a plant growing from a hand, and "3. AI-driven Pattern Understanding" with a lightbulb icon. The Storyful logo is in the bottom right corner.](https://lh7-rt.googleusercontent.com/docsz/AD_4nXea51VPIcKQeUae-goPgUwK-Lag53Hhf2UeZ-qWkgKNY42FOCjzSASz0ZjhR9PqDYB6se1YW9Da-DG91G8YzUAN4MkLXLubbtHczPNrSug2FpEvcEOoHgxRjVtMNnFeOL3VooZSLQ?key=wOj7NRA8huzB7pVDf8rfHA)](https://www.cmoalliance.com/social-media-intelligence-for-marketing-impact) **Get diverse data to spot early risks** First off, your [social media data](https://www.productmarketingalliance.com/99-ways-social-media-data-can-help-you-deliver-your-best/) needs to be varied enough to catch early risk signals. Often, before something goes viral on one platform, it starts brewing on a totally different one. If you don't have that cross-platform view, you'll miss those early signals. You really need that full breadth of data. At Storyful, we tackle this by pulling raw social data from over sixty platforms. This includes all the major ones, but also those fringe and "[dark](https://www.revenuemarketingalliance.com/dark-social-tracking-and-leveraging-private-sharing/)" websites that are super helpful for getting those early signals. And yes, it's all GDPR compliant. **Apply the right filters** Next, you've got to apply the right filters to that data. For example, instead of just dumping all the brand information we have into our tools, we run targeted Boolean searches. These are based on the specific area we're investigating, plus our own industry and topical expertise. This multimodal data then gets cleaned up, both manually and through automated processes – we always believe in combining automation with human expertise. Then, it’s enriched by Storyful's AI data pipeline, which adds metadata for much more detailed analysis. **Use AI to find patterns fast** Third, you need to leverage AI to quickly find patterns within all that data. At Storyful, we built a narrative tool called ANNI just for this. ANNI uses AI vectorization to analyze text data for semantic relationships, then clusters them based on thematic similarity. This all comes together in an interactive map, making it easy for our analysts to zero in on key topics and inflection points. AI also powers our internal audience mapping system, Cosmos. It’s like influencer cartography; an interactive network map shows how entities connect and interact. This lets us map influence through different lenses and across platforms. _This post is for subscribers only._ ### Marketing ops: The key to sales and marketing success URL: https://www.cmoalliance.com/marketing-ops-the-key-to-sales-and-marketing-success-2/ Last updated: 2025-08-26T13:15:34.000Z *This article is based on* [*Megan Harr*](https://www.linkedin.com/in/megan-harr-43748a3a/)*’s brilliant talk at the MarOps Summit. Members can enjoy the complete recording* [*here*](https://www.cmoalliance.com/marops-virtual-summit-october-2024/?wchannelid=geww8t7rsl&wmediaid=ubfofbzrox)*.* Sales and marketing alignment is a challenge many organizations struggle with, but it’s also one of the most impactful areas for growth. I’m Megan Harr, VP of Demand Generation at Roller, and, having worked globally in both B2B and B2C, I’ve seen firsthand how critical alignment is. According to [Marketing Profs](https://www.marketingprofs.com/opinions/2016/29174/the-secret-to-account-based-marketing-success), companies with aligned teams see **38% higher sales win rates** and **36% higher customer retention**. The gap between sales and marketing is often filled with frustration – sales blames marketing for poor leads, while marketing blames sales for slow follow-ups. This is where [marketing operations (a.k.a. MarOps)](https://www.cmoalliance.com/what-is-marops-marketing-operations/) comes in. It acts as the bridge that ensures both teams are working toward the same goal: growth. By focusing on shared KPIs, streamlined processes, and data visibility, marketing ops creates the necessary structure for both teams to collaborate effectively and drive sustainable growth, and I’m here to show you how. In this article, we’ll explore: - How marketing ops drives sales and marketing alignment - The importance of shared KPIs and pipeline contribution - How to streamline workflows and optimize the sales process - Real-world examples of marketing ops improving revenue growth Let’s dive in. ## The role of marketing ops in aligning sales and marketing Marketing operations plays a pivotal role in [aligning sales and marketing](https://www.cmoalliance.com/benefits-challenges-sales-marketing-alignment/), acting as the central hub that connects these two teams and ensures everything functions smoothly and efficiently. It's not just about managing campaigns or generating reports – though both are important. The real value lies in creating an environment where sales and marketing can collaborate meaningfully toward common goals. [Marketing and Sales Alignment Playbook | Free downloadMany organizations struggle to get their marketing and sales teams aligned. That’s why we’re delighted to introduce our Marketing and Sales Alignment Playbook!![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/MA-ICON.png)Marketing AllianceHannah Wesson![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Marketing_and_Sales_Alignment_Playbook_Blog_1.png)](https://www.cmoalliance.com/marketing-and-sales-alignment-playbook/) Without marketing ops, marketing might focus on generating leads without having a clear handoff process, while sales could struggle to convert those leads into deals. Sales teams may chase opportunities without the insights from marketing about customer behavior and intent, making it harder to close deals. Marketing ops ensures both teams, despite their different roles, work toward the shared objectives of revenue growth, pipeline efficiency, and customer success. By standardizing data, automating workflows, and measuring [key performance indicators (KPIs) that matter to both teams](https://www.cmoalliance.com/marketing-sales-alignment-kpis-integrated-funnel/), marketing ops can drive success. [Research from Marketo](https://business.adobe.com/content/dam/dx/us/en/resources/ebooks/jumpstart-revenue-growth-with-sales-and-marketing-alignment/jumpstart-revenue-growth-with-sales-and-marketing-alignment.pdf) backs this up – companies with highly aligned sales and marketing teams are **67%** more efficient at closing deals. And who doesn’t want their sales team to close more deals, faster? That’s where marketing ops comes in, acting as a bridge between teams to ensure everyone works toward unified revenue goals. ## The key personas for sales and marketing alignment So you can see what this looks like in practice, let’s take a peek at some personas. [![Key personas for sales and marketing alignment: Wendy Wins (GTM Lead), Ronnie Revenue (Sales), Abby Acquisition (Marketing), and Barry Bridge (Marketing Ops).](https://lh7-rt.googleusercontent.com/docsz/AD_4nXfhXwzjS4lWQP4b2ApRhGk_dB1W5cpsjMj5ZGCoVZY6t4zsrwT-IelZuB09Uu-p4s4vHhYDt8n7_ioS4_JDRaUKn-SD7XHXHsEL6rS1q0Ew6nTqOpxIgRU-oELWyL54j40JHW7I?key=UPzQ0dVBxQ91gbWuBQJwt_Jo)](https://www.cmoalliance.com/marketing-ops-the-key-to-sales-and-marketing-success) First, we have **Wendy Wins**, the go-to-market lead. Wendy ensures alignment across sales, marketing, and ops, providing strategic direction. Marketing ops supports her by offering data and insights that help ensure everyone is working toward the same goal. Next is **Ronnie Revenue**, the sales leader. Ronnie relies on marketing ops to prioritize the right leads and to understand which are most likely to convert. With these insights, sales can focus on high-quality leads, boosting their chances of closing deals. **Abby Acquisition**, the marketing leader, manages the full customer lifecycle. She uses marketing ops to track performance, automate lead handoffs, and refine her campaigns. This ensures the leads sent to sales are high-quality and ready to convert. Finally, we have **Barry Bridge**, the marketing ops person. Barry ensures data flows freely between sales and marketing, automates lead handoffs, and tracks pipeline performance. He keeps the machine running smoothly, making sure the sales and marketing processes are aligned to optimize revenue-driving efforts. Together, this team exemplifies how [cross-functional collaboration](https://www.cmoalliance.com/cross-functional-collaboration-in-revenue-marketing/), supported by marketing ops, drives higher efficiency, better conversion rates, and ultimately more revenue. It’s not just about individual performance – it's about working together to make the whole greater than the sum of its parts. ## How marketing ops can fix your funnel: A case study Let me give you a real example from one of the companies I’ve worked with. Sales was frustrated with the leads marketing was sending. We had tons of activity at the top of the funnel, but nothing was closing further down. When marketing ops stepped in, we identified a clear issue in the handoff process: there was no defined [**lead scoring model**](https://www.cmoalliance.com/lead-scoring-and-how-it-helps-identify-high-value-leads/). Why is this a problem? These are just some of the consequences of not scoring your leads: - **Misaligned expectations**: Sales expects qualified, ready-to-buy leads, but marketing may send leads that are still in the research phase. - **Inefficient use of resources**: Sales spends time on unqualified leads, taking focus away from higher-value prospects. - **Unclear lead prioritization**: Without scoring, marketing doesn’t know which leads need nurturing or which are ready to close. - **Lower conversion rates**: Sales chasing unqualified leads results in wasted effort and missed opportunities. - **Focus on quantity over quality**: Marketing pushes more leads into the pipeline, but without scoring, these leads may not be the right fit, skewing metrics and making the process less effective. - **Breakdown of trust**: Sales doesn’t trust the quality of leads, and teams end up blaming each other when deals aren’t closed. ### Putting a lead scoring model in place To solve the issues we were facing, marketing ops stepped in and implemented a [lead scoring model](https://www.cmoalliance.com/how-predictive-lead-scoring-can-help-business/). This lets us assign points based on specific behaviors – things like attending a webinar, downloading a white paper, or visiting key pages on our site. For example, a visit to the [pricing page](https://www.cmoalliance.com/5-content-marketing-trends-in-2025/#%3Cstrong%3E3.-strategic-pricing-pages%3C/strong%3E) signals a much higher level of intent than simply reading a blog post. These behavior-based scores helped us more accurately gauge a lead’s readiness to talk to sales. Once we tightened up the handoff process and only passed leads above a certain threshold to sales, both teams saw the benefit. Marketing could clearly identify which leads needed more nurturing and route them into appropriate automated funnels. Sales, meanwhile, could focus on high-value prospects already in the pipeline. Crucially, we built this system collaboratively. Sales helped define what makes a high-quality lead, marketing adjusted nurture strategies accordingly, and ops automated the handoff and prioritization process. This team effort reduced the finger-pointing and friction that often plagues handoffs. The result? Frustration levels dropped, close rates went up, and the entire system felt more efficient. We saw a **20% increase in lead-to-opportunity conversion** rate and shaved **eight days off our sales cycle**. That translated to faster revenue generation and a more efficient, aligned team. _This post is for paying subscribers only._ ### Future-proof marketing measurement for CMOs URL: https://www.cmoalliance.com/future-proof-marketing-measurement/ Last updated: 2025-06-19T09:30:07.000Z Marketing measurement has always been crucial for CMOs, but privacy regulations, walled gardens, and complex data make it harder than ever. If proving your team's value is a challenge, you're not alone. In this live webinar, we’ll explore how AI-powered automation and triangulation can help you measure the incremental impact of your marketing activities across all channels. [Watch OnDemand](https://pmmalliance.ondemand.goldcast.io/on-demand/55cb852d-abe2-4104-aa9a-27881e5d82d5) --- ## **Why sign up** - **Struggling with poor data accuracy?** Learn how to gain actionable insights even when traditional tracking signals are lost. - **Looking to optimize your entire marketing funnel?** Discover the power of triangulation and AI to predict and drive growth. - **Offline tactics too tricky to measure?** Understand how to measure the effectiveness of brand and offline marketing. --- ## **What you’ll walk away with** - **AI-driven data automation**: Discover how to measure the incremental impact of every marketing activity with triangulation. - **Solutions to data accuracy challenges**: Overcome measurement hurdles with practical strategies for more accurate insights. - **Optimized marketing funnel strategies**: Gain actionable insights to prove the value of your efforts and drive growth. --- ## **Meet your speaker** ### **János Moldvay** **VP of Measurement,** [**Funnel.io**](https://funnel.io/) János has over 20 years of experience in marketing intelligence and AI-based attribution modeling, helping businesses grow and optimize marketing spending. As Funnel's head of measurement, he’s dedicated to transforming how businesses handle marketing data. Outside of work, he’s a passionate kitesurfer who loves tackling challenges. --- ## **This webinar is designed for...** - CMOs and senior marketing leaders tackling modern measurement challenges. - Executives who are struggling with data accuracy and measuring both offline and digital efforts. - Visionaries ready to use AI to optimize their marketing funnel for growth. ### B2C and B2B marketing convergence: Disrupting traditional approaches to audience engagement URL: https://www.cmoalliance.com/b2c-and-b2b-marketing-convergence/ Last updated: 2026-01-25T10:33:30.000Z CMOnow is your chance to stream exclusive talks and presentations, hosted by marketing experts and industry leaders. It's a unique opportunity to watch the most sought-after marketing content. Each stream delves deep into a key marketing topic, industry trend, or case study. Simply sign up to watch any of our upcoming live sessions. 🎥 Access exclusive talks and presentations ✅ Develop your understanding of key topics and trends 🗣 Hear from experienced marketing leaders 👨‍💻 Enjoy regular in-depth sessions --- [Watch OnDemand](https://www.linkedin.com/events/cmonow-disruptingtraditionalapp7320728916149583873/theater/) Modern marketing doesn’t fit neatly into a B2B or B2C box—and that’s a good thing. This session will explore how top marketing leaders are breaking down the walls between business and consumer approaches to craft smarter, more resonant campaigns. You’ll walk away with actionable insights on what each side can learn from the other—and how blending techniques can drive better business outcomes. --- ### In this session, you’ll discover: 🎯 Discover how B2B and B2C tactics are converging in today's marketing landscape 📈 Learn from real-world campaigns that broke the mold and delivered results 🤝 Explore how marketing can evolve with today’s buyers—regardless of industry 🧠 Get a strategic edge in standing out across fragmented, fast-moving markets --- ### Meet the speaker: [Jean Lawrence](https://www.linkedin.com/in/jean-lawrence/), Chief Marketing Officer, Cloud and Network Services, Nokia Jean Lawrence leads the global marketing and communications organization responsible for portfolio marketing, content creation, digital campaigns, field marketing, partner marketing, product launches, analyst relations, press, and executive communication for Nokia Cloud & Network Services. She helps communications service providers and enterprises realize the benefits of 5G, cloud and the digital economy by securing and automating operations and networks, gaining business insights and efficiencies through AI, and monetizing new business models. In her 25 years of tech industry experience, Jean has held marketing, strategy, communication and product development leadership positions at Oracle, Computer Sciences Corporation, Motorola, and T-Mobile. She holds an MBA from the Kellogg School of Management at Northwestern University and a Bachelor of Arts from the University of Notre Dame. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/04/Jean-Lawrence.jpg) ### Purpose-driven storytelling, inspired by Marvel’s playbook URL: https://www.cmoalliance.com/purpose-driven-storytelling-inspired-by-marvels-playbook/ Last updated: 2025-11-24T11:12:13.000Z As a relatively new brand, how do you compete with industry players that have been around for centuries? At Northwell Health, we realized that winning consumer attention doesn’t rely on massive budgets but on telling stories that matter. Over the past six years, we've seen firsthand how purpose-driven [storytelling](https://www.cmoalliance.com/story-masters-2-the-structure-of-great-brand-stories/) can build real connections. Inspired by unexpected sources like the Marvel Cinematic Universe, we developed a unique approach to connecting with our audience. In this article, I’ll walk you through our journey, sharing how we’ve used authentic narratives to boost our brand, stay culturally relevant, and tackle critical societal issues. Let’s dive in. ## Understanding Northwell Health Northwell Health is a relatively new brand in the New York market, born about 30 years ago. But don't let that fool you – we're actually a pretty big shop and could rightly take our place in the Fortune 500\. We're about an $18 billion organization, and we'll close this year at around $20 billion in revenue. [![Bar chart titled "Total Operating Revenue ($ in Billions)" showing Northwell Health's $18.0B in revenue compared to other multinational companies like Dupont, Regeneron, Nordstrom Resorts, MGM Resorts, Fox Corp., BlackRock, Adobe, Aflac, Live Nation, Visa, Starbucks, Coca-Cola, and Nike. Northwell Health's bar is highlighted in green.](https://lh7-rt.googleusercontent.com/docsz/AD_4nXd5f0ExqjqesrKhOg3WXNpt7mzjqHtDvoBICm1JAjm8tmCPh6ykmeHNcmwv5vuC0efe73_DIOQWDZ9dp-FPAHK2KFnM_eg8DFKqHsQTaTQgiUq89yalomQIyReqvuKGdwb-XQD7?key=zMuneCFAlYz20Ocuq_SDeQ)](https://www.cmoalliance.com/purpose-driven-storytelling-inspired-by-marvels-playbook) We're the largest health system in the metro New York market, about three times larger than our nearest competitor. We have around 88,000 employees, including about 20,000 nurses and 7,000 physicians. With 21 hospitals and a thousand points of entry where consumers can seek services, we treat about six million patients a year. New Yorkers have some great choices for [healthcare](https://www.productmarketingalliance.com/product-marketing-in-the-healthcare-industry-ebook/), with literally storied institutions. Think about New York Presbyterian – their hospital charter was signed in 1771 by King George! Or NYU Langone, which started as an educational institution in the 1860s. As you can imagine, there’s a real battle for share of mind in this hyper-competitive market. ## Navigating a competitive healthcare market In such a [competitive market](https://www.cmoalliance.com/the-best-competitive-strategy-for-each-stage-in-the-business-lifecycle/), gaining consumer attention and driving engagement is paramount. We realized that traditional approaches (often focused on transactions and the slice of health that consumers experience within an institution) weren't enough. Our first step was to really understand the consumer's journey and redefine what "health" means to them. [![Diagram showing "Redefining The Consumer Relationship" with three blue squares connected by a double-sided arrow. The squares are labeled: "Lifelong journey partnership" (guiding people along their healthcare journey), "Cultural relevance" (being present where consumers are, including unexpected places), and "Social leadership" (taking a stand and giving a voice to issues no other brand talks about).](https://lh7-rt.googleusercontent.com/docsz/AD_4nXeyQXk75VMMphoGQcjfNWrOSuK7z7cK1clMbHiNNVIw832Y9JmD-d9oHQgzXihqCck8iZQPdEsfAa48HAqsLbGX9gjf9qaU4O56Zj_4i6WZLjFVbtQkG_SB4foTN4IZRTfXQBBRjw?key=zMuneCFAlYz20Ocuq_SDeQ)](https://www.cmoalliance.com/purpose-driven-storytelling-inspired-by-marvels-playbook) Instead of a transactional view, we adopted a longitudinal perspective. We aimed to be relevant to consumers throughout their entire health journey. Think about what health empowers in your life: your love, your passion, your career. As the pandemic highlighted, all of this is jeopardized when you don't have your health. By staying in [emotional territory](https://www.cmoalliance.com/story-masters-4-emotional-connections-in-brand-stories/) and being culturally relevant, we’re elevating health from a typically low-interest category and making our content much more accessible and engaging. ### Addressing hidden societal issues Part of this longitudinal journey involves acknowledging hidden dangers in society that consumers may not actively consider until they are brought to their attention. Once these issues surface, it opens the door for meaningful conversations. Take gun violence, for example. In 2019, it tragically became the leading cause of death for children in the U.S., a stark contrast to other Western industrialized countries, where automobile accidents typically hold that position. We felt it was crucial to be relevant to this crisis. We launched [the first national campaign on gun violence](https://www.adcouncil.org/learn-with-us/press-releases/gun-violence-prevention-initiative-convenes-health-care-and-business-leaders-to-curb-firearm-injuries-and-deaths-on-americas-youth), with creative designed to alert parents to this lurking danger. We then made this creative available to 157 other health systems to use in their markets. This is just one example of how we’re showing up differently and engaging consumers on issues that truly matter. _This post is for subscribers only._ ### B2B brand strategy: Key tactics to revive and re-evaluate it URL: https://www.cmoalliance.com/b2b-brand-strategy-key-tactics-to-revive-and-re-evaluate-it-2/ Last updated: 2025-07-02T06:22:36.000Z Keeping your [brand](https://www.cmoalliance.com/how-to-get-more-from-brand-marketing-analytics/) relevant and impactful today means hitting pause every now and then and taking a good, honest look at your strategy. Customer habits are shifting, new competitors are popping up all the time, and the market is changing faster than ever. If you’re not regularly checking in on your brand, you could be losing ground without even realizing it. So, how do you keep your [brand](https://www.youtube.com/watch?v=oUHp16Kf5T8&ab%5Fchannel=CMOAlliance) sharp and aligned with your goals? Here are five key steps to help you realign with your vision, better connect with your audience, and stay ahead of the curve. ## **Understanding your brand’s core purpose** Before you jump into tactics, it’s worth taking a step back and asking: what’s the real purpose behind your brand? Too often, companies get busy running campaigns and chasing [short-term goals](https://www.cmoalliance.com/finding-balance-as-a-marketing-leader-between-short-and-long-term-goals/) without checking whether they’re still on track with their original mission. It’s crucial to be clear about the problem your brand solves and the value it brings to your customers. Take a page from Google’s book – their early vision was all about organizing the world’s information and making it easy for everyone to access and use. When you’re clear on your brand’s purpose, you build a solid foundation for making smarter decisions. It influences everything from how you talk to your customers to the experience you deliver. Think of your brand’s purpose as your true north – it helps cut through the noise and focus on what really matters. One way to reconnect with your vision is to write a statement as if you’ve already hit your goals. Let’s say your goal is to boost event bookings. Describe your calendar as packed, your team buzzing with energy, and your customers raving about the service. Writing like this, in the present tense, helps shift your mindset into a more focused, goal-driven space. This trick isn’t just for personal goals – it works just as well in business. It gives you a clearer picture of where you're heading and how to get there. ## **Evaluating your current position** Once you’ve mapped out your dream brand [positioning](https://www.youtube.com/watch?v=uBOX2gJmAJY&ab%5Fchannel=CMOSummit), it’s time to check how it stacks up against reality. A lot of companies operate based on old ideas about their market, audience, or competitors. That’s where a brand audit can come in handy – it helps you see where you actually stand right now. Look at things like market share, how well you're keeping customers, and what people are saying about your brand. Find the gaps between where you are and where you want to be. That’s your signal to tweak, improve, and innovate. To bridge the gap, set goals that are specific, measurable, achievable, relevant, and time-bound. Think: increase free trial downloads by a certain percentage in three months, boost your review scores, or [grow revenue](https://www.cmoalliance.com/making-your-customers-your-growth-priority/) compared to last year. Then, break those goals into steps that tie your marketing work into the rest of the business. Also, don’t forget to consider what’s going on around you. Things like new tech, shifting regulations, or big trends in your industry can have a huge impact. Keeping an eye on competitors is just as important. It can give you clues about how to sharpen your edge and stay top of mind in a fast-moving market. ## **Optimizing revenue streams** If you want to grow, you need to know what’s actually bringing in the money. Most brands have a few different ways of making revenue – but not all of them are equal. Start by grouping your products or services based on how much they earn. Think in terms of high-revenue, high-volume offers, or those big-ticket, low-volume services. And don’t ignore the expensive stuff that might be draining resources without delivering much back. Knowing which offers make the most profit helps you spend your [marketing budget](https://www.cmoalliance.com/where-are-marketing-budgets-being-spent/) more wisely. Sometimes, a fresh perspective can spark new ideas. Bring in people from different teams, chat with consultants, or tap into industry contacts. Group brainstorms can uncover overlooked markets, new product ideas, or pricing tweaks that could increase profit. A quick exercise: list every product or service you sell, then rank them by how profitable and popular they are. That’ll show you where to focus and make sure your marketing supports the stuff that gives you the biggest return. ## **Understanding your audience** Getting clear on who you’re talking to is key to making your marketing work. Audiences shift over time, so it’s important to keep your finger on the pulse. Your audience usually falls into two camps: advocates who love your brand and help spread the word, and revenue drivers who actually bring in the cash. Breaking these groups down by things like age, interests, or habits can help you fine-tune your message and target people more effectively. Say you’re a venue brand – event planners might be a core audience. They’ll want to hear how you solve their specific problems. Meanwhile, corporate clients may care more about reliability, professionalism, and scalability than creative flair. To go even deeper, build out some buyer [personas](https://www.cmoalliance.com/story-masters-3-the-characters-in-your-brand-stories/). These are fictional profiles based on real customers that help shape your messaging. Think of someone like “Stephanie, the VIP Insider” – she’s stylish, influential, and expects a top-tier experience. Having a persona like this helps guide tone, content, and approach so that your message really hits home. ## **Crafting effective messaging** Great messaging is what sets your brand apart. It should speak clearly to your audience and explain why you’re the right choice. A solid messaging framework usually has three parts: a main brand theme that sums up who you are, target statements tailored for different groups, and messaging pillars that highlight benefits, proof points, and what makes you unique. The key is to keep it clear, persuasive, and consistent. Ditch the complicated jargon – no one wants to decode what you’re saying. Instead, focus on telling people what you do and why it matters, in a way that sticks. Let’s say your brand theme is all about delivering unforgettable venues and epic events. Your pillars could focus on things like flexibility, premium locations, and flawless execution. [Dark social: Tracking and leveraging private sharingDark social is all about the content that can’t be tracked by analytics tools since it’s shared in private spaces, from SMS to messaging apps.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--118.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Doodles.png)](https://www.cmoalliance.com/dark-social-tracking-and-leveraging-private-sharing/) ## **Implementing a 360° marketing strategy** To turn interest into action, you’ve got to think about the full customer journey. It usually starts with awareness – when people first come across your brand. Next up is [engagement](https://www.cmoalliance.com/putting-people-at-the-heart-of-your-brand-story/). That’s when people check out your site, read content, or follow your socials. Then comes conversion, where they make a purchase or reach out. But your job doesn’t stop there. Retention strategies help build long-term relationships and get repeat business. Advocacy is the cherry on top – when happy customers spread the word for you. A strong marketing strategy uses a mix of owned, earned, and paid media. Owned media is your website, [emails](https://www.cmoalliance.com/boosting-your-email-conversion-rates/), and social channels – stuff you control. Earned media includes PR, user reviews, and content people create about you – it builds trust. Paid media covers ads, promotions, and sponsorships to help you reach new audiences. All three should work together so that every touchpoint supports the next, giving your brand more impact. ## **Reflecting and moving forward** Looking back on what worked (and what didn’t) helps you move forward smarter. Celebrating wins keeps the team motivated. At the same time, spotting areas to improve opens the door for fresh ideas. By getting clear on what’s next, you’ll tighten up your positioning, fine-tune your marketing, and stay ahead of the game. Whether it’s updating your message or getting sharper about your audience, being strategic sets you up for long-term success. Brands that keep learning, adapting, and refining are the ones that stay strong – no matter how fast things change. --- *This article was inspired by a talk on* [*one of our CMO Summit events*](https://www.youtube.com/watch?v=4Bs7T9aBLRc&ab%5Fchannel=CMOSummit)*, with Carley Gauthier, National Director of Marketing at Live Nation.* --- Join [our growing network](https://www.cmoalliance.com/join-the-community/) of marketing leaders and learn from your peers, make new connections, share ideas, and so much more. [Community | CMO AllianceReady to connect with CMOs and top-level marketing executives all over the world? Join our community for an exclusive space for CMOs to network, share experiences and insights, and seek advice directly from other CMOs.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--115.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Meta_Image_Template-2-6.png)](https://www.cmoalliance.com/join-the-community/) ### How to create brand narratives that resonate with your audience URL: https://www.cmoalliance.com/how-to-create-brand-narratives-that-resonate-with-your-audience-2/ Last updated: 2025-04-07T08:00:21.000Z Data-driven decision-making and compelling brand storytelling are essential for success. During [one of our events](https://events.cmoalliance.com/), marketing leaders shared their insights on leveraging data, understanding customer behavior, and crafting an impactful brand narrative. Below are the key takeaways from their conversation – but if you want to catch the full convo, [check out the video](https://www.youtube.com/watch?v=wOuBQRhrztM&ab%5Fchannel=CMOSummit) here: ## **The power of being data-driven** Marketing has evolved, and being data-driven is now a requirement rather than an option. Leaders need to ensure their teams are using data to share brand [narratives](https://www.cmoalliance.com/crafting-data-driven-narratives-that-resonate/), not just relying on gut instinct or outdated assumptions. One of the most effective ways to do this is by surveying customers – both current and potential. Regular research, whether through third-party studies or quick internal polls, provides valuable insights into customer behavior. For example, in the electric vehicle (EV) space, studies revealed that consumers don’t talk about charging in terms of amps or kilowatts; instead, they care about how many miles they can get per hour of charging. This small but crucial insight shaped how the company communicated its value proposition to potential buyers. Marketers must also challenge internal assumptions. Just because something was true a decade ago doesn’t mean it’s true today. If a founder or long-time exec says, “This is what our customers care about,” the next question should be, “How do we know that? What data supports it?” [Competitive analysis](https://www.cmoalliance.com/the-best-competitive-strategy-for-each-stage-in-the-business-lifecycle/) is another crucial piece – knowing what rivals are doing can help brands stay ahead of industry shifts. ## **Gaining market insights** Beyond [customer research](https://www.cmoalliance.com/5-reasons-why-businesses-should-not-ignore-customer-feedback/), brands need to understand the bigger picture. Competitive analysis helps businesses find where they can stand out, while sales and customer success teams provide real-world insights from the front lines. These teams interact with customers every day, so their feedback is invaluable. Macroeconomic and technological trends also shape consumer behavior. Take Germany’s push for vehicle-to-grid technology – by keeping an eye on such developments, businesses can stay ahead of the curve. Tools like PESTEL analysis (which looks at Political, Economic, Social, Technological, Environmental, and Legal factors) can help companies anticipate external shifts before they happen. [The solution to sales and marketing misalignmentMisalignment between sales and marketing remains a problem in 2024\. Failing to fix it is a huge missed opportunity for CMOs.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--113.png)CMO AllianceAudrey Masset![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Doodles--5-.png)](https://www.cmoalliance.com/sales-and-marketing-alignment-boosts-revenue-generation/) ## **Educating the C-suite on marketing’s value** One of the biggest challenges marketing leaders face is getting the executive team to truly understand the impact of marketing. The best way to do this? Speak their language – numbers. Executives care about measurable outcomes, so framing marketing’s value in terms of data and financial impact makes all the difference. Building strong relationships across departments also helps. When [marketing collaborates](https://www.cmoalliance.com/cmo-cfo-collaboration/) with sales, finance, and product teams, it ensures a unified approach to brand storytelling. If leadership understands and supports the marketing strategy, implementation becomes much smoother. ## **Crafting a compelling brand narrative** A strong brand story starts with knowing your audience’s aspirations. Every brand should ask: Who do our customers want to become? What drives them? In the EV industry, research has identified three major buyer types: the tech-savvy early adopters who love the latest innovations, the environmentally conscious buyers focused on sustainability, and the pragmatic consumers who just want something reliable and safe. By understanding these different [personas](https://www.cmoalliance.com/rethinking-buyer-personas-a-modern-approach-for-effective-marketing/), brands can tailor their messaging accordingly. A crucial lesson in brand storytelling is making the customer the hero—not the company. Instead of saying, “Look how great we are,” businesses should position themselves as the tool that helps customers achieve their goals. This shift makes messaging more relatable and impactful. Another important factor is mapping out the customer journey. From initial awareness to [long-term engagement](https://www.cmoalliance.com/putting-people-at-the-heart-of-your-brand-story/), every interaction should reinforce the brand’s value in a way that feels natural and seamless. ## **Scaling a brand story across the organization** It’s one thing to create a brand strategy – it’s another to make sure it sticks across the entire company. Sales and customer-facing teams, in particular, need to be on board. A mix of top-down leadership alignment and bottom-up employee engagement is key. [Why appreciation is the most undervalued leadership skillAppreciation is one of the many hard and soft skills modern-day leaders must possess. This guide will tell you why every leader must show appreciation toward their employees, coworkers, and business partners.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--112.png)CMO AllianceErik Bergman![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Why-appreciation-is-the-most-undervalued-leadership-skill-sharing-1-3.png)](https://www.cmoalliance.com/why-appreciation-is-the-most-undervalued-leadership-skill/) One way to do this is through internal surveys and crowdsourcing. When employees have a say in defining how they contribute to the brand promise, they’re more likely to embrace it. Internal competitions, such as pitch contests, can also encourage teams to incorporate storytelling into their roles. And of course, using multiple communication channels – [Slack](https://www.cmoalliance.com/join-the-community/), SharePoint, email – ensures consistent messaging across departments. ## **Training sales and success teams on storytelling** For a brand story to truly resonate, sales and customer success teams need to be comfortable sharing it. That means providing them with a clear, repeatable narrative that feels natural to use. Salespeople are often driven by incentives, so incorporating [brand storytelling](https://www.cmoalliance.com/story-masters-2-the-structure-of-great-brand-stories/) into sales competitions can be an effective way to encourage adoption. Real-world case studies can also help. When teams see how storytelling has driven results for others, they’re more likely to embrace it themselves. ## **Reinforcing the brand promise** Employees are a company’s best brand ambassadors, but they need the right tools and training to deliver a consistent experience. Brands like Apple and Nordstrom have mastered this with well-defined internal processes. Apple store employees, for example, are trained to do two things before a customer leaves: upsell a product or reinforce brand affinity. Meanwhile, Nordstrom’s “Four on the Floor” rule requires sales associates to bring out four shoeboxes – one with the requested size, one in a different size based on fit, one alternative style, and one complementary option. These kinds of internal branding strategies create a seamless customer experience that aligns with the company’s values. By integrating data-driven insights, customer-focused storytelling, and company-wide alignment, brands can craft narratives that resonate both inside and outside the organization. The key to success? Keep learning, keep adapting, and keep reinforcing the brand promise at every opportunity. --- *This article was inspired by a talk on* [*one of our CMO Summit events*](https://www.youtube.com/watch?v=wOuBQRhrztM&ab%5Fchannel=CMOSummit)*, with *Channing Fleetwood*, SVP & Chief Marketing Officer at JAMS, and *Amy Barzdukas*, Senior Vice President, Marketing Practice at Roberts Marketing.* --- Join our [Slack channel](https://www.cmoalliance.com/join-the-community/) and get a direct line to some of the best and brightest marketing leaders in the world. [Community | CMO AllianceReady to connect with CMOs and top-level marketing executives all over the world? Join our community for an exclusive space for CMOs to network, share experiences and insights, and seek advice directly from other CMOs.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--114.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Meta_Image_Template-2-5.png)](https://www.cmoalliance.com/join-the-community/) ### The 40% AI takeover: Reclaiming visibility when AI dominates search URL: https://www.cmoalliance.com/reclaiming-visibility-when-ai-dominates-search/ Last updated: 2025-08-26T11:25:39.000Z Quick question: Have you seen a drop in traffic to your website in the last six months? I’m betting the answer’s yes. You may even have had your CEO at your desk asking, “What the heck’s going on with our traffic – and what are you doing about it?” If it makes you feel any better, you're not alone. Over the last six to twelve months, every industry has seen a double-digit decline in [search](https://www.cmoalliance.com/how-ai-is-reshaping-search-in-2025/) traffic. At Conductor, we analyzed a ton of websites and saw significant dips across various industries, from consumer products (**\-13%**) to technology and software (**\-12%**). [![An infographic titled "2024: The Year of Traffic Declines" showing double-digit traffic decreases across various industries, including Consumer Products (-13%), Consumer Retail (-10%), Media & Entertainment (-12%), and Technology & Software (-12%).](https://lh7-rt.googleusercontent.com/docsz/AD_4nXfH2MKXC3IQYp4a1zwifPXVpz3FDc65K86yKz5d3qkLUKcGO6d72b-i464t2gTh0KGYxmDKyu78pqdk6EihmN_uH9hHZYOLFHdA8V8Qm8u_p3LMqMYERc1J4SgnutuUZyG-S_s2BQ?key=hv6UVjMPbE7CtSEW7_6GoA)](https://www.cmoalliance.com/reclaiming-visibility-when-ai-dominates-search) This downward trend can feel scary, but there's a silver lining: what you're experiencing is part of a massive, industry-wide shift. [The way people search](https://www.cmoalliance.com/understanding-human-search-behavior-patterns/) is changing, and as a result, the search engine results pages (SERPs) are being completely reconfigured. This article will explain what's happening and, more importantly, give you a three-step strategy to adapt. We'll explore why generic content no longer works, how to find and engage with new sources of brand visibility, and what new metrics you should be tracking to prove your marketing efficacy in the age of [AI search](https://www.cmoalliance.com/search-is-changing-google-ai-mode/). ## The new reality of search A year ago, a typical search query might have consisted of a few simple keywords. Now, people are typing full prompts and questions into Google, ChatGPT, Perplexity, and a host of other platforms. They're having conversations with AI, and this shift is completely reshaping how brands show up – or *don't* show up – in the results. ### The death of the 'blue link' It used to be that owning the top spot on Google meant everything. You'd have your ad, maybe a few blue links, and your traffic would be great. But over the last six months, that's all changed. What we're seeing now is the **AI Overview (AIO)** popping up at the top of the page, pushing those coveted blue links way down. On a mobile device, the blue links are often completely out of sight. For brands that relied on being number one for traffic, this is a major problem. ### The volatility of AI overviews At Conductor, we’ve analyzed over seven million keywords since October. What we found was that about **40%** of those keywords are now showing an AI Overview result at some point. [![A slide from Conductor showing that on average, 40% of searches have resulted in an AI Overview since October, with specific percentages for Consumer Products (30%), Consumer Retail (36%), Technology & Software (40%), Media & Entertainment (37%), Financial Services (43%), and Healthcare & Life Sciences (58%).](https://lh7-rt.googleusercontent.com/docsz/AD_4nXc377nLXOF-3Ozr8LjNmwj0LXkzNGgn8CzLRWm27xS0nQ1cCe05wZR-bVdF78yeuQQ6dBVmR8LRccZJYOzPoveS9Z5WYIwI_KhdFY6uM2C1zZj4xkYbBVqwU0hY9NGQoXtv-QaQ?key=hv6UVjMPbE7CtSEW7_6GoA)](https://www.cmoalliance.com/reclaiming-visibility-when-ai-dominates-search) This isn't a static change; it's a volatile one. An AIO might appear for a specific keyword one day and not the next. This means that a topic that drives a ton of traffic and conversions for your business could be great on Monday and then completely hidden by an AIO result on Tuesday. This volatility is a sign of broader experimentation. Google is continuously testing new layouts. Plus, [large language models (LLMs)](https://www.cmoalliance.com/how-llms-are-reshaping-product-discovery/) like ChatGPT and Grok are in on the action. The same prompt can produce different answers on each platform, sometimes citing different sources. All this means that our jobs are suddenly a lot more complicated – search and content teams now have to manage visibility in multiple places, from Google to all these AI-powered search tools. And trust me, our jobs were already complicated enough! The good news is, there’s a way forward. But to make sense of it all, we need to look at three key shifts that will help us reclaim our place in a world where AI now calls the shots. ## Observation #1: Generic is out. Expertise is in. The first step is to recognize that the type of content that used to work is no longer effective. Those generic, transactional keywords and "how-to" articles that were once a source of huge traffic are now prime candidates for an AIO. An AI can easily answer questions like "How to create an Instagram business account" or "What is [kombucha](https://www.cmoalliance.com/cult-favorite-to-category-leader-health-ade-brand-marketing)?" _This post is for paying subscribers only._ ### What you need to know to transition from a Marketing Manager to a Marketing Director URL: https://www.cmoalliance.com/transition-from-marketing-manager-to-marketing-director/ Last updated: 2025-04-16T07:41:22.000Z > *"Leadership is the art of giving people a platform for spreading ideas that work." –* [***Seth Godin***](https://carminemastropierro.com/seth-godin-quotes/)***, author and marketing expert ​*** ## **Marketing Manager vs. Marketing Director** The Marketing Manager and Marketing Director roles both drive a company’s marketing efforts, but they’re different when it comes to scope, [responsibilities](https://www.cmoalliance.com/startup-cmos-what-do-they-have-in-common/), and strategic impact. ### **Marketing Manager** A Marketing Manager focuses on execution and tactical management, and usually reports to the Marketing Director, the VP of Marketing, or the CMO. Some of the key responsibilities of a Marketing Manager include: - Implementing [marketing campaigns](https://www.cmoalliance.com/the-what-why-and-how-of-360-degree-marketing-solutions/), - Managing content, social media, or other marketing channels, - Analyzing performance data and adjusting strategies - Coordinating with sales, product, and creative teams, and - Overseeing [budgets](https://www.cmoalliance.com/where-are-marketing-budgets-being-spent/) for specific campaigns or projects The role of Marketing Manager is best for mid-level professionals with hands-on experience looking to grow into leadership roles. ### **Marketing Director** On the other hand, a Marketing Director focuses on strategy and [leadership](https://www.cmoalliance.com/why-appreciation-is-the-most-undervalued-leadership-skill/), and reports to the VP of Marketing or the CMO. Key responsibilities include: - Developing overcharging marketing strategies, - Leading teams of managers and specialists, - [Aligning marketing](https://www.cmoalliance.com/sales-and-marketing-alignment-boosts-revenue-generation/) with company-wide goals, - Managing high-level budgets and resource allocation, and - Making executive-level decisions on branding, positioning, and market expansion. This role is best for senior professionals with strategic vision and leadership skills who are ready to influence business direction. | | Marketing Manager | Marketing Director | | -------------- | ---------------------------------- | ------------------------------------------------ | | Scope | Tactical execution | High-level strategy, cross-functional leadership | | Decision power | Limited, with assigned projects | Broad, influencing company strategy | | Budget control | Campaign-level | Department-wide | | Leadership | Manages specialists or small teams | Leads managers and multiple teams | | Career level | Mid-level | Senior-level | In short: Marketing Managers execute. Marketing Directors strategize. ## **How to become a Marketing Director** Becoming a Marketing Director requires a combination of [strategic experience](https://www.cmoalliance.com/how-paula-catoira-leverages-cross-functional-experience-2/), leadership skills, and deep marketing knowledge. ### **Build a strong foundation in marketing** It goes without saying that you need to be a marketing expert to become a Marketing Director. And, though not mandatory, both Managers and Directors tend to have a bachelor’s degree in marketing, with Marketing Directors often also having an MBA (Master of Business Administration) – an advanced degree that allows them to prepare for a more high-level role. ### **Develop your leadership and strategy skills** > *"As a leader, we've learned a lot in the last five, ten years about leading with compassion, really connecting with people at a human level." –* [***Alex Craddock, CMO of Citi***](https://www.businessinsider.com/advice-aspiring-marketing-leaders-citi-cmo-alex-craddock-2024-10) Before moving into the Marketing Director role, make sure to spend time as a Marketing Manager or even as Head of Marketing, which will give you tons of experience. Another thing you should focus on is taking ownership of campaigns, budgets, and [team management](https://www.cmoalliance.com/four-strategies-keep-nurture-top-marketing-talent/) – as well as learning to align marketing with business goals. It's equally important to be able to show the value/impact of your actions. Of course, you should also develop cross-functional [collaboration](https://www.cmoalliance.com/cmo-cfo-collaboration/) skills, such as working with sales, product, and the C-suite. ### **Master data-driven decision-making** Get comfortable with tools like Google Analytics, understand KPIs (key performance indicators) and metrics like conversion rates and ROI, and leverage market research and competitive intelligence to inform strategies. [From data to action: The CMO playbookData is valuable only when it translates into actionable insights. Many CMOs today are data-rich and information-poor.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--107.png)CMO AllianceAudrey Masset![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--8--1.png)](https://www.cmoalliance.com/from-data-to-action-the-cmo-playbook/) ### **Years of experience** Marketing Managers and Marketing Directors tend to have different years of experience in marketing, though it depends on the industry and company size. Still, a Marketing Manager typically averages 3 to 7 years of experience while a Marketing Director usually has 7 to 15+ years of experience. However, the jump from Manager to Director often depends on leadership experience, strategic thinking, and the ability to drive measurable business outcomes rather than just years alone. ### **Gain experience in resource allocation** Marketing Directors manage budgets, so understanding financials is of the utmost importance. In addition, they work on forecasting, ROI calculations, and cost-effective campaign management. So, you should own profit and loss responsibility by showing that you can [allocate budgets](https://www.cmoalliance.com/10-strategies-to-drive-demand-generation-despite-budget-cuts/) and drive ROI. For example, propose a marketing campaign where you control spending and report revenue impact. ### **Networking and thought leadership** Networking and building your personal brand are also essential for anyone wanting to become a Marketing Director. Attend industry conferences (like [our events](https://events.cmoalliance.com/)), share insights through [LinkedIn](https://www.linkedin.com/company/cmo-alliance/) and speaking engagements, and build a network with executives, marketers, and other industry leaders. ### **Demonstrate director-level actions** [Position yourself for leadership](https://www.cmoalliance.com/how-to-position-yourself-as-a-cmo/) by mentoring junior members of the team, which allows you to showcase your leadership skills. On top of this, think about your company’s growth and how you can help/contribute to it, which helps you show C-suite thinking. ### **Other career move examples that can help you transition into Marketing Director** - Develop a product-led growth strategy. - Spearhead a rebrand or positioning shift. - Implement [AI-driven marketing automation](https://www.cmoalliance.com/ai-for-marketing-leaders-ebook/) to increase efficiency. - Improve MQL-to-SQL (marketing qualified lead to sales qualified lead) conversion rates. - Align marketing with sales KPIs (e.g., pipeline contribution). - Join leadership meetings where strategy, budgets, and company vision are discussed. - If possible, why not try a [fractional CMO role](https://www.cmoalliance.com/fractional-cmo-roles-benefits-and-challenges/) to gain more experience? ## **Challenges of transitioning into Marketing Director** Moving from a Marketing Manager to a Marketing Director role is a big step, and while it’s certainly exciting, it also comes with a whole new set of [challenges](https://www.cmoalliance.com/what-are-the-biggest-challenges-facing-cmos-and-marketing-leaders/) to overcome. ### **Become more strategic** As we’ve seen, Marketing Managers focus more on executing campaigns, but Marketing Directors set the strategy. This means changing from being more hands-on to guiding the bigger picture (e.g., market positioning, brand vision, long-term goals). **How to handle it**: Start thinking like a director before you get the title. Get involved in strategic discussions, analyze business impact, and develop long-term plans. ### **Manage upward** Marketing Directors interact with C-suite executives, board members, and other senior stakeholders. You’ll need to sell your vision, [secure buy-in](https://www.cmoalliance.com/the-secret-to-successful-long-term-marketing-plans/), and align marketing with broader business objectives. **How to handle it**: Become more business-minded, understand financial metrics, etc. ### **Leading managers** As a Director, you’ll likely be leading managers, so you must empower your team, set clear goals, and build a high-performance culture. **How to handle it**: Shift from "doing" to coaching and mentoring. Invest in leadership training and delegate tasks. [AI for Marketing Leaders eBookThe impact of artificial intelligence on the marketing industry is multifaceted and profound – and marketers in leadership positions are at the forefront of this transformation. To stay ahead, businesses must integrate AI into their strategies to enhance personalization, predict customer behavior, and scale content creation like never before. Our AI![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--108.png)CMO AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_AI_Marketing_Leaders_eBook__Blog-11.png)](https://www.cmoalliance.com/ai-for-marketing-leaders-ebook/) ### **More expectations** Handling the pressure that comes with director-level expectations is crucial. You’ll be responsible for everything from market positioning to brand perception and lead generation, so the stakes are higher. **How to handle it**: Learn to prioritize, build resilience, and communicate wins effectively to stakeholders. ### **Balancing short-term wins with long-term strategy** Directors must deliver immediate results (leads, conversions, revenue) while also driving long-term brand and positioning. **How to handle it**: Set clear KPIs for both [short- and long-term goals](https://www.cmoalliance.com/finding-balance-as-a-marketing-leader-between-short-and-long-term-goals/). Align marketing efforts with revenue growth while keeping brand-building initiatives in play. ### **Navigate office politics** At the director level, you’ll need to navigate internal politics, negotiate for resources, and ensure marketing is taken seriously across the company. **How to handle it**: Build strong relationships with sales, finance, and product teams, speak the language of leadership (usually numbers), and ensure marketing’s impact is visible and understood. ### **Manage crisis** You may have to deal with brand reputation issues and negative press. One bad move (campaign blunder, [social media](https://www.cmoalliance.com/overcoming-modern-social-media-challenges-as-a-cmo/) backlash) can escalate quickly. **How to handle it**: Have a crisis management plan in place, be proactive in handling brand reputation, and learn to respond effectively under pressure. ## **In short** Transitioning from Marketing Manager to Director requires a mindset shift from execution to strategy. This means you go from managing campaigns to managing people, and from focusing on marketing to influencing the entire business. --- *If you haven't already,* [*join our growing community*](https://www.cmoalliance.com/join-the-community/) *of marketing leaders, from CMOs to Marketing Managers, Directors, VPs and more, and make connections, answer questions, and learn from your peers.* [Community | CMO AllianceReady to connect with CMOs and top-level marketing executives all over the world? Join our community for an exclusive space for CMOs to network, share experiences and insights, and seek advice directly from other CMOs.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--109.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Meta_Image_Template-2-4.png)](https://www.cmoalliance.com/join-the-community/) ### Zero-party data vs. first-party data: Top strategies for a privacy-first world URL: https://www.cmoalliance.com/zero-party-data-vs-first-party-data/ Last updated: 2025-04-16T07:41:55.000Z [Third-party cookies](https://www.cmoalliance.com/game-plan-for-the-end-of-third-party-cookies/) may not have ended yet, but not everyone is using them. [According to Adobe research](https://blog.adobe.com/en/publish/2024/07/15/adobe-study-brands-make-progress-weaning-off-third-party-cookies-yet-feel-less-prepared-than-ever-world-without-them), 51% of marketers don’t depend on them. So, how can you get all the information you need with zero- and first-party data? ## **What is zero-party data?** Zero-party data is information that a customer *intentionally and proactively* shares with you. Unlike other types of data, it is explicitly provided by the user rather than inferred through behavior or collected indirectly. For example: - Survey responses - Quizzes and assessments - Social media polls - Rating buttons - Feedback forms ## **How does zero-party data benefit you?** ### **Better personalization and customer experience** Zero-party data is self-reported by your customers – and it’s highly accurate considering it’s directly provided by them, so you don’t have to engage in guesswork. On top of this, zero-party data also allows you to tailor content, recommendations, and [experiences](https://www.cmoalliance.com/cmos-why-is-brand-experience-so-important-now/) based on your customers’ input – this can help you improve engagement. For example, [Netflix](https://www.netflix.com/gb/) uses self-reported genre preferences to personalize content recommendations. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXf9UgmA_d0p01Psqz0rMKETxW8YAyb9ch7W-uC2bFNhfbblevXhuQCbZk1b9lidmctx0LG55EUCD9HwweB1m5J9u43fkmOddK5QCMtOO6WV7USwzXYvLGWTXBg0VbfoK_ZRhdISww?key=R6kk8DELgxRBtqeqcuNdYQrk) Another example isTypology, a French skincare brand that allows customers to provide information about the issue they’re trying to solve, after which they provide the products they believe will match people’s needs the best. They also collect information by providing a [diagnostic test](https://uk.typology.com/diagnostic) that customers can take to find out their skin type (something that also allows Typology to provide personalized product recommendations). ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXfBSgiG-eKExn0esW1ELz6qpVb83GwdC5EUpjV07f-SoJ_9IJOXoMXa38bbbkIJpucqFWf1X79FaYeX0pLPPpyAKKFKi_SbxHSdFiDDaiB8fx3yi7aSEWgFFM6PkTuxe4L_dfGP5Q?key=R6kk8DELgxRBtqeqcuNdYQrk) ### **Regulations-compliant** Because zero-party data reduces reliance on third-party cookies (and it’s willingly shared by customers), they comply with GDPR (General Data Protection Regulation) and CCPA (California Consumer Privacy Act), as well as other privacy regulations. Brands that are transparent about data collection build trust and long-term loyalty much more easily than others who don’t. ### **Lower customer acquisition costs (CAC)** With more precise targeting, gained from insights provided directly by customers, you can spend less on ads that aren’t working so well, and more on [high-intent leads](https://www.cmoalliance.com/10-strategies-to-drive-demand-generation-despite-budget-cuts/). This allows you to save money, since you’re focusing on the people who have already expressed an interest in your products or services. For example, stroller company [Mockingbird](https://hellomockingbird.com/) asks customers when their baby is due when they sign-up to their email, which allows them to send timely, relevant emails that match the customer’s state in their parenting journey – besides lower CAC, this also leads to higher engagement and conversion rates. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXcIQ2YA7DudMDau6g2XRG9hQ5xYymjjcu1sCZS_uGAJtfbK2sZWfBAvoLt1D1s7hX_v9PgheRaFgtcvDlZ1Pdy3c9b5kZdBjHpkz7gNnpke9AkEcvEI7Ckr6aUv4MYF5VIMeosBGw?key=R6kk8DELgxRBtqeqcuNdYQrk) ### **More meaningful customer relationships** Because you can gather your customers’ preferences, you can better craft engaging experiences instead of trying to guess what people are looking for. Your customers will feel heard and valued, which can lead to higher retention levels and brand advocacy. For instance, [Starbucks Rewards](https://www.starbucks.co.uk/rewards) allows members to get custom offers based on their favorite drinks, which increases repeat visits. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXdrUNJVwvevfiiQXJ5pa6FiX6f4vFmuuJrblvpOPIvaHMz2xnllhkSrfoYYQN50r4PB5ctysSEp-4eWf20v7OLVgdPvzmtIrBzy5Br3Fnwrbt3Y5Tileau747e1YgimggRs_qeSSg?key=R6kk8DELgxRBtqeqcuNdYQrk) **Zero-party data also benefits customers**, since they get: - More relevant offers and recommendations. - Greater control over their data - A smoother shopping experience ## **Zero-party data strategy** A well-planned strategy can help you to collect voluntary, high-quality data while delivering personalized experiences and building trust. Here are a few steps you can follow: ### **1\. Define your data goals** Before collecting data, determine the insights you actually need (e.g., preferences, product interests), how you’ll use the data (e.g., personalized [emails](https://www.cmoalliance.com/boosting-your-email-conversion-rates/)), and the value customers will get in return (e.g., exclusive offers). ### **2\. Create engaging data collection points** It’s important you encourage your customers to willingly share their preferences – you can do that using interactive and engaging experiences, such as: - **Quizzes**, which allows you to gather insights, keep it fun and visual, and incentivize with rewards. - **Loyalty programs**, which offer tailored perks in exchange for user preferences, tiered rewards to encourage more data sharing, etc. - **Account profiles**, which allow people to customize their experiences and update their preferences whenever they want. ### **3\. Activate and use the data** Once you have the data, use it to effectively improve your [customer experience](https://www.cmoalliance.com/how-cmos-can-unify-their-customer-experiences/). This means creating personalized shopping and recommendations, sending [hyper-personalized](https://www.cmoalliance.com/dont-just-create-content-do-something-with-it/) emails and SMS, creating smarter ads that target the right segments, and so much more. ### **4\. Prioritize transparency** Make sure people know why you’re collecting their data and how they’ll benefit. You can also offer easy opt-ins and outs, so that your customers have more control over preferences. ### **5\. Optimize and test** Because nothing ever stays the same, make sure to analyze engagement rates, conversions, and customer satisfaction, as well as A/B test different data collection methods to find out what works best. ## **What is first-party data?** First-party data is collected directly by you from user interactions with your website, app, or other owned properties. Unlike zero-party data, customers do not explicitly provide it – instead, it is inferred from their behavior. For example: - Website analytics - Purchase history - Email engagement rates - Customer service interactions - Loyalty program participation This type of data is collected passively (by being tracked), since people don’t explicitly provide it. It’s also great to predict future actions based on past behaviors. There are many ways to use first-party sources, including showing ads to people who visited but didn’t convert, sending abandoned cart reminders, and showing different website experiences based on user behavior. [Improve your marketing with human search behavior patternsWith search behavior marketing, you can analyze and leverage people’s online search behaviors to optimize your marketing strategies.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--110.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Doodles--23--1-1.png)](https://www.cmoalliance.com/understanding-human-search-behavior-patterns/) ## **How does first-party data benefit you?** ### **Higher accuracy and reliability** First-party data is a goldmine for marketers and businesses because it's a very reliable, accurate, and valuable type of data you can collect. You’re not relying on external sources that may be outdated or inaccurate. ### **Better personalization** Since you’re collecting data from actual interactions (e.g., website visits, emails, purchases), you can better create hyper-personalized experiences that improve your audience’s engagement and conversions. ### **Increased trust** As with zero-party data and privacy laws tightening (GDPR, CCPA), first-party data is a safer bet than third-party. [Customers are more likely to trust you](https://www.cmoalliance.com/building-brand-trust-in-a-new-era-of-data-privacy/) if they know how their data is being used. ### **Stronger retargeting** Use first-party data to build more effective retargeting campaigns, [loyalty](https://www.cmoalliance.com/building-online-communities-for-brand-loyalty/) programs, and nurture sequences that keep customers engaged. ### **Better ROI** Because first-party data is more accurate and relevant, it can help you to optimize your campaigns and reduce the amount of money you spend on ads (as it increases the efficiency of your efforts). ### **Competitive advantage** By leveraging first-party data, you can create better customer experiences. This will lead to stronger brand loyalty, as well as having a leg up on competitors that still rely on third-party. ## **First-party data strategy** This is similar to the zero-party data strategy above. Here are some steps to help you implement one: ### **1\. Define your objectives** Before collecting data, think about why you need it. For instance, you might want to create personalized marketing campaigns, improve customer segmentation, or increase retention and loyalty. Also ensure that your goals are aligned with business [objectives](https://www.cmoalliance.com/are-you-ok-with-okrs/) (e.g., increasing customer lifetime value or reducing churn). ### **2\. Identify your sources** First-party data comes from owned channels, including: - Website interactions (page visits, time on site, sign-ups) - Mobile apps (features used, in-app behavior) - CRM (customer relationship management) systems (e.g., customer history and profiles) - Email campaigns (open rates, clickthrough rates) - Social media (likes, shares, comments, inquiries) - Transactional data (products purchased, frequency, value, renewal rates, etc.) - Events and webinars (e.g., sign-ups vs attendees) ### **3\. Ensure compliance** Customers must trust you with their data. [Follow privacy regulations and industry best practices](https://www.cmoalliance.com/balance-privacy-and-personalization-with-these-first-party-data-strategies-webinar/), such as obtaining explicit consent via opt-ins, using clear privacy policies explaining how data is used, offering easy opt-out options, and ensuring secure storage of data. ### **4\. Organize and store data effectively** Having a centralized data system ensures smooth access and analysis. Use things like customer data platforms (which combine data from multiple sources) and CRMs that track customer interactions and preferences. Clean and structure data properly to avoid duplicates or inconsistencies. ### **5\. Use the data in your campaigns** Leverage your first-party data to improve customer experiences, including: - Segmentation and targeting by grouping customers based on behavior and preferences. - Personalized campaigns using past interactions to tailor emails, ads, and content. - Predictive analytics that forecast future customer actions and needs. - Retargeting and cross-selling to recommend relevant products/services. ### **6\. Measure performance and optimize** Just like with zero-party data, you want to keep tracking key performance indicators like customer engagement rates, conversion rates, churn, and ROI, so make sure to A/B test when possible and refine your strategy. ## **Zero-party data vs. first-party data: Which is more valuable?** | | Zero-party data | First-party data | | ------------------ | -------------------------------- | -------------------------------------------- | | How it’s collected | Customers willingly provide it | Collected through user behavior | | Accuracy | High (self-reported) | Good, but inferred | | Privacy risk | Low (opt-in, transparent) | Moderate (needs compliance with regulations) | | Best for | Preference-based personalization | Behavioral insights, automation | | Examples | Surveys, quizzes | Website analytics, purchase history | Both zero-party data and first-party data are essential for a strong marketing strategy. While zero-party sources are best for **understanding what customers say they want**, first-party helps track **what they actually do**. For example, a customer might tell Netflix (zero-party data) that they love documentaries, but their watch history (first-party data) shows they primarily watch action films. A strong strategy combines both types to get the most complete customer view. ## **In short** It shouldn’t be zero-party data vs first-party data, as they’re not competitors – rather, they complement each other. As privacy regulations tighten and third-party cookies disappear, you must prioritize these data sources to have a competitive advantage when it comes to building stronger customer relationships, delivering hyper-personalized experiences, and maintaining trust. --- *Download your free copy of our* [*AI for Marketing Leaders eBook*](https://www.cmoalliance.com/ai-for-marketing-leaders-ebook/) *for a comprehensive guide packed with insights from top CMOs and industry experts who are pioneering AI adoption in the marketing world.* [AI for Marketing Leaders eBookThe impact of artificial intelligence on the marketing industry is multifaceted and profound – and marketers in leadership positions are at the forefront of this transformation. To stay ahead, businesses must integrate AI into their strategies to enhance personalization, predict customer behavior, and scale content creation like never before. Our AI![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--111.png)CMO AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_AI_Marketing_Leaders_eBook__Blog-12.png)](https://www.cmoalliance.com/ai-for-marketing-leaders-ebook/) ### Be a "get stuff done" CMO with Norman Rohr, CEO at finway URL: https://www.cmoalliance.com/be-a-get-stuff-done-cmo-with-norman-rohr-ceo-at-finway/ Last updated: 2025-06-16T11:40:12.000Z --- ### Beyond the first name: Rethinking personalization for your email strategy URL: https://www.cmoalliance.com/beyond-the-first-name-rethinking-personalization-for-your-email-strategy/ Last updated: 2026-05-12T09:12:14.000Z [Email](https://www.cmoalliance.com/your-guide-to-b2b-email-marketing/) is one of the most powerful tools in a marketer’s toolkit. It’s cost-effective, customizable, and great for building relationships. No wonder we’ve come to rely on it so heavily. But take a second to think – how many marketing emails hit your inbox every week? 50? 100? More? Personally, if I ignore my Gmail promotions tab for a day, I instantly regret it. There are emails I genuinely want to read, but they’re buried under a pile of repetitive, one-size-fits-all messages. Why? Because too many marketers think quantity trumps quality. [Personalization](https://www.cmoalliance.com/the-importance-of-personalization-in-digital-marketing/) is how we cut through the noise, but it’s not just about using someone’s first name. So, how can we rethink personalization to make email more relevant, more effective – and a little less overwhelming? In this article, we’ll explore: - How the email landscape is changing - Four key things you need to get right before you can personalize emails at scale - How to map your data landscape for effective personalization - Creative, low-lift ways to make your emails feel more human Let’s dive in. ## The changing email landscape In recent years, behaviors around inbox management, new data privacy legislation, and the entire email ecosystem itself have all been shifting toward prioritizing recipient experiences. For instance, Gmail and Yahoo have been making significant changes to ensure inboxes remain active. They're focusing heavily on deliverability as a key metric – making sure that emails have low spam complaint rates, ensuring authentication, and emphasizing recipient engagement. Simply put, these platforms want to see who's genuinely interested in receiving your emails. Meanwhile, iOS 18 groups and summarizes emails from the same sender, helping users skim their inboxes more easily. It's great for recipients but creates new challenges for [email marketers](https://www.cmoalliance.com/email-marketers-guide-to-becoming-t-shaped-marketer/). Deliverability metrics have shifted, too. We used to worry about spam keywords (remember panicking about using "free" in subject lines?). Now, [engagement metrics](https://www.cmoalliance.com/important-b2b-email-marketing-kpis/) matter more, highlighting how many recipients genuinely interact with your content. Lastly, looming in the US – and already a reality in Europe – is the potential for new national data privacy laws. These could significantly impact the data we collect and use for email personalization. In short, the email industry is moving away from high-volume sending toward prioritizing recipient desire and meaningful engagement – focusing on **what your audience wants** rather than simply what brands choose to send. ## Recipients are feeling email fatigue Recipient behavior mirrors this shift toward meaningful engagement. This chart from [Mailgun’s Email and the customer experience 2024 survey](https://www.mailgun.com/resources/research/email-customer-experience/) highlights how many people unsubscribe simply because they're overwhelmed by the volume of emails they're getting from brands. They're essentially saying, "I can't keep up." [![Bar chart showing the most common reasons people unsubscribe from brand emails. The top reasons include receiving too many messages (19.8%), no longer being interested in the offerings (17.9%), and irrelevant email content (17.3%).](https://lh7-rt.googleusercontent.com/docsz/AD_4nXdT2p_JGuEI3yrWxEDxWWo_ewFUs1fVSKJN0niM1E6usbnWPRBMlM2wQF7tstGdlcW9UsWIEP6Bkm0bMQieyuNssUO3FbUu4lNN56kV8UH-8VFsL2txcjFN1Z3BRojsHS7DkP-F?key=CLiyXssJRT_L6e-_81H1YWdY)](https://www.cmoalliance.com/beyond-the-first-name-rethinking-personalization-for-your-email-strategy) **Source:* [**Mailgun*](https://www.mailgun.com/resources/research/email-customer-experience/) I caught myself reflecting on this during the last holiday shopping season. Throughout December, I was receiving daily emails – sometimes several of them – from the same brand. Even after I bought something, I'd receive more messages urging me to buy again. Not only are these huge server loads bad for the environment, but receiving so many emails is also frustrating as a customer. It becomes hard to find the emails I want when they're buried under similar messages from ten other brands doing the exact same thing. If sheer volume is our primary strategy, we're not effectively making our way into recipients' inboxes. Instead, we're increasing the risk of high spam complaints and opt-outs, ultimately damaging our chances to build the successful customer relationships we really want. ## Getting set up for effective email personalization So, what can we do about all this? As you’ve probably guessed, the answer is [**personalization**](https://www.cmoalliance.com/leveraging-interactive-marketing-in-a-post-cookie-world/). If your email personalization strategy currently stops at inserting someone's first name or basic data points like company name (for B2B marketers) or subscription dates, that's relatively simple and straightforward. However, to truly leverage the potential of [personalization](https://www.cmoalliance.com/the-importance-of-personalization-in-demand-generation-for-retailers/), you've got to step back and tackle some essential prep work. An effective personalization strategy combines four key components: 1. **Data** 2. **Integrations** 3. **Journeys** 4. **Content** Let's unpack each of these, starting with data. ### Step one: Get granular with your data First, [consider your data](https://www.cmoalliance.com/connecting-data-effectively-to-understand-customers-needs-and-drive-personalization/). Where is it coming from, where does it live, and how is it being updated? If you're pulling first names from a CRM integration, for example, how confident are you in the accuracy of that data? Is someone consistently entering “Natalie Jackson,” or could there be entries like “Nat Jackson”? You need to anticipate potential problems and examine your data fields carefully, especially if you plan to scale your personalization efforts. Another critical aspect is distinguishing structured data from unstructured data – this is a personal soapbox of mine. Structured data means using fields with standardized options rather than allowing free-form entries. It's challenging (if not impossible) to deliver effective personalization at scale when data entries vary widely or have no standard format. Ideally, you want clearly defined pick-list values that let you easily apply logic – *if A, then show B; if C, then show D,* and so on. Structured, standardized data is your friend in building a scalable, personalized email program. ### Step two: Understanding your integrations Once you understand the data you're personalizing with, the next step is tackling integrations. This includes integrations you already have, as well as potential ones that could enhance your personalization capabilities. First, think strategically. What kinds of personalizations are you looking to create? Maybe it's behavior-based triggers – where an action in one tool prompts an email in another. For that to work, you'll need integrations that clearly map data points across systems. Or, if you're personalizing around someone's favorite color, can you seamlessly pull that data from one system into your email platform, or is some sort of translation process necessary? Also, consider how data points enter your system. If they come through integrations, look closely for potential bugs. If they're entered by people, watch out for gaps. Will you include optional fields? A personalization strategy that relies on optional fields raises the question of how to manage any missing data. Mapping out exactly what you’re personalizing and ensuring data reliability at this stage is crucial. ### Step three: Evaluating your customer journeys [Marketers today have access to tons of data](https://www.cmoalliance.com/18-tools-for-data-collection-in-2024/) – from buyer intent data to enriched information from tools like ZoomInfo or Dun & Bradstreet. Beyond the legal considerations, it's critical to pause and ask yourself if using this data might seem creepy to your recipients. You might know a lot about a person, but make sure you're not crossing boundaries that make someone uncomfortable. [Data privacy laws](https://www.productmarketingalliance.com/navigating-gdpr-ccpa-and-other-regulations/) exist precisely because consumers are wary of how marketers gather and use their information. Always evaluate what data recipients have willingly provided and whether you're transparently communicating how you've collected it. _This post is for paying subscribers only._ ### A return to content: Why advertising’s original premise is 2025’s most in-demand opportunity URL: https://www.cmoalliance.com/content-driven-advertising/ Last updated: 2025-03-28T10:31:15.000Z Effective [advertising](https://www.cmoalliance.com/personalizations-power-in-modern-advertising/) has always been built on the compelling presentation of information, whether it be a great story or a persuasive value proposition. Over time, advertising’s vehicles for conveying information have expanded to new channels, new technologies, new buying processes, and more. Along the way, as media has fragmented and attention spans have shortened, many emergent advertising opportunities have encouraged a “less is more” approach by design—fewer words, faster delivery, less consumer time commitment overall (6-second video, anyone?). It’s clearly undeniable that advertisers must respect the time of their customers and prospects. However, the compelling delivery of information shouldn’t be sacrificed for brevity’s sake. [Brand narratives](https://www.cmoalliance.com/story-masters-2-the-structure-of-great-brand-stories/) and resources have never been more important than they are today in terms of defining companies and their offerings. In a cluttered media landscape oversaturated with “buy now” performance-obsessed ad units, thoughtful content-driven tactics can break through in new ways. Here’s why the effectiveness of content-driven advertising strategies is on the rise. [Improve your marketing with human search behavior patternsWith search behavior marketing, you can analyze and leverage people’s online search behaviors to optimize your marketing strategies.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--125.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Doodles--23--1-3.png)](https://www.cmoalliance.com/understanding-human-search-behavior-patterns/) ## **The evolving role of context** Traditional audience-targeting tactics have long been built on the premise of reaching the people a brand *thinks* will want to hear from them. However, this approach often ignores large swaths of potential customers who might be highly interested in a brand’s message but fall outside its predefined audience segments. Contextual environments offer an alternative. Instead of [targeting](https://www.cmoalliance.com/applying-b2c-tactics-in-b2b-marketing/) based on rigid audience definitions, brands can leverage content-driven advertising to engage people based on the context in which they are consuming information. When an ad aligns with the topic of a page or environment, it not only ensures greater relevance but also reveals new audience segments that the brand may not have originally considered valuable. These newly discovered audiences can then be analyzed and incorporated into broader marketing strategies, enriching overall targeting and messaging approaches. Additionally, premium publishers play an increasingly important role in today’s media ecosystem. With a flood of low-value content online, aligning with high-quality publishers serves as an implicit endorsement of trust and credibility. When brands invest in premium content environments, they send a strong message to consumers about their own commitment to quality and reliability. Supporting established media outlets in an era of misinformation and clickbait is not just about visibility—it’s about standing for something meaningful. ## **Brand safety by design** Strong [content](https://www.cmoalliance.com/dont-just-create-content-do-something-with-it/) advertising prioritizes premium publication placements and, as a result, is inherently brand-safe—a critical factor in today’s still-murky digital landscape. The recent Adalytics report on CSAM (child sexual abuse material) highlighted alarming risks associated with programmatic reselling practices, where brands unknowingly find their ads appearing alongside highly unsafe content. The report underscored that relying solely on automated ad placements can lead to significant reputational risks. Content-driven advertising strategies mitigate these risks by emphasizing direct partnerships with reputable publishers. When brands work directly with premium publishers, they maintain control over their ad placements, ensuring alignment with safe and high-quality environments. Unlike performance-driven tactics that prioritize reach at all costs, content-driven approaches provide the security of knowing exactly where an ad appears. This level of transparency and accountability should no longer be considered optional—it should be a fundamental requirement in any advertising strategy. [Which comes first: The brand or the product?In marketing, there’s a debate swirling over which comes first, the brand or the product. The truth is, there’s a lot of nuance that makes this answer more complicated than simply choosing one or the other.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--127.png)CMO AllianceSyed Balkhi![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--20-.png)](https://www.cmoalliance.com/which-comes-first-the-brand-or-the-product/) ## **Nuanced messaging for a nuanced world** Historically, content-driven advertising has been the domain of industries with complex value propositions, such as financial services and healthcare. These verticals rely on [storytelling](https://www.cmoalliance.com/crafting-data-driven-narratives-that-resonate/) to explain intricate offerings, justify high price points, and build trust with consumers. However, the need for nuanced messaging has expanded well beyond these traditional sectors. Today, even brands with 100 percent awareness must carefully shape their narratives. In an increasingly values-driven marketplace, where consumers make purchasing decisions based on alignment with their personal beliefs, storytelling is a necessity. Established brands need to continually reinforce their brand ethos, clarify their purpose, and differentiate in a crowded field. Meanwhile, emerging brands must work even harder to cultivate loyalty and convey value from the outset. Native advertising provides the perfect mechanism for this type of storytelling. By seamlessly integrating brand messages within trusted content environments, native ads allow brands to communicate with both depth and clarity. This is particularly relevant in today’s polarized climate, where authenticity and transparency are more important than ever. [The State of AI in B2C Marketing 2025 ReportMarketers aren’t just still interested in AI – they’re more excited than ever.Check out the report to see how things have changed over the last year (or not!) and how your perspective stacks up.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--129.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Sharing_Article_Images_Text_Only_--1---1--1-5.png)](https://www.cmoalliance.com/the-state-of-ai-in-digital-marketing-report/) ## **The return to what works** Advertising has always been about capturing attention and conveying value. While technology and formats have evolved, the core principle remains unchanged: compelling content creates meaningful connections. The industry’s recent obsession with micro-moments, hyper-targeting, and instant conversions has, in many ways, pulled attention away from what makes advertising truly effective. It’s time to return to what works. Content-driven advertising is not a step backward; it’s a strategic recalibration. Brands that prioritize thoughtful storytelling, contextual alignment, and premium placements are best equipped to build lasting relationships with their audiences. In 2025, the smartest advertisers won’t just be those chasing the latest trend—they’ll be the ones who recognize the lasting power of great content. --- *Ready to connect with marketing leaders all over the world?* [*Join our community*](https://www.cmoalliance.com/join-the-community/) *for an exclusive space for you to network, share experiences and insights, and seek advice directly from other marketing leaders.* [Community | CMO AllianceReady to connect with CMOs and top-level marketing executives all over the world? Join our community for an exclusive space for CMOs to network, share experiences and insights, and seek advice directly from other CMOs.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--130.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Meta_Image_Template-2-7.png)](https://www.cmoalliance.com/join-the-community/) ### Ways AI can help you build stronger connections with your customers URL: https://www.cmoalliance.com/ways-ai-can-help-you-build-stronger-connections-with-your-customers/ Last updated: 2025-06-14T14:49:24.000Z The future of customer relationships isn't about choosing between [AI](https://www.cmoalliance.com/artificial-intelligence-in-marketing-boosting-efficiency-and-creativity/) and human connection – it's about creating a seamless integration where each enhances the other to build stronger, more meaningful [customer relationships](https://www.cmoalliance.com/maximizing-your-social-medias-effectiveness/) that stand the test of time. Let’s take a look at some of the ways AI can help you build these relationships. - How to build relationships with customers with AI - Ways to improve customer service with AI - Optimizing marketing automation workflows [AI for Marketing Leaders eBookDiscover how leading CMOs are pursuing the safe and effective implementation of AI in their marketing operations.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--103.png)CMO AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_AI_Marketing_Leaders_eBook__Blog--1--1.png)](https://www.cmoalliance.com/ai-marketing-leaders-ebook/) ## How to build relationships with customers using AI ### Turn customer calls into gold mines of insight Through analysis of sales call transcripts and customer chats on platforms like Gong, AI spots sentiment patterns, common objections, and winning [messaging](https://www.cmoalliance.com/more-than-just-talking-messaging-and-positioning/) approaches. Here, CMOs can gain a real-time pulse on customer perception, effective pitches, and competitive weaknesses. These AI-powered insights then work to drive more effective go-to-market strategies and help fine-tune messaging to align with [customer needs](https://www.cmoalliance.com/the-science-of-responding-to-customers-unmet-needs/). When urgent trends emerge, AI flags them immediately, allowing your team to pivot quickly as market conditions shift. [Driving revenue through marketing and sales alignmentIn this article, I’ll break down the main reasons marketing and sales are often misaligned, the focus areas CMOs need to pay the most attention to achieve alignment, and my five tried-and-tested strategies that drive sales and marketing alignment.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--101.png)CMO AllianceVlad Moldavskiy![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/team-rowing-boat-image-1.png)](https://www.cmoalliance.com/driving-revenue-through-marketing-and-sales-alignment/) ### Make your user interface (UI) copy work harder Creating an intuitive [customer experience](https://www.cmoalliance.com/the-significance-of-customer-experience-in-modern-marketing-a-guide-for-cmos/) tops the priority list for most marketing leaders – with AI serving as your secret weapon for language refinement across digital platforms. Smart analysis of existing UI copy leads to improvements ensuring every touchpoint – from CTAs to error messages – enhances clarity and boosts engagement. Need multiple versions of UI copy aligned with your brand voice? AI generates them quickly while adhering to accessibility best practices and conversion optimization principles. The result: faster iteration cycles, consistent messaging across platforms, and an improved user experience that creates happier, more loyal customers. ### Run a focus group in minutes, not months Traditional focus groups drain budgets and schedules. AI changes this equation by simulating diverse consumer perspectives almost instantly. Marketing teams test messaging, product concepts, and [brand positioning](https://www.cmoalliance.com/brand-and-positioning-frameworks-video-2/) without committing serious campaign resources. AI models effectively role-play different customer segments – from [Gen Z](https://www.cmoalliance.com/getting-inside-the-minds-of-your-customers-especially-when-theyre-gen-z/) digital natives to healthcare executives or budget-conscious shoppers. Testing marketing messages with AI reveals potential reactions, positioning weaknesses, and friction points before wider audience [launches](https://www.cmoalliance.com/everything-a-cmo-needs-to-know-about-product-launches/). Market validation then happens more quickly, reducing risk while maximizing campaign impact. ### Personalize at scale without breaking a sweat Hyper-personalized experiences across all customer touchpoints emerge through AI implementation. Dynamic email content, customized website experiences, and targeted ad placements allow your brand to connect with individual preferences. This then results in significant boosts in engagement and [conversion rates](https://www.cmoalliance.com/user-intent-the-true-secret-to-amazing-conversion-rates/). [Content marketing 2.0: Personalization and experienceRandy Frisch, CMO of Uberflip, joined us to outline his vision for content marketing: rather than just churning out content, we need to be developing curated experiences.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--102.png)CMO AllianceRandy Frisch![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/doing-more-with-content-image.jpg)](https://www.cmoalliance.com/dont-just-create-content-do-something-with-it/) ### Take the pulse of your brand in real-time Social media, online reviews, and [customer feedback](https://www.cmoalliance.com/cmos-know-your-customer-know-yourself/) fall under AI's monitoring capabilities, delivering accurate brand sentiment assessment. Marketing leaders can use this to gauge public perception, adjust messaging strategies, and quickly address potential PR issues before they snowball into bigger problems. ### Create content that actually resonates Blog posts, [social media content](https://www.cmoalliance.com/maximizing-your-social-medias-effectiveness/), and video scripts tailored to specific customer interests flow from AI assistance. Marketing teams can use AI to scale their content production while maintaining relevance, consistency, and engagement across multiple channels. It’s important to note that you must carefully consider the ethical implications of AI when creating content, as it could be plagiarizing from other sources. The tip is to give AI something to work from, rather than creating something entirely from scratch, so you can be sure it’s improving your content and expanding on it, rather than taking from someone else’s work. ## Ways to improve customer service with AI ### Let chatbots handle the heavy lifting Smart CMOs recognize customer service as a direct driver of [brand loyalty](https://www.cmoalliance.com/brands-in-the-age-of-irrational-advocacy/). AI-powered chatbots can help deliver round-the-clock support with instant responses on websites, mobile apps, and social channels. These digital assistants tackle everything from FAQs to troubleshooting and user onboarding. Response times can then decrease dramatically while customer satisfaction rises. Here, it’s important to only give AI the routine queries, with human support teams then focusing on complex, high-value interactions. This ensures you’re not alienating your customers with inhuman, unempathetic responses that could move them to [churn](https://www.cmoalliance.com/how-to-reactivate-churned-users/). The end result? Seamless support experiences building long-term brand loyalty and trust. [Smashing marketing silos with AIJeff Coyle joined us to share how AI-driven tools can be used as a way to smash silos, and allow marketing to really show its impact across an entire organization.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--106.png)CMO AllianceWill Whitham![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/wall-hole-image.jpg)](https://www.cmoalliance.com/smashing-marketing-silos-with-ai/) ### Sort support tickets like a pro Categorization, prioritization, and routing of customer inquiries can happen automatically with AI-powered ticketing systems. Natural language processing can analyze support tickets, identify patterns, and suggest responses for customer service teams. This results in the simple requests receiving quicker resolution while the complex issues reach the right specialists efficiently, reducing wait times and improving satisfaction. ### Fix problems before customers even notice Usage patterns, conversation sentiment, and support history can help to provide early warning signals when analyzed by AI. The system can work to detect customers struggling with features, experiencing technical issues, or showing frustration, then triggering proactive support responses. This helps your brand address concerns before customers reach out, building stronger [trust](https://www.cmoalliance.com/building-brand-trust-in-a-new-era-of-data-privacy/) and engagement. ### Read the room during support calls Another plus is using AI-powered voice analysis to detect customer tone, stress levels, and overall sentiment during support calls. When the system identifies frustrated customers, it can provide agents with contextual suggestions for de-escalation, personalization, or targeted solutions. Support teams then handle difficult conversations more effectively, creating better customer experiences. ### Empower customers to help themselves Self-service actually ranks as the preferred option for many customers rather than contacting support directly. AI enhances self-service portals through dynamic FAQ suggestions, interactive troubleshooting guides, and intelligent search functions. Customers can then solve their problems independently, reducing support ticket volume while improving satisfaction. ### Break language barriers Real-time multilingual support becomes possible through AI-driven translation tools. Brands can use these tools to provide quality service across different languages and regions without maintaining extensive translation teams. This means that global companies can connect with customers in their native languages, creating authentic engagement regardless of geography. Integrating these AI capabilities transforms customer experience and streamlines operations, ensuring every interaction builds stronger brand loyalty and trust. [AI localization: how to speak your customers’ languageAI is having a big impact on how we speak to customers, whether it’s chatbots or translations. Discover the applications for your business.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--104.png)CMO AllianceMarkus Seebauer![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/airport-arrival-sign-multiple-languages.png)](https://www.cmoalliance.com/can-artificial-intelligence-speak-your-customers-language/) ## Optimizing marketing automation workflows ### Smarter A/B testing for faster optimization Forget the limitations of manual testing. AI can simultaneously analyze multiple creative elements, targeting parameters, and timing strategies, accelerating optimization while identifying high-performing combinations faster and reducing resource-intensive testing. ### Gain a competitive edge with predictive analytics AI-powered analysis of historical customer data unlocks valuable insights into future behaviors. These insights help anticipate churn, pinpoint high-value segments, and craft hyper-personalized outreach strategies. Predictive models enable proactive campaign adjustments and loyalty initiatives that ultimately boost engagement and retention. ### Map the customer journey with precision AI uncovers interaction patterns across platforms and highlights friction points and obstacles. By eliminating these barriers, brands create seamless, intuitive experiences that enhance customer satisfaction and foster long-term loyalty. ### Optimize creative performance with visual content analysis Advanced AI tools evaluate the impact of images, videos, and design elements, providing data-driven insights. These insights allow marketers to refine creative assets for maximum engagement and effectiveness, ensuring every visual element serves a strategic purpose. ### Unlock deeper customer segmentation AI detects subtle behavioral patterns that traditional methods often overlook, enabling the creation of highly targeted micro-segments. This deeper segmentation powers more personalized, relevant campaigns that genuinely resonate with specific customer needs and preferences, driving better results across marketing initiatives. [Balancing AI and human creativity in modern marketingExplore how AI has improved marketing tasks and the key considerations for leveraging AI in modern marketing strategies.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--105.png)CMO AlliancePaula Catoira![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Balancing-AI-and-human-creativity-in-modern-marketing-sharing-1-2-2.png)](https://www.cmoalliance.com/balancing-ai-and-human-creativity-in-modern-marketing/) ## One final thing to note As we've explored, AI offers numerous opportunities to enhance customer relationships through personalized experiences, efficient service, and data-driven insights. When implemented thoughtfully, these technologies can transform how businesses connect with their customers at every stage of their journey. However, it's important to remember that AI is a tool to augment human capabilities, not replace them entirely. The most successful customer relationships will continue to blend efficiency with authentic human connection. While AI can handle routine inquiries and provide valuable analytics, customers still value the empathy, understanding, and nuanced problem-solving that only human representatives can provide. The key lies in strategic implementation – using AI where it adds genuine value while preserving human touchpoints for moments that matter most. By striking this balance, businesses can leverage AI's capabilities while ensuring customers never feel reduced to data points or abandoned to automated systems. ### Startup content marketing: How to overcome the domain authority gap URL: https://www.cmoalliance.com/startup-content-marketing-domain-authority-gap/ Last updated: 2025-07-21T07:24:09.000Z Let's be real – as a [startup](https://www.cmoalliance.com/we-need-to-talk-about-start-up-branding/) or small business entering the content marketing game, you're facing an uphill battle. The major industry players with their deep pockets and established domain authority have all-terrain vehicles and oxygen tanks to drive straight to the top of the mountain, while you're stuck on foot hauling a 500-pound bag trying to reach the same summit. It's not a level playing field, but that doesn't mean you can't find ways to even it out. ***Prefer to listen? Check out James' appearance on the CMO Convo podcast*** 👇 --- ## The rich get richer in SEO The harsh reality is that a site's domain authority (DA) and its existing rankings for certain keywords heavily influence whether a new piece of content will be able to rank. As a new site without any history, your domain authority and domain rating (DR) metrics will likely be below 30 out of 100\. And no matter how exceptional and optimized your content might be, you simply won't have any realistic chance of ranking for competitive search terms with decent monthly volumes. Those older and more established sites hosting that same piece of content you worked so hard on, will have a major advantage. If their domain rate is 75 or higher and they already drive significant traffic from other top-ranking pages, that fresh content will be primed to rank way higher and far more easily than yours. [Improve your marketing with human search behavior patternsWith search behavior marketing, you can analyze and leverage people’s online search behaviors to optimize your marketing strategies.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--121.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Doodles--23--1-2.png)](https://www.cmoalliance.com/understanding-human-search-behavior-patterns) ## How to level the SEO playing field For some businesses and industries, [content marketing](https://www.cmoalliance.com/dont-just-create-content-do-something-with-it/) simply isn't a viable strategy worth pursuing. Occasionally I have to tell companies, *"Those opportunities just aren't there in your space."* That doesn't mean you can't succeed, but investing significantly in inbound marketing and content creation may not be worth it. However, if inbound content fits your business, if you want to compete, you can't create content flippantly and expect results. You need to be more conscientious and intentional – know exactly why you're producing each piece, how it will help navigate readers further into your funnel, and the specific primary and secondary keywords you're targeting. Follow all the established content marketing best practices to a T. Once you've got a solid strategy and content plan in place, I recommend launching with three distinct content categories or clusters, each one containing 3-5 comprehensive pillar pages. Then you should surround these pages with 15-20 supporting articles. Get that initial core content foundation published, then stay vigilant – use SEO tools like Ahrefs and SEMrush to closely monitor each piece's organic performance. When a URL's success is vital to your goals and you've invested significant [budget](https://www.cmoalliance.com/where-are-marketing-budgets-being-spent/) into its creation, you need to keep meticulous tabs on where it's ranking, when its rankings plateau, and when it ultimately finishes that journey toward the top. The moment you notice a previously rising URL start to flatline or decline its organic rankings, it's time to take action. Get in there swiftly and update it with fresh content, add internal links, acquire new backlinks – whatever it takes to revitalize its momentum. Don't create any piece of content haphazardly or without a clear, calculated purpose behind it. You need to be intensely aware of not just the production process, but the entire content lifecycle from conception to optimization over time. **Adopt a mindset of continuous improvement.** ## When to optimize your best content The idea of "evergreen" content that’ll perpetually drive results with zero upkeep is largely a myth these days, especially in spaces like [SaaS](https://www.cmoalliance.com/the-case-for-brand-building-for-b2b-saas/) and e-commerce where info gets obsolete rapidly. We have a rule that any statistics or data referenced in our content can be no older than 18 months. [Crafting data-driven narratives that resonateI’m Andy Weiss, CMO of Ceipal, a talent software company, and I’m thrilled to dive into the art of data-driven storytelling with you![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--122.png)CMO AllianceAndy Weiss![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Andy-Weiss-Ceipal-.png)](https://www.cmoalliance.com/crafting-data-driven-narratives-that-resonate/) If a writer tries citing a stat from 2020 or earlier, we have to send that content back to have it updated with fresher, more recent info. This is crucial for staying in Google's good graces, as they've gotten savvier about identifying stale, outdated content – and they prefer ranking newer and more timely pages. So when should you prioritize going back to update and re-optimize your content? **There are two key times to optimize a piece of content:** 1. When a previously climbing URL plateaus or starts declining its rankings, slipping out of the top 7 positions and into what I call the "elevens" between spots 8-30\. These are the pieces just outside the top real estate delivering outsize traffic, and they should be your first optimization priorities. 2. When significant changes, developments, or new information emerge in your specific industry that makes portions of your existing content inaccurate or outdated. At an absolute minimum, plan to fully re-optimize and refresh all your content annually, even if those two situations above don't apply. Letting content go stale is a recipe for declining rankings over time. ## Starting a new content campaign So what happens if you launch a new content piece that feels extremely intentional and well-targeted towards a relevant keyword opportunity... and it just doesn't gain any traction? First piece of advice: Don't simply abandon it and move on. Sometimes a content piece just needs more time to marinate and pick up organic steam, so wait it out for a while before making any rash decisions. **If you've given it a few months and it genuinely seems to be a total dud with no signs of life, you have two options:** 1. If your underperforming URL has managed to acquire even just a few backlinks here and there, leave the content as-is and do a 301 redirect, flowing that link equity toward another URL on a similar topic. Specifically, one that's already close to breaking through into the top rankings. Consolidating that link juice could be the final nudge that helps the second piece start driving serious organic traffic. 2. Completely rewrite the content from scratch on that same URL. Don't worry, the URL itself holds all the value, not the actual words. **Brian Dean at Backlinko** is a pro at this content refresh strategy. He may have just 50-100 URLs on his entire site, but he rewrites and re-optimizes those same pages constantly to stay fresh. It’s allowed him to build an authoritative library of work while staying hyper-relevant and consistent with search trends. The key is being ultra-intentional about targeting high-value keyword opportunities from the start. If you missed the mark there, cut bait and refocus your efforts. [The State of AI in B2C Marketing 2025 ReportMarketers aren’t just still interested in AI – they’re more excited than ever.Check out the report to see how things have changed over the last year (or not!) and how your perspective stacks up.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--123.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Sharing_Article_Images_Text_Only_--1---1--1-4.png)](https://www.cmoalliance.com/the-state-of-ai-in-digital-marketing-report/) ## Quality vs. quantity in content A decade ago during content marketing's initial breakout, the conventional wisdom was that the key to success was all about volume – [just push out content constantly](https://www.cmoalliance.com/conquering-the-mountain-of-content-as-a-cmo/), with quantity taking precedence over quality. Those days are long gone. Today, I can't even tell you with full confidence whether a specific article will rank for its target keyword. There are way too many shifting variables and ranking factors and, the truth is, that you simply have to create content intentionally. Target what you've identified as a viable keyword opportunity, publish it, and then see what manages to stick. If it doesn't gain traction at all, that doesn't necessarily mean it was low-quality – it just didn't stick with those "SEO gods" at that time. The smart approach is to produce a high volume of quality content, but then double down and invest deeply in optimizing anything that shows ranking potential in that 8-30 range. Why waste resources over-optimizing a piece that's stuck in the abyss? Find those winning opportunities and pile the optimization efforts there. ## Final thoughts As a [startup](https://www.cmoalliance.com/so-youre-the-cmo-of-your-startup-what-now/) or small player, you're fighting an inherent disadvantage when it comes to content marketing and SEO. The big domains have spent years accumulating domain authority that’ll help them rank more easily. However, that doesn't mean you're doomed. If you’re extremely intentional about targeting opportunities strategically, monitoring performance religiously, and refreshing/optimizing your content as needed, you can overcome that disadvantage. Focus on quality over quantity by producing targeted content campaigns. Let those campaigns bake for a while, analyze what's working and what's not, and then double down on winners by updating and optimizing those pages until they crack the top rankings. This continuous cycle of publishing, analyzing, and optimizing isn't easy, but it's necessary. Those willing to put in the work can still find SEO success – you just have to get tactical to level that playing field. --- *Get your copy of the* [*AI for Marketing Leaders ebook*](https://www.cmoalliance.com/ai-for-marketing-leaders-ebook/) *for insights from top CMOs and industry experts who are pioneering AI adoption in the marketing world.* [AI for Marketing Leaders eBookThe impact of artificial intelligence on the marketing industry is multifaceted and profound – and marketers in leadership positions are at the forefront of this transformation. To stay ahead, businesses must integrate AI into their strategies to enhance personalization, predict customer behavior, and scale content creation like never before. Our AI![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--124.png)CMO AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_AI_Marketing_Leaders_eBook__Blog-13.png)](https://www.cmoalliance.com/ai-for-marketing-leaders-ebook/) ### It's 2025. Stop being too company-friendly as a CMO URL: https://www.cmoalliance.com/its-2025-stop-being-too-company-friendly-as-a-cmo-2/ Last updated: 2025-04-15T09:23:49.000Z Marketing is a venture of practical optimism, but the last three years have mostly been a practical nightmare for leaders in this field. Tenureships kept shrinking, opportunities were scarce, and expectations were unrealistic. [The rise of AI](https://www.cmoalliance.com/ai-marketing-leaders-ebook/) also brings with it the perception that we’re all going to be replaced and that AI “can hyper-personalize every touchpoint. It tests more, it never sleeps, and it doesn’t waste my time with excuses.” However, my biased opinion is that there is more room for optimism. VCs reshifted their focus from efficiency – [a temporary compromise for them](https://www.linkedin.com/pulse/look-vc-wants-fund-startup-so-so-growth-except-maybe-your-lemkin-bofyc/?trackingId=9w4JCmiwSFOnkzWKVo1SIA%3D%3D) – and now again chase only [hyper growth](https://www.linkedin.com/posts/jasonmlemkin%5Fthe-downturn-is-over-in-saas-and-b2b-activity-7292293287623725056-5Z3g?utm%5Fsource=share&utm%5Fmedium=member%5Fdesktop&rcm=ACoAAAIyQegBZ365MVg9zXAWtg3jUKQSGWHOsm4). There are more job postings in the groups I’m in. My conclusion is that we can and should stop playing defense only, and start actually doing marketing: [taking products to markets](https://www.cmoalliance.com/one-size-fits-most-approach-to-gtm-strategy/), making users do something beneficial for the company, even – heaven forbid – making your brand more known and more memorable. Have some fun, smile again, take some risks. And, look, I was always a company-friendly employee. I adapted to said challenges by becoming *too* company-friendly, at the expense of myself: adhering to bad business decisions because of no or bad date, first to cut budgets, first to fire. If you did that as well, I want to share with you how I changed my personal playbook. Here goes. ## **Founders: make sure you know 100% what you’re supposed to do.** Founders, especially in the tech startup world, often have a different circle of reference than marketers. They compare themselves to other successful founders and companies, even if those companies are in completely different industries or stages of growth. This can lead to unrealistic expectations for their own [marketing teams](https://www.cmoalliance.com/building-marketing-teams-in-the-age-of-ai/). They may expect the same results as a much larger company with a much bigger budget, or they may expect to see results overnight. These unrealistic expectations can put a lot of pressure on CMOs. At best, you may feel like you’re constantly being compared to your peers at other companies. At worst, you don’t even know it’s happening. This can lead to a focus on short-term results at the expense of [long-term growth.](https://www.cmoalliance.com/the-secret-to-successful-long-term-marketing-plans/). It can also lead to a feeling of being set up for failure, as the CMO may not be given the resources or time they need to achieve the desired results. So, these are three things you must do right now: - **Make sure you know what a win looks like**, and deliver that, at least in part. Make sure that win is not just the “quick, measurable wins” such as subscriptions (B2C) or leads (B2B) – we will get to those in a minute. - **Tie targets to budgets to speed**: [Budget is power](https://www.cmoalliance.com/budget-battles-and-brand-balance-with-steve-keifer-cmo-at-ordway-2/) and speed. Make sure you're involved when it's being decided. Ensure the executive team feels comfortable discussing it with you and understands the impact that cost-cutting will have on annual targets. Yes, you can manage with lower budgets for 3-6 months, and that's why the focus will be there. It buys founders time. But you don't have that time: annual targets often live or die in high correlation with the budget. - **Broaden your company’s focus**: Marketing is [more than just messaging](https://www.cmoalliance.com/more-than-just-talking-messaging-and-positioning/) and lead generation. It's about making visible things happen, creating a strong brand, and fostering a culture of innovation. ## **Management level: claim your territory, act decisively, emphasize speed** The biggest single common misconception you will be facing from your peers is that marketing is easy to do and easy to measure. And if we don't do that, then we're not doing it right. Business leaders, especially in the tech startup world, often think that marketing is easily measurable and that attribution has already been solved. They put immense pressure on marketing leaders to deliver quick and measurable wins, focusing solely on short-term results like lead generation “that we can see in our CRM.” Even if you’re excellent at delivering results, if you only focus on short-term gains for sales, you're replaceable. AI can already do a lot of what we do, especially when it comes to messaging, visuals, and optimization. So instead, I also venture into areas that other teams can’t: ### **Speed** Marketing typically moves faster than other departments and deals better with the inherent chaos. Play to that strength. Ask other departments to move fast. Connect missing targets to missed deadlines and speed. When others are slowing you down, you are in a better position for yourself and your department. ### **Brand** Take the conversation to the good old and [results-proven](https://view.publitas.com/warc-7ed9rjzvo8r8/158613-the-multiplier-effect-a-cmos-guide-to-brand-building-in-the-performance-era/page/9) brand thing. As someone who comes from performance, having brand conversations wasn't second nature for me. But having practiced it for a while now, whenever I hear someone downplaying brand activities, I get in their faces and ask them who they would take a call from, and show them this image: ![unidentified caller photo](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/03/unidentified-image-1.png) If they don’t get this, I wonder what else they’re missing in their funnel analysis. ### **Hedge risks**. A moment of reflection here: this is riskier, so know the line between disagreeing and being confrontational. Choose your battles wisely – but win the ones you go into. They will make you happier and can also give you political capital. ## Don’t let other people lead the marketing conversation I love talking numbers – it’s my favorite conversation. The CRO is there. Sales are there. Product are there. All with opinions. All with suggestions. All asking “how can we sell more subscriptions/get more and better leads?” Change the conversation. Instead of focusing on short-term metrics, talk about the short and the long – current and future revenue (as well as other business goals). Remind them that if *their teams* are struggling now, they will struggle twice as hard if *your team* doesn't work on better future activities. Challenge them with the notion that the more data we have, the smaller the opportunity. We need to focus on both optimizing existing activities and creating new opportunities *at the same time*. Doing each is difficult, so doing both is even more so. Make sure they understand *that*. ### **Avoid being the only one measured for every action, dollar, or hire**. Compare yourself often with data and benchmarks to other departments. When they ask you “how do you even measure what our LinkedIn team does if it’s not leads” you reply with “how do you even measure what our PMs do with a feature score/adoption rate so low”. Don’t remain quiet when others are throwing your prospects of success under the bus. You’re safer in your role as part of the pack. ### **Celebrate your team – and theirs**. When things go well, put your face on the success, but complement other leaders. ### **Balance things.** As you can see – my philosophy has shifted into being a bit more confrontational. I try to balance it by investing *a lot of* time in building relationships with other team members, especially product and sales. These relationships will be crucial when you need to get things done quickly. ## One last thing. You’re in marketing. Label things clearly and properly. Make your statements easy to remember and to repeat. This will grow your reputation and your impact. As you probably noticed, my take on the “short and long” is to talk about marketing as a venture of practical optimism. I show practical results – subscriptions – but I also show optimism: small ventures that are growing, giving people a glimpse of what can be. Find your catch phrases. Be smart about them. [Connect with me on LinkedIn](https://www.linkedin.com/in/asafrothem/) and let’s blame everything on product and sales! ### 5 strategies to beat social and AI at their own game URL: https://www.cmoalliance.com/5-strategies-to-beat-social-and-ai-at-their-own-game-2/ Last updated: 2025-04-02T13:39:13.000Z **Restaurant recommendations. Top travel destinations. Quick workouts.** **Budget smartphones with great cameras.** For years, people have turned to Google for answers to these questions. “Googling” became shorthand for finding anything and everything online. But in 2025, search has evolved with new avenues for discovery. Social media channels are no longer simply networking spaces but comprehensive ecosystems serving as knowledge, reputation, culture, and education centers. Back in 2020, [Gartner predicted](https://www.gartner.com/en/newsroom/press-releases/2020-09-15-gartner-says-80--of-b2b-sales-interactions-between-su) that “**80% of B2B sales interactions between suppliers and buyers will occur in digital channels by 2025”.** This is no longer a trend but the new reality where social platforms turn into “super apps” and they become central to consumers’ everyday lives not only as a source of entertainment, [networking](https://www.cmoalliance.com/community-case-study-safyah-akhtar-malik/), and news but also as a focal [e-commerce](https://www.cmoalliance.com/marketing-ecommerce-in-uncertain-times/) service. [Social media](https://www.cmoalliance.com/maximizing-your-social-medias-effectiveness/) platforms like TikTok and Instagram have transformed into tools for “social search,” where users explore trends and recommendations through short, engaging videos. At the same time, AI tools such as [ChatGPT](https://www.cmoalliance.com/chatgpt-killer-content-or-content-killer/) and DeepSeek are offering an entirely new way to find information — through interactive, conversational experiences. Modern marketers should adopt a holistic social media marketing approach that goes beyond traditional practices, encompassing hyper-personalized [content creation](https://www.cmoalliance.com/can-ai-unlock-your-brands-humanity/), enticing animated designs, B2C social commerce techniques, sophisticated community management tactics, and real time data analytics for informed decision-making. ## From SEO to AEO (And social media SEO) For the first time in almost a decade, Google's search engine market share fell below 90%, **dropping to 89.73%** in December 2024\. While that's still a huge number, the decline reflects how behaviors are changing. [SEO](https://www.cmoalliance.com/top-5-b2b-seo-strategies/) is known as a staple strategy for businesses looking to rank high in search results, but new forces like *social search* and *Answer Engine Optimization (AEO)* are redefining how businesses think about visibility. ### Social search **Social search** refers to using platforms like TikTok, Instagram, and Pinterest to explore trends, discover recommendations, and get personal insights. Unlike traditional search engines which prioritize links and rankings, social search focuses on visually rich, engaging content that feels more relatable and personal. It thrives on discovery and [storytelling](https://www.cmoalliance.com/story-masters-2-the-structure-of-great-brand-stories/), which is why industries like food, travel, and beauty perform so well here. ### Answer engine optimization **AEO**, on the other hand, is about optimizing content for AI-driven tools. These tools deliver direct, conversational responses to user queries, often pulling information from structured data or FAQ-rich pages. Each of these platforms serves a different purpose but also has its limitations. Social search often prioritizes trending content over accuracy. AI tools, while innovative, can sometimes deliver incomplete or incorrect responses. These gaps mean that users often rely on a combination of traditional search, social, and AI to meet their needs. This is where, yet again, a new “source of truth” seems to be on the rise, free from AI-generated responses that disconcert consumer trust. I am referring to social/community/forum platforms like Reddit and Quora. Users turn to those platforms not only because they are more discerning than ever with regard to search results, but also because they increasingly value more genuine interactions and quality content generated straight from the source e.g. other consumers or companies. Organizations are increasingly using them as marketing platforms although they might not be the first choice that comes to mind. 💡 ****Businesses need to consider a laser-focused holistic strategy, prioritizing quality over quantity, authenticity, and marketing fluidity.** ## Five ways to stay ahead ### 1\. Master a variety of content formats In 2025, successful companies won’t be those with the largest content libraries but those with the ability to be strategic and selective on what content to produce, who for, and at which stage of their journey. Now more than ever, content needs to have a clear purpose and be [SEO](https://www.cmoalliance.com/seo-how-to-bring-humans-and-search-bots-together/) and audience-driven if you wish to cut through the noise. Visibility means being present where your audience is. Social media demands short-form videos and live streams that captivate attention in seconds, while [longer, written content](https://www.cmoalliance.com/dont-just-create-content-do-something-with-it/) can provide the depth and insight that audiences crave. Think of analytics as your best allies in this process. Analyze the data available to you to identify the content formats your audience really connects with. And keep in mind you can repurpose your successful content in different ways. For example, if a blog post performed well, consider turning it into a video or a series of social media posts. It’s a great way to reach even more people! ### 2\. Prioritize trust and authenticity > “By 2026, 60% of CMOs will adopt content authenticity technology, enhanced monitoring, and brand-endorsed [user-generated content (UGC)](https://www.cmoalliance.com/engagement-to-revenue-how-ugc-boosts-roi/) to protect their brands from deception unleashed by GenAI” according to [Gartner’s recent predictions](https://www.gartner.com/en/newsroom/press-releases/2023-12-14-gartner-predicts-fifty-percent-of-consumers-will-significantly-limit-their-interactions-with-social-media-by-2025). Consumers are more skeptical than ever, especially when it comes to content on AI and social media. The key to cutting through the noise is trust. Partner with credible creators who align with your [brand values](https://www.cmoalliance.com/how-brands-can-align-with-consumer-values-in-times-of-turmoil/), respond transparently to customer queries and consistently fact-check your content. For example, in industries like beauty or fitness, focus on user-generated content or real-life testimonials that feel relatable. For B2B brands, [authenticity](https://www.cmoalliance.com/the-power-of-b2b-thought-leadership/) might mean showcasing behind-the-scenes processes, leadership insights, or case studies. Building this trust is the foundation of engagement and loyalty. [![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/04/03770378-brand---content-LA-in-CMO-articles--1-.png)](https://events.revenuemarketingalliance.com/location/contentmarketing/?utm%5Fsource=ghost&utm%5Fmedium=article&utm%5Fcampaign=cmo-brandvproduct) ### 3\. Leverage social listening for insights Social media is one of the most powerful tools for understanding your audience's needs and preferences in real-time. Platforms like TikTok, Instagram, and Twitter can reveal trends, sentiments, and pain points. Use social listening tools to monitor what your audience is searching for, what topics they engage with, and how they talk about your brand or competitors. These insights can help you fine-tune your [messaging](https://www.cmoalliance.com/more-than-just-talking-messaging-and-positioning/) and stay ahead of emerging trends. ### 4\. Optimize for AEO As we mentioned earlier, AI tools mostly rely on structured and conversational data to generate answers. Optimizing for AEO ensures your content is discoverable and featured in these responses. Start by creating content that addresses specific user questions directly. FAQ sections, how-to guides, and content structured with clear headings make it easier for AI to process your information. Use natural language, mirroring how people ask questions in conversational tools, and prioritize clarity and conciseness. Additionally, ensure your site is technically optimized. Use structured data (schema markup) to provide AI tools with detailed metadata, this will help them understand your content's context. The more accessible and straightforward your content is, the higher the chance AI tools will feature it in their answers. ### 5\. Keep a close eye on Google's updates Google's AI and search capabilities are constantly evolving. They've recently integrated features like the short videos tab, pulling in content from social media platforms. But beyond these big shifts, Google also makes frequent updates to its algorithms – changes that directly affect how your content ranks. ## Final thoughts No one can predict exactly where this will lead, consumer habits and technology evolve too quickly for that. Social search offers immediacy, relatability, and discovery. AI tools deliver direct, conversational answers. And traditional search, while still dominant, remains the foundation for broad, reliable information. Together, they form a fragmented but interconnected ecosystem of discovery. Next time you watch someone search for answers, notice how they do it. Are they ‘Googling', scrolling, or asking AI? The answer will give you clues about where search is headed – and why you need to be there. ### Which comes first: The brand or the product? URL: https://www.cmoalliance.com/which-comes-first-the-brand-or-the-product/ Last updated: 2025-05-16T14:52:24.000Z Are you curious about the relationship between brands and products? If you answered yes, you're in the right place! In marketing, there's a debate swirling over which comes first, the brand or the product. The truth is, there's a lot of nuance that makes this answer more complicated than simply choosing one or the other. You need to understand products and brands and how they impact one another if you want to make good choices for your business and grow in meaningful ways. Our goal today is to explore the dynamics between [brand](https://www.cmoalliance.com/the-case-for-brand-building-for-b2b-saas/) and [product](https://www.cmoalliance.com/should-all-cmos-be-thinking-like-product-marketers/), offer actionable tips for building both, and show you how these elements work together to form a successful business. On that note, let's get started! ## **Defining brand and product** Before we get any further into it, we are going to define both of the terms we will be discussing today. It's important to understand what they mean so we can compare, contrast, and elaborate. ### **What is a brand?** Visually, a brand is a logo, a catchy slogan, and an eye-catching color palette. But honestly, this is a really small part of what defines a brand. A strong brand is the [emotional connection](https://www.cmoalliance.com/story-masters-4-emotional-connections-in-brand-stories/) customers have with a company. It's often rooted in their perception of its values, promises, quality, and experiences that make a business stand out from the competition and stick with prospects and customers long after they've seen the brand logo or made a purchase. In my experience, the key to building a strong brand is consistency, authenticity, and fostering an emotional connection with the audience. Want to know how this can pay off? Consider this: research shows that [82% of people](https://wpforms.com/digital-marketing-statistics/)[ want brands to share their personal values](https://wpforms.com/digital-marketing-statistics/). In other words, people are far more likely to care about your business if your brand identity resonates with their personal values and needs. ### **What is a product?** Product marketing represents the tangible or intangible items and services a company offers to meet customer needs. A [product](https://www.cmoalliance.com/finding-and-maintaining-your-product-market-fit-4-actionable-pillars/) encompasses its features, benefits, and the overall experience people have when they use it. It doesn't matter if you're selling software, golf clubs, or watches; the product is the core thing that a customer interacts with after they've made a purchase. However, a product is not just about function; it's about delivering a solution in a way that exceeds customer expectations, both in product design and post-sale support. Effective customer segmentation allows companies to tailor products and services to specific groups, enhancing the overall experience for each segment. For example, [82%](https://www.wpbeginner.com/research/ecommerce-statistics/)[ of consumers are willing to spend more money on a product if they consistently receive excellent service](https://www.wpbeginner.com/research/ecommerce-statistics/), which I believe highlights the importance of the overall product experience, not just the physical item. ### **The connection between brand and product** Put plainly, the relationship between the product and brand is symbiotic. A strong product can enhance brand perception, just as a strong brand can create anticipation and trust around new products. If you want to grow your business and increase sales, you need to come to terms with this fact so you can start thinking about how to bring these two elements together in your sales process. Otherwise, you risk disjointed marketing messages and diluting your brand equity. So, this brings us back to our original question: which comes first? Let's explore both approaches: building a brand-driven product versus creating a product-driven brand. ## **Building a brand-driven product** ### **The benefits of starting with a strong brand** Starting with a strong brand identity before developing a product offers several advantages you should know about. For one thing, a well-established brand acts as a framework for your products, whether it's designing something new or updating something that already exists. If you understand your brand's core values and promises, as well as what your customers expect, you can create something that people will love. It's worth mentioning that this [alignment](https://www.cmoalliance.com/proactive-approach-sales-marketing-alignment/) helps to maintain a consistent experience, which is crucial for building trust and loyalty. You want people to have the same positive experience the second, fifth, and tenth time they buy something from your site. A recognizable brand can also create anticipation for new products. For instance, when Apple announces a new product, consumers are already excited and ready to purchase because they are deeply invested in this brand. There's no question that their brand equity provides a competitive advantage over everyone else on the market. Beyond the face value benefit, there's also the fact that this reduces the time and cost needed to build [brand awareness](https://www.cmoalliance.com/how-to-make-the-case-for-brand-awareness/) and demand for new products. [How to retain legacy customers while attracting new onesBrands, much like living organisms, evolve over time to adapt to their surroundings, grow, and transform to meet the ever-changing needs of the marketplace.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--119.png)CMO AllianceIslam Gouda![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--17-.png)](https://www.cmoalliance.com/rebranding-gone-right-how-to-retain-legacy-customers-while-attracting-new-ones/) ### **Examples of brand-driven products** Nike is a prime example of a company that successfully builds products based on a strong brand. The "Just Do It" slogan drives the development of every product they put on the market. It cleanly aligns with Nike's values of performance, empowerment, and [innovation](https://www.cmoalliance.com/bridging-the-gap-between-efficiency-and-innovation-with-jean-lawrence/), which means when people see an instantly recognizable swoosh, these feelings come to mind. Since people trust Nike's brand, this trust carries over to its products, from footwear to athletic gear and everything in between. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXfcnE-oZSEu3Rtd4ygCaN7lFWS7c-d2KIZTl1qZFfVDoHsr8krlfmhyj0iHYpw4GAuvL3SVyZmx8z9UfxRvU7hr8Ir8J5BVrg4fJLoAQ-ZbgFnxOIhdXh13r1TOHRcK5a1JaTisENzi7gYCGzJlXDCdGe0?key=Mo-vviB-RgdSOb6QCpwP9w) Image source: [Nike](https://www.nike.com/) ### **Practical tips for building a brand-driven product** **Define your brand's core values:** Start by clearly articulating the core values that your brand stands for. These values should be the foundation for every product you create. Ask yourself: Does this product reflect the brand's mission? Does it align with our customer's expectations? If the answer is no, the product you have in mind needs some tweaks or simply isn't right for your business. **Create consistent messaging across all channels:** Consistency is key to brand strength. Make sure your messaging is memorable and consistent across all platforms, from [social media](https://www.cmoalliance.com/overcoming-modern-social-media-challenges-as-a-cmo/) to packaging, so that people learn to recognize your voice and tone when they encounter your brand. **Tip:** The right choices of tools will help you with streamlining your brand management process and reaching the right audience, for example, content distribution software to efficiently spread your messaging, brand monitoring tools to track brand mentions and relevant keywords, or reputation management platforms to address negative publicity or online crises. **Use brand equity to launch new products:** Once you've established your brand identity, use it to generate excitement around new products. I suggest communicating how the new product fits within the brand's existing narrative and reinforces your values. You can see an example of this in the image from Nike above. **Ask for feedback:** Often, your customers can help guide your products so they line up with your brand. I suggest sending our surveys through email, conducting polls on social media, and asking existing customers for their thoughts on new products. Read through their [feedback](https://www.cmoalliance.com/5-reasons-why-businesses-should-not-ignore-customer-feedback/) and see if people think you're being true to your brand. Since you can't have a business without customers, their feedback is vital throughout this process. **Focus on emotional connection:** Finally, cultivate an emotional connection between your brand and your customers. You can do this by sharing stories and finding opportunities to chat with your audience, such as by hosting an Ask Me Anything event on social media after a product reveal. This experience will help people connect with your brand, which means they are more likely to buy your product. ## **Creating a product-driven brand** Let's flip things around now and discuss how you build a brand based on the product or products you're selling. ### **The advantages of starting with a unique product** A high-quality product can also serve as the foundation for building a recognizable brand. What's interesting is how a product can actually establish your brand's identity through its unique features, benefits, and functionality. Unique, high-value products create an immediate market presence and can help you stand out from everyone else, even well-known brands that have been doing this for way longer than you have. With this in mind, a well-executed product-first approach allows you to focus on perfecting the customer experience around that product, building a brand identity organically from the product's success. One of the ways this is possible is through user reviews. When you consider that [88% of people](https://trustpulse.com/social-proof-statistics/)[ trust reviews over advertising](https://trustpulse.com/social-proof-statistics/), it's easy to see how positive reviews can quickly stack up and build a brand's reputation, even if they were relatively unknown up until that point. ### **Examples of product-driven brands** Dyson, a company that's well-known for vacuums and other cleaning products, is an excellent example of a product-driven brand. When James Dyson introduced his innovative vacuum cleaner in 1993, the product itself drove the brand's identity. People didn't know much about this company, but they were intrigued by the promise of a vacuum cleaner that was superior to everything else on the market. Fast forward to today, and Dyson is a household name associated with innovation, reliability, and high-quality products. The brand's strength grew directly out of the product's success. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXcLI8OsKpSBOo8scIJX5o8Bg_sBXqZitk5G9jrg3wzRXVp8NKO5C_VZhuOaAkKC8z73LSfP87BXSQpuDFk31Gvlxt65N9TRt2u6lyRVwlNwvllUemR5EZaP8L__nMQRVgpwpHvI8vWxuI5W6E5fT8Ts-vcL?key=Mo-vviB-RgdSOb6QCpwP9w) Image source: [Dyson](https://www.dyson.com/vacuum-cleaners) ### **Practical tips for creating a product-driven brand** **Prioritize product innovation:** Focus on creating a product that stands out in the market. Innovation should be at the top of your mind. Think of ways you can offer something truly unique that aligns with the [goals](https://www.cmoalliance.com/finding-balance-as-a-marketing-leader-between-short-and-long-term-goals/), needs, and pain points of your target audience. **Invite customers to leave reviews:** Social proof is a driving force for businesses across all industries. People are more likely to buy a product if they see that other people did and had a positive experience. With this in mind, I suggest encouraging satisfied customers to share their experiences. You can then share their feedback on your homepage and product pages. Below is an example of how reviews can shape the way people see a brand. **Develop a clear product story:** If you want to win people over with your product alone, you need a good story around it. Explain why it exists, how it was developed, and what makes it different. This story will help establish why your product is important and, over time, will help to form the foundation of your brand. There are several ways to bring your story to life and connect with your audience on a deeper level, for example, a product video that tells its unique journey, or an interactive experience through VR demo. **Align future products with the original identity:** As you expand your product line, make sure your new products align with the value and identity that attracted people to your first product. Consistency in product quality and experience will solidify your brand in the minds of consumers. **Stay focused on** [**customer experience**](https://www.cmoalliance.com/the-significance-of-customer-experience-in-modern-marketing-a-guide-for-cmos/)**:** Finally, a strong product-driven brand doesn't just stop at innovation. By consistently delivering a top-notch customer experience, from purchase to post-use, you reinforce your brand's promise and build confidence with your audience. ## **Final thoughts: Which comes first?** When it comes down to it, the decision to start with a brand or a product ultimately depends on your circumstances. For some, building a strong brand foundation provides the clarity needed to develop products that resonate with their audience. For others, an innovative product can carve out a space in the market and become the cornerstone of a brand's identity. Ideally, you should build your brand and product simultaneously so you can be sure they're both perfectly aligned from the start. However, I know this isn't always possible. So, whether you choose to focus on a brand-first or product-first approach, remember that success comes from being patient, persistent, and passionate. Take the time to understand your market, your customers, and how your brand and product can work together to create a [memorable experience](https://www.cmoalliance.com/cmos-why-is-brand-experience-so-important-now/). Now, take some time to reflect on your own experiences. Are you starting with a brand, a product, or both? How can you apply the concepts discussed in this article to your marketing strategy? The choice you make today will shape the future of your business. --- *Grab your free copy of the* [*State of AI in Digital Marketing Report*](https://www.cmoalliance.com/the-state-of-ai-in-digital-marketing-report/) *to discover how confident marketers feel about their AI skills and capabilities, find whether AI meeting or missing its ROI expectations, and more.* [The State of AI in B2C Marketing 2025 ReportMarketers aren’t just still interested in AI – they’re more excited than ever.Check out the report to see how things have changed over the last year (or not!) and how your perspective stacks up.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--120.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Sharing_Article_Images_Text_Only_--1---1--1-3.png)](https://www.cmoalliance.com/the-state-of-ai-in-digital-marketing-report/) ### From funnel to bow tie: A smarter model for growth URL: https://www.cmoalliance.com/from-funnel-to-bow-tie-a-smarter-model-for-growth/ Last updated: 2025-11-24T11:18:32.000Z Is it time to kill the marketing funnel? For years, the traditional marketing funnel has been our go-to framework for guiding customers from initial [awareness](https://www.cmoalliance.com/how-to-make-the-case-for-brand-awareness/) to final purchase. It’s a simple model, but the world we market in is anything but. The funnel just doesn’t cut it in a landscape where channels proliferate, data is messy, and customers' journeys are complex and non-sequential. We need a fresh approach. In this article, I’ll share why it’s time to move away from the traditional funnel and embrace the **revenue bow tie model**. We’ll dive into how this model helps you focus on long-term value, secure sustained investment from stakeholders, and navigate [the complexities of modern marketing](https://www.cmoalliance.com/cmo-insights-report-2025/) – all while aligning your teams for shared success. Let’s get into it. [![A slide titled "Learning outcomes" shows a graphic comparing two marketing models. On the left is a traditional, four-stage marketing funnel, labeled "Awareness," "Consideration," "Decision," and "Buy," with arrows pointing downward. An arrow points from the funnel to the right side of the slide, where a graphic of a bow tie model is shown. The left side of the bow tie is labeled "Attract," "Nurture," and "Convert." The center is labeled "Engage" and "The customer experience." The right side of the bow tie is labeled "Adopter," "Loyalist," "Advocate," and "Brand Ambassador."](https://lh7-rt.googleusercontent.com/docsz/AD_4nXfIKJVxpcc3ZJVjVGKO6OM1Fa47ORZAFqzQCztUsGSkSBX0VEVuP3jxlCAKMKoCF8KNsKS8TuMeVCTX3WOGxL6ujLxL4A8Tmjy3d5-9-Zoy_cg3iljk_ltBS_6HJ8xRG2r5zb5SvQ?key=fm1YgU2LAQofC4qH-JmMEw)](https://www.cmoalliance.com/from-funnel-to-bow-tie-a-smarter-model-for-growth) ## The painful realities of modern marketing The shift to a new framework is not a choice; it's a necessity driven by several key challenges that are making our jobs incredibly difficult: 1. The proliferation of new channels 2. Data and tracking headaches 3. Privacy concerns and regulations 4. The high cost of *everything* Let’s take a closer look. ### The proliferation of channels Every year, new marketing channels emerge, and our customers are using more of them than ever before. At Bloomberg, we discovered that around **64%** of our customers use social media as their first point of contact to learn about new products. Plus, on average, a consumer uses **6.8** [different social media platforms](https://datareportal.com/social-media-users#:~:text=GWI's%20data%20also%20reveals%20that,TikTok%2C%20Instagram%2C%20and%20Facebook.) each month. This means we need to be present and active in multiple spaces. The speed of change has accelerated *exponentially*. Historically, new marketing channels took centuries to emerge. It was hundreds of years between the printing press and the first billboards, and another hundred years until the radio came along. However, since the advent of television and the internet, the time between new channels has shrunk from centuries to decades, then years, and now even months. This requires us to be constantly on our toes, not just figuring out which new channels to use but also how to [show up effectively across different devices and platforms](https://www.cmoalliance.com/the-what-why-and-how-of-360-degree-marketing-solutions/). ### The data and tracking headaches Beyond managing multiple channels and devices, we’re faced with the monumental task of tracking all the data. Connecting data from paid platforms, social media, CRMs, and marketing automation tools is often nearly impossible. We forget to tag things, integrations break, and we are left with a fragmented view of our customers. ### Privacy concerns and regulations Adding to this complexity is the rise of data privacy regulations like GDPR. Consumers are also becoming more aware of how [their data](https://www.cmoalliance.com/zero-party-data-vs-first-party-data/) is being used and are less willing to share it. Then, of course, there’s the cookie issue, which makes it incredibly difficult to accurately track individuals as they move between devices. It’s a messy, complicated reality. ### The high cost of everything All these challenges are making customer acquisition more expensive. When our CEOs and CFOs look at the marketing budget, they see a massive figure and start asking difficult questions. With paid media costs climbing, it’s tempting to double down on [organic content](https://www.cmoalliance.com/seo-how-to-bring-humans-and-search-bots-together/) – but that’s getting pricey too. Producing relevant, high-quality content for multiple platforms and customer segments quickly drives up creation costs. We’re caught in a squeeze: increasing costs on all sides combined with the pressure to be present everywhere. The challenge isn't just about being in every channel, but knowing which ones are indispensable and how to prioritize our efforts. ## The revenue bow tie: A better framework With all these hurdles stacking up, clinging to the old, linear funnel just doesn’t cut it anymore. It’s time to shift to the **revenue bow tie** model. While this framework has been around for over a decade, it tackles today’s biggest marketing challenges by pushing our focus well beyond just acquisition. _This post is for subscribers only._ ### Rebranding gone right: How to retain legacy customers while attracting new ones URL: https://www.cmoalliance.com/rebranding-gone-right-how-to-retain-legacy-customers-while-attracting-new-ones/ Last updated: 2025-03-20T09:23:45.000Z Brands, much like living organisms, evolve over time to adapt to their surroundings, grow, and transform to meet the ever-changing needs of the marketplace. Rebranding is often an essential step for companies looking to stay relevant and maintain their position in a competitive market. This process involves more than just a change in logo or slogan; it's a strategic shift that requires careful consideration of the brand's values, audience, and aspirations. Rebranding is a delicate operation, akin to a caterpillar emerging from its cocoon, hoping to be embraced as a butterfly by its admirers. But, much like this natural process, it’s fraught with risks—how can a brand successfully attract new audiences without alienating the loyal customers who have supported the brand for years? The challenge of maintaining legacy [customer loyalty](https://www.cmoalliance.com/brands-in-the-age-of-irrational-advocacy/) while attracting new customers requires a deep understanding of what the brand stands for, its emotional connection with its audience, and the evolving trends in the market. It is a balancing act that involves acknowledging and respecting the brand's past while setting its sights on the future. Let's take a closer look at Jaguar’s rebranding strategy, which exemplifies how a brand can transform while keeping its core audience engaged, and explore some other notable rebranding efforts—both successful and unsuccessful—that highlight valuable lessons in the process. [Building online communities for brand loyaltyBy prioritizing authentic engagement, user-generated content, and meaningful connections, you can transform your customers into passionate supporters who champion your brand.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--99.png)CMO AllianceChris Bretschger![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--15--1.png)](https://www.cmoalliance.com/building-online-communities-for-brand-loyalty/) ## **Jaguar’s evolution: Speed meets sophistication** Few brands have embraced evolution and reinvention with as much grace and sophistication as Jaguar. With a rich history that dates back to 1922, Jaguar has long been a symbol of luxury, elegance, and British aristocracy. For decades, the brand has been associated with high-end vehicles that epitomize craftsmanship, performance, and exclusivity. However, as the automotive industry underwent a seismic shift towards electrification, [sustainability](https://www.cmoalliance.com/what-is-sustainable-marketing/), and cutting-edge technology, Jaguar found itself at a crossroads. The traditional luxury car market was evolving, and the brand risked being left behind if it did not adapt. The pressure to modernize and align with changing consumer values, particularly a younger, eco-conscious demographic, was undeniable. Jaguar's rebranding effort was not just about updating its image; it was about positioning itself as a forward-thinking, innovative brand that could combine its storied history with a vision of a sustainable, electrified future. The cornerstone of this transformation was Jaguar’s commitment to electrification, which was exemplified by the launch of the I-PACE, the company’s first all-electric luxury vehicle. The I-PACE retained the essential elements of the Jaguar brand—grace, power, and sophistication—while catering to an emerging market of environmentally-conscious consumers who still valued luxury and performance. One of the most notable aspects of Jaguar’s rebranding was its decision to retain the iconic leaping feline logo. While the logo was modernized with sleeker lines, the leaping jaguar remained a recognizable and consistent symbol of the brand’s heritage. This move signaled to both legacy customers and potential new buyers that Jaguar was evolving but still rooted in its core values of luxury, performance, and craftsmanship. By maintaining this visual continuity, Jaguar was able to reassure its long-standing customers that the brand’s essence remained intact, even as it embraced a new, innovative future. Furthermore, Jaguar’s marketing efforts clearly communicated the brand’s transformation. The company’s mission to become an all-electric luxury carmaker by 2025 was prominently featured in its advertisements and promotional materials. This clear and forward-thinking vision helped to galvanize new audiences while ensuring that legacy customers were kept informed and engaged throughout the rebranding process. The outcome of Jaguar’s bold rebranding strategy has been widely praised. The brand successfully merged its rich heritage with a sustainable future, attracting a new generation of luxury buyers while maintaining the loyalty of its traditional customers. Jaguar’s rebranding serves as a powerful example of how a brand can stay true to its roots while evolving to meet the demands of an ever-changing marketplace. [Improve your marketing with human search behavior patternsWith search behavior marketing, you can analyze and leverage people’s online search behaviors to optimize your marketing strategies.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--100.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Doodles--23--1.png)](https://www.cmoalliance.com/understanding-human-search-behavior-patterns/) ## **The balancing act: Key insights from Jaguar’s rebranding** ### Honor the legacy Successful rebranding is about honoring the past, not erasing it. Jaguar’s continued focus on craftsmanship, design, and high-performance vehicles reassured long-time customers that the brand’s essence was still present, even as it embraced a new identity. Rebranding should build on a brand's legacy, rather than dismissing it altogether, to ensure a smooth transition for existing customers. ### Communicate the vision One of the most important elements of any rebranding effort is the communication of a clear and compelling vision. Jaguar’s marketing emphasized its mission of becoming an all-electric luxury carmaker by 2025, effectively conveying the brand’s goals and future direction to both new and existing customers. By presenting a transparent and forward-looking vision, Jaguar was able to create excitement around its transformation while keeping its loyal customers in the loop. ### Deliver authentic change Rebranding is most successful when it is backed by tangible, real-world changes. Jaguar’s substantial investment in electric vehicle technology and sustainable practices helped solidify its commitment to its new identity. Without genuine action behind the rebranding effort, the transformation would have come across as superficial and insincere. Jaguar’s commitment to change was not just skin-deep—it was evident in its products, its strategy, and its operations. ## **When rebranding misses the mark: Gap’s logo debacle** While Jaguar’s rebranding has been met with positive [feedback](https://www.cmoalliance.com/5-reasons-why-businesses-should-not-ignore-customer-feedback/), not all rebranding efforts have achieved the same level of success. One of the most infamous missteps in rebranding history was Gap’s ill-fated 2010 logo redesign. In an attempt to signal a fresh new direction, Gap replaced its iconic blue box logo with a more minimalist design that many felt lacked character and identity. The reaction from loyal customers was swift and overwhelmingly negative. The new logo felt disconnected from the brand’s heritage, and customers felt that it disregarded the emotional attachment they had to the original design. The backlash was immediate, with customers taking to social media to voice their disapproval. Within a matter of days, Gap reversed its decision and returned to the original logo—a costly and embarrassing lesson in the importance of understanding and respecting customer sentiment. The Gap logo debacle highlights the dangers of rebranding without first considering the emotional bonds customers have with a brand's visual identity. ## **Other rebranding successes and lessons** ### Dunkin’ (formerly Dunkin’ Donuts) In 2018, Dunkin’ dropped “Donuts” from its name, signaling a shift toward a broader menu that included more beverage options and healthier choices. This move was successful because it resonated with younger, health-conscious consumers while maintaining the brand's iconic imagery and colors. Dunkin' retained its core audience of coffee lovers while appealing to a new generation of consumers. ### Tropicana’s packaging redesign failure In 2009, Tropicana redesigned its packaging, opting for a minimalist design that eliminated its iconic "orange with a straw" imagery. The new design confused customers, leading to a 20% drop in sales within two months. This incident underscores the importance of maintaining recognizable brand elements when undergoing a rebranding process to avoid confusion and customer alienation. ### **The dual challenge: Winning new hearts while keeping old ones** Rebranding is not just a cosmetic update; it is a strategic effort to evolve with the times while remaining true to a brand’s essence. A successful rebrand requires finding the right balance between [innovation](https://www.youtube.com/watch?v=mDKj-7MettY&ab%5Fchannel=CMOAlliance) and tradition—offering something fresh and exciting to new customers without alienating the loyal customers who helped build the brand in the first place. Brands that navigate this delicate balancing act with care can transform themselves into modern, forward-thinking entities while retaining the trust and loyalty of their long-standing customer base. Jaguar’s successful rebranding demonstrates that it is possible to honor the past, communicate a compelling vision for the future, and make tangible changes that resonate with both legacy and new customers. As we’ve seen with Jaguar, Dunkin’, and others, a well-executed rebranding strategy can rejuvenate a brand’s image, broaden its appeal, and secure its position in the market for years to come. However, as the failures of Gap and Tropicana illustrate, rebranding is a high-stakes endeavor that must be handled with care, empathy, and a deep understanding of the brand’s audience. In conclusion, rebranding, when done correctly, is not an end but a new beginning—a way to refresh and rejuvenate a brand while maintaining the [emotional connection](https://www.cmoalliance.com/story-masters-4-emotional-connections-in-brand-stories/) that customers have built with it over time. By respecting the past, embracing the future, and communicating the changes clearly, brands can successfully navigate the challenges of rebranding and emerge stronger than ever before. --- ## **About the author** [Dr. Islam Gouda](http://ae.linkedin.com/in/islamgouda/?ref=revenuemarketingalliance.com) is a young professional with a passion for marketing. Dr. Gouda has an honorary doctorate from the University of California in Strategic Marketing. He also has a master's degree from Florida State University and an American University of Sharjah graduate in Marketing and Management. Dr. Gouda has marketing-focused business experience with a strong analytical ability to use available market data for strategic marketing, business development, and product development purposes along with the identification of new business opportunities and measurement of ROI. Dr. Gouda's specialties include leadership and communications skills with the ability to adapt to a wide variety of cultures and to manage and work as part of cross-functional teams. --- *Get your copy of the* [*AI for Marketing Leaders ebook*](https://www.cmoalliance.com/ai-for-marketing-leaders-ebook/) *and get inspired by real-world case studies from CMOs who are successfully integrating AI, strategies for building an AI-enhanced Martech stack, and more.* [AI for Marketing Leaders eBookThe impact of artificial intelligence on the marketing industry is multifaceted and profound – and marketers in leadership positions are at the forefront of this transformation. To stay ahead, businesses must integrate AI into their strategies to enhance personalization, predict customer behavior, and scale content creation like never before. Our AI![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--98.png)CMO AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_AI_Marketing_Leaders_eBook__Blog-10.png)](https://www.cmoalliance.com/ai-for-marketing-leaders-ebook/) ### Align your company culture with your brand with Noel Hamill [Video] URL: https://www.cmoalliance.com/align-your-company-culture-with-your-brand-with-noel-hamill-video/ Last updated: 2025-03-13T16:00:11.000Z _No content available._ ### Improve your marketing by understanding human search behavior patterns URL: https://www.cmoalliance.com/understanding-human-search-behavior-patterns/ Last updated: 2025-04-16T07:40:19.000Z The way people search for information is changing fast. It might have started with search engines like Google but, now, users research through AI, social media, and voice assistance, and algorithms are [personalizing](https://www.cmoalliance.com/personalizations-power-in-modern-advertising/) results in real time. But what’s influencing this change? ## **Search behavior marketing definition** With search behavior marketing, you can analyze and leverage people’s online search behaviors to optimize your marketing strategies. You study how users search for information, the keywords they use, their [intent](https://www.cmoalliance.com/user-intent-the-true-secret-to-amazing-conversion-rates/) (information, navigational, transactional), and their journey through search engines to tailor your ads, content, and user experience. You can use these insights to improve your SEO, optimize PPC (pay-per-click) ads, personalize your content based on search intent, and ensure people have the best experience with your site. ## **Why is search behavior changing?** ### **ChatGPT vs. Google** **More people are** [**turning to ChatGPT**](https://www.techradar.com/computing/search-engines/i-tried-chatgpt-search-and-now-i-might-never-google-again) **instead of Google** – in fact, in 2023, about 13 million people “[used generative AI as their primary tool for online search](https://www.statista.com/statistics/1454204/united-states-generative-ai-primary-usage-online-search/)”. This number is expected to jump to 90 million in 2027. People choose AI because they also **get summarized answers** to their queries instead of just links, meaning AI-generated responses are changing the way we consume and trust information. ### **AI Overview** And, because Google introduced their search generative experience, known as AI Overview, which appears before the usual organic results, **people are not clicking through** to websites as much. You also get hyper-personalized search results based on past behavior, browsing history, etc., meaning you don’t often need to type full queries – this also changes the way we approach search. [AEO? How to rank for AI Overviews in Google SearchAI Overviews are shaking up the world of search, but they needn’t be a threat. With the right strategy, AIOs can represent an opportunity for SEOs and marketers.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/MA-ICON.png)Revenue Marketing AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Website_Article_Images_Author_Highlight--3-.png)](https://www.revenuemarketingalliance.com/how-to-rank-in-ai-overviews/) ### **Other platforms as search engines** Google still has the majority of the [market share](https://gs.statcounter.com/search-engine-market-share) at 90.14%, followed by Bing at 3.95%, so most people still conduct their online searches on Google. --- Source: [StatCounter Global Stats - Search Engine Market Share](https://gs.statcounter.com/search-engine-market-share) --- However, [Google has lost some ground](https://www.marketingdive.com/news/google-tiktok-instagram-local-search-preference-gen-z/710130/) to Instagram and TikTok as Gen Zers are more likely to **use social media as their search engine**, more so than other generations. Searches also happen on Reddit and YouTube, and, for many, [product search starts on Amazon, not Google](https://www.statista.com/statistics/1368305/amazon-vs-google-product-searches-europe/) – 74% of Italian shoppers, 68% of Spanish shoppers, and 65% of German shoppers **choose Amazon when looking for a product**. Amazon is also testing a new feature that’ll make the platform [more similar to Google when it comes to search](https://chainstoreage.com/amazon-takes-google-mobile-search-based-shopping-pilot). The app will have a feature that “displays select products in its search results even if it doesn’t sell them in its store and links to the brand’s website so customers can purchase items there”). ### **Privacy concerns** Data breaches cost businesses [US$4.88 million in 2024](https://www.ibm.com/reports/data-breach), so it’s fair to say that **privacy and security are increasingly important** – and not just for companies. In fact, [1.6 billion people worldwide used a VPN](https://www.forbes.com/uk/advisor/business/vpn-statistics/) (virtual private network) in 2024 and the market is expected to reach US$76 billion by 2027. In addition, search engines like DuckDuckGo are becoming increasingly popular, since they don’t tend to record search history or queries (and don't share them with advertisers). All of this, plus the use of incognito mode, changes the way people search, since it alters how their data is stored, tracked, and interpreted by search engines (which impacts your marketing and SEO efforts). ### **Content regulations** Regulations like the [EU’s Digital Markets Act](https://digital-markets-act.ec.europa.eu/index%5Fen) make Google and other search engines remove or restrict certain types of content – so, they have to **alter the way they display and rank content** in search results. This legislation came into effect to promote fair competition and reduce the dominance of tech giants. ### **AI spam** It goes without saying that the rise of **AI-generated content has a big impact on SEO**, especially when it comes to maintaining the quality and authenticity of search results. Many AI-generated sites [use AI to create large volumes of content to game the algorithms](https://www.pymnts.com/google/2024/how-googles-ai-spam-crackdown-will-affect-businesses/) – in essence, AI spam manipulates search through things like keyword stuffing and link farming. Google is taking measures to prevent this, as they launched a [core update](https://www.cmoalliance.com/march-core-update-guide-marketing-leaders/) to reduce the visibility of this type of content in search results. --- --- ## **What other factors are influencing search behavior?** What else influences the way people search? - **Psychological factors:** how much information people can process at once and the trustworthiness of the source. Also, the experience people have with a certain topic will usually affect their search queries too. - **Demographics**: age and education matter, since different generations tend to search differently (e.g., the example of Gen Z using TikTok as a search engine). - **Devices**: shorter queries tend to be on mobile and longer on desktop, which also changes the way we search. - **Search engine features**: for example, Google’s autocomplete guides user behavior, and so do featured snippets and AI Overviews, since they influence what users click first. - **Context and environment**: if people are in a rush, their search phrasing will be impacted. Mobile connectivity can also change how users search. - **Search literacy:** some people craft precise queries while others opt for broad/vague terms. - **Content format**: some users also prefer watching videos, while others prefer reading blogs or listening to podcasts. ## **Understanding search behavior models** When people use search engines, their behavior is anything but random – everything they click on, every search they do, all of it is shaped by psychology and cognitive [biases](https://www.cmoalliance.com/the-different-faces-of-unconscious-bias-in-the-workplace/). Over the years, researchers have developed frameworks that explain how people search, why they refine their queries, and what drives them to click on certain results over others. Here are some of the most popular models: ### **Information Search Process (ISP)** The [ISP model](https://wp.comminfo.rutgers.edu/ckuhlthau/information-search-process/) was created by Kuhlthau in 1991 and described how people search in stages when solving a problem or making a decision. It applies to research-heavy searches, like buying a house or learning a new skill. The stages are: 1. **Initiation**:The user recognizes a need for information. 2. **Selection**: They identify relevant sources or keywords. 3. **Exploration**: They refine queries. 4. **Formulation**: They gain clarity and focus on specific topics. 5. **Collection**: They gather detailed information. 6. **Presentation**: They use or share findings (such as their buying decision). ### **Long Tail Search Model** Chris Anderson, in 2004, suggested that while high-volume keywords drive traffic, long-tail keywords (low-volume, highly specific queries) drive conversions. [His theory](https://www.amazon.co.uk/Long-Tail-Future-Business-Selling/dp/1401302378) means that marketing leaders should focus on long-tail keywords (“best AI tools for small businesses” instead of “AI tools”), create niche content to attract high-intent users, and optimize for voice search and natural language queries. [From data to action: The CMO playbookData is valuable only when it translates into actionable insights. Many CMOs today are data-rich and information-poor.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--95.png)CMO AllianceAudrey Masset![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--8-.png)](https://www.cmoalliance.com/from-data-to-action-the-cmo-playbook/) ### **Search Intent Model** In 2002, Broder [classified search behavior into three main types](https://sigir.org/files/forum/F2002/broder.pdf): navigational, informational, and transactional, which we’ll detail below. Understanding these can help you to align your content with user intent – for example, you can create blog posts if you want to provide information for those seeking it, as well as product pages for people wanting to make a purchase. ## **Human search behavior patterns** Human search behavior patterns refer to how people look for information online and how they interact with search engines – a.k.a., we’ve looked at theoretical frameworks above, so let’s now look at the behaviors and actions people take in practice: ### **Navigational search** People search for a specific website or brand, which means it’s all about brand recognition and returning visitors. E.g., “CMO Alliance”. ### **Informational search** Users look for knowledge or answers to their questions, which typically leads them to blog posts, guides, etc. E.g., “What is consumer search behavior?” ### **Transactional search** This is when people intend to take action, which could be buying a product or signing up for something. E.g., “[Sign up to our event](https://events.cmoalliance.com/)”. ### **Comparative search** Users evaluate multiple options before deciding, meaning they rely on reviews, comparison tables, competitor analysis, and more. E.g., “Brand marketing vs content marketing”. ### **Question-based search** People use explicit questions with words like “how”, “why”, and “what”. This type of search is optimized for featured snippets and FAQ-style content. E.g., “Why is my email open rate so low?”. ### **Zero-click search** With features like AI Overview, you can get your answer directly from the search engine results without having to click on a link to a site – in the EU, [59.7% of Google searches](https://searchengineland.com/google-search-zero-click-study-2024-443869) end without any clicks. E.g., if you type “[AI for marketing leaders](https://www.cmoalliance.com/ai-for-marketing-leaders-ebook/)” into Google, this is what you see: ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXdNsAg07yPsO-INVXaqJqRqIo3V4uXgCBMS2DaMEshZLTBF6oStZQjuuJPlev_cjgbHJuMXo1vFc6Qe5XGcSvUiPbCA85EiWdKzPY2z6eJVkomGL02VksDaSv-DR7CLuSYFNY1Wvw?key=Xd4E0u5zB02vz_4SSOoGgfVh) ### **Search pogo-sticking** Another search behavior pattern to consider is pogo-sticking, where users click on multiple results but bounce quickly to the search page if they don’t find what they’re looking for. This indicates they’re not satisfied with the content or with meta descriptions, so it represents a negative signal to search engines. ### **Query refinement** Sometimes, when people have an open-ended goal and are not exactly looking for a specific answer, they search for queries and progressively narrow them down. This requires content that guides them through the decision-making process from start to finish. E.g., searching for “AI tools”, then “best AI writing tools”, then “ChatGPT vs. Gemini”. ### **F-pattern scanning** This is an eye tracking pattern that shows how people scan the content they read online – as well as the search results page. The scan results in an “F” shape, since there’s a first horizontal movement (top of the content), followed by another that moves lower, and finally, a vertical scanning in which people scan down the left side, often skipping words. This means you should design your content to reflect this shape: - Your key points should appear in the first few lines. - Use subheadings and bold text so people can quickly find relevant sections. - Use bullet points and lists to improve scanability. - Avoid large blocks of text and write short paragraphs instead. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXcFzS7HOrXY-V4X_QnhtMcb-LhWEpj5WSwRJTo-GVwrVzcPJqcqKxu_ycCrsxvHpbnxztDK586ysBroNxzcE153QcznhVTqOvfcMJHqA4oTVnZoh2A6ohRlWcy_inBlEcZKfQNuyw?key=Xd4E0u5zB02vz_4SSOoGgfVh) ### **Conversational queries** Long-tail, natural language queries are becoming increasingly popular, especially with AI and voice assistants that imitate real conversations. E.g., “What is the best tool for marketers?” ### **Multi-session and multi-device search** People don’t always complete their journey in one session or on the same device – they tend to research across multiple visits and switch between mobile, desktop, etc. ### **Social search** As seen, social media has had a huge impact on consumer search behaviors, with Gen Z setting the trend. You’re more likely to find queries like “best restaurants in NYC” on TikTok now – in addition, community-driven platforms like Reddit and Discord also influence the way we discover information. And it’s important to remember [dark search](https://www.cmoalliance.com/dark-social-tracking-and-leveraging-private-sharing/), meaning direct traffic from apps like Slack, email, and WhatsApp, where referral data isn’t captured. ## **Predicting user search intent** Tools like Semrush can give you an insight into the user intent of your keywords but, if you don’t use software like that, what signs should you be looking for? ### **Keyword analysis** Long-tail keywords tend to indicate more specific intent than short-tail ones (for instance, “best marketing automation software for startups” shows the intent is more investigational). If users include “how” in their search, it’s often informational, whereas words like “buy” clearly indicate a transactional intent. ### **Analysis of the results page** If you search for a keyword on Google and it’s displayed as a featured snippet, the query is likely informational, and if you get product listings, the intent is transactional. Likewise, if Google suggests “People Also Ask”, the intent is likely informational. ### **Metrics** This could be anything from the bounce rate on your pages (with a high rate meaning the content doesn’t match what people are searching for) to the time people spend reading your content (the more time they spend on your pages, the more likely it is that your content meets their expectations). ### **AI and machine learning** You can use AI tools to predict user search intent, since they understand natural language and intent and can analyze how people interact with search results. ## **In short** Understanding consumer search behavior patterns isn’t just about keywords and algorithms – it’s also about psychology, intent, and digital habits that are always evolving. If you can understand how people approach search, you can craft better messaging, improve the performance of your content, and drive higher conversions. So, don’t just track search trends, decode the human behavior behind them. --- *If you haven't already, join our* [*growing community of marketing leaders*](https://www.cmoalliance.com/join-the-community/)*, whether you're a CMO, a Director of Marketing, or a manager trying to reach the C-suite.* *Network, share your experiences and insights, and seek advice directly from your peers.* [Community | CMO AllianceReady to connect with CMOs and top-level marketing executives all over the world? Join our community for an exclusive space for CMOs to network, share experiences and insights, and seek advice directly from other CMOs.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--96.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Meta_Image_Template-2-3.png)](https://www.cmoalliance.com/join-the-community/) ### Building online communities for brand loyalty URL: https://www.cmoalliance.com/building-online-communities-for-brand-loyalty/ Last updated: 2025-06-14T13:56:06.000Z With savvy consumers and rising competition, customers are looking for meaningful [connections](https://www.cmoalliance.com/human-connection-is-at-the-heart-of-marketing-success/), and the brands that successfully foster online communities can transform one-off buyers into lifelong fans and advocates. Instead of focusing on transactions, you must take the next step to prioritize engagement, interaction, and relationship-building in [communities](https://www.cmoalliance.com/join-the-community/) that drive customer retention and growth. Find out how you can build your own online brand community for [long-term loyalty](https://www.cmoalliance.com/brands-in-the-age-of-irrational-advocacy/). Here are examples of how some of the best brands today are prioritizing online communities to drive loyalty and engagement. ## Moving past transactional relationships Traditionally, business was a simple equation: Attract customers, make a sale, and repeat the process. Customers either liked what you had to offer – including the customer service you provided – or they went to your [competitor](https://www.cmoalliance.com/the-best-competitive-strategy-for-each-stage-in-the-business-lifecycle/). Now, with competition on the rise and consumer expectations shifting, brands need to do more than just sell – they have to connect. Building an online community builds trust and cultivates brand advocates that spread word-of-mouth recommendations that can drive business in the long run. For example, [Sephora’s Beauty Insider Community](https://www.sephora.com/beauty/profile-beautyinsider) allows users to share makeup tips, ask questions, and engage with brand representatives to find out more about products or offers. This not only enhances the shopping experience but fosters a sense of belonging among Sephora customers. ## The key aspects of a strong brand community ### A clear brand purpose An engaged community begins with a clear purpose: - Why should customers want to be a part of your community? - What value do they get, especially after purchasing a product? Your community should reflect your brand’s core mission and values, whether that’s [sustainability](https://www.cmoalliance.com/what-is-sustainable-marketing/), inclusivity, or environmental activism. This purpose helps you shape the focus on the community and ensures you stay consistent, both within the community and in your brand messaging. Take Peloton. The brand doesn’t just sell exercise bikes, but promotes a lifestyle of fitness camaraderie and motivation. The [online community for Peloton](https://support.onepeloton.com/s/article/13887796819476-Pelotons-Community-Features?language=en%5FUS) is filled with user-generated content, leaderboards, and interactive classes, giving members a reason to stay engaged long after their one-time purchase. [The 6 diversity and inclusion strategies you need as CMOAs a CMO, your role goes beyond brand strategy – it’s also about crafting narratives that resonate with your audience segments.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--90.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Doodles--19-.png)](https://www.cmoalliance.com/6-diversity-and-inclusion-strategies-you-need-as-cmo/) ### Authentic engagement and interaction [Engagement](https://www.cmoalliance.com/putting-people-at-the-heart-of-your-brand-story/) is the key to a thriving community, and maintaining it is what brings value to your brand. What this means is that you should participate in discussions, respond to questions, and create and share content that’s relevant and valuable to your audience. [Glossier](https://www.glossier.com/?srsltid=AfmBOorV8n8wHbihK-D5zvAlIPyNUrKEis-bZANQB4DwI7-WC0T77BVg), a popular beauty brand, built its success on customer interactions via social media. It relied on [social media platforms](https://www.cmoalliance.com/maximizing-your-social-medias-effectiveness/) to engage with fans, take product suggestions, and share user-generated content (UGC). By listening and responding to customers, Glossier builds genuine relationships that keep customers invested in the brand and its products. ### User-generated content (UGC) and brand reach People trust the word of others over an advertisement, which is why word-of-mouth recommendations and [influencer marketing](https://www.cmoalliance.com/harnessing-influencer-marketing-to-capture-first-party-data/) are so powerful. When you encourage your customers to share their experiences, reviews, and content, you strengthen your brand’s credibility. For example, the [Starbucks #WhiteCupContest](https://storybox.io/starbucks-white-cup-contest/) is a famous [UGC](https://www.cmoalliance.com/engagement-to-revenue-how-ugc-boosts-roi/) campaign because of its resounding success. The brand invited customers to decorate coffee cups and share photos with the hashtag #WhiteCupContest. In return, they had a chance to win a $300 gift card and their design printed on a reusable cup. The campaign returned tons of UGC and reshares of the posts, increasing Starbucks’ organic reach. ### Exclusive experiences and loyalty incentives Loyalty programs and exclusive access make customers feel valued. When they believe they are part of something special and exclusive, they’re more likely to be engaged and share their positive experiences. The [LEGO Insiders](https://www.lego.com/en-us/insiders) program, for example, rewards customers for purchases and getting involved in the customer community. LEGO is a brand that already has a strong emotional connection with customers, but the brand rewards them with initiatives like LEGO Ideas, which allow customers’ original designs to be turned into officially branded products via community vote. [How to use emotional storytelling in marketingPeople want to feel emotionally engaged with brand messaging and content. To evoke those feelings, I advise balancing pathos with logos – the rational, logical side of your argument.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--91.png)CMO AllianceGastón Tourn![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--2-.png)](https://www.cmoalliance.com/story-masters-4-emotional-connections-in-brand-stories/) ## How to build brand communities on platforms Wondering how to start building your own brand communities? Here are some tips: ### Social media engagement Platforms like [Instagram](https://www.instagram.com/cmo%5Falliance/), [TikTok](https://www.tiktok.com/@cmo.alliance), and [Facebook](https://www.facebook.com/alliance.cmo) offer direct ways to connect with customers using polls, Q&As or behind-the-scenes content to create engagement. In fact, many consumers have come to expect their favorite brands to have a robust social media presence. [Wendy’s X](https://x.com/wendys?lang=en&mx=2) strategy has been effective in fostering community. The brand engages followers with humor, witty comebacks, and interactive challenges. This unique approach helped Wendy’s build a loyal online community that extends beyond the physical locations. ### Branded online forums and groups Creating dedicated spaces for discussions, such as Facebook Groups, allows customers to engage with like-minded people regarding the brand or similar interests. Facebook offers a “private” option as well, making the group safe and exclusive for members. Harley-Davidson’s [Harley Owners Group (H.O.G.)](https://www.harley-davidson.com/us/en/content/hog.html) is a prime example of a brand that has a sense of community and extended it to an online presence. Members can connect with one another through Harley, share their experiences, participate in exclusive events, and gain a lot of perks. There are also opportunities to connect through local chapters. This community-driven initiative strengthens brand affinity and gives customers a sense of ownership. [Community | CMO AllianceReady to connect with CMOs and top-level marketing executives all over the world? Join our community for an exclusive space for CMOs to network, share experiences and insights, and seek advice directly from other CMOs.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--92.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Meta_Image_Template-2-2.png)](https://www.cmoalliance.com/join-the-community/) ### Email and membership-based engagement While social media is effective, email can be a powerful tool for [personalized](https://www.cmoalliance.com/personalizations-power-in-modern-advertising/) communication. You can share exclusive content, early access invites, and curated recommendations to strengthen your relationships with customers. [Amazon Prime](https://www.amazon.com/amazonprime) is a good example of email’s power. Prime members receive tailored content recommendations, early access to deals for Prime Day, and benefits like free shipping, making their subscription feel more like an exclusive club than just a loyalty program. ### Influencers and brand ambassadors Influencers and brand ambassadors can play a pivotal role in expanding and strengthening online communities. You can collaborate with influencers and brand ambassadors who align with your brand values, leveraging their audiences and credibility to gain deeper engagement. For example, [Gymshark](https://www.gymshark.com/) has built a strong fitness community by partnering with fitness influencers who embody the brand’s ethos. These influencers create workout content, share personal stories, and interact with followers, helping Gymshark maintain an active customer base. ### Measuring success in community building Building an effective brand community requires consistent efforts and some experimentation. You want engagement, but that’s not the only goal. Your community should also help your business growth. It’s important to review your strategy to ensure you’re meeting your business needs and satisfying your customers. Asking for feedback helps you understand your [customers’ needs and preferences](https://us.bastionagency.com/news-views/7-market-research-trends-you-need-to-know/), such as whether you’re delivering content that answers common questions or addressing their concerns. It’s also important to set goals and monitor your progress. Some of the key performance indicators (KPIs) to track include: - Engagement metrics, such as likes, shares, comments, and active members - Customer retention rates, such as repeat purchases and subscription renewals - User-generated content contributions, particularly for active UGC campaigns - Referral traffic and word-of-mouth impact With this data, you can identify trends or areas for improvement to find out what resonates most with your audience and continuously improve your efforts. ## Shift from transactions to brand loyalty The brands that thrive in the current market understand that consumers are in it for more than a purchase. By prioritizing authentic engagement, user-generated content, and meaningful connections, you can transform your customers into passionate supporters who champion your brand. Whether through social media, exclusive groups, or influencer collaborations, investing in communities today will pay off in long-term customer relationships and sustained business [growth](https://www.cmoalliance.com/making-your-customers-your-growth-priority/). --- *Get your free copy of the* [*AI for Marketing Leaders ebook*](https://www.cmoalliance.com/ai-for-marketing-leaders-ebook/) *for an analysis of common challenges and pitfalls to avoid, insights on how AI is transforming search, and more.* [AI for Marketing Leaders eBookThe impact of artificial intelligence on the marketing industry is multifaceted and profound – and marketers in leadership positions are at the forefront of this transformation. To stay ahead, businesses must integrate AI into their strategies to enhance personalization, predict customer behavior, and scale content creation like never before. Our AI![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--94.png)CMO AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_AI_Marketing_Leaders_eBook__Blog-9.png)](https://www.cmoalliance.com/ai-for-marketing-leaders-ebook/) ### Culture as currency: The TIME story URL: https://www.cmoalliance.com/culture-as-currency-the-time-story/ Last updated: 2025-08-26T11:28:53.000Z What is the true value of your brand? Is it in your products, your services, or your advertising? While those are all important, the most successful brands today understand that their greatest asset isn't something they sell; it's **the culture they create**. Culture might sound like an abstract concept, but it’s so much more than that. It’s a powerful business asset that drives revenue, audience engagement, and long-term [brand loyalty](https://www.cmoalliance.com/brands-in-the-age-of-irrational-advocacy/). At TIME, we've learned this firsthand. A couple of years ago, when I came in as Chief Marketing and Impact Officer, my team and I faced a significant challenge: how to drive revenue with a minimal budget and a legacy business that was navigating the ongoing decline of print media. Our solution was to lean into our culture. In this article, I’ll share how we navigated this transformation. You'll discover: - The business case for culture-driven advertising and why authenticity is crucial for building trust. - How we used a multi-platform strategy to shift from traditional advertising to experiential engagement. - The importance of building purpose-driven communities to position your brand at the center of cultural influence. ## The power of a brand story According to author and marketer Marcus Collins, culture is "the system of behaviors, beliefs, and values that influence the way people live their lives". He argues that to change what people do, you first have to change what they *believe*. [![A slide titled "The Power of Culture-Driven Marketing." On the left, four members of the South Korean girl group Blackpink are posing in a styled room. On the right, a quote from Marcus Collins reads: "Culture is the system of behaviors, beliefs, and values that influence the way people live their lives. If you want to change what people do, you have to first change what they believe." Below the quote, the text "Blackpink, South Korean Girl Group // 2019 TIME100 Next Honoree, 2022 Person of the Year (Entertainer)" is visible.](https://lh7-rt.googleusercontent.com/docsz/AD_4nXcrGTRICJk5zc9gmHpW5FByi3DSIDpLXtOMJfjB4Ex3KoD-dMkowJ5Z91rBnPukbAuQHSvzwsgE-8RozCwdXXzbbTFk1jobb43HTvoPbKa8QXbyqDSql0iTWZxMVfXaeC7YBpG0?key=YsmNa3X81607zFNKuXrvuw)](https://www.cmoalliance.com/culture-as-currency-the-time-story) **Image courtesy of TIME* At TIME, we discovered that our brand had already been a part of people’s beliefs for generations. Our team has a running joke that everyone has a "TIME story". When we ask people, they share warm memories of TIME magazine – their dad always having a copy on the coffee table, learning to read English with TIME, or even seeing it at the doctor’s office as a kid. These personal connections aren’t just anecdotes; they're evidence of a deeply embedded cultural presence that has influenced news literacy and exposed people to world events for a hundred years. This brand recognition and [emotional connection](https://www.cmoalliance.com/story-masters-4-emotional-connections-in-brand-stories/) were two of our greatest strengths when we set out to turn the company around. The TIME 100 franchise was another. This gave us a powerful platform to highlight influential people and build new communities. We also knew that while the print magazine was our main product, our multi-platform presence, including TIME Studios, our brand content division Red Border, and our social channels, offered new opportunities for growth. ## Pivoting to a B2B model Despite our strengths, we had some major challenges to overcome. As a legacy brand, we were navigating the decline of the print media industry. The business wasn’t profitable, and the traditional advertising market had become oversaturated and unexciting. Our digital site wasn't strong enough at the time to drive significant revenue. We needed to make a drastic change. Our first move was to pivot from a traditional B2C subscription model, which wasn't working for us, to a B2B direct-sale revenue model. We shifted our focus to engaging C-suite executives and CMOs, creating communities and events where they could connect with potential clients and find value for their businesses. This strategy has been incredibly successful, resulting in an **18% increase in revenue**. ## Building new communities and brand extensions We also took a bold step: we removed our paywall. This was a strategic move to signal our shift to a B2B model and democratize access to our trusted journalism. We partnered with Verizon, a company deeply invested in bridging the digital divide, which allowed us to make our content free for everyone while creating a valuable B2B relationship. _This post is for paying subscribers only._ ### Prompt engineering: The secret to creating better content URL: https://www.cmoalliance.com/prompt-engineering-the-secret-to-creating-better-content/ Last updated: 2025-08-26T13:16:33.000Z [AI adoption](https://www.aiacceleratorinstitute.com/only-2-1-avoided-generative-ai-in-2024-find-out-why/) is skyrocketing, and it’s reshaping the way we work. But for all its benefits, AI still has a reputation problem. People often complain that its outputs are too vague, unreliable, or bland. And let’s be honest – many of us struggle to admit when AI does something faster or more efficiently than we can. The truth? AI is only as good as [the prompts we give it](https://www.cmoalliance.com/chatgpt-prompts-for-marketing/). If you’re not getting high-quality results, the issue might not be the model – it might be how you’re asking it to work. That’s where [prompt engineering](https://www.productmarketingalliance.com/the-power-of-prompt-engineering-hands-on-ai-skills-for-pmms/) comes in. Mastering the art of writing precise, well-structured prompts can help you get more useful, targeted, and high-quality [AI-generated content](https://www.cmoalliance.com/harnessing-generative-ai-for-content-creation-and-planning/). So, in this article, we’ll explore: - The key components of an effective prompt. - Techniques to refine and improve AI outputs. - Real-world examples of AI-driven content creation. - Resources to help you take your AI skills to the next level. If you want to harness AI’s full potential, it all starts with better prompts. Let’s dive in. ## AI is taking over the workplace AI adoption is exploding in the workplace. According to the [2024 Work Trend Index report](https://news.microsoft.com/annual-wti-2024/), published by Microsoft and LinkedIn: - **75%** of respondents use AI at work. - **46%** of them started using AI less than six months ago. - **90%** of AI users say it helps them save time, focus better, and be more creative. With all these productivity and creativity gains, it’s no surprise that AI skills are in demand. Hiring managers are actively looking for employees with AI expertise. In my opinion, there’s never been a better time to be a marketing strategist with AI experience. At the same time, there’s growing concern about AI’s impact on jobs. The reality is that some roles will inevitably change – copywriters, data analysts, content marketers, and SEO specialists are already seeing shifts in their responsibilities. Sam Altman, CEO of OpenAI, even stated that [AI will replace 95% of creative marketing work](https://www.forum3.com/ai-first-community). That’s a pretty scary proposition, and it’s a recurring theme in discussions about AI. ### AI as a tool, not a replacement Despite the concerns, marketing requires a high level of strategy, creativity, and decision-making – things AI can’t fully replicate. In fact, AI and [large language models (LLMs)](https://www.aiacceleratorinstitute.com/superintelligent-language-models-a-new-era-of-artificial-cognition/) will likely help us the most by removing friction between us and subject matter experts or siloed teams. If AI helps us centralize work – so we don’t have to wait two weeks for the SEO team to write copy or for PR to draft a press release – we can move faster and be more effective. And all of that can start with the power of a well-crafted prompt. ## What is prompt engineering? So, what exactly is prompt engineering? It’s the process of crafting the right prompts to get the best and most accurate AI-generated output possible. At Netwrix, I’ve built prompts for everything from persona development and positioning documents to competitive battlecards, sales guides, call scripts, and demo scripts. Honestly, I use AI for almost everything I do. Especially in a private equity-backed company like mine, where efficiency is critical and margins matter, AI is a game-changer. The acquisitions aren’t slowing down. The work isn’t slowing down. The sales demands aren’t slowing down. We need a scalable way to create content across different verticals, use cases, and functional roles. AI helps us do exactly that. And at the core of making AI work effectively? **It all comes down to prompt engineering.** The better the prompt, the better the output – so mastering this skill is key to unlocking AI’s full potential. ## The 7 key components of a strong prompt A prompt can include many different components, but after refining a wide range of marketing deliverables, I’ve found that these seven elements are the most important. [![7-step AI prompt checklist with items ordered from most to least important. 1) Task, 2) Context, 3) Example, 4) Persona, 5) Format, 6) CTA, 7) Tone.](https://lh7-rt.googleusercontent.com/docsz/AD_4nXdWMbyRlTaixm0JZr7psB4DrfdXwKgXYWtQNTvSKrWDwQc4pp6CyD8-SYymEgxMydZ1vpXMtHMm2uUVtMiOrx3KHzBNaQOWyX9ffZbs7neRHhXYbvVWYAUD-jDOE5svOyCAOsCGsg?key=mPS5uWnrMsDaRjtMMvEC1IMc)](https://www.cmoalliance.com/prompt-engineering-the-secret-to-creating-better-content) ### 1\. Task: Define what you want the AI to do First and foremost, you need to define the **task**. This is the primary output you're expecting from the AI – whether it’s generating a list, writing a blog post, rewriting content, or analyzing data. Personally, I tend to be a bit verbose in my writing, so I often ask AI to make my content clearer, more concise, and easier to read. Being specific about the task helps ensure you get exactly what you need. ### 2\. Context: Provide background information Next, **context** is crucial. This could include background details, unique selling points, market conditions, or business challenges. The more context you provide, the better the AI will understand what you need. You can feed entire product documentation sets into an AI model. Since [models like Claude](https://www.developermarketing.io/claude-ai-better-than-chatgpt/) have a 200,000-token context window, they can reference extensive documentation to generate highly relevant and accurate responses. One of the biggest complaints I hear is that AI-generated content can feel generic or even inaccurate. If you’re getting generic or off-base responses, try adding **more** context. Push as much relevant information as possible into your prompt, then refine your approach based on the output. ### 3\. Example: Show what good looks like **Examples** are a game-changer in prompt engineering. They serve multiple purposes: - Clarifying what you're asking AI to produce. - Reducing ambiguity in the task. - Helping the model mimic the tone, style, and structure you want. People often worry that AI-generated content feels inauthentic. A simple way to improve this is to feed the model examples of high-quality, authentic content – articles, blog posts, or case studies you're proud of. You’ll be surprised by how much better the output becomes when the AI has a strong reference point. _This post is for paying subscribers only._ ### Ditch those dreaded Frankenstacks with Elaine Zelby, Co-founder at TofuHQ URL: https://www.cmoalliance.com/ditch-those-dreaded-frankestacks-with-elaine-zelby-co-founder-at-tofuhq/ Last updated: 2025-03-14T10:12:33.000Z --- ### The 6 diversity and inclusion strategies you need as CMO URL: https://www.cmoalliance.com/6-diversity-and-inclusion-strategies-you-need-as-cmo/ Last updated: 2025-03-04T08:45:26.000Z > *“Real diversity and inclusion doesn't mean that we will always agree. It means that even when we disagree, we can still respect each other.” – Justin Jones-Fosu, CEO of Work, Meaningful* [Diversity and inclusion](https://www.cmoalliance.com/why-is-diversity-important-in-the-workplace/) aren’t just buzzwords. They’re crucial for innovation and [sustainable growth](https://www.cmoalliance.com/what-is-sustainable-marketing/) since they give you a vast range of perspectives and experiences, as well as fresh ideas. As a CMO, your role goes beyond brand strategy – it’s also about crafting narratives that resonate with your audience segments. But, what does meaningful action look like? Here are the top strategies you might want to consider when it comes to diversity and inclusion so you can strengthen your brand and drive customer engagement. ## **1\. Hiring and talent management** Diversity starts with hiring, but it doesn’t stop there. Many companies are creating programs to ensure equal access to opportunities, [eliminate bias](https://www.cmoalliance.com/the-different-faces-of-unconscious-bias-in-the-workplace/), and support career development for underrepresented groups. Once diverse talent is in the door, you must ensure equal opportunities for growth. Things like mentorship programs, leadership training, and sponsorship initiatives can be incredibly helpful. What’s more, ensure equal pay and correct disparities if/when they happen. ### **How are companies doing it?** **Microsoft** has a [Neurodiversity Hiring program](https://www.microsoft.com/en-us/diversity/inside-microsoft/cross-disability/neurodiversityhiring) designed to bring in talented people with neurodivergency, which means offering tailored interview processes and career support. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXdgbLKSmsqQAyRx_i5HLP9Ubvje3kEShAk0o2E8ek951hGUZoKIEpw8PuJsnHpLK-RdTzvEZsnfL2BYEGGiNGWb9yZgDk28syorp2U8WmHX1Hl5kc8cVJ10irgtFzIW5EdaeKec9Q?key=FWovwGrU4YeAUkxe6LxpQf5J) **Salesforce** [conducts pay audits](https://www.salesforce.com/uk/news/stories/our-pay-philosophy-2/) to ensure employees are paid fairly and close wage gaps on gender and race. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXe25WukCzgPdtlJtJKEsIcsBFL-6H5t2dbiDj9_3eUiAsMOBaKO-KeuU2ynWRShUr0mEch_C0ZhtPn4cv-r6nb5CeQd9exCBoDYjwNtPF1uM7YKnuQLo2zwSTHv7xWpTLeSTlXKDw?key=FWovwGrU4YeAUkxe6LxpQf5J) **Accenture** [aims to become as diverse and inclusive](https://www.accenture.com/us-en/about/inclusion-diversity-index) as possible. In fact, they have plenty of use cases on their site showcasing people’s real stories of acceptance. Their efforts have netted them a 103.4% out of 100 on the Workplace Pride Global Benchmark and inclusion in the Bloomberg Gender Equality Index as a top-scoring org, as well as many other accolades. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXcGYt_BomHBRxx4AnAjGeKedOKp4JSBeNXjnvlyhomG6YbaHXHIIKTPut5qGRRZiK-uPsopXb-DbVezLHCPqD1yw6yOLC-zuR1ZTdb3yRZvjq3CZPXtwdSZPKuXfFAvKqonJbahHA?key=FWovwGrU4YeAUkxe6LxpQf5J) ## **2\. Employee resource groups** Creating an inclusive culture doesn’t happen accidentally – it requires intentional spaces where staff can connect, share experiences, and advocate for change. Employee resource groups, or ERGs, offer spaces for people from underrepresented groups to do just that. These voluntary, employee-led groups are often crucial when it comes to shaping company policies and creating inclusive environments. Some companies even provide funding and sponsorship for ERGs so they can have the resources they need to make an impact. In essence, ERGs give employees a voice and ensure that [diverse](https://www.cmoalliance.com/why-we-need-to-amplify-diverse-voices-in-marketing/) POVs are considered at all levels of a company. ### **How are companies doing it?** **Google** has ERGs like the [Disability Alliance](https://careers.google.com/stories/googles-disability-alliance/), which is for Google and Alphabet employees “who care about disabilities, learning differences, special needs, and neurodiversity, for themselves or a child, relative, or friend.” This group has chapters in 18 countries and thousands of members. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXeQa1ELIwiV7768k7bdDMMYDhCj1wMnwAF4iOIaG8W6fQa-IER8k3YGRJ98Koq7OQcxED6aQIo87wpyxej-COrxEs_2jmWklXWKQ9Jh8li-4krzN1bT6-7EQdr7f2qj6Tq1ilQ4lg?key=FWovwGrU4YeAUkxe6LxpQf5J) **Intel** is another company investing in diversity and inclusion [through ERGs](https://www.intel.com/content/www/us/en/diversity/diversity-employee-groups.html), as they have several of them. For example, the Women at Intel Network focuses on gender equality and increasing the number of women in leadership roles, as well as providing mentorship and professional development opportunities. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXf774uYXHQUEsVaOKl2msYuSnVsBFsTBOfpfIViS70JtioH-x4nSCJAQz2cAlLdFbWGOqOY0_xJFbNEgJGZq0h04YhmD3IMWVEKwC3QTCIS9gTdhEr2ViET0H0tSht7TKN61ncbcA?key=FWovwGrU4YeAUkxe6LxpQf5J) **LinkedIn** also has [several ERGs](https://careers.linkedin.com/belonging/employee-resource-groups), such as Out@In (an LGBTQ+ group), Women at LinkedIn, and Veterans at LinkedIn, which connects “our LinkedIn veteran and military employees and allies.” ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXdk-h8_jtFyQEYf5mGhI26QSvYHOSaVKNpe5g6N-rtFaZvUUAsB_XrnHu_W5kv8oTjkUaKL2XsGQBoBlrCAhAzScj8Vp4Z2I0K8cpmapkfKRXGPoL6b_J1nHUXz6HP3f9kHkwG9hQ?key=FWovwGrU4YeAUkxe6LxpQf5J) ## **3\. Supplier and business partnerships** If you’re serious about diversity, you must go beyond your workforce and extend it to your business practices as CMO. Partnering with people who share the same values and/or who are also part of underrepresented groups can be a powerful way to make an impact. By diversifying supply chains and partnerships, you can help drive economic equity while enjoying fresh perspectives and innovative solutions from your partners. ### **How are companies doing it?** **Starbucks’** [Supplier Diversity Program](https://www.starbucks.com/business/supplier-diversity/) is aimed at businesses “certified as ‘diverse’ by a third-party agency with products and services relevant to Starbucks” – to qualify, businesses must be “51% owned and operated by a woman, minority, veteran, person with disability, LGBTQ, or a socio-economically disadvantages small business.” ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXcb7fkustbbxtZE6HNh00StE4YJwiq5XraAOSFapszBMo0s1Ae-2-hYplGbHQco2NR-reggY-q9IdFM2isHV1NUXuxYlc-PyDl0DtQHiLfj9Eldx6cRuePqxTsEB54H-b213rS0XQ?key=FWovwGrU4YeAUkxe6LxpQf5J) **Xerox** has a [Supplier Diversity Program](https://www.xerox.com/en-us/about/supplier-relations/diversity-program) as well, focusing on things like training and education, and recognizing suppliers. Last year, they spent $32 million on minority-owned businesses, $22 million on woman-owned businesses, $6 million on veteran-owned, and more. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXdMu3WvC-wf5-6xAU3CpUttNA94_hEVf0Z1gFu2n1_cLVs3hD4rUUu3QZzwlPd7Y8tLPA2PKtQLBmGFSKaNXCDt29UOacanUvkB8-IqaAfzBnHqGvI_ClCE3t7NAf5kOprzyPcbKg?key=FWovwGrU4YeAUkxe6LxpQf5J) **Cargill** is another org doing the same. Their [Diversity Supplier Program](https://www.cargill.com/supplier-central/en/supplier-diversity) focuses on choosing the right suppliers and providing equal opportunities to all businesses that meet their procurement needs. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXdEDbGQYBxQ2MwnsrK-Cz1sTEZGlMsSv0gzxjQxp2WiMr9vPly9MLBtQxf9e4dWpB6dbSNSxPn5qtLjDPMc5gOcJ_uGJfxNiCWifWBS_tbuDyZ1T2EV-yP5TRZfJir07ixc9Pvx?key=FWovwGrU4YeAUkxe6LxpQf5J) ## **4\. Inclusive products and marketing** Representation in the products and marketing that you put out into the world is also key. Many orgs are increasingly focusing on making their products, services, and marketing campaigns more reflective of diverse audiences. For instance, designing accessible products that accommodate different needs, from physical disabilities to neurodiversity. Or, rethinking representation in advertising by making sure that [your marketing](https://www.cmoalliance.com/the-what-why-and-how-of-360-degree-marketing-solutions/) reflects a broad range of racial, gender, and cultural identities. If you can do this well, you won’t just attract a wider audience, but also foster loyalty and trust by showing that inclusivity is a core value for you, not an afterthought. ### **How are companies doing it?** **LEGO** launched its [Dreamzzz](https://www.lego.com/en-gb/themes/dreamzzz) toy sets, which weren’t designed with one specific gender in mind. [They said](https://www.kidsnews.com.au/humanities/lego-breaks-down-gender-stereotypes-with-new-inclusive-toy-range/news-story/07f131abd2955bdf6700ab1b842092d8): “Our research has been so lengthy because we wanted to invite both genders equally to this franchise so it’s important that everything we developed would resonate with boys and girls equally, which is why we had to pivot many times.” This way, LEGO aims to improve diversity in its advertising and promote inclusive play. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXeFATMYi-uStI87xTzFDaCA1lkGvxrbaQEhDcXD-Zq7n_Ps639EwTXt6jFv8SbJ6C1VcOIc2WOgC08UbWtP-psNK6WIQsGBzwlOAhZO16XR8hL5plJ_rtRqbrqFZAmOfK390cEqPw?key=FWovwGrU4YeAUkxe6LxpQf5J) **Kmart Australia** has taken steps to ensure its products and marketing reflect the diversity of its customers by introducing [fashion dolls representing people with disabilities](https://www.kmart.com.au/product/fashion-doll-with-a-disability-assorted-42925880/). The goal is to normalize and destigmatize disability. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXeZYG77GiB4flooITxbjLhyhaU5frGorw0A6-zfBVtAr9OgFlf4qNK1zlhX8gDvVZZ3Xyna-pnc9Pd6sSEncwj1fTzddvfg0PcT-BkvLGx_TxNn98SCJhvkpLpP5Pojv0qQUtCCtw?key=FWovwGrU4YeAUkxe6LxpQf5J) **Xbox** created an [adaptive controller](https://www.xbox.com/en-GB/accessories/controllers/xbox-adaptive-controller) to accommodate gamers with physical disabilities, enabling a more inclusive gaming experience. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXc9U252OMVBGTP_kYCYv_t5t9Lny9Qj0KHNzVEIzeORFgNIo0zBVWDcdrY-HBPraspWR_XwFegq_qneDEuSiNipjBWS5KX8kB95zhfTB9Mwp4wDVzaVBDRuVah4j9HN4oUNU3cVwA?key=FWovwGrU4YeAUkxe6LxpQf5J) ## **5\. Training and education** A company’s culture is shaped by how well employees understand and practice inclusion, which is why many orgs are investing in training programs that address bias and promote a more inclusive workplace. But the most effective training goes beyond one-time workshops. For example, why not integrate ongoing education into your culture and offer learning opportunities through interactive discussions, guest speakers, and scenario-based training? You can even offer leadership coaching so that middle and senior managers have the tools to support diverse teams effectively. ### **How are companies doing it?** **Code First Girls** is an org based in the UK that aims to reduce the gender disparity in the tech industry by [offering free coding courses](https://codefirstgirls.com/) to women and non-binary people. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXcNCoM381a1WMk4aS7iMpfefj5SLya-bK3CSjs0YFkmbhDeVuKzyntzry_pTyF_3KYprh_DQszC5-hsiZ7M1wPlPYvUQD8JX5lEQW-LsWPUBuW9_juSxfN_5auL1s-wDFJT7-se?key=FWovwGrU4YeAUkxe6LxpQf5J) And it doesn’t need to be just courses. For instance, a few years back, **Starbucks** closed all U.S. stores to [carry out racial bias training](https://www.bbc.co.uk/news/world-us-canada-44285234) after an incident. The goal was to prevent discrimination from happening in their cafés. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXccw5omfJhQqN2AUdKK9_T1wPA3SWXy2nrzyLL8hsCEWKF9sjv-1FqIuQ28awZujW5seNu8IL0RTOAQioIdytto83XuVRrtr9WL22u0J3vkpck-oFevaHk3SdqyAqJ8SlJJPTmE?key=FWovwGrU4YeAUkxe6LxpQf5J) Source: [Starbucks](https://about.starbucks.com/belonging-at-starbucks/) **Hilton** requires employees to [complete diversity training](https://cr.hilton.com/wp-content/uploads/2020/04/Hilton-Diversity-and-Inclusion.pdf) to ensure everyone provides a welcoming environment for team members and guests. This training includes Anti-Trafficking, Diversity and Inclusion, and Harassment Free Workplace. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXd6uZsX7l_Avfsdn9rD2iocy2yRF4nGk1bqCWRIa7a5UfdrDQp5DwdzDPDrfRzVV3--LMtxRDIgWCQWkF3fG6EGtX81G0JWa9j3yzfuE6IbqfPsayb_DSc-2WHozVV2AcqhH2vf?key=FWovwGrU4YeAUkxe6LxpQf5J) Source: [Hilton](https://jobs.hilton.com/diversity) ## **6\. Community and social impact** Beyond internal policies, many orgs are stepping up to drive social change in the wider community, such as advocating for policy change and funding social equity programs. By doing this, you can create sustainable programs that drive meaningful, lasting change. ### **How are companies doing it?** **Cisco** has showcased a [strong commitment to workplace equality and community engagement](https://www.ft.com/content/58b6b437-69b6-4675-8104-89333b8a6b7e) by encouraging leaders to engage with employees from diverse backgrounds to better understand their experiences (and create a more inclusive environment). They also pledged US$50 million to address homelessness. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXdhSXn2677Jjbt3fvsdswiqrDq4SfhdkgrrroQAeY7lBTYM2E3dNqnGe1UTP19IP2AO_NrolX2KRy5vFZcwN50lJT2enwD9KOMffhNkGiCyKwq7BBfDlddOv9VeFdXstIQnHjHAzw?key=FWovwGrU4YeAUkxe6LxpQf5J) Source: [Cisco](https://www.cisco.com/) **e.l.f Beauty** is known for its [commitment to inclusivity and social impact](https://www.elfbeauty.com/impact), and they continue to increase investments in community partnerships and supplier diversity, highlighting that inclusivity is integral to innovation and success. In fact, [the CEO said](https://www.advocate.com/news/elf-beauty-ceo-defends-dei): “Our mission is to make the best of beauty accessible to every eye, lip, and face. One of the best ways we know how to live that mission is to have an employee base that reflects the community that we serve.” ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXf8p5FgUi77vRoLixerT_KEolnAMksWLz2IKM06zjsncYC1Bpai0m0pjVBueosNLWNb6bw0dy-eKF8Qy5oXJa7DemMCwKhGy0eSNIwjmeKVhE-xxBaOg11FdE8h3tE9A7U9pAZu9g?key=FWovwGrU4YeAUkxe6LxpQf5J) **The Wonderful Company** is dedicated to [enhancing the communities](https://csr.wonderful.com/) where their employees live and work – for example, they offered US$25 million for more than 2,300 company-sponsored scholarships for children of their employees. With this, they promote social mobility and higher education. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXe1ehSSXw2LVGflWtc-OIxKnQIfRZsY7xNzlXTyX2Wz19K5-W3FbSrvKwTm0VSBqXpJuziQeerKFaw71_68bCclxso9fxv6K6MyJRxMw8-Kh6iXuebt8FPquIcziXGAXYlKlPuqOA?key=FWovwGrU4YeAUkxe6LxpQf5J) ## **In short** Diversity and inclusion are not just about meeting quotas, but also about creating workplaces, products, and ecosystems that reflect and serve a diverse world. Some of the world’s most successful companies recognize that diversity and inclusion is an ongoing journey that requires continuous learning, accountability, and action – as a CMO, what strategies do you apply or which ones do you want to implement? --- *Get you free copy of the* [*AI for Marketing Leaders eBook*](https://www.cmoalliance.com/ai-for-marketing-leaders-ebook/) *for a roadmap that shows how to incorporate AI into your strategies to boost personalization, predict customer behavior, and scale content creation.* [AI for Marketing Leaders eBookThe impact of artificial intelligence on the marketing industry is multifaceted and profound – and marketers in leadership positions are at the forefront of this transformation. To stay ahead, businesses must integrate AI into their strategies to enhance personalization, predict customer behavior, and scale content creation like never before. Our AI![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--85.png)CMO AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_AI_Marketing_Leaders_eBook__Blog-7.png)](https://www.cmoalliance.com/ai-for-marketing-leaders-ebook/) ### Navigating cultural sensitivity in global influencer campaigns URL: https://www.cmoalliance.com/navigating-cultural-sensitivity-in-global-influencer-campaigns/ Last updated: 2025-09-22T14:25:34.000Z [Influencer marketing](https://www.cmoalliance.com/why-is-influencer-marketing-important/) has greatly improved how brands connect with consumers, allowing companies to target audiences authentically and engagingly. Yet, cultural nuances can make or break a brand’s success when campaigns expand across borders. A marketing message that works in one country could fall flat in another. This article will explore how marketers can manage cultural sensitivity in global influencer campaigns. From researching local markets to adapting content for diverse audiences, we’ll discuss the key strategies for ensuring your campaigns connect across cultures. ## Understanding cultural sensitivity in marketing Cultural sensitivity involves understanding the values, beliefs, and traditions that shape consumer perceptions. When brands take the time to align with cultural norms, they [build more trust and loyalty](https://papers.ssrn.com/sol3/papers.cfm?abstract%5Fid=5038476) among their target audiences. Overlooking these nuances can lead to cultural insensitivity in influencer campaigns, often involving tone-deaf messaging and alienated consumers. It’s important to recognize that what works in one market may not work in another. Humor, symbolism, color psychology, and influencers’ roles vary widely across cultures. For example, bold messaging may work in Western markets, but many Asian audiences prefer a more subtle, harmonious approach. Brands that do global marketing well can foster deeper [emotional connections with consumers](https://www.cmoalliance.com/emotional-marketing-does-it-really-work/). By demonstrating respect for local customs and traditions, they can avoid backlash and build credibility. ## Research local markets and consumer expectations A one-size-fits-all approach rarely works in global marketing – especially when leveraging influencers. Before launching an influencer campaign in a new market, brands must conduct thorough research to understand local consumer expectations, preferences, and cultural sensitivities. Without this groundwork, brands will fail to connect with their audiences or, worse, offend them. It’s vital to dive into regional values, consumer behaviors, and purchasing motivations. Consider analyzing social media trends and [learning from competitors’ successes and failures](https://www.competitiveintelligencealliance.io/social-media-competitive-intelligence/). It also helps to engage with local experts or cultural consultants to gain guidance on local customs and social issues. By taking the time to understand the target audience’s culture, you can create highly relevant campaigns. They will be more likely to increase engagement and strengthen the brand’s reputation. ## Choose the right influencers [Picking the right influencers](https://www.cmoalliance.com/finding-the-right-influencers-for-your-brand/) is one of the most critical aspects of a successful global campaign. The ideal influencer should understand [the brand’s values](https://www.cmoalliance.com/8-ways-to-authentically-bring-your-companys-values-to-life/) and, more importantly, the cultural expectations of their audience. With a strategically chosen influencer, you can improve communication, reputation, and credibility among consumers. One key factor to consider is how influencers engage with their audience. Do they have a trusted connection with their followers? Do they understand and respect cultural differences that could affect how consumers perceive the brand? A deep understanding of regional preferences can make all the difference in ensuring an influencer’s message reaches the intended audience successfully. Another aspect of influencer collaboration is language. Communication between brands and influencers is crucial for delivering a well-executed campaign, and language barriers can create misunderstandings that impact messaging. This is why studying a foreign language can be valuable for marketers managing worldwide influencer campaigns. Companies are increasingly looking for professionals who can conduct business in different languages, and bilingual marketers [could earn 15% more](https://www.languagetrainers.com/blog/bilingual-people-get-paid-4-key-considerations/) than monolingual colleagues. When looking for influencers, choose ones with strong engagement and who can meet cultural and linguistic needs. Such tactics guarantee campaigns will have a more authentic feel. ## Communicate clear expectations and guidelines to influencers Even the most culturally aligned influencers need clear guidance to ensure their messaging remains consistent with the brand’s identity and values. With well-defined expectations, brands can align tone, [messaging](https://www.cmoalliance.com/how-brand-messaging-changes-for-b2b-and-b2c-companies/), and product representation. Setting transparent guidelines helps influencers craft content that feels true to audiences and the brand’s objectives. Therefore, you must ensure influencers fully understand the brand’s mission, key messaging points, and any cultural sensitivities they need to consider. This includes outlining dos and don’ts related to language, imagery, and engagement style. Additionally, brands should establish expectations around disclosure, ensuring compliance with local advertising regulations and maintaining consumer trust. While expectations are crucial, giving influencers creative freedom is just as important. Influencer campaigns succeed because the content creator sticks to their personality on the platforms, so overly scripted content can come off as forced. Approximately [62% of consumers have purchased products](https://grin.co/influencer-marketing-guides/the-power-of-influence-a-2025-guide-to-the-creator-driven-buyer-journey/) from influencers they follow. This is because they trust endorsements that feel natural and can identify with the influencer’s style. Therefore, allowing creative flexibility is key to driving engagement and conversions. ## Customize content for different regions A message can seriously impact consumers’ purchasing decisions. Yet, to succeed in different regions, it must feel relevant and culturally appropriate. Instead of repurposing the same visuals or translating captions, brands should [adapt to local customs and consumer expectations](https://www.productmarketingalliance.com/finding-the-right-localization-strategy-for-your-business/). One effective strategy is collaborating with local influencers who deeply understand their audience. These influencers can provide insights into how consumers will receive certain phrases or cultural references. Visual elements should also adapt to reflect local aesthetics and cultural symbolism. Colors, gestures, and imagery carry different meanings across cultures. McDonald’s and Coca-Cola have successfully navigated this by tailoring their campaign visuals to each region without losing their core brand identity. You may think customizing content means sacrificing consistency. However, it is still important to maintain a unified brand voice while allowing flexibility in execution. Such measures let companies create campaigns that feel localized and globally cohesive. ## Highlight cultural moments in the content Consumers today expect brands to be socially aware and culturally relevant. By incorporating local cultural events and trends into influencer content, brands can show respect for their audience’s values and issues that matter. When done authentically, this approach strengthens brand-consumer relationships, engagement, and brand loyalty. Cultural moments vary widely across regions, from holiday celebrations to traditions. Therefore, brands must approach this strategy with care. Inserting cultural references into a campaign without a full understanding can be performative or opportunistic. Instead, successful brands take time to research and collaborate with influencers on how best to present their brand using cultural celebrations. ## Navigating controversies and potential backlash Global influencer campaigns can easily ignite controversy. A single misstep can spread across social media like wildfire, leading to reputational damage and lost revenue. Beyond the immediate revenue loss, the long-term impact depends on the gravity of the misstep and how the company responds. In 2019, Dolce & Gabbana released an ad featuring a Chinese model struggling to eat Italian food with chopsticks. Many saw it as mocking Chinese culture, sparking [swift backlash](https://www.bbc.co.uk/news/world-asia-china-46968750). Social media exploded with criticism, Chinese celebrities pulled out of brand partnerships, and the company’s Shanghai fashion show was canceled. While Dolce & Gabbana issued an apology, the fashion house still struggles in today's Chinese market. Incidents like these occur more often than you may think. That is why cultural awareness and swift crisis management are important in these situations. When faced with backlash, brands should handle it by: - **Acknowledging mistakes quickly:** Ignoring criticism or offering a vague response can worsen matters. A direct, transparent apology that takes responsibility is crucial. - **Engaging with the affected audience:** Showing a willingness to listen and learn from cultural communities can rebuild trust. - **Take corrective action:** This could be removing content, revising internal processes, or investing in cultural education. Demonstrating a change can regain some of those loyal customers. - **Ensure continuous learning:** Brands should implement ongoing cultural sensitivity training and diverse hiring practices to prevent similar mishaps. ## Building trust through cultural awareness Influencer marketing offers brands opportunities to connect with diverse audiences. However, success requires a deep understanding of their cultures and what they expect. By taking the time to understand and recognize regional sensitivities, you can create campaigns that build lasting connections and consumer trust. ### The ABCs of ABM: A step-by-step guide to success URL: https://www.cmoalliance.com/the-abcs-of-abm-a-step-by-step-guide-to-success/ Last updated: 2025-09-24T14:40:58.000Z There’s a lot of buzz about [account-based marketing (ABM)](https://www.cmoalliance.com/aligning-sales-and-marketing-to-achieve-successful-abm/) these days. But what does it take to create a successful ABM program? In this article, I share insights from my journey – failures and all – on how to build, execute, and measure an ABM program that drives meaningful engagement and measurable growth. Here’s what you’ll learn: - **How to lay the groundwork for ABM success**, including defining objectives, setting up governance models, and building strong partnerships with sales. - **Why collaboration with sales is critical** and how to align seamlessly across teams at every stage of your program. - **The key phases of ABM execution**, from [identifying target accounts](https://www.revenuemarketingalliance.com/importance-of-tiering-accounts-abm/) and crafting tailored campaigns to celebrating wins and sharing results. - **How to measure ABM’s impact**, focusing on reputation, relationships, and revenue, with shared [KPIs](https://www.revenuemarketingalliance.com/important-kpis-to-get-the-most-from-abm/) between marketing and sales. Whether you’re new to ABM or looking to refine your strategy, this article offers actionable tips and practical advice to help you succeed. Let’s dive in! ## ABM is a journey, not a quick fix Before we jump into the ABCs of ABM, it’s important to understand one key thing: **ABM isn’t something you can start doing overnight**. Unlike standard [marketing campaigns](https://www.cmoalliance.com/marketing-campaign-planning-template-framework/) where you create content and see quick results, ABM requires patience and strategic planning. It’s a journey, not a sprint. You’ll need to lay solid foundations, pilot a few programs, and gradually scale from there. Trying to rush the process often leads to failure, as I learned firsthand while setting up ABM at Google Cloud. Building a strong foundation is critical – it’s what sets your program up for long-term success. ## ABM thrives on cross-functional alignment The second thing to keep in mind is that [ABM isn’t a solo effort](https://www.revenuemarketingalliance.com/your-guide-to-abm-team-structure-success/). Marketing might take the lead, but for the program to succeed, everyone – sales, leadership, and other stakeholders – needs to play a role. Cross-functional alignment is essential. Collaborating closely with your sales team, for instance, ensures that both teams are working toward shared goals. From aligning on high-priority accounts to maintaining open communication, this partnership is the cornerstone of a successful ABM strategy. ## The three phases of setting up an ABM program There are three key steps involved in creating and running a successful ABM program: 1. **Build**: This phase lays the foundation for everything that follows. It’s where you establish frameworks and expectations, define your strategy, and ensure everyone is on the same page before moving forward. 2. **Execute**: Here’s where the planning comes to life. This phase is all about launching your campaigns, deploying tailored outreach, and putting your plan into action. 3. **Share**: Celebrating wins, big or small, is essential. This phase involves reporting on progress, sharing outcomes with stakeholders, and gathering feedback to continuously improve. Now, let’s take a closer look at each phase. ### Phase 1: Build One of the most important steps in laying the foundation for a successful ABM program is getting buy-in from key stakeholders. Having executive sponsors from both sales and marketing on board can make a huge impact. At this stage, it’s also vital to set realistic expectations. As I’ve mentioned, ABM isn’t something you can rush. It usually takes around four to six months to launch a program, and during the first year, the focus should be on **piloting and learning** – not scaling. Scaling tends to come in year two, and even then, not every aspect of the program can scale. After all, ABM is meant to be bespoke, so what works for one account won’t necessarily fit another. Sharing your vision for how ABM will work, your go-to-market framework, and when people can expect to see results helps keep everyone aligned. [![Diagram titled 'Define ABM for your organization' featuring a pyramid with three layers representing ABM approaches: 1:1 at the top, 1:few in the middle, and 1:many at the base, supported by a Global Center of Excellence. Bullet points ask key questions about scope, focus, clustering accounts, timelines, and scaling.](https://lh7-rt.googleusercontent.com/docsz/AD_4nXdDgE8kF8J6PS0LGQnyv_zYsJ7UW5FshfHzzbAXlTtm_90Zy8w1vYQSImymTOb-H-aNqnvE2hpiVvZWKUQQ4LYrd4oV3Kwwgxce6bv-quYLtInUI9G_aA5M53WRNxNmr2uC3drCnw?key=wbTtBba6jBqsLIizGTRhLw)](https://www.cmoalliance.com/the-abcs-of-abm-a-step-by-step-guide-to-success) A great starting point is defining what ABM means for your business. It might seem like everyone already knows what ABM is, but you’d be surprised – different organizations and teams often have very different interpretations. Contextualizing ABM to fit your company’s goals helps get everyone on the same page and ensures the program is set up for success. You should also take the time to dig into sales priorities and uncover industry and customer insights. This is key to shaping the program in a way that feels truly collaborative. #### Clustering accounts and staying focused If your ABM program involves a one-to-few approach, now’s the time to figure out how to group accounts. Will you cluster them by industry or perhaps by go-to-market strategy? The best approach depends on your business. A word of advice: try to avoid mixing new accounts with existing customers and aim to keep each cluster to **20–25 accounts at most**. It’s not always easy to settle on these limits with sales, but keeping clusters manageable will make your program run much more smoothly. #### Establishing a governance model Another critical foundation for ABM is establishing a governance model with your sales team. This means laying out clear processes for selecting accounts to target and ensuring it’s not a revolving door where accounts are constantly swapped in and out. After choosing the accounts to focus on, you need to align with sales on their responsibilities in making ABM work. For example, every account in the ABM program should have **a** **detailed account plan**, and ABM tactics should integrate seamlessly into that plan. Besides account planning, a well-defined governance model includes considerations for customer experience. For instance, **trend triggers** – such as changes in customer behavior or organizational shifts – should prompt adjustments to ABM strategies, communicated in advance to the sales team. Similarly, **ringfencing** accounts can help avoid campaign overlap or communication fatigue, protecting the effectiveness of the program. By establishing these guardrails early, you set clear expectations, build strong partnerships with sales, and create a structured approach that ensures ABM’s long-term success. #### Getting agency support Agency support can make all the difference in executing ABM effectively. Most ABM teams start out lean, and handling everything in-house can be overwhelming. Agencies can help fill the gaps, especially when it comes to gathering marketing insights. For instance, research agencies are essential for uncovering industry trends, understanding account priorities and challenges, and even diving into persona-level insights for one-to-one ABM. This level of detail is almost a full-time job in itself, making external expertise invaluable. [![Graphic titled 'Agency Evaluation' outlining four key areas: research agencies for industry, account, and persona insights; content development including messaging houses and AI-driven personalization; campaign execution such as events and direct mail; and tools and tech stack, including CRM, intent insights, and targeted digital advertising.](https://lh7-rt.googleusercontent.com/docsz/AD_4nXeoXzYiUBrW00RX94hdGF4LIAQNzN2hqr955pIIgA_xeSqXqdqCceF1zBexTGjzJDsd6RYWZ9f2KPo7U24Eqc2o-0aEU28RGBRh4uLUEA55CeFmZXcRX1XisVmN_65HHcr-lBwH?key=wbTtBba6jBqsLIizGTRhLw)](https://www.cmoalliance.com/the-abcs-of-abm-a-step-by-step-guide-to-success) That said, there’s no single agency that can handle every aspect of ABM, and that’s okay. It’s a good idea to evaluate agencies across four dimensions: **research**, **content creation**, **campaign execution**, and **tools and tech stack**. Each area plays a role in building a comprehensive ABM strategy. #### Your ABM tech stack: No need to break the bank One of the most common questions I get is whether you need expensive ABM platforms to get started. My take? Absolutely not. ABM doesn’t have to mean spending six figures on a tech platform just to run paid ads. In fact, I view one-to-many ABM as more like account-targeted demand generation, not true account-based marketing. At Google Cloud, for example, the one-to-many digital ABM programs were part of the demand generation team, not the ABM team. While we collaborated to ensure alignment on messaging and outreach, we didn’t include these programs in our one-to-one or one-to-few ABM efforts. This division of responsibilities allowed us to focus on the high-touch, bespoke aspects of ABM without getting bogged down in tech-heavy processes. So, if you’re hesitant to start ABM because of the perceived cost of tech platforms, let me reassure you: you don’t need to invest heavily in tools to get started. Focus on building your strategy and leveraging the resources you already have – there’s plenty you can achieve without an expensive platform. ### Phase 2: Execute Phase two is where all the groundwork you’ve laid starts to come together. You’ve aligned with your sales team, got some executive sponsors, and established a clear governance model. Now it’s time to start building and implementing your [go-to-market (GTM) strategy](https://www.gotomarketalliance.com/the-go-to-market-hub/). Take the time to walk your sales team through your GTM strategy. Explaining how the sausage is made will help them understand why this process takes time and effort, making them more likely to stay engaged throughout. #### Defining objectives and accounts to target The first step of the execution phase is to define your objectives and collect detailed insights on the accounts you want to target. This includes a mix of external and internal inputs: - **External insights**: Dive deep into industry trends, account-specific priorities, and persona-level information. If you’re taking a one-to-one ABM approach, insights at the individual decision-maker level will make a huge difference. - **Internal insights**: Collaborate with sales to gather qualitative information, such as how the account has responded to past outreach and who the key stakeholders are. These internal perspectives are invaluable when crafting your strategy. #### Creating your account list Building your account list is one of the toughest parts of this phase. Start with a quantitative model that includes metrics like expected revenue, past engagement levels, and growth potential. Once you’ve drafted the list, bring it to your sales team for discussion. Be open to their qualitative input – sales teams often have unique insights about which accounts should or shouldn’t be included. This back-and-forth can take time, but it’s worth the effort. A well-vetted account list ensures that your ABM efforts are focused where they’ll have the most impact, setting the stage for a successful campaign. #### Building your campaign strategy Now you’ve defined your objectives and account list, it’s time for the campaign strategy to take shape. This is when you define your [**ideal customer profile (ICP)**](https://www.productmarketingalliance.com/how-to-determine-your-ideal-customer-profile/), identify the key [personas](https://www.revenuemarketingalliance.com/how-to-improve-your-marketing-personas/) or individuals you’ll target, and develop a **messaging house** tailored to their specific needs. At this stage, you’ll also map out an **orchestration plan** – a timeline detailing how and when marketing and sales will engage with these accounts. Sharing and aligning this plan with your sales team before moving to the next step is crucial. Collaboration ensures both teams are synchronized and ready to execute effectively. #### Putting the plan into action With the campaign framework in place, the focus shifts to implementation: executing the orchestration plan, measuring progress, optimizing campaigns as needed, and reporting on results. This stage is where all the planning and alignment come to life. ### Phase 3: Share Now your program is up and running, you can start sharing results and celebrating early wins. Establishing a communication cadence with your sales team ensures they’re kept in the loop. In our team, we practice what we call “strategic over-communication” – not to overwhelm sales but to recognize how busy they are and ensure key messages are reinforced in multiple formats. For instance, we’ve set up monthly meetings with the sales team, sent newsletters summarizing key points, and provided regular updates. Repetition and multiple touchpoints ensure the message gets through and keeps everyone aligned. #### Measuring the success of your ABM program When it comes to measuring success, I recommend following the **3R approach**: 🏅 **Reputation**: Focus on driving preference with key accounts, building your reputation in new markets or business units, and enhancing internal credibility. 🤝 **Relationship**: Identify and engage with key stakeholders, deepen relationships through insights and innovation, and cultivate references, referrals, and advocates. 💰 **Revenue**: Measure pipeline growth, the success of new offerings in new markets, and increases in win rates and deal sizes. What’s critical here is that KPIs are shared between sales and marketing. By creating shared dashboards outlining objectives, account details, personas, key messages, pain points, and orchestration milestones. This transparency ensures both teams are working toward the same goals and have full visibility into progress, allowing you to align your efforts and demonstrate the impact of your ABM program. ## Closing thoughts ABM isn’t about chasing MQLs, [it’s not about spending a fortune on a shiny tech stack](https://www.cmoalliance.com/think-before-you-buy-your-first-abm-tech/), and it’s certainly not something you can flip on like a switch. ABM is a journey – a strategic go-to-market approach that aligns all revenue-facing functions to grow your business with specific target accounts. Let me leave you with three takeaways: 1. **Treat sales as a true partner:** The sales team isn’t just a stakeholder in ABM; they’re your partners in success. 2. **Invest in building the foundations:** It’s impossible to overstate how important this step is to the long-term success of your program. 3. **Practice strategic over-communication:** Sales teams don’t typically complain about getting too much information from marketing. What they do complain about is being left in the dark, so don’t hesitate to reach out often and via multiple channels. When ABM is executed as a collaborative, carefully planned journey, it has the potential to drive meaningful engagement and deliver measurable growth with your most strategic accounts. Every step you take toward building a thoughtful ABM program is an investment in stronger relationships, deeper trust, and greater business impact. With the right focus, collaboration, and patience, ABM can transform how your organization engages with its most valuable customers – and unlock new levels of success. --- *This article is based on* [*Akriti Gupta*](https://www.linkedin.com/in/akritig/)*’s insightful talk at the ABM Summit.* ### Is AI a creativity booster or buster? Insights from Janina Abou Al Ward URL: https://www.cmoalliance.com/is-ai-a-creativity-booster-or-buster-insights-from-janina-abou-al-ward/ Last updated: 2025-02-20T16:24:54.000Z --- ### Adaptability, resilience, and the value of diverse experience URL: https://www.cmoalliance.com/adaptability-resilience-and-the-value-of-diverse-experience/ Last updated: 2025-02-20T11:53:33.000Z When people ask me about my career, I usually start by saying that I’m a mechanical and industrial engineer. This surprises people, because my current role is CMO for a B2B SaaS company in the market research industry. So how did I end up here? The journey to becoming a CMO is rarely straightforward. For me, it has been a colorful mix of experiences across industries, teams, and even countries that shape the way I lead. Along the way, I picked up skills and perspectives that influence how I tackle challenges, connect with teams, and achieve business goals. ## Two major qualities: adaptability and resilience For CMOs and marketing executives, leadership and communication are table stakes. But, from my personal experience, I can say there are two underrated skills that are equally important: [adaptability and resilience. ](https://www.cmoalliance.com/cultural-flexibility-for-marketing-creativity/) Early in my career, the president of the telecommunications company I worked for told me, “Resilience is the most important skill you need to have because things will change.” At the time, I thought it was such a negative message, but it turned out to be true. In marketing, change is constant. You need to be able to adapt, especially in smaller organizations where external factors—like competitors or [economic changes](https://www.cmoalliance.com/navigating-economic-turmoil-as-a-cmo/)—can have a bigger impact. The key is to embrace change as an opportunity to learn and grow. Here are some lessons that have stuck with me and how they might apply to your marketing leadership. ## **Why cross-functional experience matters** One of the biggest advantages of working across different roles is learning how the pieces fit together or, as I like to say, connect the dots. Early in my career, I was in roles that didn’t have much to do with marketing—logistics, project management, [cross-functional alignment](https://www.cmoalliance.com/how-paula-catoira-leverages-cross-functional-experience-2/). What I learned from those experiences was how to think about dependencies between teams, how to solve problems holistically, and, most importantly, how to get everyone aligned around a common goal. [A blueprint for cross-functional team leadershipImagine you wake up one morning and see that a leader from another key function has sent a dramatic message to sales leadership on a topic that your PMM team is invested in…![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--79.png)CMO AllianceJan Hofmann![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Doodles--11-.png)](https://www.cmoalliance.com/a-blueprint-for-cross-functional-team-leadership/) As CMOs, our success depends on cross-functional collaboration. Marketing doesn’t operate in a vacuum. To really drive results, you need strong relationships with product, sales, and [customer success teams](https://www.cmoalliance.com/how-to-lead-a-customer-success-team-through-a-management-transition/). It’s about understanding each team’s role in the bigger picture and finding ways to work together effectively. For example, during a major network expansion project in the telecommunications industry, I learned how to manage priorities and investment decisions at a massive scale. Even though the context is very different from what I do now, the skills I gained—business case development, risk assessment, and investment prioritization—apply just as much to launching a new product or developing a [marketing strategy](https://www.cmoalliance.com/navigating-the-data-maze-how-cmos-can-revolutionize-marketing-strategy-with-revenue-intelligence/). ## **Unsung leadership skills to navigate change** As I mentioned above, adaptability and resilience are critical marketing skills that often fly under the radar. Whether it’s a shift in consumer behavior, new competition, or external economic pressures, we need to navigate uncertainty with a steady hand. Adaptability is about more than reacting to change—it’s about anticipating it and turning challenges into opportunities. Resilience, on the other hand, is what keeps you moving forward when things don’t go as planned. [Why appreciation is the most undervalued leadership skillAppreciation is one of the many hard and soft skills modern-day leaders must possess. This guide will tell you why every leader must show appreciation toward their employees, coworkers, and business partners.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--84.png)CMO AllianceErik Bergman![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Why-appreciation-is-the-most-undervalued-leadership-skill-sharing-1-2.png)](https://www.cmoalliance.com/why-appreciation-is-the-most-undervalued-leadership-skill/) Both skills complement each other, creating the foundation for effective leadership in unpredictable environments. As a CMO in a [dynamic SaaS environmen](https://www.cmoalliance.com/how-to-validate-if-your-saas-startup-has-achieved-product-market-fit/)t, the ability to recalibrate strategies and maintain focus under pressure is crucial. As a CMO or marketing leader, you won’t always control the factors influencing your business. What you can control is your mindset and response. Being adaptable and resilient isn’t about abandoning plans—it’s about evolving them to meet the moment. And when you model these qualities for your team, you help create a culture of growth and problem-solving that drives long-term success. ## **The importance of OKRs and prioritization** When it comes to aligning teams and staying on track, clear goals are non-negotiable. OKRs (objectives and key results) are one way to bring structure and focus to what a team is working toward, but the specific framework matters less than the clarity it provides. Think of it like a soccer team (I’m Brazilian, so soccer analogies come naturally). Everyone on the field has a role, and the team only succeeds when those roles are aligned toward the same goal. [Everything you need to know about marketing OKRsOKRs is a term that gets thrown around a lot these days, but what exactly does it mean? Andrea Lineham, CMO of Zai, is here to shed some light on the magic of OKRs and how they can help drive your business’ performance.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--82.png)CMO AllianceAndrea Linehan![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/hitting-your-objectives-okr-image.jpg)](https://www.cmoalliance.com/are-you-ok-with-okrs/) OKRs do the same thing for a company, giving every department and individual a clear understanding of how their work connects to the bigger picture. But it’s not just about setting goals—it’s about constantly prioritizing. There’s always more to do than you have time or resources for, so you have to focus on what will make the most significant impact. I challenge my team to think critically about where their time and energy are going. Does this initiative align with our goals? Is this the best use of resources right now? It’s about being intentional and clear on what matters most. ### **Building trust and staying curious** Lastly, leadership is about trust and curiosity. As CMOs, we’re not expected to know everything—and we shouldn’t pretend to. Surround yourself with smart people who are experts in their areas, and encourage them to challenge you. I tell my team, “Show me what I’m not seeing. Push back if I’m wrong.” That kind of openness builds trust and makes everyone better. [Building brand trust in a new era of data privacyIn the ever-evolving landscape of data privacy, the question of how brands can build trust with their customers is more pertinent than ever.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--83.png)CMO AllianceCecilia Dones![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/data-privacy-header-1.png)](https://www.cmoalliance.com/building-brand-trust-in-a-new-era-of-data-privacy/) Curiosity is just as important. Whether it’s sitting down with a colleague from another department to understand their challenges or diving into a completely new project, staying curious keeps you learning and growing. And in a role like CMO, where you’re constantly balancing strategy and execution, that growth mindset is key. ### **Final thoughts** The path to becoming a marketing leader looks different for everyone, but some lessons are universal. Build cross-functional experience, stay adaptable and resilient, prioritize ruthlessly, and never stop learning. Above all, remember that success is a team effort—and the best teams are those that trust, collaborate, and grow together. Marketing is challenging, but it’s also exciting. When you embrace the journey with curiosity and an open mind, you’ll not only lead better—you’ll enjoy the process along the way. ### How to drive growth with better CMO-CFO collaboration URL: https://www.cmoalliance.com/cmo-cfo-collaboration/ Last updated: 2025-06-13T08:35:21.000Z According to the [*CMO Insights 2025* report](https://www.cmoalliance.com/cmo-insights-report-2025/), collaboration between marketing and finance has seen a decline, with only **35%** of marketing leaders working regularly with finance, down from **42%** the previous year. This trend is concerning, as financial alignment is critical for marketing leaders to secure [budget](https://www.cmoalliance.com/where-are-marketing-budgets-being-spent/) approvals, measure return on investment (ROI), and optimize spending efficiency. Chief Marketing Officers (CMOs) and [Chief Finance Officers (CFOs)](https://www.financealliance.io/journey-to-cfo-ebook/) traditionally have different priorities – while marketers focus on [brand awareness](https://www.cmoalliance.com/how-to-make-the-case-for-brand-awareness/), [customer acquisition](https://www.cmoalliance.com/the-final-traffic-acquisition-battle-video/), and engagement, finance leaders prioritize profitability, cost control, and revenue growth. However, when these perspectives merge, companies can develop data-driven marketing strategies that not only enhance customer engagement but also contribute to long-term financial stability. The intersection between these two departments lies in aligning marketing investments with financial performance. While marketing drives [demand generation](https://www.cmoalliance.com/10-strategies-to-drive-demand-generation-despite-budget-cuts/) and [brand positioning](https://www.cmoalliance.com/more-than-just-talking-messaging-and-positioning/), finance ensures that these efforts are cost-effective and yield measurable returns. ## The impact of effective cross-departmental collaboration Despite challenges, [interdepartmental collaboration](https://www.cmoalliance.com/cmos-guide-to-organizational-alignment-and-collaboration/) is improving overall. The report indicates that **37% of CMOs** now find cross-departmental collaboration “very effective,” up from **29%** in the previous year. Additionally, **33%** describe it as “effective.” This progress suggests that businesses recognize the importance of integrating marketing with other functions, including finance. However, one of the most striking findings is that: ****100% of CMOs agree that poor collaboration between departments hinders their ability to achieve revenue and growth goals.** Given that finance plays an instrumental role in budget allocations and performance evaluations, a disconnect between CMOs and CFOs can lead to inefficient spending, missed opportunities, and misaligned priorities. Beyond financial efficiency, effective collaboration between the CMO and CFO ensures that marketing strategies align with broader business objectives. When both leaders work closely together, they can: ### Enhance budgeting accuracy With CFOs providing financial insights and CMOs offering data on [market trends ](https://www.cmoalliance.com/2023-marketing-trends-predictions/)and customer behavior, companies can allocate budgets more effectively and prioritize high-ROI activities. ### Improve agility in decision-making A strong partnership enables swift adjustments to marketing investments in response to economic shifts, competitive actions, or emerging opportunities. ### Ensure transparency and accountability Aligning financial and marketing goals ensures that spending decisions are justified with clear performance metrics, reducing the risk of budget cuts or misallocations. ### Drive sustainable growth By working together, CMOs and CFOs can develop strategies that balance short-term profitability with long-term brand equity, ensuring consistent revenue growth over time. ### Optimize customer acquisition and retention costs A data-driven approach combining marketing analytics with financial oversight helps businesses refine customer acquisition strategies while improving lifetime value. ✈️ [****Join top CMOs in Silicon Valley on April 29**](https://events.cmoalliance.com/location/siliconvalley) **to learn proven strategies for building trust and alignment with your CFO. You'll leave with practical tools to secure the resources your marketing initiatives deserve.** ## The CMO-CFO dynamic in different business models The nature of the partnership between CMOs and CFOs varies depending on the company's business model. Factors such as sales cycles, budgeting strategies, and industry-specific challenges influence how these two roles interact to drive growth and profitability. ### B2B vs. B2C: Differing financial and marketing priorities In Business-to-Business (B2B) and Business-to-Consumer (B2C) models, the dynamic between CMOs and CFOs takes distinct forms: **B2B companies** These organizations often have longer [sales cycles](https://www.cmoalliance.com/cmo-convo-leveraging-communities-in-the-b2b-sales-cycle-dana-salman/) and rely heavily on [account-based marketing (ABM)](https://www.cmoalliance.com/the-human-side-of-abm/). The CFO must work closely with the CMO to ensure that marketing investments align with the extended sales process and lead nurturing strategies. Measuring ROI can be more complex, as deals may take months or even years to close. **B2C companies** Consumer-focused businesses prioritize customer acquisition, brand awareness, and conversion optimization. Marketing strategies often involve high-volume advertising, digital campaigns, and customer retention efforts. The CFO needs to allocate budgets effectively to ensure that spending on customer acquisition yields sustainable profitability and long-term brand loyalty. ### Startups vs. enterprises: Balancing agility and scale Company size and stage of growth also significantly impact how CMOs and CFOs collaborate. **Startups** In early-stage companies, agility is key. Startups require flexible budgeting to accommodate rapid pivots, experimentation with marketing channels, and fluctuating revenue streams. CFOs must work with CMOs to ensure that investments in marketing generate immediate impact without jeopardizing financial stability. **Enterprises** Established corporations focus on scalability and sustained profitability. Large enterprises require structured financial planning, with marketing investments optimized for long-term brand equity and market penetration. CMOs and CFOs in these settings work together to allocate substantial budgets strategically, balancing short-term performance with long-term brand-building. ### Industry-specific challenges: Tailoring the CMO-CFO collaboration Different industries have unique dependencies between marketing and finance, requiring tailored collaboration models. Here are a few examples: **Retail:** Profit margins and sales performance are directly linked to marketing efficiency. CFOs must ensure that marketing spend aligns with seasonal demand fluctuations, inventory levels, and consumer behavior trends. **SaaS (Software as a Service):** Subscription-based businesses require a deep focus on customer lifetime value (LTV) and customer acquisition cost (CAC). CMOs and CFOs must collaborate to balance aggressive growth strategies with sustainable financial planning. **Healthcare:** Regulatory constraints and ethical considerations impact marketing strategies in the healthcare industry. CFOs and CMOs must navigate compliance challenges while ensuring effective patient engagement and [brand trust](https://www.cmoalliance.com/building-brand-trust-in-a-new-era-of-data-privacy/). ## The role of data in strengthening CMO-CFO collaboration Data serves as the critical bridge connecting marketing and finance departments, enabling both teams to make informed decisions that align with broader business objectives through shared analytics platforms. The foundation of this connection lies in unified metrics and dashboards, which provide both CMOs and CFOs access to the same performance data, fostering transparency and accountability across departments. Modern predictive analytics, powered by [artificial intelligence](https://www.aiacceleratorinstitute.com/your-guide-to-artificial-intelligence/), further strengthens this relationship by generating insights that help forecast marketing ROI and enable CFOs to make data-driven budget allocation decisions. This analytical approach extends to customer lifetime value tracking, which provides a comprehensive view of long-term profitability across different customer segments. When understanding these patterns, organizations can better justify marketing expenditures and demonstrate their impact on sustainable business growth. ## Navigating cross-departmental challenges When surveyed about interdepartmental collaboration challenges, **16% of CMOs** identified finance as a significant pain point. While this percentage falls below both sales (**43%**) and product (**30%**), it underscores an important area for improvement in organizational dynamics. The fundamental challenge stems from the distinct languages and metrics used by marketing and finance teams. CMOs typically focus on customer engagement metrics like [lead generation](https://www.revenuemarketingalliance.com/effective-data-driven-lead-generation-strategies/) and conversion rates, while CFOs prioritize financial indicators such as profit margins and cash flow. This disconnect can create friction in decision-making and resource allocation. To connect this gap and foster stronger collaboration between marketing and finance departments, organizations can implement a few key strategies: ### Cross-functional training Develop programs that educate marketing teams on financial principles while teaching finance teams about marketing KPIs, creating a foundation of shared understanding. ### Regular joint strategy sessions Schedule consistent meetings between departments to align expectations, share insights, and address challenges proactively rather than reactively. ### Integrated technology solutions Deploy shared digital platforms that facilitate real-time communication, streamline reporting, and create a single source of truth for both departments. Implementing these approaches can help work toward a unified framework that balances financial efficiency with customer impact, ultimately leading to more effective [cross-departmental collaboration](https://www.cmoalliance.com/using-ai-to-foster-collaboration-with-julia-goebel-cmo-at-komodo-health/). ## Final thoughts Gone are the days when marketing and finance could operate in separate corners of the building. The reality? CMOs and CFOs are discovering they're better together than apart. Sure, there are still some growing pains – like when marketing wants to bet big on a bold campaign while finance reaches for the calculator. But here's the thing: companies are finally getting it right. When marketing dreams and financial smarts come together, magic happens. The numbers tell better stories and the stories drive better numbers. And in today's rollercoaster economy, businesses that get these two powerhouses working in sync aren't just surviving – they're actually thriving. It turns out the secret sauce isn't choosing between bold ideas and smart spending – it's having both. ### Building credibility through affiliate marketing with Emmet Gibney [Video] URL: https://www.cmoalliance.com/building-credibility-through-affiliate-marketing-with-emmet-gibney-video/ Last updated: 2025-02-13T17:23:18.000Z --- ### Navigating brand loyalty in the era of social media and short attention spans URL: https://www.cmoalliance.com/brand-loyalty-in-the-era-of-social-media-and-short-attention-spans/ Last updated: 2025-08-26T13:18:13.000Z [Brand loyalty](https://www.cmoalliance.com/driving-brand-loyalty-and-customer-satisfaction/) isn’t what it used to be. Gone are the days when consumers stuck with a brand for decades, passing down preferences like family heirlooms. Today, with social media dictating trends at lightning speed and attention spans shrinking, brands must work harder than ever to maintain loyalty while capturing fleeting consumer interest. The battle for consumer attention is no longer just about product quality—it’s about brand experience, [engagement](https://www.cmoalliance.com/event-driven-marketing-turning-attendee-engagement-into-revenue/), and alignment with personal values. ## **The loyalty dilemma in the digital age** In an era where consumers are bombarded with endless choices, maintaining brand loyalty feels like holding onto sand—it slips through your fingers if you’re not intentional. A single viral [TikTok](https://www.tiktok.com/@revenue.marketing) can propel a new brand into the spotlight overnight, while a misstep can send a legacy brand tumbling. The question is: how do brands cultivate loyalty in an age of infinite distractions? Traditional loyalty programs are no longer enough. Consumers today expect more than just discounts and reward points. They seek [emotional connection](https://www.cmoalliance.com/how-to-build-emotional-connections-through-b2b-brand-storytelling/), shared values, and brands that truly listen. The modern loyalty equation involves [personalization](https://www.cmoalliance.com/the-importance-of-personalization-in-digital-marketing/), storytelling, and community building. For example, Patagonia’s environmental activism resonates with consumers who prioritize [sustainability](https://www.cmoalliance.com/customer-acquisition-in-the-marketing-mix-strategies-for-sustainable-growth/), making them not just customers but advocates for the brand’s mission. [Which comes first: The brand or the product?Are you curious about the relationship between brands and products? If you answered yes, you’re in the right place!![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--130.png)Revenue Marketing AllianceSyed Balkhi![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/brand-or-product-first.png)](https://www.cmoalliance.com/which-comes-first-the-brand-or-the-product/) ## **Engagement, not just exposure** Loyalty today isn’t about familiarity—it’s about engagement. Social media has turned marketing into a two-way conversation, where customers expect brands to listen, respond, and even co-create. Take Wendy’s, for example. Their [Twitter](https://x.com/RevMrktAlliance) strategy is legendary, using humor and direct engagement to build a cult-like following. They don’t just sell burgers; they sell an experience, a personality, a relationship. Compare this to the more traditional, hierarchical approach seen in Eastern markets like China, where loyalty is often built through deep brand ecosystems. Companies like Alibaba and Tencent don’t just offer products—they integrate entire lifestyles through e-commerce, payment systems, entertainment, and social platforms. WeChat, for example, is not just a messaging app; it’s a complete [digital ecosystem](https://www.cmoalliance.com/how-ecosystems-can-make-or-break-your-business/) where users can shop, pay bills, and interact with brands seamlessly. The lesson? The future of brand loyalty lies in holistic consumer experiences, not just single transactions. ## **Authenticity over perfection** Consumers today crave [authenticity](https://www.cmoalliance.com/8-ways-to-authentically-bring-your-companys-values-to-life/). Overly polished, corporate-sounding messages feel disconnected in a world where people prefer behind-the-scenes glimpses and unfiltered storytelling. This shift has forced brands to rethink their messaging. Consider Nike’s ‘You Can’t Stop Us’ campaign. It wasn’t just an ad; it was a statement, reflecting real stories of resilience and unity. Brands that succeed in maintaining loyalty are those that reflect their audience’s values, struggles, and aspirations. This shift toward authenticity is also evident in China’s influencer-driven economy, where Key Opinion Leaders (KOLs) play a huge role in shaping consumer trust. Unlike Western [influencer marketing](https://www.cmoalliance.com/why-is-influencer-marketing-important/), where celebrities dominate, China’s model thrives on everyday individuals who build credibility through consistent engagement and expertise. The result? A sense of relatability and trust that keeps consumers loyal. Brands in the West can take a page from this book by focusing on micro-influencers and community-driven content rather than high-profile endorsements alone. ## **The subscription economy’s lesson in retention** Look at the success of subscription-based brands like Netflix, Spotify, and Amazon Prime. They’ve mastered retention by continuously adapting to consumer needs, personalizing experiences, and offering seamless value. Loyalty today isn’t just about repeat purchases; it’s about habitual usage and emotional connection. Amazon Prime isn’t just a shipping service—it’s convenience redefined. Spotify doesn’t just stream music—it curates your soundtrack. Similarly, in China, platforms like JD Plus offer premium memberships with exclusive discounts, faster shipping, and high-touch customer service. The strategy is clear: create so much value that switching becomes inconvenient. The future of brand loyalty isn’t just about persuasion—it’s about integration into daily life. ## **The future: Community-led branding** The future of brand loyalty will be shaped by community-driven marketing. Consumers don’t just want to follow brands; they want to be part of them. Whether through [user-generated content](https://www.cmoalliance.com/how-content-drives-your-growth-marketing-strategy/), brand-led social movements, or personalized interactions, brands must build ecosystems where customers feel invested. Glossier, for instance, built its empire by treating customers as co-creators, using their feedback to shape products. The result? A brand that feels personal and irreplaceable. On the other side of the world, Chinese brands like Xiaomi have mastered this approach by fostering highly engaged communities that contribute to product development. Xiaomi’s ‘Mi Fans’ are not just consumers; they are brand evangelists who participate in beta testing, provide feedback, and even co-create innovations. This level of involvement fosters unparalleled brand stickiness. [Community | Revenue Marketing AllianceWhat’s the best resource for Revenue marketers? Other Revenue marketers of course! You can find a network of them right here, by joining our community.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--132.png)Revenue Marketing AllianceRevenue Marketing Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Meta_Image_Template-1-7.png)](https://www.cmoalliance.com/join-the-community/) ## **Conclusion** As we move forward, brands must accept that loyalty is no longer a given—it’s earned daily. It’s about relevance, adaptability, and authenticity. Consumers have options, and they won’t hesitate to switch if a brand no longer resonates. The key to longevity? Stay human, stay engaged, and above all, stay real. The divide between East and West in brand loyalty offers valuable lessons. While Western brands focus on storytelling, [emotional](https://www.cmoalliance.com/emotional-marketing-does-it-really-work/) resonance, and direct consumer engagement, Eastern brands are excelling in ecosystem-based loyalty, deep integrations, and hyper-personalization. The most successful brands of the future will merge both worlds—building communities while embedding themselves seamlessly into daily life. The ultimate takeaway? In a world of fleeting attention spans, only brands that evolve with their consumers will stand the test of time. --- ## **About the author** Dr. Islam Gouda is a young professional with a passion for marketing. Dr. Gouda has an honorary doctorate from the University of California in Strategic Marketing. He also has a master's degree from Florida State University and an American University of Sharjah graduate in Marketing and Management. Dr. Gouda has marketing-focused business experience with a strong analytical ability to use available market data for strategic marketing, business development, and product development purposes along with the identification of new business opportunities and measurement of ROI. Dr. Gouda's specialties include leadership and communications skills with the ability to adapt to a wide variety of cultures and to manage and work as part of cross-functional teams. --- *With new tech, fierce competition, and evolving consumer expectations, you have to stay ahead of the curve.* *We're putting together a report to make sense of the chaos and help you navigate uncertainty.* *But we need your input first. Help us deliver real insights and tips by* [***taking our survey***](https://www.cmoalliance.com/future-of-marketing-survey/) *and making your voice heard.* [Future of Marketing Survey 2025Take the Future of Marketing survey and help us create a report packed with insights on the biggest trends, challenges, and opportunities shaping the industry.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--129.png)Revenue Marketing AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Future_of_Marketing_Survey_2025_Meta_-1.png)](https://www.cmoalliance.com/future-of-marketing-survey/) ### The CMO revolution: From cost center to revenue powerhouse URL: https://www.cmoalliance.com/from-cost-center-to-revenue-powerhouse/ Last updated: 2025-09-09T06:59:46.000Z The role of the [chief marketing officer (CMO)](https://www.cmoalliance.com/startup-cmos-what-do-they-have-in-common/) has undergone a significant transformation over the past decade—and it’s continuing to evolve right before our eyes. At the start of this year, we witnessed a significant shift at Kimberly-Clark, which [dissolved its centralized CMO role and recently appointed a chief creative and design officer](https://adage.com/article/marketing-news-strategy/kimberly-clark-hires-bbdo-exec-luiz-sanches/2599656). This move—intended to serve as a way to “redefine the relevance of creative leadership”—underscores the evolving interpretations and applications of executive marketing roles at Fortune 500 companies. It’s about more than a change in titles, though. It’s about roles and expectations. Today’s CMOs, and the larger marketing teams they guide, aren’t just [storytellers](https://www.cmoalliance.com/story-masters-2-the-structure-of-great-brand-stories/) and party throwers. They’re meaningful business contributors whose positions have been elevated by virtue of their access to customer insights, cutting-edge technologies, and unique market vantage points. The average tenure of CMOs [has lengthened to 4.2 years](https://www.spencerstuart.com/research-and-insight/cmo-tenure-study-2024-an-expanded-view-of-cmo-tenure-and-background)—more than [double what it was just 20 years ago](https://www.spencerstuart.com/who-we-are/media-center/chief-marketing-officer-tenure-climbs-to-48-months) and significantly closer to the overall C-suite average than it once was. That growing stability is testament to CMOs’ ability to create value for their organizations. However, not all companies have realigned their C-suite duties and expectations around the new reality of this role. It’s time to reposition CMOs—and marketing executives and their teams in general—within the broader business. Here’s why. ## **The crux of customer experience** Across verticals, the competitive landscape has never been as crowded as it is today. Products and services must solve real customer problems and pain points, and companies have to be able to demonstrate and articulate their differentiated value in a way that will resonate with people. As a result, customer feedback and [customer experience](https://www.cmoalliance.com/the-significance-of-customer-experience-in-modern-marketing-a-guide-for-cmos/) have become more central to business success than ever, and this is driving the need for radical business transformation. For this reason, CMOs need to be in a position to guide the way in which companies translate customer demands into new business models. Consider, for example, Adobe’s move from a traditional software licensing model to a subscription-based model—a move that required the company to stay closely connected to the needs and experiences of its customers. [With then-CMO Ann Lewnes helping to guide the transition](https://cmosurvey.org/about/cmo-insights/ann-lewnes-chief-marketing-officer-adobe/), the pivot proved highly successful, with Adobe’s annual revenue growing from $4.2 billion in 2012 to more than $20 billion by 2022. A recent Deloitte study found that [73 percent of CMOs are now responsible for customer experience, up from 57 percent in 2019](https://cmosurvey.org/). That’s significant, particularly given how important a strong customer experience is to ensuring sustainable revenue growth. According to McKinsey, 80 percent of value creation at the most successful growth companies comes from unlocking new revenues from existing customers. This concept, termed “experience-led growth,” is embodied in [the story of a telco that listened to customer complaints and reinvented its service](https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/experience-led-growth-a-new-way-to-create-value) to eliminate contracts, improve its network, and extend new customer offerings to existing customers. As a result, customer churn dropped 75 percent and revenue doubled over the course of three years. [5 reasons why businesses should not ignore customer feedbackProduct managers are often extremely invested in their creations, making them resistant to feedback. Their defensiveness is easy to understand since the finished product is a result of their blood, sweat, and tears.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--69.png)CMO AllianceNidhi Prakash![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Doodles--15-.png)](https://www.cmoalliance.com/5-reasons-why-businesses-should-not-ignore-customer-feedback/) ## **Tech adoption that drives growth** Just as CMOs have their fingers on the pulse of customer experience, they’ve also emerged as specialists in another area that’s vital to business stability and growth: technology. These days, about [a quarter of marketing budgets are allocated to marketing technology](https://www.gartner.com/en/newsroom/press-releases/2024-05-13-gartner-cmo-survey-reveals-marketing-budgets-have-dropped-to-seven-point-seven-percent-of-overall-company-revenue-in-2024). The implications of those technology investments increasingly extend beyond the martech stack itself. For decades, CMOs have driven the adoption of technology and data-driven insights for the purposes of personalizing customer experiences and enhancing creative outputs. At the same time, they’re tasked with ensuring such investments are paying off. For example, under CMO Marc Pritchard's leadership, [P&G cut its digital ad spending by $200 million in 2017 while increasing reach by 10 percent](https://www.reuters.com/article/business/pg-says-cut-digital-ad-spend-by-200-million-in-2017-idUSKCN1GD653/), a bold move that demonstrated the impact of strong data-driven marketing strategies. More recently, generative AI has arisen as a strong example of why CMOs are particularly well-positioned to lead tech adoption and data-driven initiatives across the broader business. According to EY research, [98 percent of CEOs are investing in their company’s gen AI capability](https://www.ey.com/en%5Fno/insights/consulting/cmos-win-the-generative-ai-balancing-act), but 66 percent remain uncertain of the optimal adoption path for their organization. Meanwhile, [4 out of 5 CMOs say that gen AI is already improving automation, speed, and productivity for their teams](https://www.bcg.com/press/12june2024-cmos-cite-genai-adoption-top-five-priority-over-next-year). Notably, 78 percent say “optimism”—not uncertainty—best describes their feelings about the technology. [AI for Marketing Leaders eBookThe impact of artificial intelligence on the marketing industry is multifaceted and profound – and marketers in leadership positions are at the forefront of this transformation. To stay ahead, businesses must integrate AI into their strategies to enhance personalization, predict customer behavior, and scale content creation like never before. Our AI![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--71.png)CMO AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_AI_Marketing_Leaders_eBook__Blog-6.png)](https://www.cmoalliance.com/ai-for-marketing-leaders-ebook/) ## **Aligning CMO duties with broader business goals** One of the reasons the CMO role lends itself to a more deeply embedded position within companies has to do with the nature of marketing itself. Leadership within marketing teams is characterized by a collaborative mindset, fostering innovation and [alignment with broader business strategies](https://www.cmoalliance.com/sales-and-marketing-alignment-boosts-revenue-generation/). Similarly, the CMO's ability to understand and communicate brand differentiators, along with a deep knowledge of customer needs, positions them as vital leaders in the corporate hierarchy. CMOs are masters of the balancing acts that are required across organizational functions. Their ability to balance local executions with centralized expertise ensures that marketing efforts are both locally relevant and globally consistent. Likewise, they’re tasked with complex budget allocation across the marketing funnel, another nuanced process that must be tailored to the company's stage and goals. To ensure the unique position and skillset of CMOs are being leveraged for the greatest possible benefit of the business, CEOs and their executive teams should do the following: ### **Empower the CMO to drive business growth** Because CMOs sit at the intersection of product, sales, customer success, and the actual customer journey and experience, the CMO is poised to spot innovation and opportunities ahead of the curve. Organizations should expand the CMO’s role to influence growth strategy, new [revenue](https://www.cmoalliance.com/navigating-the-data-maze-how-cmos-can-revolutionize-marketing-strategy-with-revenue-intelligence/) streams, and business model innovation. By combining customer insights with strategic vision, CMOs can help drive enterprise-wide transformation, including M&A, [product innovation](https://www.cmoalliance.com/appealing-to-early-adopters-through-experiential-marketing/), and [market expansion](https://www.cmoalliance.com/6-steps-to-a-successful-market-expansion/). ### **Position the CMO as a technologist** CMOs’ expertise in emerging technology (e.g., [generative AI](https://www.cmoalliance.com/the-cmos-guide-to-using-ai-for-marketing/), behavioral data, and martech), paired with their propensity to bring together key cross-functional stakeholders, can drive company-wide tech adoption in ways other roles can’t. CMOs and their teams can help scale AI capabilities across business units and foster a culture of technological agility. [Balancing AI and human creativity in modern marketingExplore how AI has improved marketing tasks and the key considerations for leveraging AI in modern marketing strategies.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--72.png)CMO AlliancePaula Catoira![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Balancing-AI-and-human-creativity-in-modern-marketing-sharing-1-2-1.png)](https://www.cmoalliance.com/balancing-ai-and-human-creativity-in-modern-marketing/) ### **Adopt** **a fail-fast, learn-faster culture** Enterprises must embrace mistakes (but fix them quickly) on the path to innovation and growth. Executive teams should allocate a dedicated budget for high-risk, high-reward experiments in emerging platforms, technologies, and approaches. Treat failures as investments in innovation, and measure success by how quickly lessons are learned and applied to future initiatives. ### **Designate the CMO as the voice of the *future* customer** Because understanding the customer is critical to effective marketing and product development, the CMO can be responsible for anticipating customer behaviors and market trends 5-10 years out. Establish mechanisms (e.g., a customer advocacy program or predictive modeling exercises) to ensure the company stays ahead of customer needs, market shifts, and cultural changes. Once seen as the mere keepers of a significant cost center, CMOs continue to demonstrate their significant ability to drive revenue and growth. By deepening their cross-function access and responsibilities, [leadership teams](https://www.cmoalliance.com/a-blueprint-for-cross-functional-team-leadership/) can unleash the full power of this pivotal executive role. --- ## About the author **Alena Morris** is Associate Vice President of Product Marketing at PubMatic, where she leads a high-performing global team specializing in buy-side, publisher growth, and commerce media solutions. Her team drives innovation across key areas, including supply path optimization (SPO), connected TV (CTV), mobile apps, buyer activation, retail media, and curation—delivering strategic value to partners and customers. Prior to PubMatic, Alena held key leadership roles at Quantcast, where she led initiatives in identity, privacy, and addressability solutions, and at CBS Interactive, where she oversaw product marketing for multiple tech properties. --- *If you haven't already, join our* [*Slack community of CMOs*](https://www.cmoalliance.com/join-the-community/) *to grow your network, share ideas, get answers to any burning questions you may have, and more.* [Community | CMO AllianceReady to connect with CMOs and top-level marketing executives all over the world? Join our community for an exclusive space for CMOs to network, share experiences and insights, and seek advice directly from other CMOs.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--76.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Meta_Image_Template-2-1.png)](https://www.cmoalliance.com/join-the-community/) ### Behind the scenes: Achieving 8x faster campaign launches URL: https://www.cmoalliance.com/achieving-faster-campaign-launches/ Last updated: 2025-03-27T18:45:27.000Z Imagine accelerating your campaign launches by 8x. Sounds impossible? Not at RingCentral. Their marketing team creates hyper-personalized content at scale, launches campaigns at unprecedented speed, and consistently delivers results, all while maintaining elite quality standards. They’ve turned this dream into a reality. And now, they’re ready to share their secrets with you. In this live session, leaders from [**Tofu HQ**](https://www.tofuhq.com/?utm%5Fsource=cmo-alliance&utm%5Fmedium=blogpost&utm%5Fcampaign=webinar-27-march) and [**RingCentral**](https://www.ringcentral.com/?utm%5Fsource=cmo-alliance&utm%5Fmedium=blogpost&utm%5Fcampaign=webinar-27-march) revealed how they've conquered the challenge of unified campaigns without sacrificing brand voice, using AI to achieve unprecedented results and outperform the competition. --- ## **Why watch…** - Learn how AI can help your team ship campaigns 8x faster without cutting corners. - Explore proven methods for repurposing and tailoring content across all your marketing channels, including demand gen, lifecycle marketing, events, and more. - Unlock the secret to combining AI efficiency with human creativity to drive unmatched results. --- ## **What you’ll walk away with…** - **Real-world insights:** Hear directly from RingCentral’s and Tofu’s marketing leaders about their journey to AI-powered success. - **Actionable strategies:** Walk away with practical tips you can implement immediately to transform your marketing operations. - **Empower your team:** Equip your marketers with the tools and knowledge to work smarter, not harder. --- ## **Meet the experts:** ### **Natalie Ryan** **AVP Global Marketing Operations, RingCentral** A seasoned leader with a proven track record of driving innovation, Natalie has transformed RingCentral’s marketing operations into a powerhouse of efficiency and creativity. ### **Elaine Zelby** **Co-founder and CRO, Tofu** A trailblazer in AI and marketing, Elaine has spent her career helping teams scale smarter and faster. At Tofu, she’s on a mission to empower marketers with the tools they need to thrive in the age of AI. --- ## **This webinar is designed for...** - Marketing leaders who want to scale their team’s output without burning out their resources. - Demand gen and lifecycle marketers looking to unlock the full potential of personalized content. - Visionaries ready to embrace AI as a strategic partner in their marketing strategy. ### 5 content marketing trends to keep an eye on in 2025 URL: https://www.cmoalliance.com/5-content-marketing-trends-in-2025/ Last updated: 2025-08-26T13:18:34.000Z > “Traditional marketing talks at people. Content marketing talks with them.” – Doug Kessler, co-founder of Velocity Among other benefits, content marketing helps you generate leads, [drive growth](https://www.cmoalliance.com/how-content-drives-your-growth-marketing-strategy/), build trust with your audience, and gain traction on socials – not to mention how it’s expected to reach [US$107bn revenue worldwide in 2026](https://www.statista.com/statistics/527554/content-marketing-revenue/) – so, staying on top of trends is crucial. Here are some you should consider. 👇 ## **1\. AI in content marketing** ### **Content creation** AI has many different uses in content marketing, including **content creation**. For instance, tools like ChatGPT can assist you in drafting articles and developing [video](https://www.youtube.com/@RevenueMarketingAlliance/videos) scripts, freeing you up to focus on strategy – or more creative tasks. [19 proven ChatGPT prompts for marketersHere are some ChatGPT marketing prompts to enhance your marketing techniques and provide you with accurate responses that align with your goals.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--138.png)Revenue Marketing AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/ChatGPT-prompts-for-marketing-1.jpg)](https://www.cmoalliance.com/chatgpt-prompts-for-marketing/) ### **Personalization** Another way to leverage AI is to deliver [**personalized content**](https://www.cmoalliance.com/the-importance-of-personalization-in-digital-marketing/) to your audience, since AI can help you tailor content to individual preferences. For example, the tool Dynamic Yield matches content to people’s preferences and allows for real-time adjustments that create [personalized experiences](https://www.cmoalliance.com/connecting-data-effectively-to-understand-customers-needs-and-drive-personalization/). ### **Predictive analytics** AI-driven predictive analytics allows you to anticipate future behaviors, meaning you can more easily tweak and improve your content strategies. It analyzes historical data to forecast trends, which also lets you make more informed decisions and allocate resources more effectively. ### **AI in SEO** AI is [changing SEO](https://www.cmoalliance.com/googles-march-core-update-future-of-seo/) practices, including the way we search and optimize content – e.g., AI-powered search engines prioritize context, semantics, and user intent over exact-match keywords, a change that forces marketers to create content that addresses people’s needs instead of just optimizing it for specific terms. Also, AI tools are capable of analyzing vast amounts of data (like user behaviors and engagement patterns) to make recommendations on keywords and readability. Another thing to consider is voice search, which differs a lot from written queries. They tend to be longer, more conversational, and include more questions. AI-driven SEO tools can analyze these patterns too so that you can create content similar to natural speech that answers what people want to know. ## **2\. Video trends** ### **Short-form videos** According to a [HubSpot report](https://blog.hubspot.com/marketing/video-marketing-report), 83% of marketers used short-form video in 2024, with 42% of respondents saying 21-30 seconds is the ideal length. So, it’s fair to say that short-form videos will continue to dominate, with [TikTok](https://www.tiktok.com/@revenue.marketing), [Reels](https://www.instagram.com/revenuemarketingalliance/reels/), and [Shorts](https://www.youtube.com/@RevenueMarketingAlliance/shorts) leading the charge. ### **AI-generated videos** We’ve seen above that AI can be used to create content, and we expect there’ll be many brands using it to create 100% AI-generated videos in 2025. After all, using AI to this effect can help you cut costs, speed up the production process, scale content, and [automate repetitive content](https://www.cmoalliance.com/is-ai-the-secret-to-better-social-media-posts/) (e.g., training or customer support materials). It also has a lower entry barrier for marketers without video production teams or expertise. However, there are many concerns about this topic, such as the ability to create deepfakes, spread misinformation, and infringe on copyrighted properties. An example of an AI-generated video that wasn’t well received is Coca-Cola’s Christmas ad: ### **Shoppable videos** This type of content allows consumers to interact with the products featured within the video. Instagram is a great example of shoppable videos. The platform has integrated shopping features that enable you to tag products in the [videos](https://www.cmoalliance.com/your-guide-to-b2b-video-marketing/). When people tap on those tags, they’re taken to a product description page within the app where they can buy the product. This feature is widely used by many businesses, especially in fashion and beauty, where both [influencers](https://www.cmoalliance.com/why-is-influencer-marketing-important/) and brands showcase products in their posts and stories. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/02/Screenshot-2025-02-07-at-11.32.41-1.png) ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2025/02/Screenshot-2025-02-07-at-11.32.20-1.png) Source: [Instagram](https://business.instagram.com/shopping) Shoppable videos are expected to be a trend in 2025 for many reasons, including: - Increased demand for online shopping - Tech advancements - Integration across several platforms - Better customer experience since the buying process is easier and faster - Change in viewing habits, with consumers looking for more interactive and engaging content ## **3\. Strategic pricing pages** Strategic pricing pages are highly focused on conversion and are structured to help potential customers understand *what* they’re paying for and *why*. These pages integrate marketing, sales, and product messaging to influence buying decisions. For example, instead of just saying: “Basic plan: $X, Pro: $Y”, a strategic pricing page would explain the value behind each tier, such as: “$X/mo, best for scaling teams who need automation to drive efficiency.” They’ll be more of a trend in 2025 as customers (more and more) expect clear, upfront pricing information before buying, so hiding the price can mean losing trust – people might not follow up to request pricing and, instead, choose a competitor. On top of this, pricing pages, when optimized with SEO in mind, can help you rank higher in search and attract high-intent traffic. A good [pricing strategy](https://www.cmoalliance.com/5-strategies-for-growing-your-business-on-a-budget/) can tell a very compelling story and highlight the unique value you offer. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXdGu1thpyM1UBQWkBF_krZK1v_U11ad8GdQ8t0UFILQAUXTtZXGuGxmh9IcoXxSQlLjHXEtnUZ2Z_blrpSrKDGDXTkahSTaMTA4eVNhA0f0gnjhPeIdzWaao9pItodInHAnUbDFwQ?key=OypS98eTgk4MkfSnH1QQitCN) Source: [Slack](https://app.slack.com/plans/T9VESE44R) ## **4\. Open playbooks** While not a new thing, open playbooks are more important than ever in 2025 as the desire for transparency and trust is at an all-time high. They offer a competitive edge, especially if you have an open playbook and your competitors don’t. These are publicly accessible and shared, and outline best practices that can cover a wide range of business operations, such as: - Marketing and growth strategies - Sales processes - Customer support and engagement - Pricing strategies - Internal processes ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXeTqTed3TX2fwZM6cQPEWapRRtpwyAMYB-85_OG8g4qvcQrGMXFsf18ZnLBgTn8aZo5FDqoY2dManNZ4CRaQwK-qnmXqhYX6oOqa4CciAzPEFTdVyDfbKL2I5VN324x1xOZCx6o-w?key=OypS98eTgk4MkfSnH1QQitCN) Source: [GitLab](https://about.gitlab.com/handbook/) Companies choose to have open playbooks because, as mentioned, customers crave transparency. Not only this, but open playbooks can also be collaborative and encourage knowledge-sharing. They also help your company establish itself as a thought leader by openly showing your expertise, and they provide opportunities to request external feedback, which leads to continuous improvement. Open playbooks are particularly useful in sectors like marketing, AI, cybersecurity, and SaaS, where the demand for trust is high. ## **5\. Decentralization of social media** Decentralized social media platforms are an emerging trend to reduce the control that large tech companies have over online comms. Instead of relying on a single company’s servers and policies, decentralizing social media means distributing power among users – and preventing single points of failure. The aim is to have more transparency, avoid censorship, and own our own data. In addition, decentralization means people can earn directly (e.g., crypto) without having to give a cut to the platform. For instance, the concept of the “[fediverse](https://www.theverge.com/24063290/fediverse-explained-activitypub-social-media-open-protocol)” (interconnected but independent platforms) is gaining traction, as it allows users to interact with many services without being limited to a single ecosystem. In essence, it’s an “interconnected social platform ecosystem based on an open protocol called ActivityPub, which allows you to port your content, data, and follower graph between networks.” A specific example of a decentralized app is Bluesky, which is also growing in popularity. It’s an X-like platform that lets users move their accounts between different platforms without losing followers, content, and brand identity. ## **In short** Marketing is changing fast and both individuals and companies are having to keep up. The brands that do so will stand out in 2025. The key takeaways? Be ready to adapt, experiment with ideas and formats, and leverage AI wisely. All in all, it’s about delivering value to your audience. --- *Want to* [*help us shape the future of marketing*](https://www.cmoalliance.com/future-of-marketing-survey/)*? We’re building a report packed with insights on the biggest trends, challenges, and opportunities in the industry, so lend us your expertise by taking our survey.* *In the end, you’ll walk away with a report that highlights real industry perspectives, offers actionable tips, and helps you tackle what’s coming next in marketing.* [![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXdIsgIaJngI63DLYaXbzq4s_iIRjIEpmTIPpIteq4KAg162iDxnt4vcIKMHzlk1Eivin-dBKavHT3l443zxCOxM1SkMcAje6e6-0GXldObxS25Hb6oneFtu5xYIbnxmxaCtMVoUZA?key=OypS98eTgk4MkfSnH1QQitCN)](https://www.cmoalliance.com/future-of-marketing-survey/) ### How to use win/loss analysis to build pipeline and elevate your brand URL: https://www.cmoalliance.com/use-win-loss-analysis-to-build-pipeline-and-elevate-your-brand/ Last updated: 2025-08-26T11:32:23.000Z It won’t surprise you to learn that Serena Williams wins 83% of her matches – after all, she’s one of the greatest athletes of all time What you might not know, however, is that she's an avid reviewer of her game film. She watches her matches back to figure out where she went wrong and where she went right, so she can capitalize on her strengths and continuously improve. As she puts it: > "It's important to know what you did wrong, what you did right, and what you can do better. I learn a lot from it, and it helps me stay ahead." Now, compare that with [Kyler Murray](http://yler-murray-cardinals-contract-independent-study-clause/ibytz8qqkhityzmpqck8odxc), the former quarterback for the Arizona Cardinals, who famously refused to watch game film. His approach was so problematic that his contract included a clause requiring him to watch four hours of game film a week. He said the exact opposite of Serena: > "I think I was blessed with the cognitive skills to just go out there, see it before it happens. I'm not one of those guys that's gonna sit there, kill myself watching film." The results speak for themselves. While Serena Williams has won 23 championships, Kyler Murray has won none. While Williams wins 83% of her matches, Murray wins 43%. There are, of course, many factors at play here, but a willingness to [review your performance](https://www.cmoalliance.com/the-power-of-self-assessment-as-a-cmo/) is undeniably key to staying on top. In marketing, win/loss analysis is your game film. [Companies that take a comprehensive approach](https://www.clozd.com/blog/gartner-report-benefits-of-win-loss-analysis) to it see a **15–30% increase in revenue** and up to a **50% improvement** in their win rate. So, in this article, you'll discover how to leverage [win/loss analysis](https://www.competitiveintelligencealliance.io/8-tips-for-effective-win-loss-analysis/) to build pipeline, elevate your brand, and boost your win rate. We'll explore the evolution of win/loss techniques, shifting from old-school, rep-centric methods to new-school, buyer-centric approaches. You’ll also learn how to automate and democratize your win/loss data, and see real-world examples of how companies like Nitrogen, Commercetools, and Consensus have used these insights to achieve incredible results. Let’s dive in. ## Why we're blind to the truth If you’re like most marketers, the moment a lead enters the sales funnel, it feels like it's out of your hands. We often have to guess at what's happening and why deals are won or lost. We rely on the data in our CRM, but as I’ve learned throughout my career, this information can be incredibly unreliable. Want to guess how often, on average, [the wrong competitor is tagged in a CRM](https://www.clozd.com/blog/clozd-crayon-integration)? **65% of the time**. And the closed-loss reason? [That's wrong](https://www.clozd.com/blog/5-lies-your-crm-is-telling-you-about-your-buyers) about **85% of the time**. [![A donut chart illustrating that 85% of CRM closed-loss reasons are wrong.](https://lh7-rt.googleusercontent.com/docsz/AD_4nXeCNLMfQYezQ82Xxyk4bzw9TmnAriF5QuyCGgb2BCjuvvmS9DH8pYRMMyHyRTTff7BaqfTkLhBK06PfBkAylSKGsrimHaEtTmrtbFJXB544DpFcYPnn_ZVzuBRWagMK5CU3Uj3mpw?key=1DbdfItIR0gfl-gU8M-DzQ)](https://www.cmoalliance.com/use-win-loss-analysis-to-build-pipeline-and-elevate-your-brand) **Image courtesy of Clozd* I’ve experienced this myself. In a former role, I led an enterprise [field marketing](https://www.revenuemarketingalliance.com/measuring-the-roi-of-field-marketing/) team, and we couldn't figure out why we were generating so much pipeline but still missing our revenue numbers. We would look at our CRM and speculate, and the data always pointed to pricing and packaging as the reason for losing deals. When we finally got our hands on some solid [win/loss](https://www.productmarketingalliance.com/everyones-a-winner-improving-your-win-rates-with-stellar-win-loss-programs/) data, the real reasons were sales experience and product interface. Our competitors were showing up better in the sales process, and our prospects liked their product interface more than ours. I was completely blindsided by this intel. Until we had the [buyer's voice](https://www.productmarketingalliance.com/how-to-acquire-buyer-expertise-for-a-new-product/), it was tough to prove the real reasons why we were losing deals. I had to rely solely on what my sales team was telling me. ## The evolution of win/loss techniques [Win/loss analysis](https://www.productmarketingalliance.com/driving-cross-functional-improvement-with-win-loss-analysis/) has changed dramatically as marketing technology has evolved. We've moved beyond outdated methods to more streamlined and effective approaches. Let’s take a look. [![A split image showing a black-and-white photo of an early automobile on the left and a modern white Tesla on the right.](https://lh7-rt.googleusercontent.com/docsz/AD_4nXddg4O7RB3hefC3IuO0YsQvEnRcHuv7gEcAPWOL2ZYSb0qS9TZRYPduqDukY1rWg5O2y6LiomXMcEwef6KgoekTCVfZCxdbb1bpwSQi64A9eusP9-D8ShpmBejglt_2DPhCX6iD?key=1DbdfItIR0gfl-gU8M-DzQ)](https://www.cmoalliance.com/use-win-loss-analysis-to-build-pipeline-and-elevate-your-brand) **Image courtesy of Clozd* _This post is for paying subscribers only._ ### CMOs to Watch in 2025 URL: https://www.cmoalliance.com/cmos-to-watch-in-2025/ Last updated: 2025-06-13T08:37:30.000Z At CMO Alliance, we've gathered the names recommended by our community as the marketing leaders you **must know in 2025**. These are the trailblazers, the innovators, and the strategists **shaping the future of marketing**. Hailing from diverse organizations and backgrounds, these CMOs are not just driving results for their teams – they’re **setting the standard** for what it means to lead in marketing today. Their vision and leadership not only inspire their teams; they also influence the broader marketing community. As you explore our list of **CMOs to Watch in 2025**, you’ll discover what it takes to stand out in a field that demands creativity, agility, and bold decision-making. ## The CMOs to Watch in 2025 --- ## A–D ![Somil Agrawal](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/somil%20agrawal.jpeg) ##### #### Somil Agrawal ###### Senior Vice President, Head of Marketing at Shiprocket Somil Agrawal is a seasoned marketing leader with over 16 years of experience driving growth across global B2C and B2B organizations. Known for a 360-degree approach to problem-solving, he has excelled in managing P&L, product marketing, digital, brand, and partnerships across industries like telecom, e-commerce, SaaS, and health tech. His contributions include leading multi-billion dollar businesses and pioneering industry-first collaborations with giants like Google and Facebook. Passionate about customer-first solutions, Somil is focused on delivering measurable business results. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/somilagrawal/) ![Sandra Palumbo Aldi](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/sandra%20palumbo%20aldi.jpeg) ##### #### Sandra Palumbo Aldi ###### Chief Marketing Officer at Neota As an accomplished B2B marketing leader with over 18 years of experience, Sandra’s professional journey has been rooted in driving growth. Having worked in dynamic sectors such as SaaS, market research, technology, cloud services, managed services, financial services, and legal technology, her breadth of knowledge has been fundamental to her accomplishments. This varied industry expertise has cultivated a well-rounded perspective, enabling her to deliver tailored marketing solutions that resonate with diverse market needs. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/sandrapalumbo/) ![Aijaz Ansari](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/aijaz%20ansari.jpeg) ##### #### Aijaz Ansari ###### Vice President of Marketing at Hoonartek Aijaz is an astute global marketer. For companies aiming to expand market share and build lasting brand value, Aijaz builds, scales, and optimizes high-performance marketing organizations. With two decades of proven results-driven experience, he fosters a culture focused on revenue-generating partnerships and steadily enhancing company valuation. He has helped companies raise capital, grow significantly, and facilitate acquisitions. Specializing in technology marketing, Aijaz brings a greater understanding of the tech landscape and has experience with diverse commercial models. He has led teams of all sizes to goals aligned with the company’s vision. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/askaijaz/) ![Adam Azor](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/adam%20azor.jpeg) ##### #### Adam Azor ###### Executive Vice President of Global Marketing at Sportradar Adam is the EVP of Global Marketing for Sportradar, the world’s leading sports technology company (NASDAQ: SRAD) responsible for the global marketing team. Before joining Sportradar in 2018, he held senior marketing and leadership roles for leading agencies such as CSM, BMB, and Jack Morton. Adam has led campaigns and marketing strategies for several global brands including Microsoft, Molson Coors, LinkedIn, Qualcomm, Sony, Nintendo, and Coca-Cola. He’s had a diverse marketing career, having worked in various disciplines from advertising and digital to events and product marketing, across both B2C and B2B businesses. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/adamazor/) ![Annika Bjorkholm](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/Annika%20Bjo%CC%88rkholm.jpeg) ##### #### Annika Björkholm ###### Vice President of Marketing at L2L Annika is a dynamic and accomplished marketing executive and currently serves as Vice President of Marketing at L2L in Minneapolis, where she leads global marketing strategy and drives organizational growth. Her exceptional leadership and innovative marketing approach have earned her great recognition, including being named to The Learning Guild's 30 Under 30 in Learning (2022) and receiving the Marketing Leader of the Year 2021 award in the Netherlands (SaaS Awards). [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/annikabjorkholm/) ![Marco Carrucciu](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/Marco%20Carrucciu.jpeg) ##### #### Marco Carrucciu ###### Vice President of Marketing at TradeStation Marco Carrucciu is a visionary marketing executive with over two decades of experience in digital transformation and customer experience innovation. He pioneered the first worldwide customer experience omnichannel project at Ferrari in 2002, setting the stage for a career marked by groundbreaking achievements. As VP of Marketing at TradeStation Group, Marco leverages AI and data science to optimize customer acquisition and personalization. His expertise spans blockchain, AI, machine learning, and extended reality, which he applies to create cutting-edge omnichannel experiences. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/marco-carrucciu/) ![Paula Catoira](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/Paula%20Catoira.jpeg) ##### #### Paula Catoira ###### CMO at Rival Technologies and Reach3 Insights Paula Catoira is the Chief Marketing Officer at Rival Group, the parent company of Rival Technologies and Reach3 Insights. She has over 20 years of experience in marketing and over a decade in the B2B SaaS industry. Before joining Rival Group, Paula worked as Chief of Staff for the CEO at Allocadia, leading strategic projects across the organization, advancing the company’s growth, and laying the foundation for a successful acquisition. As CMO at Rival, Paula is responsible for driving go-to-market strategy and execution, leading the marketing, sales development, and revenue operations. Paula holds a bachelor’s degree in mechanical engineering and industrial and an MBA from IBMEC in Brazil. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/paulaccatoira/) ![Sajag Chikarsal](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/sajag%20chikarsal.jpeg) ##### #### Sajag Chikarsal ###### Vice President/Head of Marketing at Celona As an accomplished and visionary strategic marketing leader with over 17 years of experience in the B2B SaaS industry, Sajag has dedicated his career to driving customer-centric revenue growth and operational excellence. He takes pride in forging robust partnerships, guiding revenue growth strategies, cultivating meaningful relationships, and delivering impactful results, all while captivating C-level executives, investors, and VCs. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/sajagchikarsal/) ![Mehak Chowdhary](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/Mehak%20Chowdhary.jpeg) ##### #### Mehak Chowdhary ###### Vice President of GTM Strategy and Operations Delivering growth, crafting communication, and pioneering marketing strategies for ambitious scale-ups and start-ups, Mehak brings 14 years of experience in net impact sectors. She champions health equity, leads the charge in decarbonization and emission mitigation, and ignites change with EDI initiatives that truly matter. She currently serves as Fractional Head of Growth at Skytree in Amsterdam, where she has been driving strategic growth initiatives. Additionally, she holds the position of fractional Chief Marketing Officer at Candle Shack Limited. Her dual roles showcase her ability to provide strategic marketing leadership across different markets and industries. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/mehakchowdhary/) ![Tim DaRosa](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/Tim%20DaRosa%20(1).jpg) ##### #### Tim DaRosa ###### Chief Marketing Officer at Workera Tim leads efforts to transform workforce development through generative AI. Previously, as CMO at Airkit.ai, he pioneered the “AI Agent in Enterprise” category, contributing to its acquisition by Salesforce. Tim’s career spans leadership roles at IGN Entertainment (acquired by Electronic Arts), OUYA (acquired by Razer), and HackerOne, highlighting his strategic vision and team leadership. A Northwestern University graduate, he also serves on the Board of Directors for The Priority Center, a program that gives people tools to end the generational cycle of trauma, demonstrating his dedication to innovation, growth, and social impact. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/timdarosa/) ![Amanda Dyson](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/Amanda%20Dyson.jpeg) ##### #### Amanda Dyson ###### Vice President, Head of Marketing at FourKites With 20 years of experience in B2B software and SaaS marketing, Amanda specializes in go-to-market strategy, lead generation, account-based marketing, and integrated digital marketing. She has a proven track record in driving KPIs and OKRs, with expertise in corporate branding, storytelling, and consultative marketing. Amanda has led global teams in sales and marketing roles across alliances, demand generation, solutions marketing, and events for leading Supply Chain Management (SCM) and Enterprise Resource Planning (ERP) software companies. A California native, Amanda lives in Charlotte, NC with her family. She holds an MBA from Arizona State University. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/amandadyson/) ## F–H ![Francesco Federico](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/Francesco%20Federico.jpeg) ##### #### Francesco Federico ###### Chief Marketing Officer at S&P Global As a dynamic and results-driven intrapreneur, Francesco blends product, marketing, and technology expertise to spearhead transformative business solutions. With over 15 years of experience leading product innovation, digital transformation, and commercialization across global markets, he's driven growth and elevated customer experience for Fortune 200 brands in highly complex environments. His career is marked by building and guiding high-performing, diverse teams across Europe, Asia, and the US to achieve ambitious business outcomes. In his current role, he leads an integrated marketing function, overseeing Events, Product, Content, Digital, MarTech, and regional go-to-market execution across the bowtie. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/federicofrancesco/) ![Virginia Ford-Young](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/Virginia%20Ford-Young.jpeg) ##### #### Virginia Ford-Young ###### Global Head of Marketing at S&P Global Ratings Virginia is a highly motivated business leader and marketer with excellent project management and communication skills and a proven ability to deliver results. She’s proficient in translating corporate strategies into marketing strategies, with experience delivering multi-lateral, integrated campaigns in the B2B sector. She also has extensive experience building high-performing teams and managing/coordinating internal and external stakeholders across multiple geographies, businesses, and cultures. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/virginia-ford-young-a7104614/) ![Morten Friis-Olsen](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/Morten%20Friis-Olsen.jpeg) ##### #### Morten Friis-Olsen ###### Chief Marketing Officer at Semler Gruppen A/S Morten Friis-Olsen, CMO at Semler Mobility, is a leading figure in data-driven marketing. With expertise in digital technologies and customer-focused sales, he uses data to optimize campaigns and revolutionize the customer journey. His innovative strategies and commitment to transparency set a new standard for customer-centricity in the automotive sector. Friis-Olsen blends data expertise with ethical marketing, ensuring a cohesive and customer-centric approach across Semler's diverse portfolio of Volkswagen Group brands. His background in promoting Copenhagen as a world-class destination further strengthens his understanding of consumer behavior and effective marketing strategies. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/mortenfriisolsen/) ![Adrian Fulle](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/Adrian%20Fulle.jpeg) ##### #### Adrian Fulle ###### President and CEO at Good Salt Life As a leader driven by curiosity and collaboration, Adrian’s experience spans multiple sectors. His background in building high-performing teams and crafting innovative strategies has allowed him to deliver successful ROI in the entertainment, SaaS, food supply chain, consumer goods, and animal health sectors. He approaches leadership by treating everyone like a client and fostering a culture of creativity and curiosity. Whether it's creating impactful brand stories or driving strategic growth, he pushes boundaries while staying grounded in the mission of improving lives and outcomes. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/adrian-fulle/) ![Antoinette R. Gant ](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/Antoinette%20Gant.jpeg) ##### #### Antoinette R. Gant ###### Chief Marketing Officer at the US Army Brig. Gen. Antoinette R. Gant assumed duties as the Chief of the Army Enterprise Marketing Office (AEMO), Chicago, Illinois, in September 2023\. In this role, she leads the corporate marketing office for the United States Army and is responsible for developing, executing, and analyzing national-level marketing campaigns in support of the Army’s recruiting mission. This includes marketing strategy and branding to increase talent acquisition and retention. She leads the team taking Army marketing from the industrial age into the information age by modernizing the prospect’s journey and delivering the soldiers and leaders of tomorrow. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/antoinette-gant-pmp-99993757/) ![Milesh Gogad](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/Screenshot%202025-02-05%20at%2010.58.00.png) ##### #### Milesh Gogad ###### Chief Marketing Officer at Indegene Milesh Gogad is a storyteller with a passion for building purpose-driven brands and teams. He’s a commercially leaning marketer with a flair for B2B technology and communications. A hands-on leader with a bias for action, Milesh loves to connect data, dots, and people to drive business impact through creative storytelling. He values the diversity of thought and intentionally staffs his team with talent from different industries and companies of varying sizes. As the CMO for Indegene, he is responsible for driving growth for the brand and the business. Through a simple listen-create-amplify approach, his team wakes up every day to enable #FutureReadyHealthcare. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/mileshgogad/) ![Bonnie Habyan](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/Bonnie%20Habyan%20%20.jpeg) ##### #### Bonnie Habyan ###### Chief Marketing Officer at X-Caliber Capital Bonnie is a Chief Marketing Officer who leverages entrepreneurial, forward-thinking, digital, and traditional marketing acumen to support the strategic vision of a growing, progressive company. She strives to deliver marketing expertise and to serve as an internal and external ambassador of the corporate brand, reaching across departments and disciplines to add significant value and deliver results. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/bonnie-habyan/) ![Cassi Hallam](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/Cassi%20Hallam.jpeg) ##### #### Cassi Hallam ###### Chief Marketing Officer at System Pavers As the Chief Marketing Officer at System Pavers (the United States' #1 Outdoor Living company), Cassi leads a team driving multi-channel performance strategies, resulting in tens of thousands of in-home appointments annually. She manages over 100 total employees across the contact center, performance, brand, and field marketing teams, achieving significant growth in existing markets and expansion into new major cities, boosting company presence and revenue. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/cassihallam/) ![Millie Hogue](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/Millie%20Hogue.jpeg) ##### #### Millie Hogue ###### Chief Marketing Officer at Hakkoda Millie Hogue is a growth marketing leader with over a decade of experience innovating within the data and technology industry. Her passion is bridging the gap between exceptional leaders and the advanced data solutions and AI strategies that help them enhance operations and drive organizational outcomes. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/millie-hogue-334a66b0/) ## J–O ![Jocelyn Johnson](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/Jocelyn%20Johnson.jpeg) ##### #### Jocelyn Johnson ###### Chief Marketing Officer at American Bar Association Jocelyn is a seasoned Chief Marketing Officer and brings extensive leadership experience across multiple sectors including healthcare, non-profit, and professional services. Her career spans notable organizations such as the American Bar Association, Girl Scouts of the USA, and GE Healthcare, where she has consistently driven revenue growth and organizational transformation. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/joy2bme/) ![David Keene](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/David%20Keene.jpeg) ##### #### David Keene ###### Chief Marketing Officer, Europe at Wipro David is a B2B marketing leader currently serving as Chief Marketing Officer of Europe at Wipro. With over 20 years of Cloud and SaaS experience, David is a recognized Global B2B CMO, frequently featuring on podcasts and at industry events. His career spans industry giants like Google, Salesforce, SAP, and Oracle, as well as hyper-growth AI startups. David’s expertise lies in using new technology to drive transformative go-to-market strategies, enhancing marketing effectiveness, and optimizing revenue operations. Known for his ability to increase market share and deliver double-digit revenue growth, David excels in integrating marketing and sales capabilities to accelerate cloud, SaaS, AI, and digital growth across significant technology organizations. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/davidkeenex/) ![Steve Keifer](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/Steve%20Keifer.jpeg) ##### #### Steve Keifer ###### Chief Marketing Officer at Ordway Steve is a seasoned technology CMO and has led marketing and product management teams at multiple high-growth SaaS companies that achieved billion-dollar valuations. He specializes in helping small and midsized companies build challenger brands, engineer predictable revenue through demand generation, and create powerful sales enablement programs. With extensive experience marketing complex business solutions, he’s presented in over 10 countries and authored a book on e-commerce technology's impact on global markets. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/stevekeifer/) ![Jean Lawrence](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/Jean%20Lawrence.jpeg) ##### #### Jean Lawrence ###### Chief Marketing Officer, Cloud and Network Services at Nokia A B2B marketing and communications executive, Jean brings extensive experience leading organizations focused on product marketing, digital campaigns, press, analysts, and social media in the technology and telecom industries. Passionate about inspiring and leading high-performing teams, she has a strong track record as an analytical and strategic thinker with the ability to identify growth opportunities, structure plans to pursue them, and collaborate across complex matrixed organizations. She is adept at crafting and communicating strategies to engage audiences, strengthen brands, demonstrate thought leadership, and drive revenue. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/jean-lawrence/) ![Tonia Maneta](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/Tonia%20Maneta.jpeg) ##### #### Tonia Maneta ###### Chief Marketing Officer at Synechron Tonia brings over 19 years of experience leading global marketing initiatives across the energy, technology, and financial services sectors. As a member of the Chartered Institute of Marketing (MCIM), she excels in orchestrating comprehensive marketing strategies, developing new business opportunities, and delivering multifaceted campaigns. She combines strategic vision with proven execution skills to deliver measurable business value, while continuously seeking new challenges that allow for both personal and professional growth. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/toniamaneta/) ![Mitul Mehta](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/Mitul%20Mehta%20.jpeg) ##### #### Mitul Mehta ###### Chief Marketing Officer and Head of Channel Sales at Datamatics With more than twenty years of global marketing leadership in top-tier technology companies, Mitul has cultivated a deep expertise in driving business growth across international markets. This is reflected in his company's recognition on three occasions as one of Forbes' "200 Best Under a Billion Companies." [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/mitul/) ![Sadé Muhammad](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/Sade%CC%81%20Muhammad.jpeg) ##### #### Sadé Muhammad ###### Chief Marketing and Impact Officer at TIME Sadé brings expertise in developing groundbreaking advertising products and solutions. Before TIME, she was at Forbes, where she founded the Representation and Inclusion Practice, an award-winning B2B advertising business that transformed how marketing partners approached DEI in their growth strategies. Sadé led all aspects of the Practice, from business development and sales strategy to client relations and sponsorship execution. Her innovative work in advertising earned her recognition as one of the International News Media Association's 30 Under 30\. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/sade-muhammad/) ![Cassi Hallam](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/Buli%20Ndlovu.jpeg) ##### #### Buli Ndlovu ###### Executive Head: Retail and Business Banking Marketing at Nedbank Buli Ndlovu is a multi-award-winning marketing professional with over 18 years of experience across an array of industries, including FMCG, and telecommunications. Most recently, financial services, where she currently occupies the position of Executive Head of Marketing for Retail and Business at Nedbank. A strategic leader in the financial services industry, Buli is truly passionate about and has consistently delivered work that is socially impactful, commercially viable, and brand-differentiating. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/bulindlovu/) ## P–Z ![Nicole Phelan](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/nicole%20phelan%20uberfrieght.png) ##### #### Nicole Phelan ###### EVP & Chief Marketing Officer at Uber Freight For nearly two decades, Nicole designed, built, and scaled marketing and communications programs for over 30 brands, from global Fortune 500 corporations to breakout technology startups. In that time, she helped lead companies through rapid growth and transformative inflection points, including company and product launches, multi-billion dollar acquisitions and mergers, and IPO. Her work in the Transportation Technology market began in 2016 when she led the launch of trucking company Otto through to its acquisition by Uber. In that same year, she joined Luminar to bring the company out of stealth, then took on the role of Chief of Staff in 2018, and by 2020 the business went through a successful IPO. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/nicolephelan/) ![Sienna Quirk](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/Sienna%20Quirk.jpeg) ##### #### Sienna Quirk ###### Chief Marketing Officer at Invisory Sienna Quirk is passionate about messaging, go-to-market strategy, and positioning that connects with customers, internal teams, and partners in the Salesforce and cloud marketplace ecosystems. She has worked for several startups and ISV, including Quantum Metric and Conga. She was the COO of GTMGuides, which was acquired by Invisory, where she is currently CMO. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/sienna-quirk/) ![Katrine Rasmussen](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/Katrine%20Rasmussen.jpeg) ##### #### Katrine Rasmussen ###### Chief Marketing Officer at Pixelz Inc Katrine Rasmussen is a seasoned marketing professional with over a decade of international experience in digital growth and acquisition. She excels at blending SaaS, digital marketing strategy, and data to deliver measurable results. Her passion for collaboration fuels her dynamic, people-centric leadership style. With a knack for getting things done and a love for startups, Katrine is committed to transforming challenges into opportunities for growth and success. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/katrinerasmussen/) ![Fara Rosenzweig](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/Fara%20Rosenzweig.jpeg) ##### #### Fara Rosenzweig ###### VP of Marketing at ZEALS A trailblazer in marketing and storytelling, Fara Rosenzweig brings over 20 years of expertise and has earned an Emmy Award. As Head of Marketing at ZEALS, she leads AI-driven customer engagement efforts, crafting bold strategies that challenge norms while delivering measurable success. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/fararosenzweig/) ![Philippe Ruttens](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/Philippe%20(Phil)%20Ruttens%20.jpeg) ##### #### Philippe Ruttens ###### Founder of TITEOS and Chief Marketing Officer at TYK Philippe Ruttens has 30 years of global & EMEA B2B marketing experience in various marketing and communications roles. As a B2B Revenue Marketing and RevOps specialist, Phil helps now Tech/SaaS companies from 50 to 5000 employees transform their marketing team, operations, and performance, growing their ROI, CAC Payback, and ARR. His expertise in demand generation, digital marketing, marketing operations, and channels, combined with Board experience and team transformation, helped him combine strategic vision, roadmap planning, and practical and measurable execution with a growth- and hacking-focused mindset. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/ruttens/) ![Sam Shrager](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/sam%20shrager.jpeg) ##### #### Sam Shrager ###### Executive Director of Marketing and Communications at BCB Group Sam is the Executive Director of Marketing and Communications at BCB Group, a leading global crypto-dedicated payment services provider, leading the strategy and execution for all communications and responsible for global B2B marketing and PR. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/samshrager/) ![Vidhya Srinivasan](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/vidhya%20s.jpeg) ##### #### Vidhya Srinivasan ###### Chief Marketing and Product Officer at Magnit Vidhya leads the global marketing and product organization across corporate, brand, product, client, partner, and field marketing at Magnit. She brings a successful track record of digital disruption, repositioning companies, and creating categories for relevance and growth. Most recently, she served as Blue Yonder’s Senior Vice President of Marketing where she was responsible for brand, product, and industry marketing, GTM strategy, and enablement. Before Blue Yonder, she was a marketing leader with some of the world’s most notable organizations including ServiceNow, BMC, Cisco, and Oracle. Vidhya is also a board member at FirstBoard.io®.ne [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/vidhyasrinivasan/) ![Vaios Ueland](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/Vaios%20Archontakis%20Ueland.jpeg) ##### #### Vaios Ueland ###### Chief Marketing Officer at Amina Charging A dynamic marketing executive, Vaios currently serves as Chief Marketing Officer at Amina Charging, where he oversees global marketing strategy and leads a high-performing team across communications, product marketing, digital efforts, and brand design. His career progression through partner marketing and product marketing leadership roles reflects his expertise in building a strong market presence and driving business growth. Previously at Easee, he led product marketing initiatives and developed comprehensive go-to-market strategies while mentoring growing teams. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/vaiosarchontakis/) ![Michaela Westberg](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/Michaela%20Westberg%20.jpeg) ##### #### Michaela Westberg ###### Chief Marketing Officer at Reclaimit Michaela is a data-driven CMO with 10 years of experience in both B2B and SaaS sectors, specializing in demand generation, brand transformation, and customer-centric growth. She is particularly passionate about tech, AI, and thought leadership, as well as driving measurable results in dynamic markets. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/michaela-westberg-34909821/) ![Asaf Wolff](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/CMOs-to-Watch-2025/Asaf%20Wolff.jpeg) ##### #### Asaf Wolff ###### SVP Growth and Experience at University of the People With over a decade of experience driving growth, Asaf has helped transform the University of the People from a small team of five into an institution serving over 150,000 students. Renowned for his expertise in audience acquisition, he achieved industry-leading results with a 99% lower-than-average acquisition cost. He has raised over $50 million and built partnerships with global leaders like Google, Adobe, and Microsoft. A strategic advisor to startups and an advocate for leveraging AI and emerging technologies, Asaf is committed to building diverse, inclusive teams and scaling organizations with efficiency and innovation. [ ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Pranoti-Tests/Snippet-sample-images/linkedin.svg) ](https://www.linkedin.com/in/asafwolff/) --- A huge thank you to everyone who took the time to nominate – your votes have spotlighted the true game-changers in marketing leadership. These visionary leaders are redefining the industry with groundbreaking strategies, bold innovations, and insights that deliver real impact. Congratulations to each standout professional driving progress and setting new standards in marketing excellence. Here’s to achieving even greater milestones in 2025! 🎉 ### Bridging the gap between efficiency and innovation with Jean Lawrence URL: https://www.cmoalliance.com/bridging-the-gap-between-efficiency-and-innovation-with-jean-lawrence/ Last updated: 2025-02-19T16:14:15.000Z --- ### Master LinkedIn as a key marketing channel with Ilja Freund, Comms Lead at Cisco URL: https://www.cmoalliance.com/master-linkedin-as-a-key-marketing-channel-with-ilja-freund-comms-lead-at-cisco/ Last updated: 2025-06-16T11:43:36.000Z --- ### AI-powered innovation: Transforming ABM for the next era URL: https://www.cmoalliance.com/ai-powered-innovation-transforming-abm/ Last updated: 2025-08-26T13:20:01.000Z Thanks to the rise of AI, the way we approach [account-based marketing (ABM)](https://www.cmoalliance.com/your-guide-to-abm/) is changing – fast. We’re seeing new possibilities for how we work, plan, and measure success. In this article, we’ll dig into how AI is transforming ABM and explore: - The current state of ABM and how it’s evolving in the AI-driven era - How AI is being used to research accounts and fine-tune segmentation - Ways AI helps align sales and marketing teams more effectively - AI-driven measurement tools that show real impact - Practical steps to get started with your own AI-powered ABM journey By the end, you’ll have fresh ideas and actionable takeaways to start leveraging AI in your [ABM strategy](https://www.cmoalliance.com/the-abcs-of-abm-a-step-by-step-guide-to-success/) and prove its value to your leadership team. ## The rise of AI in ABM There’s no denying it – AI is everywhere. It’s disrupting marketing organizations and unlocking huge potential, from saving time to creating more [personalized customer experiences](https://www.cmoalliance.com/the-importance-of-personalization-in-digital-marketing/). According to [our research](https://www.salesforce.com/au/news/stories/generative-ai-statistics/), **71%** of marketers believe generative AI will free them up to focus on more strategic work. For us at Salesforce, time is one of the most valuable resources, and AI is helping us get more of it back. Tasks that used to take hours – like analyzing campaign data, writing briefs, [building audience segments](https://www.cmoalliance.com/ai-driven-customer-segmentation/), and mapping out customer journeys – can now be streamlined with the help of generative AI. With a marketer involved at every step, we’ve seen significant time savings. Many marketers are saying they’re reclaiming up to a week’s worth of work, letting them focus on high-impact, strategic efforts instead. ## Attitudes toward AI adoption in ABM While the promise of AI is exciting, many marketers are still figuring out where to start – especially in ABM. Some teams have tried [tools like ChatGPT for content creation](https://www.cmoalliance.com/harnessing-generative-ai-for-content-creation-and-planning/), but other applications – like project management, collaboration, and workflows – are still untapped. The latest [ABM Benchmarking Survey from Inflexion Group](https://inflexiongroup.com/resources/have-you-got-the-right-infrastructure-for-abm-part-two/) reflects this. While many marketers are already experimenting with AI for text-based content, areas like customer experience, [influencer marketing](https://www.cmoalliance.com/why-is-influencer-marketing-important/), and project workflows remain underutilized. This highlights an opportunity to push AI’s boundaries in ABM. [![Bar chart titled 'Attitudes to adopting AI tools are mixed,' showing the adoption levels of AI tools in ABM. Categories include content creation, insight development, collaboration, analytics, and customer experience. Bars are segmented into 'Not planning to use,' 'Planning to use in the next 12 months,' 'Already experimenting,' and 'Have already adopted,' highlighting varying adoption rates for each tool.](https://lh7-rt.googleusercontent.com/docsz/AD_4nXc7kLlMmsns3EVXtchTNYMGWAdG7ffYdb8myMHeLYoOP9ifM7R9fgxestmydfE9CP_PeJfn-0d8v7D4gZ5mVR0BUXlLgxQA3N3C0QcM-Si_GUei5o5pEC6PNPGt9ryY_JsfGIVWkg?key=hhGs7WZ4pwQAcawJbotvAF2Q)](https://www.cmoalliance.com/ai-powered-innovation-transforming-abm) **Image courtesy of Inflexion Group* At Salesforce, we’re experimenting with AI in several areas of our ABM program. While we’re still learning, I’m excited to share what’s working so far and offer insights to help you explore AI’s potential in your own strategies. ## AI for account selection and segmentation First, let’s dive into how AI is helping us revolutionize [account selection and segmentation strategies](https://www.cmoalliance.com/importance-of-tiering-accounts-abm/). At Salesforce, the start of every year brings the critical question: *how do we ensure we’re focusing on the right accounts?* Historically, this process could take weeks, but with AI in the mix, we’ve optimized our workflows and significantly cut down the time required. _This post is for paying subscribers only._ ### Using AI to foster collaboration, with Julia Goebel, CMO at Komodo Health URL: https://www.cmoalliance.com/using-ai-to-foster-collaboration-with-julia-goebel-cmo-at-komodo-health/ Last updated: 2025-06-16T11:44:44.000Z --- ### Top strategies for creating a standout brand in 2025 URL: https://www.cmoalliance.com/top-strategies-for-creating-a-standout-brand-in-2025/ Last updated: 2025-08-26T13:20:36.000Z In an increasingly saturated and competitive marketing landscape, having a great product or service is no longer enough to stand out from the crowd. As businesses bombard customers with countless choices, [you’ll need a strong brand identity](https://www.cmoalliance.com/how-brand-building-influences-every-major-business-decision/) and unique selling proposition (USP) to cut through the noise. It’s all about creating a brand that aligns with your audience’s values, sparks emotional connections, and encourages [customer loyalty](https://www.cmoalliance.com/customer-loyalty-through-ai-powered-retention-marketing/) from the get-go. Why is this so important? Well, according to [a 2024 Statista survey](https://www.statista.com/statistics/1536437/consumers-attitudes-personalized-brand-experience/#:~:text=During%20a%20global%20survey%20in,privacy%20of%20their%20personal%20information.), **64%** of consumers prefer buying from brands that provide experiences tailored to their needs. ![Bar graph showing that 64% of consumers prefer to buy from companies that tailor their experiences to meet wants and need, and 53% are highly concerned about the privacy of their data and personal information.](https://lh7-rt.googleusercontent.com/docsz/AD_4nXfcHRwI5YnknDrI2j5fSikA_se6mxfdmV-PiAQEKTFEPcU-7dVwcZAF3f34Los3_IlZGitnYcPCkxSHY0Zn1s8VWk5OpV6vMlkalCv3G2zPDtB6HXRUJ7mGfWetnr43OeEcYs2l?key=k_NQO_a8EYZaN0U2HpuG98f4) **Image via Statista* With that in mind, let me take you through some actionable strategies for creating a brand that stands out in 2025 and beyond. ## Define your brand’s core identity It's easy to get caught up in the pursuit of profit. But to create a brand that truly stands out, you must understand its core purpose. What unique value does it bring to the world? What problems does it solve for customers? A crystal-clear core identity forms the foundation of a [positive brand perception](https://www.cmoalliance.com/driving-brand-loyalty-and-customer-satisfaction/). You can start by defining your: - **Unique selling proposition (USP):** Clearly articulate what makes your product or service different from competitors and the specific benefits customers can expect. - **Mission statement:** Define your brand’s purpose and its commitment to customers or society. - **Vision statement:** Outline your brand’s long-term aspirations. These should be formulated to inspire both your team and your target audience. - **Core values:** Highlight the fundamental beliefs and principles that guide your brand's decisions and actions. Your [company’s values](https://www.cmoalliance.com/8-ways-to-authentically-bring-your-companys-values-to-life/) should be authentic and applied consistently across all aspects of your brand. ## Craft a compelling and memorable brand story Consumers value authentic connections with brands, which brings us to one of the most powerful strategies for creating a brand that stands out. A compelling and relatable brand story [connects with your audience emotionally](https://www.cmoalliance.com/how-to-build-emotional-connections-through-b2b-brand-storytelling/), imprinting your brand on their minds. A video story, in particular, brings your brand to life and allows your audience to see the human side of your business. For instance, West Virginia-based Nu-Era Bakery used Animoto to create a professional [video brand story](https://animoto.com/success-stories/shopify) that humanized their brand and helped them build deeper connections with their audience. By posting and promoting the video on Facebook, they attracted massive on-platform engagement and catapulted to become a national brand, setting up e-commerce ordering mechanisms to ship baked goods across the country. ![Screengrab from Nu-Era bakery's video, showing pepperoni being chopped. The text overlay reads "The pepperoni roll was invented in West Virginia in 1927 by Giuseppe 'Joseph' Argiro."](https://lh7-rt.googleusercontent.com/docsz/AD_4nXcd2F0BIKkIpEOfCUFro6YZyC9l1JZ0XfnwTuDHkYnvvAZa13wDfIVK8MUMN3WCQksSfYgnn48brcr8KTj4LvOqXtE1JWzBmZjdHtOdtu6z8ftJGypOriJyDKtTfkcCJVf0nen3?key=k_NQO_a8EYZaN0U2HpuG98f4) **Image via Animoto* You can also showcase your brand’s journey, highlight struggles, and reveal the passion behind what you do to create a narrative that feels genuine and relatable. Incorporating social proof such as customer testimonials, case studies, or success stories, will also add credibility and depth to your story, further reinforcing your brand identity. ## Build a strong and consistent visual identity Your brand’s visual identity is the first thing that customers notice, so it needs to be appealing and consistent across all touchpoints. Why? Using inconsistent visuals can confuse your audience, dilute your message, and make your brand less memorable. On the other hand, a unique and cohesive visual identity ensures that your brand is instantly recognizable and leaves a lasting impression. Here are some tips to follow when building your brand’s visual identity: - **Logo:** Create a distinctive logo that embodies your brand’s mission and values. Keep it simple yet memorable, ensuring it works well across different platforms and sizes. - **Color palette:** Choose a color scheme that reflects your brand’s personality. Stick to a consistent palette across all marketing materials to reinforce recognition. - **Typography:** Select fonts that complement your brand’s tone – whether elegant, playful, or professional – and use them consistently in all communications. For instance, Salesforce used Canva to create a [unified look and feel](https://www.canva.com/for-teams/case-studies/salesforce/) across their marketing platforms. The brand used customizable templates for its social media posts, presentations, and marketing collateral while maintaining consistent colors and typography. ![Salesforce's brand kit](https://lh7-rt.googleusercontent.com/docsz/AD_4nXf4UkDd2jl4xmukAhtH_pOsOqlQuUgQFz5TyFrMi0B0evy7rtO_G_0WPu7rxWgpIeeNnvJmiWXMegl3QrA5taK1sFmg9uS6qkcHZ7nV7q7yH_HoX1qAxHDRtUsRRgkb52CLVB0MQg?key=k_NQO_a8EYZaN0U2HpuG98f4) **Image via Canva* “We have consistency there now,” says Kyle Legg, who leads brand social media and creative at Salesforce. “It saves so much time across the company, because we’re able to free up our creative teams. I would say I save at least ten hours a month just by not needing to go in and create or edit files, render animations, go through reviews, find and share source templates, etc.” ## Collaborate with a network of micro-influencers You might be tempted to partner with one or two mega-influencers to enhance brand awareness and recognition. However, working with multiple [relevant micro-influencers](https://www.cmoalliance.com/the-rise-of-micro-influencers/) can have a greater impact since they have highly engaged and loyal audiences. Collaborating with a diverse network of micro-influencers allows you to reach a wider audience, build more authentic relationships, and strengthen your brand’s identity within niche communities. All you need to do is [find influencers](https://attrock.com/blog/how-to-find-micro-influencers/) whose values align with your brand, clearly communicate your goals and expectations, and allow creative freedom to ensure their content feels genuine. Take SkinnyPop, for example. They used Lightricks’ Popular Pays platform to [connect with 30 niche creators](https://popularpays.com/case-studies/skinnypop-creators-diversified-content) from a centralized campaign management dashboard. The creators, who collectively had a total following of over 2.9 million people, went on to produce unique, diverse content for different audience segments. ![Two images of Skinny Pop popcorn](https://lh7-rt.googleusercontent.com/docsz/AD_4nXe5krl7eqHl8qW8jBCEWcnV46gD433-kE0aFrCugqOgbmJuJXGGu9Affgf4bavyo7xoVbuF-ncENrezh198rwgYyLk7Y9MJFWBR_GrZCd793TKkvB0sI6VGZXu7aN1X6UyZ2B9DVQ?key=k_NQO_a8EYZaN0U2HpuG98f4) **Image via Popular Pays* This strategy helped them tap into niche markets and establish a strong, relatable brand image. Founded by two Illinois entrepreneurs in 2010, SkinnyPop was acquired by Hershey a few years later. ## Maintain consistent brand voice across channels Your brand voice is the unique personality that you inject into all your communications. It should be uniform across your website pages, social media platforms, [email campaigns](https://www.cmoalliance.com/5-ways-to-build-converting-email-campaigns/), and other marketing channels to reinforce brand identity and build familiarity and trust with your audience. Here are some tips for maintaining a consistent brand voice: - **Define your tone:** Your brand’s tone should align with your target audience’s preferences and expectations – it could be formal, friendly, or playful. - **Create messaging guidelines:** Develop a document that outlines your voice, preferred terminology, and stylistic rules. - **Train your team:** Ensure everyone involved in communication understands and applies your messaging style guide. Several tools can help you manage your content calendar and ensure consistent messaging across platforms. For instance, Buffer used Trello to centralize content planning and [collaborate on messaging](https://buffer.com/resources/trello-inspiration/) to ensure consistency with the brand voice guidelines. ![Screengrab of Buffer's Trello board](https://lh7-rt.googleusercontent.com/docsz/AD_4nXfoRXRcbcgs9A-IVq-S03h-8Dab3TvfxCMK0VmrmNV8ZD3fCWPXTY9mgZG5JaxMlbOTrBjfKW59sOH2n6cbrfol_DSePnIG9Qj559LRCIsvohs7b5BrCwt-EuXBXwfbkXm1Sqz39g?key=k_NQO_a8EYZaN0U2HpuG98f4) **Image via Buffer* ## Final thoughts To create a unique brand in 2025, it’s not enough to offer high-quality products or services. You need to create an identity that resonates with your audience and sets you apart in a crowded marketplace. By defining your core identity, crafting a compelling story, building a strong visual presence, collaborating with multiple micro-influencers, and maintaining a consistent voice, you can create a cohesive and memorable brand experience. Start implementing these strategies today and watch your brand rise above the rest. ### CMO Insights Report 2025 URL: https://www.cmoalliance.com/cmo-insights-report-2025/ Last updated: 2026-08-26T11:32:54.000Z The role of the Chief Marketing Officer (CMO) has never been more dynamic. As economic challenges, technological breakthroughs, and evolving business priorities reshape the marketing industry, today’s CMOs are being asked to navigate unprecedented complexity to drive growth and deliver measurable results. That’s why we created the **CMO Insights Report, 2025** — your definitive guide to understanding the modern CMO's evolving priorities, strategies, and challenges. ### Get your free copy right here 👇 ## **What’s inside the report?** This year’s report, built on insights from 119 CMOs across a range sectors and organizations, explores: - **The rise of specialists:** Discover why SEO, video, and social media positions marketing are outpacing traditional marketing generalist roles in 2025. - **AI’s role in marketing:** See how AI is reshaping marketing priorities and structures – but why adoption is far from universal. - **Economic adaptation:** Learn about the steps CMOs are taking to thrive amidst shrinking budgets, stubborn inflation, and steeper interest rates. - **Collaboration challenges:** Understand which departments CMOs find it hardest to work with, and how they're addressing these issues. - **Diversity in marketing:** See why diversity is now considered a strategic imperative for innovation and success. [Get the report](https://share-eu1.hsforms.com/1Jx3NFeaZT2mHOkjCryfI4Q2b1vun) ## Get ready for 2025 👀 **Compare Your Approach:** See how your goals and strategies match up with other CMOs. ✍️ **Get Practical Ideas:** Use what you learn to guide hiring, choose tools, and set your team’s priorities. 🏃‍♀️ **Stay Ahead:** Be ready for the trends that will shape marketing in 2025 and beyond. [Get the report](https://share-eu1.hsforms.com/1Jx3NFeaZT2mHOkjCryfI4Q2b1vun) ### What is sustainable marketing? Your comprehensive guide URL: https://www.cmoalliance.com/what-is-sustainable-marketing/ Last updated: 2025-04-07T16:15:03.000Z > *“The greatest threat to our planet is the belief that someone else will save it. Without environmental sustainability, economic stability and social cohesion cannot be achieved.” – *Robert Swan, Explorer and public figure** While the Industrial Revolution brought a lot of technological and economic progress, it also set in motion a series of challenges we still face today, including resource depletion, pollution, and climate change. The ethos of sustainable marketing originated in the 70s when people started to become more environmentally aware. In the 90s, companies began to adopt corporate [social responsibility](https://www.cmoalliance.com/addressing-social-factors-in-esg/) frameworks, and in current times, sustainable marketing has become a mainstream focus. ## **Sustainable marketing definition** Sustainable marketing refers to strategies aimed at helping the planet, people, and the economy. It's all about the products, services, and ethical practices that meet modern needs and are good for consumers, but also reduce the harm to the planet and safeguard the future at the same time. It focuses on long-term goals, not quick wins. ## **Importance of marketing sustainability** [Deloitte research](https://www2.deloitte.com/us/en/pages/chief-marketing-officer/articles/cmo-sustainability-survey.html) found that 45% of CMOs saw environmental sustainability as crucial to the long-term success of their company, 38% saw its importance but there are other ways to succeed as well, and 15% said it’s not important at all. However, considering that a massive [82% of consumers](https://www.thinkwithgoogle.com/intl/en-emea/consumer-insights/consumer-trends/consumer-sustainability-trends/) have sustainability at the top of their minds, more so now than before the pandemic – with 78% also saying that businesses should help to fight climate change – not addressing this topic would be a disservice. > *“People don’t expect brands to become perfect stewards overnight, but they want to learn about what you’re doing to improve sustainability now. That way, they can see more clearly how choosing your brand might make a difference.” – *Kim McNamee and Jenny Fernadez, Think with Google** By investing in sustainable practices, you’ll also be able to: - **Grow brand loyalty**: As more and more consumers want businesses to [prioritize sustainability](https://www.cmoalliance.com/cmos-sustainability-champions/), you’re more likely to build trust if you do this, as well as increase loyalty and retention. - **Gain a competitive edge**: If you invest in sustainability and your competitors don’t, consumers who are mindful of this topic (and, as we’ve seen, that number is quite high) will probably choose you instead. - **Save money**: Not only can you help the environment but also reduce costs at the same time. For example, cutting down waste or using renewable energy can lead to a lot of money saved in the long run. - **Comply with regulations**: With climate change a huge priority for governments worldwide (e.g., the European Union aims to become [carbon neutral by 2050](https://climate.ec.europa.eu/eu-action/climate-strategies-targets/2050-long-term-strategy%5Fen)), there’ll be stricter regulations in the future – by being sustainable, you’re future-proofing your org since you’ll be better positioned to comply with both existing and new rules. [Why sustainability should be a top priority for marketersSustainability is one of the biggest challenges that the world, society, and our industry faces. What responsibility do marketing leaders have?![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--66.png)CMO AllianceJohanna Bauman![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/sustainability-image.png)](https://www.cmoalliance.com/cmos-sustainability-champions/) ## **How CMOs can lead on sustainability** A crucial element of sustainable marketing is to educate **customers** about the environmental and social impacts of their purchases. CMOs can also encourage more mindful/sustainable buying by promoting the value of sustainability instead of just the materialistic side. The focus should be **internal** too, not just external. For example, a [Deloitte survey of over 1,000 CMOs](https://www2.deloitte.com/content/dam/insights/articles/us175825%5Fgmt2023/pdf/DI%5FGMT-2023.pdf) showed that brands were “concentrating their efforts on shoring up their own internal sustainability practices as opposed to focusing externally on influencing customer behavior”. Their top three priorities were to: - Improve sustainability of internal practices, - Promote more sustainable products, and - Establish long-term sustainability commitments. Some elements of sustainable marketing you’ll want to consider to lead on this front include: ### **Green products and services** It goes without saying that eco-friendly products, like biodegradable packaging and use of renewable or recycled materials, are a crucial part of sustainable marketing – and so is trying to reduce the use of plastic as much as possible. ### **Transparent communication** It’s important that you’re clear and honest about your environmental efforts; this means avoiding greenwashing (a.k.a., not making false or exaggerated claims about your green practices). > “While often unintentional, the consequence of misinformation, greenwashing and purpose-washing can scale from being marginally to critically devastating depending on the associated footprint and brainprint.” – [Cambridge Institute for Sustainability Leadership](https://www.cisl.cam.ac.uk/resources/blog/what-sustainable-marketing) There are many examples of companies greenwashing to sound more environmentally-friendly than they are which, when found out, can harm their reputation. For example, Keurig said their single-use plastic coffee pods could be easily and widely recycled, which simply wasn’t true, resulting in tons of plastic in landfills. The company [was fined US$3 million](https://thesustainableagency.com/blog/greenwashing-examples/) for the false claim. ### **Social impact** This is all about addressing [social causes](https://www.cmoalliance.com/the-social-causes-that-most-influence-us-consumer-purchase-decisions/) like equity, diversity, and community development, as well as supporting fair wages, labor rights, and local communities. [Why greater diversity produces better marketing outcomesDiversity, equity, and inclusion are three pillars that work together to build environments where people feel valued, empowered, and included.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--67.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Doodles--9--1.png)](https://www.cmoalliance.com/why-is-diversity-important-in-the-workplace/) ### **Lifecycle marketing** This means taking into account the whole lifecycle of the product, from production to disposal. Does it take a lot of resources to create? Is it single-use plastic? By considering this, you're helping to keep every stage of the marketing journey as environmentally friendly and [sustainable](https://www.cmoalliance.com/making-some-noise-about-sustainability-with-elyse-winer/) as possible. ### **Ethical sourcing/production** Make sure your products are not just made with ethically sourced materials but that they’re also created with fair labor practices. And, of course, to be a leader in sustainable marketing, it’s vital you reduce waste and emissions during the production process. ### **Long-term vision** Short-term gains, such as sales and profits, shouldn’t be the only focus. By focusing on creating value in the long-term, including social and environmental benefits, you’re making your marketing more sustainable. For example, [by 2032, LEGO](https://www.lego.com/en-us/aboutus/news/2024/march/making-lego-bricks-more-sustainable-?locale=en-us) wants their products to be made “from materials that are renewable and recycled” and, in 2025, they aim to double “their annual spend \[on environmental initiatives\] compared to 2023”. The CEO of LEGO also said that, by 2026, more than half their resin will be sustainably sourced. > [ View this post on Instagram ](https://www.instagram.com/p/C%5FiOOU-yPlL/?utm%5Fsource=ig%5Fembed&utm%5Fcampaign=loading) > > [A post shared by Green is the New Black (@greenisthenewblackcom)](https://www.instagram.com/p/C%5FiOOU-yPlL/?utm%5Fsource=ig%5Fembed&utm%5Fcampaign=loading) ### **Partnerships** When you collaborate or partner with other organizations, make sure they share the same values and focus on sustainability. ### **Monitor and improve** Part of a more sustainable marketing practice is to continuously measure and improve your green efforts, as well as track metrics like carbon footprint, waste reduction, and supply chain impact. ### **Circular economy** Perhaps one of the most popular examples of sustainability, as it focuses on designing products for durability, repairability, and recyclability. The old Reduce, Recycle, Reuse initiative. ## **Consumer trends in sustainable marketing** More and more people are **increasingly environmentally-conscious**, demanding sustainable products and ethically sourced materials. An example is Gen Z and Millennials – a [Deloitte survey](https://deloitte.wsj.com/sustainable-business/gen-zs-and-millennials-look-to-employers-to-address-climate-concerns-c1cddbe8) found that 60% of people from these generations are more inclined to spend extra on eco-friendly products and services. [40% of people from both generations](https://www.esgtoday.com/more-than-40-of-gen-z-millennials-would-change-jobs-over-climate-concerns-deloitte-survey-finds/) have also left or plan to leave their jobs if their employers don’t take sustainability seriously. This really showcases the importance people place on environmental responsibility. Many consumers are also more **minimalist** than ever, as a result of mindful purchasing. Trends like “underconsumption core” on [TikTok](https://www.tiktok.com/@cmo.alliance), for example, encourage people to only buy what they need, and some people are even doing a “no buy 2025” challenge, where they avoid non-essential purchases. > [@simplyshellaby](https://www.tiktok.com/@simplyshellaby?refer=embed "@simplyshellaby") NO BUY 2025!!! [#nobuyyear](https://www.tiktok.com/tag/nobuyyear?refer=embed "nobuyyear") [#nobuychallenge](https://www.tiktok.com/tag/nobuychallenge?refer=embed "nobuychallenge") [#nobuy2025](https://www.tiktok.com/tag/nobuy2025?refer=embed "nobuy2025") [#underconsumptioncore](https://www.tiktok.com/tag/underconsumptioncore?refer=embed "underconsumptioncore") [#underconsumption](https://www.tiktok.com/tag/underconsumption?refer=embed "underconsumption") [#nobuyyearrules](https://www.tiktok.com/tag/nobuyyearrules?refer=embed "nobuyyearrules") [♬ original sound - simplyshellaby](https://www.tiktok.com/music/original-sound-7451615306910354219?refer=embed "♬ original sound - simplyshellaby") So, CMOs who can embrace simplicity may also stand out from the crowd and increase engagement with their audience. We talked about **transparency** in this article already, and we’ve mentioned it again for good reason: customers are valuing it more and more. [According to Forbes](https://www.forbes.com/councils/forbesbusinesscouncil/2021/02/11/green-business-is-good-business-why-transparency-is-key-for-corporate-sustainability/), “94% of consumers are more likely to be loyal to a brand that’s completely transparent”, which is also beneficial to your org. ## **Challenges in sustainable marketing** While many CMOs and orgs may want to head in a more sustainable direction, they may face some [challenges](https://www.cmoalliance.com/what-are-the-biggest-challenges-facing-cmos-and-marketing-leaders/) on the way. - **Balancing profit with sustainability**: You may find it difficult to implement green practices if they clash with your budget, such as a higher cost of eco-friendly materials or changing to a greener, but more expensive, supply chain. - **Consumer skepticism**: Many consumers don’t believe the claims companies make about sustainability, mainly due to greenwashing. So, CMOs must work hard to not only gain but also maintain trust with their audience. - **Measuring impact**: Another challenge is quantifying the impact of your green practices, which makes it harder for CMOs to prove their effectiveness to consumers. ## **Patagonia as a shining example of sustainable marketing** If you want an example of a company doing everything they can to ensure sustainability, look no further than Patagonia, a provider of outdoor clothing and gear. First of all, they create environmentally-friendly products, from using recycled materials to pioneering eco-friendly tech. Patagonia highlights this focus in their marketing without overhyping or exaggerating claims (meaning they avoid greenwashing). ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXfC_DVNoGiaRfMHUjG8Ctuz1bh1v4AeSCI19isqUOOF2sq3gIkaI0rlgx67CWxsMUHXEjtHd2Y5aOQw3-tt5t1GBp-senzOW7MfCxUuH4YwbAevOmTpJJwGwx8vAy6qCWv_Px1pRA?key=LG1mr-z4AHHqAQP__feVFNp9) It’s worth mentioning their mission as well. Patagonia believes that “We’re in business to save our home planet.” This is reflected in their marketing strategy, from openly sharing the challenges they face in sustainability and the progress they’re making to not shying away from activism. In fact, Patagonia has previously sued the U.S. government over public land protections. Not only this, but the company is also responsible for creating the infamous, “[Don’t buy this jacket](https://eu.patagonia.com/gb/en/stories/dont-buy-this-jacket-black-friday-and-the-new-york-times/story-18615.html)” campaign, which challenged people to rethink their consumption habits. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXcvcqBEbZrGvSxcz_uddlKpEd_BktDy9M3oKTxvnGhZOyPdKplf_zJj0JXN88R85IfSn5mkIUSDDOfd97TAC4fPdAw-Yw7IWz_Xb9VBgBc2sDrnKZ2kBj6wnWPUyAmEJVxuwmMjOw?key=LG1mr-z4AHHqAQP__feVFNp9) They also contribute money to sustainable causes, as you can find on [their website](https://www.patagonia.com/one-percent-for-the-planet.html): > “Since 1985, Patagonia has pledged 1% of sales to the preservation and restoration of the natural environment. We've awarded over $140 million in cash and in-kind donations to domestic and international grassroots environmental groups making a difference in their local communities. In 2002, founder of Patagonia, Yvon Chouinard, and Craig Mathews, owner of Blue Ribbon Flies, created a non-profit corporation to encourage other businesses to do the same.” Their [Worn Wear](https://wornwear.patagonia.com/) initiative encourages people to repair and reuse their clothes instead of buying new – the marketing tactics for this program are focused on extending the life of the products and reducing waste. We mentioned above how educating customers was important, and this is something that Patagonia takes seriously as well. They’ve produced documentaries, blogs, and social content to keep people informed on crucial environmental issues; for instance, their film *Artifishal*, which aims to raise awareness about the impact of fish farming. Patagonia partners with like-minded people and orgs as well, which helps them to amplify their message and reach. Something that takes Patagonia to another level of sustainability is the decision they made in 2022, where Yvon Chouinard, the founder, announced that [the company had been donated](https://eu.patagonia.com/gb/en/ownership/) to a trust that oversees their environmental mission and values. > “Here’s how it works: 100% of the company’s voting stock transfers to the Patagonia Purpose Trust, created to protect the company’s values; and 100% of the nonvoting stock had been given to the Holdfast Collective, a nonprofit dedicated to fighting the environmental crisis and defending nature. The funding will come from Patagonia: Each year, the money we make after reinvesting in the business will be distributed as a dividend to help fight the crisis.” In essence, the Patagonia Purpose Trust holds 2% of their stock and all voting rights, and the Holdfast Collecting owns the other 98% and receives the annual profits to fund environmental initiatives and advocacy. This makes Patagonia the first major corporation to take such a huge action with the planet in mind. Of course, all of this helps **Patagonia's marketing**: - It differentiates them from other orgs and sets them as pioneers in ethical business. - Creates a compelling narrative for storytelling across campaigns, blogs, [social media](https://www.cmoalliance.com/maximizing-your-social-medias-effectiveness/), etc. - Ensures customer loyalty by aligning with the values of eco-conscious consumers. ## **In short** As consumers increasingly prioritize eco-friendly brands and social responsibility, CMOs must align their marketing strategies to match these expectations. And by implementing sustainability into every facet of your company – from product design and messaging to partnerships and materials – you can more easily create a lasting impact on both your bottom line and also the planet. --- *For conversations with CMOs about many topics, including sustainability, tune in to our* [*CMO Convo podcast*](https://media.thealliance.io/podcast/cmo-convo/)*, where we interview leaders from top global companies, and get their insights, opinions, and tips.* [CMO ConvoA podcast with one central question in mind: what does it take to be a great chief marketing officer? And there are no better people to answer this question than those who have lived the CMO life.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/66bc09894c8e49916202eed3_favicon.png)The AllianceRichard King![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Convo_Podcast_Socials.png)](https://media.thealliance.io/podcast/cmo-convo/) ### How to build strong retail partnerships through fieldwork URL: https://www.cmoalliance.com/how-to-build-strong-retail-partnerships-through-fieldwork/ Last updated: 2025-09-22T14:26:33.000Z Looking to expand your product’s reach and break into new markets? It’s a common challenge – even with solid marketing efforts, [growth](https://www.cmoalliance.com/what-is-growth-marketing/) can plateau. While building a direct sales team might seem like the obvious solution, retail partnerships offer a powerful alternative. They’re a practical and often overlooked way to scale, and with focused fieldwork, you can make these collaborations even more impactful. So, get ready to dive into what makes a successful retail partnership, how you can nurture those opportunities, and the role fieldwork plays in these mutually beneficial arrangements. ## What is a retail partnership? Retail partnerships are collaborations between two businesses that enable both brands to benefit from each other’s audiences and resources. Retail partnerships are usually between parties with complementary and non-competing products. Occasionally, brands selling similar products may collaborate to pool their resources and achieve something impossible for each to do alone. The goal is to team up with brands that have similar customers but not too much overlap. ## How could a retail partnership help your brand? These partnerships can be convenient for startups that lack extensive teams or experience since they often leverage employees from more established businesses. They can also improve operational efficiency, as employees from both companies share their ongoing challenges and how they have overcome previous setbacks. Partnerships like these can amplify [brand awareness](https://www.cmoalliance.com/brand-awareness/) by introducing your products to a wider audience. A prime example is Rihanna’s 2023 [collaboration with Ulta Beauty](https://wwd.com/beauty-industry-news/beauty-features/fenty-beauty-ulta-beauty-at-target-1235866854/), which brought Fenty Beauty to Target stores. The launch featured fresh products and exclusive sets, sparking curiosity and encouraging more people to give them a try. Rihanna acknowledged [this arrangement would bring her brand](https://www.prnewswire.com/news-releases/fenty-beauty-launches-at-ulta-beauty-at-target-301941708.html) to more consumers. A Target representative said it would enable discovery by presenting shoppers with affordable, pleasing options that help them meet specific beauty goals. ## Characteristics of a worthwhile retail partnership Fieldwork gives businesses the insights they need to evaluate whether a partnership will benefit both parties. For example, team members can visit stores to assess display opportunities and customer traffic patterns. It’s also a valuable training ground for new employees, helping them build workplace skills and develop expertise in managing partnerships. By involving junior team members in these hands-on activities, companies can [strengthen their talent pipeline](https://www.cmoalliance.com/attracting-and-retaining-top-talent-in-revenue-marketing/) and set them up for success in future partnership management roles. If a store has several locations in a particular region, a fieldworker researching for a marketing team can visit them all and decide which one should get the products first. This strategy is ideal when budgets don’t allow for a full rollout across the area. You can leverage the insights gained from fieldwork to assess potential [partnerships](https://www.cmoalliance.com/how-partner-marketing-drives-revenue-growth/), focusing on these key characteristics: ### 1\. Shared purpose A strong retail partnership relies on both parties being driven by a common purpose and [having well-defined goals](https://www.cmoalliance.com/aligning-your-marketing-teams/). Clear alignment ensures everyone is working toward the same outcomes from the outset. As you look for potential collaborators, put yourself in your customers’ position. What would make your offerings more appealing or accessible to them? Collaborating with the right partner can help you deliver exactly that. ### 2\. Reputation and consumer perception [Reputation](https://www.productmarketingalliance.com/customer-ratings-and-reviews/) is another essential part of successful partnerships. Use fieldwork and in-depth online research to evaluate a potential collaborator and look for anything that could upset consumers and cause them to boycott the pairing. News travels fast through the internet, and it doesn’t take people long to dig up details that brands would rather keep hidden. Working with a well-known and beloved brand can improve how the public views your company, bolstering your internal marketing efforts. However, the opposite is true if your brand partner has been involved in a scandal or gets wrapped up in one during your relationship. ### 3\. Mutual value and trust A fulfilling retail partnership allows each party to provide meaningful expertise. That firsthand knowledge builds trust that fuels growth. Retrofête is a high-end clothing brand that strengthened its direct-to-consumer presence during the COVID-19 pandemic. One of its more recent strategies was finding wholesale partners. Those parties benefit from the Retrofête team’s knowledge of the brand’s customer base and what they love. The brand’s co-founder and creative director said its direct-to-consumer roots [provided the confidence and data](https://www.glossy.co/podcasts/retrofetes-ohad-seroya-on-leveraging-dtc-sales-data-to-build-beneficial-retail-partnerships/) to win over wholesale partners. ## Building meaningful partnerships through fieldwork Fieldworkers play a critical role in establishing successful retail partnerships. By visiting individual locations, they gather firsthand insights into what happens once a partnership is in place. They’re also instrumental in the partner selection process, ensuring the right fit from the start. Partnerships often begin with a compelling proposal outlining mutual benefits and the roles each party will play. The specifics can vary widely. For instance, product collaborations – where brands create exclusive offerings together – work best when both have loyal customers eager to engage. Another approach involves pairing brick-and-mortar brands with those that have a strong online presence, increasing their reach. One of the most common examples is companies creating brand pages on Amazon. This free strategy allows those businesses to tap into the e-commerce brand’s gigantic customer base while showcasing their products. ## Tracking trends through fieldwork Fieldwork offers retail professionals a front-row seat to industry trends, giving them valuable insights through direct, hands-on experience. While many may have assumptions about consumer behavior, time spent in the field helps validate – or challenge – those beliefs in real-world settings. Regular meetings with potential retail partners provide opportunities to gather sales data, understand customer sentiments, and analyze buying patterns. When those meetings happen regularly, each visit is an opportunity to strengthen the business relationship. ## Correcting misunderstandings and overcoming barriers: A case study in fieldwork Fieldwork has the power to shift perceptions, showing potential partners how a collaboration could be more rewarding than they first imagined. HOMAGE, a clothing brand known for turning nostalgia into iconic shirt designs, leveraged this approach to great success. In 2010, founder Ryan Vesler was in talks with a buyer from the baseball team formerly known as the Cleveland Indians. Vesler’s business was also Cleveland-based, allowing the sports brand to partner with a local company. The entrepreneur wanted to sell a particular shirt design at games. The buyer was initially dubious, asking why fans would want to purchase it at the venue when they could get it outside the gates at a much lower price. That perception opened the door for the founder, who explained the cheaper shirts were unauthorized copies. As conversations progressed, the buyer [eventually agreed to a 24-piece](https://www.crainscleveland.com/sports-recreation/cleveland-guardians-homage-partnership-beneficial-both-sides) consignment deal. Although that was one of HOMAGE’s first team orders, it led to multiple licensing agreements for the clothing company, including to sell official gear for the baseball team – now called the Guardians. ## Making the most of fieldwork visits Take inspiration from this case study by maximizing your fieldwork visits and getting to the root of any hesitation. A potential partner could take weeks or months to see what’s in it for them. However, it’s worth keeping in mind that sometimes even the best-planned and executed efforts are ultimately fruitless. Keep the conversation moving by asking questions that uncover the obstacles preventing a partnership from taking shape. Sometimes, the issue may stem from a misunderstanding. Other times, potential partners might doubt the benefits of the collaboration. In such cases, providing additional data and insights can help address their concerns and make your proposal more compelling. ## Setting fieldwork appointments to review progress A strong retail partnership thrives on mutual commitment. After the collaboration begins, schedule regular meetings to review progress and refine the strategy. Each session should center on how both parties can play to their strengths and set actionable goals to accomplish before the next discussion. Establishing a clear framework ensures each meeting is productive, with defined expectations and a structured agenda for review. These regular check-ins also give retail partners a chance to share successes and learnings as the relationship evolves. While securing a partner’s participation is the initial priority, the real work begins in the following stages – deepening the relationship and exploring opportunities to extend it. Setting specific goals at each meeting helps track progress, highlight successes, and address any challenges. Regular meetings assure retail partners that partnerships are team efforts and provide an easy way to share feedback. Whether you schedule to visit partners weekly, monthly, or less often, these regular check-ins keep people accountable and reinforce how they have accessible support for growing their businesses and meeting other goals. ## Create strong retail partnerships through fieldwork efforts As you implement the strategies we’ve shared in this article, remember that productive fieldwork centers on building relationships. Focus on strategies that align with this principle and engage with retail partners in ways that match your current resources. It’s better to forge strong relationships with fewer parties than to overextend yourself and have shallower connections with many. ### Marketing’s evolution: Insights from Peter Isaacson URL: https://www.cmoalliance.com/marketings-evolution-insights-from-peter-isaacson/ Last updated: 2025-06-13T07:15:29.000Z *Before diving into this article, check out Peter’s recent conversation on the *CMO Convo Podcast* below, powered by* [*Invoca*](https://www.invoca.com/?&utm%5Fsource=content-syndication&utm%5Fmedium=cmoalliance&utm%5Fcampaign=2025%5FQ1%5FCMO%5FAlliance%5FPodcast&utm%5Fcontent=blog)*.* --- The marketing landscape has gone through some massive changes in recent decades. From my agency days to leading marketing at MicroStrategy, Demandbase, Replicant, and now Invoca, I’ve witnessed these changes firsthand. Marketing technology has exploded, [AI is beginning to redefine how we work](https://www.cmoalliance.com/building-marketing-teams-in-the-age-of-ai/), and sales and marketing alignment has become more essential than ever. Here, I’ll share key insights from my journey and discuss findings from our recent **AI and B2C Marketing Report**. ## **From IT gatekeeping to marketing “Frankenstacks”** Back in my Adobe days, acquiring new technology was a labyrinthine process. Everything went through IT. Marketing had to submit business requests, transfer funds, and hope to make it up the priority list—often behind finance, sales, and even HR. The advent of cloud-based applications revolutionized this process. [Marketing teams ](https://www.cmoalliance.com/marketing-inside-out-put-your-team-first/)could bypass IT, adopt tools quickly, and scale with ease. However, this led to an unintended consequence: the rise of marketing “Frankenstacks”—disparate systems that didn’t always integrate well. The lesson here is clear: [marketing technology](https://www.cmoalliance.com/can-ai-unlock-your-brands-humanity/) should simplify the buyer journey, not complicate it. At Invoca, we focus on maximizing the value of existing tech stacks by integrating first-party and zero-party data into platforms like CDPs and Google Ads. ## **AI: From hype to operational excellence** AI’s impact on marketing has been profound. When we released this year’s **AI and B2C Marketing Report**, it was clear that marketers had moved beyond fear and hype. Optimism is up, with 93% of marketers reporting positive experiences with AI tools. Many now see AI as a force that makes their work more effective and easier. Marketers are leveraging AI for everything from content generation to media mix modeling. This has directly translated to results, with 80% of marketers reporting increased ROI. AI is not just about efficiency; it’s about making better decisions that drive revenue. Despite its benefits, AI isn’t without pitfalls. Governance will be critical as organizations grapple with data privacy and ethical usage. While the speed of AI adoption is exciting, we’ve got to balance enthusiasm with caution. ## **Sales and marketing: A united front** Historically, B2B marketing teams often clashed with sales over lead quality and volume. The rise of account-based marketing (ABM) forced alignment, but B2C companies have lagged behind. This is now changing. The focus is shifting from campaign metrics like clicks to revenue impact, [bringing marketing, sales, and contact center teams together ](https://www.cmoalliance.com/driving-revenue-through-marketing-and-sales-alignment/)as a unified revenue team. AI is playing a pivotal role in bridging these teams. At Invoca, we use AI to connect online and offline buyer journeys, integrating call data into platforms like Google Ads and CDPs. This not only streamlines the journey but also empowers marketers to optimize campaigns with actionable insights. **Practical steps for better alignment** 1. **Frequent communication**: Don’t settle for a monthly meeting. Understand each team’s challenges and share market insights regularly. 2. **Shared metrics**: Align on core goals. When marketing focuses on efficiency and sales focuses on revenue, alignment becomes impossible. 3. **Accountability and transparency**: Foster honest conversations without falling into an accusatory dynamic. Shared KPIs ensure mutual success. ## **Final thoughts: Marketing as a revenue driver** Marketing is no longer a siloed function. It impacts every aspect of an organization, from sales to R&D to finance. To succeed in today’s landscape, marketers must think beyond their immediate goals and align their efforts with broader organizational objectives. For a deeper dive into these topics, I encourage you to check out Invoca’s **AI and B2C Marketing Report**. If you have thoughts or questions, connect with me on[**LinkedIn**](https://www.linkedin.com/in/peterisaacson/)—I’d love to continue the conversation. Listen to the[**full podcas**t](https://studio.youtube.com/video/zqPIwU1wZRo/edit) episode to hear more insights and actionable advice! ### The CMO Survival Guide for 2025 with Asaf Rothem URL: https://www.cmoalliance.com/the-cmo-survival-guide-for-2025-with-asaf-rothem/ Last updated: 2025-06-16T13:26:18.000Z --- ### From data to action: The CMO playbook URL: https://www.cmoalliance.com/from-data-to-action-the-cmo-playbook/ Last updated: 2026-02-09T11:56:38.000Z > *"Marketing is getting smarter, but it isn’t getting easier."* ## **Why CMOs need a data strategy** Data is valuable only when it translates into actionable insights. Many CMOs today are data-rich and information-poor. They have troves of data (no one is saying, "I don’t have enough data") but lack the ability to draw actionable insights. According to [a Genius report](https://joingenius.com/statistics/data-generated-per-day/), global data volume skyrocketed from 2 zettabytes in 2010 to 147 zettabytes in 2024\. Every minute, 16 million text messages are sent, and over 361 billion emails flood inboxes daily, much of it generated from customer interactions, campaign metrics, social media analytics, and CRM platforms. This digital explosion presents unprecedented opportunities for marketers to understand their audiences better. However, it also introduces significant challenges. Without a clear data strategy, marketing teams risk being overwhelmed by irrelevant metrics, missing critical insights, and making decisions that lack impact. To thrive in this environment, CMOs need a structured framework to prioritize, analyze, and act on the data that matters most. This is a pressing issue because CMOs need their teams to move quickly. It is the responsibility of the CMO to make data actionable for their go-to-market teams. [A Deloitte survey](https://www2.deloitte.com/content/dam/insights/us/articles/3924%5FPredictably-inaccurate/DUP%5FPredictably-inaccurate-reprint.pdf) highlights this issue: **58% of Marketing leaders struggle to derive actionable insights from their data**, often citing fragmentation and accessibility as primary obstacles. This can result in analysis paralysis, where the sheer volume of data slows decision-making or focuses teams on vanity metrics—numbers that look good but fail to align with strategic goals. > *"Data is the new problem. Actionable insights are the new gold." - *John Rakowski** Consider the case of a global retailer operating in over 15 countries. Their marketing team tracked more than 300 unique metrics across campaigns but lacked a unified framework to identify which ones truly mattered. This fragmented approach led to missed opportunities, inconsistent messaging across regions, and inefficiencies that hampered performance. [Learn how AI can give you back your time as a CMOWhen we integrate AI into our workflows, CMOs can focus more on strategic initiatives that drive growth and innovation.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--64.png)CMO AllianceAudrey Masset![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Author_Highlight--10--1.png)](https://www.cmoalliance.com/how-ai-saves-time-as-a-cmo/) **A clear data framework isn’t a luxury—it’s a necessity.** It allows [marketing teams](https://www.cmoalliance.com/building-marketing-teams-in-the-age-of-ai/) to: 1. **Prioritize key metrics** that align with strategic goals. 2. **Eliminate redundancies**, reducing time wasted on irrelevant data. 3. **Foster collaboration** by creating a shared "single source of truth. In this era of data complexity, CMOs must find ways to create breathing room. Collaboration across departments is essential for breaking down traditional data silos. Establishing a unified data framework that brings together different departments under a common set of goals is crucial for improving the effectiveness of [analytics efforts](https://www.cmoalliance.com/how-to-get-more-from-brand-marketing-analytics/). These initiatives will be key to overcoming CMO challenges going into 2025. ## **The role of AI in addressing CMO challenges** Enter AI – the CMO’s saving grace. Artificial intelligence offers a solution to some of the most pressing CMO challenges by automating the process of gathering, organizing, and activating data. Through [AI-driven tools](https://www.cmoalliance.com/the-cmos-guide-to-using-ai-for-marketing/), CMOs can identify patterns in fragmented data sources and make more informed decisions that extend beyond marketing to impact the entire organization. AI can help CMOs turn massive amounts of data into actionable insights, allowing them to predict customer behaviors, preferences, and propensities to purchase with a high degree of accuracy. This technology can also enable CMOs to make faster decisions in response to changing market conditions. While AI offers potential, it is not a silver bullet. The effectiveness of [AI-driven insights](https://www.cmoalliance.com/ai-transforming-enterprise-workflows/) depends heavily on the quality of the data being used. CMOs must ensure that data is not only accurate and up-to-date but also diverse and ethically sourced. Strict data hygiene practices must be implemented to avoid feeding flawed data into AI models, which could lead to misguided conclusions. [AI for Marketing Leaders eBookThe impact of artificial intelligence on the marketing industry is multifaceted and profound – and marketers in leadership positions are at the forefront of this transformation. To stay ahead, businesses must integrate AI into their strategies to enhance personalization, predict customer behavior, and scale content creation like never before. Our AI![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--58.png)CMO AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_AI_Marketing_Leaders_eBook__Blog-4.png)](https://www.cmoalliance.com/ai-for-marketing-leaders-ebook/) ## **Building a customizable data framework** In the era of data-driven decision-making, an adaptable data framework is essential for success. Here’s a step-by-step guide for CMOs to build a tailored framework that delivers results: ### **Step 1: Define clear objectives** Start by asking: What core business objectives will the framework support? Aligning data with your strategy ensures every metric serves a purpose. **Actionable tip:** Limit your focus to 3–5 high-impact goals, such as revenue [growth](https://www.cmoalliance.com/making-your-customers-your-growth-priority/) or lead conversion. ### **Step 2: Identify relevant data sources** Marketing teams juggle data from diverse platforms. Identify and consolidate sources that directly impact your objectives. **Actionable tip:** Use integration tools like Snowflake or Segment to centralize data streams efficiently. ### **Step 3: Select KPIs that matter** Not all metrics are created equal. Focus on KPIs (key performance indicators) that directly measure progress toward your [goals](https://www.cmoalliance.com/finding-balance-as-a-marketing-leader-between-short-and-long-term-goals/). **Actionable tip:** Use the SMART framework (Specific, Measurable, Achievable, Relevant, Time-bound) to choose your KPIs. ### **Step 4: Develop scalable reporting systems** Make data accessible with real-time dashboards. Clear, automated reports ensure faster, better decisions. **Actionable tip:** Leverage tools like Tableau, Power BI for dynamic reporting. ### **Step 5: Continuously align with goals** Your data framework must evolve with your business. Schedule regular reviews to ensure relevance. **Actionable tip:** Conduct quarterly reviews to refine your framework and [ensure alignment](https://www.cmoalliance.com/sales-and-marketing-alignment-boosts-revenue-generation/) with priorities. [Balancing AI and human creativity in modern marketingExplore how AI has improved marketing tasks and the key considerations for leveraging AI in modern marketing strategies.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--59.png)CMO AlliancePaula Catoira![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Balancing-AI-and-human-creativity-in-modern-marketing-sharing-1-2.png)](https://www.cmoalliance.com/balancing-ai-and-human-creativity-in-modern-marketing/) ## **Scaling best practices through a unified data framework** In an era of increasing complexity in marketing and operations, CMOs must embrace solutions that ensure both consistency and efficiency across teams, regions, and campaigns. One of the most powerful tools to achieve this is scaling best practices through a unified data framework. By standardizing how organizations collect, manage, and apply data, this approach drives replicable success and unlocks transformative growth. ## **Why scaling best practices is crucial for consistency and efficiency** For global organizations, the challenge lies in ensuring that successful strategies aren’t confined to isolated teams or regions. Consider the case of a leading FMCG company operatingin 186 countries. The marketing teams in different regions used varying approaches to analyze campaign performance, leading to inconsistent results and missed opportunities for [optimization](https://www.cmoalliance.com/revolutionize-and-evolve-your-linkedin-profile/). By adopting a unified data framework, the company identified key performance indicators that resonated globally and developed standardized processes to replicate their most successful campaigns. The result? A 15% increase in global ROI within a year. Without scalability, best practices risk becoming siloed, limiting their potential impact. A unified data framework enables organizations to codify these practices, ensuring they’re accessible and actionable for all teams, regardless of location or expertise. **Actionable tip:** Use platforms like Wegrow to centralize, share and scale best practices across teams. Wegrow’s AI-driven features help identify top-performing strategies and make them easily accessible to teams worldwide. [10 strategies to drive demand generation despite budget cutsAs marketing budgets decline, CMOs are forced to reassess their strategies and make difficult decisions about resource allocation.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--65.png)CMO AllianceAudrey Masset![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/10-strategies-to-drive-demand-generation-despite-budget-cuts-audrey-masset-sharing-1.png)](https://www.cmoalliance.com/10-strategies-to-drive-demand-generation-despite-budget-cuts/) ## **The path forward: Implementing your unified data framework** Scaling best practices through a unified data framework goes beyond technical implementation. To build this foundation, CMOs should consider the following steps: 1. **Identify key metrics:** Focus on metrics that align with overarching business goals and can be consistently measured across teams. 2. **Invest in technology:** Choose tools that enable centralization, real-time access, and AI-driven insights. 3. **Train your teams:** Build data literacy and ensure all employees understand the framework’s purpose and value. By adopting this approach, organizations can move from fragmented efforts to cohesive, repeatable success—turning individual victories into company-wide wins. CMOs face the tough job of making sense of the chaos while turning insights into action. A unified data framework, powered by AI and shaped by best practices, isn’t just helpful—it’s essential. With this framework, CMOs can cut through the noise, turn data into real insights, and set their teams up for success in 2025 and beyond. --- *AI is here to stay and, in fact, more marketers are using it in their day-to-day.* *In the* [*State of AI in B2C Marketing report*](https://www.cmoalliance.com/the-state-of-ai-in-digital-marketing-report/)*, you'll find how marketers feel about their AI skills and abilities, whether AI is helping to ROI, and what's to come in 2025 and beyond.* *Get your free copy.* [The State of AI in B2C Marketing 2025 ReportMarketers aren’t just still interested in AI – they’re more excited than ever.Check out the report to see how things have changed over the last year (or not!) and how your perspective stacks up.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--57.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Sharing_Article_Images_Text_Only_--1---1--1-2.png)](https://www.cmoalliance.com/the-state-of-ai-in-digital-marketing-report/) ### What is performance marketing? A CMO's guide URL: https://www.cmoalliance.com/what-is-performance-marketing/ Last updated: 2025-08-26T13:24:40.000Z According to [Nielsen](https://www.nielsen.com/insights/2024/are-you-investing-performance-marketing-for-right-reasons/), 70% of marketers planned to “increase performance marketing spend \[...\] at the expense of brand building” last year. This doesn’t come as a surprise if you consider what performance marketing means. After all, marketing overall can be a huge challenge; you pour your time, budget, and effort into your campaigns and sometimes it can feel like guesswork, experimenting to see what sticks. Performance marketing is the opposite, as you only pay for results. Let’s dive into what this strategy is and why you should invest in it. ## **What is performance marketing?** Performance marketing is a digital marketing strategy focused on results, not [brand awareness](https://www.cmoalliance.com/brand-awareness/), and you pay only when specific actions are completed (such as clicks, leads, downloads, sales, etc.) – i.e. when your marketing actually works. This means you don’t have to keep throwing money at campaigns and hoping for the best. Saving money is part of why performance marketing has become so popular. Because performance marketing is data-driven, you can easily track the success of your campaign with analytics tools, which allows you to tweak and improve your strategies in real time. ## **The benefits of performance marketing** Here are some of the benefits of investing in performance marketing: - **Cost-effectiveness**: As mentioned, you only pay for results you achieve, which cuts down your spend. - **Transparency**: You get clear insights into what works and what doesn’t, since your tracking is so solid. - **Flexibility**: You can easily fine-tune your campaign at will. - **Scalability**: Performance marketing campaigns can be scaled up or down based on your budget, results, and goals, allowing you to increase investment if the campaign is doing well or pause it if it’s underperforming. - **ROI**: Because performance marketing is all about getting tangible results, you get a very clear and direct link between your investment and your return. - **Audience reach**: Leveraging different platforms, like search engines, social media channels, and affiliate networks, for instance, allows you to reach a wider audience – which boosts your chance of conversions. - **Low entry barrier**: Even organizations with small budgets can invest in performance marketing and see results. This makes it very accessible for startups and SMEs to compete with the big fish. ## **How does performance marketing work?** ### **Set clear goals** First things first, you’ll want to [**set clear goals**](https://www.cmoalliance.com/aligning-your-marketing-teams/). What are you looking to achieve? More clicks or impressions? Leads? Sales? Make sure you’ve got your [key performance indicators](https://www.cmoalliance.com/understanding-kpis-in-customer-acquisition/) sorted out ahead of time, as they’ll guide your campaign. ### **Pick the right channels** It’s also important you **choose the right channels**. For instance, will you invest more in pay-per-click (PPC) campaigns, [social media](https://www.cmoalliance.com/how-to-do-a-social-media-audit/) platforms, or display ads? Use your audience’s pain points, interests, etc., to narrow down your channels, instead of trying all of them. A scattered approach rarely – if ever – works. ### **Define the payment model** There are many **different types of payment structures**. For example: - Cost-per-click, where you pay for every click on your ad. - Cost-per-acquisition, where you pay only when an action, like a sale or sign-up, is completed. - Cost-per-mille, which is when you pay for every 1k impressions of the ad. - Cost-per-lead, where you pay when a lead is generated, like a form submission or an email subscription. ### **Leverage tracking tools** Accurate **tracking** is vital – tools like Google Analytics, pixel tracking, and UTM parameters help you measure the performance of your campaign. ### **Optimize your campaigns in real time** It’s important to note that performance marketing is dynamic; it allows you to **analyze data and make tweaks** according to information you get in real time. ### **Pay for results** The crux of it is the payment. But the best part is that you **only pay when you achieve results**, so it’s a win-win for businesses who want to maximize their ROI. ## **Performance marketing channels** We’ve touched on some of the channels you can use for performance-based marketing, but let’s now take a closer look at some of them. ### **Paid search** Paid search ads appear on search engine results pages when people search for certain keywords. You bid on keywords relevant to your business and the ads are triggered by user queries. You can use several platforms for this, such as Google Ads, Bing Ads, and Microsoft Advertising. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXdDv3aLz9M00QSECz9pSQ7ZKNT7nbs9jL1d5BjzNUjQOGn54rHbvcmz7_8O3vX9ECEHWC6kOgkue3eE9t5xfZprNe5LBN3j3_mXheAbWmLf3R1qWMZo0xGwmFnJK7IWKMva05Q7xg?key=GZGYhvHqICSnyQqTb3x4DVH4) ### **Social media advertising** By placing ads on social platforms, you can [target specific audiences](https://www.cmoalliance.com/what-is-targeting-in-marketing/) based on demographics, interests, behaviors, etc. Types of performance-based posts include sponsored posts, carousel ads, video ads, and lead forms. For example, Invisalign partnered with Avani to create natural ads on TikTok to promote their product. > [@avani](https://www.tiktok.com/@avani?refer=embed "@avani") [#ad](https://www.tiktok.com/tag/ad?refer=embed "ad") i’m choosing @invisalignofficial treatment every time over metal brackets. take the Smile Assessment on invisalign.com [#Invisalign](https://www.tiktok.com/tag/invisalign?refer=embed "invisalign") [#SmileSquad](https://www.tiktok.com/tag/smilesquad?refer=embed "smilesquad") [♬ original sound - avani](https://www.tiktok.com/music/original-sound-6959295009506003718?refer=embed "♬ original sound - avani") ### **Affiliate marketing** [Affiliate marketing](https://www.cmoalliance.com/what-is-affiliate-marketing/) is where affiliates (e.g., influencers, bloggers, YouTubers) promote your products or services and earn a commission for getting sales or any other action that you want people to take, like filling out a form or downloading an ebook. Use cases tend to include the promotion of niche products and growing an e-commerce site. For example, [Amazon Associates](https://affiliate-program.amazon.com/). ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXeSKqQ7bP_KA_sJczGplKsnhaOaLF146yM8Nq7pSgNGsBlxM6CklHZ7kjIR4ZMb3GfYz0Xi5JzlVVw5vEMijutL2WZgQH0ecg7K5ViavUnTUR_qBmj823m3iPYlD21PMd590uZ4?key=GZGYhvHqICSnyQqTb3x4DVH4) ### **Display ads** In display advertising, visual ads like banners and videos are shown on third-party sites or apps (e.g., Google Display Network). This is typically used in retargeting campaigns and when you’re looking to increase the visibility of your brand, product, or service. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXcZbZxXM68aKdZzuhl2nR_i5pBcxSB4rUj2Rcl-3yk4uYPL4ffSnZKIB4q4NhUvMykIPkcmXm7G9jQ4zC5sTuvdbgEYijphBxaBZCb_uQuqphmU_t-1NbT-n2v7AZfaOyfoWu6Cag?key=GZGYhvHqICSnyQqTb3x4DVH4) Source: [Wordstream](https://www.wordstream.com/blog/ws/2020/09/30/best-display-ad-examples) ### **Native advertising** Native ads are designed to be less intrusive and to match the style/format of what’s around them, helping you to promote your content and get more traffic. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXcurAgfuOAEmuho0-R0uQMjWle_sbQ4LAdPn_Lh8KcokBhjhxFMIgo1orHfjF5m3cxG3fQhrAYJK66Gu8SdUk8NB37xw09pjbAqUjkmZ0dZTpFBGhYkp0DogVeLC11ZT_hUBDuO?key=GZGYhvHqICSnyQqTb3x4DVH4) Source: [Avada](https://avada.io/blog/native-advertising-examples/) ### **Influencer marketing** With [influencer marketing](https://www.cmoalliance.com/why-is-influencer-marketing-important/), you can boost awareness of your product since you partner with people who can help you promote it to a wider audience. This also allows you to improve trust in your brand and increase sales. For instance, Nike partnered with Michelle Wie West, who set many golf records from a young age, to help promote their shoes. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXcbhmvR0c_GM3AThD58ozL3rFCIrt34WcGFoUOaFa_6px-EB2P7g4Q_r-DXsYj8ox4rIw9ag4But737it5s4_jatbVxWcATAMUuOCgOX0boTM-ic6wd8lLxaf25dLwFNiEayMQ5dw?key=GZGYhvHqICSnyQqTb3x4DVH4) Source: [Brandwatch](https://www.brandwatch.com/blog/examples-of-influencer-marketing-campaigns/) ### **Email marketing** Perfect for nurturing leads and increasing customer retention, email is a great platform for sending out promotional or informational messages to your audience. After all, you can use it to [generate leads](https://www.cmoalliance.com/what-is-lead-generation-in-marketing-a-guide/), promote content, [convert people](https://www.cmoalliance.com/5-ways-to-build-converting-email-campaigns/) by offering them a free trial or a discount, target inactive users to re-engage them, and more. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXeBlBfsQPkerYVo5dUDH8zmvH68tDmZF5TVyXYtjywWlEP4Kim_B2AzNEus2oq0Xn4TSdgoGJT0K8yCiStCDqGJVL7x13E1zXg5JOQuz0W7KMRLYLytER-LEK26moYs4OiRSsfhKw?key=GZGYhvHqICSnyQqTb3x4DVH4) Source: [HubSpot](https://blog.hubspot.com/marketing/email-marketing-examples-list) ### **Video advertising** Video ads are also performance-based marketing, and they can help you boost brand awareness, drive traffic, and explain complex products. Video ad spending is expected to [reach US$205.1bn this year](https://www.statista.com/outlook/dmo/digital-advertising/video-advertising/worldwide), which shows marketers understand the benefits of using video in their marketing. For example, video can be highly engaging, since it can hold people’s attention quickly and for longer, can lead to higher CTR, and can be used across several platforms, from YouTube to TikTok and Instagram. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXcogZjLZyfgAAC6gwxBjN7Uh0l7ioEaz8AmXdf24gCJddXKRJ-Gzhg7b9OXMsAoFnvRkAWJ_zTDB9M1phM6wGsgb__V1u5Ck9sZcr4Ugeol_FEJG3rQDJAhAPG6DfF6Q9XLg6W2KA?key=GZGYhvHqICSnyQqTb3x4DVH4) Source: [WebFX](https://www.webfx.com/blog/marketing/youtube-ad-examples/) ## **Common performance marketing metrics** So, which metrics should you track to measure the performance of your website? There are too many to name them all here, so here are [HubSpot’s top five](https://www.hubspot.com/marketing-statistics): ### **1\. Conversion rate** This is the [metric](https://www.cmoalliance.com/kpis-for-revenue-marketers/) you’ll track if you want to measure the percentage of clicks that lead to an action – for example, someone buying one of your products or signing up for a service. ### **2\. Total monthly visitors** This metric is all about the number of people who visit your website or landing page in a given month. It includes traffic from all channels, including organic search, paid ads, social media, direct traffic, and referrals. It’s important to track it because it helps you evaluate whether your campaign is actually successful (since a higher number of visitors indicates successful marketing). This metric can also tell you if you’re reaching a wide audience and if your campaign has enough visibility. ### **3\. Click-through rate (CTR)** You can calculate the CTR percentage by dividing clicks by impressions and multiplying by 100\. This metric measures the amount of people who clicked on your ad after seeing it. Another popular click metric is cost-per-click, which indicates the cost of clicks on your ad. ### **4\. Search traffic** This refers to the visitors arriving at your site via organic traffic (e.g., Google or Bing) and it offers insights into what customers are looking for. ### **5\. Bounce rate** This is calculated by dividing single-page visits by total visits to your site (and multiplying by one hundred if you want the percentage). In short, the bounce rate of your website refers to the number of visitors who leave without interacting with anything. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXeGgSb6cLMqPva-8NO7NNndyS0aadev1PJIWOt4-3u59Gvl4xKjz3H9zes4mSupJJcexr8Eogn0OxKF9UEtu9a89TO2GJ5pjoNbgaEmjHqXXHh1sxQ_LtV51gOxU7ZGxVz7vC_olw?key=GZGYhvHqICSnyQqTb3x4DVH4) Source: [HubSpot](https://www.hubspot.com/marketing-statistics) Other metrics include: ### **Cost-per-conversion (CPC)** By dividing the total ad spend by the number of total conversions, you can find how much it costs to acquire a new customer or lead. CPC helps you see how well your campaign is performing – because you understand how much you’re spending to acquire clients, you can better justify your budget to stakeholders as well. ### **Return on ad spend (ROAS)** ROAS is calculated by dividing revenue from ads by your total ad spend. With it, you can measure how much money you make for every dollar you spend on ads. ### **Customer lifetime value (CLV)** [This metric tracks the long-term value of the customers](https://www.cmoalliance.com/how-to-calculate-and-increase-customer-lifetime-value-clv/) you acquire. It can help you make better informed decisions about your acquisition, retention, and overall marketing spend, since it facilitates how you: - Optimize your budgets, - Segment your audience, - Measure your ROI, - Tweak your strategies, - Create personalized campaigns, and more. ### **Engagement rate** Finding your engagement rate means you can measure how users are interacting with your ad. Are they clicking, sharing, or commenting on it? This metric gives you insight into how effective you are when it comes to capturing the attention of your audience. So, you can more easily optimize and improve your strategies if you know how engaged people are. ### **Retargeting CTR** Similar to the click-through rate we mentioned above, the retargeting CTR measures just how effective your retargeting campaigns are at driving clicks. ### **Open rate** Email is a crucial element of many marketing campaigns, and tracking the percentage of people who open your emails is just as important. After all, it indicates how effective your subject lines, audience segmentation, etc., are in getting people’s attention. ### **Attribution metrics** This includes metrics like first-touch attribution, which tracks conversions based on the first point of interaction with your brand, and last-touch attribution, which refers to the final point of interaction before conversion. Multi-touch attribution considers all touchpoints in the customer journey so that you’re aware of [which channels are actually driving revenue](https://www.cmoalliance.com/the-marketing-attribution-ebook/). ## **Performance marketing vs brand marketing** We mentioned at the start of this article that many marketers planned to invest in performance marketing instead of brand building, but this doesn’t mean brand marketing is dead. It helps you to maintain a strong image of your company in people’s minds which, in turn, allows you to establish trust and increase loyalty. But what are the differences between performance and brand marketing? While performance marketing focuses on measurable actions like clicks, leads, or sales, as well as short-term, data-driven campaigns, brand marketing aims to build long-term awareness and loyalty. It’s also about creating sustained growth and emotional connections with your audience. Here’s a comparison table of brand and performance marketing: | | Performance marketing | Brand marketing | | -------------- | --------------------------------------------------------- | --------------------------------------------------------- | | Goal | Drive measurable actions like clicks, leads, or sales. | Build long-term brand awareness, trust, and loyalty. | | Time | Immediate, short-term results. | Longer-term. Establishing a lasting emotional connection. | | Metrics | CTR, ROAS, conversions. | Brand recall, customer sentiment. | | Channels | PPC ads, social media ads, affiliate marketing, email. | Content marketing, sponsorships, influencer marketing. | | Cost structure | Pay for performance. | Upfront investment without immediate ROI. | | Focus | Ad performance and optimization. | Storytelling and emotional appeal. | | Effectiveness | Best for driving immediate sales and measurable outcomes. | Essential for differentiation in the market and loyalty. | | Adaptability | It’s easily adjustable based on data and results. | Takes time to evolve based on your brand strategy. | | Examples | Retargeting campaigns, Google Ads. | Nike’s “Just Do It” campaign. | ## **In short** Performance marketing helps you to know what’s working and what isn’t, and you can easily make changes to your campaigns, whether it’s a PPC one, an email flow, or a social media strategy. Because you only pay for results, this is a low-risk approach, and you get to experiment and be creative, save money, and track all your efforts. --- *Make sure you’re tracking and measuring everything with our* [*Marketing Attribution ebook*](https://www.cmoalliance.com/the-marketing-attribution-ebook/)*, which aims to help you make data-driven decisions and prove the impact your marketing has on your revenue.* [The Marketing Attribution eBookReal-world data combined with expert insights in a simple eBook to give you the roadmap for scaling your marketing attribution efforts.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--114.png)Revenue Marketing AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Marketing-attribution-eBook-revenue-marketing-alliance-1-15.png)](https://www.cmoalliance.com/the-marketing-attribution-ebook/) ### How ecosystems can make or break your business URL: https://www.cmoalliance.com/how-ecosystems-can-make-or-break-your-business/ Last updated: 2025-08-26T13:25:42.000Z Ever wondered why some companies dominate their industries while others fade into obscurity? I’m Jay Nakagawa, Director of Competitive Intelligence at Dell Technologies, and I’ve seen how [ecosystems](https://www.productmarketingalliance.com/better-together-how-technology-partnerships-drive-happiness/) can make or break a business. So, in this article, we’ll explore how to leverage ecosystems for maximum [growth](https://www.cmoalliance.com/11-growth-strategies-you-can-apply-to-your-business/) and success. Here’s a peek at what we’ll cover: - **The fundamentals of ecosystems**: Why they matter and how they’ve evolved beyond traditional competitive models. - **Key case studies**: Lessons from Zume Pizza, Kodak, Apple, and CVS to uncover what works – and what doesn’t. - **Practical insights**: Tips for building and managing ecosystems that generate value and avoid common pitfalls. Whether you’re building partnerships or reinventing your business, these insights will help you navigate the challenges and opportunities of ecosystem strategy. Let’s jump in! ## The traditional approach to value creation Let’s start with the basics – how do you [create and capture value](https://www.productmarketingalliance.com/driving-40-million-dollars-in-incremental-sales/)? For anyone who’s been to business school, the diagram below might look familiar. For those of us who zoned out during those classes (myself included – I was too busy playing music all night!), let me break it down. [![Diagram of the Porter's Five Forces model, represented by five circles. The middle circle is labeled "competitive rivalry". Arrows point out from this circle to four other circles, labeled "threat of new entrants", "bargaining power of buyers (customers)", "threat of substitutes", and "bargaining power of suppliers".](https://lh7-rt.googleusercontent.com/docsz/AD_4nXeg49hLPgAO0Edoivo296Wq5X_BDzxNCmJEJSmB0PTLYV_Rs3rtu8QcBlnrR1nRROTijOl2rH5H3uRFhfngDmijTni4vN-znoQOx_D-QKW_j9QVE02tfiVaAH7mrgCJ9VlIzrYcHQ?key=U5LvErePVSkNEnNj_vTgOiPf)](https://www.cmoalliance.com/how-ecosystems-can-make-or-break-your-business) Traditionally, value creation revolves around managing key forces, as outlined by [Michael Porter’s](https://www.youtube.com/watch?v=gqvgrYf83ho) model. The idea is to balance your suppliers, buyers, substitutes, new entrants, and competitive rivalry to determine the intensity of competition in your industry. For instance, in the airline industry, suppliers are limited to Boeing and a few others. Airlines, as buyers, don’t have endless choices either. Similarly, substitution options are limited; you can’t exactly replace a 737 Max with a smaller plane without losing capacity. High barriers to entry, like massive startup costs, also make it tough for new players to join the market. These factors create an environment where only a few players compete fiercely. Let’s take the gaming world as another example. If [Xbox](https://www.productmarketingalliance.com/how-xbox-leveraged-product-launch/) improves its functionality, the perceived value of PlayStation goes down, and vice versa. This rivalry fuels competition, but it’s a zero-sum game – one’s gain is the other’s loss. ### Moving beyond rivalry: The ecosystem approach While Porter’s model has its merits, it’s a bit outdated. Today, businesses like Dell are focusing on [partnerships and ecosystems](https://www.gotomarketalliance.com/ecosystem-go-to-market-vs-partnership-go-to-market/) to deliver value in a way that benefits everyone – customers included. Ecosystems shift the game from rivalry to collaboration. Instead of fighting over pieces of the pie, we’re working to make the pie bigger. For example, when Dell partners with companies like Nvidia, it’s not just about building cool solutions internally – it’s about ensuring those solutions make sense for customers. Ecosystems allow us to deliver value in a way that feels seamless and intuitive. ### Disruption: More than just a great idea Building an effective ecosystem often means disrupting the status quo. Of course, we all want to be disruptors. But here’s the thing – disruption doesn’t start with a great idea. A great idea only matters if your customers care about it. A groundbreaking concept that doesn’t address their needs is just noise. Even the best idea won’t succeed without great execution. Venture capitalists always ask “Can you execute on your vision?” Because if you can’t, no amount of funding will save you. A good friend of mine used to say, “Vision without execution is called delusion.” This holds especially true for ecosystems, where success depends on managing all the moving parts and ensuring they work in harmony. ### The danger of imitation and the importance of playing the right game Another key question when creating value is this: can your great idea be easily duplicated? If it can, its value diminishes because someone else can imitate it. This happens all the time in tech. A company releases a groundbreaking product, and competitors immediately rush to imitate it. But here’s the kicker – they rarely stop to ask critical questions like, “What are the customer requirements? What insights drove this product? What’s behind this behavior?” Instead, they focus on imitation for the sake of keeping up. In ecosystems, this boils down to understanding competitor or complementor effectiveness. Are you winning the right game? Are you even playing the right game? Sometimes companies assume they’re competing in the correct space, but they’re not – and what they don’t see can absolutely take them down. ## The power of ecosystems to make or break your brand Let me share four stories that show just how powerful ecosystems can be – both for better and worse. From Zume Pizza’s flop to Kodak’s missed opportunities, Apple’s game-changing innovation, and CVS’s bold reinvention, these examples reveal what it takes to build a thriving ecosystem and what can happen when things go wrong. ### A cautionary tale: When automation missed the mark Let’s start with Zume Pizza, a company that burned through nearly [**$500 million**](https://www.businessinsider.com/robot-pizza-startup-zume-shutting-down-raised-500-million-softban-2023-6#:~:text=A%20robot%20pizza%20startup%20that,profile%20departures%20and%20financial%20problems.) before collapsing. The idea sounded futuristic: pizzas cooked on the go in vans equipped with GPS-tracked automated ovens. Robots would handle everything from mixing dough to applying sauce, with humans adding toppings like cheese. The concept promised fresh, hot pizza delivered right to your door – but the execution was a disaster. Based in San Francisco, Zume faced a major challenge: its pizzas were cooking while vans navigated the city’s steep hills. The result? Melted cheese and sauce sliding off the pizzas mid-cook, leaving customers with messy, unappetizing meals. And to make matters worse, the pizza itself wasn’t particularly good. When the delivery concept flopped, Zume pivoted. They parked their pizza-making machines and switched to scooter-based delivery. But this move killed their “green” pitch, and customers still didn’t care. What initially seemed innovative no longer stood out or solved a meaningful problem. **The lesson: Make sure you’re playing the right game** In the end, Zume failed to play the right game, leaving investors with massive losses. The takeaway? Bold ideas mean little if they don’t address real-world challenges or deliver true value. Sometimes, failing to see the flaws in your ecosystem can spell disaster. ### The fall of Kodak: A lesson in understanding ecosystems _This post is for paying subscribers only._ ### Leveraging AI for maximum alignment, with Peter Isaacson at Invoca URL: https://www.cmoalliance.com/leveraging-ai-for-maximum-alignment-with-peter-isaacson-at-invoca/ Last updated: 2025-06-16T11:47:03.000Z --- ### B2B marketing trends to watch in 2025 URL: https://www.cmoalliance.com/b2b-marketing-trends-to-watch/ Last updated: 2025-08-26T13:26:13.000Z The last several years has been a tumultuous time for the [digital marketing](https://www.cmoalliance.com/chasing-roas-marketing-attribution-pipe-dream/) landscape. We saw a significant rise in remote working and a surge in virtual events that look set to continue, for example. Flexibility and ability to adapt to sudden changes has never been more important. So, if you’re looking to shake up your marketing efforts with emerging and continuing trends, here’s what you should be looking out for in 2025. - [**AI-powered marketing**](https://www.cmoalliance.com/b2b-marketing-trends-to-watch/#ai-powered-marketing) - [**Micro-influencer marketing**](https://www.cmoalliance.com/b2b-marketing-trends-to-watch/#micro-influencer-marketing) - [**Video marketing**](https://www.cmoalliance.com/b2b-marketing-trends-to-watch/#video-marketing) - [**Employee activation**](https://www.cmoalliance.com/b2b-marketing-trends-to-watch/#employee-activation) - [**Augmented reality**](https://www.cmoalliance.com/b2b-marketing-trends-to-watch/#augmented-reality) - [**Becoming a thought leader**](https://www.cmoalliance.com/b2b-marketing-trends-to-watch/#becoming-a-thought-leader) - [**Personalization**](https://www.cmoalliance.com/b2b-marketing-trends-to-watch/#personalization) - [**Storytelling**](https://www.cmoalliance.com/b2b-marketing-trends-to-watch/#storytelling) - [**SEO in 2025**](https://www.cmoalliance.com/b2b-marketing-trends-to-watch/#seo-in-2025) ## AI-powered marketing AI and machine learning have been making waves in the marketing sphere for a while now, and there’s no slowing down this train! AI offers exciting opportunities for marketing, with [61% of marketers saying that it is the most important](https://www.ventureharbour.com/marketing-ai-machine-learning-statistics/?ref=revenuemarketingalliance.com) aspect of their data strategy. It helps marketers personalize their campaigns, segment their customer base, and can [automate](https://www.cmoalliance.com/ways-to-increase-revenue-marketing-automation/) many of the time-consuming, mundane processes that slow us down. What’s more, AI can even make decisions for us, much more quickly and accurately than a human ever could. This technology continues developing and is fast becoming a staple in our day-to-day lives, [particularly in marketing](https://www.cmoalliance.com/ai-in-marketing-implications-for-revenue-marketers/). AI tools like ChatGPT have proven to be infinitely useful for marketers looking to cut down the time they spend writing articles and social media posts. While a human marketer will always be needed to ensure the quality of the content produced, introducing AI into the mix can certainly speed things along, boosting productivity. And with [voice search on the rise](https://www.dbswebsite.com/blog/trends-in-voice-search/?ref=revenuemarketingalliance.com#:~:text=reports%20that%20over%20half%20of,to%20NRP%20and%20Edison%20Research&text=%2C%201%20in%206%20Americans%20owned%20a%20smart%20speaker%20in%202018.), AI-powered virtual assistants are standard, and marketers need to adjust their [SEO](https://www.cmoalliance.com/seo-2-0-how-to-adapt-to-the-future-of-search/) and [content marketing](https://www.cmoalliance.com/how-content-drives-your-growth-marketing-strategy/) strategies to align better with this method of internet browsing. AI will continue to get better at language modeling, taking on natural human language to the point where an AI could hold a conversation that’s indistinguishable from that of another human. It sounds like a distant sci-fi dream (or a nightmare if you’ve been watching too much Terminator) but we’re not far off from this becoming a reality! ## Micro-influencer marketing Influencer marketing has grown massively over the last few years, with [83% of marketers claiming that influencer marketing](https://influencermarketinghub.com/influencer-marketing-benchmark-report/) is an effective form of marketing. But getting your products in the hands of top influencers with millions of followers can be expensive and may not be the right move for your brand. [5 examples of successful influencer programsExplore how brands like Gymshark, Salesforce, and Jack Wills have built influencer marketing programs that turn followers into loyal fans.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--110.png)Revenue Marketing AllianceAmelia Wilson![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Sharing_Article_Images_Doodles-Text_--4--2.png)](https://www.cmoalliance.com/5-examples-of-successful-influencer-programs/) While most marketers agree [influencer marketing](https://www.cmoalliance.com/why-is-influencer-marketing-important/) has a great ROI compared with other marketing channels, it’s not without its setbacks. Fake followers are a big problem for influencer marketing, and such big channels may lose their influencing power with the more sponsored posts they take on as their authenticity in the eyes of their followers drops. People hate feeling like they’re being marketed at, so that’s why the rise of the micro-influencer looks set to continue into the new year. These influencers have a much smaller, yet very dedicated following, so they can deliver a truly authentic message to their trusted audience. Working with these kinds of influencers offers another way for your brand to demonstrate its thought leadership, and B2B buyers are more likely to trust recommendations from third party sources and peers. If your brand and products align well with a particular [micro-influencer](https://www.cmoalliance.com/the-rise-of-micro-influencers/), you could have a much better ROI with them than going after a top influencer. An influencer’s power to share your brand shouldn’t be measured by how many followers they have, but by their relationships with the followers they do have. With an influencer at your disposal, you’ll have access to a dedicated and invested audience. ## Video marketing Ad spending in digital video advertising is [set to reach US$207.50bn in 2025](https://www.statista.com/outlook/amo/advertising/tv-video-advertising/digital-video-advertising/worldwide). This isn't a surprise considering video remains the most engaging and digestible content format for B2B audiences, especially when it comes to effectively communicating complex ideas. It's particularly effective for product demonstrations, customer testimonials, and thought leadership. [Personalization](https://www.cmoalliance.com/the-importance-of-personalization-in-digital-marketing/) is still crucial, though it can be a challenge to ensure it, especially as your company grows. However, many are using AI to create [personalized](https://www.cmoalliance.com/connecting-data-effectively-to-understand-customers-needs-and-drive-personalization/) video messages for potential or existing clients, which can be effective in account-based marketing strategies to target high-value accounts. Video is also a great medium to convey information in a short-form format. With attentions spans decreasing (with the average being 8 seconds), it's more important than ever to capture people's attention. ## Employee activation Even if you don’t have influencer marketing in place yet, your employees can be your very own micro-influencers! Employee activation helps your company get the most out of your employees as they act as ambassadors for your brand to grow sales and conversions in a more authentic, genuine way. When you hire people who align with your brand values and are passionate about achieving growth, they can be your most dedicated cheerleaders. Human interactions are some of the most powerful and influential ways to make a sale. Even if you have the most killer [email campaign](https://www.cmoalliance.com/your-guide-to-b2b-email-marketing/), nothing compares to customer service representation, in-person events, live chat responses, and the content your employees share about your brand. [46% of consumers will abandon a brand](https://www.pwc.com/us/en/advisory-services/publications/consumer-intelligence-series/pwc-consumer-intelligence-series-customer-experience.pdf?ref=revenuemarketingalliance.com) if the employees are not knowledgeable, and a bad employee attitude is the number one reason an individual would not do business with a company. And as we know, if something is true for B2C it is likely true for B2B as well. When your team is passionate about your brand and shares your content, you boost your customer engagement, as your employees can shape the impression of your brand more than anything else. As people are being more and more put off by direct ad campaigns and sales pitches, you can rely on your team to get your brand’s message out there in an authentic way that resonates with your audience. [Building customer loyalty through AI-powered retention marketingRetention marketing—focused on nurturing relationships with existing customers—has been revolutionized by artificial intelligence (AI), enabling brands to go beyond basic customer satisfaction.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--111.png)Revenue Marketing AllianceIslam Gouda![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Website_Article_Images_Author_Highlight--14--1.png)](https://www.cmoalliance.com/customer-loyalty-through-ai-powered-retention-marketing/) ## Augmented reality When Pokemon Go dropped in 2016, it was an instant hit with millions of people across the globe, and it brought augmented reality into the mainstream. AR brings virtual elements into the real world, allowing people to interact with them - the most obvious example being filters on the likes of Snapchat and Instagram. Since smartphones can provide an AR experience to just about everybody, it opens up tons of opportunities for marketing. AR can allow companies to demo their products, which works incredibly well for those with physical producers like furniture and decorations, enabling customers to see how their products would fit into the real world, all with the touch of a button. Businesses can utilize their own unique AR filters to help spread their brand. Like when cat food company FELIX brought their iconic black and white feline mascot to life through AR, allowing phone users to watch him interact with their home surroundings. The campaign was a hit in 2020 thanks to remote working and brought massive awareness to the FELIX brand and the possibilities of AR ads. For B2B, AR is a great way to create innovative sales presentations, run product demos, and brand introductions. In a world where people have ever-reducing attention spans, getting them to pay attention to your business is essential, especially with increasingly saturated markets. AR is an exciting way to create a unique experience your customers will love, which is why we expect more AR campaigns to be on the horizon for [B2B marketing](https://www.cmoalliance.com/the-fundamentals-of-b2b-marketing/). ## Becoming a thought leader Research suggests that the average person is exposed to around 6,000 to 10,000 advertisements every single day. That’s a nauseating amount of ads! So, it’s no wonder that people have grown tiresome and frustrated with the waves of products thrown their way every time they’re working. If you’re going to stand out amongst the wall of noise, you need to prove to your potential customers that you can actually help them and provide what they need. Instead of the hard sell, marketers need to become [thought leaders](https://www.cmoalliance.com/from-trash-to-treasure-how-to-create-thought-leaders/) in their niche and educate customers on their products and services. You need to know about their pain points and understand what kind of questions they’re asking. But more importantly is you need to check in continuously, as your customers' needs will likely change over time as your audience evolves. Compelling thought leadership is a vital tool for a B2B marketing strategy. The [2021 B2B Thought Leadership Impact Study](https://www.edelman.com/expertise/business-marketing/2021-b2b-thought-leadership-impact-study?ref=revenuemarketingalliance.com) found that 63% of respondents considered thought leadership as important in proving that a company understands and can solve their business challenges. By gaining recognition as a thought leader in your niche, and earning the trust of your customers will play a huge part in marketing strategies in the future. ## Personalization For a while now, marketers have understood that there’s no one-size-fits-all approach to engaging with their customers. [Personalization](https://www.cmoalliance.com/the-importance-of-personalization-in-demand-generation-for-retailers/) will continue to be an expected experience for people who only want to see content that’s relevant to them. From emails to on-site content, customers now expect personalization at every level. Rather than [segmenting customers](https://www.cmoalliance.com/ai-driven-customer-segmentation/) into groups to be targeted with specific campaigns, AI is being increasingly used to provide a truly unique personalized campaign for each customer. As the technology develops, this will only get easier and more accurate with time. With AI, you minimize errors, save on costs, and increase your overall ROI. [72% of consumers](https://www.smartinsights.com/ecommerce/web-personalisation/consumers-personalized-marketing-engagement/) will only engage with [personalized messaging](https://www.cmoalliance.com/leveraging-interactive-marketing-in-a-post-cookie-world/) (and the same is likely true for B2B buyers), so you need to be doing more than using a customer’s name, showcasing recommended products based on recently purchased items, or sharing location-specific options. Every step of the [buyer journey](https://www.cmoalliance.com/content-marketing-for-different-stages-of-the-buyers-journey/) should be catered to the individual based on all available data points. By building closer one-to-one relationships with your customers (using predictive models of AI), you can drive your business into the future. [The importance of personalization in marketing (w. examples)Personalized content and recommendations resonate more with individual customers, capturing their interest and encouraging interaction, as well as customer engagement.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--112.png)Revenue Marketing AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Website_Article_Images_Doodles--3--1.png)](https://www.cmoalliance.com/the-importance-of-personalization-in-digital-marketing/) ## Storytelling Once upon a time, marketing was all about selling a product, not so much anymore. Now, brands are shifting towards a [storytelling](https://www.cmoalliance.com/how-to-build-emotional-connections-through-b2b-brand-storytelling/) model, where they tell the story of how they can help solve a specific problem. Storytelling allows marketers to engage with their audience and immerse them in the experience - the product comes second. The benefits of this kind of advertising include capturing people’s interest in this era of shortened attention spans, breaking through the wall of hard-sell type promotions that are rapidly losing their hold. By supporting a narrative in your marketing, you can showcase your product positively and shape how people perceive your brand. Your desired identity and authenticity should resonate with people, making storytelling an incredibly powerful tool indeed. A London School of Business study found that people are [65 to 75% more likely to retain information when it’s presented in story format](https://speakingcpr.com/the-numbers-dont-lie-stories-not-statistics-make-you-memorable/?ref=revenuemarketingalliance.com), as opposed to simply having statistics laid out for them. So if storytelling doesn’t feature as part of your marketing strategy already, 2023 and 24 are the years to implement it. ## SEO in 2025 SEO strategies in 2025 will be even more influenced by Google's emphasis on **E-E-A-T**—**Experience, Expertise, Authoritativeness, and Trustworthiness**. This framework helps you to create high-quality content that helps users, which is especially critical in industries like finance, healthcare, and technology. E-E-A-T matters because buyer journeys are complex. B2B buyers often do extensive research before purchasing a product, and E-E-A-T helps to ensure that your content stands out as a reliable source among so many other sites out there. And, of course, it's important to note that Google often updates its algorithm, so following the E-E-A-T principles is crucial for visibility. [Answer Engine Optimization: How to rank in AI OverviewsAI Overviews are shaking up the world of search, but they needn’t be a threat. With the right strategy, AIOs can represent an opportunity for SEOs and marketers.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--113.png)Revenue Marketing AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Website_Article_Images_Author_Highlight--3--1.png)](https://www.cmoalliance.com/how-to-rank-in-ai-overviews/) ## Final thoughts Marketing is always evolving, and no one could have predicted what a tumultuous couple of years the marketing landscape would turn into thanks to the pandemic. But by adopting cutting-edge technology and keeping on top of all the latest trends and innovations, marketers can effectively reach their customer base to boost sales and keep moving forward. Be prepared to embrace change and adapt to an uncertain market as we head into 2025. **Do you see any more trends popping up? Let us know in the** [**Revenue Marketing Alliance Slack community**](https://www.cmoalliance.com/join-the-community/)**!** [Community | Revenue Marketing AllianceWhat’s the best resource for Revenue marketers? Other Revenue marketers of course! You can find a network of them right here, by joining our community.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--108.png)Revenue Marketing AllianceRevenue Marketing Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Meta_Image_Template-1-4.png)](https://www.cmoalliance.com/join-the-community/) ### 10 cost effective marketing strategies for 2025 URL: https://www.cmoalliance.com/budget-friendly-marketing-strategies/ Last updated: 2025-08-26T13:27:39.000Z Stretching your marketing budget can be a real challenge, especially when you're a small business or startup without tons of cash to throw at paid ads. But before you go blowing your budget on Google and Facebook ads, wait a second! There are actually plenty of smart, creative tactics you can use to get the word out about your business and connect with your audience without draining your bank account. In this post, we'll share ten budget-friendly marketing strategies that drive real results for savvy brands through organic reach instead of splurging on ads. The ten budget-friendly marketing strategies that we'll dive deeper into are: - [Guerilla marketing](https://www.cmoalliance.com/budget-friendly-marketing-strategies/#1%29-guerrilla-marketing) - [Contests and giveaways](https://www.cmoalliance.com/budget-friendly-marketing-strategies/#2%29-contests-and-giveaways) - [Hashtag campaigns](https://www.cmoalliance.com/budget-friendly-marketing-strategies/#3%29-hashtag-campaigns) - [Customer loyalty programs ](https://www.cmoalliance.com/budget-friendly-marketing-strategies/#4%29-customer-loyalty-programs) - [Live streaming events](https://www.cmoalliance.com/budget-friendly-marketing-strategies/#5%29-live-streaming-events) - [User-generated content](https://www.cmoalliance.com/budget-friendly-marketing-strategies/#6%29-user-generated-content-%28ugc%29) - [Peer-to-peer marketing](https://www.cmoalliance.com/budget-friendly-marketing-strategies/#7%29-peer-to-peer-marketing) - [Location-based marketing](https://www.cmoalliance.com/budget-friendly-marketing-strategies/#8%29-location-based-targeting) - [Content marketing](https://www.cmoalliance.com/budget-friendly-marketing-strategies/#9%29-content-marketing) - [Micro-influencer collaborations](https://www.cmoalliance.com/budget-friendly-marketing-strategies/#10%29-micro-influencer-collaborations) ## 1) Guerrilla marketing [Guerrilla marketing](https://www.cmoalliance.com/what-is-guerrilla-marketing-examples-inside/) lets you dream up unconventional activations that catch people's attention and interact with your brand in memorable ways. These kinds of tactics bring your branding to your audience through fun stunts and experiences right where they already are. These creative engagements organically lead to sharing and buzz as people snap pictures and videos to spread on [social media](https://www.cmoalliance.com/your-guide-to-b2b-social-media-marketing/). That user-generated content offers far more authentic engagement with your brand than any polished ad could hope for. Here are some guerrilla marketing ideas to run with: - Set up photo booths at local fairs and events decked out in your branding. Make sure to also provide props and share the photos online. This gives people a fun way to interact and share your brand. - Get your swag out there by handing out free samples, stickers, t-shirts, or whatever branded item represents you, in areas with lots of foot traffic. Here you can strike up conversations and connections that make a real impact. - Stage "stunts" like pop-up concerts or flash mob dance routines that capture attention and entertain crowds. With this, just make sure that your brand name is center stage. Guerrilla marketing generates memorable brand interactions and organic social engagement at a fraction of the cost of traditional advertising. And when done right, people really enjoy it and want to get involved with your brand in the moment rather than avoiding overly sales-y ads. ## 2) Contests and giveaways Contests and giveaways are time-tested marketing tactics that cost little but provide great brand exposure. Creative contests generate excitement and engagement as participants eagerly share their entries across [social media](https://www.cmoalliance.com/your-guide-to-b2b-social-media-marketing/) and with their networks. Plus, you gain authentic, organic content to reuse. Meanwhile, giveaways help you quickly expand your email list as people sign up for a chance to win free stuff. Here are some ideas to consider: - Social contests encouraging user-generated content like photos, videos, and reviews. After they’ve shared these things, you can reward top entries with prizes and reshare on your own channels. - Offer exclusive [discounts](https://www.productmarketingalliance.com/how-to-price-a-product-and-introduce-discounts/) or gift cards to select winners to convince people to participate and engage. Who doesn't love prizes? - Free sample giveaways in exchange for email sign-ups. Having a limited-time giveaway creates an urgency to act, which prompts more people to sign up as they get [FOMO (fear of missing out)](https://www.cmoalliance.com/role-of-fomo-consumer-psychology/), which is a clever marketing tactic. ## 3) Hashtag campaigns Hashtag campaigns are a surefire way to spark social media and user engagement without that big ad spend. Simply come up with a branded hashtag tied to your product, event, or initiative and encourage sharing. Tracking your hashtag allows you to monitor your audience engagement and jump in to engage people more. Beyond a small investment in community management and prizes, it's a free way to drive major awareness. When users start posting content featuring your hashtag, it creates a visible trend that others join in on organically. This leads to wide brand exposure beyond just your followers. - Similar to social contests, launch an ongoing hashtag for customers to share photos, experiences, and reviews about your product in use. This generates authentic user content you can repurpose now and over time. - Run limited-time hashtag contests around holidays, events, and product launches. Then you can offer prizes for top content featuring your hashtag which strikes up more engagement. - During special events and launches, promote your event hashtag on signs, packaging, and social media to maximize visibility and encourage user participation. ## 4) Customer loyalty programs [Loyalty](https://www.cmoalliance.com/driving-brand-loyalty-and-customer-satisfaction/) and rewards programs are a win-win marketing tactic that incentivizes customers to engage more with your brand. They work by offering points, perks, and freebies in exchange for purchases and participation. Here are some smart loyalty program ideas: - Offer points for every dollar spent or product reviewed that turn into rewards like discounts and free merchandise. With this, make sure that the points are easy to stack up so that your customer feels like they’re actually inching toward the reward. This will encourage more engagement and loyalty to your brand. - Create tiers with special perks, early access, and exclusives for your highest-value customers. Having a “VIP” status is a powerful retention tool. - Provide free shipping, birthday gifts, bonus points events, and member-only sales. This is a great way to surprise and delight loyal customers and keep them coming back to your brand for more. Plus, they’ll share these things with their friends and family, increasing the likelihood that more people will become a customer, too. ## 5) Live streaming events Live streaming is an exciting marketing channel that allows real-time interaction with your audience for free. Platforms like Facebook and Instagram make it easy to go live and build connections through streaming content. You can host live Q&As, AMAs, workshops, events, and behind-the-scenes footage which bring your brand to life and give followers a sense of exclusivity. - Host live Q&A sessions where followers can get their pressing questions answered in real-time by your team. You can make these a recurring event so they know when to expect another session, hopefully increasing the chance they’ll return if they enjoyed the first one. - Share exciting behind-the-scenes footage of things like [product launches](https://www.productmarketingalliance.com/a-visual-guide-to-product-launches/), events, photoshoots, and office antics that show your brand personality. - Run virtual workshops or classes to engage and educate your audience on topics they care about and establish your authority. - Partner with [influencers](https://www.cmoalliance.com/finding-the-right-influencers-for-your-brand/) in your niche to collaborate on joint live streams and tap into their follower base, too. ## 6) User-generated content (UGC) User-generated content (UGC) from your fans and followers is marketing gold. This authentic, unpaid content comes straight from real customers showcasing their genuine experiences with your brand. Featuring UGC in your marketing provides you with free, high-quality creative assets while leveraging the built-in distribution and credibility of the creators. Here are some ways to tap into it: - Ask loyal customers directly to send images and videos showing them using your products. In exchange, repost their creative UGC. - Partner with influencers to collaborate on UGC campaigns where they create branded posts and stories promoting you to their engaged followers. Sourcing UGC removes the cost and hassle of producing polished marketing assets from scratch. And the authenticity of real user content [builds trust](https://www.cmoalliance.com/navigating-consumer-uncertainty-how-brands-can-build-trust/) and engagement on a budget. ## 7) Peer-to-peer marketing Peer-to-peer and [referral marketing](https://www.cmoalliance.com/how-customer-referrals-drive-organizational-growth/) leverage your happiest customers to organically promote your brand to their own networks. This is done by providing incentives and resources to share with friends and family. When a trusted referral comes from a familiar source rather than a sales ad, it holds far more weight and drives more conversions. Think about the following examples: - Implement referral programs to incentivize sharing deals with friends and family through rewards. - Equip loyal customers with resources and assets to easily share your brand within their networks. - Share referral codes customers can send to peers for special sign-up offers and discounts. - Use word-of-mouth to drive sales instead of expensive ads by activating customer ambassadorship. Leaning on satisfied customers as brand evangelists brings authentic word-of-mouth promotion and conversions at little ongoing cost besides the rewards. What more could you want? ## 8) Location-based targeting Geo-targeting allows you to zone in your marketing efforts on users who are physically near your brick-and-mortar locations. While broad campaigns have their place, geo-targeted strategies help drive conversions by reaching customers who can actually visit your store. When someone is close to your shop, they are primed for conversion. Target them with: - Local social and search ads to attract nearby customers browsing in your area to your storefront. - Proximity offers that pop up for users within a set radius, enticing them to come take advantage of deals. - In-person events like pop-up shops and local fairs to directly engage potential customers where they already are. - Partnerships with neighboring businesses to cross-promote through contests and special offers when customers are near multiple locations. [Targeting in marketing: Strategies and executionUnlock marketing success with precision targeting! Dive into demographics, geography, behavior, and more. Tailor your strategy and connect with your audience like never before.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--105.png)Revenue Marketing AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/what-is-targeting-in-marketing-1.jpg)](https://www.cmoalliance.com/what-is-targeting-in-marketing/) ## 9) Content marketing [Content marketing](https://www.cmoalliance.com/your-guide-to-b2b-content-marketing/) enables brands to attract and engage with audiences through valuable, relevant information and [storytelling](https://www.cmoalliance.com/how-to-build-emotional-connections-through-b2b-brand-storytelling/). Unlike interruptive advertising, it pulls visitors in organically through search and sharing rather than having to pay to push messaging out. The ability to utilize owned platforms like blogs and amplify reach through partnerships makes content marketing extremely cost-effective compared to paid advertising. Below, we have put together a list of four ways you can bring in leads to your business through content marketing at a cheaper cost. ### SEO content - Focus on quality long-form content optimized for relevant niche and long-tail keywords. - Integrate keywords naturally and include related backlinks. - Blog regularly with practical, useful information targeted at each stage of the buyer's journey. [SEO 2.0: How to adapt to the future of searchLearn how to adapt to the future of search by optimizing your site for conversational search, creating content that can’t be replicated, and more.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2022/07/Revenue-Marketing-Alliance-favicon.png)Revenue Marketing AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1200/2023/06/SEO-how-to-adapt-to-the-future-of-search.jpg)](https://www.cmoalliance.com/seo-2-0-how-to-adapt-to-the-future-of-search/) ### Gated content assets - Develop comprehensive assets like ebooks, reports, and templates that provide value and insights. - Gate access to these assets behind [lead generation](https://www.cmoalliance.com/what-is-lead-generation-in-marketing-a-guide/) forms to capture contact data. - Promote gated assets through social media, email, and search ads with tight targeting. ### Guest articles - Research relevant industry publications and blogs with your target audience. - Pitch article ideas providing expert advice and insider tips. - Repurpose and expand on pieces from your own blog. - Include an author bio and links back to your site. ### Content syndication - Identify partners, affiliates, and complementary brands to syndicate content. - Repurpose existing blog posts and promote syndicated versions across networks. - Drive traffic back with links and cross-promotion. - Convert audiences through retargeting. ## 10) Micro-influencer collaborations [Micro-influencer collaborations](https://www.cmoalliance.com/the-rise-of-micro-influencers/) are a strategic marketing approach that leverages social media personalities with smaller but highly engaged followings, typically between 1,000-100,000 followers. These influencers operate in specific niches and tend to have more intimate relationships with their audiences compared to major influencers or celebrities. From a revenue and budget perspective, micro-influencers offer significant advantages. Their partnership costs are substantially lower, often accepting product exchanges or modest fees rather than demanding large payments. Despite the smaller audience size, they typically generate higher engagement rates of 3-7%, compared to the 1-3% seen with macro-influencers. This translates to better conversion rates as their recommendations are perceived as more authentic and trustworthy by their followers. The key to successful micro-influencer marketing lies in strategic implementation. Focus on identifying influencers who already use or discuss products similar to yours, as this ensures authentic promotion. Prioritize engagement metrics over raw follower counts when selecting partners. Begin relationships with product exchanges to test effectiveness before committing to monetary arrangements. Always request detailed analytics to measure ROI, and aim to build long-term partnerships that can provide sustained brand visibility and sales growth. ## Final thoughts The great news is that getting serious marketing results doesn't require shelling out for expensive advertising and campaigns. With a bit of creativity and strategy, there are many highly cost effective yet budget-friendly tactics brands can leverage. The key takeaway is to focus your limited resources on building lasting brand experiences, relationships, and community. Meet audiences where they already are both locally and online and activate your fans rather than trying to buy new ones. **Do you have any other tips for marketing on a budget? Let us know in our** [**Slack community**](https://www.cmoalliance.com/join-the-community/)**!** [Community | Revenue Marketing AllianceWhat’s the best resource for Revenue marketers? Other Revenue marketers of course! You can find a network of them right here, by joining our community.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--107.png)Revenue Marketing AllianceRevenue Marketing Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Meta_Image_Template-1-3.png)](https://www.cmoalliance.com/join-the-community/) ### 5 reasons why businesses should not ignore customer feedback URL: https://www.cmoalliance.com/5-reasons-why-businesses-should-not-ignore-customer-feedback/ Last updated: 2025-01-15T14:49:23.000Z Product managers are often extremely invested in their creations, making them resistant to [feedback](https://www.cmoalliance.com/cmos-know-your-customer-know-yourself/). Their defensiveness is easy to understand since the finished product is a result of their blood, sweat, and tears. However, [product-led growth](https://www.cmoalliance.com/how-to-build-a-culture-that-values-customer-interaction-in-product-led-growth/) will only lead a business so far. What you should aim for is customer-centric growth driven by customer engagement, which is where product marketers emerge as rising stars. Product marketers are the bridge between the customer and the product. They recognize that external feedback plays a crucial role in molding the product and its positioning in the market. And let’s not forget that [72% of customers](https://www.slideshare.net/slideshow/cx-for-executives/52398185) share positive feedback with six or more people. Meanwhile, 13% of these customers would share negative feedback with 15 or more people! Either way, the message is clear – the word on your product or service *will* get out. It’s up to you how you shape the narrative. ## 5 ways customer feedback helps businesses If you thought collecting customer feedback was anything less than essential, then we’re about to change your worldview. The following benefits of customer feedback will paint it in a whole new light: ### 1\. Feedback-fueled product improvement and innovation What’s better than learning about your product’s strengths and weaknesses straight from the people who’ve used it? Your customers offer unique first-hand accounts of their experiences while using your product or services, making them a valuable source of insights. Once you tune into your customer’s needs and preferences, it becomes easier to refine your product to match their expectations. Case in point: Amazon’s Kindle, which has undergone multiple iterations based on customer feedback and requirements. Customer feedback can also help you think outside the box and innovate to expand your product’s capabilities. You can even use customer feedback to discover opportunities for new products or services to fill market gaps. [Customer-led growth: the key to marketing success?Many organizations are starting to build around “customer-led growth”. To explain what this means, there’s no better person than Amanda Malko CMO of G2, and tireless advocate for the power of the customer voice.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--51.png)CMO AllianceAmanda Malko![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/crops-growning-1.jpg)](https://www.cmoalliance.com/making-your-customers-your-growth-priority/) ### 2\. Incorporating feedback into your brand identity Customer feedback in the form of reviews is essentially social proof. Positive reviews confirm your product’s prowess and highlight areas where the product excels. On the other hand, negative reviews shed light on product deficiencies, which you can address to enhance customer satisfaction. They’re two sides of the same coin, which establish a brand presence and reinforce its credibility. While it’s clear how positive reviews can shape public opinion, you might be wondering where negative ones fit in the picture. Well, by handling negative feedback quickly and empathetically, you can turn the tables in your favor. Don’t just take our word for it; six out of ten customers can attest to this fact! ### 3\. Retaining customers and mitigating churn Here’s a fun fact: all’s not lost if a customer leaves negative feedback – no matter how rotten. The fact that they’ve shared their input means that they’ve given you an opportunity to salvage the situation. In fact, more than [50% of customers](https://www.reviewtrackers.com/reports/online-reviews-survey/) *expect* brands to respond to negative feedback within a week. ![Example of negative customer feedback and response](https://lh7-us.googleusercontent.com/Z2CGiL0gpBBXoE1h6B0UgOWpipbiysgMDpU5van_uOiTsjVyxOcPWwLuwPXUUgR5XZhe_NbpNaHOMVT9sKCj6tZpfNg21hI4NVU5cFXZbZbuCA6Eo_RpdXM1AKgfwtR4A-8OXBxbDSyZyS5oBHYDp-A) Here’s where you can run customer retention and re-engagement campaigns to win back customers and make them realize why they picked you in the first place. Once you get them talking, it will be easier to get on their good side. That’s not to say that this journey will be easy, but once you bring back a customer from the brink of churn, the exercise will be well worth it. ### 4\. Involving customers in business decisions To demonstrate how customer feedback drives business decisions, let’s take the example of Starbucks’ iconic beverage – the Pumpkin Spice Latte. After basking in the success of its first two seasonal drinks, Starbucks was looking for its next big hit. The Starbucks team shortlisted 20 key flavors and combinations ranging from classics like chocolate and caramel to offbeat flavors like orange and cinnamon – and of course, pumpkin. Starbucks then ran a written survey to get a feel of what their customers would like to see on the menu. Interestingly, the pumpkin-based drink scored high on uniqueness. The team took three months to formulate a recipe and tested it in 100 stores – the rest is history. What was supposed to be a limited-edition drink turned into a cult hit that continues to stay in demand even 20 years after its launch. ### 5\. Turning clients into brand ambassadors Positive feedback and exceptional [customer experience](https://www.cmoalliance.com/the-significance-of-customer-experience-in-modern-marketing-a-guide-for-cmos/) can make your product a brand. Delivering on these fronts consistently earns you a loyal customer base. Making these long-term clients feel like they matter by incorporating their feedback and rolling out product improvements is the final element to completing the customer loyalty hyperloop. Once your customers are on this journey, they are more likely to recommend your brand to their friends and family. Such word-of-mouth marketing, relatable advocacy, and credible endorsements will paint your brand in a positive light and help you attract new customers. Gymshark’s marketing campaigns feature real-world customers turned brand ambassadors. Their ability to connect with their audiences through authentic experiences is a classic example of the butterfly effect of taking customer feedback seriously. ![Gymshark FAQ page: How do I become a Gymshark athlete?](https://lh7-us.googleusercontent.com/5kdCTO6saBs-XEcudNOUOKqiq301B5GQvhkFnYsvYMJl6OM6nuNQrJb2widhZKDVhNT3ZPtPVjFP5uDb9YoGQPJonphkbE4j-944bM1BGAq7P8vumEKTg4czKJzqmMPckuKR3EjxMYgFWVWhlkBLzHQ) **Screengrab from* [**Gymshark*](https://www.gymshark.com/)**'s website.* ## Tips and tricks to collect customer feedback As we’ve established, customer feedback is a mine of valuable insights. But let’s be real: asking for feedback is no walk in the park. No, scratch that – asking for feedback is easy, but getting a response is the tough part. After all, when was the last time you shared feedback? Probably only if the product or service blew your mind or left you extremely disappointed. Here are a few tips and tricks to make sure that your clients don’t ghost your feedback request: - [**Personalize**](https://www.cmoalliance.com/personalizations-power-in-modern-advertising/) **your requests**: Tailor your feedback outreach to match the tone and preferences of the customer segment you’re targeting. Customizing the feedback form allows you to get more relevant data while increasing the chances of participation. - **Leverage a range of channels**: Websites, emails, social media platforms, apps – your customers are everywhere. In the same vein, you should unlock feedback pathways across all these channels to make yourself more accessible. - **Hit the right notes**: While maintaining an [omnichannel](https://www.cmoalliance.com/the-what-why-and-how-of-360-degree-marketing-solutions/) presence, also ensure that the feedback format matches the channel. Lengthy feedback forms should be reserved for email campaigns while more succinct customer surveys can pop up within apps. - **Respond to feedback**: We cannot emphasize enough how responding to feedback makes your customer feel valued. Whether you’re offering a heartfelt apology or making adjustments to the product, your slightest consideration can go a long way in making a lasting impression on the customer. - **Get a unified customer view**: You'll be working with disparate data from various sources and at different stages of the customer journey. As such, it’s best to centralize everything onto a customer engagement platform or a customer relationship management solution. Doing so offers you a high-level view of all your customer data. - **Keep it simple, silly**: Follow the KISS philosophy while curating the feedback loop. You want the process of sharing feedback to be as seamless as possible. Similarly, short and focused surveys with minimal cognitive load are less likely to receive hostile reactions from your customers. - **Incentivize responses**: Some customers would rather listen to fingernails on a chalkboard than share feedback. While there’s little you can do to convince such customers, you can offer incentives like access to exclusive content, promos, or lucky draws to encourage the rest. ## Conclusion Nearly [100% of consumers](https://www.powerreviews.com/insights/power-of-reviews-survey-2021/) read product feedback and reviews before purchasing. This figure highlights the importance of customer feedback for brand image, credibility, and trust. Apart from managing external factors, customer feedback also nurtures internal business processes by highlighting inefficiencies, improving products continuously, and cultivating customer loyalty and advocacy. Such a twofold advantage propels businesses to a whole new plane of product enhancement and customer satisfaction for long-term growth, sustainability, and profitability. --- *Download your free copy of the* [*AI for Marketing Leaders ebook*](https://www.cmoalliance.com/ai-for-marketing-leaders-ebook/) *and learn from top CMOs and industry experts who are pioneering AI adoption in the marketing world.* [AI for Marketing Leaders eBookThe impact of artificial intelligence on the marketing industry is multifaceted and profound – and marketers in leadership positions are at the forefront of this transformation. To stay ahead, businesses must integrate AI into their strategies to enhance personalization, predict customer behavior, and scale content creation like never before. Our AI![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--53.png)CMO AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_AI_Marketing_Leaders_eBook__Blog-3.png)](https://www.cmoalliance.com/ai-for-marketing-leaders-ebook/) ### Agile demand generation: Driving revenue through adaptability URL: https://www.cmoalliance.com/agile-demand-generation-driving-revenue-through-adaptability/ Last updated: 2025-08-26T13:28:26.000Z How do you thrive in an industry where customer needs and market dynamics can change in an instant? For us at PDI Technologies, the answer lies in agile demand generation. There’s a lot of talk about the agile methodology these days. It’s a mindset that shapes how we plan, execute, and adapt to drive real results. In this article, I’ll break down what agile demand generation looks like in practice. Plus, I’ll share the key components that have made it successful for our team, real-world examples of how we’ve adapted to meet industry demands, and the results that prove its impact. Whether you’re navigating growth, struggling with operational challenges, or simply looking for ways to work smarter, this is your guide to making [agile marketing](https://www.cmoalliance.com/your-guide-to-agile-marketing/) work for you. ## PDI’s journey: Growth, evolution, and agility Ever heard of PDI Technologies? No? Well, if you’ve been to a gas station recently, chances are you’ve interacted with us without even realizing it. Nearly every major gas station chain in the US uses PDI in some way, shape, or form. We’re also in a ton of fast-casual restaurants and convenience stores. PDI Technologies has grown significantly over the past decade, thanks to a focused M&A strategy. With 29 acquisitions in the last seven years, we expanded from just five solutions to over 80 products across 30 solution areas and three business segments. This growth wasn’t just about numbers – it was about adapting to a rapidly changing industry. ### A shifting industry landscape Ten years ago, convenience stores and gas stations were all about "smokes and Cokes." Today, they’ve evolved into mini-grocery hubs, offering essentials, fresh meals, and even household goods. During the pandemic, this shift accelerated as customers sought out quick, low-contact shopping experiences. To keep up with these changes, PDI expanded its solutions to meet new demands. Whether it’s integrating loyalty programs or offering fresh technology like store pickup solutions, we’ve adapted quickly to industry needs. ### From chaos to cohesion Our rapid growth brought challenges, including the complexity of merging 29 different marketing teams. Initially, teams worked in silos, each promoting their own products, which led to a lot of inefficiencies and misaligned messaging. We quickly pivoted to a solution-focused approach, bundling products and teams to align on strategy. For instance, rather than separately promoting loyalty, payment, and offer solutions, we unified them into consumer engagement solutions, creating a more cohesive and effective [go-to-market strategy](https://www.productmarketingalliance.com/your-guide-to-go-to-market-strategies/). The idea driving PDI’s growth is simple: our products work better together. Take GasBuddy, a consumer-facing app we acquired that helps users find gas prices. While it seemed like an odd purchase for a B2B company, it proved invaluable by connecting us to our customers’ customers and providing tools that benefit our retailers. By adopting an agile, unified approach, we’ve not only streamlined our operations but also created connected solutions that resonate with our customers’ evolving needs. [![A visual representation of the evolution of PDI's marketing team structures. The progression includes four stages: 1) B2B Teams: Small teams at each acquired company working in isolation; 2) Solution Focused: Divided teams working in silos with no alignment across customers or complementary solutions; 3) Segment Focused: Fewer silos but still divided, lacking alignment across customer types; 4) Agile: Strategic teams with diverse skill sets, aligned on strategy, execution, and sales collaboration.](https://lh7-rt.googleusercontent.com/docsz/AD_4nXeK5cE7hw8an380AuG-zxbTBzo_TSH4QPHvY-MfSZzLeVPe5t2mBuRME5RpNJBv-0C3geLojEbuSJJe-AJJ127nZfosp-NQJDPpBQeZGp_PADq0krBpH43uwR5dOoESVjoslcQBzQ?key=KhxnKvr6x5OtXnatraGaeYbk)](https://www.cmoalliance.com/agile-demand-generation-driving-revenue-through-adaptability) **The evolution of PDI Technologies’ marketing teams* ## What is agile demand generation? Agile demand generation is about focusing on outcomes rather than sheer output. It’s not about how many campaigns you run – it’s about how effective and relevant they are *in the moment*. This approach embraces speed and adaptability: quick to win, quick to fail, and quick to learn. Rather than striving for perfection, agile marketers adopt a “good enough” mindset. The goal is to launch [campaigns](https://www.cmoalliance.com/measuring-and-analyzing-demand-generation-campaigns/) quickly, measure their performance, and refine or pivot based on the results. It’s a cycle of testing, experimenting, and making data-driven decisions to ensure continuous improvement. Agility also requires collaboration and flexibility. Cross-functional teams come together to create cohesive solutions and messaging, and short-term planning replaces rigid, year-long calendars. This allows teams to adapt to performance metrics and shifting industry dynamics without losing focus on their objectives. ## What problems does agile demand generation solve? Agile demand generation has helped us tackle some of the biggest challenges we faced in marketing at PDI Technologies. It’s given us the flexibility to adapt quickly, the tools to prioritize data over gut feelings, and the framework to foster collaboration across teams. Let me break down how it’s made a difference. ### Overcoming slow adjustments In the past, we were tied to rigid, year-long calendars that left little room for change. If market conditions shifted or a campaign didn’t perform as expected, adjusting midstream was almost impossible. Our new agile approach changed that. By adopting shorter, more flexible cycles, we’ve given ourselves the freedom to adapt in real time. Now, we can respond to customer needs or emerging trends immediately, ensuring every campaign stays relevant and delivers results. ### Replacing opinions with results When I started at PDI, a lot of decisions were based on habit or personal biases. For example, we’d run webinars simply because we’d always done them, even if they didn’t deliver the results we needed. Agile demand generation flipped that approach. We’ve made measurable results the foundation of every decision, focusing on [MQLs, SQLs,](https://www.cmoalliance.com/the-revenue-accelerators-marketing-qualified-leads-and-sales-qualified-leads/) and pipeline impact. This shift to data-driven marketing hasn’t just improved campaign performance – it’s ensured every decision supports our larger business goals. _This post is for paying subscribers only._ ### A blueprint for cross-functional team leadership URL: https://www.cmoalliance.com/a-blueprint-for-cross-functional-team-leadership/ Last updated: 2025-01-03T15:05:11.000Z Imagine you wake up one morning and see that a leader from another key function has sent a dramatic message to sales [leadership](https://www.cmoalliance.com/the-power-of-b2b-thought-leadership/) on a topic that your PMM team is invested in. There was no warning and no prior communication – they just went straight there and made your product marketing team look like they were unprepared for the future and not doing enough. This happened to me a few years ago, and it was a stressful experience. The reason why this happened was that we didn't have clear [alignment](https://www.cmoalliance.com/5-practical-steps-to-sales-and-marketing-alignment/), we didn't communicate with each other transparently, and we had no agreed process. We also didn't have day-to-day projects that reinforced our partnership. This is an example of failed stakeholder management. It causes stressful situations and confusion for the departments involved. On the other hand, successful stakeholder management can create a much happier working environment, make people more productive, and drive business results. The better your stakeholder management, the more joy you and your team will have at work. I'll share with you today how you can think about this systematically, with some advice and best practices from my experience of working at global technology companies. The framework and the thought starters I'm going to talk about will help you build effective relationships with your cross-functional partners and drive business results. [The role of the CMO in long-term brand buildingIn this article, I’ll share insights into how CMOs can effectively align their strategies with company goals, foster essential partnerships, and drive meaningful change, all while maintaining the agility to adapt to the ever-evolving business landscape.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--45.png)CMO AllianceAriadna Navarro![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/plans-header-image-1.png)](https://www.cmoalliance.com/the-secret-to-successful-long-term-marketing-plans/) ## The Teacup framework for cross-functional leadership So, what do I do in stressful situations like the one I opened with? Well, I like to make myself a cup of tea. The Teacup framework has seven different components that you need to think about as you build out [cross-functional](https://www.cmoalliance.com/how-paula-catoira-leverages-cross-functional-experience-2/) relationships and cross-functional teams. The components are… - **T**rust, transparency, - **E**mpathy, - **A**lignment, - **C**ollaboration, - **U**nity, and - **P**rocess. These are all necessary ingredients for leading and inspiring your stakeholders. ### Trust Let's kick it off with an important foundation (aka, the saucer), which is trust. There's a great book by **Harvard Business School professor Tsedal Neeley** on the *Remote Work Revolution*. It distinguishes between two kinds of trust: cognitive trust, which is faith in others' competencies and that they'll do what they say they'll do, and emotional [trust](https://www.cmoalliance.com/building-brand-trust-in-a-new-era-of-data-privacy/), which means you believe others care about you. My view is you can always course-correct if you realize that trust is being taken advantage of, so I operate on the belief that you should be generous and give trust automatically – there's no need for others to earn it first. I follow this guideline not only with cross-functional stakeholders but also with the employees on my team. I don't need to see them doing the work; what I care about are the output and impact, so there's no need to monitor their day-to-day. On the other side of the coin, while you should trust by default, what can you do to facilitate others' trust in you? Well, be clear about what you're going to do and what you're not going to do, follow through, and do it repeatedly to achieve consistency. More specifically, I think it's much better to say 'no' from the get-go than to stay ambiguous and require lots of follow-ups that you're not planning to honor. For example, I once had a member from another department on a working group who verbally and repeatedly committed to the work, but then showed no engagement, didn't show up to meetings, and didn't do the work they were expected to do. This affected not only one-on-one [relationships](https://www.cmoalliance.com/maximizing-your-social-medias-effectiveness/) with that employee but also overall relationships between departments. To build emotional trust, you want to share and make others feel comfortable sharing. That makes it easier to truly care about someone and their well-being and then work together. Empathy, which I'll talk about in a bit, is the key here. For example, during the COVID lockdowns, I had a horrible day when I was unable to look at work with optimism. I felt emotionally safe sharing this with my colleagues, and they shared their stories in return. That helped me realize that I really needed to take a day off. The reaction and the support that I got then further helped build my trust. [How to use emotional storytelling in marketingPeople want to feel emotionally engaged with brand messaging and content. To evoke those feelings, I advise balancing pathos with logos – the rational, logical side of your argument.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--46.png)CMO AllianceGastón Tourn![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/happy-and-sad-buddha-head-1.jpg)](https://www.cmoalliance.com/story-masters-4-emotional-connections-in-brand-stories/) ### Transparency Alright, I know I'm cheating here, but there's another T that I don't want to neglect. It stands for transparency – you can think of it as the water in your cup. It's an interesting one, as if you work closely with sales, you learn over time that you can't just share all the information you have in real-time. For example, product roadmaps might not be accurate, and sharing them might set the wrong expectations with sales and clients. Plus, you always have to manage communication effectively to not be confusing. Be as transparent as can be and explain why you don't want to or *can't* go into detail on certain things. When it comes to working with other cross-functional teams, over-communicate. Share what's coming down from the global teams with your local stakeholders with as little filter as possible. That way, you’ll be on the same page and able to work together on how to position things with the sales teams. What I've experienced many times is that when departmental [goals](https://www.cmoalliance.com/finding-balance-as-a-marketing-leader-between-short-and-long-term-goals/) are [misaligned](https://www.cmoalliance.com/sales-and-marketing-alignment-boosts-revenue-generation/) globally or regionally, it makes alignment harder at a local level. If you work transparently with each other, share information freely, and support each other as one team, you can fix this much more easily. Transparency requires trust that the other teams want to share confidential information. It also builds trust – the more you share with other teams, the more willing they'll be to share with you as well. ### Empathy Empathy, or the tea bag, is all about showing real interest in people, caring for them, and putting yourself in their shoes. The more you understand what's going on with someone, the better you can interpret their behavior at work and ensure you're working together effectively. [The power of empathetic leadership for a brandIn this article, I’ll guide you on the journey of integrating empathy into your marketing practices.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--47.png)CMO AllianceMiri Rodriguez![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/empathy-image-2.png)](https://www.cmoalliance.com/the-power-of-empathetic-leadership-of-a-brand/) This might differ by culture, but it's my strong belief that, especially virtually, some personal sharing helps build empathy and trust. If you're aware that someone's dog is sick, that's a good indicator of how they might be feeling that day about approaching work. Another piece of advice is to show care, not only to the people on your team but also to cross-functional partners. Empathy goes a long way and it can be learned and improved. It'll help you build meaningful one-on-one relationships that aren't just transactional. Empathy also comes into play when people make mistakes or when they have goals that might not be in line with yours. My advice is to give people the benefit of the doubt. At Meta, we had a saying: **“assume positive intent”**. When somebody acts in a way that you find jarring, seems to go against your interests, or contradicts what was agreed, first find some non-nefarious reasons for why they might have acted that way, and then have a conversation with them. During the pandemic, I kept reading that people were “Zoomed out” and didn't want any more meetings. My point of view is, yes get rid of mass meetings where the content isn't universally relevant for everybody, but prioritize one-on-ones and take the time to get to know each other. Especially when working remotely, I find it's important to set aside five minutes at the start of each conversation to catch up and figure out what's top of mind for the other person – not just how they're doing but how they're feeling. People are willing to share more than you think, and these little conversations go a long way in helping you build empathy, which in turn can drive mutual emotional trust. ***Editor's note:** *Harvard Business Review recently found that* [**leading with compassion has scientific benefits*](https://hbr.org/2023/02/leading-with-compassion-has-research-backed-benefits?ab=hero-main-text&ref=productmarketingalliance.com)**, like reduced burnout, higher retention rates, and job performance.* ### Alignment The next ingredient is sugar - or alignment. [Alignment](https://www.cmoalliance.com/proactive-approach-sales-marketing-alignment/) is about figuring out what people's goals are – both personal and professional. It’s about sharing your own and your department's goals and plans, then finding a way to bring them together to develop joint goals and ensure you're not pulling in two completely different directions. When you’ve figured out your own plans, ensure you also do joint planning with cross-functional teams. Seek to understand how the plans interact and where there are opportunities to execute together. I’ve found that alignment is difficult to achieve on a group call. Instead, what has worked for me is having one-on-ones with key stakeholders – aligned step by step – and then only having that final meeting to reconfirm everyone's commitment. This might be a big time commitment, but not only will you have stronger alignment at the end, but you'll also develop deeper relationships. Alignment is not a one-off. Yes, you should align on plans as part of your planning cycle, but as you move to execution, things might require readjustment. You’ll notice you might need realignment if you're surprised at another department's actions or if things aren't moving. ### Collaboration I find that tea tastes better with milk, or collaboration in our case. Once you're aligned, truly collaborate on the outcome – don't just work away on your own. For example, when collaborating with the marketing science team at TikTok, we set up a joint pillar that is aligned between both teams, and we have co-leads from marketing science and product marketing on the individual sub-pillars. The projects that these pillars tackle drive joint goals, which were set as part of the alignment process, and reinforce the commitment to these goals every day. At Meta, we had a thanks bot. At [TikTok](https://www.tiktok.com/@cmo.alliance), we have a similar tool that allows you to send recognition to your cross-functional colleagues with their manager CC’d. That goes a long way in rewarding collaboration. ### Unity Next, you need a cup for your tea, which represents unity. When presenting to sales, present as a united cross-functional team, rather than competing with each other. When presenting to clients, present as a united team with sales, rather than contradicting them. For external meetings, what I’ve found is that briefs help. Get sales to tell you what they want the outcome of the meeting to be and give you all the background information you need; then you can be the most effective. When sharing internally, lift each other up. Call out the great work of your cross-functional colleagues when you present and recognize their contributions, rather than claiming all the credit for yourself. This unity will increase sales’ confidence in you. [How Paula Catoira leverages cross-functional experienceJoin us as we explore how Paula Catoria’s journey empowers her to align teams, adapt to challenges, and create impactful marketing strategies.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--48.png)CMO AllianceAnthony Witherspoon![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Paula-Catoria-blog--1-.png)](https://www.cmoalliance.com/how-paula-catoira-leverages-cross-functional-experience-2/) ### Process Finally, you need a kettle to boil your water. This stands for the processes and structures you need to put in place for everything to work and be [sustainable](https://www.cmoalliance.com/cmos-sustainability-champions/). This can be documentation, a task force, regular meetings, mechanisms for conflict resolution, or working groups with joint goals that ladder up into each department's goals. For example, I like to document alignment and collaboration. That allows me to easily refer to the work that’s going on across the business. That can be a simple document where both departments put down their mission, vision, and goals, and you write down areas of collaboration and how you'll execute them. When working remotely across time zones, a process for acing collaboration is key. For example, in a previous role, I had global meetings on my calendar for 2 am my time in Australia. I value work-life balance, so the process we put in place was for me to leverage meeting docs to ask questions async and then watch back the recordings to see the discussion and get my answers. In addition, you can find someone to stand in and be vocal for you in meetings. For example, I had an ally in Europe that I caught up with one-on-one and who could represent APAC on my behalf. Another useful process is to provide regular update emails or instant messages for key projects to keep everyone in the loop. Once you've got all these components in place, you can take it one step further and lead and inspire cross-functional teams. ## The Teacup framework in action Now let's move on to a concrete example. In a previous role at Meta, I was leading our efforts on the future of data and privacy across APAC – all from my bedroom because this was at the height of COVID lockdowns. My cross-functional partners were spread across the region, especially Singapore and Japan. During that time, Apple started rolling out its app tracking transparency framework alongside iOS 14.5\. If you have an iPhone, you'll have noticed that you're now being asked whether you want apps to track you or not. What looked like a simple change to consumers had a significant impact on the personalization that was possible through digital advertising, and it required a lot of preparation. [How CMOs can facilitate alignment between sales and marketingWe sat down with seasoned marketing veteran Kelly Hopping to find out exactly how you can put actionable strategies in place so you can have your sales and marketing functions running along in sync.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--49.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Kelly-Hopping-CMO-1-1.png)](https://www.cmoalliance.com/aligning-sales-and-marketing/) We needed to prepare sales teams and advertisers, share actions for them to take, and answer countless questions in a highly uncertain environment. We also had to instill a change management mindset. Any guidance we gave one day could change dramatically the following day, with new information from Apple coming in and global teams making decisions or changing course. iOS 14.5 touched many different cross-functional teams, so I had to be closely aligned with their leadership. I built a first draft for a joint plan, then looked for input from cross-functional leaders. I also had to bring on board people from each function whose help I needed for the execution. This was not a one-off. Because the whole launch was dynamic and we would receive new information from Apple regularly, we had to be flexible and realign as needed throughout. To prepare for the change and the rollout, I set up an APAC-wide cross-functional task force including marketing science, solutions engineering, legal, technical product support, partnerships, sales, learning, and more. We ran external webinars, weekly internal workshops, and bimonthly training, and kept sales leadership in the loop through weekly updates. As a cross-functional team, we had weekly meetings leading up to the launch, in which we'd realign, report on what our functions were doing, keep track of joint targets, and plan activations. We also had to ensure that communication was clear and each cross-functional stakeholder knew what to do. On top of this, we prepared an APAC mission control model for what would happen once Apple launched the change because we didn't have a clear date. Once mission control kicked in, we ran daily stand-ups during and post-launch with all key cross-functional representatives. We also scheduled joint office hours with sales to ensure APAC questions got addressed, and when necessary, we shared that with the global teams. So how did I apply the Teacup framework in this case? Well, I built **trust** through regular one-on-ones with each of the leaders – not just talking about work, but also sharing openly – and by being a good reliable partner. I was completely **transparent** with the information that came down through my department, which then encouraged transparency from other departments, giving us a full picture on the regional level. In my catch-ups with other departments and with sales, I showed **empathy** by emphasizing that we were all in this together. This was a big challenge with tons of uncertainty, but we were up for the task. Also, this happened during COVID, so everyone was going through a lot and I always needed to be mindful of how I communicated. I built **alignment** by drafting a plan and then getting input from cross-functional leaders that we all signed off on and adjusted as needed. We **collaborated** closely and shared credit across all the different activations that we ran. For example, we had strong cross-functional representation across both internal and external Q&As. We showed **unity** in front of the sales team by coordinating closely on communication, aligning on a weekly basis, and supporting each other rather than trying to compete. All this was helped by a rigorous **process**, which we captured as part of the mission control model to bring as much structure as possible into the uncertainty. That’s it from me. I hope you learned something today and will find the Teacup framework useful. It's something to think through when you work with and lead cross-functional stakeholders. As for the example from the start – that shocking email – we connected and the relationship between our departments flourished after this incident. We put a plan together and we started collaborating, building trust, and supporting each other. It was a great learning experience – like everything that goes wrong in life. --- *If you haven't already, download the* [*AI for Marketing Leaders ebook*](https://www.cmoalliance.com/ai-for-marketing-leaders-ebook/) *to get inspired by real-world case studies, get strategies for building your AI tech stack, know which mistakes to avoid, and more.* [AI for Marketing Leaders eBookThe impact of artificial intelligence on the marketing industry is multifaceted and profound – and marketers in leadership positions are at the forefront of this transformation. To stay ahead, businesses must integrate AI into their strategies to enhance personalization, predict customer behavior, and scale content creation like never before. Our AI![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--50.png)CMO AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_AI_Marketing_Leaders_eBook__Blog-2.png)](https://www.cmoalliance.com/ai-for-marketing-leaders-ebook/) ### How to use emotional storytelling in marketing URL: https://www.cmoalliance.com/story-masters-4-emotional-connections-in-brand-stories/ Last updated: 2026-03-03T16:19:41.000Z As a CMO, I firmly believe that the emotional side of storytelling – *“pathos*” – is incredibly important for connecting with audiences on a human level. Even back in elementary school, you probably noticed that the kids who got the best grades weren't necessarily the ones that studied the most, but the ones who were most persuasive in their speech. It's not always the content that we pay attention to; it's the way that it's delivered and the emotions that are conveyed through any message. In today's society, emotional advertising has become increasingly popular and expected. [People want to feel emotionally engaged with our brand messaging](https://www.cmoalliance.com/the-power-of-empathetic-leadership-of-a-brand/) and content. To evoke those feelings, I advise balancing pathos with logos – the rational, logical side of your argument. For me, storytelling doesn't just mean emotions. [Storytelling means persuasion](https://www.cmoalliance.com/story-masters-2-the-structure-of-great-brand-stories/), but in order to be persuasive, you need to have a solid argument – logos – and that starts with making sure that your argument doesn't have any holes in it. In other words, if you're promising something, your product needs to deliver it. Consider the case of Theranos – they did an incredible job with emotional storytelling around saving the world with just a drop of blood. However, from a logical standpoint, the product didn't deliver, so it was destined to fail. The emotional and the rational need to go in parallel. ## Building customer trust through Ethos Beyond pathos and logos, ethos – the moral philosophy and credibility behind your brand – is critical for building audience trust. I emphasize that overpromising and underdelivering is one of the fastest ways to destroy a brand's ethos. You don't want to be the next Theranos. You don't want to be the next FTX. All those cases are related to brands that didn't look into the rational foundation of what they were promising. Ethos extends beyond just words into action and behavior. Brands must ensure their values align with their [habits and decisions](Your micro-level brand purpose Gastón Tourn, CMO of Appear Here, joined us again to talk about keeping your messaging and storytelling focused on human beings and how your brand impacts them. He calls this your “micro-level brand purpose” and you can read all about what we discussed below. https://www.cmoalliance.com/your-micro-level-brand-purpose/) across the entire organization. Ethos is all about making sure that your brand personality has clear moral values and, most importantly, making sure that set of values is communicated through your habits, attitude, and behavior. It's not just about words; it's about what you do. ### Avoiding performative activism One key area where brands often struggle with ethos is around social and political issues like LGBTQ+ rights or racial equality. I warn against "performative" support that’s shallow or misaligned with a brand's actual practices. A lot of brands get this wrong. You see it all the time during Black History Month and Pride Month. Many brands [do performative support](The problem with purposewashing for CMOs and brands Struggling to ensure the values you claim to support match what your organization actually does? Greg Ricciardi joined us to discuss why disingenuous brand purposes are harmful to brands, their customers, and society as a whole. https://www.cmoalliance.com/the-problem-with-purposewashing-for-cmos-and-brands/) during those moments, but it's not going to get them very far. People spot it very quickly when that support is purely performative and there's no real commitment to standing for those values. A recent example was brands sponsoring the 2022 World Cup in Qatar, despite Qatar's human rights violations against the LGBTQ+ community. Especially now with social media, it's easy for audiences to see any disconnect between a brand's words and actions. 💡 Your FREE career-boosting toolkit from the world's top companies awaits. [Become an Insider member today](https://www.cmoalliance.com/#/portal/). ## Cathartic storytelling payoff Finally, I emphasize the importance of providing a satisfying catharsis – an emotional payoff or resolution – at the climax of your [brand storytelling](https://www.revenuemarketingalliance.com/how-to-build-emotional-connections-through-b2b-brand-storytelling/). Catharsis is important because in most brand communications you're using emotions to connect with your audience. You need to know how to relieve that; otherwise, it can become too intense. People can go through sadness and happiness, but at some point, they need that moment of relief to go back to their everyday lives. Without that emotional release, audiences can be left feeling unsatisfied, frustrated, or disconnected from the story. Crafting a cathartic ending is key to leaving a lasting emotional impact. No one watches a movie that has a bad ending twice. Endings are how you create an emotional connection with a film. When you're walking out of the theater, you talk about how amazing the ending was. By balancing pathos, ethos, logos, and catharsis, brands can tell resonant, emotionally engaging stories that build real audience connections. As I advise, great creativity always tries to break some rules, but don't break all of them at once because that's going to make it very hard for people to understand what you're doing. ## What’s an example of emotional brand storytelling? One excellent example of emotional storytelling is the[ Spotify ad from Valentine's Day 2016](https://econsultancy.com/three-reasons-to-appreciate-spotify-s-latest-data-driven-ad-campaign/) that said "Dear person who played 'Sorry' 42 times on Valentine's Day, what did you do?" This ad brilliantly conveys emotion through implication and connects with the audience by allowing them to fill in the gaps. The ad doesn't explicitly state what happened, but it paints a vivid picture through the subtle emotional cue of someone listening to the song "Sorry" repeatedly on Valentine's Day. We can infer that this person likely did something to upset their partner. However, Spotify leaves the details to the viewer's imagination, engaging them in the storytelling process. The genius is in the execution – by only providing the emotional conclusion "Sorry" without the full premises, Spotify makes the viewer feel smart for connecting the dots themselves. As Aristotle taught, persuasion is most powerful when you state the conclusion and let the audience infer the argument. This taps into the emotional pathos by letting people empathize with the situation in their own personal way. Yet the ad still has a solid logical foundation (logos) by being based on actual listening data trends Spotify observed. So it balances emotional resonance with rational credibility. This ability to marry pathos and logos through ingenious implication is masterful emotional storytelling that any brand could learn from. ## What are the benefits of emotional marketing? A: The benefits of leaning into emotional storytelling and marketing are numerous from my perspective as a CMO. Fundamentally, [human beings](https://www.revenuemarketingalliance.com/from-b2b-to-b2h-building-customer-connection/) are emotional creatures – we don't just process information in a purely rational way. Emotions play a pivotal role in how we perceive messages and make decisions. While logical arguments and facts certainly have their place, emotional resonance allows you to truly captivate your audience on a deeper, more visceral level. As Aristotle taught, persuasion requires a balance of logos (logic) and pathos (emotion). Overly functional, dispassionate advertising is dry and forgettable. But marketing that artfully wields pathos connects with people's feelings in a way that rational messaging alone cannot. I often see the strongest impact when emotional beats harmonize with and reinforce a solid rational foundation. The logic makes the message credible – "this makes sense." But the emotional pathos is what makes it resonate – "I feel this on a gut level." Used judiciously, emotion exponentially heightens the persuasive power of your communications. There are also larger cultural forces at play here, particularly in Western markets. Emotional advertising that fosters human connections has become much more prominent and expected by modern consumers. They now anticipate being emotionally engaged by brand narratives and content. Fail to tap into those emotional drivers, and you risk appearing soulless and disconnected from your audience. Of course, emotion for emotion's sake is the path to bathos – overblown melodrama that becomes cringeworthy or unintentionally funny. The feelings must stem from an authentic truth about your brand's role and values. When executed with authenticity and balance, however, emotional storytelling allows you to create far richer, stickier connections that transcend transactions. So in summary, the benefits of emotional marketing are: Heightened persuasive impact, deeper audience resonance, meeting modern expectations, and forging more meaningful bonds with customers. Just take care to counterbalance rational logic and truth – because pathos without logos quickly devolves into pathetic pandering. ## How do you actually make a marketing story emotional? The key to infusing emotion into your marketing storytelling is tapping into the human element – creating narratives that resonate with people's visceral feelings and life experiences. As Aristotle taught, persuasion requires pathos alongside logos. Dry, purely rational messaging fails to captivate on an emotional level. One impactful technique is to leverage powerful sensory details and emotional cues that allow your audience to immerse themselves in the story beats through their own lenses. Don't spoon-feed the entire emotional arc – provide evocative premises that prompt people to fill in the rest using their imaginations and personal contexts. When they connect those dots themselves, there's a deeper sense of investment. The Spotify "Sorry" ad is a brilliant example of this. By implying an emotional scenario through subtle details like the repeated song choice, Spotify hooked viewers into vividly imagining the real human story behind it through their own eyes. That's far more powerful than bluntly stating the event details. You can layer in emotional punches through subtle symbolism, character actions, visual metaphors – all manner of showing rather than telling. But it must always stem from an authentic human truth about your brand's role and ethos. Random melodrama for its own sake just comes across as pandering or pathetic. Like any compelling narrative, there needs to be an underlying logical argument grounding the emotional resonance – Aristotle's logos balancing the pathos. The emotions provoke engagement, but the rationale lends credibility. Fashion a persuasive through-line of emotional beats that harmonize with your brand's real substance and values. Most importantly, build towards an emotional catharsis or release for the audience. Arouse feelings scene by scene, then resolve them in a culminating way that leaves people feeling cleansed and satisfied, even if tinged with lingering sentiments. An abrupt non-ending is deeply unsatisfying. Emotional storytelling is a journey, not a jump-scare. In essence, tap into the universal human experiences we all intuitively understand. Spark imagination through smart implication and authentic emotional truth. Then take your audience on a rhythmic, multi-sensory journey that earns its cathartic payoff. That's the recipe for storytelling that forges true heart connections. ## Learning from Storytelling Masters To improve as storytellers, I recommend reading masterful works of fiction that showcase expert use of these storytelling techniques. A few books I love are: [Into The Woods by John Yorke](https://www.johnyorkestory.com/about/the-book/), a screenwriter, has some of the most useful advice I've read on storytelling structure and techniques. [One Hundred Years of Solitude by Gabriel García Márquez](https://www.goodreads.com/book/show/320.One%5FHundred%5FYears%5Fof%5FSolitude) is an amazing example of balancing logos and pathos through magical realism. The story goes to weird, fantastical places, but always remains grounded and believable. [Hopscotch by Julio Cortázar](https://www.goodreads.com/en/book/show/53413), my favorite Argentine author, is defined as "the anti-novel." It plays with and breaks conventions around sequential reading and narrative structure in brilliant ways. Reading great fiction is the best way for marketers to understand on a gut level how brilliant storytelling works. We can learn so much from the masters about creating emotional connections through our brand stories. --- **Looking for other ways to enhance your storytelling abilities? Our** [**Storytelling Certified: Masters**](https://www.cmoalliance.com/learning/on-demand/storytelling-certified-masters/) **course is the perfect place to start.** --- **Got stories on being a marketing leader to share? Join a global network of CMOs on the** [**CMO Alliance Community Slack**](https://www.cmoalliance.com/join-the-community/) **channel.** ### An inside look at Liquid Death's marketing strategy URL: https://www.cmoalliance.com/liquid-death-a-marketing-case-study/ Last updated: 2025-08-26T13:29:16.000Z Having a product that is identical to your competitors' generally isn’t a good thing. But what if this can’t be helped? The bottled water market is a [300 billion dollar industry](https://www.grandviewresearch.com/industry-analysis/bottled-water-market#:~:text=The%20global%20bottled%20water%20market,accessibility%2C%20and%20robust%20production%20innovation.), but every single one of these contains an almost, if not fully, identical product. In markets like this, marketing and [branding](https://www.cmoalliance.com/how-brand-drives-revenue/) become the be-all and end-all. If you want the best example of this then look no further than the brand that managed to disrupt the bottled water industry, otherwise known as Liquid Death. ## There’s always an angle If you were to think of an exciting product from a marketing perspective, bottled water would probably be the last thing on your mind. The product itself could even be described as bland and boring. I mean, nobody's favorite drink is water! From a branding and marketing point of view, efforts to sell water are generally unimaginative. Brands rely on tactics such as sponsorship opportunities and celebrity ambassadors. For example, Evian has been the [official water of Wimbledon](https://www.evian.com/en%5Fgb/wimbledon-sponsorship/) since 2008. In fairness to marketing teams within water brands, you could be forgiven for looking at the product and thinking, what can be done with that? While this may seem like a fair assumption, it’s one that should never, ever be made in marketing. Even with a product as dull as mineral water, there’s *always* an angle. Liquid Death may just be the best example of this we’ve ever seen. [How to build brand awarenessLearn how to build brand awareness from revenue marketers who have been there and done it, including budget allocation, metrics, and more.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--91.png)Revenue Marketing AllianceHannah Wesson![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Framework_Tiles_awareness-3.jpg)](https://www.cmoalliance.com/brand-awareness/) ## How big is Liquid Death? If you are in any doubt about the size and success of Liquid Death, the brand is valued at [over one billion dollars](https://www.forbes.com/sites/marcuscollins/2024/03/20/liquid-deaths-billion-dollar-valuation-underscores-the-power-of-brand/). Last year, they brought in [$263m in revenue](https://www.marketingweek.com/ritson-liquid-death-product/) thanks to being [Amazon’s top-selling still water brand](https://www.cnbc.com/2022/11/26/liquid-death-ceo-mike-cessario-we-chose-the-dumbest-possible-name-for-water.html). You get the picture, they’re a big, big deal. But how did they get to this point? In short, they got there by being different. It’s almost as if the brand looked at its competitors, noted down everything they were doing and then set out on a mission to do the exact opposite. From product packaging, to target audience, the rebellious drink company have well and truly ripped up the rulebook when it comes to branding and marketing the [most consumed beverage in the world](https://nawon.com.vn/top-10-worlds-most-consumed-beverage/). ## What makes Liquid Death unique? Let’s start with the name. I’d guess that if you asked every brand naming agency in the world to come up with a name for a startup company selling still water, none of them would arrive at Liquid Death. To be fair, it hardly screams water and is a million miles away from what would be considered a conventional name for a brand of water. Icelandic Glacial, Acqua Panna, and Aquafina are all examples of their competitors. Secondly, the packaging. Until the arrival of Liquid Death, still water came in a clear, plastic bottle. Liquid Death’s offering comes in a metal can akin to an alcoholic beverage. Again, a decision that would leave top agencies around the world pulling their hair out and asking why on earth you would want a still water product to resemble a a can of lager. Moving on to the target audience, gamers probably wouldn’t be at the top of any health brand’s lists when it comes to marketing. After all, they all prefer sitting in darkness for 18 hours a day living off a diet of microwaved pizzas and energy drinks, right? Obviously not. There are [3.2 billion gamers in the world](https://academyofanimatedart.com/gaming-statistics/#:~:text=There%20are%203.2%20billion%20video,and%201.17%20billion%20play%20online.&text=The%20number%20of%20people%20who,and%20enjoy%20their%20leisure%20time.) yet water brands were completely ignoring them. Liquid Death didn’t though, they went the opposite way and partnered with the leading game, [Call Of Duty](https://liquiddeath.com/en-gb/pages/petu?srsltid=AfmBOooTktwb19V2qpu4NQxrEbt3F5lJDFEpgCsiMl%5FXwCxocTh%5F2EBH). Once you're aware of their [target audience](https://www.cmoalliance.com/what-is-targeting-in-marketing/), the rest of the brand starts to make a lot more sense. It’s essentially water for young, rebellious adults. The dark grungy nature of the packaging and the aggressive tone from straplines like “Murder your thirst” are far more likely to appeal to young gamers than some over-romanticized water that was sourced from the glaciers of Everest. ## What can we learn from Liquid Death? ### Be different, not better Whether Liquid Death is better than competitors, in terms of product or marketing, is open to interpretation. But what’s not up for debate is the link between their originality and success. In today’s digital world, consumers are bombarded with marketing. A short scroll down any of your social media feeds will highlight just how many brands are vying for your attention. As a result, simply standing out has never been more important, which surely begs the question, in 2024, is it better to be different than it is to be better? ### The end of brand guidelines? Liquid Death hates corporate marketing. That’s not my opinion, it’s the opinion of their VP of marketing who is on record [stating](https://www.prweek.com/article/1815286/distrust-corporate-marketing-inspires-liquid-deaths-zany-partnerships), “We kind of have this deep distrust of corporate marketing”. It’s an opinion that shines through in their marketing efforts. They’re out there and frankly don’t care for corporate guidelines, nor do they care what’s expected of a company selling water. As mentioned already, it’s as if the company ripped up the branding rulebook before creating the brand. Should we all be doing the same? It probably differs from industry to industry in truth, but there’s certainly a debate to be had on whether our desire to be “on brand” has gone too far. ### Never assume Possibly the best lesson to learn from Liquid Death’s success is that we should constantly question our own beliefs. We’re all guilty of making presumptions and generalizations but when it comes to marketing, this can be a grave mistake. Being a gamer and having an interest in health and fitness aren’t mutually exclusive. Yet our presumptions would lead us to believe they are. It’s a mistake that probably rears its head in several other industries too. Are all [79 million vegans](https://soylent.com/pages/vegan-statistics#:~:text=The%20number%20of%20vegans%20worldwide,from%2014.5%25%20to%2016.5%25.) animal lovers? Are all [1.6 billion TikTok](https://www.charle.co.uk/articles/tiktok-statistics/#:~:text=TikTok%20has%20almost%201.6%20billion,%2C%20Meta%2C%20BeReal%20and%20more.) users under the age of 25? > [@revenue.marketing](https://www.tiktok.com/@revenue.marketing?refer=creator%5Fembed) ## Final thoughts While there’s still a place for what could be classed as conventional marketing, Liquid Death is a perfect example of how being radically different to your competitors can be extremely effective. Even when selling a product as plain as bottled mineral water, the brand has found a way to disrupt a 300-billion-dollar industry. Yet the tactics and [strategy](https://www.cmoalliance.com/11-growth-strategies-you-can-apply-to-your-business/) employed by the brand would never be found in a marketing textbook, and they probably wouldn’t be taught at any leading business school. Maybe the most important lesson from Liquid Death’s meteoric rise is to start any campaign or research by looking at your competitors – only then will you be able to find a way to differentiate your own brand. --- *If you haven't already, join our* [*Slack community*](https://www.cmoalliance.com/join-the-community/) *to start networking with other revenue marketers like yourself, get answers to all your questions, stay on top of the latest content, and so much more.* [Community | Revenue Marketing AllianceWhat’s the best resource for Revenue marketers? Other Revenue marketers of course! You can find a network of them right here, by joining our community.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--93.png)Revenue Marketing AllianceRevenue Marketing Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Meta_Image_Template-1.png)](https://www.cmoalliance.com/join-the-community/) ### The rise of B2B micro-influencers URL: https://www.cmoalliance.com/the-rise-of-micro-influencers/ Last updated: 2025-06-23T08:03:03.000Z Influencer marketing is one of the hottest topics in the marketing world right now, which isn't surprising considering [it's worth $24 billion USD](https://www.statista.com/statistics/1092819/global-influencer-market-size/). It’s a fast-growing marketing channel that has proven results, with [74% of marketers claiming that influencer marketing](https://www.toprankblog.com/2021/01/b2b-influencer-marketing-stats/) improves customer and prospect experience with their brand. But for many brands, getting your products and services into the hands of influencers with millions of followers can be an expensive business. Fortunately, these high-profile influencers may not even be the best choice for your company. Enter the micro-influencer, influencers with a much smaller, yet often very dedicated and loyal following. These kinds of influencers have the potential to offer an amazing ROI for B2B brands. In this article, we explore the rise of the micro-influencer and why you should be investing in [influencer marketing](https://www.cmoalliance.com/5-examples-of-successful-influencer-programs/) as part of your marketing strategy. [Finding the right influencers for your brandInfluencer marketing has been picking up momentum in recent years. If you’re thinking of hiring an influencer for your B2B organization, check out these tips for picking the right one for your brand.![](https://www.cmoalliance.com/favicon.png)B2B Marketing AllianceHannah Wesson![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2022/02/Finding-the-right-influencers-for-your-brand.jpg)](https://www.cmoalliance.com/finding-the-right-influencers-for-your-brand/) ## High engagement rates It may surprise you to know that the more followers someone has on social media, their [engagement](https://www.cmoalliance.com/event-driven-marketing-turning-attendee-engagement-into-revenue/) rate actually decreases. It’s true! [A survey of 800,000 Instagram users](https://markerly.com/blog/instagram-marketing-does-influencer-size-matter/) revealed that as an influencer’s followers rose, their engagement rate (likes and comments) decreased, with micro-influencers shown to receive more engagement than mega influencers and celebrities. But, why? Well, it’s much more difficult to manage a community with over a million followers, and micro-influencers are in that sweet spot of having enough people to engage with, say, 10,000, but still being able to manage that community with their personal touch. Bear in mind too that the higher the follower count, the increased likelihood that many of those followers will be fake accounts, so you won’t even be gaining access to the entirety of a macro influencer's supposed reach. But micro-influencers are much less likely to have this problem, so you know that their followers are real and that the engagement is authentic. And, in fact, [micro-influencers have a 6% engagement rate on Instagram](https://sproutsocial.com/insights/microinfluencer-marketing/), while those with millions of followers have rates around 1.97%. ## Niche markets One of the reasons micro-influencers make such sense for [B2B](https://www.cmoalliance.com/the-fundamentals-of-b2b-marketing/) is that they have a grasp on specific markets where your audience is based. Once an influencer really starts to take off and become big, their followers will vary widely, coming from all sorts of locations and industries. Some may even just follow them because they’re a big name, not because they have any actual interest in the content they share. So even though micro-influencer don’t have millions of people to push content towards, they have a powerful voice in more niche marketers. They have a laser-focused fan base that follows them because they appreciate their expert knowledge in a specific field. If you can find micro-influencers that sit in the niche of your business, you’ll have access to a small yet very invested pool of potential customers. [5 tips to craft influencer media kits that seal the dealExplore five major tips that can help you start securing brand partnerships.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--100.png)Revenue Marketing AllianceTaher Batterywala![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Website_Article_Images_Author_Highlight--18-.png)](https://www.cmoalliance.com/influencer-media-kits-that-seal-the-deal/) ## More cost-effective The cost of influencers is always a consideration when implementing influencer marketing into your strategy. This is another factor where micro-influencers take the top spot. Big influencers and celebrities are a huge investment, and you may not have the resources available to dedicate to that kind of project. If you’ve got a strict [budget](https://www.cmoalliance.com/negotiating-marketing-budgets/), or you just want to dip your toe into the world of influencer marketing, then going with a micro-influencer is a great way to reap the benefits without the high price tag. In fact, some micro-influencers may collaborate with a brand in exchange for a product or service alone. So, with their potential for a much higher ROI than going with a bigger, more expensive influencer, micro-influencers truly are the cost-effective choice. ## Authenticity Probably the biggest pull micro-influencers have over those with larger followings is their authenticity. According to a study, [88% of respondents say they believe it’s important](https://morningconsult.com/wp-content/uploads/2019/11/The-Influencer-Report-Engaging-Gen-Z-and-Millennials.pdf) for influencers to be authentic and genuinely care about their interests. And a [survey asking people why they trusted influencers](https://www.edelman.com/research/trust-barometer-special-report-in-brands-we-trust) revealed that relatability was nearly twice as important as popularity, showing the true power influencers have when their audience views them as an authentic, reliable source. Today, more than ever, people have wised up to advertising and they hate being marketed at. So many brands are abandoning bigger influencers and celebrity endorsements in favor of micro-influencers, thanks to their smaller yet more dedicated following. These smaller influencers can deliver a more [authentic message](https://www.cmoalliance.com/8-ways-to-authentically-bring-your-companys-values-to-life/) to their trusted audience, and B2B brands can benefit from these intimate relationships. Micro-influencers rely on their authenticity to keep their followers engaged. They know that any inauthentic [content](https://www.cmoalliance.com/how-content-drives-your-growth-marketing-strategy/) will lose them followers, so they wouldn’t agree to work with a product or service they don’t believe in, as it would destroy their credibility. So, if they agree to promote your products, you know they’ll do it with a truly authentic message and their followers will believe it. [Dark social: Tracking and leveraging private sharingDark social is the content shared through private channels like instant messaging and email, making it extremely difficult to track and measure.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--101.png)Revenue Marketing AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Website_Article_Images_Doodles--12--1.png)](https://www.cmoalliance.com/dark-social-tracking-and-leveraging-private-sharing/) ## Easier to work with Micro-influencers are much easier to work with than bigger ones. When you go after huge influencers, there’s a chance you may never get a response due to how many requests they get for [collaborations](https://www.cmoalliance.com/cross-functional-collaboration-in-revenue-marketing/). Micro-influencers, however, will be more available, able to deal with things on the fly, and will have more flexibility in their plans. So, if there are any last-minute changes or alterations to a campaign, working with a micro-influencer will allow for more flexibility. ## How to choose micro-influencers So you’ve seen all the reasons why micro-influencers are a great choice, but how do you find the ones you want to reach out to? For some brands, it might simply be a case of looking through the accounts that regularly engage with your brand and reaching out to this dedicated segment of customers, since they are already acting as brand [advocates](https://www.cmoalliance.com/driving-brand-loyalty-and-customer-satisfaction/). However, you may want to break into a new market or expand your audience, so you'll need to look outside your current followers and identify specific micro-influencers without any affliction with your [brand](https://www.cmoalliance.com/the-importance-of-brand-experience-with-examples/). While searching, keep in mind the following: ### Their posts Get an impression of their account and the type of content they put out. Do they post regularly, does their style of posts and overall message match up with your brand? ### Followers Check out who follows this micro-influencer, as this will be who you’re [targeting](https://www.cmoalliance.com/what-is-targeting-in-marketing/) through your collaborative content. Take a look at who follows their accounts and see if this kind of audience represents your brand. ### Following You can also check out who they already follow, the kind of accounts they gravitate to, as this will give you a good idea of the kind of person they are, and what their preferences are, which can help inform your collaborative content strategy. ### Engagement Engagement is one of the biggest advantages of working with a micro-influencer, so make sure you check those engagement levels. Look at the likes and comments they receive on their posts, how active are their followers? As they’ll have fewer followers than bigger accounts, you need to ensure there’s a good amount of high-quality engagement on their posts. ## Micro-influencer revenue streams You can offer many different ways for micro-influencers to make money. Here are a few popular revenue streams for many influencers: ### Sponsored content You pay micro-influencers to create posts, videos, or stories featuring your products or services. Popular platforms tend to include Instagram, TikTok, and YouTube. For example, a fitness influencer promoting a protein powder in an Instagram Reel. ### Affiliate marketing [Affiliate marketing](https://www.cmoalliance.com/what-is-affiliate-marketing/) means that micro-influencers earn a commission for driving sales through affiliate links or discount codes. For instance, an influencer shares an Amazon link for your skincare product and earns a percentage of each sale. [What is affiliate marketing? Your complete guideAffiliate marketing is an efficient way for businesses to grow their reach and revenue and, if done correctly, it’s a win-win for both companies and affiliates.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--102.png)Revenue Marketing AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Website_Article_Images_Doodles--19-.png)](https://www.cmoalliance.com/what-is-affiliate-marketing/) ### Brand ambassadorships You can partner with influencers in the long-term, in which they consistently promote your products and services in exchange for payment or perks (like free products or monthly retainers). An example is when a micro-influencer becomes the face of a fashion brand. ### Social media takeovers You can pay micro-influencers to "take over" your [social media](https://www.cmoalliance.com/social-medias-influence-on-video-marketing/) accounts for a day to create engaging content, such as a food influencer managing a restaurant’s Instagram during a menu launch. ## Brands that work with micro-influencers ### Daniel Wellington The watch brand popularized the use of Instagram micro-influencers by gifting them products in exchange for content creation, a strategy that allowed them to reach wider audiences who were fashion-focused. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2024/12/Screenshot-2024-12-16-at-16.13.05.png) Source: [Daniel Wellington](https://uk.danielwellington.com/pages/become-an-ambassador) ### Glossier Glossier, a beauty brand, relies on micro-influencers who are loyal users to recommend products to their audiences, which helps them establish trust and a stronger presence on social media. ### HelloFresh Offering food and meal kits, HelloFresh partnered with micro-influencers to showcase their products in relatable, everyday settings (e.g., you might have seen your favorite YouTubers promoting HelloFresh before). These influencers help convey the ease and value of the service. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2024/12/Screenshot-2024-12-16-at-16.14.29-1.png) Source: [HelloFresh](https://www.hellofresh.com/about/influencer-program) ### Gymshark This meant teaming up with fitness micro-influencers who align with Gymshark's brand values, leading to authentic fitness content that resonates with more niche communities. ### Airbnb Airbnb partners with travel micro-influencers to showcase unique stays and experiences. People highlight local adventures that inspire their followers to book trips. ### Sephora Sephora’s [influencer programs](https://www.cmoalliance.com/5-examples-of-successful-influencer-programs/), like [#SephoraSquad](https://www.sephorasquad.com/), involve micro-influencers who create tutorials, reviews, and product highlights, helping to reach more beauty enthusiasts. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2024/12/Screenshot-2024-12-16-at-16.18.46.png) Source: [Sephora](https://www.sephorasquad.com/) ## Final thoughts The [ROI](https://www.cmoalliance.com/the-roi-of-content-marketing/) from micro-influencers will typically result in a high engagement rate with a more relevant base of customers. So when diving into the world of influencer marketing, consider by-passing macro-influencers and building up a good relationship with a micro-influencer with a dedicated following in your specific niche. **Curious to learn more about influencer marketing for B2B? Join the** [**Revenue Marketing Alliance community**](https://www.cmoalliance.com/join-the-community/)**!** [Community | Revenue Marketing AllianceWhat’s the best resource for Revenue marketers? Other Revenue marketers of course! You can find a network of them right here, by joining our community.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--99.png)Revenue Marketing AllianceRevenue Marketing Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Meta_Image_Template-1-2.png)](https://www.cmoalliance.com/join-the-community/) ### The ABCs of ABM: A step-by-step guide to success URL: https://www.cmoalliance.com/the-abcs-of-abm-a-step-by-step-guide-to-success-2/ Last updated: 2025-08-26T14:09:18.000Z *This article is based on* [*Akriti Gupta*](https://www.linkedin.com/in/akritig/)*’s insightful talk at the ABM Summit. As an RMA member, you can enjoy the complete recording* [*here*](https://www.cmoalliance.com/abm-summit-virtual-june-2024/?wchannelid=f5o9p7tah6&wmediaid=psetfwbunr)*.* --- There’s a lot of buzz about [account-based marketing (ABM)](https://www.cmoalliance.com/your-guide-to-abm/) these days. But what does it take to create a successful ABM program? In this article, I share insights from my journey – failures and all – on how to build, execute, and measure an ABM program that drives meaningful engagement and measurable growth. Here’s what you’ll learn: - **How to lay the groundwork for ABM success**, including defining objectives, setting up governance models, and building strong partnerships with sales. - **Why collaboration with sales is critical** and [how to align seamlessly across teams](https://www.cmoalliance.com/aligning-sales-marketing-to-achieve-successful-abm/) at every stage of your program. - **The key phases of ABM execution**, from [identifying target accounts](https://www.cmoalliance.com/importance-of-tiering-accounts-abm/) and crafting tailored campaigns to celebrating wins and sharing results. - **How to measure ABM’s impact**, focusing on reputation, relationships, and revenue, with shared [KPIs](https://www.cmoalliance.com/important-kpis-to-get-the-most-from-abm/) between marketing and sales. Whether you’re new to ABM or looking to refine your strategy, this article offers actionable tips and practical advice to help you succeed. Let’s dive in! ## ABM is a journey, not a quick fix Before we jump into the ABCs of ABM, it’s important to understand one key thing: **ABM isn’t something you can start doing overnight**. Unlike standard [marketing campaigns](https://www.cmoalliance.com/balance-data-and-creativity-for-effective-marketing-campaigns/) where you create content and see quick results, ABM requires patience and strategic planning. It’s a journey, not a sprint. You’ll need to lay solid foundations, pilot a few programs, and gradually scale from there. Trying to rush the process often leads to failure, as I learned firsthand while setting up ABM at Google Cloud. Building a strong foundation is critical – it’s what sets your program up for long-term success. ## ABM thrives on cross-functional alignment The second thing to keep in mind is that [ABM isn’t a solo effort](https://www.cmoalliance.com/your-guide-to-abm-team-structure-success/). Marketing might take the lead, but for the program to succeed, everyone – sales, leadership, and other stakeholders – needs to play a role. Cross-functional alignment is essential. Collaborating closely with your sales team, for instance, ensures that both teams are working toward shared goals. From aligning on high-priority accounts to maintaining open communication, this partnership is the cornerstone of a successful ABM strategy. ## The three phases of setting up an ABM program There are three key steps involved in creating and running a successful ABM program: 1. **Build**: This phase lays the foundation for everything that follows. It’s where you establish frameworks and expectations, define your strategy, and ensure everyone is on the same page before moving forward. 2. **Execute**: Here’s where the planning comes to life. This phase is all about launching your campaigns, deploying tailored outreach, and putting your plan into action. 3. **Share**: Celebrating wins, big or small, is essential. This phase involves reporting on progress, sharing outcomes with stakeholders, and gathering feedback to continuously improve. Now, let’s take a closer look at each phase. ### Phase 1: Build One of the most important steps in laying the foundation for a successful ABM program is getting buy-in from key stakeholders. Having executive sponsors from both sales and marketing on board can make a huge impact. At this stage, it’s also vital to set realistic expectations. As I’ve mentioned, ABM isn’t something you can rush. It usually takes around four to six months to launch a program, and during the first year, the focus should be on **piloting and learning** – not scaling. Scaling tends to come in year two, and even then, not every aspect of the program can scale. After all, ABM is meant to be bespoke, so what works for one account won’t necessarily fit another. Sharing your vision for how ABM will work, your go-to-market framework, and when people can expect to see results helps keep everyone aligned. [![Diagram titled 'Define ABM for your organization' featuring a pyramid with three layers representing ABM approaches: 1:1 at the top, 1:few in the middle, and 1:many at the base, supported by a Global Center of Excellence. Bullet points ask key questions about scope, focus, clustering accounts, timelines, and scaling.](https://lh7-rt.googleusercontent.com/docsz/AD_4nXfl4dhFFTDJ14XErkOYLNjLH6bGYPCvFVXNvW-0x_VinBGlcCWSb1A0OrujAMNmBPyzN-2CUNUqXmaOcLEcXxlCg7AbK2SgJ7cJwFbFtFM_F6UTucHowIJslGCeaPDPanLueY-r?key=3asbZbkajyeRGR2P2Ix_O4wA)](https://www.cmoalliance.com/the-abcs-of-abm-a-step-by-step-guide-to-success) A great starting point is defining what ABM means for your business. It might seem like everyone already knows what ABM is, but you’d be surprised – different organizations and teams often have very different interpretations. Contextualizing ABM to fit your company’s goals helps get everyone on the same page and ensures the program is set up for success. You should also take the time to dig into sales priorities and uncover industry and customer insights. This is key to shaping the program in a way that feels truly collaborative. #### Clustering accounts and staying focused If your ABM program involves a one-to-few approach, now’s the time to figure out how to group accounts. Will you cluster them by industry or perhaps by go-to-market strategy? The best approach depends on your business. A word of advice: try to avoid mixing new accounts with existing customers and aim to keep each cluster to **20–25 accounts at most**. It’s not always easy to settle on these limits with sales, but keeping clusters manageable will make your program run much more smoothly. _This post is for paying subscribers only._ ### Attracting and retaining top marketing talent URL: https://www.cmoalliance.com/attracting-and-retaining-top-talent-in-revenue-marketing/ Last updated: 2025-09-22T14:26:57.000Z How do you attract and retain top talent when even a slightly better compensation package can lure sales representatives and marketers away? This question may seem impossible to answer, but the solution is within your reach. Here are several ways you can improve your [acquisition](https://www.cmoalliance.com/a-beginners-guide-to-customer-acquisition/) and [retention](https://www.cmoalliance.com/what-is-retention-marketing-a-guide/) efforts to increase your chances of success. ## **How acquisition and retention affect marketing success** You can source and maintain the top talent in your field through strategic acquisition and retention. These individuals will work diligently to engage customers and drive earnings, helping your [revenue marketing](https://www.cmoalliance.com/your-guide-to-revenue-marketing/) department meet its return on investment goal. They can even help you outperform your competitors, ensuring your organization secures the most profitable accounts. The opposite is often true if your acquisition and retention efforts need to be improved. You will find [aligning marketing and sales](https://www.cmoalliance.com/marketing-and-sales-alignment-playbook/) efforts challenging if you cannot hire and retain talented individuals. Marketers can only effectively engage existing customers if sellers make practical promises. Most organizations in your field experience this problem to some extent. According to a 2022 survey of over 50 sales directors, [57% of business-to-business (B2B) sellers](https://www.mckinsey.com/~/media/mckinsey/business%20functions/marketing%20and%20sales/our%20insights/future%20of%20b2b%20sales%20the%20big%20reframe/future-of-b2b-sales-the-big-reframe.pdf#page=11) say they pay little attention to marketing department content because they feel it is too generic or unresponsive. This mismatch of priorities and strategies will impact account retention and employee satisfaction. As top professionals outgrow their roles, they will take their talent – and their earning potential – elsewhere. Although this knowledge seems unfortunate, it is helpful. The more you understand your situation, the better your chances of overcoming your problems. You must focus on attracting skilled hires and keeping current workers satisfied to ensure the longevity and success of your department. [9 retention marketing strategies that drive loyalty and repeat businessDid you know that a 5% increase in customer retention can lead to more than a 25% boost in profit? Let’s look at retention strategies that work.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--85.png)Revenue Marketing AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Website_Article_Images_Doodles--4--1-1.png)](https://www.cmoalliance.com/9-retention-marketing-strategies/) ## **The challenge of sourcing and retaining skilled staff** Dozens of variables can influence your team’s satisfaction with their titles, compensation structures and duties. Salary and commission are often the most significant driving factors because many sales liaisons accept job offers for their high earning potential. Your organization’s main problem may be that it trusts the wrong people – typically sales leadership or the accounting department – to develop compensation plans. Although [78% of sales representatives](https://media.trustradius.com/product-downloadables/G6/XQ/7WXJF159NZVN.pdf#page=5) trust compensation plans created by the revenue operations team, just 13% of organizations making under $30 million in annual revenue let revenue operations professionals take the lead. How do you get well-performing workers to stay? What appeals to candidates when they view your job listings? A marketing mismatch is another common reason acquisition and retention are challenging. You should view these domains as another type of marketing – how you sell your company to sales liaisons and marketers can make a huge difference. How you approach applicants and long-tenured team members should be uncannily similar to how you market to customers. Understanding the needs and desires of your industry’s top talent can help your human resources (HR) department form better strategies. [Leveraging data to improve your retention marketingRetention marketing focuses on engaging and delighting your existing customer base, ensuring they stay loyal and continue to generate revenue over time.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--86.png)Revenue Marketing AllianceLee Oakley![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Website_Article_Images_Author_Highlight-1-1.png)](https://www.cmoalliance.com/leveraging-data-to-improve-your-retention-marketing/) ## **How to attract professionals in revenue marketing** Employers can attract better talent in the revenue marketing field in several ways. ### **Provide compensation to reward sales teams** Applicants in this field often prioritize their future earning potential over other aspects of the position. Since [lead generation](https://www.cmoalliance.com/what-is-lead-generation-in-marketing-a-guide/) is time-consuming – and their role in revenue marketing all but guarantees sales – many expect to be compensated fairly. Typically, a residual commission structure that pays a percentage of a customer's recurring revenue is better than a flat rate for each sale, regardless of revenue. Compensation incentivizes success while rewarding high achievers, so decision-makers should consider it an investment. ### **Offer assurance AI will not replace them** AI can create sales copy, research potential clients, summarize meeting notes, reimagine a sales pitch or initiate a personalized conversation. Gartner predicts [60% of seller work](https://39731149.fs1.hubspotusercontent-na1.net/hubfs/39731149/gartner%5Fgenai%5Fcool%5Fvendor.pdf#page=2) will take place through these tools by 2028, up from under 5% in 2023\. It's not just employers – [66.7% of B2B buyers](https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-new-b2b-growth-equation) opted for digital systems over in-person interactions in 2021\. As traditional exchanges are phased out, sales representatives are left in limbo. Understandably, many professionals are worried they will be forced out of the revenue marketing industry. Potential hires need assurance [AI will support](https://www.cmoalliance.com/leveraging-ai-to-transform-online-content/) – not replace – them. Companies that offer this job security will gain a [competitive edge](https://www.cmoalliance.com/improve-revenue-win-rates-through-competitive-intelligence/) in recruitment. ### **Use happy employees to market the firm** Happy employees are the best marketing. Management should ask the most content or longest-tenured employees why they find their roles so fulfilling. Finding out why they accepted the job offer and what made them stay helps the HR department. Talent acquisition professionals who know what is likely happening inside a candidate’s mind can better engage. Knowing precisely where, when, and who to target increases the chance that individuals will accept job offers. [Building a diverse and inclusive revenue marketing teamDiverse and inclusive marketing teams aren’t just a matter of social responsibility – they also make strong business sense.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--88.png)Revenue Marketing AllianceHeather Hurd![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/building-an-inclusive-team-2.jpg)](https://www.cmoalliance.com/building-diverse-and-inclusive-revenue-marketing-team/) ## **How to retain professionals in revenue marketing** Retaining top talent in [revenue marketing](https://www.cmoalliance.com/revenue-marketer-role-in-marketing/) can help guarantee client satisfaction and long-term growth. There are several ways leaders can keep their staff from seeking work elsewhere. ### **Develop upskilling and reskilling programs** The revenue marketing skill set is changing as digitalization takes center stage. Therefore, professionals engaging with them should work on their openness. Sales representatives and marketers who believe they will not get these essential soft skills in their current roles will seek employment opportunities elsewhere. Organizations should offer [upskilling and reskilling](https://www.cmoalliance.com/driving-growth-key-revenue-marketing-skills-and-strategies/) programs to convince them to stay. ### **Have the Chief Revenue Officer offer guidance** A good boss can make almost any job enjoyable. This truth bridges business hierarchies, departments, and industries. Directors, executives, and chief officers should lead by example and foster a good work-life balance. The chief revenue officer, executives, or whoever is in charge of the revenue marketing team should provide strategic direction and personalized guidance to employees. Their work should drive the company’s mission while supporting representatives. ### **Clearly outline career growth opportunities** In revenue marketing, many leaders believe sales and marketing professionals do not need ample career development opportunities. Their reason is that the candidates took the job for its high earning potential. [How ABM can drive results and power your marketing careerIs account-based marketing the key to career growth? Learn top strategies for leveraging ABM to drive revenue and enhance your role as a marketer.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--89.png)Revenue Marketing AlliancePhilippe Ruttens![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Sharing_Article_Images_Author-Text--7--1-1.png)](https://www.cmoalliance.com/how-abm-can-drive-results-and-power-your-marketing-career/) However, this perspective overlooks the importance of transparency in career progression – a crucial factor in employee satisfaction, as, according to one study, [60% of respondents said](https://www.label-aid.com/resources/blog/how-labels-make-a-difference/) transparency was the most important trait in a brand. Even those who believe there is room for growth think natural progression is a direct trajectory from a representative role to a management position. In reality, many professionals want something different – meetings and administrative work cut into their commissions. Career development opportunities in revenue marketing should be varied and dynamic. Promotions and raises are just the start. Employers should offer larger accounts, [online certifications](https://certified.revenuemarketingalliance.com/course/revenue-marketing-certified-core), formal degree programs, or networking events. ### **Secure employee buy-in before integrating AI** Many B2B businesses are adopting AI. It can [improve outreach by a factor of 10](https://www.inc.com/max-greenwald/where-humans-fit-into-an-ai-sales-world.html), making marketing one of its top applications. Notably, while many firms intend to use this technology, many have not fully implemented it yet. Securing employee buy-in before proceeding with implementation is crucial. According to Deloitte, [nearly 40% of leaders](https://www2.deloitte.com/content/dam/Deloitte/us/Documents/consulting/us-state-of-gen-ai-report.pdf#page=10) who rate their organization’s AI expertise very high say they trust adoption. The 38% who rate it lower mainly feel uncertainty. ## **Improving your strategies enhances revenue marketing** While the goal of revenue marketing is clear, achieving it is typically easier said than done. However, with the right team members, you can substantially increase your chances of success. Consider implementing these [acquisition](https://www.cmoalliance.com/customer-acquisition-in-the-marketing-mix-strategies-for-sustainable-growth/) and retention strategies to increase your odds of attracting and retaining the top talent in your industry. --- *With the* [*Marketing Attribution eBook*](https://www.cmoalliance.com/the-marketing-attribution-ebook/)*, you can turn marketing attribution from a challenge into your competitive advantage.👇* [The Marketing Attribution eBookReal-world data combined with expert insights in a simple eBook to give you the roadmap for scaling your marketing attribution efforts.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--90.png)Revenue Marketing AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Marketing-attribution-eBook-revenue-marketing-alliance-1-13.png)](https://www.cmoalliance.com/the-marketing-attribution-ebook/) ### How purpose-driven marketing drives ROI with Chloe Petherick URL: https://www.cmoalliance.com/how-purpose-driven-marketing-drives-roi-with-chloe-petherick-video/ Last updated: 2025-06-16T11:51:21.000Z --- ### Bulk SMS marketing: What is it and how do you get started? URL: https://www.cmoalliance.com/bulk-sms-marketing-what-is-it-and-how-do-you-get-started/ Last updated: 2025-08-26T14:50:13.000Z Three hours and fifty minutes. That’s the [time people spend](https://www.emarketer.com/content/connected-device-time-spent-2023), on average, on their mobile devices every day. So, naturally, one really effective way to reach them is by SMS, which, if you didn’t know, has an amazing [open rate of 98%](https://www.crazyegg.com/blog/sms-marketing-program/) – a lot higher than the average email open rate ([25% to 41%](https://blog.hubspot.com/sales/average-email-open-rate-benchmark)). So, are you making the most of this marketing channel? ## **What is bulk SMS marketing?** Bulk or mass SMS marketing is a direct marketing strategy where you send promotional or informational messages to customers and/or potential customers via text messages (a.k.a., SMS). It’s a fairly cheap, fast, and engaging way to communicate with people. It’s no wonder, then, that the SMS marketing industry is forecasted to reach [US$9.96bn in revenue by 2030](https://www.grandviewresearch.com/industry-analysis/us-sms-marketing-market). You can use bulk SMS to promote your products and services, announce discounts, sales, or offers, send reminders or alerts, share [personalized messages](https://www.cmoalliance.com/the-importance-of-personalization-in-digital-marketing/), like birthday greetings, and so much more. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXfMCvCD2HIICmbiJXowG_Irl3ysLPQbRjyyILY60jZvPmNQ0qOn4Vd3X7CpWzbDsAxMO1qIEp_Xz5GQRHCjL3MZG2dk3ewcRvajIHM1RIH12-ZSBvQnSQsEjl3G9EpvpvSyUQbbdA?key=UvUyWDqxY7zYaDrWRI7bjys7) Source: [Message Media](https://messagemedia.com/uk/blog/5-examples-of-easy-sms-marketing/) ## **Why use mass SMS marketing at all?** A [consumer survey from Klaviyo and Recharge](https://www.klaviyo.com/uk/blog/sms-marketing-statistics-europe) (a prepaid and branded payments platform) found that text messages are driving purchases in Europe, with 74% of European shoppers buying a product after receiving a text from a brand. This survey also found that the top five SMS people want to receive more often are: 1. Shipment and delivery confirmations (48%) 2. Coupons or promotional codes (42%) 3. Order confirmations (37%) 4. Birthday deals (37%) 5. Promotion and sales announcements (31%) So, it’s clear that SMS isn’t going anywhere and, in fact, it’s still a key element of many marketing campaigns. On top of this, SMS has really **high open rates**, as we mentioned above, making it a great choice for urgent communications, as well as a **wide reach**; after all, SMS works even for people who don’t have smartphones or internet access. If you’re working with a limited marketing budget, opting for SMS marketing is **cheaper** than, for instance, cost-per-click advertising, which can cost upwards of hundreds or thousands of dollars depending on keywords. With SMS, you’re also reaching thousands of people simultaneously with the same amount of dollars (or cents). There are many things that impact the cost of mass SMS marketing, such as message type, text length, and number of messages sent. You can **tailor messages** to include the recipients’ name, preferences, purchase history, and more, which helps you to deliver a personalized experience – with [71% of consumers expecting personalization and 76% getting frustrated](https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying?ref=revenuemarketingalliance.com) when they don’t get it, this is an obvious must-have. [The importance of personalization in demand gen for retailersWhat sets one retailer apart from another in today’s crowded market? The answer lies in demand generation.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--115.png)Revenue Marketing AllianceEleanor Hecks![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Website_Article_Images_Author_Highlight--1--2-3.png)](https://www.cmoalliance.com/the-importance-of-personalization-in-demand-generation-for-retailers/) Additionally, mass SMS marketing often achieves [**click-through rates (CTR) of 19%**](https://persuasion-nation.com/sms-marketing-statistics/) or more, indicating high levels of customer engagement. Another important benefit of SMS marketing is that you can use it for loyalty and [referral programs](https://www.cmoalliance.com/how-to-build-a-customer-referral-program/), exclusive deals, or quick updates that’ll keep customers not only engaged but also [**returning to your business**](https://www.cmoalliance.com/9-retention-marketing-strategies/). SMS also **integrates well with other marketing tactics**. For example, you can send a text to remind people of an email or direct them to your website. > *“\[Marketers\] have found that it’s a best practice to have their SMS messages work cohesively with the email messages that they are sending out. They are taking this approach to avoid customer confusion and ensure that they aren’t sending out too many messages and annoying their customers. Midsize companies have found that they have had the best outcomes when sending out short, simple, to-the-point call-to-action SMS messages alongside their longer-form emails to their customers.* > *“Companies are also utilizing technology to help personalize, automate, and craft messages to their customers to save time and make sure that their messages are best positioned to win over their customers.” –* [***Engage, Convert, Repeat: The Winning Formula of SMS and Email Marketing***](https://hbr.org/sponsored/2024/01/engage-convert-repeat-the-winning-formula-of-sms-and-email-marketing)***, a Harvard Business Review report*** While it can be challenging to track and measure [content shared through private channels like instant messaging](https://www.cmoalliance.com/dark-social-tracking-and-leveraging-private-sharing/), you won’t have the same problem with bulk SMS marketing because modern platforms provide delivery and engagement metrics that let you **measure how effective the campaign is**. ## **When should you use mass SMS marketing?** SMS marketing is best used when you need to send timely, concise, and highly engaging messages. The following list, while not comprehensive, can give you an idea of specific scenarios and situations where SMS can be most effective: ### **Urgent notifications** This speaks for itself; when you have a time-sensitive update or alert, you can use SMS to reach customers and keep them in the loop. For instance: - Flash sales: “50% off for the next 4 hours! Shop now: \[link\]” - Event updates: “Tonight's concert is moved to \[New Venue\].” - Delivery notifications: “Your package will arrive today by 3 PM.” > *“Emails are best used for very general promotions, while text messages are best used for more urgent information, such as a deal happening that day, because customers are more likely to read it in time. Text messages are also well-suited for communicating with customers about something important, when you already have an established relationship with that customer, such as upcoming appointment reminders.” –* [***Koen Pauwels, Professor of Marketing at Northeastern University in Boston***](https://hbr.org/sponsored/2024/01/engage-convert-repeat-the-winning-formula-of-sms-and-email-marketing)*.* ### **Limited-time promotions** This is similar to the above, since it also creates urgency and is meant to drive quick action. For example: “Last chance! 20% off ends tonight at midnight. Shop here: \[link\]”. ### **Appointment reminders** If you want to reduce no-shows and ensure your schedule is running smoothly, you might want to send out an SMS like: “Reminder: Your haircut appointment is tomorrow at 10 AM. Reply 'Yes' to confirm.” ### **Customer loyalty** Boosting engagement and loyalty is essential for any business, as you want to retain as many customers as possible. SMS marketing can help you with that. It can be used to maintain relationships and reward loyalty. For example, you can send out text messages that read: - “You've earned a $10 reward! Use it on your next purchase: \[link\]” - “Thank you for being a loyal customer! Here's 15% off just for you: \[link\]” [How brand perception drives unbreakable customer advocacy and loyaltyThe most successful brands foster powerful loyalty by tapping into something deeper – their customers’ perceptions, emotions, and values.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--79.png)Revenue Marketing AllianceNeha Pujari![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/How-brand-perception-drives-unbreakable-customer-advocacy-and-loyalty.jpg)](https://www.cmoalliance.com/driving-brand-loyalty-and-customer-satisfaction/) ### **Order and delivery updates** Bulk SMS marketing can be used to improve the purchase and post-purchase experience of your customers. So, send them a text of when their order has shipped and where it is at any given time, such as: “Your order #\[12345\] has been shipped. Track it here: \[link\]”. ### **Event reminders** Just like with appointment reminders, reminding people of an [event](https://live.revenuemarketingalliance.com/) they signed up for can help you to boost attendance. Examples of texts you can send include: - “Reminder: Your webinar on \[Topic\] starts in 1 hour. Join here: \[link\]” - “Your RSVP for \[Event Name\] is confirmed. See you at \[Venue\] on Dec 9.” ### **Personalized offers** SMS can be used for this if you want to increase sales through promotions tailored to (and, therefore, [targeted at](https://www.cmoalliance.com/what-is-targeting-in-marketing/)) your customers. For instance: - “Hi \[Name\], enjoy 10% off your favorite items today only: \[link\]” - “Exclusive deal for you: Buy 1, Get 1 Free on your next visit!” ### **Surveys and feedback** If you want to gather insights or improve customer service, what better way than to send out a link to a survey via SMS? Messages can read: “We value your feedback! Please rate your experience with us here: \[link\]” or “How was your recent visit to \[Business Name\]? Reply with 1-5 (5 = Excellent)”. ### **Seasonal campaigns** As the name indicates, SMS can be used during holidays or peak shopping seasons, such as Christmas. Texts like “Holiday special! 30% off sitewide this weekend only: \[link\]” can go a long way to convince people to make a purchase. After all, we’ve already seen that SMS can have open rates of 98% and CTRs of 19% or more, meaning people are actually opening the text messages and clicking on the links provided. ### **Retargeting customers** SMS marketing can be used to help you re-engage lapsed customers or recover abandoned carts, not just email marketing. Here’s an example of a couple of texts you can tweak: - “You left something in your cart! Complete your purchase now: \[link\]” - “We miss you! Come back and enjoy 15% off your next order: \[link\]” [Your guide to B2B email marketingEmail is one of the most powerful tools in a B2B campaign. Learn why it’s important, how to write a marketing email, best practices, and more.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--80.png)Revenue Marketing AllianceHannah Wesson![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/what-is-b2b-email-marketing-sharing-1.png)](https://www.cmoalliance.com/your-guide-to-b2b-email-marketing/) ### **Memberships and subscriptions** Keep subscribers easily informed about the status of their subscriptions with SMS. You can send out text messages when people sign-up for a service or when subscriptions are about to run out, which not only improves your customers’ experience, but it can also help you boost renewals. ### **Upselling and cross-selling** Bulk SMS marketing is also useful when you want to encourage people to try related products or services. For example: - “Love your recent purchase? Get 20% off matching accessories: \[link\]” - “Try our new \[Product Name\]! Free trial available now: \[link\]” ## **Best practices when using SMS marketing** SMS marketing is a powerful tool for reaching and engaging customers directly. Here are some best practices to help you make the most of it: ### **Build a high-quality subscriber list** Make sure that people have opted in to receive messages. You can use forms to collect phone numbers legally – a.k.a., complying with GPDR, CAN-SPAM, and others. This will also help you to build trust since you won’t appear as spammy or as a scam. ### **Personalize messages as much as possible** Sometimes, personalization isn’t easy, but you should always try to, at least, address customers by name and consider past behaviors and preferences when composing your [messaging](https://www.cmoalliance.com/how-to-nail-your-product-messaging/). This is because personalization helps you to engage people more easily, [boost customer experience](https://www.cmoalliance.com/key-trends-to-boost-customer-experience/), and increase conversions. ### **Keep it short** We all know attention spans have decreased a lot in the past few years, with the [average being 8.25 seconds](https://www.thetreetop.com/statistics/average-human-attention-span), which isn’t a lot… So, keeping your messages short and concise with a clear call to action (CTA) is essential. Of course, the standard SMS has a 160-character limit, or “[up to 70 if the message contains one or more Unicode characters (such as emoji or Chinese characters)](https://www.twilio.com/docs/glossary/what-sms-character-limit)”. Anything over this is automatically split into segments and re-assembled when received, which increases the cost of the messages. This means that keeping messages short is also the best thing to do if you want to reduce costs. [Email subject lines that actually drive higher open ratesMaster the art of subject lines that grab attention and boost click-through rates with our expert guide.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--81.png)Revenue Marketing AllianceBryony Pearce![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/How-to-write-a-subject-line-that-gets-click-through-sharing-1-1.png)](https://www.cmoalliance.com/how-to-write-a-subject-line-that-gets-click-through/) ### **Time them right** Mid-morning or early-afternoon tend to be more optional times when compared to other times of day. Sending messages out with this in mind helps you to keep people engaged. If you send them too early or late, or on holidays, there’s a chance people will get annoyed. ### **Provide value** This is obvious but worth repeating. Every text message you send needs to have a purpose, be it to offer an exclusive deal, remind customers of a standing appointment, or keep them updated on a product or service. People are more likely to stay subscribed if your messages benefit them. ### **Have clear CTAs** Not only do your messages need to have a point to them, but you should also include clear CTAs that direct people to take specific actions, like clicking a link, replying, or visiting your site. ### **Monitor message frequency** If you send a lot of text messages, people will be overwhelmed and frustrated, and can even opt-out or complain. So, to avoid this, send about 4 to 6 messages per month max (though this might depend on your industry and audience). ## **Some use cases for mass SMS marketing** Mass SMS marketing is versatile and not limited to a handful of industries – it can be effectively used across several markets to achieve different goals. Here are some examples: - **Retail and e-commerce**: SMS can increase sales, encourage people to buy more than once, and improve [customer experience](https://www.cmoalliance.com/key-trends-to-boost-customer-experience/). **E.g.**, flash sales, cart abandonment reminders, and order updates. - **Healthcare**: Keeps no-shows to a minimum, improves patient care, and increases engagement levels. **E.g.**, appointment reminders, health tips, and prescription refill reminders. - **Hospitality and travel**: It enhances customer experience and can lead to higher loyalty rates. **E.g.**, booking confirmations and updates, travel alerts, and exclusive offers. - **Real estate**: SMS can speed up communication and help you to [capture more leads](https://www.cmoalliance.com/what-is-lead-generation-in-marketing-a-guide/). **E.g.**, open house reminders, new property alerts, and follow-ups with people who are interested in specific properties. - **Restaurants and food delivery**: It can help you keep the same customers and, more importantly, keep them coming back. **E.g.**, order confirmations, exclusive deals, and table reservation updates. - **Charity orgs**: SMS can encourage donations and help [nonprofits](https://www.cmoalliance.com/creating-demand-gen-campaigns-for-nonprofit-organizations/) build a sense of community. **E.g.**, donation appeals, event reminders, and calls for volunteering. - **Banking and financial services**: Text messages can be used to improve security. **E.g.**, transaction alerts, payment reminders, and fraud notifications. ### **Nordstrom: real-life example of SMS marketing** A leader in SMS marketing – in fact, even back in 2015, Nordstrom, a fashion retailer, already [allowed customers to shop by text](https://press.nordstrom.com/news-releases/news-release-details/new-nordstrom-service-lets-customers-shop-text). This platform, called TextStyle, enabled customers to buy directly through text messages and allowed personal stylists and associates to send product recommendations, including images and descriptions, via SMS. People could then buy the items by replying with the word “BUY” and a unique code. The transaction was charged to their Nordstrom account. By doing this, Nordstrom improved the shopping experience of their customers. This, in turn, led to higher levels of retention/loyalty. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXdF8p9uVUU3HVxK3YQWD0y013nES4biuxbW6eBMSj5cUYfqAc5Z9LtVx0uBzzsBMVN1pLdnm-5Ts3lYzqYfjcZSlGovcXLfXFmspEkjrt63xgeMgYa2YBJw4bvr_V3z1_iY3PEVZQ?key=UvUyWDqxY7zYaDrWRI7bjys7) Source: [Nordstrom](https://www.nordstrom.com/browse/nordy-club/manage-card/texting) ## **How to get started with bulk SMS marketing** ### **1\. Define your goals** A very important first step. Without it, how do you know what you’re looking to achieve? Be it driving sales, increasing attendance at an event, or improving customer [engagement](https://www.cmoalliance.com/event-driven-marketing-turning-attendee-engagement-into-revenue/), it’s crucial that you know the end goal of your SMS campaign. You should also be aware of who your target audience is, which will inform your messaging. ### **2\. Choose your SMS platform** There are many SMS platforms out there, but it’s important you choose the one that best suits you. Look for features like bulk message scheduling, personalization options, analytics for tracking performance, and compliance with regulations. Examples include Twilio, EZ Texting, and ClickSend. ### **3\. Ready your contact list** You can build one or import existing data, as long as people have opted-in to receiving text messages. You must always obtain explicit permission before sending marketing messages. ### **4\. Segment your audience** Splitting your customers with [different personas in mind](https://www.cmoalliance.com/blueprint-for-aligning-social-campaigns-brand-personas/) is crucial because it ensures your messages are relevant and targeted. So, divide your customers into groups based on demographics, behaviors, interests, etc. ### **5\. Create your message** As we mentioned above, your SMS should be clear and concise, include a strong CTA (e.g., “shop now” or “book your slot”), be personalized and tailored to your customers, and add a sense of urgency, such as “offer ends tonight”. ### **6\. Schedule the messages** Again, choose optimal times for your SMS campaign by avoiding sending messages too early or too late. [Test with a smaller group](https://www.cmoalliance.com/is-a-b-testing-still-relevant-in-b2b-marketing/) before scaling to your full audience if you want to see whether the message performs. ### **7\. Analyze and optimize** Just like other marketing campaigns, bulk SMS marketing should be tweaked and improved often. What works one day may not work another, so make sure you monitor [metrics](https://www.cmoalliance.com/kpis-for-revenue-marketers/) like delivery rates, open rates, and conversions. Adjust your timing and text copy based on the insights and patterns you gather. ## **Track and measure bulk SMS marketing** Okay, so you’ve sent out text messages – what next? How do you know whether they’re actually performing well? ### **Use UTM parameters** You should add UTM tracking codes to the links included in your SMS messages for you to track who’s clicking in analytics platforms like GA4\. Use tools like Google’s Campaign URL Builder to generate UTM-tagged links. ### **Track CTR** You’ll also want to measure how many people clicked on the link in your SMS, as this provides insights into how engaged people are with your messages. Use URL shorteners with tracking capabilities, such as Bitly or Rebrandly. ### **Track conversions** Make sure to track actions taken after clicking the link (e.g., purchases, form submissions) as well. After all, this lets you see whether your SMS campaigns are actually generating revenue or [leads](https://www.cmoalliance.com/effective-data-driven-lead-generation-strategies/). Implement tracking pixels or event tracking on your website or app. ### **Keep an eye on delivery and open rates** Measure how many messages were delivered and read, since this ensures your messages are reaching your audience and being noticed. For this, you should choose an SMS platform with reporting capabilities. ### **Track replies and opt-outs** Monitoring responses and opt-out requests allows you to both understand user sentiment and maintain compliance with regulations like GDPR. You can use SMS platforms with two-way communication tracking and the ability for people to unsubscribe. ### **Use unique codes** By assigning unique promo codes or keywords for each SMS campaign, you can [correctly attribute responses or sales](https://www.cmoalliance.com/the-marketing-attribution-ebook/) back to them. Encourage people to use the code when interacting with your business. ### **Analyze engagement metrics** This is because reviewing metrics like time spent on page, bounce rates, and user behavior post-clicks allows you to gain insights into your customers’ journeys (and the impact of your mass SMS marketing campaign). You can integrate SMS campaign data with your CRM or analytics tools. ## **In short** Mass SMS marketing allows you to connect directly with your customers in a personal, immediate, and effective way. With mobile usage showing no signs of slowing, the companies and marketers who can leverage SMS marketing are able to cut through the noise and deliver value straight to their audiences. --- *Knowing whether your SMS marketing campaign is driving traffic or sales is crucial. To do this, you must be aware of the channels that are actually performing.* *What better way to understand this than with our* [*Marketing Attribution ebook*](https://www.cmoalliance.com/the-marketing-attribution-ebook/)*, which is backed by industry experts and full of actionable insights – and designed to give you a clear view of what’s working?* [The Marketing Attribution eBookReal-world data combined with expert insights in a simple eBook to give you the roadmap for scaling your marketing attribution efforts.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--82.png)Revenue Marketing AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Marketing-attribution-eBook-revenue-marketing-alliance-1-11.png)](https://www.cmoalliance.com/the-marketing-attribution-ebook/) ### 5 tips to craft influencer media kits that seal the deal URL: https://www.cmoalliance.com/influencer-media-kits-that-seal-the-deal/ Last updated: 2025-08-26T14:50:32.000Z [Influencer marketing](https://www.cmoalliance.com/why-is-influencer-marketing-important/) is expected to exceed [$24 billion by the end of 2024](https://www.forbes.com/sites/howardhomonoff/2024/03/26/influencers-are-hot-in-media-but-theyve-always-been-here/). If you’re an influencer wanting to stand out in such a competitive market, then it's about time to create a media kit. You may ask – what is a media kit? Well, it's your social media performance’s digital portfolio! It should look something like this: ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXf_IAZx-YYsO25P9CYZg7FsCKq5UasJEVSeGPmNPXh2NOZW7wfieTKQ3XThM06wg5BZfAXiHl8FKfSk_VCtCzuhTYLTXzNiV_7ffLI-oBGGUAzykAVKU6EoTXazpwgRxVuNe28TauyGBZDInOKOsA?key=0OpWoIjUekEirVNa2iX91g) [Source](https://embedsocial.com/blog/influencer-media-kit/) It should contain key stats, brand partnerships, audience insights, and unique selling points. Ah yes! A visually appealing package should do you a favor. What does it do? No matter whether you are a [micro-influencer](https://www.cmoalliance.com/the-rise-of-micro-influencers/), nano-influencer, macro-influencer, or a mega-influencer, having a media kit will be a good help. With a media kit, you provide potential brand partners with a clear snapshot of why you, as an influencer, are the perfect match for their campaign. It will also spare them from having to dig around for information. Moreover, [HubSpot reports](https://blog.hubspot.com/marketing/hubspot-blog-social-media-marketing-report#) that there are 500,000 active influencers on Instagram alone, and 31% of social media users discover new products through influencers. So, why not use this media kit to stand out amidst the growing competition? In this post, we’ll explore five major tips that can help you start securing [brand partnerships](https://www.cmoalliance.com/how-partner-marketing-drives-revenue-growth/). Let’s start! ## #1\. Highlight key metrics that matter to brands Brands are data-driven, and you should be too! Focus on [metrics](https://www.cmoalliance.com/kpis-for-revenue-marketers/) that highlight your value as you go beyond the usual follower count and engagement rate. Rather, boast your media kit with metrics like average reach, impressions per post, [click-through rates](https://www.cmoalliance.com/how-to-write-a-subject-line-that-gets-click-through/), and even the demographics of your audience. ### **Here are some of the key data you can include:** - **Showcase engagement metrics:** Include stats like engagement rate per platform (likes, comments, shares), click-through rates, and average impressions. Represent these [metrics](https://www.cmoalliance.com/understanding-kpis-in-customer-acquisition/) in a visually appealing way, like using bar charts to make these numbers pop. - **Demographic breakdown:** Do you think you are reaching the audience your clients cater to? If so, highlight insights from your social platforms and provide a breakdown of your audience's age, location, gender, and interests. - **Create a visual overview of your top content performance:** Highlight your top-performing posts by reach and engagement. Add a brief note like “Highest engagement post: 15% above average engagement rate.” This way, prospective brands will be able to see the type of content you post and check whether it resonates with their audience. [What is a North Star metric in marketing?North Star metrics are specifically designed to measure the marketing value that drives growth. These metrics are often leading indicators, providing insights that can shape your marketing strategy.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--74.png)Revenue Marketing AllianceGrace Gupta![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Framework_Tiles_north_star_metrics-1-1.jpg)](https://www.cmoalliance.com/what-is-a-north-star-metric-in-marketing/) ## #2\. Feature previous collaborations with proof of success Have you had a successful collaboration in the past? If so, highlight them here in your media kit so that prospective brands can see that you’ve been influential in your previous partnerships. A great way to do this is by using mini [case studies](https://www.cmoalliance.com/what-is-a-case-study-in-marketing/) that highlight your role and the outcomes of each campaign. For example, if you worked with a SaaS firm that specializes in [inventory management software](https://www.softwareworld.co/top-rated-inventory-management-software/), mention in your media how your campaign increased their product inquiries by 30%. Or did it drive a significant boost in website traffic? Use tangible data and visuals like screenshots you used in [B2B social media marketing](https://www.cmoalliance.com/whats-trending-in-b2b-social-media-marketing/) where you display high-engagement posts or client testimonials praising your impact. Add visuals or screenshots of Instagram posts and Stories to testify to high engagement. Again, add client testimonials if they have provided any. ### **For this tip, you can take the following actions:** - **Create mini case studies**: For each collaboration, include 2-3 bullet points outlining the campaign objective, your approach, and the results. For example, if you helped a fitness brand increase its product sales, a mini-case study might look like this: - **Objective**: Boost awareness for XYZ Fitness Gear among a younger, health-conscious audience. - **Approach:** Developed a three-part Instagram Story campaign showing how their fitness gear is useful for different workouts. - **Result:** The efforts translated to a 25% increase in Instagram followers for the brand while driving 15% higher product inquiries compared to the brand’s previous campaigns. - **Include screenshots of campaign results:** Your media kit should include screenshots of posts with high engagement rates, spikes in web traffic, or even DMs with followers asking about the featured product. - **Highlight positive feedback:** If you have testimonials or shoutouts from brands you’ve partnered with, add them to build a certain credibility. [Social media’s influence on video marketing: Instagram, TikTok, and YouTubeVideo marketing is no longer “nice to have.” Platforms like TikTok, Instagram, and YouTube revealed what users want, and that’s engaging, entertaining, and value-driven video content.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--75.png)Revenue Marketing AllianceTorrey Tayenaka![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/influence-on-video-marketing-2.jpg)](https://www.cmoalliance.com/social-medias-influence-on-video-marketing/) ## #3\. Create a section for your content styles and formats Brands want to know what kind of [content](https://www.cmoalliance.com/how-content-drives-your-growth-marketing-strategy/) they can expect if they choose to collaborate with you. So, address their query proactively by including a dedicated section in your media kit for your content styles and formats. It will clearly show your creativity and adaptability. This part of your media kit will also show what you specialize in—reels, long-form [YouTube](https://www.youtube.com/@RevenueMarketingAlliance) videos, product unboxing posts, and more. Outline the types of content you create and highlight each format with a screenshot or thumbnail. If you can create multiple content types (e.g., [Instagram](https://www.instagram.com/revenuemarketingalliance/) Reels and YouTube tutorials), add a brief description of your unique approach to each. Consider the following actions for creating content style and format section in your - **Add thumbnails for each format:** Create separate subsections like “Instagram Stories,” “[TikTok](https://www.tiktok.com/@revenue.marketing) Reels,” etc., and add a screenshot of your best content. Just a quick visual snapshot goes a long way. - **List the typical length & style:** Mention if your content is usually short (15-30 seconds) or long (3-5 minutes). Describe it in simple terms like “Short and fun, focusing on product highlights” or “Detailed walkthroughs for a better understanding.” - **Show your ‘signature’ content:** Do you have a particular format you’re known for, like product unboxings or lifestyle montages? Call it and give a brief description. ## #4\. Highlight audience trust with authenticity metrics We all know there are ways and hacks to bring a larger share of followers on [social media](https://www.cmoalliance.com/how-to-do-a-social-media-audit/) platforms. But what’s game-changing is how you can show that your audience trusts you. This is where you’ll highlight the authenticity of the audience you gain and interact with. It shows that followers are not bought for the numbers but rather indulge in conversations and participate in posts, such as polls, comments, etc. So, when you create your media kit, include metrics that highlight audience trust. These can be high comment-to-like ratios, consistent engagement, and positive follower feedback. [Is AI the secret to better social media posts?Not sure whether to use AI for social media posts? Find out if AI can help you create more engaging and relevant content to attract your audience.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--76.png)Revenue Marketing AllianceReena Aggarwal![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Sharing_Article_Images_Doodles-Text_--3--1-1.png)](https://www.cmoalliance.com/is-ai-the-secret-to-better-social-media-posts/) ### **Take the following actions in this case:** - **Use engagement metrics to show authenticity:** Your media kit should boast an average comment-to-like ratio for your top posts. A high ratio indicates that your followers are genuinely interested, not just passively scrolling. - **Highlight positive sentiment:** If your followers frequently share positive comments, save a few as testimonials in your media kit. The gold ones are those where they mention, “I bought this product because of your recommendation!” - **Include case studies with engagement metrics:** Have you run brand campaigns where followers engaged more than average? If yes, you’d mention numbers like “20% higher than my average,” “had 50+ followers tagging their friends,” etc. ## #5\. Show potential collaboration idea Before you collaborate with a brand, show them that you understand their business and are not partnering just as a deal. Instead, show that you show them how genuinely interested you are to help them unlock their marketing goals. But how can you show this in an influencer kit? Add concepts like themed campaigns, content series, or unique engagement strategies—whatever fits well with the brand image. You can also share mock-ups or sketches that are accessible for the brand to picture. ### **These are a few actionable steps to highlight your collaboration ideas in the media kit.** - **Create a few mock campaign ideas:** Pick 2-3 brands you want to work with and outline a brief idea for each. For example, “For XYZ Skincare, I’d do a morning skincare routine series with your new products to show how they fit into daily self-care.” - **Visualize with sample content:** Try adding a sample Instagram post or Story that can bring your idea to life. Even if the content isn't polished, make sure it is good enough to share a visual reference. - **Include a content plan:** Write a short plan for a week-long campaign: “Day 1: Product Teaser Post, Day 2: IG Story on How I Use It, Day 3: IG Live Q&A.” Providing such content up front shows that you’ve thought about a full campaign rather than just one-off posts. ## Wrapping it up This piece sets you up for creating a solid influencer media kit. Ultimately, it's about how well you come across your client at first. How you present yourself early shows how committed you will be to your partnerships. Cover the basics we mentioned here, and you’ll be fine. Don’t overlook the data part. And yes, keep it visually engaging, focused on a singular idea, and provide real-world connections with which the brands can associate. --- *Get your free copy of the* [*Marketing Attribution ebook*](https://www.cmoalliance.com/the-marketing-attribution-ebook/) *to get insights and actionable tips from revenue marketers who've been there and done that – and to always know where your traffic and revenue are coming from.* [The Marketing Attribution eBookReal-world data combined with expert insights in a simple eBook to give you the roadmap for scaling your marketing attribution efforts.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--77.png)Revenue Marketing AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Marketing-attribution-eBook-revenue-marketing-alliance-1-10.png)](https://www.cmoalliance.com/the-marketing-attribution-ebook/) ### Building customer loyalty through AI-powered retention marketing URL: https://www.cmoalliance.com/customer-loyalty-through-ai-powered-retention-marketing/ Last updated: 2025-08-26T14:52:28.000Z In today’s competitive digital marketplace, building customer loyalty is a cornerstone of sustained business success. [Retention marketing](https://www.cmoalliance.com/what-is-retention-marketing-a-guide/)—focused on nurturing relationships with existing customers—has been revolutionized by artificial intelligence (AI), enabling brands to go beyond basic customer satisfaction. ## **AI and Personalization** Through AI-powered tools, companies can personalize interactions, anticipate customer needs, and deliver timely and relevant content that fosters loyalty. For U.S.-based companies, these AI-driven strategies offer a powerful framework to boost loyalty in an era where immediacy and [personalization](https://www.cmoalliance.com/the-importance-of-personalization-in-digital-marketing/) are increasingly critical to consumer expectations. One of the most effective applications of AI in [retention marketing](https://www.cmoalliance.com/from-onboarding-to-upselling-key-tactics-for-successful-retention-marketing-in-the-saas-industry/) is data-driven personalization. American consumers have come to expect highly tailored experiences, with studies showing that nearly 80% are more likely to engage with brands that offer personalized recommendations and communications. [9 retention marketing strategies that drive loyalty and repeat businessDid you know that a 5% increase in customer retention can lead to more than a 25% boost in profit? Let’s look at retention strategies that work.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--35.png)Revenue Marketing AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Website_Article_Images_Doodles--4--1.png)](https://www.cmoalliance.com/9-retention-marketing-strategies/) ## **The role of AI in preventing churn** [Leveraging AI](https://www.cmoalliance.com/leveraging-ai-to-transform-online-content/), companies can analyze data on past purchases, browsing behavior, and demographic details to create a seamless, customized journey for each customer. For example, major U.S. e-commerce players like Amazon and Target utilize AI algorithms to generate product recommendations based on browsing history, previous purchases, and even seasonality. This ability to deliver precise, timely suggestions helps customers feel understood and catered to, reinforcing their loyalty and increasing the likelihood of repeat purchases. AI also plays a critical role in preventing customer churn, a key challenge in retention marketing. With predictive algorithms, companies can analyze a wealth of behavioral data to identify customers who might be at risk of disengagement, enabling proactive intervention. For instance, a U.S. telecommunications provider might use AI to track user activity and recognize when a customer’s [engagement](https://www.cmoalliance.com/event-driven-marketing-turning-attendee-engagement-into-revenue/) drops or when they haven't utilized certain services in a while. By proactively reaching out with tailored offers or engagement incentives, the company can re-establish its value to the customer before they consider switching to a competitor. This approach, facilitated by AI, not only helps retain customers but demonstrates a level of attentiveness that strengthens their loyalty. [Retention marketing best practices for B2B revenue marketersIf you’re a revenue marketer focused on B2B, there’s a pretty good chance that your leadership team is focused on retention marketing.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--36.png)Revenue Marketing AllianceHeather Hurd![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Website_Article_Images_Doodles--3-.png)](https://www.cmoalliance.com/retention-marketing-best-practices-for-b2b-revenue-marketers/) ## **Real-time AI** [AI-driven retention marketing](https://www.cmoalliance.com/unlocking-the-power-of-ai-revolutionizing-marketing-strategies-for-success-2/) also excels in real-time interaction, a feature that resonates strongly with American consumers who often prioritize convenience and immediacy. AI-powered chatbots, for instance, enable companies to deliver real-time customer service, answering inquiries, resolving issues, and even making personalized recommendations without the need for human intervention. For example, a retail chain like Macy’s might [deploy chatbots](https://www.cmoalliance.com/how-to-use-chatbots-to-improve-your-revenue-marketing-efforts/) to assist with customer inquiries on product availability, order tracking, or personalized style advice. These interactions create an efficient, satisfying experience for customers, reinforcing their positive perception of the brand. Additionally, the data collected through chatbot interactions provides further insights into customer preferences, enabling the brand to continuously refine and [personalize](https://www.cmoalliance.com/connecting-data-effectively-to-understand-customers-needs-and-drive-personalization/) its engagement approach. ## **Gauge how customers feel about you** Sentiment analysis, another AI-driven tool, allows companies to monitor customer feedback in real time and respond proactively. By analyzing data from social media posts, customer reviews, and direct feedback, AI can gauge customer sentiment and detect potential issues before they escalate. For example, if a hotel chain like Marriott sees a surge in negative reviews mentioning a specific location, [sentiment analysis](https://www.cmoalliance.com/driving-brand-loyalty-and-customer-satisfaction/) algorithms can identify these patterns early, prompting a management response to address the issues before they impact brand loyalty on a broader scale. By remaining responsive to customer concerns, the company demonstrates its commitment to customer satisfaction, which is essential for building trust and long-term loyalty. [Harnessing data for enhanced retention marketing strategiesBusinesses are now using data-driven strategies to forge deeper connections, foster lasting engagement, and drive sustainable growth.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--37.png)Revenue Marketing AllianceIslam Gouda![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Harnessing-data-article-1.jpg)](https://www.cmoalliance.com/data-for-retention-marketing-strategies/) ## **AI can easily scale and adapt** A core advantage of AI-powered retention marketing for U.S. companies lies in its [scalability and adaptability](https://www.cmoalliance.com/growth-marketing-that-scales-practical-guide/). AI-driven tools can process and analyze vast amounts of data, allowing businesses to create customized experiences for millions of customers without sacrificing quality or personalization. For example, Starbucks has successfully implemented an AI-powered loyalty program that personalizes rewards and offers based on individual customer behavior, preferences, and purchase history. This highly personalized approach not only drives repeat visits but also deepens customer loyalty by making each interaction feel unique and valuable. ## **AI and loyalty programs** The power of AI in retention marketing also extends to building [loyalty programs](https://www.cmoalliance.com/how-to-build-a-customer-referral-program/) that reward consistent engagement. AI algorithms can analyze customer purchasing patterns to design reward programs that align with customer preferences and motivations. In the case of Walgreens, their Balance Rewards program uses AI to personalize offers based on shopping history, health goals, and seasonal needs, rewarding members in ways that resonate with their individual needs. These personalized loyalty programs create a sense of exclusivity and appreciation, which reinforces a customer's connection to the brand and incentivizes ongoing engagement. [Leveraging data to improve your retention marketingRetention marketing focuses on engaging and delighting your existing customer base, ensuring they stay loyal and continue to generate revenue over time.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--38.png)Revenue Marketing AllianceLee Oakley![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Website_Article_Images_Author_Highlight-1.png)](https://www.cmoalliance.com/leveraging-data-to-improve-your-retention-marketing/) ## **In short** As AI continues to evolve, the future of retention marketing in the U.S. will see even more sophisticated, hyper-personalized approaches to customer loyalty. AI-driven retention strategies offer U.S. companies the opportunity to cultivate genuine, long-lasting relationships with their customers. By focusing on personalization, proactive engagement, real-time responsiveness, and data-driven loyalty programs, businesses can foster loyalty that goes beyond transactions, transforming customers into brand advocates who are more likely to remain loyal over time. In an era where customer expectations are higher than ever, AI-powered retention marketing gives U.S. companies the tools to meet those expectations and build enduring customer relationships. --- ## **About the author** [Dr. Islam Gouda](http://ae.linkedin.com/in/islamgouda/?ref=revenuemarketingalliance.com) is a young professional with a passion for marketing. Dr. Gouda has an honorary doctorate from the University of California in Strategic Marketing. He also has a master's degree from Florida State University and an American University of Sharjah graduate in Marketing and Management. Dr. Gouda has marketing-focused business experience with a strong analytical ability to use available market data for strategic marketing, business development, and product development purposes along with the identification of new business opportunities and measurement of ROI. Dr. Gouda's specialties include leadership and communications skills with the ability to adapt to a wide variety of cultures and to manage and work as part of cross-functional teams. --- *Our comprehensive* [*marketing attribution eBook*](https://www.cmoalliance.com/the-marketing-attribution-ebook/) *combines real-world data from revenue marketers worldwide with expert insights to give you the roadmap for attributing, optimizing, and scaling your marketing efforts.* [The Marketing Attribution eBookReal-world data combined with expert insights in a simple eBook to give you the roadmap for scaling your marketing attribution efforts.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--39.png)Revenue Marketing AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Marketing-attribution-eBook-revenue-marketing-alliance-1-5.png)](https://www.cmoalliance.com/the-marketing-attribution-ebook/) ### Data-driven AI: Your marketing superpower URL: https://www.cmoalliance.com/data-driven-ai-your-marketing-superpower/ Last updated: 2025-08-26T14:53:04.000Z It’s been two years since [ChatGPT](https://www.cmoalliance.com/chatgpt-prompts-for-marketing/) launched, hitting a million users in under a week – a record-breaking debut. Since then, generative AI has become one of the most talked-about innovations in technology. The promise of AI transforming industries, streamlining workflows, and unlocking new opportunities has captured the attention of companies worldwide. So, how well do you think your company is using [generative AI](https://www.cmoalliance.com/from-data-to-dollars-how-generative-ai-transforms-marketing-ebook-blog/) compared to competitors? Are you way ahead, about the same, or lagging behind? If you’re like me, your answer has probably shifted over the past two years. Sometimes it feels like you’re leading the charge; other times, it feels like you’re struggling to keep up. The truth is, as the industry evolves at breakneck speed, staying ahead isn’t easy. What worked a year ago might now only put you in the middle of the pack. This article dives into strategies for staying competitive in the ever-evolving AI landscape. We’ll explore how to leverage retrieval-augmented generation (RAG), optimize your data assets, and build scalable systems that give you a sustainable edge. Whether you’re just starting or looking to refine your approach, this guide will help you unlock AI’s full potential and avoid being left behind. Let’s dive in. ## The era of temporary AI dominance In the late 2010s, basketball entered what I call the “era of temporary dominance.” Teams would form “super teams” to eke out small but critical advantages, like being slightly better at two-pointers – closer, lower-risk shots. These teams might win a championship or two, but their dominance didn’t last. Why? After winning, the cost of retaining star players often became too high, or those players simply aged out of their prime. Another team would inevitably step up with their own superstars. This cycle of temporary dominance mirrors what we’re seeing in AI today.To see what I mean, take a look at [Salesforce’s latest *State of Marketing* report](https://www.salesforce.com/uk/resources/research-reports/state-of-marketing/). It highlights how companies are using AI, and the results are telling. [![Bar chart titled 'State of AI Adoption by Marketing Organizations,' showing AI implementation levels among marketing organizations. It categorizes respondents into high performers, moderate performers, underperformers, and all respondents. The bars indicate percentages for four categories: 'Fully implementing AI in operations,' 'Experimenting with AI,' 'Evaluating how AI could be used,' and 'Not using or considering AI.' High performers lead with 42% fully implementing AI, while underperformers have the highest percentage (36%) in the 'Evaluating how AI could be used' category. Only 3-6% across all groups are not using or considering AI.](https://lh7-rt.googleusercontent.com/docsz/AD_4nXfS0lQLUwOHdB4d3mR0dhLBwDTp477Ru2ochMrdrF8bB8BlfqMYEM5zjRJepsoHj0b6jux-vzlFAVre1d_cQxhsAeShgWVeVUj1DuGE7_ax96cujPFDnYIAqFT5TJIQUippToW8fg?key=WVkMMKPFtKT7Ysiiq2w0c7tF)](https://www.cmoalliance.com/data-driven-ai-your-marketing-superpower) Source: **The Ninth Edition State of Marketing Report*, Salesforce The high performers – those who are completely satisfied with the overall outcomes of their marketing investments – have more AI systems up and running. Meanwhile, the underperformers – those only moderately or less satisfied with the overall outcomes of their marketing investments – are far more likely to still be in the evaluation phase, deciding what to implement. But here’s the catch: almost everyone is in the game now. Only 3% of respondents said they weren’t using or considering deploying AI. That means the gap between leaders and laggards is razor-thin. It’s just a matter of being slightly ahead – a temporary lead. [McKinsey’s findings](https://www.mckinsey.com/capabilities/quantumblack/our-insights/the-state-of-ai#/) back this up. A year ago, just **33%** of companies reported using generative AI in at least one department. Today, that number has soared to over **65%**. [![Line chart titled 'Organizations that have adopted AI in at least 1 business function, % of respondents,' showing the percentage of organizations using AI from 2017 to 2024. The chart includes two lines: 'Adoption of AI,' which rises from 20% in 2017 to 72% in 2024, and 'Use of generative AI,' which starts at 33% in 2023 and increases to 65% in 2024. The adoption of AI shows steady growth, with notable jumps in 2018 (58%) and 2024 (72%). Generative AI adoption sees a sharp rise between 2023 and 2024. Source: McKinsey Global Survey on AI, February 22–March 5, 2024.](https://lh7-rt.googleusercontent.com/docsz/AD_4nXeVJ71njxNDR_hzPhhTdilTVcsBLmCx-vaLE51LMpEaQxU4vpoJ14_U34xzF_CcjHCU6J1f65XGzatE0ChUEFnKSp14_8u2LzNqv74A4a7BOPvzywvPbU__lVA5QoI5a8_kFhS2RQ?key=WVkMMKPFtKT7Ysiiq2w0c7tF)](https://www.cmoalliance.com/data-driven-ai-your-marketing-superpower) Source: **The state of AI in early 2024*, McKinsey In other words, if you were ahead of the curve last year, you might’ve been in the top half of your industry. Now, you might only be ahead of a third of your competitors. ## Red oceans, blue oceans, and finding your edge This all reminds me of the book [*Blue Ocean Strategy*](https://www.productmarketingalliance.com/definitive-product-marketing-reading-list/#53%29-blue-ocean-strategy:-how-to-create-uncontested-market-space-and-make-the-competition-irrelevant-%E2%80%93-ren%C3%A9e-mauborgne-and-w.-chan-kim), which talks about the trade-off between value and cost in hyper-competitive environments. In a “red ocean,” everyone is fishing in the same waters. There’s so much competition – and so many sharks – that it gets bloody fast. Sound familiar? That’s where AI feels like it’s heading now, with companies rushing to gain an edge. The goal, however, is to create a “blue ocean” – a space where you achieve both better value and lower costs through innovation. In a blue ocean, you’re not fighting for scraps with everyone else. You’re leading the pack with a sustainable advantage. The challenge is figuring out how to get there in a landscape where temporary dominance seems to be the rule, not the exception. ## Applying the value-cost curve to AI in marketing Of course, with all exciting new technologies, there’s a trade-off to be made between value and cost. But how does the concept of value-cost balance apply to AI in marketing? Imagine a curve representing various approaches to using AI, ranging from low-cost, basic strategies to high-cost, advanced solutions. [![Line chart titled 'The Value vs. Cost Tradeoff in Gen AI,' showing the relationship between cost and performance for generative AI implementations. The x-axis represents cost, moving from lower to higher, while the y-axis represents performance, increasing upward. The chart includes three points along a diagonal line: 'Base Model' at the lowest cost and performance, 'Prompt Eng' (Prompt Engineering) at a moderate cost and performance, and 'Fine-tuning' at the highest cost and performance](https://lh7-rt.googleusercontent.com/docsz/AD_4nXfwm5bMqf0SScpUPLRglqGMNwKcVQpw52TLLVOYnUmT15rvCTmBEXRX4AZOL-ZrAWhEEDQMlOm0H_sujsPEY6hFnWjGbjUcK7MBCi7akaPL82NIzFJbXUwmrhpK43n437QnV1zK3Q?key=WVkMMKPFtKT7Ysiiq2w0c7tF)](https://www.cmoalliance.com/data-driven-ai-your-marketing-superpower) **Image courtesy of Atlan* ### **The low-cost, basic approach: Leveraging base models** At the lowest cost, you can simply use a base model like GPT-4, Claude, or a consumer app tailored to your use case. If you’ve got a content flow, you can ask the model to convert a blog post into a LinkedIn post. It’s quick, cheap, and easy. The result won’t necessarily be the best LinkedIn post you’ve ever seen, but it’s an acceptable trade-off for the cost. ### **Adding a touch of prompt engineering** Taking it a step further, you can improve your results with prompt engineering. This involves giving the AI more specific guidance, like your tone of voice, examples of successful posts, and even examples of posts that didn’t perform well. The result? Better social posts at a slightly higher cost – but still relatively affordable. ### **High-cost, high-effort: Fine-tuning your model** At the other end of the spectrum, you can fine-tune your own model. This involves training a bot specifically for your needs, making it almost as effective as a skilled social media marketer. While this can yield impressive results, it’s expensive and time-consuming, requiring in-demand talent to set it up and maintain it. ## Enter retrieval-augmented generation (RAG) If all we do is move up and down this curve – choosing between cost and performance – we’ll remain stuck in the “red ocean” of hyper-competition. However, there’s another option that offers a way out of the red ocean: retrieval-augmented generation (RAG). This technology, while perhaps less familiar, combines cost-effectiveness with high performance. Instead of fine-tuning a model, RAG involves creating a workflow where a base model retrieves relevant data before generating a response. It’s an additional step in the process, but it’s much cheaper than fine-tuning. Plus, it leverages your data or a specific dataset, making the generated output far more relevant and effective. The research shows that when you use RAG with a base model, the results are even better than those from a fine-tuned model. This means you can achieve high-quality outcomes without the hefty costs and long timelines associated with fine-tuning. _This post is for paying subscribers only._ ### LinkedIn outreach strategies for content distribution URL: https://www.cmoalliance.com/linkedin-outreach-strategies/ Last updated: 2025-08-26T14:53:33.000Z [LinkedIn](https://www.linkedin.com/company/revenuemarketingalliance). It's thought of as Facebook's professional cousin. The colors are similar, the feed is the same, and both require you to make connections with others. One has food pics and cat memes, and the other is where businesses build connections, professionals grow their networks, and industry leaders showcase their expertise. However, LinkedIn isn’t just about networking anymore—it’s an important channel for content distribution. A place where your business can expand its reach and an opportunity to build authentic engagement with an important audience. [134.5 million users](https://www.statista.com/statistics/194459/frequency-with-which-registered-us-linkedin-users-update-profile/) use LinkedIn every day. There's a slight clincher, however. If there is one place where overly promotional tactics will not fly, it's LinkedIn. Everyone, regardless of the platform, is becoming more attuned to the various digital marketing tricks we've been leaning on for years. For example,[ 47% of internet users](https://www.adtoniq.io/blog/ad-blocking-here-to-stay#:~:text=Globally%2C%2047%25%20of%20internet%20users,over%20one%20billion%20devices%20worldwide.) use ad blockers, and this is why organic outreach strategies are more important than ever. Organic content distribution is essentially the death of the sales pitch. It focuses on delivering value and establishing a [genuine connection with the audience](https://www.cmoalliance.com/how-to-build-emotional-connections-through-b2b-brand-storytelling/). When done right, organic outreach lets your content naturally find its way into the feeds of the people who actually want to see it. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXfZrNfX6mrOIiuryTuFvGux__AKMMKz-IPAqUSUF6h34vJJ82hxeY2T66i-_rqbPq-h-pxKYcfMWA_qUMd52sJgKOKQZESKtsvxZuq3Ikz819QIwEQCy5GPP2Je-9o9DlaBPAmk_jnhQpjwafBce3W9QiL6?key=DF7VkXN0dqH-jDkD07VuY4tN) Image credit: [Swello](https://unsplash.com/@getswello?utm%5Fsource=unsplash-chrome-extension&utm%5Fmedium=referral) ## The role of LinkedIn outreach in content distribution Brand visibility, lead generation, and industry influence - LinkedIn offers it all. Sure, you can distribute content, but you can do so with the goal of [positioning](https://www.cmoalliance.com/positioning-vs-narrative-design/) yourself as a thought leader to relevant people within your industry. One of LinkedIn’s greatest advantages is its “network effect.” When someone engages with your post, that interaction can appear in their connections' feeds, amplifying your content beyond your immediate followers in a unique way that no other social platform offers. This creates a ripple effect, making it easier to spread your content without investing heavily in ads. Another huge LinkedIn bonus is its ability to foster purely professional connections. It allows you to cultivate relationships with key players, industry leaders, influencers, and potential clients. ### Types of outreach for content distribution There are four main LinkedIn outreach channels outside of simply posting on your feed: - Direct messages - Connection requests - InMail messages - Message requests **Direct messages** work best for engaging current connections, sparking a genuine conversation and building rapport. For new contacts, it's good to opt for **connection requests** with a personalized message highlighting shared interests or goals. **InMail messages** are only available through LinkedIn’s premium features, but they offer the ability to connect with 2nd- and 3rd-degree connections (great for reaching high-priority leads outside your network). **Message requests** are similar to connection requests but for use within LinkedIn groups. ****Remember:** Personalization is a must, no matter which of the above options you try. Generic pitches won't work. You need genuine, meaningful interactions that address specific interests or challenges. ## How to craft a targeted outreach strategy Your targeted outreach strategy on LinkedIn requires the right audience. Luckily, LinkedIn’s advanced filters make it easy for you to build one. You can segment your potential connections and target audiences with filters like industry, job role, location, and even the language of profiles. For example, if your target audience includes mid-level marketing professionals in tech, you can use LinkedIn’s “Industry” and “Seniority Level” filters to find ideal candidates within this group. LinkedIn’s Sales Navigator offers additional targeting options, so you can narrow down with years in the current company, increasing the precision of your audience search. When you find the right people, messages should be concise yet engaging. Here's a really bad example: ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXf9_ZUEclkQtwkeL6-51novj5G7tyXVIxs2KjZrkRb_zh42DlS6mCVuweEOfL_PxOLGtTU8X7inWf0DN8w0VaHQMNc4EOm__7Eu2pBcfwTihCKd1x_AyoK9BqXdhMyfEQOh_i0XucNWkf1btXIFMU0MTlrY?key=DF7VkXN0dqH-jDkD07VuY4tN) Now, here's a much better one: ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXf5ULKWby_Yctxv2fpnbHiMRDqaaHtKZEzwiaSSpVXL8UCJbz4I1hFSucxrBGIGQ8hYj3KmM1VC0LXsMwE2R3TyH17IMgLBZpreq-JJnryysWJmqrokNLDTHkwRxtRhOKdr_vcZ21r7PBjzmHkWVmIWtENE?key=DF7VkXN0dqH-jDkD07VuY4tN) Address recipients by name, demonstrate genuine interest and highlight a pain point or an industry trend. You want to capture their attention and add value from the outset. While LinkedIn messaging is less formal than email, it does need to feel tailored and engaging. ## How to use LinkedIn posts for organic content distribution Just like a marketing approach for any social platform, LinkedIn posts need to be engaging. You want to spark conversations, share valuable insights, and showcase your authority. Start with a topic that resonates (a trending industry topic, a common challenge, or a recent breakthrough), then ask questions to get people talking. If you share an insight, ask for others' opinions to create an interactive space. When brainstorming [ideas for LinkedIn posts](https://www.linkedhelper.com/blog/what-to-post-on-linkedin/), remember that showcasing original research is the best way to build credibility and encourage sharing. For best post-optimization practices: - Use hashtags to categorize your post for broader visibility (3-5 relevant ones to avoid clutter) - Tag industry experts, relevant individuals, or companies to increase the reach and interaction on your posts - Make sure your images, videos, and infographics are on point - they should capture attention to stop the scroll (avoid long blocks of text) Here is a great example of some simple, yet clear, well-structured and written LinkedIn posts: ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXemV131limAXn_vDz5a2CIRqh1PgnHLrhcOuvOTUPjNTs9RILa18mXnVLFDSJqbZ308blSznDL7nuEHk8hH8Va7YM39uzTvcE1NZBDzrcRy17BIfMp7ZEE2mVhi7-4UXbQaraJf?key=DF7VkXN0dqH-jDkD07VuY4tN) Image credit: [Pure Plant Protein](https://www.ppprotein.com.au/) ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXcSoBP5GSl_9uxxYE83GU1VD084uJPm06ua_CkWTAMjXXRnZipA9KMTlvciq27J1acu24OeF6PKLhuK-sfWsPcB3sdDw1mYB5KEdOvkhiStcoLMAqzW8Orm-8DztPTgn2F2F1Xu?key=DF7VkXN0dqH-jDkD07VuY4tN) Image credit: [Pure Plant Protein](https://www.ppprotein.com.au/) Always keep your tone conversational and your content concise, and use a call-to-action to encourage readers to dive deeper or share your post. Timing also matters, so aim for weekdays during business hours. ## Sharing content through LinkedIn Groups LinkedIn Groups are another great way to expand your reach and establish credibility. Find groups that align with your industry and audience by searching LinkedIn using keywords related to your field. Look for active groups with frequent posts and high-quality discussions and share your content in them after joining. This gives you an effective, [targeted](https://www.cmoalliance.com/what-is-targeting-in-marketing/), interested audience, but to really make the most of the groups, participation is key. Don't just post and run. Start by observing and interacting with others’ content to build familiarity and rapport within the group. You want to show that you’re there to contribute, not just promote; plus, thoughtful comments can help establish your authority. Once you've established a presence, you can share content that is relevant and valuable. Always provide context when posting and add a question to prompt discussions. For example, instead of simply [sharing an article](https://www.cmoalliance.com/articles/), ask the group, “What strategies have you found most effective?” This encourages responses and deeper engagement. Building connections in LinkedIn Groups requires more than posting links! ## Automation for LinkedIn outreach Automation tools can be helpful for scaling your LinkedIn outreach efforts without losing [personalization](https://www.cmoalliance.com/the-importance-of-personalization-in-digital-marketing/), and they also save you some time. You can automate repetitive tasks like connection requests and message follow-ups to engage more prospects. However, the key to success lies in balancing automation with a personal touch. Tools like LinkedIn’s campaign manager and various third-party integrations can automate the process of sending connection requests and personalized messages at scale. You create separate campaigns for different [audience segments](https://www.cmoalliance.com/customer-segmentation-what-is-it-and-how-does-it-help/) and targeted messaging for each one. When doing this, it's important to track engagement and refine your outreach strategy to make sure it's actually working. Automation tools can send initial connection requests or follow-up messages after a set time, but it's important to craft [messages](https://www.cmoalliance.com/how-to-nail-your-product-messaging/) that feel tailored to the recipient to ensure they are not flagged as spam. ### Balancing automation with personalization While [automation](https://www.cmoalliance.com/ways-to-increase-revenue-marketing-automation/) saves time, it should never replace the human touch entirely. Over-reliance on automation can result in generic, robotic messages that fail to achieve the whole reason you are doing this in the first place - establishing meaningful connections. Yes, it's a little bit ironic to automate the task of connection, but you need to be realistic about your time and remember that all of this is on top of whatever work you are trying to promote! As long as automated messages avoid being impersonal, you are still on the right track. [How to use chatbots to improve your revenue marketing effortsLearn how chatbots can transform your revenue marketing strategy, from automating tasks to converting leads into paying customers.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--66.png)Revenue Marketing AllianceHazel Raoult![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Sharing_Article_Images_Doodles-Text_--2--1.png)](https://www.cmoalliance.com/how-to-use-chatbots-to-improve-your-revenue-marketing-efforts/) Here are some quick tips to make sure you get this balance just right: **What to do:** - Create audience [segments](https://www.cmoalliance.com/ai-driven-customer-segmentation/) based on interests, job roles, or demographics. This way, automation can deliver more personalized messages. - Use tools that insert customized elements, like names or industry references, into automated messages to give them a more personal touch. - Automate responses based on user actions, like profile visits or recent content engagement, so the outreach feels relevant and responsive. - Continuously review automated outreach [metrics](https://www.cmoalliance.com/kpis-for-revenue-marketers/) (open rates, replies) to see where personalization can be increased. - Consider adding manual check-ins or follow-ups after initial automated outreach for high-value prospects. **What not to do:** - Avoid blasting the same message to everyone, as this can make outreach feel impersonal and lead to low engagement. - Relying too heavily on automation can make responses feel robotic and inauthentic, damaging trust. - Automated outreach should always allow timely human follow-up, especially when a customer responds directly. - Before reaching out, spend time understanding your audience’s needs and context; automation alone can’t replace genuine engagement. - Too many tools can lead to data mismanagement and a loss of consistency in personalized messaging. Stick with the essentials and monitor closely. Essentially, you want to use automation for repetitive tasks while leaving room for personalized interaction. A well-timed follow-up or a thoughtful comment on someone’s post can make a lasting impression. You are paving the way for genuine relationships with an automation strategy, and once they are set up, you can take the wheel. [Why face-to-face events build customer relationshipsCreate buzz and drive attendance for your next live event. Learn proven strategies to keep your audience engaged from start to finish.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--67.png)Revenue Marketing AllianceMaud David![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Why-face-to-face-events-are-still-irreplaceable-in-building-customer-relationships.jpg)](https://www.cmoalliance.com/face-to-face-events-customer-relationships/) ## Invest a little more time in LinkedIn; it’ll be worth it Hopefully, by now, you will see that LinkedIn outreach is worth your time. Along with expanding your network, LinkedIn is a goldmine for high-quality leads. You can easily connect with decision-makers or influencers in relevant industries and find people who will genuinely care about the products or services you offer. Target the right professionals and unlock valuable opportunities - it's as simple as that. LinkedIn’s advanced search filters make all of this much easier and ensure your outreach efforts reach the most relevant prospects. Once you find them, it's all about demonstrating your expertise and establishing yourself as an authority in your field. Share insightful content, engage in discussions, and build credibility and trust among your connections, and long-term professional growth will follow. Just remember the third-degree connections that will likely see all of this. LinkedIn broadens your reach, so as long as your content is of high quality, the extra potential clients, partners, and collaborators outside of your immediate circle will be lovely bonuses for you along the way. --- ## About the author Daria Erina is a Managing Director of [Linked Helper](https://www.linkedhelper.com/). She joined Linked Helper soon after the project was born, and became the first customer support agent. She’s on a mission to make the Linked Helper’s solution feel like a piece of cake to new and existing customers, specifically by creating high-quality content. --- *Want to make sure traffic to your site is correctly attributed? Check out our* [*Marketing Attribution ebook*](https://www.cmoalliance.com/the-marketing-attribution-ebook/) *to always knows what channels are really driving revenue.* [The Marketing Attribution eBookReal-world data combined with expert insights in a simple eBook to give you the roadmap for scaling your marketing attribution efforts.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--68.png)Revenue Marketing AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Marketing-attribution-eBook-revenue-marketing-alliance-1-7.png)](https://www.cmoalliance.com/the-marketing-attribution-ebook/) ### Why greater diversity produces better marketing outcomes URL: https://www.cmoalliance.com/why-is-diversity-important-in-the-workplace/ Last updated: 2025-06-14T15:01:22.000Z > "Real diversity and inclusion doesn't mean that we will always agree. It means that even when we disagree, we can still respect each other." — [**Justin Jones-Fosu, CEO of Work. Meaningful**](https://www.brandeis.edu/diversity/learning/resources/dei-quotes.html) You’ve probably already heard of **DEI**, which stands for **diversity, equity,** and **inclusion**. It’s a framework for creating workplaces and orgs that are fair, respectful, and representative of all individuals. These three pillars work together to build environments where people feel valued, empowered, and included. Let’s look at them in more detail – and why you need to implement them in your org. ## **What is diversity in the workplace?** **Diversity** is the representation of differences among individuals within a group. What does it mean to have a [diverse workplace](https://www.cmoalliance.com/why-we-need-to-amplify-diverse-voices-in-marketing/)? In essence, it’s all about employing people from a wide range of backgrounds, experiences, and perspectives. This includes, for example, differences in: - Race - Ethnicity - Gender - Age - Sexual orientation - Religion - Abilities - Education - Socioeconomic status Embracing diversity helps you to foster an inclusive, [innovative](https://www.cmoalliance.com/how-cmos-can-keep-up-with-ai-innovations/), and productive work environment. There are many types of diversity, as we just mentioned, but what do they look like in action? An example would be a tech company that hires staff from underrepresented racial and ethnic groups to address a lack of diversity in the industry. Or a retail brand that offers inclusive sizing for different body types. Or a global org that supports multilingual communication and recognizes international holidays. ## **What do you need to know about equity?** **Equity** means ensuring fair treatment, opportunities, and outcomes for everyone, taking into account that people have different needs and challenges – it also means dismantling systemic barriers. For instance, as a leader in your company, you’ll want to [provide accommodations for employees with disabilities](https://www.cmoalliance.com/why-accessibility-should-be-central-to-your-go-to-market-strategy/), address pay discrepancies and create wage parity, and implement hiring practices that reduce [bias in the workplace](https://www.cmoalliance.com/the-different-faces-of-unconscious-bias-in-the-workplace/). Equity differs from equality in the sense that equality means treating everyone the same, while equity is about providing resources and opportunities based on individual needs. ## **What are some characteristics of inclusion in the workplace?** **Inclusion**, on the other hand, means creating environments where people from diverse backgrounds feel welcomed, respected, valued, and empowered – and feel comfortable to contribute their perspectives. An inclusive workplace ensures that everyone, regardless of their differences, has a voice and access to opportunities and resources. Here are some characteristics of inclusion in the workplace: - **Sense of belonging**, where staff feels accepted and part of the team. **E.g.**, employees from diverse backgrounds are encouraged to [share their unique POVs](https://www.cmoalliance.com/why-we-need-to-amplify-diverse-voices-in-marketing/) without fear of exclusion. - **Equal opportunities**, where everyone has access to resources, career advancement, and growth opportunities. **E.g.**, a transparent promotion criteria that ensures equitable career paths for everyone. - **Representation at all levels**. This means that diverse people are represented across [leadership](https://www.cmoalliance.com/why-appreciation-is-the-most-undervalued-leadership-skill/), management, and team levels. **E.g.**, a board of directors that includes members from varied cultural and gender backgrounds. - **Respect for differences**, where employees respect and value different opinions, cultural practices, and experiences. **E.g.**, religious accommodations. - **Open communication**, where people feel comfortable expressing their thoughts, opinions, or concerns, without fear of discrimination or retaliation. **E.g**., your company could regularly put out employee surveys and make changes according to feedback. - **Recognition and appreciation**, where people are acknowledged and celebrated equally. **E.g.**, a peer recognition program. ## **What does it mean to value diversity?** Overall, valuing diversity is about actively recognizing, respecting, and appreciating the unique qualities, experiences, and perspectives that people bring to a group, org, or community. This means that differences are celebrated as strengths, not barriers, and people should feel accepted and respected. If you want to value diversity in your company, you can: - Encourage diverse hiring practices, - Create inclusive employee resource groups, - Provide cultural competency training for teams, - Actively seek out and listen to the experiences of others, - Recognize and address biases in decision-making, communication, and action, - And host events that celebrate cultural or ethnic traditions. It’s all about embracing differences and looking at them as assets, not challenges or problems. ## **Why is diversity important in the workplace?** > “Employees of firms with 2-D diversity are 45% likelier to report a growth in market share over the previous year and 70% likelier to report that the firm captured a new market.” – [Harvard Business Review](https://hbr.org/2013/12/how-diversity-can-drive-innovation) All right, we’ve already touched on the advantages of DEI in the workplace, but let’s look more in-depth at why diversity is so important. How exactly can implementing it benefit your company? ### **Boosts innovation and creativity** DEI encourages creativity, since having a diverse group brings many POVs together, which in turn leads to more innovative solutions and ideas – think about it; if you have a group of people from different backgrounds looking into how to solve a problem, you’ll likely get results that are more outside-the-box. In fact, a McKinsey study found that [companies with greater gender and ethnic diversity are 35% more likely to outperform their competitors in profitability](https://www.mckinsey.com/featured-insights/diversity-and-inclusion/diversity-wins-how-inclusion-matters). [Don’t ignore the importance of marketing creativity in ITAm I for real asking creativity in IT Marketing? Why would IT industry communications need creativity, emotional cues, and compelling stories? Don’t worry, I am not going to judge you, after all it’s something we have all witnessed the IT industry communicating.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--41.png)CMO AllianceSaikrishna Yallapu![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Untitled-design--23-.png)](https://www.cmoalliance.com/the-role-of-creativity-in-it-marketing/) ### **Improves collaboration** DEI also improves collaboration because, when people feel valued, they’re more likely to engage with one another and collaborate more effectively. ### **Attracts top talent** An investment in diversity, equity, and inclusion makes companies more appealing to job seekers who value inclusive work environments. This means you’re increasing your chances of hiring highly skilled and motivated people. For example, according to Glassdoor, [76% of people looking for a job say diversity is an important factor when evaluating job offers](https://www.glassdoor.com/blog/diversity/). ### **Improves employee retention** Not only can you attract talented people if you invest in DEI practices, but staff are also more likely to be loyal to your company if they feel respected and included. So, you can reduce turnover rates and recruitment costs while increasing productivity at the same time. ### **Enhances decision-making** Because diverse groups consider a wider range of perspectives, they’re less likely to fall into groupthink, which can lead to more balanced, informed, and [creative](https://www.cmoalliance.com/cultural-flexibility-for-marketing-creativity/) decisions. Cloverpop found that [diverse teams make better decisions 87% of the time](https://www.cloverpop.com/hubfs/Whitepapers/Cloverpop%5FHacking%5FDiversity%5FInclusive%5FDecision%5FMaking%5FWhite%5FPaper.pdf) compared to individual decision-makers. ### **Expands market reach** A diverse staff can better understand and relate to a diverse customer base, meaning you can improve customer satisfaction and loyalty while opening up new markets and demographics. ### **Strengths your reputation** DEI initiatives show a commitment to social responsibility and ethical business practices, meaning people create a positive perception of your brand – you can also more easily build trust with consumers, partners, and investors. [Addressing social factors in ESGCutting investment into the Social aspect of ESG these efforts will impact your short-term and your long-term growth, as it plays a key part of your ‘people’ strategy – the heartbeat of your organization.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--42.png)CMO AllianceDr. Leeya Hendricks![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Untitled-design--24--1.png)](https://www.cmoalliance.com/addressing-social-factors-in-esg/) ### **Reduces workplace conflict** If employees understand and respect cultural, social, and personal differences, you’re more likely to have an environment with fewer misunderstandings and conflicts – and better communication and collaboration. ### **Drives financial performance** Diverse and inclusive companies are better equipped to innovate, make decisions, and engage employees effectively. For instance, a Boston Consulting Group study found that companies with diverse management teams [generate 19% more revenue](https://www.bcg.com/publications/2018/how-diverse-leadership-teams-boost-innovation) from innovation. However, according to Forrester, [organizational investments in diversity, equity, and inclusion fell to 27% in 2023](https://www.forrester.com/blogs/predictions-2024-future-of-work-employee-experience/), compared to 33% in 2022 – the prediction is for 20% in 2024. This means that, despite the importance of DEI, ****companies aren’t investing in initiatives as much as they used to**. This could be due to cost-cutting, as seen by the many layoffs across industries. Still, DEI isn’t being axed **en masse* – in a recent survey, nearly 200 US chief human resources officers said they had [no plans to scale back on diversity, equity, and inclusion](https://www.conference-board.org/press/chro-confidence-q4). In addition, a Morning Consult survey showed 82% of business leaders “[consider diversity initiatives as essential to their business strategy](https://irp.cdn-website.com/0dd693a6/files/uploaded/Briefing%20-%20Senior%20Executives%20on%20Diversity%20Initiatives%20vEXTERNAL.pdf)”. ## **How to incorporate DEI in the workplace** It’s not about sinking a huge amount of budget into DEI, but making a difference even with the smallest changes. Here are some ways you can incorporate DEI in your company: ### **Secure leadership buy-in** DEI starts at the top, so ensure everyone is on board so that the initiatives receive the necessary resources and attention. Train leaders on the importance of DEI and their role in fostering inclusivity. ### **Assess your current DEI status** Understand where your org stands so you can identify areas for improvement. This means conducting an internal audit of hiring practices, pay equity, and employee demographics. ### **Set clear and measurable goals** Specific goals make it easier to track progress and demonstrate commitment, so develop a roadmap with milestones and timelines. ### **Create inclusive recruitment practices** If you hire diverse people, you can build a workforce that reflects the diversity in society. To do this, you must partner with orgs that share the same values, train people to recognize and [remove bias](https://www.cmoalliance.com/the-different-faces-of-unconscious-bias-in-the-workplace/), and craft inclusive job descriptions. ### **Foster a culture of belonging** People perform better when they feel valued and respected, so celebrate diverse holidays, create open channels for feedback, act on employee concerns, and promote safety so that staff feel safe expressing ideas. ### **Provide DEI training** Education is key to overcoming biases and creating understanding. So, train people on topics like bias and inclusive leadership, and provide ongoing learning opportunities (e.g., workshops and webinars). ## **Challenges you may face when implementing DEI** Incorporating DEI doesn’t come without its challenges. There are, for example, common **misconceptions** about DEI that include: - **“DEI is just about hiring more diverse candidates”**: This oversimplifies the work, since more is needed to achieve DEI success. For example, it’s also about making your diverse workforce feel like they can speak up and share their ideas. - **“DEI is a one-time initiative”**: Many view DEI as a box to tick – however, this is (or should be) an ongoing process that’s constantly monitored, changed, and improved. - **“Meritocracy and DEI are at odds”**: Some people might believe that, if you prioritize diversity, you’re undermining the system where people are promoted due to merit. True DEI means to enhance meritocracy by leveling the playing field. There are also **resistances** you may encounter along the way, such as: - Some leaders may view DEI as a cost rather than something that drives value. - Employees may feel that DEI initiatives are politically driven or irrelevant, so clear communication about your goals is crucial. - Your DEI effort may stall if there isn’t enough leadership support, so ensure there’s top-down accountability. ## **How to write a DEI statement** You can use a DEI statement to communicate your commitment to creating a diverse, equitable, and inclusive environment – this statement should reflect your values, goals, and plans to support DEI while resonating with your audience. Here are some ideas to inspire you to write your own statement: ### **1\. Start with a purpose** Define why DEI is important to your company and connect it to your mission, values, and goals. **Example**: "At \[Company Name\], we believe that diversity, equity, and inclusion are essential to innovation, collaboration, and building a better future. These principles are woven into the fabric of our mission to \[core purpose\]." ### **2\. Acknowledge the current landscape** You can also recognize the importance of DEI and, if applicable, the challenges and inequities in your industry. **Example**: "We acknowledge that systemic barriers and inequities have historically excluded underrepresented voices in \[industry/sector\]. At \[Company Name\], we are committed to changing this narrative by fostering an environment where all individuals feel valued and empowered." ### **3\. State your commitments** Clearly articulate the actions you’re taking (or will take) to support DEI – and be specific. **Example**: "We are committed to increasing representation in leadership roles by \[specific percentage or timeframe\]” or "Our hiring practices prioritize equitable opportunities through \[programs, partnerships, or initiatives\]". ### **4\. Emphasize accountability** You can also show your commitment to DEI by highlighting how you’ll measure progress and remain accountable. **Example**: "We will regularly review and report on our DEI metrics, ensuring transparency and continuous improvement in our practices." ### **5\. Include a call to action** Why not encourage collaboration and invite people to join your efforts? This can help you create a sense of shared responsibility. **Example**: "Together, we can create a workplace that reflects the diverse communities we serve and paves the way for equitable opportunities for all." ### **6\. Use the right language** Write in a tone that aligns with your brand voice but which is also authentic and inclusive. Avoid jargon or generic statements that lack depth. **Example**: "We are unwavering in our belief that everyone, regardless of their background, deserves the opportunity to thrive. This commitment drives every decision we make." ### **Sample DEI statement** "At \[Company Name\], diversity, equity, and inclusion are at the heart of who we are. We are committed to creating a workplace where everyone feels valued, respected, and empowered to contribute their unique perspectives. We recognize that systemic barriers have limited opportunities for many, and we are dedicated to breaking those barriers by fostering equity in all aspects of our organization. Our initiatives include \[specific actions, e.g., equitable hiring practices, representation goals, DEI training, and partnerships with diverse organizations\]. We hold ourselves accountable by measuring progress and staying transparent about our results. We invite every employee, customer, and partner to join us in building a more inclusive future where everyone has the chance to thrive." ### **DEI statements of real companies** - [Girls Who Code](https://girlswhocode.com/diversity-equity-and-inclusion): “Girls Who Code is an organization that values diversity, equity, and inclusion as essential to our mission.” - [John Lewis](https://www.johnlewispartnership.co.uk/work/diversity-and-inclusion.html): “Our business is our business, and our differentiated culture drives our Purpose with Belonging and Inclusion at the heart of who we are as a Partnership.” - [P&G](https://us.pg.com/equality-and-inclusion/): “We aspire to create a company and a world where equality and inclusion are achievable for all, driving growth and creating value for our employees, through our brands, with our partners and in communities.” ## **Real-world examples of DEI efforts** ### **Cisco Systems** Cisco’s Proximity Initiative encourages senior leaders to engage with colleagues from diverse backgrounds, creating mentorship and allyship opportunities. This initiative has led to changes in the workplace. > “Each year, Cisco reviews employees’ base salary, promotions, stock grant values, and bonuses — analyzing for differences along gender, race, and ethnicity lines. Cisco says 1-2 percent of employees tend to receive adjustments to their pay for fairness after this exercise.” – [Financial Times](https://www.ft.com/content/58b6b437-69b6-4675-8104-89333b8a6b7e) The initiative is part of why Cisco snagged the top position in the Financial Times-Statista [Diversity Leaders ranking](https://www.ft.com/content/185527ed-dd13-4ee8-9d6c-916e51a57b34). ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXeOS3LIb3JDk_MNZ9c1UL79sddqdLxP0ZnUGfNRkeTLUU70vaJdtLsMls3Ae2dh3q6wNp_BBRKM8ImobFd5iwT4J7c6-VKL6cAi1yI4bunTv37Lq3heGHVeTKRLBPc3bQkGtZzKOw?key=tdADDzTQalJCCm9_k9Bztld_) ### **Novartis** Pharmaceutical company Novartis “[believes that a safe, supportive working environment](https://sustainabilitymag.com/top10/top-10-diverse-leadership-teams) with DEI training embedded into practices is the best space for innovation and productivity”. The company has over 100k employees who represent a wide range of groups – they were also included in Bloomberg’s 2022 Gender-Equality Index and received awards for their LBGTQ+ diversity. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXe3Hw9_YlN0p3AS47XMQhM9hSE5n5HiDHjD5FCLGTwwo24lkrx-n3nyTZV7QJ38fovXF33BJACiqrtRiRLOn0VIymnOCYW5jM2iBZ7N0kkfUHEaLD96mGSGskAIvHFYMzODrMGdwA?key=tdADDzTQalJCCm9_k9Bztld_) ### **Microsoft** Microsoft aims to increase diversity and foster an inclusive culture through various programs like unconscious bias training, employee resource groups, and inclusive hiring practices. In their [global DEI report for 2023](https://cdn-dynmedia-1.microsoft.com/is/content/microsoftcorp/microsoft/dni/documents/presentations/MS2023DIReportFinal.pdf), they found figures like: - Women make up 31.2% of Microsoft’s worldwide staff, up 0.5% from 2022. - Racial and ethnic minorities make up 54.8% of the workforce, which is 1.5% higher than in 2022. - 96.4% of employees report “some level of awareness of the concept of allyship”. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXe5LmFWD-a_ubFdlg74utbAudRNs9UnvbtjyUoKpFyGKzZiW7g2-GgiZBycfMQiNSae2rghyXr2hmVZDVBonGaKeMdRe0zL3kEQtXo6X-X05pnFJ3X1VHGxvJohhqSatsdFP-xB?key=tdADDzTQalJCCm9_k9Bztld_) ### **Starbucks** With training programs like "The Third Place" and initiatives that support veterans, refugees, and minority-owned businesses, Starbucks aims to promote inclusion and diversity. Starbucks is also [expanding their diverse workforce](https://about.starbucks.com/stories/2024/workforce-diversity-at-starbucks/): > “At the end of 2024, our U.S. partner base is 70.9% female and 28.4% male. Additionally, in the U.S., diverse partners represent more than 51.9% of our retail team and more than 37.9% of our corporate roles.” ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXcsToiLFLpFlWZsR1dNRLtwTSEQKNqSbF1eZ9X-qMfv-ZGjmpXGjJjhHDxgq_WDEpXHTtBVgw6r8qjdlYyfncxgxZhyZ79oZ8DWkXWfYyoNlNPwmFU_-5G6ThH4HBOHL48UVDwF?key=tdADDzTQalJCCm9_k9Bztld_) ### **Google** Google's DEI efforts include increasing workforce representation, supporting employee resource groups, and publishing annual diversity reports to track progress. For instance, they published a [2023 report](https://about.google/belonging/diversity-annual-report/2023/) with findings like: - $1.2bn investment to Latin America’s digital future, working with governments, entrepreneurs, businesses, and communities to focus on “digital infrastructure, digital skills, entrepreneurship, and inclusive, sustainable communities”. - In Canada, Google continued to support Indigenous communities with a $2.7 million grant to ComIT, Actua, and MediaSmarts. - In 2022, Google increased leadership representation of Black+, Latinx+, and Native American+ Googlers by 30%. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXe7_ztvF6EBFUB06lWTvmgziqywHJOCDsuPSD7aCR1QnfG_vg6rAbSpJ-cSv-7a8ftMaPvaQrcxZAbdA9OnAcwIKRS1O0LndBT0z5gNj-B2IEJC_unqeQSs5zeUbTJQCvFx9h5a?key=tdADDzTQalJCCm9_k9Bztld_) ## **How to track your DEI initiatives** Measuring the success of your DEI initiatives requires a mix of qualitative and quantitative metrics. These are a great starting point for you: ### **Employee demographics** And speaking of employee demographics and Starbucks, did you know the company uses [Tableau Public](https://public.tableau.com/app/profile/starbucks.coffee.company/viz/2024StarbucksU%5FS%5FWorkforceDemographics/Data) to showcase who works for them? You can go and check their demographics and who they’re hiring at any time. After all, if you want to foster a diverse staff, it’s important to hire people who have different backgrounds, ages, disabilities, etc. Take a look at the current make-up of your workforce and consider whether you’re already on the right track or need to invest more in DEI. ### **Retention and turnover** Who’s leaving your company? Analyze your demographics to identify disparities there, as well as how long people stay with you – what backgrounds do they have? ### **Pay equity** Make sure to compare salaries within roles across demographic groups (e.g., gender) and make adjustments if there are any discrepancies. ### **Promotion rates** Who’s getting promoted every time an opportunity comes up? Track this metric to see whether there are differences in your demographics. ### **Employee sentiment** What better way to know how your staff feels about your initiatives than asking them directly? An anonymous survey can tell you the percentage of employees who feel valued, respected, and supported, and who don’t. Include questions like “Do you feel comfortable expressing your opinions at work?” and “Do you feel your identity is respected in the workplace?” ### **Engagement scores** You can also track differences in engagement levels across demographic groups, which can tell you a lot about the people who feel engaged and those who may feel ignored or unsupported. ### **Recruitment metrics** Track the effectiveness of job boards, partnerships, and outreach to underrepresented groups, measure the reduction in bias (for example, through interviews), and measure the percentage of offers accepted by diverse candidates. ### **Leadership metrics** Who makes up your leadership team? Do you have diversity in your C-suite or board of directors? This is all about the percentage of leaders from underrepresented groups, but you can also track the number of DEI initiatives led or supported by your fellow leaders. ### **Workplace culture** You should also look into the number of complaints or incidents reported in your company, as well as their outcomes. And a survey can help you gather feedback on whether staff feel safe voicing concerns. ## **The role of leadership in the success of DEI** Diversity, equity, and inclusion initiatives can’t be incorporated if leadership isn’t on board. So, how can you support your teams? As a CMO, director, or other C-suite member, you must **set the tone** for what you want to see. Model the right behaviors and show your commitment to DEI through your actions and decisions. It’s important you also **allocate enough resources** for DEI efforts; without the necessary funding, tools, or people, DEI is unlikely to succeed at your company. **Include DEI in your strategies**. This means integrating them into business goals, from product development to customer engagement. You should **listen actively** as well – so, encourage feedback and consider the input of underrepresented groups, so they feel like you’re listening to their concerns. In addition, **reflect on your own biases** to better understand the challenges those groups are facing. When you make a decision, you can also **share the rationale** behind them, since this can promote trust and reinforce a culture of equity. **Hold other leaders accountable** too. How can you do this? For instance, by tying KPIs to DEI goals, measuring leaders on their progress, and recognizing and rewarding leaders who champion DEI efforts. ## **In short** DEI is more than just a buzzword. Diversity, equity, and inclusion are crucial pillars for any org and leader wanting to foster an environment where everyone is valued, seen, and respected. And, of course, this can lead to an increase in innovation, engagement, and overall company success. --- *AI has a huge impact on marketing, and those in leadership positions are at the forefront of it all.* *Get your copy of the* [*AI for Marketing Leaders ebook*](https://www.cmoalliance.com/ai-for-marketing-leaders-ebook/) *to get real-world case studies from CMOs using AI, mistakes to avoid, tips for upskilling your team, and more.* [AI for Marketing Leaders eBookThe impact of artificial intelligence on the marketing industry is multifaceted and profound – and marketers in leadership positions are at the forefront of this transformation. To stay ahead, businesses must integrate AI into their strategies to enhance personalization, predict customer behavior, and scale content creation like never before. Our AI![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--40.png)CMO AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_AI_Marketing_Leaders_eBook__Blog-1.png)](https://www.cmoalliance.com/ai-for-marketing-leaders-ebook/) ### What is affiliate marketing? Your complete guide URL: https://www.cmoalliance.com/what-is-affiliate-marketing/ Last updated: 2025-08-26T14:54:03.000Z > “Affiliate marketing is an excellent opportunity if you truly believe in the value of the product you’re selling. Because many times, you can make money off of something you would probably recommend anyway.” – *Neil Patel, marketer and co-founder of Crazy Egg and Hello Bar* With [affiliate marketing spending in the US](https://www.statista.com/statistics/693438/affiliate-marketing-spending/) reaching $9.5bn USD in 2023 – and projected to reach $12bn in 2025 and $15.8bn in 2028 – it’s clear that this strategy is not widely used but also going strong. It’s an efficient way for businesses to grow their reach and revenue and, if done correctly, it’s a win-win for both companies and affiliates. So, let’s look at what you need to know about creating a great affiliate marketing strategy, from planning to execution. ## **Key takeaways about affiliate marketing** - Affiliate marketing operates on a **pay-for-performance** model. - It’s **budget-friendly and low-risk**, since businesses only pay for results. - Affiliates can tap into diverse audiences so you get **expanded reach**. - **Affiliates are diverse** and can include bloggers, review sites, coupon platforms, [influencers](https://www.cmoalliance.com/why-is-influencer-marketing-important/), etc. - You can **track ROI** with tracking links and analytics platforms and measure the performance of your affiliate campaigns. - Affiliate programs can **scale quickly** and lead to revenue opportunities. - It **takes time** to recruit affiliates, build trust, and refine strategies for maximum ROI. ## **What is affiliate marketing?** Affiliate marketing is like a [referral program](https://www.cmoalliance.com/how-to-build-a-customer-referral-program/) on steroids – in essence, it’s a performance-based marketing strategy where businesses reward affiliates for driving traffic or sales through their referral efforts. Imagine recommending a product or service to someone and, if they buy it, you get paid for making it happen. In fact, according to an [AuthorityHacker survey](https://www.authorityhacker.com/affiliate-marketing-survey/), the average affiliate marketer **makes $8,038 USD monthly**. ## **How does affiliate marketing work?** 1. You have a product or service you want to promote. 2. You create a special link or code for people to share on their social media channels, sites, and more. 3. The affiliate spreads the word – through a blog, social media, YouTube, etc. 4. When someone clicks the link and buys something, the affiliate gets a commission. People who click the link get a cookie stored on their computer or mobile. 5. It’s a win-win – you get more customers and affiliates/partners make money for being the middleperson. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXcT3Rqsla4OUNXEmuyY7uE3MUqOvl4qjymODjZ-hN9eGEhEcOds5inSEcOe89HlhlfLwJgwhxpoKBPlrxAcjCqc7gR26mVnWWj5InadnVEXgmWLdCVKNZTy66eEby8A9rzgNCi7?key=ClsQ81dUag1-AKqoXKYImw-T) **Source:* [**Ahrefs*](https://ahrefs.com/blog/wp-content/uploads/2020/01/affiliate-marketing-link.png) ## **Common affiliate marketing models** ### **Pay-per-sale** With pay-per-sale (PPS), affiliates earn a fixed commission or percentage of the sale value whenever a referred customer makes a purchase. This model is typically used in e-commerce stores, subscription services, and digital products. This model encourages affiliates to target users who are likely to purchase and can also lead to high-quality traffic for businesses. The challenges with PPS include the fact that affiliates may prefer other models since earnings depend on completed sales and it can be hard for businesses to track conversions accurately. ### **Pay-per-click** Pay-per-click, or PPC, can be another affiliate marketing model, in which affiliates are paid based on the number of clicks they drive to a site. This is a good model for businesses that want to increase their website traffic or brand awareness, and the payment structure is often a small, fixed amount per click. PPC is easy to learn and suitable for orgs with strong conversion rates, but you do run the risk of traffic not converting; it also needs to be monitored due to potential click fraud (a.k.a., number of clicks being artificially increased). [What is pay-per-click? Tips for successful PPC insideLearn how to prep for a PPC ad campaign to stay at the top of search results while increasing brand awareness and generating qualified leads.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--69.png)Revenue Marketing AllianceRebecca Stewart![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Mouse-click-ppc-image.jpg)](https://www.cmoalliance.com/preparing-for-b2b-ppc/) ### **Pay-per-lead** Affiliates earn a commission for generating leads with this model, like email sign-ups, webinar registrations, or form submissions. Pay-per-lead (PPL) is a good model for B2B companies, SaaS businesses, and industries like finance or insurance, and commissions are typically higher. PPL is cost-effective for businesses that want to focus on [lead gen](https://www.cmoalliance.com/transitioning-from-lead-generation-to-demand-generation-a-case-study/) but ensuring the quality of leads may be a challenge and affiliates might need to target niche audiences. ### **Cost-per-acquisition** With cost-per-acquisition (CPA), affiliates are paid for specific actions, like a sale, app download, or subscription. Some of the pros include predictable ROI for businesses and versatility, which means CPA can be applied in different industries. However, it also comes with some challenges, such as difficulty/complexity in tracking different actions; affiliates also need to optimize for high-intent users. ### **Revenue sharing** Revenue sharing means that affiliates earn a percentage of the revenue generated from their referrals, and it’s a model best suited for subscription-based services like streaming, SaaS, and memberships. This model has a long-term earning potential for affiliates, though they depend on customer retention to sustain their income. ### **Two-tier programs** With two-tier programs, affiliates earn a commission not only on their referrals but also on the activity of affiliates they recruit. This model is best suited for companies wanting to expand rapidly through affiliate networks. The benefits of these programs include passive income from sub-affiliates’ efforts. However, two-tier programs can be difficult to manage and monitor, especially when it comes to ethical issues (since it can resemble a pyramid scheme if not properly structured). ### **Influencer model** [Influencers can use affiliate links](https://www.cmoalliance.com/why-is-influencer-marketing-important/) or promo codes to recommend products and services to their audience. You’ll find this model widely in consumer-focused brands and industries like beauty, fashion, and fitness. Using influencers can help you leverage the trust and loyalty between them and their audience, as well as drive high engagement and niche traffic. On the downside, the ROI depends on the influencers’ audience, mainly their engagement; on top of this, there can be potential credibility issues if influencers promote too many products. > “Affiliate marketing is not a ‘push-button’ solution. It takes focus and commitment, and a certain choreography to make it happen the way you want it to." – [Pat Flynn, Entrepreneur](https://earnkaro.com/blog/affiliate-marketing-quotes/) ## **Top benefits of affiliate marketing** ### **For businesses** - It can be **cost-effective**, since affiliate marketing pays only for results, minimizing your financial risk. - Affiliate marketing is a **low-risk strategy** that doesn’t require upfront costs when compared to traditional advertising. - You can **expand your program** fairly easily by onboarding more affiliates. - Affiliates can introduce your brand to new audiences, resulting in **increased brand awareness** and reach for your business. - Affiliates use blogs, social media, and other channels to promote your products, which means **diverse marketing efforts** to help you promote your product/service. - Affiliate marketing is low maintenance – once set up, affiliate programs require minimal management, especially because affiliates are the ones handling content creation, promotion, and audience [engagement](https://www.cmoalliance.com/event-driven-marketing-turning-attendee-engagement-into-revenue/). ### **For affiliates** - Affiliate marketing is a great way for affiliates to **earn passive income** by leveraging their audience and [content](https://www.cmoalliance.com/how-content-drives-your-growth-marketing-strategy/) creation skills. They can earn commissions even while offline. - There’s a **low barrier of entry** with minimal or no financial investment required to start, since affiliates don't have to create products or manage inventory. - Affiliates can work on their own schedules and choose niches they’re passionate about, so affiliate marketing can give them **flexibility and independence**. It’s also possible to get multiple income streams by partnering with different brands. Both parties benefit from affiliate marketing since it’s a win-win situation. Businesses gain customers and affiliates gain commissions. [Improving the customer journey with affiliate marketingBy blending affiliate marketing into your overall strategy, you can craft a cohesive, engaging experience that guides customers from awareness to purchase and beyond.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--70.png)Revenue Marketing AllianceSonu Bubna![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Sharing_Article_Images_Author-Text--1-.png)](https://www.cmoalliance.com/improving-the-customer-journey-with-affiliate-marketing/) ## **Cons of affiliate marketing** However, despite the many benefits of affiliate marketing, there’s no denying there are some downsides too. ### **For businesses** - There’s a **lack of control over affiliates**, who can use unethical or spammy tactics – when you’re associated with them, your reputation can suffer. - **Attracting and retaining high-performing affiliates** can be hard and costly, as affiliates often promote multiple brands and have no loyalty to just one company. - There’s a **risk of fraud** if affiliates engage in fraudulent practices, such as cookie stuffing (meaning placing affiliate cookies on a user’s device without their knowledge) or fake leads. - By nature, affiliate marketing success **depends on third parties** to drive traffic and conversions, and poor efforts can directly impact business results. - It may be difficult to [correctly attribute marketing efforts](https://www.cmoalliance.com/the-marketing-attribution-ebook/). Cookie-based tracking may miss conversions, especially due to ad blockers and privacy rules. ### **For affiliates** - Many affiliates promote the same products, making it harder to stand out. Niches can become **oversaturated**. - Affiliates **depend on business policies**, which can change suddenly. - **Earnings are inconsistent** and depend on performance, meaning income can be unstable. - Many affiliate programs have a **waiting period** before commissions are paid. - Affiliates have **limited control** over products and pricing. - Poor customer experiences with the business can **damage the reputation** and credibility of the affiliate. - Building traffic, creating quality content, and optimizing campaigns take **time and effort**. ## **Affiliate marketing mistakes to avoid** ### **Choosing the wrong affiliates** One of the biggest mistakes orgs make is partnering with affiliates who aren’t relevant to their brand or who use tactics that may harm the company’s reputation. The solution is to vet affiliates thoroughly and prioritize people who align with your brand values and target audience. ### **Unclear commission structure** Another thing to avoid is to offer commission rates that may be confusing or unappealing, since this may put affiliates off. So, you must communicate your commission rates clearly and ensure people understand the terms well. ### **Ignoring affiliate relationships** Some companies may neglect to engage and support affiliates regularly, so it’s crucial you provide training, resources, and updates to help affiliates succeed. After all, a good relationship is a win-win for both parties. ### **Overcomplicating affiliate tracking** Again, it’s important to be clear when it comes to the way you track links. Avoid outdated or unreliable systems that can’t attribute sales properly. [The Marketing Attribution eBookReal-world data combined with expert insights in a simple eBook to give you the roadmap for scaling your marketing attribution efforts.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--71.png)Revenue Marketing AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Marketing-attribution-eBook-revenue-marketing-alliance-1-8.png)](https://www.cmoalliance.com/the-marketing-attribution-ebook/) ### **Neglecting compliance** The Federal Trade Commission (FTC) has strict disclosure guidelines, as affiliates must let their audiences know the connection they have with the company or product they’re promoting. So, a big mistake some orgs may make is failing to ensure affiliates are complying with these guidelines. ### **Lack of communication** It’s important that you provide affiliates with the resources and updates they need to successfully promote your product or brand, so give them regular newsletters, promotional materials, and open communication channels. ### **Ignoring feedback** If affiliates voice their concerns or give you suggestions for improvement, take the chance to strengthen your relationship with them and improve your offerings. ## **How to build an affiliate marketing strategy** ### **1\. Set clear goals** It goes without saying that you should define what success looks like. What are you hoping to achieve with your affiliate program? More sales? More eyes on your brand? Having clear KPIs can guide your strategy and help affiliates understand what you’re looking for. [Are revenue marketers hitting their revenue goals?Our State of Revenue Marketing report is packed full of data about how our respondents are fairing in terms of their revenue performance. In this preview, we share some of our findings from the report related to revenue goals.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--72.png)Revenue Marketing AllianceHannah Wesson![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Are-revenue-marketers-hitting-their-revenue-goals-.jpg)](https://www.cmoalliance.com/are-revenue-marketers-hitting-revenue-goals/) ### **2\. Choose the right model** As we’ve seen above, there are many different affiliate marketing models you can choose from, so ensure you’re picking the one that best suits you and your needs/goals – as well as budget. ### **3\. Recruit the right affiliates** The success of your program depends on your affiliates, so ensure they have an engaged audience that aligns with your target market, who create high-quality content, and who share your values. Influencer platforms and affiliate networks can be great places to look for affiliates. ### **4\. Create a great offer** Affiliates are more likely to promote products they see as valuable and rewarding so make sure you’re providing a competitive commission structure and clear benefits for your affiliates. ### **5\. Equip affiliates with the right tools** Your affiliates should have [all the tools they need](https://www.cmoalliance.com/18-tools-for-data-collection-in-2024/) to successfully promote your products, whether it’s custom links and banners, educational content, and analytics tools (these allow affiliates to track how well their campaigns are performing in real time). ### **6\. Monitor and optimize** Use analytics to track affiliate performance and ROI. Look for trends and adjust your strategy as needed. For example, identify top-performing affiliates and reward them with bonuses, optimize underperforming campaigns with new creatives or incentives, and gather feedback to refine your program. ## **Metrics to measure affiliate marketing performance** So, you go through all the trouble of creating an affiliate program – how can you tell if your efforts are worth it? If the campaign is succeeding? Sure, maybe you’re seeing more sales, but there are other metrics you can pay attention to. For example: - **Clicks**: This measures how many users click on your affiliate links, and tracking it indicates how effectively people are driving traffic to your site. - **Click-through rate**: The [click-through rate](https://www.cmoalliance.com/how-to-write-a-subject-line-that-gets-click-through) shows just how effective the affiliate content is in engaging audiences. - **Bounce rate**: This is the percentage of people who leave your site without taking action, and measuring it helps you assess the quality of the traffic driven by affiliates. - **Conversion rate**: It measures how effectively affiliate traffic is converting into sales, sign-ups, or downloads. - **Cost per acquisition**: Evaluates how cost-efficient your affiliate marketing program is. - **Total revenue**: It does what it says on the tin. By tracking this metric, you know how many sales the affiliate campaign generated for you. - [**Customer lifetime value**](https://www.cmoalliance.com/how-to-calculate-and-increase-customer-lifetime-value-clv/): This refers to the total revenue you can expect from customers referred by affiliates over their lifetime, and it’s important to track because it helps you evaluate the long-term impact of affiliate marketing. - **ROI**: It shows the profitability of your affiliate marketing efforts. - **New vs returning customers**: These metrics evaluate whether affiliates are actually expanding your customer base or whether you need to rethink your strategy. - **Retention rate**: This reflects the quality of traffic and customer loyalty that affiliates are bringing in. ## **Examples of successful affiliate marketing programs** ### **Amazon Associates** This is one of the most well-known and popular affiliate programs and allows affiliates to promote millions of products available on Amazon. The company offers a tiered [commission structure](https://affiliate-program.amazon.co.uk/help/node/topic/GJ4X6Z5AE9KJVEMA) based on product categories, as well as customizable affiliate tools like banners, widgets, and product links. Part of the reason for its success is that Amazon has a huge product selection that appeals to many different audiences (bloggers, YouTubers, etc.) who link to products like books, gadgets, and beauty products. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXf_dXG_-RL1AfHDoZ36aUpZSfhiwbpNg5FjxbpLVc4YlE5joG1WIVGJjjXGAr5EwhTjWvN1YR2DbflzbCTna7-P6PLu51pTmSCan4eM0GTWeXH2YiiRyzKxttieVQ2sAViCYAdkng?key=ClsQ81dUag1-AKqoXKYImw-T) ### **Shopify Affiliate Program** Affiliates earn commissions for [referring new customers to Shopify](https://www.shopify.com/uk/affiliates). Some of the key features Shopify offers are high payouts and extensive resources and support for affiliates. They carved a clear niche in the e-commerce platform market and have a strong brand trust, which helps them succeed. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXd6hqgVpOGJOuL-qHNhYjE_39yalKCuHXG4E269w48c0x2qtMEF4uipb1Kqgv_yjVUJOLytN8u_PoQb2BtJaP3le7vhN_IMHAb9qh3O7cU8ooBIoR99ZwQAIL5l5UResa4GgGPe2Q?key=ClsQ81dUag1-AKqoXKYImw-T) ### **Wirecutter** [Wirecutter](https://www.nytimes.com/wirecutter/), owned by The New York Times, is a site that found success through affiliate commissions – actually, in 2022, they had a [20% increase in revenue](https://digiday.com/media/wirecutter-tests-new-content-on-different-platforms-to-increase-affiliate-revenue/) due to this model and approach. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXeo3mUvkXA6y15_w8o-5ybHjl-GW7SGWF1my27yoZP4VEXBE20yiEYx5JYXemeU5oyBoqm6G0xFjpsaNQ6pZL4o0kgm7oEh-xXY98EyOYWjMBTQjD-Sht8O08yhMh_jEwd7CNPWyg?key=ClsQ81dUag1-AKqoXKYImw-T) ### **Hubspot Affiliate Program** [HubSpot’s program](https://www.hubspot.com/partners/affiliates) offers commissions for referring users to their platform. They also provide high rates of up to $1,000 per customer for enterprise plans and strong support for affiliates. Their success is also due to the high value of their products and the suitability of the program for B2B audiences and marketers. For example, many digital marketing consultants recommend HubSpot to their clients. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXfk2kd3bpuCaymMzkCuGfCD9sUTuVT7iJwVGB9v4gO_OKJyIUTeG3BGGBUOIXmXF_a-5twqsZ6zOHylXSa8FhjnFULkp3nKVghQ9J-Muko7d1PqAOc2ZKnZU4VpLjoFdPfpX0keuQ?key=ClsQ81dUag1-AKqoXKYImw-T) ### **Target** [Target’s affiliate program](https://partners.target.com/) offers a commission of up to 8% on a wide range of products. Target’s become a trusted brand name with a reputation for quality, and they also provide a diverse product selection, which appeals to many niches. For instance, parenting and lifestyle blogs often promote Target’s baby or home products. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXfvpM6nFXRH1uPzrYcXD7CFhVODKtIayl7ySDGB5WApVTJP6DMiO0e_eFcTfcMj7CGQf93As5hCtSFmYkL9FFHJYV2NJ3-ZAcn6bsA2oHsIa_WY2rszddHgKhWT1O3RmosUV8ibtA?key=ClsQ81dUag1-AKqoXKYImw-T) ### **SEMrush Affiliate Program** SEMrush is a marketing and SEO tool that helps businesses improve their digital presence. They also offer an [affiliate program](https://www.semrush.com/lp/affiliate-program/en/) with high commissions that target marketers, SEO professionals, and content creators overall. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXduFdDdkBbUxabSKWNEN9nUoI7814TL83iYn8NFbDVhTc35dhqoZkFnrC2ezWRd2dfsR3nrfszw1XCtln0j6g3S8oMOwFNAMDdP8RFnJiow_nAD3fcO5IPRvrwKGVoC1YW2joY6Cw?key=ClsQ81dUag1-AKqoXKYImw-T) ## **In short** Affiliate marketing can be a powerful strategy for businesses. If you have clear goals, partner with the right people, and continuously optimize your program, you can drive significant growth – and establish long-lasting relationships with affiliates. --- *Want to know where your traffic is coming from? Get your free copy of our* [*Marketing Attribution ebook*](https://www.cmoalliance.com/the-marketing-attribution-ebook/) *to always know which channels are driving revenue.* [The Marketing Attribution eBookReal-world data combined with expert insights in a simple eBook to give you the roadmap for scaling your marketing attribution efforts.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--73.png)Revenue Marketing AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Marketing-attribution-eBook-revenue-marketing-alliance-1-9.png)](https://www.cmoalliance.com/the-marketing-attribution-ebook/) ### How AI is transforming enterprise workflows URL: https://www.cmoalliance.com/ai-transforming-enterprise-workflows/ Last updated: 2024-12-06T10:32:21.000Z Today’s AI isn’t just hype—it’s an incredible toolset helping organizations boost productivity, enhance security, and create on-brand content with ease. But with the [proliferation of AI tools](https://www.cmoalliance.com/when-ai-joins-the-team-how-cmos-should-approach-the-use-of-ai-in-marketing/), it’s essential for businesses to choose the right solutions that align with their unique needs. In this article, I’ll be running some of the pivotal use cases. Here’s a breakdown of our key talking points: - Doing more with less - The power of full-stack AI in enterprise - Built-in compliance for regulated industries - Low-code/no-code solutions - Real world world results - New horizons ## **Doing more with less** We’re all familiar with the pressure to achieve more with fewer resources. For many companies, **budget cuts** and leaner teams are the new norm, and finding ways to streamline processes is critical. This is where AI really shines. But the real question isn’t just “Can AI help?**”** It’s *how* to **strategically** apply AI in workflows so that it actually delivers measurable benefits. Choosing an AI approach that’s tailored to the unique demands of enterprise operations means thinking beyond general-use tools. Enterprise AI needs to focus on data security, brand integrity, and regulatory compliance. When integrated thoughtfully, these tools can reduce the time needed for routine tasks, amplify workforce output, and let teams focus on creative, strategic initiatives that move the needle. [AI for Marketing Leaders eBookDiscover how leading CMOs are pursuing the safe and effective implementation of AI in their marketing operations.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--44.png)CMO AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_AI_Marketing_Leaders_eBook__Blog--1-.png)](https://www.cmoalliance.com/ai-marketing-leaders-ebook/) ## **The power of full-stack AI in enterprise** One of the standout capabilities of AI in enterprise environments is its ability to bridge the gap between structured and unstructured data. Imagine you’re analyzing **sales data** while also needing quick insights from recent customer feedback. Traditionally, this would require jumping between different tools and departments. But with the right AI, teams can query both structured (numerical) and unstructured (text-based) data, synthesizing insights in seconds. A **central knowledge graph** acts as the backbone of this functionality, organizing data from various sources and making it accessible. The key benefit of this is **transparency**. [The CMO’s guide to marketing tech stacksIt’s difficult to do any kind of marketing these days without a solid array of martech, and it’s usually the responsibility of CMOs to build and maintain tech stacks for their marketing departments.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--35.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Hub_Page_Meta_marketing-tech-stacks.png)](https://www.cmoalliance.com/the-cmos-guide-to-marketing-tech-stacks/) Every team member, regardless of department, can see where each data point originates. This ensures accuracy, minimizes time spent searching for information, and ultimately drives better, faster decisions. For companies relying heavily on data, this seamless accessibility is more than a convenience; it’s a strategic advantage. ## **Built-in compliance for regulated industries** Compliance is a non-negotiable for industries handling sensitive data—think finance, healthcare, and law. It’s not enough for AI to simply process data; it must do so in a way that sticks to regulatory guidelines. Here, built-in AI guardrails can enforce both regulatory compliance and brand rules. This is particularly valuable for organizations that are navigating complex compliance landscapes and need a solution that’s both reliable and flexible. Imagine a healthcare company using AI to process patient information. Tn configure their AI platform to automatically enforce HIPAA regulations, keeping data protected andhey ca secure. The same goes for financial organizations adhering to regulations like GDPR or SOC 2\. Built-in compliance is essential for creating a seamless workflow without sacrificing security or risking costly compliance issues. [The role of marketing in enterprise cybersecurityMarketing teams are uniquely positioned to illuminate the critical nature of cybersecurity for businesses and to improve the adoption rate and implementation of better security strategies.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--36.png)CMO AllianceNazy Fouladirad![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Untitled-design--26-.png)](https://www.cmoalliance.com/the-role-of-marketing-in-enterprise-cybersecurity/) ## **Low-code, no-code solutions: customizing AI** Traditionally, building custom solutions required specialized technical knowledge, which limited who could implement and use new tools. Now, low-code and no-code AI solutions empower teams without engineering expertise to design applications tailored to their specific needs. Democratization of AI access is a significant shift for businesses that need agile, customized workflows but don’t have extensive developer resources. With these tools, teams can create, test, and deploy custom applications—whether it’s a content workflow, a reporting tool, or a data dashboard—without writing a single line of code, making it easier to scale these solutions across teams and giving departments like marketing, sales, or HR access to AI tools that precisely fit their unique processes. [Startup content marketing: How to overcome the domain authority gapAs a startup or small player, you’re fighting an inherent disadvantage when it comes to content marketing and SEO. The big domains have spent years accumulating domain authority that’ll help them rank more easily. However, that doesn’t mean you’re doomed.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--37.png)CMO AllianceJames Scherer![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/content-marketing-domain-authority-gap-2-2.jpg)](https://www.cmoalliance.com/startup-content-marketing-domain-authority-gap/) ## **Real-world results: Speed and efficiency** The potential impact of AI on productivity is huge, especially for industries with repetitive or high-volume tasks. In retail, for example, AI is slashing the time spent on content creation. One major brand reported a 99.4% reduction in time needed to create product descriptions, with improved SEO performance and traffic gains to match. Picture being able to manage thousands of SKUs with minimal manual effort. These aren’t just theoretical benefits—they’re transforming how teams operate. AI’s ability to reduce time spent on routine tasks allows teams to reallocate their energy to strategic, creative work, making a visible impact on both the top and bottom line. ## **New horizons in multimodal capabilities** Beyond text, AI’s advancements in multimodal capabilities are expanding what’s possible for companies that rely on visual data. Vision-based AI can analyze images, making it easier to manage quality control and regulatory adherence.m For instance, a company with strict labeling requirements can use AI to verify that product images meet guidelines, ensuring compliance without labor-intensive manual checks. Multimodal AI enables enterprises to save time and reduce errors across visual assets, whether in marketing, product design, or compliance. With the right solution, what used to be a costly, lengthy process can now be streamlined, with significant savings in both time and budget. ## **The Importance of data transparency** In the era of big data, transparency isn’t just a best practice; it’s essential. The right AI setup ensures that data retention is minimized, meaning that sensitive information isn’t stored indefinitely. With this level of control and transparency builds trust, companies gain peace of mind that their data is private, secure, and used only as intended. For businesses, this means they retain ownership over their data, and clients can rest assured their information isn’t being stored or used for unintended purposes. The key takeaway here? Transparency **consolidates** customer relationships and **builds** lasting trust. ## **Building brand consistency with AI** Keeping brand voice and tone consistent across platforms is challenging, especially for marketing teams juggling multiple channels. AI tools that support custom voice profiles allow businesses to maintain this consistency, whether in an email campaign, a social media post, or a client-facing document. Imagine uploading brand guidelines and stylistic preferences into an AI tool, which then applies these preferences across every communication piece. You’re not only saving time but also ensuring your brand voice remains distinct and recognizable, no matter the channel or audience. [Brand strategy for startups: an often overlooked advantageI’m always a bit surprised, with how much brand marketing has evolved over the years, that there is still quite a bit of confusion around what it really is and where to start.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--38.png)CMO AllianceJoanna Lord![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Brand-strategy-chess-3.jpg)](https://www.cmoalliance.com/brand-strategy-for-startups-an-often-overlooked-advantage/) ## **AI for workflow optimization across teams** From content creation to operational processes, AI’s flexibility makes it a natural fit for workflow optimization across departments. Routine but essential tasks, like drafting RFPs or pulling reports, can be automated, freeing up team members to focus on more impactful work. AI enables leaders to allocate resources more strategically, enhancing team productivity and satisfaction. One example is in operations, where automating workflows saves significant time and effort. Let’s say your team is responsible for writing RFPs—a task that, while necessary, can be time-consuming. Automating this process means your team can focus on initiatives that drive growth, instead of being bogged down by paperwork. ## **Unlocking potential with an expert assistant** What’s exciting about this AI evolution is how it enables team members at every level to work smarter. From entry-level employees to senior executives, everyone can access insights, analyze data, and create content. This accessibility means that AI isn’t just a tool for tech-savvy users; it’s an empowering force for everyone in the organization. As AI tools continue to advance, they’re becoming essential partners in helping teams accomplish their goals more efficiently. This shift toward more efficient, collaborative, and data-driven work environments is paving the way for enterprises to achieve new levels of growth, precision, and resilience. ## **To sum up: making AI work for you** In the end, the potential of AI in enterprise workflows isn’t just about doing things faster—it’s about doing them smarter and more effectively. By combining powerful tools with secure, customized solutions, we can bridge gaps in data, streamline operations, and bring creativity back to the forefront of our work. As AI continues to evolve, the enterprises that embrace these advancements with thoughtful, purpose-driven strategies will see the most significant gains. So whether you’re enhancing productivity, optimizing workflows, or building a stronger connection with customers, the right AI can be a valuable partner in reaching those goals. Now is the time to unlock that potential and see how far it can take you. --- *This article is based on a presentation given by David at the Chief Marketing Officer Summit, New York, 2024\. For the full talk, and access to all talks from this event,* [***click here.***](https://events.cmoalliance.com/location/newyork/?ref=cmoalliance.com&%5Fgl=1%2Ajc3yht%2A%5Fup%2AMQ..%2A%5Fga%2AMTExNTEyODUwNi4xNzMyNjQwMTY3%2A%5Fga%5FFPDG6YCT5K%2AMTczMjY0MDE2Ni4xLjEuMTczMjY0MDI2My4wLjAuMA..) --- *Looking for even more insight on AI from some of the mightiest minds in marketing? Download our exclusive eBook?* [The State of AI in B2C Marketing 2025 ReportMarketers aren’t just still interested in AI – they’re more excited than ever.Check out the report to see how things have changed over the last year (or not!) and how your perspective stacks up.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--39.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Sharing_Article_Images_Text_Only_--1---1--1-1.png)](https://www.cmoalliance.com/the-state-of-ai-in-digital-marketing-report/) ### Why accessibility should be central to your go-to-market strategy URL: https://www.cmoalliance.com/why-accessibility-should-be-central-to-your-go-to-market-strategy/ Last updated: 2024-11-26T11:00:35.000Z In today's digital-first world, product accessibility is no longer just a nice-to-have—it's a critical component of any successful [go-to-market strategy](https://www.cmoalliance.com/one-size-fits-most-approach-to-gtm-strategy/). Yet all too often, accessibility is treated as an afterthought, tacked on at the end of the development process rather than integrated from the start. This approach not only limits the reach and impact of products but also misses out on enormous market opportunities. ## The business case for accessibility Let's start with some eye-opening statistics: - Over **1 billion** people worldwide live with some form of disability - The global market for assistive technologies is projected to reach **$26 billion by 2024** - [**71%**](https://www.whateveniswebaccessibility.com/de1aec5ad49136a87c7881ea57139e5b.pdf?ref=gotomarketalliance.com)of customers with disabilities will click away from a website that is difficult to use These numbers make it clear: ignoring accessibility means ignoring a massive potential customer base. By designing products with accessibility in mind from the outset, companies can tap into new markets, increase [customer loyalty](https://www.cmoalliance.com/brands-in-the-age-of-irrational-advocacy/), and drive significant revenue growth. [The significance of customer experience in modern marketingExceptional customer experiences (CX) have emerged as a vital differentiator, defining long-term relationships and encouraging customer loyalty.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--31.png)CMO AllianceDr. Karthik Nagendra![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/customer-experience-open-sign.png)](https://www.cmoalliance.com/the-significance-of-customer-experience-in-modern-marketing-a-guide-for-cmos/) ## Accessibility as a competitive advantage In an increasingly crowded marketplace, accessibility can be a key differentiator. Products that are easy to use for everyone, regardless of ability, stand out from the competition. They demonstrate a company's commitment to inclusivity and user-centered design—values that resonate strongly with modern consumers. From my perspective in [product marketing](https://www.cmoalliance.com/should-all-cmos-be-thinking-like-product-marketers/) and revenue enablement, I understand that accessibility isn't just about compliance. It's about creating better experiences for all users and driving business growth. This philosophy not only leads to more intuitive, user-friendly products but also fosters innovation. The constraints of designing for accessibility often lead to creative solutions that benefit **all** users, not just those with disabilities. ## Common accessibility issues 1. **Visual issues:** Lack of closed-captioning on videos, and lack of alt text on images all mean that a consumer with a visual disability may not have the ability to engage with your content. 2. **Motor disabilities:** Forms that time out too quickly, or the inability to navigate your content using keyboard shortcuts can also deter customers. 3. **Cognitive disabilities:** Using overly complex language, jargon or using moving content that flashes and cannot be paused can also impact your audience. ## Integrating accessibility into the go-to-market process So how can companies make accessibility a core part of their go-to-market strategy? Here are some key steps: [Your one-stop shop for refining GTMLooking to refine your approach to GTM strategies? Then we have just the thing for you.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--32.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/iRJljmwE.png)](https://www.cmoalliance.com/go-to-market-blueprint/) ### 1\. Start early Incorporate accessibility considerations from the initial stages of product design and development. Being proactive saves time and resources by avoiding costly retrofitting later in the process. ### 2\. Educate your team Ensure that everyone involved in the product life cycle understands the importance of accessibility and has the tools to implement it. Conduct regular training sessions and workshops to keep the team updated on the latest accessibility guidelines and best practices. ### 3\. Test rigorously Use a combination of automated tools and expert testing by people with disabilities to ensure your product meets accessibility standards. Include a diverse group of testers with various disabilities to uncover a wide range of potential issues and gain valuable insights. ### 4\. Highlight accessibility as a feature Make your commitment to accessibility a key part of your [marketing message](https://www.cmoalliance.com/more-than-just-talking-messaging-and-positioning/). Showcase specific accessibility features in product demos, promotional materials, and user guides to demonstrate your inclusive design approach. Consider how the [game launch of Hogwarts Legacy](https://caniplaythat.com/2023/03/22/hogwarts-legacy-accessibility-review/?ref=gotomarketalliance.com) incorporated accessibility features. ### 5\. Gather feedback Actively seek input from users with disabilities to continually improve your product's accessibility. Establish channels for ongoing communication, such as dedicated accessibility forums or regular user surveys, to maintain a dialogue with your diverse user base. [Creating a customer feedback loop: Strategies and benefitsAs the co-founder and CMO of personal care brand Better & Better, Mary Costa knows how essential it is to be the representative of the customer in her role.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--33.png)CMO AllianceMary Costa![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/customer-relations-stall-image-1.jpg)](https://www.cmoalliance.com/cmos-know-your-customer-know-yourself/) ## The future of accessible marketing As digital technologies continue to evolve, the importance of accessibility in product marketing will only grow. Emerging technologies like voice interfaces, augmented reality, and [artificial intelligence](https://www.cmoalliance.com/artificial-intelligence-in-marketing-boosting-efficiency-and-creativity/) present new challenges and opportunities for accessible design. Companies that prioritize accessibility now will be well-positioned to lead in this changing landscape. They'll have the expertise, processes, and mindset needed to create truly inclusive products that serve all users. Accessibility isn't just about compliance or doing the right thing (though those are important reasons too). It's a crucial business strategy that can drive [innovation](https://www.cmoalliance.com/cultural-flexibility-for-marketing-creativity/), expand market reach, and create better products for everyone. By making accessibility a central part of the go-to-market process, companies can unlock new opportunities and build a more inclusive digital future. ## Final thoughts When accessibility is treated as a core component of product strategy and marketing, rather than an afterthought, everyone wins—businesses and users alike. By aligning [product development](https://www.cmoalliance.com/how-to-build-a-culture-that-values-customer-interaction-in-product-led-growth/) with marketing efforts and revenue goals, companies can create more accessible products that not only serve a wider audience but also drive business growth. --- [AI for Marketing Leaders eBookThe impact of artificial intelligence on the marketing industry is multifaceted and profound – and marketers in leadership positions are at the forefront of this transformation. To stay ahead, businesses must integrate AI into their strategies to enhance personalization, predict customer behavior, and scale content creation like never before. Our AI![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--30.png)CMO AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_AI_Marketing_Leaders_eBook__Blog.png)](https://www.cmoalliance.com/ai-for-marketing-leaders-ebook/) ### The different faces of unconscious bias in the workplace URL: https://www.cmoalliance.com/the-different-faces-of-unconscious-bias-in-the-workplace/ Last updated: 2024-11-27T11:12:05.000Z Ever wondered if your leadership team might be unintentionally holding your organization back? [A recent Skillcast survey](https://ifamagazine.com/new-study-finds-that-just-under-a-third-of-working-brits-have-experienced-or-witnessed-some-form-of-bias-in-the-workplace/) of 2,000 UK professionals dropped some eye-opening stats about unconscious bias that every forward-thinking CMO needs to hear. The numbers are stark: nearly one-third (30%) of employees have experienced or witnessed workplace bias, with 39% pointing to senior management as the primary source. This means that the very leaders tasked with driving innovation and culture might be the ones creating invisible barriers. These aren't just statistics. They're real stories of talented professionals feeling marginalized, potential being stifled, and organizational cultures slowly eroding from the inside. For marketing leadership, this is both a wake-up call and an opportunity to rewrite the narrative. Understanding unconscious bias isn't about blame – it's about creating workplaces where every team member can truly bring their full, authentic self to work. Recognizing these hidden dynamics can inspire strategies that not only mitigate bias but actively celebrate diversity as a competitive advantage. Ready to turn these insights into action? In this article you’ll learn about: - [What implicit and unconscious biases are](https://www.cmoalliance.com/the-different-faces-of-unconscious-bias-in-the-workplace/#implicit-versus-unconscious-bias) - [The difference between bias and prejudice](https://www.cmoalliance.com/the-different-faces-of-unconscious-bias-in-the-workplace/#bias-versus-prejudice) - [What bias can look like in the workplace](https://www.cmoalliance.com/the-different-faces-of-unconscious-bias-in-the-workplace/#bias-in-the-workplace) - [Why leaders should care about bias in the workplace](https://www.cmoalliance.com/the-different-faces-of-unconscious-bias-in-the-workplace/#why-should-leaders-care-about-bias-in-the-workplace) - [Types of implicit bias](https://www.cmoalliance.com/the-different-faces-of-unconscious-bias-in-the-workplace/#types-of-implicit-bias) - [Types of unconscious bias](https://www.cmoalliance.com/the-different-faces-of-unconscious-bias-in-the-workplace/#types-of-unconscious-bias) - [How to overcome unconscious and implicit bias in the workplace](https://www.cmoalliance.com/the-different-faces-of-unconscious-bias-in-the-workplace/#how-can-unconscious-and-implicit-bias-be-overcome-in-the-workplace) ## Implicit versus unconscious bias Think of bias as the instant gut reaction you feel about something before your mind even kicks in. Like when you meet someone new and something just *feels* off, but you can't exactly explain why. **Unconscious bias** is like those deep-rooted assumptions you've picked up over your whole life without realizing it. It's basically your brain's autopilot – you've absorbed these ideas from your family, media, culture, and experiences, and now they just... run in the background. **Implicit bias** is super similar – it's basically those snap judgments that happen so fast you don't even notice them. Think of it like a really quick mental filter that colors how you initially see someone or something. The big difference? Not much, honestly. They're cousins in the world of unintentional prejudice. Both happen automatically, both can make you treat people differently without meaning to, and both are really hard to change because they're so deeply woven into how your brain works. The key thing to remember is this: just because these biases exist doesn't make you a bad person. What matters is recognizing them and actively working to see people as individuals, not stereotypes. [Why we need to amplify diverse voices in marketingIt’s important to talk about diversity, equity, and inclusion (DEI) from a marketing perspective and make sure that we’re building the kinds of organizations that represent us as people and our businesses well.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--25.png)CMO AlliancePatrick Reynolds![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/meta-image--12---1-.png)](https://www.cmoalliance.com/why-we-need-to-amplify-diverse-voices-in-marketing/) ## Bias versus prejudice Though they sound similar, there are some distinct differences between bias and prejudice. Bias is more of an unconscious lean, while prejudice is an active, often negative belief. Bias might make you slightly uncomfortable around someone different; prejudice makes you think they're inherently less valuable. Bias can be changed pretty easily with exposure and awareness. Prejudice? That takes way more work because it's deeply emotional and often tied to someone's core identity. ## Bias in the workplace Workplace bias is an invisible obstacle course that makes career advancement way harder for some people. Here's how it typically shows up: ### Hiring stage: - Resumes with "ethnic-sounding" names [get fewer callbacks](https://www.forbes.com/sites/janicegassam/2020/02/20/are-job-candidates-still-being-penalized-for-having-ghetto-names/) - Unconscious preference for candidates who look/sound like current employees - Assuming certain groups aren't a "cultural fit" [Further together - building a diverse marketing teamMaya Grossman, VP of Marketing at Canvas discusses building an effective marketing team with diversity in mind, the value diversity brings to organizations, and more.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--27.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/diverse-team.jpg)](https://www.cmoalliance.com/further-together-building-a-diverse-marketing-team/) ### Promotion and opportunities: - [Women and minorities often overlooked for leadership roles](https://www.green-park.co.uk/news/the-independent-women-and-minority-ethnic-groups-are-still-being-overlooked-for-top-leadership-positions-in-big-companies/s244828/) - [Mentorship and high-visibility projects are disproportionately given to majority groups](https://www.diversifying.com/blog/leveraging-mentorship-to-empower-minorities-in-the-workplace) - Performance evaluations subtly influenced by demographic stereotypes ### Communication and daily interactions: - Interrupting or talking over certain employees more frequently - Assuming less competence from women or people of color - [Microaggressions](https://equality-diversity.ed.ac.uk/students/microaggressions) (subtle, often unintentional comments or actions that communicate hostile, derogatory, or negative messages to marginalized groups) that make some employees feel undervalued - Different communication standards for different groups ### Compensation: - Pay disparities that aren't based on merit - Salary negotiation outcomes that are heavily influenced by gender and race - Less aggressive salary increases for marginalized groups Most of this happens without people realizing they're doing it. It's not usually about intentional discrimination, but about deeply ingrained patterns of thinking that create systemic barriers. ## Why should leaders care about bias in the workplace? There are many reasons as to why leaders should care about bias in the workplace and the first one is arguably the most important. ### Ethical responsibility As a leader, you have a responsibility to create a workplace that values and respects every individual, regardless of their background. Bias fundamentally undermines this principle by creating barriers that prevent talented employees from fully contributing and advancing based on their [skills](https://www.cmoalliance.com/a-few-key-skills-for-modern-cmos/) and merits. ### Organizational performance Beyond ethics, addressing workplace bias directly impacts organizational performance. [Diverse teams that embrace different perspectives generate more innovative solutions and make more robust decisions.](https://hbr.org/2016/11/why-diverse-teams-are-smarter#) By eliminating bias, you unlock the full potential of your workforce, fostering an environment where creativity and critical thinking can flourish. ### Legal and economic implications The legal and economic implications of workplace bias are substantial. Discrimination can result in costly lawsuits, significant financial penalties, and severe reputational damage. Moreover, organizations that fail to address bias will struggle to attract and retain top talent, as skilled professionals increasingly seek inclusive workplaces that offer genuine opportunities for growth. ### Employee engagement Employee engagement is perhaps the most immediate and tangible benefit of confronting workplace bias. When individuals feel valued and respected, and see clear pathways for advancement, their motivation, productivity, and loyalty increase dramatically. This creates a positive organizational culture that not only supports individual success but also drives collective achievement. [Why is diversity important in the workplace?Diversity, equity, and inclusion are three pillars that work together to build environments where people feel valued, empowered, and included.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--43.png)CMO AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Website_Article_Images_Doodles--9-.png)](https://www.cmoalliance.com/why-is-diversity-important-in-the-workplace/) ## Types of implicit bias ### Gender bias Gender bias is about having invisible scripts about what men and women "should" be doing. Like assuming women are naturally better at caregiving, or men are inherently better at leadership roles. It's those subtle expectations that shape how we view professional capabilities. [In the survey done by Skillcast](https://www.dental-nursing.co.uk/news/just-under-a-third-of-brits-have-experienced-or-witnessed-workplace-bias-1), they found that gender bias emerged as the most prevalent form of bias across all sectors in the UK, followed by ageism and racial bias. ### Age bias Age bias – or ageism – is where people are pigeonholed based on their age. Young people are "inexperienced," and older workers are "out of touch." It's those automatic assumptions that completely ignore individual capability and potential. ### Racial bias Racial bias amounts to those gut-level assumptions you make about someone's intelligence, capability, or character based on their race or ethnicity. It's having an internal soundtrack of stereotypes playing without realizing it. Think: automatically associating certain groups with specific jobs, talents, or potential. ### Affinity bias Basically, with affinity bias, you're most comfortable with people who feel like your mirror image. Same background, similar experiences, familiar vibe. It's why networking often looks like an echo chamber. ### Confirmation bias Confirmation bias is when your brain finds evidence that proves what you already believe. Heard something that confirms your existing view? You'll grab onto it like a life raft. Contradictory information? Nah, that doesn't fit the narrative. ### Beauty bias Sad but true – attractive people often get preferential treatment. Better first impressions, more opportunities, assumed to be more competent. It's like an unspoken social currency. [A survey found ](https://fairygodboss.com/career-topics/job-seeker-appearance)that when examining hiring managers' perceptions of women with different body types, only 15.6% indicated they would hire the woman with the largest body. Moreover, 21% of respondents characterized her as "lazy" and "unprofessional." ### Name bias Name bias is where your brain makes instant judgments based on someone's name. A "foreign-sounding" name might trigger unconscious assumptions about culture, competence, or belonging. ## Types of unconscious bias ### Halo/horn effect Imagine you meet someone who's incredibly charming, and suddenly you assume they're great at everything. That's the halo effect. Conversely, if someone makes one mistake, the horn effect means you now see everything they do as terrible. It's like your brain decides one trait defines their entire existence. ### Similarity bias Similarity bias is basically "birds of a feather flock together" in the workplace. We naturally gravitate towards people who look like us, talk like us, or went to similar schools. It's why a lot of teams end up looking pretty homogeneous – we unconsciously hire and promote people who remind us of ourselves. Affinity bias and similarity bias are quite similar, but not the same. Affinity bias is the tendency to favor people similar to ourselves, while similarity bias specifically refers to preferring or trusting information and people that confirm our existing beliefs or perspectives. ### Attribution bias This is where things get tricky. When you mess up, it's because of circumstances. When someone else messes up, suddenly it's about their character. A white employee being late? "Traffic was bad." A Black employee being late? "They're unprofessional." Same scenario, totally different interpretation. ### Conformity bias Ever been in a meeting where nobody wants to be the first to disagree? That's conformity bias. People start agreeing just to go along with the group, even if they privately think differently. It kills innovation and diverse thinking. ### In-group favoritism You automatically trust and root for people you perceive as "your" people. This could be based on race, gender, alma mater, department – anything that creates an "us vs. them" mentality. ### Contrast effect Imagine interviewing candidates back-to-back. One of them might be average but seem amazing compared to a weaker candidate you saw before them. The next great candidate might seem just okay because they're following a stellar interview. You're judging relative to the immediate context, not absolute merit. [CMO Convo | It’s a diverse world. Marketing should be too.Across almost any industry, the audiences you’re marketing to are likely becoming more and more diverse. Does your marketing team reflect that?![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--26.png)CMO AllianceWill Whitham![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/3.png)](https://www.cmoalliance.com/cmo-convo-its-a-diverse-world-marketing-should-be-too-patrick-reynolds-jade-warne/) ## How can unconscious and implicit bias be overcome in the workplace Addressing bias requires deliberate, sustained effort. This means implementing unconscious bias training, creating transparent hiring and promotion processes, ensuring diverse leadership representation, and establishing accountability mechanisms that consistently reinforce a culture of inclusion and respect. As an individual committed to personal growth, you can actively work on recognizing and mitigating your own unconscious biases through intentional self-reflection and learning. Let’s get into these in a little more detail. ### Be more conscious of your own biases and work against them Understanding and addressing personal biases starts with self-awareness. Consider keeping a bias journal to reflect on moments when you notice potentially prejudiced thoughts or reactions. This habit allows you to unpack the root causes – are these perceptions grounded in real experiences, or do they stem from ingrained stereotypes? Tools like the [Harvard Implicit Association Test](https://implicit.harvard.edu/implicit/takeatest.html) can also offer insight, helping you uncover unconscious preferences and challenge the assumptions they reveal. [The power of empathetic leadership for a brandIn this article, I’ll guide you on the journey of integrating empathy into your marketing practices.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--29.png)CMO AllianceMiri Rodriguez![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/empathy-image-1.png)](https://www.cmoalliance.com/the-power-of-empathetic-leadership-of-a-brand/) ### Do your own research for diverse perspectives and experiences Growth often begins with exposure to new ideas. Actively seek out diverse perspectives by exploring media created by people from a variety of backgrounds, cultures, and life experiences. Reading books, watching documentaries, and following thought leaders online can challenge your worldview in meaningful ways. To deepen your understanding, participate in cultural events, workshops, and seminars that immerse you in experiences and perspectives different from your own. ### Practice active listening and empathy Building meaningful connections requires more than listening – it requires understanding. In your workplace, approach conversations with an open mind, especially when colleagues share their personal experiences. Instead of reacting defensively, focus on asking thoughtful questions that reflect genuine curiosity. Acknowledge that unconscious biases may shape your initial reactions, and commit to seeing the world through the lens of others’ lived experiences. ### Develop a personal learning plan for bias reduction To make lasting change, create a structured plan for reducing bias in your own life. Set specific goals to deepen your understanding of diversity, equity, and inclusion. For instance, you might aim to read books by authors from underrepresented groups or regularly attend workshops on cultural competence. Engaging in conversations with colleagues from different backgrounds can also provide valuable insights into the barriers they face and how you can contribute to a more inclusive environment. I f you’re going to do this, though, you need to make sure it’s in the correct setting, with their consent to talk about such sensitive matters. Not everyone is going to be comfortable with these kinds of conversations. ### Become accountable for your actions Growth is easier when you’re not navigating it alone. Partner with a trusted mentor or accountability buddy who can help you reflect on your progress, question your assumptions, and offer constructive feedback. Viewing this feedback as an opportunity to improve rather than a criticism can foster a more positive and open mindset. ### Unconscious bias training for your team Creating a more inclusive workplace requires moving beyond surface-level solutions. Design unconscious bias training that focuses on interactive, hands-on learning rather than passive lectures. For example, incorporate role-playing exercises, real-world case studies, and reflective discussions to help employees uncover how bias may influence their decisions. Ensuring these sessions are ongoing and tied to measurable outcomes can create a lasting impact for both individuals and the organization. Also, make sure you're using professional coaches or trainers if possible because they bring expertise in designing transformative learning experiences. Professional facilitators understand how to create psychologically safe environments, use evidence-based techniques to surface unconscious biases, and guide participants through complex emotional and cognitive challenges. They can help your team develop practical strategies for recognizing and mitigating bias, ensuring the training goes beyond awareness to creating real behavioral change. ### Transparent hiring and promotion processes Fairness begins with transparency. When managing hiring or promotions, adopt practices like blind resume screening to focus solely on candidates’ qualifications. Structured interviews with standardized questions can also reduce the risk of unconscious bias. Including diverse panel members in the hiring process ensures multiple perspectives are considered. By regularly analyzing hiring and promotion data, you can identify patterns of bias and take corrective action to ensure equal opportunities. ### Diverse leadership representation Representation at the top matters, and it requires intentional effort. As a leader, invest in mentorship and sponsorship programs that support the career growth of underrepresented employees. Leadership development initiatives should focus not only on skill-building but also on addressing systemic barriers that hinder progress. Regular pay equity reviews can ensure fair compensation across all demographics, while setting measurable diversity goals for leadership roles reinforces your commitment to meaningful change. [The power of empathetic leadership for a brandIn this article, I’ll guide you on the journey of integrating empathy into your marketing practices.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--28.png)CMO AllianceMiri Rodriguez![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/empathy-image.png)](https://www.cmoalliance.com/the-power-of-empathetic-leadership-of-a-brand/) ## Final thoughts Eliminating workplace bias begins with a personal commitment to ongoing learning and growth. Embrace curiosity, remain open to feedback, and view each moment of uncertainty as an opportunity for meaningful understanding. True progress emerges from the courage to ask questions, acknowledge limitations, and actively work towards creating a more inclusive environment. ### CMO Summit | Chicago 2024 URL: https://www.cmoalliance.com/cmo-summit-chicago-2024/ Last updated: 2024-11-22T14:08:55.000Z Catch up on all sessions from CMO Summit Chicago from the likes of Nokia, American Bar Association, Lenovo & more. _This post is for paying subscribers only._ ### AI-driven customer segmentation: Opportunities and challenges URL: https://www.cmoalliance.com/ai-driven-customer-segmentation/ Last updated: 2025-08-26T14:55:49.000Z In a world where customers expect [personalization](https://www.cmoalliance.com/the-importance-of-personalization-in-digital-marketing/) at every turn, traditional segmentation can leave you a step behind. Enter AI-driven [segmentation](https://www.cmoalliance.com/customer-segmentation-what-is-it-and-how-does-it-help/)—an approach that’s transforming how brands connect with their audiences by delivering more accurate, relevant, and actionable insights than ever. By using [machine learning](https://www.cmoalliance.com/role-of-machine-learning-in-direct-marketing/), predictive analytics, and real-time data processing, businesses can create highly targeted segments that evolve alongside consumer behavior. This allows for personalized campaigns that capture attention, build loyalty, and drive conversions. In this blog, we’ll explore the opportunities AI presents for customer segmentation and discuss how to navigate the challenges with adopting this powerful technology. ## The promise of AI-driven customer segmentation AI technology brings an exciting array of capabilities to customer segmentation, enhancing how businesses understand and engage with their audiences. Here are some of the core opportunities AI-driven [customer segmentation](https://www.cmoalliance.com/customer-segmentation-what-is-it-and-how-does-it-help/) presents: [Naming in the AI era: How tech is changing the way we brandStruggling to find the right name for your brand? Discover key trends and practical advice on creating future-proof brand names in the age of AI.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--52.png)Revenue Marketing AllianceGrant Polachek![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Sharing_Article_Images_Author-Text--4--1-1.png)](https://www.cmoalliance.com/naming-in-the-age-of-ai-how-technology-is-changing-the-way-we-brand/) ### Advanced data analysis AI can sift through massive amounts of data in real-time, far beyond what manual analysis could achieve. This enables businesses to identify patterns and correlations that may not be immediately obvious. AI can help marketers detect [buying behaviors](https://www.cmoalliance.com/improving-the-customer-journey-with-revenue-marketing/), preferences, and pain points, creating segments that are highly targeted and relevant. This level of insight forms the basis of marketing strategies that speak directly to each segment’s needs, leading to more effective and impactful campaigns. By analyzing customer interactions across multiple channels—[social media](https://www.cmoalliance.com/your-guide-to-b2b-social-media-marketing/), website visits, email engagement, and more—AI offers a comprehensive understanding of customer preferences. This deeper insight into customer journeys helps marketers optimize their strategies, ensuring that each touchpoint is crafted to nurture leads effectively and turn them into loyal customers. ### Personalization at scale With AI, businesses can move from basic demographic segmentation to more nuanced, behavior-based groupings. This allows for highly [personalized campaigns](https://www.cmoalliance.com/connecting-data-effectively-to-understand-customers-needs-and-drive-personalization/), delivering tailored content that resonates with individual segments. Personalization, driven by AI, is proven to boost customer engagement and conversion rates. For example, leveraging the best AI email assistant can also enhance your team’s email communication efficiency, ensuring that the right message reaches the right segment, improving open rates, and fostering stronger customer relationships. AI’s ability to [personalize](https://www.cmoalliance.com/the-importance-of-personalization-in-demand-generation-for-retailers/) at scale means that even large companies can tailor their marketing efforts to thousands or millions of customers, each with unique characteristics. This capability improves how customers perceive a brand, as they receive messages that feel relevant and curated specifically for them. In a market saturated with generic outreach, this level of personalization can be a defining competitive advantage. [Connecting data effectively to understand customers’ needs and drive personalizationWhen it comes to harnessing the power of data to understand customer needs and personalize their experiences, the path is as intricate as it is transformative. In this article, discover how leveraging third-party data and developing robust analytical frameworks can revolutionize personalization.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--50.png)Revenue Marketing AllianceMichael Nevski![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Connecting-data-effectively-to-understand-customers--needs-and-drive-personalization.jpg)](https://www.cmoalliance.com/connecting-data-effectively-to-understand-customers-needs-and-drive-personalization/) ### Predictive Insights AI algorithms are capable of predictive analytics, which means they can anticipate future behaviors based on past data. This predictive power allows businesses to proactively address customer needs, reducing churn and enhancing satisfaction. By acting on these insights, marketing teams can deploy campaigns at optimal times and adjust messaging to stay relevant and timely, ensuring maximum impact. Predictive analytics can inform not just marketing strategies but also product development. By identifying upcoming trends and emerging customer demands, businesses can adjust their product or service offerings to align with what their customers will need in the future. This foresight enables companies to stay ahead of the curve and remain competitive in their industry. ### Enhanced customer lifetime value (CLV) AI can support upselling and cross-selling opportunities that [increase CLV](https://www.cmoalliance.com/how-to-calculate-and-increase-customer-lifetime-value-clv/) by creating more precise and meaningful customer segments. Understanding which customers are likely to respond to certain offers can help businesses personalize recommendations and build long-term relationships. For instance, AI can identify when a customer is nearing the end of their subscription period and target them with timely renewal offers or complementary services that enhance their existing product experience. Boosting CLV also comes from deepening customer trust. AI helps by tailoring post-purchase interactions—such as personalized follow-ups, feedback collection, and support services—that make customers feel valued beyond their initial purchase. This holistic, [data-driven approach](https://www.cmoalliance.com/how-you-can-go-from-data-driven-to-data-informed-2/) can solidify long-term loyalty and maximize revenue potential. [14 effective data-driven lead generation strategiesAre you tired of chasing after leads with little to no results? In this guide, we’ll explain some amazingly workable data-driven lead generation strategies that can skyrocket your success.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--53.png)Revenue Marketing AllianceErika Cruz![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/14-effective-data-driven-lead-generation-strategies.jpg)](https://www.cmoalliance.com/effective-data-driven-lead-generation-strategies/) ## Challenges of implementing AI in customer segmentation Despite the potential benefits, businesses often face significant challenges when adopting AI-driven customer segmentation. Here’s what to keep in mind: ### Data quality and availability The effectiveness of AI hinges on the quality and volume of data it processes. [Inconsistent or incomplete data can lead to unreliable results](https://www.cmoalliance.com/the-role-of-data-education-in-driving-business-success/), hindering the segmentation process. Businesses need to establish strong data collection and management protocols to leverage AI successfully. To combat this, organizations should focus on integrating data from various sources and maintaining consistency in data formats. Data hygiene practices, such as regular audits and cleaning, are essential to ensure that the AI algorithms work with the most accurate information possible. Quality data leads to quality insights, making this step non-negotiable for effective AI implementation. ### Complexity of implementation AI solutions can be technically challenging to implement, particularly for businesses with limited technical resources. This may require investment in data science expertise or partnerships with AI solution providers to deploy and optimize the technology effectively. The complexity often lies in training the AI to understand and align with the unique needs of the business. A phased approach to implementation can ease this challenge. Businesses can start small with pilot projects, gathering feedback and making necessary adjustments before a full-scale rollout. This incremental strategy helps teams adapt to new technology gradually, fostering better understanding and skill development. [Leveraging AI to transform online content: A future-proof guideAI has the power to help with numerous tasks, from simplifying repetitive tasks and speeding up content creation to automating posting, and more.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--54.png)Revenue Marketing AllianceOlivia Mia![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/jochen-van-wylick-Y40Ga3oahAs-unsplash-2.jpg)](https://www.cmoalliance.com/leveraging-ai-to-transform-online-content/) ### Privacy and ethical considerations Using customer data for segmentation raises valid concerns about [privacy and data security](https://www.cmoalliance.com/leveraging-interactive-marketing-in-a-post-cookie-world/). Businesses must ensure compliance with regulations such as GDPR and adopt transparent practices to build trust with their customers. Missteps in data privacy can have legal consequences and damage brand reputation, so adopting best practices in data ethics is crucial. Organizations should also make an effort to educate their teams and customers on how data is collected, processed, and protected. This transparency not only builds trust but also aligns with ethical standards that are becoming increasingly important in today’s data-driven environment. Implementing strong security measures, such as data encryption and access control, ensures that customer data remains protected at all times. ### Over-reliance on technology While AI can automate and enhance many aspects of customer segmentation, human oversight remains essential. AI may identify correlations without fully understanding context, potentially leading to skewed or misguided insights. Combining AI-driven analysis with human intuition ensures more accurate and effective marketing strategies. Marketing teams need to maintain a balance between AI outputs and human judgment. While AI provides valuable insights, it’s the expertise of experienced professionals that will contextualize those insights and apply them effectively. This collaborative approach allows companies to use AI as a powerful tool without losing the essential human touch in their customer interactions. [The rise of AI in marketing: Implications for revenue marketersThe rise of AI isn’t just a trend; it’s a fundamental shift in the way we do business and will be a non-negotiable part of smarter team leadership and growth. As GenAI continues to evolve, its influence on marketing will only become more significant.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--55.png)Revenue Marketing AllianceHeather Hurd![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/The-rise-of-AI-in-marketing-2.jpg)](https://www.cmoalliance.com/ai-in-marketing-implications-for-revenue-marketers/) ## Practical steps for success To maximize the benefits of AI-driven customer segmentation and navigate potential challenges, consider these practical strategies: ### Invest in data quality Establish strong data governance practices, ensuring that the data feeding into your AI systems is clean, comprehensive, and up to date. High-quality data will lead to more accurate insights and more effective segmentation. Implement a structured data strategy that involves consistent data collection, cleaning, and integration from all customer touchpoints. ### Combine AI with human insight AI is a powerful tool, but it should complement, not replace, human expertise. Involve your marketing and data teams in interpreting AI outputs to add context and make informed decisions that align with your brand’s voice and values. This partnership will create a robust strategy that leverages the best of both worlds—data precision and human empathy. ### Choose the right tools Opt for AI platforms that align with your business’s needs and technical capabilities. Ensure that the platform you choose has features that simplify implementation, offer customization, and integrate smoothly with your existing marketing systems. Choosing scalable tools will help your business grow its AI capabilities as its needs evolve. ### Prioritize privacy Make data privacy a non-negotiable part of your strategy. Obtain explicit consent from customers, comply with regulations, and educate your audience on how their data is being used. Transparency builds trust, which in turn supports stronger customer relationships. Regularly review and update your privacy policies to stay compliant with new regulations and maintain a positive brand reputation. [How to prepare for a cookieless futureIf you’re currently asking yourself, “how to prepare for a cookieless future” and wondering when to phase out third-party cookies, now’s the time.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--56.png)Revenue Marketing AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Website_Article_Images_Doodles--16-.png)](https://www.cmoalliance.com/how-to-prepare-for-a-cookieless-future/) ### Stay adaptable The landscape of AI and consumer behavior is always changing. Regularly evaluate the performance of your segments, update models as needed, and stay informed about new AI capabilities to ensure your strategy remains effective and competitive. Continuous learning and adaptation will keep your business agile and ready for shifts in market dynamics or customer preferences. ## Moving forward with confidence AI-driven customer segmentation offers unparalleled opportunities for creating impactful, personalized marketing strategies. By understanding and addressing the challenges involved, businesses can harness the power of AI to engage their audiences more effectively, boost customer satisfaction, and drive sustainable growth. Use AI thoughtfully and with a balanced approach, combining data-driven insights with human expertise to create a segmentation strategy that resonates and delivers results. With the right balance of technology and human insight, your business will be well-positioned to thrive in an increasingly competitive and personalized marketing landscape. --- *With the* [*Marketing Attribution ebook*](https://www.cmoalliance.com/the-marketing-attribution-ebook/)*, you can get a crystal-clear view of which marketing channels truly drive revenue, backed by data from your peers and industry experts.* [The Marketing Attribution eBookReal-world data combined with expert insights in a simple eBook to give you the roadmap for scaling your marketing attribution efforts.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--57.png)Revenue Marketing AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Marketing-attribution-eBook-revenue-marketing-alliance-1-6.png)](https://www.cmoalliance.com/the-marketing-attribution-ebook/) ### Crafting data-driven narratives that resonate URL: https://www.cmoalliance.com/crafting-data-driven-narratives-that-resonate/ Last updated: 2024-11-19T17:34:00.000Z *This article is based on a presentation given by Andy at the Chief Marketing Officer Summit, New York, 2024\. For the full talk, and access to all talks from this event,* [***click here.***](https://events.cmoalliance.com/location/newyork/?%5Fgl=1%2A1axp5iv%2A%5Fup%2AMQ..%2A%5Fga%2AMTQzNzgxODcwLjE3MzIwMzU4NjY.%2A%5Fga%5FFPDG6YCT5K%2AMTczMjAzNTg2NS4xLjAuMTczMjAzNTg2NS4wLjAuMA..) --- I’m Andy Weiss, CMO of Ceipal, a talent software company, and I’m thrilled to dive into the art of [**data-driven**](https://www.cmoalliance.com/visualizing-success-how-effective-data-visualizations-drive-action/) storytelling with you. As a career marketer who’s spent time both agency-side and in-house, storytelling has always been at the core of how I approach brand building. And while data-driven storytelling isn’t a new concept, the [**tools**](https://www.cmoalliance.com/the-three-marketing-tools-i-couldnt-live-without-gaston-tourn/) and data available to us today have evolved, making it an incredibly exciting time for marketers. First, let's break down our main talking points: - Why storytelling matters - Evolution of data-driven storytelling - Knowing your audience - Finding the right data - Crafting a narrative from data ## Why storytelling matters Let me start with a confession: I didn’t initially want to go into marketing—I actually wanted to make movies. My first “real” job was in Hollywood, working as an intern on the Disney lot. I spent my days reading script after script, learning a key truth about storytelling: it’s easy to hook someone in those first ten minutes, but keeping their attention through to the end? That’s the real challenge. Those early experiences taught me the power of crafting [**narratives**](https://www.cmoalliance.com/building-a-customer-focused-brand-narrative-video/) that resonate, and it’s something I carried with me as I pivoted into marketing. Over the years, I’ve seen that storytelling isn’t just a creative tool—it’s essential to human connection. It helps us make sense of the world, it connects us to others, and it helps us remember. And from a marketing perspective, [**storytelling**](https://www.cmoalliance.com/story-masters-2-the-structure-of-great-brand-stories/) helps us create that emotional bridge between a brand and its audience, something AI hasn’t yet mastered. ## **The evolution of data-driven storytelling** The idea of using data to tell [**brand stories**](https://www.cmoalliance.com/brand-strategy-for-startups-an-often-overlooked-advantage/) isn’t exactly revolutionary—some of the best examples are over a decade old. But what’s different today is that we have an unprecedented amount of data at our disposal, along with the tools to do remarkable things with it. As marketers, our challenge is to find a way to bridge the art of storytelling with the science of [**data analysis.**](https://www.cmoalliance.com/visualizing-success-how-effective-data-visualizations-drive-action/) The question is: *How can we use data to enhance, inform, and validate our narratives?* ## **Knowing your audience beyond demographics** Effective storytelling always starts with a deep understanding of your audience. And I’m not just talking about demographics or basic customer [**personas**](https://www.cmoalliance.com/rethinking-buyer-personas-a-modern-approach-for-effective-marketing/)**.** It’s about understanding what motivates your audience, why they’re drawn to your brand, and what emotional connection might be hiding beneath the surface. Let’s say you’re in the airline industry. An ad touting “the magic of flying” is emotionally engaging, but if you weave in data points—like the number of flights or destinations—you add a layer of credibility and connection. British Airways did something similar in their now-famous "Look Up" campaign, where digital billboards in Piccadilly Circus showed live information about BA flights overhead, blending magic with real-time data. That [**campaign**](https://www.cmoalliance.com/the-missing-piece-in-brand-agency-agreements/) went viral because it tapped into both the heart and mind of its audience, grounding an emotional message in relatable, real-world data. [The State of AI in B2C Marketing 2025 ReportMarketers aren’t just still interested in AI – they’re more excited than ever.Check out the report to see how things have changed over the last year (or not!) and how your perspective stacks up.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--21.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Sharing_Article_Images_Text_Only_--1---1--1.png)](https://www.cmoalliance.com/the-state-of-ai-in-digital-marketing-report/) ## **Finding the right data to tell your story** Data can come from almost anywhere—customer purchase histories, engagement metrics, market trends, or competitive analyses. The trick is figuring out which data points are most relevant and meaningful for the story you want to tell. It’s like laying out puzzle pieces and figuring out which ones fit together to create a complete picture. When I work on a campaign, I like to map out clusters of data to see what stands out. Is there a pattern in [**customer feedback?**](https://www.cmoalliance.com/cmos-know-your-customer-know-yourself/) Are there emerging trends in engagement on specific platforms? Sometimes, it’s those small, unexpected data points that turn out to be gold. The goal isn’t to bury your audience in numbers but to find those nuggets that reinforce your story in a way that resonates. ## **Crafting a narrative from data** This is where the magic happens—but it’s also the challenging part. Blending data with storytelling requires creativity and a willingness to push boundaries. It’s like being a surfer who ignores the “Danger” sign on a cliff and finds the perfect wave on the other side. In marketing, that means using your [**data**](https://www.cmoalliance.com/how-to-get-more-from-brand-marketing-analytics/) in ways that go beyond the status quo, finding connections that may not be immediately obvious. A colleague and I once faced the challenge of introducing a new hot dog without overshadowing their classic product. So, we decided to create the data and build a story around it. [Chief Marketing Officer Awards 2024: Your finalistsWhat makes a rockstar CMO? A top CMO embodies true synergy: blending strategic vision with adaptability to drive results. With a data-driven mindset, they turn analytics into clear, impactful actions that demonstrate marketing’s value to the bottom line. These are the standout qualities our panel sought in selecting the![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--22.png)CMO AllianceAnthony Witherspoon![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/2.png)](https://www.cmoalliance.com/chief-marketing-officer-awards-2024-your-finalists/) We launched a campaign where each customer review raised the value of a coupon, encouraging customers to share their reactions on social media. This approach helped us tell a story around the product’s quality while amplifying word-of-mouth. The campaign was incredibly successful, proving that data-driven [**storytelling**](https://www.cmoalliance.com/the-future-of-brand-storytelling-for-cmos/) can be incredibly impactful when done right. ## **Real-world B2B data storytelling: Gong’s approach** In the B2B world, Gong offers a fantastic example of data-driven storytelling. Gong uses data from sales calls to create insights that are both informative and engaging. They share simple but compelling stories on [**LinkedIn**](https://www.cmoalliance.com/revolutionize-and-evolve-your-linkedin-profile/), like how top performers avoid sharing price early in a call or how asking too many questions in executive-level meetings can reduce win rates. These bite-sized insights pull in audiences by offering practical advice while highlighting the unique value Gong’s software brings to the table. ## **Making data personal: The nest thermostat** Nest’s thermostat is another great example. Saving energy isn’t exactly thrilling, but Nest turns it into a game with its “leaf” feature. Each time you adjust your thermostat to a more energy-efficient setting, you earn a “leaf.” Nest’s monthly email recaps how many leaves you’ve earned, how your energy use stacks up against other users, and even how close you are to hitting certain milestones. This is a prime example of using data to create an ongoing story that makes an impact on the individual level while promoting larger environmental goals. ## **Creating FOMO with Data: Spotify wrapped** Spotify has nailed data-driven storytelling with its annual [**Spotify Wrapped** ](https://www.cmoalliance.com/applying-b2c-tactics-in-b2b-marketing/)campaign. They turn users’ listening data into a year-end summary, showcasing top artists, most-played songs, and listening habits in a beautifully visualized, shareable format. But Spotify doesn’t stop at individual data—they also use Wrapped to create a sense of FOMO. If you’re not a Spotify user, you don’t get a Wrapped recap, which in turn encourages more people to join Spotify so they can be part of the experience next year. This blend of personal and social storytelling is a masterclass in using data to build community and drive growth. ## **How to start telling data-driven stories** There are four essential steps in crafting a data-driven narrative: 1. **Know your audience**: Dive beyond the basics and understand what motivates them on an emotional level. 2. **Identify the right data**: Look at your available data and find those unique insights that align with your story. 3. **Connect the Dots**: Look for patterns, trends, and those “aha” moments that bring your data to life. 4. **Build the narrative**: Weave data into a story that not only informs but resonates. Don’t be afraid to experiment—try different approaches and see what sticks. ## **The Intersection of data, storytelling, and AI** We’re on the brink of an AI-driven future in marketing, but storytelling will remain a powerful differentiator. The intersection of data and storytelling is where marketing magic happens, allowing us to make genuine connections with our audience. Experiment, play with your data, and take risks. As AI tools become more integrated into our workflows, the human element—our ability to craft compelling, data-enhanced stories—will continue to set brands apart. [Connecting with customers in a digital world with Bonnie HabyanIn this episode of CMO Convo, hosted by Michal Lasman, they dive into the importance of understanding customer journeys, integrating AI tools without losing creativity, and navigating the increasingly complex marketing tech stack.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--23.png)CMO AllianceAnthony Witherspoon![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Bonnnie-Article-2.png)](https://www.cmoalliance.com/connecting-with-customers-in-a-digital-world-with-bonnie-habyan/) So here’s my challenge to you: take that first step. Look at the data you have at your disposal, start small, and experiment with incorporating it into your storytelling. I’m excited to see where this journey will take all of us as marketers, and I hope these examples have sparked some ideas for how you can blend data and storytelling in your own work. Let’s continue to innovate and find new ways to connect with our [**audiences.**](https://www.cmoalliance.com/the-science-of-responding-to-customers-unmet-needs/) ## **To wrap up: Embrace storytelling** At its heart, data-driven storytelling is about bringing a deeper level of connection to the way we market, helping brands stand out by creating meaningful, memorable narratives. As marketers, our ability to blend the science of data with the art of storytelling will be key in navigating a world that’s increasingly driven by AI and digital tools. By understanding our audience, identifying valuable insights, and crafting stories that resonate, we can create authentic, engaging experiences that go far beyond the numbers. So start small, experiment with your data, and let your creativity lead the way. The most compelling stories are waiting to be told—and they just might start with a single data point. --- **Want to hear more about tried and tested data-backed strategies? If you have insights to share, or questions to ask, share them with a global network of marketing leaders on the CMO Alliance Community Slack channel.** [**Join them for free today.**](https://www.cmoalliance.com/join-the-community/) [ ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2021/03/CMO-Alliance-Community-ad.png) ](https://www.cmoalliance.com/join-the-community/?utm%5Fsource=article&utm%5Fmedium=banner&utm%5Fcampaign=community-ad) ### How SMEs can achieve revenue growth through revenue marketing strategies URL: https://www.cmoalliance.com/sme-revenue-growth/ Last updated: 2025-08-26T14:56:23.000Z In the competitive landscape where small and medium-sized enterprises (SMEs) operate, [sustainable revenue growth](https://www.cmoalliance.com/measuring-success-growth-marketing-strategies/) can seem elusive, especially when resources are limited, and competition is intense. [Revenue marketing](https://www.cmoalliance.com/your-guide-to-revenue-marketing/)—focused on directly [aligning sales and marketing](https://www.cmoalliance.com/marketing-throughout-sales-cycle/) efforts towards measurable revenue goals—offers a powerful avenue for SMEs to grow. This approach not only maximizes returns on each marketing dollar but transforms marketing from a cost center into a revenue engine, a paradigm that is crucial for SMEs needing lean and efficient growth strategies. However, a successful [revenue marketing](https://www.cmoalliance.com/enhance-revenue-marketing-with-strategic-product-marketing/) approach is not a one-size-fits-all solution; it requires thoughtful adaptation to regional market dynamics, which is particularly evident in the distinct differences between the Chinese and American markets. ## **Revenue marketing strategies for SMEs** Revenue marketing strategies center on a few core principles: [**data-driven**](https://www.cmoalliance.com/how-you-can-go-from-data-driven-to-data-informed-2/) **decision-making**, the **alignment of sales and marketing goals**, and a **customer-centric focus**. For SMEs, applying these principles requires selecting tools and tactics that fit their specific budgets, [customer demographics](https://www.cmoalliance.com/customer-segmentation-what-is-it-and-how-does-it-help/), and market challenges. In data-driven marketing, for instance, SMEs leverage analytics not only to [track campaign performance](https://www.cmoalliance.com/understanding-kpis-in-customer-acquisition/) but also to deeply understand customer behavior and segment their audience more effectively. Even without large-scale data infrastructure, SMEs can benefit from basic analytics tools, which provide valuable insights into customer preferences and engagement trends. [Event-driven marketing: How to turn attendee engagement into revenueEvent marketing is a strategic way of fostering brand awareness, engaging directly with audiences, and driving meaningful business outcomes.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--31.png)Revenue Marketing AllianceDarya Krakaviak![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/headway-F2KRf_QfCqw-unsplash-1.jpg)](https://www.cmoalliance.com/event-driven-marketing-turning-attendee-engagement-into-revenue/) In the United States, the adoption of technology and [automation in marketing](https://www.cmoalliance.com/ways-to-increase-revenue-marketing-automation/) is extensive, allowing American SMEs to use tools like customer relationship management (CRM) systems, email automation, and AI-driven analytics to personalize their outreach at scale. With the availability of platforms like HubSpot, Salesforce, and Zoho, American SMEs are positioned to gather detailed insights on customer behaviors, which they can leverage to create segmented and [personalized marketing experiences](https://www.cmoalliance.com/the-importance-of-personalization-in-digital-marketing/). This has proven to be effective for American SMEs that focus on scaling their operations quickly while maintaining a personalized approach to customer engagement. For instance, an American SME in the fitness industry might use automation tools to send personalized workout tips, health reminders, or membership renewal incentives to clients, using customer data to customize these interactions based on user activity. This level of [personalized outreach](https://www.cmoalliance.com/the-importance-of-personalization-in-demand-generation-for-retailers/) can be a powerful driver for retaining customers and increasing their lifetime value. On the other hand, the Chinese market operates within a unique digital ecosystem that significantly influences the ways revenue marketing strategies are applied. Unlike the American market, where platforms like Google, Facebook, and Twitter dominate, the Chinese digital landscape is largely shaped by homegrown platforms like WeChat, Weibo, and Douyin (the Chinese version of TikTok). Chinese SMEs use these platforms to connect directly with customers, often through highly interactive and community-centered approaches. WeChat, for instance, allows businesses to set up mini-programs that can function almost like standalone apps within the WeChat ecosystem, facilitating everything from e-commerce to customer service and loyalty programs. Revenue marketing in China is often deeply integrated with social commerce, where buying and selling occur within [social networks](https://www.cmoalliance.com/social-medias-influence-on-video-marketing/), enabling Chinese SMEs to leverage community connections and influencers to drive sales. ## **Differences in culture** Cultural nuances also play a significant role in shaping revenue marketing strategies across these markets. In the United States, revenue marketing tends to be direct, with a focus on efficiency, [data accuracy](https://www.cmoalliance.com/the-role-of-data-education-in-driving-business-success/), and the bottom line. American consumers often respond well to messages that highlight convenience, quality, and innovation. As such, American SMEs frequently leverage straightforward [messaging](https://www.cmoalliance.com/how-brand-messaging-changes-for-b2b-and-b2c-companies/), emphasizing value propositions, product features, and customer testimonials to build trust and credibility. This approach aligns well with the American consumer’s preference for transparency and straightforwardness in brand communication, where success is often measured by how quickly and effectively an SME can convert leads into paying customers. In contrast, Chinese consumers often value brand trust, social proof, and cultural alignment over purely transactional messages. Trust is built not only through high-quality products but also through alignment with local values and traditions. For Chinese SMEs, revenue marketing strategies that tap into cultural moments or holidays—like the Chinese New Year or Singles’ Day—can create strong customer engagement and drive significant sales growth. Many Chinese SMEs, therefore, prioritize [partnerships with local influencers](https://www.cmoalliance.com/why-is-influencer-marketing-important/) or Key Opinion Leaders (KOLs) who have built credibility within specific communities. This [influencer-driven marketing approach](https://www.cmoalliance.com/finding-the-right-influencers-for-your-brand/) has proven especially effective, as KOL endorsements are often perceived as trustworthy recommendations by Chinese consumers, who may value personal relationships and social proof over purely data-driven personalization. [5 examples of successful influencer programsExplore how brands like Gymshark, Salesforce, and Jack Wills have built influencer marketing programs that turn followers into loyal fans.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--32.png)Revenue Marketing AllianceAmelia Wilson![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Sharing_Article_Images_Doodles-Text_--4--1.png)](https://www.cmoalliance.com/5-examples-of-successful-influencer-programs/) ## **Customer service expectations** Beyond cultural and platform differences, the level of [customer service and engagement](https://www.cmoalliance.com/how-to-increase-customer-retention-rate-and-boost-customer-loyalty/) expectations in the American versus Chinese markets further differentiates revenue marketing approaches. In the American market, SMEs are more likely to employ self-service customer support tools, such as chatbots or automated FAQs, enabling efficient, 24/7 customer service that fits with the preference for convenience and immediacy. Meanwhile, in China, a personal approach in customer service is valued highly, as many customers prefer human interaction over automated systems. As a result, Chinese SMEs often incorporate live chat services on platforms like WeChat, ensuring that customer support is personalized and highly responsive. This approach not only improves customer satisfaction but also builds the brand's reputation for reliability and attentiveness, which is crucial in the Chinese market. [Unlocking the power of AI: Revolutionizing marketing strategies for successAI isn’t just a tool – it’s a revolutionary force reshaping how we connect with and understand customers. In this article, Siara Nazir shares insights and practical strategies for integrating AI into your marketing efforts.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--33.png)Revenue Marketing AllianceSiara Nazir![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Unlocking-the-power-of-AI---Revolutionizing-marketing-strategies-for-success-1.jpg)](https://www.cmoalliance.com/unlocking-the-power-of-ai-revolutionizing-marketing-strategies-for-success-2/) ## **Adapting to regional changes** The contrast between American and Chinese markets in revenue marketing highlights the importance of regional adaptation for SMEs seeking sustainable growth. While American SMEs may rely heavily on automation, data, and efficiency to drive sales, Chinese SMEs often focus on [community-building](https://www.cmoalliance.com/join-the-community/), influencer engagement, and direct customer interaction. Both approaches can be highly effective, but each requires understanding the local market dynamics, cultural expectations, and platform usage trends to be successful. Ultimately, revenue marketing offers a powerful framework for SMEs aiming to increase profitability and [customer loyalty](https://www.cmoalliance.com/9-retention-marketing-strategies/). By focusing on customer insights, aligning sales and marketing goals, and adapting strategies to local markets, SMEs can create revenue-generating marketing campaigns that not only attract new customers but retain them over the long term. For SMEs in any region, the key lies in blending data-driven tactics with a customer-centric approach that resonates with local consumer values, ultimately positioning them for growth in a competitive landscape. --- ## **About the author** [Dr. Islam Gouda](http://ae.linkedin.com/in/islamgouda/?ref=revenuemarketingalliance.com) is a young professional with a passion for marketing. Dr. Gouda has an honorary doctorate from the University of California in Strategic Marketing. He also has a master's degree from Florida State University and an American University of Sharjah graduate in Marketing and Management. Dr. Gouda has marketing-focused business experience with a strong analytical ability to use available market data for strategic marketing, business development, and product development purposes along with the identification of new business opportunities and measurement of ROI. Dr. Gouda's specialties include leadership and communications skills with the ability to adapt to a wide variety of cultures and to manage and work as part of cross-functional teams. --- Do you know which of your marketing channels are driving revenue? With our [Marketing Attribution ebook](https://www.cmoalliance.com/the-marketing-attribution-ebook/), you'll be able to make confident, data-driven decisions about marketing spend, prove marketing's impact on revenue to stakeholders, optimize campaigns based on what actually works, and more! Get your free copy. 👇 [The Marketing Attribution eBookReal-world data combined with expert insights in a simple eBook to give you the roadmap for scaling your marketing attribution efforts.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--34.png)Revenue Marketing AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Marketing-attribution-eBook-revenue-marketing-alliance-1-4.png)](https://www.cmoalliance.com/the-marketing-attribution-ebook/) ### The State of AI in B2C Digital Marketing 2025 Report URL: https://www.cmoalliance.com/the-state-of-ai-in-digital-marketing-report/ Last updated: 2025-06-13T07:16:29.000Z Two years into the AI marketing craze, you'd think we'd all be tired of hearing about it. With AI dominating every headline and conference call, it seemed destined to join the ranks of overhyped tech buzzwords. But here's the thing – it hasn't. If anything, it's picking up steam. The latest State of AI in B2C Digital Marketing 2025 Report supports this, showing that marketers aren't just still interested in AI – they're more excited than ever. Check out the report to see how things have changed over the last year (or not!) and how your perspective stacks up. 💡 Did you know? 90% of marketers plan to boost their AI budgets in 2025, with many seeing it as a job creator, not a replacer. ## **Inside, you'll find:** - **AI proficiency check:** Discover how confident marketers feel about their AI skills and capabilities. - **ROI reality:** Uncover whether AI is meeting or missing its ROI expectations for B2C marketing teams. - **The future of AI in marketing:** Learn who is taking ownership of AI initiatives, how it’s impacting jobs and hiring, and what investment trends will look like in 2025. --- ***Invoca CMO, Peter Isaacson, recently joined us on the CMO Convo podcast to talk about the report. Check out the full discussion right here*** 👇 ### How ABM can drive results and power your marketing career URL: https://www.cmoalliance.com/how-abm-can-drive-results-and-power-your-marketing-career-2/ Last updated: 2025-08-26T14:56:46.000Z *This article is based on* [*Philippe Ruttens*](https://www.linkedin.com/in/ruttens/)*’s presentation at the ABM Summit. As an RMA member, you can enjoy the complete recording* [*here*](https://www.cmoalliance.com/abm-summit-virtual-june-2024/?wchannelid=f5o9p7tah6&wmediaid=tb7xb8j76c)*.* --- [Account-based marketing (ABM)](https://www.cmoalliance.com/your-guide-to-abm/) has been around for a while, yet it’s still a piping-hot strategy. In fact, in this year’s [B2B Marketing Trend Tracker](https://www.b2bmarketing.net/articles/the-b2b-marketing-trend-tracker-2024-what-trends-are-we-seeing-from-client-side-and-agency-side-marketers/), ABM strategies have climbed three places in the rankings, with **32.9%** of marketers making it a focus. So why has ABM remained so relevant? Well, it ties directly to revenue and pipeline growth, which are critical in B2B marketing. ABM isn’t just about account-based selling – it’s about creating a [bigger, stronger pipeline](https://www.cmoalliance.com/b2b-pipeline-growth-planning/). And if you’re a marketer and you aren’t focused on revenue and pipeline, well, that’s a problem for your career. So, in this article, I’m going to draw on my years of experience both as a consultant and as a CMO to explore how ABM can impact your marketing career. Here’s what we’ll cover: - How ABM can fuel career growth - The challenges of implementing ABM - How to assess your ABM maturity - Four key focus areas for successful ABM - Leveraging AI to enhance ABM By the end, you’ll have a clearer understanding of how ABM can shape your career and drive tangible results for your organization. ## How ABM can fuel your career growth Now, let’s break down how ABM can actually propel your career. According to [a 2023 survey by ITSMA and ABM Leadership Alliance](https://abmleadershipalliance.com/wp-content/uploads/MomentumITSMA%5FABMLA2023%5FGlobalBenchmarkReport-2.pdf), these are the top three areas of improvement that can be attributed to ABM: 1. Active engagement with selected accounts 2. Pipeline growth 3. Sales team satisfaction Deal closing and cross-selling rank lower in this list, which is surprising given that ABM is designed to expand and engage the decision-making centers within target accounts. However, focusing on active engagement and satisfying your sales teams’ needs can set you up for success. In ABM, making these connections counts as much, if not more, than closing the deals themselves. [Gartner has also studied the impact of ABM](https://www.gartner.com/en/digital-markets/insights/account-based-marketing-trends). According to their findings, organizations often observe a lift in overall account engagement, MQL (Marketing Qualified Leads) to SAL (Sales Accepted Leads) conversion, and pipeline value thanks to ABM. [![Bar chart titled 'Areas Where Organizations Observed a Lift From Running ABM Programs,' showing various performance metrics where companies saw improvements from ABM programs. Top metrics include overall account engagement (28%), MQL to SAL conversion rates (25%), pipeline value (23%), MQLs (20%), and ad performance (20%). Other metrics with lower lift include email performance, SAL to opportunity conversions, webinar attendance, average deal size, web traffic from targeted accounts, number of individuals engaged within an account, win rate, deal velocity/cycle time, and information capture on the web. A small percentage (2%) reported no lift. Source: Gartner 2022 Tech Marketing Benchmarks.](https://lh7-rt.googleusercontent.com/docsz/AD_4nXcagDVjO0UM8KxTw_39yz5EELgfBBMdmLFMm5GJqVanvkQ83JS2_lxpgNv5DfZi31bToaCFAFDYP29PN7QDthHSq-o_ra8yHpS-wSBSvlfrQDkaKovWcyHkLbxKjzWCnGpOAXm6OQ?key=yDawPIJKHM2rs3HAcfIgncES)](https://www.cmoalliance.com/how-abm-can-drive-results-and-power-your-marketing-career) Source: [Gartner](https://www.gartner.com/en/digital-markets/insights/account-based-marketing-trends) When ABM strategies lift your pipeline and boost ROI, it’s naturally going to help your career. On the flip side, if you’re sticking to top-of-funnel or mass media campaigns, you may find your career stalling – especially if you’re in B2B marketing. ## The challenges of implementing ABM Let’s be honest – ABM is hard. It’s a long-term strategy, not a quick win, and it requires both high effort and patience. It can be a rollercoaster with plenty of highs and lows. You’ll find yourself navigating challenges, optimizing what works, and evolving your approach constantly. [Measuring and attributing ABM success](https://www.cmoalliance.com/measuring-account-based-marketing-abm-results/) is a top challenge. Another common hurdle is [aligning sales and marketing teams](https://www.cmoalliance.com/processes-for-supporting-sales-and-marketing-alignment/). And then, of course, there's the challenge of identifying and targeting the right accounts, which is at the core of ABM. [Building a solid team](https://www.cmoalliance.com/your-guide-to-abm-team-structure-success/) is key to staying resilient in the face of all these challenges (more on that later!). ABM needs support from dedicated specialists in marketing operations and strategy. ABM is very much a journey – and it can be extremely rewarding if you’re willing to adapt and push through the challenges. ## Assessing your ABM maturity For any program you’re involved in, it’s a smart idea to assess your current level of maturity. But what do those maturity levels look like in ABM? Let’s take a look. _This post is for paying subscribers only._ ### The growing importance of influencer marketing URL: https://www.cmoalliance.com/why-is-influencer-marketing-important/ Last updated: 2025-09-04T12:20:21.000Z Influencer marketing is a crucial part of many brands’ marketing strategy – social media has changed the way people interact and consume content, and influencers can be the bridge between brands and audiences, helping you to build trust. In fact, the global influencer marketing [market value reached 21.1 billion USD in 2023](https://www.statista.com/topics/2496/influence-marketing/) and the ad spend for 2024 is expected to reach [over 35 billion USD](https://www.statista.com/outlook/amo/advertising/influencer-advertising/worldwide) by the end of the year. Clearly, this type of marketing isn’t going anywhere. So why should you consider it? ## **What is influencer marketing?** Simply put, influencer marketing means partnering with people who have a solid following, as well as engagement, on social media, using them to promote a product, service, or brand. This type of marketing works because the influencers leverage their knowledge, authority, and relationship with their followers to help you reach a wider audience. Influencers can do many things for you, from creating reviews and tutorials to recording unboxing videos, hosting/attending live events, sharing personal stories, and more. There are also different types of influencers. The ones with millions of followers, like actors and other celebrities, although they may not be niche enough. Others have smaller, highly engaged audiences (a.k.a., [micro-influencers](https://www.cmoalliance.com/the-rise-of-micro-influencers/)) who’ve built strong, authentic connections with their followers, so it’s up to you to decide what suits you best. ## **What are the benefits of influencer marketing?** ### **Trust and credibility** Building an audience from scratch is hard, but influencer marketing helps you use an existing audience you can leverage. Influencers will have done the legwork, after all! Consumers are increasingly looking for authenticity and want to get recommendations that actually work. Social proof has always been a thing (e.g., reviews and testimonials), and, with influencer marketing, people see the influencer as someone credible who they can trust about a product. So, if they endorse yours, it’s more likely audiences will view it as a recommendation instead of a hard sell. In short, if the influencer is genuinely aligned with your brand, you can see an increase in trust and conversions. ### **Targeted reach** You can reach highly specific audiences by choosing influencers with followings in a relevant niche. Doing so allows you to tap into audiences you may not have reached otherwise, offering you a direct line to new customers who will be interested in what you’re offering. The right influencer can get your product in front of thousands and/or millions of potential customers with just one social media post. ### **Improved engagement** Influencer content tends to get higher engagement because people are usually more interested in personal recommendations instead of traditional ads. Followers trust influencers and interact with their posts, which will lead to more likes, shares, and comments as well. This engagement can help you boost your brand visibility and credibility within your community. People are more likely to take an interest in your brand if they see their peers engaging with it. ### **Diverse content creation** Influencers are content creators and so, by partnering with them, you can access unique, [personalized content](https://www.cmoalliance.com/the-importance-of-personalization-in-demand-generation-for-retailers/) for your brand or product. Their voice, creativity, and style can create a fresh perspective people resonate with – and which matches the image of your brand as well. This also saves you resources, since the influencer is the one spending time and effort to create content tailored to their audience. ### **Get more conversions and sales** Of course, if people are more likely to buy a product based on a recommendation of someone they trust and follow, this means influencer marketing helps you to get more sales. Influencers can direct people to your pages, offer promotional codes or links, and, overall, make the process that much easier. The ROI for influencer marketing can be significant, as it’s not uncommon for these partnerships to increase leads, sales, and brand loyalty. ## **And what are its downsides?** It’s not all sunshine and rainbows. There are also cons to using influencer marketing. Here are a few of them: ### **High costs** Influencer marketing can be costly, especially if you opt for influencers with millions of followers since they tend to charge more. However, if you pick smaller influencers, they may not have the reach you need. So, making a return on investment can be a challenge. ### **Risk of inauthentic partnerships** When influencers promote a brand or product, their endorsement can come off as fake, which can negatively impact the audience. People can see when influencers are pushing products they don’t care about or use, so it’s crucial to pick the right partnership. ### **Fraudulent numbers** There’s no guarantee that the influencer won’t inflate their follower or engagement metrics, which can mislead you when you’re looking for a partner. A high following might be meaningless if the engagement rates are low since it indicates an audience who isn’t interacting with the content. ### **Risk of negative publicity** Influencers are public figures who may face scandals or backlash due to their behaviors and attitudes. If you’re associated with them, this may end up harming your reputation. Many brands have had to cut ties with influencers, which also disrupts their campaigns and may even require crisis management. ### **Short-term impact** Another downside of influencer marketing is that you may see a temporary boost in visibility or sales but might not translate into long-term loyalty. People may lose interest in your brand or product after the campaign is over, so it can be hard to maintain momentum without overly relying on influencers. ## **How do you measure success with influencer marketing?** Measuring the success of your marketing efforts is not always easy, but that doesn't make it impossible. When it comes to influencer marketing, here are the many different ways you can track performance and find out what works and what doesn’t: - **Engagement metrics**, such as likes, comments, and shares can go a long way to determine the success of your campaign since they show people are actively engaging with the content. Saves on platforms like [Instagram](https://www.instagram.com/revenuemarketingalliance/) can also indicate followers have found the content valuable and want to revisit it at a later date. - **Reach and impressions**, which measure the unique number of people who saw the influencer’s post, can help you to gauge how much exposure the campaign has, as well as the number of times the content is viewed, which can help you understand how interested people actually are. - **Audience growth** is another good measure. It tells you that more people are following you because the influencer helped to introduce more people to your brand. - **The amount of traffic** to your website or landing page allows you to monitor how many people clicked through to your content (make sure to use UTM parameters on your links). Analytics tools give you information such as where the traffic is coming from and whether you’ve had an increase in sales. - **Conversion metrics** like sign-ups, revenue, and downloads indicate how many people are converting through the influencer’s content. - **Sentiment analysis** measures the tone of comments, tags, and mentions to form a picture of how your audience perceives you. A positive sentiment means that the campaign has a positive influence on your brand image. These aren’t the only way to determine how successful the influencer marketing campaign is, but they’re a great starting point. [What is a North Star metric in marketing?North Star metrics are specifically designed to measure the marketing value that drives growth. These metrics are often leading indicators, providing insights that can shape your marketing strategy.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--26.png)Revenue Marketing AllianceGrace Gupta![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Framework_Tiles_north_star_metrics-1.jpg)](https://www.cmoalliance.com/what-is-a-north-star-metric-in-marketing/) ## **3 examples of successful influencer marketing** ### **Gymshark** The [#Gymshark66 campaign](https://uk.gymshark.com/pages/gymshark-66) encouraged people to change their lives in 66 days. In the brand’s words: “Gymshark66 is a 66-day challenge that encourages you to focus on the small wins. Whether it’s 30 mins at the gym or a 30-min walk. 10 mins of mindfulness or 10 pages of a book. All you’ve gotta do is choose three daily habits that suit you. (...) ”Before you know it, the 66 days are up. And those daily ticks have become habits. And those habits have changed your life.” Gymshark collaborated with fitness influencers who then motivated their followers to join the challenge. The result? The challenge boosted the company’s community engagement and also their brand visibility. ### **Dunkin’** The [Dunkin’ team partnered up with Charli D’Amelio](https://news.dunkindonuts.com/news/the-charli-dances-onto-the-dunkin-menu), a TikTok influencer, to create “The Charli”, a signature drink that reflected her favorite order. Dunkin’ also gave fans the opportunity to enjoy “The Charli” with the star herself”, by launching a contest where people could post a photo on Instagram using the #CharliXDunkinContest tag – five people were then chosen to hang out with Charli virtually and get a few lessons from her in video creation. This collaboration led to Charli’s massive following downloading the app and buying the drink, resulting in a huge bump in sales for Dunkin’. ### **Absolut** The “Planet Earth’s Favorite Vodka" initiative was created in partnership with eco-conscious influencers to promote Absolut’s commitment to sustainability. This collaboration highlighted the brand’s environmental efforts but also resonated with audiences who valued these sustainable practices. In total, [95 influencers created 612 posts](https://hellopartner.com/2020/10/14/how-collectively-and-absoluts-people-and-planet-centered-influencer-activist-army-drove-conversations-online/), and the campaign got over 68 million impressions, 7+ million views, and over 700k active engagements. This campaign actually won Gold at the [Influencer Marketing Awards](https://influencermarketingawards.com/). [5 examples of successful influencer programsExplore how brands like Gymshark, Salesforce, and Jack Wills have built influencer marketing programs that turn followers into loyal fans.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--25.png)Revenue Marketing AllianceAmelia Wilson![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Sharing_Article_Images_Doodles-Text_--4-.png)](https://www.cmoalliance.com/5-examples-of-successful-influencer-programs/) ## **In short** Influencer marketing has changed from being a trend to becoming a critical aspect of modern marketing. You’re tapping into the trust and engagement influencers have with their audiences, which in turn can give you authenticity and reach – something that a more traditional marketing campaign might not be able to do. --- Okay, so you want to create an influencer marketing campaign; how can you correctly attribute traffic to it? How do you know which channels are really putting in the work? This is where our [Marketing Attribution ebook](https://www.cmoalliance.com/the-marketing-attribution-ebook/) comes into play. Get your free copy and make better informed decisions. [The Marketing Attribution eBookReal-world data combined with expert insights in a simple eBook to give you the roadmap for scaling your marketing attribution efforts.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--27.png)Revenue Marketing AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Marketing-attribution-eBook-revenue-marketing-alliance-1-3.png)](https://www.cmoalliance.com/the-marketing-attribution-ebook/) ### Connecting with customers in a digital world with Bonnie Habyan URL: https://www.cmoalliance.com/connecting-with-customers-in-a-digital-world-with-bonnie-habyan/ Last updated: 2026-10-16T14:37:31.000Z In a world of constant automation, staying connected with customers has never been more challenging—and important. As the CMO at X-Caliber, Bonnie Habyan brings over 20 years of marketing experience, offering insights into how marketing leaders can bridge the gap between technology and creativity to maintain meaningful customer relationships. In this episode of *CMO Convo*, hosted by Michal Lasman, they dive into the importance of understanding customer journeys, integrating AI tools without losing creativity, and navigating the increasingly complex marketing tech stack. Watch the full episode right here.👇 ## Key Takeaways - **The marketing shift**: CMOs face an increasing amount of administrative work due to the complexity of modern marketing tech stacks. - **Tech stack integration**: Effective CRM systems and tools like Zapier help streamline operations but still require human oversight to ensure smooth integration. - **AI's role**: AI is a powerful tool for research and brainstorming, but it's not a replacement for human creativity or deep customer understanding. - **Customer-centric marketing**: Building lasting relationships requires delivering value, understanding the customer journey, and personalizing interactions. - **Staying Creative**: In a data-driven world, creativity thrives when marketers focus on value-driven content that speaks to customer needs, not just sales pitches. - **Future-Proof Skills**: Marketers need to balance both analytical and creative skills, mastering the use of AI and project management tools to drive success. And if you're a bit pressed for time, why not check listen here? ### About the guest Bonnie Habyan is a seasoned marketing leader with over two decades of experience in both traditional and digital marketing. As the CMO of X-Caliber, she combines her deep communications background with a strong understanding of finance and technology. Bonnie's unique career journey from journalism to marketing leadership has given her the perspective needed to guide a fast-growing company through the digital age while maintaining a personal connection with customers. She believes that the key to successful marketing lies in creating value for customers, personalizing experiences, and understanding their needs deeply. Bonnie’s philosophy is centered on consistency, persistence, and doing the work others won’t—principles she continues to apply as she leads her marketing team into the future. ## Get involved What did you think about this episode? Let us know, contact [hello@cmoalliance.io](https://www.cmoalliance.com/cmo-convo-making-your-customers-your-growth-priority-amanda-malko/hello@cmoalliance.io), speak to us on our socials, or get involved with the discussion on the [CMO Alliance Community](https://www.cmoalliance.com/join-the-community/) Slack channel. Got something to say on one of our podcasts, or know someone who would be a great guest? Get in touch, contact [contribute@cmoalliance.io](https://www.cmoalliance.com/cmo-convo-making-your-customers-your-growth-priority-amanda-malko/contribute@cmoalliance.io) ### Chief Marketing Officer Awards 2024: Your finalists URL: https://www.cmoalliance.com/chief-marketing-officer-awards-2024-your-finalists/ Last updated: 2025-12-04T13:51:53.000Z ## What makes a rockstar CMO? A top CMO embodies true synergy: blending strategic vision with adaptability to drive results. With a data-driven mindset, they turn analytics into clear, impactful actions that demonstrate marketing’s value to the bottom line. These are the standout qualities our panel sought in selecting the CMO trailblazers of 2024! But don’t just take our word for it—hear from the finalists themselves ## Meet the finalists ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2024/11/11.png) Our finalists may be a select group, but they bring a wealth of diverse expertise—from software development to music streaming and education. But they share two essential qualities that earn the CMOA badge of approval: strategic vision and impactful experience. Let's meet our finalists. **\-** [**Asaf Wolf**](https://www.linkedin.com/in/asafwolff/)**, CMO at Uninversity of the People** Asaf Wolf has played a transformative role in the institution’s rise from a small operation to one of the fastest-growing universities in the U.S., now serving over 150,000 students. **\-** [**Nina George**](https://www.linkedin.com/in/ninageorge/)**, CMO at Leaf Home** Nina George is a dynamic operator and strategist known for her impact on growth-stage businesses. Her expertise spans marketing, sales, data analytics, and product innovation. **\-** [**Lisa Farris**](https://www.linkedin.com/in/lisafarris/)**,** **CMO at Soundtrack** Lisa Farris is a forward-thinking leader in market development and digital media, known for her transformative impact on brand and customer engagement. **\-** [**Jason Hemingway**](https://www.linkedin.com/in/jasonhemingway/)**,** **CMO at Phrase** Jason Hemingway, is a distinguished marketing leader with over two decades of expertise in B2B marketing. He now leads the marketing global marketing strategy and execution for the leading localization technology provider Phrase. **\-** [**Cassius Taylor-Smith**](https://www.linkedin.com/in/cassiusts/?originalSubdomain=uk)**, CMO for Colliers EMEA** Cassius Taylor-Smith, CMO for Colliers EMEA, is a visionary leader in B2B content marketing and social selling, leveraging over 20 years of expertise in corporate communications to drive Colliers’ brand across 42 national markets. **\-** [**Jocelyn Johnson**](https://www.linkedin.com/in/joy2bme/), **CMO of the American Bar Association** Jocelyn Johnson, CMO of the American Bar Association, is a powerhouse in transformational leadership with a strategic edge sharpened by her C-suite experience across healthcare, consumer goods, and technology. ## Stay tuned for the winner! The winner will be revealed soon! Narrowing down our list to just four finalists was no easy task, so let’s take a moment to celebrate all of our nominees and their hard work. Be sure to mark [**December 2nd**](https://www.linkedin.com/events/7267114463684706305/comments/) on your calendar for the big announcement! ### Nominate your CMOs to Watch in 2025 URL: https://www.cmoalliance.com/cmos-to-watch-nominations/ Last updated: 2026-08-26T11:33:18.000Z **The hunt for marketing's most innovative leaders is on!** We're excited to open nominations for CMOs to Watch in 2025 – recognizing the visionaries who are reshaping our industry's future. Who will you nominate? 👇 **Nominations close on Jan 2, 2025\.** ## Why vote? This is your opportunity to highlight the marketing leaders who are examples to follow. They could be… - Dynamite strategists breaking the mold with their brand’s marketing. - Tech wizards pushing the boundaries of possibility with exciting applications of martech. - Inspiring leaders who elevate their team towards success through their guidance and support. If you know a marketing leader who should be an example for others to follow, make your nomination today. [Nominate today](https://productmarketingall.typeform.com/to/UCl6lLpy) ## What's in store for our winners? Stand-out nominees will be featured in our coveted CMOs to Watch list, complete with a profile that showcases exactly why they're making waves in the marketing world. Winners get the full spotlight treatment: prime visibility across our social channels and an exclusive badge to show off their achievement. It's our way of celebrating the best and brightest in marketing. ## What’s the impact of being a CMO to Watch? Being named to our CMOs to Watch list puts marketing leaders in the spotlight and showcases them as true industry innovators. It's more than just recognition – it's a chance to celebrate those who are genuinely changing the game. Think you know someone who deserves their moment to shine? Now's your chance to put them in the spotlight. Ready? Let's do this. [Choose your CMO to Watch in 2025](https://productmarketingall.typeform.com/to/UCl6lLpy) ### Ten tips to uplevel your leadership URL: https://www.cmoalliance.com/ten-tips-to-uplevel-your-leadership/ Last updated: 2025-08-26T15:06:09.000Z If, years ago, you were looking for the least likely person to become a marketing leader, it was probably me. I grew up as an East Asian immigrant, and I fit the typical stereotypes – I was quiet, followed the rules, and focused on my studies. Fast forward to today, and I’m a senior marketing director at Microsoft, where I’ve spent two-thirds of my career. I’ve led teams for mature products like Project, SharePoint, OneDrive, and Dynamics 365, as well as newer innovations like Viva, the first employee experience platform in the industry. A few years ago, I was honored with Microsoft’s Pinnacle Award, which is given to just 30 employees out of over 200,000\. This recognition wasn’t just for my business impact, but for how I’ve influenced the people I work with. I’ve always tried to be the kind of leader who inspires and supports others, much like a partner I worked with early in my career. She pushed me to be my best, while still being incredibly caring and supportive – a model I’ve tried to follow ever since. So, how did I get from that quiet, studious kid to a leader? I had to become a student of [leadership](https://www.cmoalliance.com/strategies-for-team-leadership-and-growth/). I don’t fit the traditional mold of someone with natural charisma or extroversion, so I had to learn. I read books, listened to podcasts, and observed great leaders throughout my career. My goal today is to share some of what I’ve learned along the way. Whether you’re just starting out and never saw yourself as a leader, or you’re a seasoned executive, I hope you’ll walk away with at least one or two ideas to add to your toolkit. Let’s dive in! ## Three powerful leadership principles When Satya Nadella took over Microsoft nearly two decades ago, he and the senior leadership team partnered with the NeuroLeadership Institute to distill the essence of leadership into three core principles. They condensed a list of over 100 potential guidelines down to just three simple but powerful ideas: 1. **Create clarity:** This principle focuses on aligning everyone toward developing the most compelling products and solutions for customers. 2. **Generate energy:** It’s about fostering innovation and ensuring that the team’s enthusiasm and creativity meet the fast-evolving needs of the industry. 3. **Deliver success:** This principle reminds us to focus on what truly matters – achieving meaningful outcomes. These principles have stood the test of time. When I first joined Microsoft in the 2000s, our stock price was about $23\. Just the other day, it hit an all-time high of $441\. Safe to say the principles – and the culture they’ve built – are working. So, let’s explore six practical tips based on these ideas, plus four healthy mindsets that can elevate your leadership. ## Creating clarity: Synthesizing complexity The first principle, creating clarity, is all about synthesizing complex information, ensuring a shared understanding, and defining clear courses of action. Chances are, your team is being pulled in many different directions. Things are changing rapidly, especially with [the rise of AI](https://www.cmoalliance.com/ai-in-marketing-implications-for-revenue-marketers/), and it can be tough to stay aligned with stakeholders. However, creating clarity is possible – it’s about implementing simple, effective systems. Here are some tips to get you and your teams on the path to clarity. ### Tip #1: Manage by OKRs > “We must realize – and act on the realization – that if we try to focus on everything, we focus on nothing.” > – John Doerr One of the most powerful tools for creating clarity is managing by [OKRs (objectives and key results)](https://www.cmoalliance.com/top-3-mistakes-companies-make-with-okrs-and-how-we-overcame-them/). OKRs help you align your team’s efforts around a few key priorities. Objectives are qualitative, aspirational goals, while key results are the measurable drivers that help achieve those objectives. The initiatives are the actions or projects your team takes to reach these outcomes. I usually organize my team's objectives by product or funnel stage. For example, you might focus on driving awareness or improving perception for one product, while another objective could center around generating specific revenue outcomes. Within each objective, my team discusses a mix of short-term key results (like hitting a certain positive sentiment rate on an upcoming feature launch) and long-term key results (like getting leadership sign-off on a product strategy paper). This balance ensures you’re hitting immediate goals while also securing your team’s future. One of the key strengths of OKRs is that they force you to prioritize. When everything is important, nothing truly is. The things that don’t make the cut – what I call the “no OKRs” – are just as important because they clarify what’s not a priority right now. OKRs also promote shared accountability by allowing you to create joint objectives with partner teams, ensuring everyone is aligned and working toward the same goals. Studies have shown that when companies use OKRs, [**96%** of employees understand](https://www.proserveit.com/blog/align-team-and-company-goals-with-microsoft-viva-goals#:~:text=Objectives%20and%20Key%20Results%20%28OKRs,to%20the%20overarching%20company%20objectives.) how their work ties to the company’s overall priorities, compared to just 60-70% when OKRs aren’t in place. Finally, OKRs aren’t just about business results. My peers and I almost always have an objective related to team health. For instance, you might set a key result like ensuring every team member has a career check-in every six months. 📖 ****Further reading:** **OKRs for All: Making Objectives and Key Results Work for your Entire Organization* by Vetri Vellore ### Tip #2: Get into an operating tempo > *"You don’t rise to the level of your goals, you fall to the level of your systems."* > – James Clear The next tip is all about establishing a rhythm for both long-term strategic planning and regular check-ins. Typically, you’ll want to have an annual or semi-annual review of your overall strategy, along with quarterly, monthly, and even weekly touchpoints to track your KPIs or OKRs. The goal is to see how you're progressing, make necessary adjustments, and stay aligned with your objectives. Now, you might think, *"Isn’t this just about setting up more* [*meetings*](https://www.cmoalliance.com/how-to-run-and-structure-agile-team-meetings/)*?"* In a way, yes, but there’s more to it than that – it’s about establishing systems that keep you on track towards your goals. Without solid systems in place, achieving your OKRs becomes a matter of luck rather than deliberate action. So, how do you make sure all these planning sessions and check-ins are productive? Here are a couple of bonus tips to guide you: 1. **Embrace messy meetings:** Don’t focus on having the perfect presentation every time. Instead, use that time to problem-solve together, focusing on learnings, insights, and actions. Dive into the drivers behind the KPIs rather than overwhelming everyone with endless data. 2. **Remember that not everything needs to be a meeting**. Use a variety of communication and collaboration channels. You’d be amazed at how much can be done asynchronously through chat. _This post is for paying subscribers only._ ### Attribution 2.0: The solution to ROAS measurement URL: https://www.cmoalliance.com/chasing-roas-marketing-attribution-pipe-dream/ Last updated: 2025-08-26T15:06:36.000Z Since the dawn of advertising, marketers have been challenged to decide where to spend their ad budget to attain the best results. One of the most compelling aspects of digital advertising (beyond providing a new way to reach audiences), is the ability to directly and precisely measure the outcome of an ad. After marketers gravitated to digital, they believed they were finally poised to solve the marketer’s dilemma – and for a time, they did (sort of). ## The evolution of marketing measurement In the early days of internet advertising, you’d create [an SEO-friendly website](https://www.cmoalliance.com/how-to-rank-in-ai-overviews/), buy some keywords, maybe set up an email campaign, and be good to go. The cost to advertise using these new channels was relatively low, and not yet saturated with competition. Digital advertising was largely treated as a new frontier rather than a core part of most companies’ media mix. As a result, measuring the sales that came from your keyword campaigns was fairly straightforward, largely because the path to purchase was pretty simple: search, click, buy. Fast forward to today, and the landscape has become exponentially more complex. Brands now invest significant budgets across numerous platforms, including major social networks like Facebook, Instagram, and LinkedIn, search engines such as Google and Bing, emerging channels like connected TV, and traditional media such as television, radio, and direct mail. Modern marketing tactics have evolved to encompass sophisticated approaches including retargeting, personalized experiences, onsite chat, display advertising, and influencer marketing. There are many numbers out there, but averages suggest that a customer makes six to eight touches before arriving at a purchase decision. The simple, linear path to conversion has become exponentially more complex. And let’s not forget that, along with these new ways to communicate with customers, traditional channels like TV, radio, and direct mail have not disappeared. All these “touch points” now play a role in influencing a customer to convert, so which ones get the credit? The answer is all of them, to a degree. ## What is RoAS (Return on Ad Spend)? Return on ad spend (ROAS) represents the amount of revenue generated for every dollar spent on advertising. While this might seem straightforward, accurate measurement has become increasingly challenging in today's complex digital landscape. The interplay between advertising efforts and outcomes is no longer directly apparent, especially when considering awareness campaigns designed to feed other channels like display remarketing. [Traditional attribution models](https://www.cmoalliance.com/marketing-attribution-is-flawed/) have significant drawbacks because they're based on heuristics or rules, rather than data-driven insights. The last-click attribution model, while most common due to its simplicity, ignores the majority of the customer's path and assigns the entire conversion value to the final touchpoint. Similarly, first-click attribution credits only the initial marketing touchpoint, disregarding all subsequent interactions that influenced the purchase decision. Linear attribution attempts to address these limitations by distributing conversion credit equally among all touchpoints, but this approach fails to recognize that different interactions may have varying degrees of influence on the final purchase decision. The time decay model, which gives more credit to recent touchpoints, still relies on arbitrary rules and potentially undervalues early interactions that may have been crucial in initiating the customer journey. [The Marketing Attribution eBookReal-world data combined with expert insights in a simple eBook to give you the roadmap for scaling your marketing attribution efforts.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--16.png)Revenue Marketing AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Marketing-attribution-eBook-revenue-marketing-alliance-1.png)](https://www.cmoalliance.com/the-marketing-attribution-ebook/) ## Marketing attribution models: A quick recap Traditional attribution models all have their pros and cons; however, the biggest drawback they share is that they are all **heuristic models**, meaning they are based on rules or *heuristics*. These rules decide how to split the value of a sale among touchpoints, including… ### Last click attribution This is the most common model, probably because it’s the simplest to implement, understand, and explain to others. It ignores the majority of the customer’s path and assigns the entire conversion value to the last touch or “last click”. The shortcomings of this approach are obvious: if all the touch points before the last click are ignored, then they’re simply not being measured. ![](https://lh4.googleusercontent.com/Svxi4yMUEmtWKfE1fkDaaTASNa1Y2pryMc8TsyJwu0EtxbpMXAJirVSKLJGWrb9YIUqx8rp80_tMBmJcLlcWiz2xPKOTPnLzng4n2d1VnvLN0fWrMKct3r0KYJM1g0DLDRdnpgLVQYhN_vslue185yNZG3bCkKhQ2lsZ6ccdf7oFMZqJmnRYLeAUr6vE3Q) ### First click attribution Like last click, this model places all the emphasis on the first piece of marketing to touch a prospective customer. It suffers from the same shortcomings, as it ignores a large portion of the customer journey. ![](https://lh6.googleusercontent.com/B-Gd_6n_Df2H3AR7jJwokG4yrKuJjRzc0tqbIuLjwhMfT65pJJtc5ZQPdFOBHJMiE4a6jjpcTWY4zg0zKMdhmCvXnNEgQae5h94O2AZUUAsr6c71lSqkI_abVjVFOXJ1MuZX87thy8sOBnvjn7kLHEw68vJxH_k1iVPX1SJvxqmU5pA7hLZ36cwFfLYI0A) ### Linear attribution Linear attribution models distribute the conversion credit equally among all touch points along the path to purchase. ![](https://lh6.googleusercontent.com/7Sizr0LJGAsDnZipeSRp7DhESZcm7G6uXw1I3oK-vmEmlyiy9sOcTqBi6aSyVOOxvCAMc-CvHWW8BfOmg5PJ_Z6e8Cgc0dUwxvNPAMLKNvUKW2xZ9mBkzUSsLmj7mF-N71US77txKeXt1G6GiANjsAMc1B3ZnuvOp2suOFsGJMuldP5fLmBZkU6F1q05sg) ### Time decay models Time decay models distribute conversion credit based on touchpoint recency. The last click gets the most credit, followed by the second-to-last, and so on. ![](https://lh3.googleusercontent.com/-yEvwGa4iQ-G0od8Xq013JhJRTvXBT6x8wgTsGssBqiPntLHE1wr6nxyadW-mWE9HDlwhh3AzPFD5Gs2v80v-hmRqhVfd3y8nyg7pltsTpIdeBWtJ05zFpJHHIzY-Haoy6tMslXNp7OHipzQ8guauaD6OS2wKiVBkb4AU7K7MEUzlIco0z6X6TgPIC_JGA) The above models are all poor proxies for understanding what actually drives results. They are designed around convenience and ease of use but are ineffective at determining what’s working. ### The limitations of traditional marketing attribution models The biggest problem with all these models is that heuristics are arbitrary, inflexible, and subject to bias (I’ll talk more about bias in the next installment). The models are all performance-based in that they mesh with performance advertising but fail to credit branding, awareness, and other top-of-funnel efforts. Over the last several years, the cost per thousand ad impressions (CPM) has grown dramatically. This trend is driven by massive budget shifts to digital channels, which were in turn driven by massive shifts in how much time people spend online. As a result, brands need to be more targeted and cut the fat when it comes to unneeded ad spend. Compounding this problem, both in-house marketing teams and external agencies often work in silos. The paid media agency, the internal social media team, our content group, and so on are often only directly aware of the channels they’re tasked with managing and measuring results in their siloed contexts. ## Major challenges in measuring ROAS ### The bias problem Several types of bias can significantly impact ROAS measurement accuracy. Confirmation bias leads marketers to select data that supports their existing beliefs, potentially skewing the interpretation of KPIs and influencing which metrics receive attention. This natural human tendency can cloud marketing decisions and prevent objective analysis of campaign performance. Correlation bias presents another significant challenge, as marketers often perceive relationships between events and outcomes even when none exist. This bias is actually built into models like last-click attribution, which assumes that the final touchpoint was the most influential simply because it occurred immediately before the purchase. Platform bias represents a systematic challenge in the industry, as advertising platforms have an inherent tendency to claim credit for conversions due to their involvement in the customer journey. ### Technical and organizational challenges Double-counting has emerged as a significant technical challenge in ROAS measurement. When multiple platforms or agencies are involved in a customer's journey, each may claim credit for the same conversion. This results in inflated reporting that doesn't reconcile with actual sales figures, making it difficult to determine true marketing effectiveness. The problem of siloed data compounds these challenges, as marketing data often exists in fragmented systems across different platforms and tools. Traffic analytics, sales data, and campaign information typically reside in separate systems, making it nearly impossible to get a holistic view of the customer journey without significant integration efforts. Organizational silos present an equally challenging obstacle. Marketing teams often operate in isolation, with competing incentives that can lead to counterproductive behaviors. When teams are measured and rewarded based on their individual channel performance rather than overall marketing success, it becomes difficult to implement a truly integrated approach to ROAS measurement and optimization. ## Is there a solution to the problem of ROAS measurement? Modern attribution solutions have emerged to address the limitations of traditional approaches. Two leading methods have gained prominence in the industry: the Shapley value approach and Markov chain attribution. ### Shapley value approach to attribution The Shapley value approach, based on game theory, provides a mathematical framework for fairly distributing credit among marketing touchpoints. This method measures the marginal contribution each touchpoint makes to the conversion process, rewarding only genuine contributions while eliminating credit for passive participants. The approach is particularly valuable because it's mathematically proven to provide fair allocation and uses a transparent, well-established algorithm. ### Markov chain attribution Markov chain attribution takes a probabilistic approach, using Bayesian statistics to model customer journeys. This method excels at considering the sequential nature of touchpoints and modeling transition probabilities between different marketing channels. By simulating the removal of individual channels, Markov chains can measure true channel contribution and help optimize the overall marketing mix. ## How to implement effective ROAS measurement Successful ROAS measurement requires a comprehensive approach that addresses both technical and organizational challenges. Organizations must focus on integrating their marketing data into a centralized system that provides a single source of truth about the customer journey. This integration should encompass all marketing channels, sales data, and campaign information. Team alignment plays a crucial role in successful implementation. Organizations need to create shared objectives that encourage collaboration rather than competition between departments. This may require restructuring incentives to reward overall marketing success rather than individual channel performance. The technical implementation of attribution solutions requires careful consideration of the appropriate model for your organization's needs. Whether choosing Shapley value or Markov chain attribution, proper setup and ongoing maintenance are essential for accurate results. As digital marketing continues to evolve, organizations must adapt their ROAS measurement strategies to address new challenges. Privacy regulations are becoming increasingly stringent, requiring organizations to develop robust first-party data strategies while maintaining customer trust. Technical agility is essential, as platforms and technologies continue to evolve rapidly. Success in ROAS measurement requires a commitment to continuous learning and improvement. Organizations must stay informed about industry trends, test new approaches, and share knowledge across teams. This ongoing education ensures that marketing teams can adapt to new challenges and opportunities as they arise. ## Let's recap Accurate ROAS measurement is undoubtedly essential. By implementing advanced attribution models, addressing organizational challenges, and maintaining a data-driven approach, marketers can achieve a clear understanding of their marketing effectiveness and optimize their investments accordingly. Success requires a combination of technical expertise, organizational alignment, and strategic thinking. By following the guidelines in this comprehensive guide, organizations can develop the capabilities needed to tackle the challenges of modern ROAS measurement and optimization, ultimately driving better results from their marketing investments. ## ### How to crush B2B video marketing URL: https://www.cmoalliance.com/your-guide-to-b2b-video-marketing/ Last updated: 2025-08-26T15:06:48.000Z Video marketing is a powerful tool in the B2B space. The number of digital video viewers worldwide is expected to reach [3.5 billion.](https://www.statista.com/statistics/1061017/digital-video-viewers-number-worldwide/) But video is already a popular medium in marketing, with [86% of marketing professionals](https://wyzowl.s3.eu-west-2.amazonaws.com/pdfs/Wyzowl-Video-Survey-2021.pdf) using video as a marketing tool, and it’s cited as the [favorite type of content](https://animoto.com/blog/business/2018-social-video-consumer-trends) that people like to see from brands on social media. For some B2B brands, they may think their industry isn’t “interesting” enough to warrant video content, but that’s simply not the case! Video can be leveraged in so many ways to help connect your brand to your audience, build trust, and boost sales. In this guide, we’ll take you through the importance of video marketing and tips for producing videos. You’ll also find plenty of resources linking to previous blog articles we’ve written about video in B2B. - [**What is B2B video marketing?**](https://www.cmoalliance.com/your-guide-to-b2b-video-marketing/#what-is-b2b-video-marketing) - [**Why B2B video marketing is important?**](https://www.cmoalliance.com/your-guide-to-b2b-video-marketing/#why-b2b-video-marketing-is-important) - [**How to get started with video marketing?**](https://www.cmoalliance.com/your-guide-to-b2b-video-marketing/#how-to-get-started-with-b2b-video-marketing) - [**Video production tips for B2B marketers**](https://www.cmoalliance.com/your-guide-to-b2b-video-marketing/#video-production-tips-for-b2b-marketers) - [**How to feel comfortable in front of the camera for marketing videos**](https://www.cmoalliance.com/your-guide-to-b2b-video-marketing/#how-to-feel-comfortable-in-front-of-the-camera-for-marketing-videos) ## What is B2B video marketing? B2B video marketing is all about using videos to promote products, services, or brands to other businesses. It's like creating videos that speak directly to other companies. The idea is to grab their attention and show them how your solutions can solve their problems or meet their needs. These videos can be: - Demos, - Interviews, - Webinars, or even - Customer stories. You can share them on your website, social media, through emails, or at industry events. B2B video marketing helps you engage other businesses visually, communicate effectively, build trust, and generate leads. It's a powerful way to boost your overall marketing strategy and drive more business from other companies. ## Why B2B video marketing is important As the most prolific content medium online, video is crucial for any business regardless of its industry. Video marketing can increase your brand awareness by getting you more exposure and engagement, increase the visibility of your products which can lead to more sales, and even provide an SEO boost, helping you rank higher in search results. Video is versatile, allowing you to engage with your audience on social media, email, and on your website. You can produce educational content like product demos and industry thought pieces, or you can sell your products and services with customer testimonials and case studies. ## How to get started with B2B video marketing Any brand can get started with video. You don’t need a ridiculous budget, expensive equipment, or crazy special effects to make exciting video content. You just need a clear direction and the drive to make it happen. If you want to make video a full-formed part of your social media strategy, you could join the fastest growing social platform, TikTok, which is rapidly becoming a tool in the B2B space, thanks to their platform TikTok for Business. [58% of adults between 18 and 29 use TikTok](https://www.pewresearch.org/internet/2021/04/07/social-media-use-in-2021/), making it the social media platform of choice for Gen-Z. As this demographic rises through the workforce, we’re likely to see a lot more B2B marketers engaging with the platform. With its emphasis on short, low-budget videos, TikTok is both a cheap way to produce content and the ideal platform for brands to build personal, emotional connections with their audience. It’s also the ideal way to demonstrate quick product hacks, show behind-the-scenes clips, and demonstrate the fun, personable side of your company. ***Check out our article looking at the reasons why your brand should be on TikTok:*** [Is it time for your B2B brand to be on TikTok?When it comes to a popular social media network, it’s pretty much inevitable that someone asks “can we do B2B marketing on that?”. TikTok is no different and that’s what we’re looking at in this article.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2022/07/Revenue-Marketing-Alliance-favicon.png)Revenue Marketing AllianceWill Whitham![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2021/06/tiktok-logo.jpg)](https://www.cmoalliance.com/is-it-time-for-your-b2b-brand-to-be-on-tiktok/) When starting out, you need to understand the basics of video before you can get shooting underway. Here’s what you need to consider when implementing video marketing: ### **Create a posting schedule** You need to think of your video content in the long term, rather than just posting things at random. Maintaining a consistent publishing schedule will keep your audience coming back for more videos, and implementing new campaigns will keep them engaged. ### **Choose your type of videos** There are many angles you can take with video for B2B, and you likely want to focus on just a couple to get started. There are how-to’s, testimonials, demonstrations, case studies, teasers, company news, interviews, blog post summaries, behind the scenes, and many more. Your choice will depend on the goals you want to achieve with video. If you want to help your audience understand more about what you do, a product/service demonstration can be a great video to start with. ### **Tell stories in creative ways** The most memorable videos and ads are the ones that tell a story, they’re not about the hard sell. If you want your video to engage your audience, it needs to connect with them. Tell the story of your brand with an engaging story arc from start to finish. Drive that connection through a narrative that builds emotion. ### **Start with a great hook** With so much video content out there, those first few seconds are crucial. You need to give immediate clarity to what your video is about, and why it’s worth the viewer’s time to watch. To do this, you need an attention-grabbing hook that puls them in immediately so they watch through to the end. ### **Include CTAs** Just like with any piece of content, you need a clear call to action so your audience knows what to do next. It doesn’t always have to be a sale, it can include anything from following your social media page, sharing the video with friends or colleagues, leaving a comment, or encouraging viewers to engage with other content. ### **Share your content** Once your video is shot and edited to perfection it needs to be shared. There are a number of hosting platforms to choose from for uploading your video, which can then be shared on social media or embedded on your website or in email newsletters. ***Need to find some new video marketing tools to add to your B2B arsenal? Check out our article below.*** [20 recommended video marketing tools for B2B marketersFrom sales training and product demos to new feature announcements and quick explainer films, there are lots of use cases for videos and with the apps we’re about to run through, sharp results don’t require expertise or in some cases, even money.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2022/07/Revenue-Marketing-Alliance-favicon.png)Revenue Marketing AllianceLawrence Chapman![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2021/03/b2b-marketing-video-marketing.jpg)](https://www.cmoalliance.com/20-recommended-video-marketing-tools-for-b2b-marketers/) ## Video production tips for B2B marketers Even if you think you operate in a “boring” industry, there’s plenty that can be done with video. Whether it’s educational/instructional content to help users with your products, reviews from trusted sources, or behind-the-scenes looks at the day-to-day business operations, video can be leveraged in so many ways to help connect your brand to your audience, build trust and boost revenue. But if you’re new to video marketing, take a look at our top tips for getting started, looking at everything from lighting to editing so you can create the perfect video content for your B2B brand. ### Lighting Lighting is essential for filming and can make a huge difference to the quality of the finished product. Natural light is a great lighting source for videos, so it’s best to film your footage in the morning or evening when the light is at its softest (midday sun can cast harsh shadows, and won’t look as flattering). For indoor filming, you’ll need more intentional lighting and you’ll need to think about where you place them. Avoid overhead lights as these will cast unflattering shadows over the subject’s face. Use a three-point lighting system, which consists of a key light, a fill light, and a backlight: - Key light - the brightest of the three lights and provides the bulk of the light - Fill light - eliminates shadows caused by the key light, but less intense - Backlight - separates your subject from the background, creates depth to the shot Always check the subject through the camera lens to see how the lighting will look to the viewers, so you’ll be able to reveal any issues that can’t be seen with your eyes. ### Sound There’s no excuse for poor sound quality in a professional marketing video, it will cheapen the final product, and viewers will immediately switch off.For interviews or voiceovers, you need the right kind of microphone to produce the high-quality audio needed. Mics come in many shapes and sizes, each with its own strengths for capturing audio in certain situations. Here are a few examples of microphone types: #### Shotgun The type of mic you’ll see on film sets, a shotgun microphone is usually mounted to a long pole and operated by a member of the crew. They are highly directional and can isolate the sound you want to record. #### Condenser If you want to produce high-quality voiceovers for your video, you should look into condenser mics. They’re best for capturing vocals and high frequencies, and their sensitivity means they can pick up the most delicate of sounds. #### Lavalier Also known as a lapel microphone, lavaliers clip to the front of people’s clothes and are often worn by news anchors or interviewees to isolate a subject’s voice while they’re talking. Outside, these mics can be affected by wind noise and may require a windscreen. Also make sure your subjects don’t move around too much, as you’ll pick up the sound of their clothes rustling. Audio is something that’s quite difficult (and expensive) to fix in editing, so it’s crucial to get it right while recording. If you’re outside and a plane flies overhead while filming someone speaking, you’re probably going to want to do a retake. ### Script There may be times when you don’t need a full script (or even any script at all), but if you want to promote your brand in the most flattering way, and keep everything consistent with your messaging, a pre-written script is the way to go. Even if it’s just a list of bullet points of the different talking points, your video shooting will go much smoother if you have a plan. Make sure you read your script drafts out loud when they’re done, as they’ll sound very different being spoken than just silently read. If you can, consider recording yourself or someone else reading the script just to get a feel for how it might come across on camera, and get an idea of the run time for the video. If you find your performance a little dull or robotic, it could be that your script is too rigid. Try learning what you want to say and try to perform it without referring to the written down lines, you may find this comes across more natural and produces a better performance. Remember, things can always be edited and cut out later. ### Storyboard A storyboard is essentially a pitch for your video, a way to show your team an outline of what kind of footage you’re looking for so no one’s left floundering on shooting day not knowing what scene comes next, which can be extremely detrimental if you’re reliant on certain locations, people’s availability, or certain lighting. Planning your shots will save lots of time when you’re filming, and having a storyboard will also give people a chance to make suggestions or point out any foreseeable problems with chosen locations or equipment restrictions. Here’s a basic step-by-step process for creating a storyboard: - Establish a timeline - Make a shot list - Sketch the scenes - Annotate scenes with details - Add cuts Don’t worry if you’re not an artist, even basic stick figure drawings can be enough to give your team a rough idea of what you’re after. ### Shooting Now everything is prepped and ready it’s time to shoot the actual video. There’s a lot that can be done in editing but it’s still crucial to get the footage you need, so there’s likely to be re-takes aplenty. Trying to shoot handheld is very difficult and will undoubtedly result in the footage shaking, so make sure you use either a tripod or stabilization tools to keep the camera steady, especially if your shots require the camera operator to move around. Test all of your equipment before you begin getting your shots. Make sure the lighting is right and your audio is actually being picked up on the mics. Listen back and ensure there’s not too much background noise or echoing that needs to be dealt with before you start the shoot. If you’re going to be filming with time-limited people like the CEO, it’s a good idea to have stand-ins for the setup and practice shots so you can get right down to filming when everything is ready and in place. #### The rule of thirds The ruler of thirds is a concept that helps to create the most aesthetically pleasing shots. If you’re just starting out filming you may be tempted to slap your actor right in the very middle of the shot, but that often isn’t the best way to film people. Enter the rule of thirds, which involves putting your subject into the spot where the eye most naturally gravitates. Most cameras have a grid setting that overlays four lines across the screen (two horizontally, two vertically), and the intersections of these lines are known as “power points”. If you place your presenter at these intersection points, it produces a more natural-looking image. Off-center composition is pleasing to the eye and is a way to creatively use negative space. #### Don’t forget the B-roll B-roll clips are the additional footage that adds visual interest to your shoot. For example, when having a presenter talk about a product, you might cut away to footage of said product in action with the presenter still talking over it, rather than having the whole video focus on a person talking to the camera. Grab as much B-roll footage during filming as you can, so you can pick the best shots to use during editing. They’re also great for time-lapses and slo-mo shots, just make sure you get permission from any members of the public who might appear in background shots of your footage for their face to appear on video. ### Editing Editing is when you bring your final product to life. You may have only minimal edits like a few cuts, or you may have complex shots inter-spliced into your video with impressive graphics thrown over the top - it’ll depend on the tone you’re going for (and likely your budget and skillset). For any shots that maybe didn’t come out the way you hoped, editing can help rectify this, and if all else fails, you have your B-roll to fall back on. There’s plenty of video editing software out there, from high-end products like Premiere Pro to free software already pre-installed on most computers. You may even want to outsource to a company or a freelance editor if you don’t feel you have the skills needed. Effects can be fun, but try to keep everything clean and simple so it still looks professional. You can make basic edits to instantly improve any video, such as: - Adjusting the lighting a little - Cutting out any pauses or moments of silence - Adding background music - Adding transitions [10 tips for your B2B YouTube channelThere is still a lot of potential for using YouTube for lead generation and helping decision-makers choose your product or service over a competitor. As someone who is YouTube Certified and has helped grow a range of B2B YouTube channels, here are my 10 tips on making yours a success.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2022/07/Revenue-Marketing-Alliance-favicon.png)Revenue Marketing AllianceAsh P![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2021/03/youtube-b2b-image.jpg)](https://www.cmoalliance.com/10-tips-for-your-b2b-youtube-channel/) ## How to feel comfortable in front of the camera for marketing videos If you’re not accustomed to being in front of the camera, the idea can be quite daunting. In this section, we’ll take you through how you can prepare for a recording and feel more comfortable in front of the camera. ### Watch others on video Appearing on camera can be a nerve-wracking experience, especially if you’re trying to emulate someone who seems to do it so naturally. But rather than being put off by these video stars and feeling like you’ll never be as good as them, you should try to learn by watching their videos. Remember, even the best presenters had to start somewhere, and have likely had years to hone their skills to make their on-camera performances appear so natural and effortless. Seek out videos similar to the ones you want to produce and watch how the people on-screen talk, gesture, smile, etc. One of the best ways to develop your skills is to learn and emulate from those who’ve already mastered them. ### Write and rehearse your script Coming up with a speech on the spot might come naturally to you in a meeting or talking with a co-worker, but it’s a totally different skill when you’re aware you’re being filmed. Avoid stumbling over your words or drawing a blank by writing up a script for your video. If this approach seems a little too rigid, stick to writing down your main talking points and making some notes that you can refer to during the recording. Next, rehearse your message. Not only will you get used to the words that you need to say on camera, but you’ll be able to hear how it sounds and pick up on any issues. Reading written text out loud can come across differently than simply reading it in your head, so you may need to make some tweaks when you hear it spoken for the first time. If there’s time, consider recording your speech privately and playing it back so you can get a sense of how it sounds. Many people really don’t like hearing their own voice played back to them, so you could also recruit someone to listen to it for you and provide feedback. ### Dress the part Okay, so this one is a bit more psychology-based, but if you’re really anxious about being in front of the camera, every little helps! Wearing the “right” outfit will depend on the style of your video, as you may dress more formally for certain announcements, or keep it casual in behind-the-scenes footage. But the way you dress will make you feel more confident in what you’re saying and add a touch of authenticity to the message. Dress appropriately for the situation and subject matter in something that will make you feel comfortable. Pro-tip, try not to wear something too pattern-heavy, as this can be distracting for the viewer and might look strange on camera. ### Speak slower than normal A strange quirk of appearing on camera is that it often makes you speak quicker than you normally would, especially if you’re nervous and trying to get the recording over with as quickly as possible. But rushing your speech will make it harder for the audience to follow what you’re saying, and you’ll likely end up having to do more re-takes. Force yourself to speak slower than usual, taking pauses between your thoughts. Slowing down can initially feel a little silly like you’re talking way too slow, but the way we talk in a casual conversation is much faster than how people talk on camera, so trust us when we say that you’ll want to slow down. Taking your time can also help calm your nerves and give you more time to think about what you’re going to say next. Plus, taking the occasional pause to gather your thoughts provides cut-points that makes the video easier to edit in post-production. ### Gestures and body language If you’re going to be filmed standing in front of the camera and talking, you’re probably thinking what the heck am I going to do with my hands!? Gesturing with your hands is a great way to show confidence on camera, and it supplements your words with a natural enthusiasm. The key is to use your hands naturally as you would in a normal conversation, but without overusing them. Again, take a look at some example videos and pay attention to how the presenter uses gestures while speaking and try to emulate them until it comes naturally to you. As for your body, make sure you’re aware of your posture. If you have a tendency to slouch, make an effort to stand up straight, keep your shoulders back and your chin up. Good posture will help you look and feel more confident. Avoid turning your body away from the camera or folding your arms, as you can come across as closed off, and you want to look as open and welcoming as possible. ### Look into the camera When you watch people in videos speaking directly to the viewers, they’re always looking right at the camera. This can be pretty daunting or even downright difficult if you’re not used to it, but it’s essential to get right. If looking down the lens makes you nervous, you can try looking just a couple of inches above the camera. You could even stick something to the top of the camera to help draw your eye, like a colorful sticky note. ### Don’t rush Recording videos can be time-consuming, even if it’s only going to be a few minutes long. So make sure you have plenty of time set aside for the shoot and to accommodate any issues that arise like technical problems or people not arriving on time. Having plenty of time to get it done will also help take the pressure off having to do a perfect take the first time around, helping you feel more relaxed and comfortable. ### Mistakes can be edited Ah, the magic of editing. It can do away with all those awkward fumbles, stops, and re-starts, or that dead air where you forgot your words. While recording, keep the editing process in mind. If you’re halfway through your speech and fumble a line, just take a breath, and start that sentence again. Endlessly re-recording your entire speech every time you make a little mistake will grow tiresome and play havoc with your nerves, so just keep in mind that as long as there’s a clean take of every individual bit, editing can work around those little mistakes. --- **Want to discover more about video marketing in B2B? Join the** [**Revenue Marketing Alliance Community**](https://www.cmoalliance.com/join-the-community/)**!** ### Navigating consumer uncertainty: How brands can build trust URL: https://www.cmoalliance.com/navigating-consumer-uncertainty-how-brands-can-build-trust/ Last updated: 2025-08-26T15:07:07.000Z *This article is based on* [*Michael Nevski*](https://www.linkedin.com/in/michaelnevski/)*’s talk at #Demand24 in Denver. As an RMA member, you can enjoy the complete recording* [*here*](https://www.cmoalliance.com/demand24-denver/?wchannelid=oia6hzyd4v&wmediaid=clfn2z5kxl)*.* --- What does it take for brands to thrive in a world where [uncertainty](https://www.cmoalliance.com/customer-retention-strategies-in-uncertain-times-lets-talk-revenue-marketing/) is the new normal? As the Director of Global Insights at Visa, I’ve had the opportunity to study consumer behavior across 200 markets, and I’ve seen firsthand how economic instability, political shifts, and rapid technological advancements are reshaping how people spend and interact with brands. Consumers today are navigating rising costs, unpredictable markets, and eroding trust in institutions. In this environment, traditional marketing strategies simply aren’t enough. In this article, I’ll explore the evolving landscape of consumer behavior and examine the key ways brands can adapt to stay relevant and build long-term loyalty. Here’s a taste of what we’ll cover: - The rise of consumer caution and its impact on spending habits - How generational differences shape financial behavior, from Gen Z’s save-and-splurge mindset to Millennials’ financial maturity - The role of emerging technologies like generative AI in reshaping shopping experiences - Practical strategies for brands to adapt and thrive in uncertain times Let’s dive in. ## Uncertainty: The new normal Right now, many consumers are feeling a sense of uncertainty. They’re being bombarded daily by the media and news, which only adds to their concerns. If you put yourself in their shoes, you’ll see what they’re dealing with: rising mortgage rates, post-COVID challenges, and geopolitical events like the war in Ukraine, among others. This uncertainty has become the new normal, and it’s not going away anytime soon. It’s important to recognize that these events impact different demographics in different ways, which means we need to understand and address these differences. Another factor we need to consider is the erosion of institutional trust, including [trust in brands like ours](https://www.cmoalliance.com/the-importance-of-trust-in-b2b-marketing/). Consumers are dealing with a lot of uncertainty, and it’s affecting their relationship with brands. Understanding this is key when we think about the consumer journey and the various touchpoints along the way. As brands, what can we do in the face of all this uncertainty? To start, we need to analyze the evidence. So, let’s take a closer look at what’s going on with today’s consumers. ## Economic sentiment: What the data tells us According to [Morning Consult’s data](https://pro.morningconsult.com/trackers/consumer-confidence-dashboard), consumer confidence is pretty volatile at the moment, reflecting consumers’ emotional well-being. Consumers feel uncertain about the future, which influences their behavior. In this environment, consumers are looking for three main things from brands in this environment: a break, a win, and a reason. 1. **A break**: This is about self-care, escapism, and joy. With the constant stress, consumers seek ways to disconnect from the harsh realities of the world and take care of themselves. 2. **A win**: Consumers expect something in return from the brands they interact with, like self-interest, wealth, or personal growth; we need to show how we can help them achieve that. 3. **A reason**: Whether they’re Gen Z or Boomers, city dwellers or living the rural dream, consumers want brands to offer a clear value proposition. They’re constantly seeking reasons to trust brands and feel confident in their choices. ## Higher-income consumers and growing concerns Surprisingly, affluent consumers – those we’d expect to feel more secure – are increasingly worried about the economy. For instance, many in corporate America fear job loss, which directly impacts their financial confidence. This concern extends to debt, particularly in light of student loan repayment programs. Among higher-income consumers, [**73%** and **69%**, respectively, express concerns about missing payments](https://www.foxbusiness.com/personal-finance/student-loans-payment-pause-ends-borrowers-miss-payments) or even defaulting on their loans. This shapes their spending priorities, as they focus on paying off mortgages or credit card debt instead of making big purchases. _This post is for paying subscribers only._ ### The Marketing Attribution eBook URL: https://www.cmoalliance.com/the-marketing-attribution-ebook/ Last updated: 2026-08-26T11:33:48.000Z ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/RMA_Images/Cover_Mockup_RMA_Marketing_Attribution_eBook.png) The Marketing Attribution eBook **Your data is about to tell a much better story.** Stop guessing, start knowing. Our comprehensive marketing attribution eBook combines real-world data from revenue marketers worldwide with expert insights to give you the roadmap for attributing, optimizing, and scaling your marketing efforts. Download the playbook ![](https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/RMA_Images/RMA_Website_Graphic_.png) This eBook is your game-changer Imagine having a crystal-clear view of which marketing channels truly drive revenue, backed by data from your peers and industry experts. Our eBook delivers exactly that – actionable insights to help you: 👉 Make confident, data-driven decisions about marketing spend. 👉 Prove marketing's impact on revenue to stakeholders. 👉 Optimize campaigns based on what actually works. Give me my copy --- ### **Don't believe us? Well...** ***"This report is literally a master class in attribution. You'd have to pay $5K to get this content in a training course. EVERYONE - go and get a copy of this!"** ****Steve Armenti, Independent Consultant (ex-Google, DigitalOcean)** --- ## **What's inside this 80+ page write up** ✓ Survey results from revenue marketers across industries ✓ Benchmark data to compare your attribution practices ✓ Trends and patterns in successful attribution strategies ✓ Advice from marketing attribution specialists ✓ Common pitfalls and how to avoid them ✓ Step-by-step guidance for implementing effective attribution ✓ Templates and frameworks for attribution modeling ✓ Roadmap for improving your attribution accuracy ✓ Clear answers to turning marketing attribution into a competitive advantage --- ### Don't let unclear attribution hold your marketing back. ### Download the eBook now and turn marketing attribution from a challenge into your competitive advantage. 👇 ### How brand building influences every major business decision URL: https://www.cmoalliance.com/how-brand-building-influences-every-major-business-decision/ Last updated: 2024-10-25T13:45:39.000Z I will start this article with a quote from my last interview: “You are what you do, not what you say you will do,” as Carl Jung aptly said. Let's analyze three key angles of brand building within organizations. Historically, brand building was seen as a marketing task focused on logo design and identity, emphasizing color psychology and the use of shapes. Today, it has evolved to encompass everything from corporate culture to customer experience, affecting decisions at every organizational level. We'll dive into these crucial aspects of brand here. Here's a breakdown of our key talking points. ## Key talking points - Brand building is about action - Branding within company culture - Promoting talent and leadership - Crisis management and reputation protection ## Brand building is about action This shift in mentality reflects a deeper understanding that a brand is more than just a marketing tool; it embodies a company's core values, mission, and vision. Enhancing a brand and its reputation is about actions—actions that build trust and respect. It’s not merely about making promises but fulfilling them and showcasing commitment through tangible experiences. [Marketing leadership career advice for 2024We asked this year’s CMOs to Watch for their best advice on what it takes to become a great marketing leader. Discover how you can take your career to where it deserves to be.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--14.png)CMO AllianceWill Whitham![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Untitled-design--22-.png)](https://www.cmoalliance.com/marketing-leadership-career-advice-for-2024/) In today's competitive landscape, brand building extends beyond logos and slogans. It’s a strategic imperative influencing every company decision. Whether launching a new product, crafting a marketing campaign, or managing a crisis, a brand's strength can significantly impact these choices. A company must first establish a strong internal culture before it can effectively project its brand outwardly. So, how is brand building shaping business decisions in 2024? Let’s explore. ## **Branding within company culture** Branding within a company’s culture is fundamental to creating a cohesive and thriving organization. When a company’s internal culture aligns with its external brand, it creates a powerful synergy that resonates with both customers and employees. A strong internal brand fosters a sense of belonging and pride among employees, who become brand ambassadors. They embody the company’s values, vision, and mission in their daily work, which translates into authentic customer interactions and consistent brand experiences. A robust internal brand can drive higher employee engagement, reduce turnover, and enhance overall productivity. Companies like Google and Amazon exemplify this by cultivating cultures that promote innovation, inclusivity, and continuous learning, which not only attract top talent but also retain them. [How to build a culture that values customer interaction in product-led growthLearn how to prioritize customer satisfaction by building your business’ work culture positively and empowering your employees.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--15.png)CMO AllianceRebecca Madro![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/How-to-build-a-culture-that-values-customer-interaction-in-product-led-growth.jpg)](https://www.cmoalliance.com/how-to-build-a-culture-that-values-customer-interaction-in-product-led-growth/) Employees at these companies feel connected to a larger purpose, increasing their loyalty and commitment. The internal brand becomes a key factor in why employees choose to stay and grow within the company, contributing to its long-term success. ## **Promoting talent and leadership** Some C-suite officers fear promoting their staff because they worry these talented individuals might leave the company after gaining more experience and recognition. This mindset can be damaging to the overall health of the organization. Instead of fostering a culture of growth and development, it creates an environment where employees feel undervalued and stagnant. Talented employees are more likely to leave a company that doesn’t offer them opportunities for advancement and recognition. C-suite officers should focus on creating a culture of empowerment, where promoting and recognizing talent is seen as a strength, not a risk. When employees feel their contributions are valued and that they have a clear path for growth within the company, they are more likely to remain loyal. [Four strategies to keep and nurture top marketing talentDiscover four proven employee retention strategies that can be applied to in-house and agency marketing departments.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--16.png)CMO AllianceMarisa Ricciardi![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/nick-fewings-EkyuhD7uwSM-unsplash--1-.jpg)](https://www.cmoalliance.com/four-strategies-keep-nurture-top-marketing-talent/) Leaders who take pride in their employees’ successes foster a culture of mutual respect and admiration, leading to higher retention rates and a more dynamic, innovative workforce. A strong brand not only attracts customers but also top talent. For example, Google and Amazon are renowned not just for their products and services but for their employer brands. These companies invest heavily in creating a positive workplace culture and promoting their brand values. This, in turn, attracts talented individuals who align with their mission and values, driving innovation and productivity. Never forget, your employees are your biggest asset! ## **Crisis management and reputation protection** In today's digital age, how a company responds to challenges can either reinforce or undermine its brand reputation. Effective crisis management demands transparency, swift communication, and a commitment to core values. When a crisis hits, the public, customers, and employees closely scrutinize the company’s response. Companies that act with honesty, empathy, and decisive action are more likely to maintain or enhance their brand reputation. This involves addressing immediate issues and clearly communicating the steps taken to resolve the situation and prevent future occurrences. [Brand strategy for startups: an often overlooked advantageI’m always a bit surprised, with how much brand marketing has evolved over the years, that there is still quite a bit of confusion around what it really is and where to start.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--17.png)CMO AllianceJoanna Lord![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Brand-strategy-chess-2.jpg)](https://www.cmoalliance.com/brand-strategy-for-startups-an-often-overlooked-advantage/) Reputation protection is about being proactive in identifying potential risks and having a well-prepared crisis management plan. This plan should include communication protocols, decision-making processes, and a clear understanding of the company’s values to guide responses. Ultimately, effective crisis management is about living up to the brand’s promises during challenging times. Companies that handle crises well can protect and even strengthen their brand reputation, retaining the trust and loyalty of their customers and employees. ## **Final thoughts** Brand building isn't just a marketing tactic—it's a strategic imperative that influences every facet of business decision-making in 2024\. From establishing trust and credibility to guiding growth and enhancing customer experience, the strength of a brand shapes how companies operate and succeed in today's dynamic market. By investing in brand building, companies can not only differentiate themselves from competitors but also build lasting relationships with customers, attract top talent, and navigate challenges with resilience and integrity. As we look ahead, one thing is clear: brands that prioritize authenticity, consistency, and purpose will continue to thrive and lead in the ever-evolving business landscape of 2024 and beyond. [ ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1000/2022/08/CMO_Leaders_Fellowship_CTA_Banners_.png) ](https://certified.cmoalliance.com/p/chief-marketing-officer-fellowship/) ### Why appreciation is the most undervalued leadership skill URL: https://www.cmoalliance.com/why-appreciation-is-the-most-undervalued-leadership-skill/ Last updated: 2024-10-10T13:00:25.000Z Modern-day leaders must have a set of hard and soft skills to take their companies to the next level. But from all the skills a leader can possess, appreciation ranks at the very top. Appreciation means having the dignity to give compliments, recognizing good qualities, and enjoying when someone does a good job and in the business world, appreciation leads to unprecedented benefits. It can boost employee morale, and increase employee retention - it’s instrumental in a company's growth. As mentioned, appreciation is one of the many [hard and soft skills](https://www.cmoalliance.com/a-few-key-skills-for-modern-cmos/) modern-day leaders must possess. This guide will tell you why every leader must show appreciation toward their employees, coworkers, and business partners. I’ll address discussion points, such as: - What it means to show appreciation - How appreciating your team can increase employee retention - Why appreciation drives creativity - How morale improves when teams are appreciated - How to show appreciation as a leader ## What does it mean to show appreciation? Some say appreciation is a basic human need. After all, we work in results-driven industries where growth is all that matters. But we need to find ways to motivate employees to do better to achieve higher results. Showing appreciation is one way to do that. Merriam-Webster explains appreciation as "a feeling or expression of admiration, approval, or gratitude." Appreciation is a leadership skill that only the classiest of leaders have. The skill is powerful enough to singlehandedly boost employee morale beyond your wildest imagination. But appreciation is also a skill that not every leader has. Therefore, it becomes a priority to find ways to acquire it as it can make all the difference in the modern business world. So how do you show more appreciation as a modern business leader? Before we tell you that, here are a few reasons why appreciation is the most underrated skill a leader can have. ### Appreciation increases employee retention Ask yourself: why do employees leave companies? Is it for better-paying jobs, more growth opportunities, or because they feel unappreciated? Without a doubt, all three reasons are valid answers. However, while we might be limited regarding how big a salary and growth opportunities we can offer, one thing we absolutely can do is show appreciation. Showing appreciation will lead to increased employee satisfaction. Knowing your employees' names, strengths, and unique characteristics will ultimately make them feel more wanted in your organization. In addition, praising an employee for doing a good job will increase employee retention, as it will make them feel more valued. ### Appreciation encourages employee creativity Levels of creativity vary depending on each employee. [People come from all kinds of backgrounds](https://www.cmoalliance.com/why-we-need-to-amplify-diverse-voices-in-marketing/), which logically suggests they will have different thought processes. Employees tackle challenges, issues, and obstacles differently. Some might employ a methodical approach to solving problems, while others rely on creativity. There's no wrong approach to how your employees tackle work-related issues and challenges. But giving your employees a voice to speak up can bring forth alternative solutions to problems and challenges. Ultimately, being honest with your employees and showing appreciation can motivate your employees to resolve issues in different ways. ### Appreciation increases employee morale Last, but not least, [appreciation as a skill](https://great.com/becoming-great/73-powerful-leadership-skills-appreciation/?ref=productmarketingalliance.com) is powerful enough to keep your employees happy and in high spirits. After all, a happy workplace is a productive workplace. ## How to show appreciation as a leader Now we come to the part of this short guide that explains how to show appreciation and develop the skill. ### Give employees opportunities to showcase their talents Your goal as a leader is to make every employee feel part of your workplace family - you need to make them feel *appreciated*. And there's no better way to do that than to provide employees with opportunities to show what they can do. Some employees crave more [responsibilities](https://www.cmoalliance.com/top-responsibilities-for-cmos-in-2024/). They want to move up the ladder and hold a more important role within your organization. The only way to retain the most passionate and hard-working employees is to show appreciation. ### Ask for their opinion Hearing alternative opinions is an excellent way to tinker with issues. But in a hostile working environment, very few employees are willing to give their point of view. Therefore, you must make it your mission to embrace an inclusive and welcoming workplace environment where anyone can share their opinion. Empowering your employees to speak up shows that you value their opinions. ### Share their success If you truly want to be a modern workplace leader, you must show appreciation for your employee's hard work and triumphs. After finishing a project with extraordinary success, make it a priority to give a round of applause to the people tasked with making sure you bring home a win. Remember that your employees are the soul of your company, so make it a priority to share their success with everyone to empower them and reach new levels. ### Enquire about their needs Finally, show your appreciation by initiating a conversation to discuss their needs and wants. Your employees won’t always speak up about what they truly want - no matter your workplace culture. Therefore, make it your goal to know where your employee's heart lies. Modern workplace leaders must show appreciation in a meaningful way that guides employees each step of the way, as only through appreciation can we foster quality relationships and professional development. --- ### Want *more* leadership insights? Continue the conversation and network with like-minded marketing leaders over at [our free Slack channel](https://www.cmoalliance.com/join-the-community/). ### Answer Engine Optimization: How to rank in AI Overviews URL: https://www.cmoalliance.com/how-to-rank-in-ai-overviews/ Last updated: 2025-08-26T15:07:57.000Z I’ll begin by giving you two queries to think about. Your job is to work out the difference between them. **Query 1 (720 searches):** *How many majors has Tiger Woods won?* **Query 2 (1000 searches):** *Who is the best golfer of all time?* Got it yet? As I see it, the principal difference between these two searches is that the first can be easily answered by an AI Overview (AIO), whereas the second cannot (try it yourself - the AIO result is useless). The first is a basic fact. It’s readily available information to which everyone has access. The second query, on the other hand, is entirely subjective — there is no single correct answer. Determining who is the best golfer of all time is a matter of informed opinion, nuance, and debate. To get a good answer to this query, you probably need to read two or three (or a hundred) different perspectives. --- --- ## Deserved vs undeserved traffic You might, rightly, be wondering why sports-related search terms are relevant to marketers – so let me explain. The dichotomy above perfectly illustrates where businesses need to land regarding organic keyword selection in 2024 and beyond. The days of driving organic traffic with content that merely answers simple questions are over. In this sense, AI Overviews have completed a trend that began with featured snippets a decade ago. If you’ve been driving traffic from queries like “when did Google introduce featured snippets?” (a query I used myself moments ago), then I wouldn't bank on getting this traffic for much longer. In much the same way as asking for the temperature in Los Angeles, or the time in Shanghai, queries that demand a simple, factual answer are no longer a sustainable source of traffic. And, if you ask me, they shouldn't be. --- ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2024/10/weather.png) You don't need to visit a website to find out the weather in Los Angeles --- I call this phenomenon "deserved vs undeserved traffic". By "undeserved", I'm referring to efforts to drive traffic to a webpage for a query that could easily be answered by any number of Google's SERP features. "Deserved" traffic, by contrast, is where the publisher has attracted visitors by providing a level of detail, analysis, or originality that cannot be replicated in a brief overview (whether that's a featured snippet or an AI Overview). In [the era of AI-powered search](https://www.aiacceleratorinstitute.com/what-is-googles-search-generative-experience/), this is the sweet spot for SEOs. ## Answer Engine Optimization: Driving traffic in the AI era So how should publishers, marketers and SEOs respond to the proliferation of AI-powered search engines? And how can we build content strategies that generate deserved (read: sustainable) traffic. Ultimately, SEO strategies in 2024 ought to revolve around two goals: (1) Driving quality traffic from traditional search results, and (2) earning citations in AI Overviews. Let’s take each in turn. ### Traditional organic results Despite what you might hear about SEO being “killed” by AI, the traffic impact of AI-driven answer generation is relatively small (for the moment, at least). Research from Kevin Indig, for instance, points [a 2.8% traffic loss](https://www.growth-memo.com/p/the-traffic-impact-of-ai-overviews) for URLs that *do not* appear in AI-generated results when an AI Overview is triggered. Similarly, research from NP Digital shows that [only 12% of marketers](https://neilpatel.com/blog/ai-overview/) in the United States are "very pessimistic" about the traffic impact of AI Overviews. From our experience at The Alliance, we haven't observed any alarming changes to our click-through rates in the wake of AI-organized search results – and we publish *a lot* of informational content. So if we accept the premise that traditional search results will continue to drive traffic, then it goes back to selecting keywords that demand something more thorough than an AI snapshot. In other words, it's about focusing on deserved traffic. This is where it's vital to operate diverse content strategies that go beyond the increasingly outdated "you ask, we answer" approach. Instead, marketers must be focused on providing value over and above simply answering a question – this involves offering original perspectives on topics, leveraging first-party data and research, and demonstrating unique, real-world experiences (more on that later). ***If you want to learn more about the current state of traditional SEO tactics, read our deep dive on the March 2024 core update here*** 👇 [Google’s March 2024 Core Update and the future of SEOThe March 2024 Core Update was Google’s most extensive release in years. Here’s what it means for the future of SEO.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--15.png)Revenue Marketing AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/vanja-matijevic-3LG1D7p1xtg-unsplash--1--1.jpg)](https://www.cmoalliance.com/googles-march-core-update-future-of-seo/) ### How to rank in AI Overviews At the time of writing, there's no tried and tested guide on how to earn AIO citations for queries that matter to your business. AI Overviews simply haven't been around long enough for us to develop a clear picture of how they work – and the citations change so frequently that it's difficult to identify consistent patterns through experimentation and observation. In other words, we don't know *precisely* which ranking factors are being used to produce AI citations. That said, it seems likely that the key to ranking in AI Overviews involves employing tactics and strategies that will be familiar to anyone working in the traditional SEO space. As [Liz Read, Google's VP of Search, put it](https://blog.google/products/search/ai-overviews-update-may-2024/): "AI Overviews are built to only show information that is backed up by top web results". ### AI Overviews and Passage Rank But although there is a clear crossover between traditional organic results and AIO citations, there are some important nuances to consider. The first thing to note is that AI Overviews don't cite pages or websites. Instead (and in much the same way as featured snippets), they cite *passages*. To see this in action, simply click on a citation and you'll be directed to a highlighted passage on a page. This is our first window into how citations work. One of the keys to earning citations for queries that matter to your business is ensuring that your content contains succinct and fresh passages that match search intent. Below is an example of how we reworked a passage on our sister website, productmarketingalliance.com, to earn a citation for a highly important query. The aim was to provide a thorough, yet condensed, overview of the topic. The passage covers the "what", "who", and "why" of the query. ![Example of a passage cited in an AI Overview in Google.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2024/10/PMA-passage.png) Strong passages, however, aren't enough to guarantee AIO citations. Kevin Indig also found a strong correlation between sites that appear in the traditional top 10 results and sites that are cited in AIOs. This suggests that the fastest way to earn a citation is to continue to employ strong SEO fundamentals into your content strategy. Important components to consider are content relevancy, freshness, and, of course, referring domains. Even more important, though, is ensuring that your content satisfies [Google's Expertise, Experience, Authority, and Trust (E-E-A-T)](https://developers.google.com/search/blog/2022/12/google-raters-guidelines-e-e-a-t) criteria. The objective, after all, of AI-powered search is to surface varying perspectives on a topic in order to provide searchers with a "jumping off point". This is very important. ### Focusing on topics vs keywords This leads on to our next, and possibly most important, point. To fully understand how AIOs work, we have to shift our focus away from *keywords* and towards *topics*. [Google's own documentation](https://developers.google.com/search/docs/appearance/ai-overviews) puts it this way: > AI Overviews show links to resources that support the information in the snapshot, and explore the topic further. Herein lies an opportunity for marketers. Since the purpose of AI-generated search is to improve the search experience (particularly around complex topics), AIOs will typically cite a diverse range of URLs that expand on the topic. In other words, AIOs are unlikely to simply cite a set near-identitcal pages that exact-match the query (like we often see in traditional search results). Below is an example of this in action. Here, we have a fairly complex query – and the answer is predictably multifaceted. This presents plenty of opportunities for publishers to earn a citation, even when the cited page doesn't match the original query. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2024/10/saas-product.png) The lesson here is to build your content strategy around topics in a broad sense. SEOs who are able to do this will start to see AI Overviews less as a threat, but more as an opportunity to appear for queries they wouldn't rank for in traditional search results. ## What's next? So, what are the key takeaways here? The first is that we shouldn't be giving up on traditional search results. The classic 10 blue links will continue to drive traffic until there is a major shift in user behavior. But we will need to be more focused on queries that cannot be fully satisfied by an AI snapshot. To shift your content strategy in this direction, you'll need to explore longer tail queries that demand original thought, unique perspectives, or insights backed by proprietary data. The second point is that when it comes to AIOs, your thinking has to shift to topic targeting in order to maximize your changes of earning citations. AIOs will provide opportunities to rank for queries that might otherwise be too competitive. By casting your net wide, and focusing on E-E-A-T attributes, you'll increase your chances of earning those all-important AI Overview references. So next time you're creating a new piece of content, remember Tiger Woods. Are you telling the reader how many majors he's won, or are you making the case for why he's the best golfer of all time? ### Naming in the age of AI: How technology is changing the way we brand URL: https://www.cmoalliance.com/naming-in-the-age-of-ai-how-technology-is-changing-the-way-we-brand/ Last updated: 2025-08-26T15:08:20.000Z While many brands seek to position themselves as timeless, in a digital landscape dominated by ever-changing social media memes and trends, timelessness is a rapidly disappearing quality. The oldest brands in America, from JPMorganChase to Jim Beam, were named for their founders while initialisms like CNN and IBM were all the rage in the 1980s. With the advent of the internet, brand-building went digital, and Spotify, Shopify, Grammarly, and Calendly are leading the way with cutesy, catchy names for tools and apps. 2024 finds us on the crest of another sea-change in naming and branding as AI and the metaverse begin to be integrated into our daily lives. How will this new landscape change branding? And what does it mean for how businesses find, choose, and share their names? ## **How technology is changing the branding landscape** Traditional marketing techniques, including billboards, print media, and TV ads are increasingly supplanted by digital marketing for many brands. The online ad industry is now valued [at $236.90 billion](https://www.grandviewresearch.com/industry-analysis/online-advertising-market-report), overtaking the TV ad industry which [stands at $228.9 billion](https://www.statista.com/topics/5052/television-advertising-in-the-us/). While traditional marketing is still valuable, brands now need a hybrid approach that taps into the dynamic online landscape, where technology continuously reshapes the branding world. In the last decade, the biggest impact has come from the proliferation of social media and the fact that a smartphone has landed in everyone’s hands (okay, only [4.3 billion hands](https://www.gsma.com/newsroom/press-release/smartphone-owners-are-now-the-global-majority-new-gsma-report-reveals/) – 70% of the world’s population over 15 years old). These are the new tools allowing marketers to reach anyone, at almost any time. If smartphones and social media shook up the marketing industry, then in 2024 new technology is causing an earthquake: AI now allows for unprecedented personalization and new levels of engagement, while the metaverse is creating a completely new virtual commercial environment for brands to tap into. These new tools and channels create opportunities for brands, as well as new challenges. While the internet may have [failed to become the ‘great leveler’](https://www.bbc.co.uk/news/technology-10642697) as once anticipated, it has certainly leveled the playing field for brands. Lower barriers to entry have [led to 90% of businesses](https://www.crayon.co/news/20200914/state-of-ci) saying their industry has gotten more competitive. Against this background, brands need to work harder than ever to stand out, and choosing a powerful name has never been more important. So, let’s explore how you can choose a name that will allow your business to thrive in today’s landscape. ## **Future-proof: Naming in the age of AI** A strong name will always build a deep, emotional bond with your target audience and emphasize your brand’s purpose as well as its USP (unique selling proposition). However, in the future, names will also have to fit into new virtual landscapes and be interpreted by a wide range of human and AI audiences. Here’s how technology is changing naming. ### **Named by AI: Evolution of AI name generators** Before AI, business name generators combined keywords to create relevant, albeit uninspiring, brand names. Now, AI trained on real business data and naming trends, and given access to a complex genome of root words, metaphors, emotions, and visual imagery, can build [creative and unique business names](https://www.atom.com/business-name-generator). AI will complement rather than replace human ingenuity in the naming process by doing some of the creative legwork. More options, and more validation through data analysis, give founders and entrepreneurs better access to a winning name than ever before. ### **Be heard: The growing importance of voice search** [One in four consumers](https://www.thinkwithgoogle.com/marketing-strategies/search/voice-search-mobile-use-statistics/) now regularly use voice search, and voice assistants are set to [outnumber people on the planet this year](https://www.businesswire.com/news/home/20200427005609/en/Juniper-Research-Number-of-Voice-Assistant-Devices-in-Use-to-Overtake-World-Population-by-2024-Reaching-8.4bn-Led-by-Smartphones). While voice recognition technology continually improves, brands must choose names that are easily interpreted by voice assistants or risk getting lost in the noise. Using plosives (/k/, /p/, and /t/ sounds) and prioritizing consonant-vowel-consonant structures will build more aurally comprehensible names. Brands should also test names aloud, both to a human and voice assistant audience. Fintech apps like Klarna and Plum and challenger soda brand Olipop have distinct sounding names pivoting around these plosive sounds – the result is memorable names that voice assistants can easily interpret. ### **Going global: Names must be fit for a global audience** The internet allows brands to reach a global audience, and the metaverse will make borders obsolete when it comes to marketing. More than ever, brands should choose names that resonate with a global audience, using age and income brackets to determine their target audience rather than geolocation. This factor overlaps with the prevalence of voice assistants: names should be pronounceable not just for English speakers, but for everyone. Secondly, names should be tested for negative connotations in other languages. For instance, Nova, with its astral imagery, seemed like a good name for Chevrolet’s new car – but it translates to “doesn’t work” in Spanish, hindering sales in these markets. Given the importance of Spanish speakers in an international market, particular care should be taken with names starting with “Z”, which in Castilian Spanish becomes a /th/ sound, and “V”, which becomes a /b/ sound. If only someone had told the namers of the international payment app Zing! With an explicitly global audience, Zing becomes audibly indistinguishable from the generic word ‘thing’ for European Spanish speakers. ### **Online presence: Importance of domain** Recent research found that [77% of consumers consider domain names important](https://www.atom.com/radar/domain-name-importance-in-2024-survey/) when choosing brands online. A domain name that matches the exact name of a business will be increasingly important for brands building credibility online, and close match social media handles are important for discoverability. New domain extensions, such as .io and .co are gaining traction beyond .com domains, which remain the gold standard for both customer trust and memorability. Meanwhile, on social media, brands can pair action words like “get” and “meet” with their brand names for distinctive handles. For example, social media toolkit Buffer [began life at the domain bfffr.com before migrating to bufferapp.com](https://buffer.com/resources/acquired-buffer-com/). Neither domain facilitated a consistent customer experience for Buffer’s audience, who often contacted the wrong customer service. Buffer was eventually able to secure the exact match Buffer.com, but acknowledged that their own success inflated the value of this domain name. Integrating domain name acquisition into your naming strategy will provide clear branding benefits and often save money in the long term. ### **Naming in the metaverse** Direct-to-avatar sales of virtual goods are [already a $54 billion market](https://www.jpmorgan.com/content/dam/jpm/treasury-services/documents/opportunities-in-the-metaverse.pdf), and the metaverse is likely to surge as a commercial opportunity for brands as demand for services and even B2B grows in virtual spaces. This means names will need to be tested in the metaverse as well as real-world use cases, and names, graphics, and logos are likely to become increasingly merged. Using a creative spelling like Lyft? In virtual environments, the rogue letter choice could be made more memorable with dynamic effects such as spinning or glinting. ## **The future of naming** Technology is giving us new ways to discover names, new arenas within which to test them, and new parameters for choosing them, but the building blocks remain the same. For now, humans are still, well, human – we’re not marketing to cyborgs… yet. That means your brand name has to build an emotional connection with your audience and evoke your mission and values. Choosing your name is a balancing act: being catchy while meaningfully communicating your purpose; connecting with customers’ lifestyles while building an identity for your business. Now, a new balancing act has been added to the mix: staying relevant in a rapidly changing technological landscape, without losing sight of the human touch. ### What does a CMO do in a startup? URL: https://www.cmoalliance.com/startup-cmos-what-do-they-have-in-common/ Last updated: 2025-06-13T08:42:42.000Z The role of the Chief Marketing Officer (CMO) is both critical and complex. Unlike their counterparts in established companies, startup CMOs must navigate an environment defined by constant change, limited resources, and high expectations for rapid growth. These marketing leaders must not only execute strategies that drive immediate customer acquisition but also lay the foundation for long-term brand success – all while juggling a wide range of responsibilities. From wearing multiple hats to scaling marketing efforts with tight budgets, startup CMOs are instrumental in guiding companies from early-stage development to market leadership. This guide explores: - [Traits and skills of a startup CMO](https://www.cmoalliance.com/startup-cmos-what-do-they-have-in-common/#traits-and-skills-of-a-startup-cmo) - [Challenges startup CMOs face](https://www.cmoalliance.com/startup-cmos-what-do-they-have-in-common/#challenges-startup-cmos-face) - [Leadership and team dynamics as a startup CMO](https://www.cmoalliance.com/startup-cmos-what-do-they-have-in-common/#leadership-and-team-dynamics) - [Common strategies and approaches startup CMOs should use](https://www.cmoalliance.com/startup-cmos-what-do-they-have-in-common/#common-strategies-and-approaches) ## Traits and skills of a startup CMO ### Agility and adaptability [Startup CMOs](https://www.cmoalliance.com/a-startup-advantage-knowing-your-leadership-style/) operate in highly dynamic environments, where market trends, consumer behaviors, and company priorities can shift overnight. These leaders must quickly assess changes and realign strategies to ensure the company stays competitive. Agility is key in adjusting to a sudden drop in customer acquisition costs, responding to unexpected market shifts, or re-evaluating a product's [messaging](https://www.cmoalliance.com/more-than-just-talking-messaging-and-positioning/). Adaptability also means being open to feedback and experimentation. After all, what worked yesterday might not work tomorrow. ### Entrepreneurial mindset Unlike traditional marketing roles, where resources are abundant and teams are larger, startup CMOs often work with constrained budgets and minimal manpower. This requires an innovative, risk-taking, and creative mindset. These CMOs must be resourceful, finding cost-effective ways to execute impactful marketing campaigns. They are often problem-solvers who thrive in ambiguity, making the most out of every dollar and leveraging unconventional marketing techniques to create a high [return on investment (ROI)](https://www.cmoalliance.com/balancing-short-term-gains-and-long-term-brand-building-in-b2b-marketing/) while competing with much larger, established companies. ### Data-driven In a startup environment, every dollar counts, and decisions must be backed by data to minimize risk and maximize efficiency. A successful startup CMO leverages data analytics to track performance, optimize campaigns, and refine [customer acquisition strategies](https://www.cmoalliance.com/tag/customer-acquisition/). Setting measurable KPIs (Key Performance Indicators) can ensure that every marketing initiative is aligned with broader business goals. Using data to make informed decisions about customer segmentation, channel effectiveness, and budget allocation, ensures that the company gets the best possible return on its marketing investment. ### Growth focused Startups, by nature, demand rapid growth, and CMOs in these environments must be laser-focused on scaling the business quickly. This often means employing "growth hacking" strategies – creative, low-cost solutions for acquiring and retaining customers. Startup CMOs are typically obsessed with customer acquisition, retention, and lifetime value (LTV) metrics. They prioritize marketing efforts that lead directly to customer growth and work tirelessly to [optimize funnels](https://www.cmoalliance.com/mastering-storytelling-and-full-funnel-growth-video/), enhance [user experiences](https://www.cmoalliance.com/the-significance-of-customer-experience-in-modern-marketing-a-guide-for-cmos/), and increase conversion rates while maintaining a balance between short-term wins and long-term scalability. ### Versatility Unlike larger corporations, where marketing roles are often specialized (e.g., content, social media, performance marketing), startup CMOs must be versatile. They wear many hats, often managing everything from [brand positioning](https://www.cmoalliance.com/brand-and-positioning-frameworks-video-2/) to [SEO](https://www.cmoalliance.com/top-5-b2b-seo-strategies/), from [product marketing](https://www.cmoalliance.com/the-importance-of-using-roadmap-software-for-successful-product-marketing-campaigns/) to partnerships, all while building out foundational processes. This breadth of skill is essential because startups lack the luxury of a large, specialized marketing team. The startup CMO must have a comprehensive understanding of multiple disciplines to juggle day-to-day execution with high-level strategic decisions. Ready to master the art of start-up marketing? [****The Start-up CMO's Playbook**](https://www.cmoalliance.com/the-start-up-cmos-playbook/) is your essential guide to conquering early-stage marketing challenges. Learn directly from battle-tested CMOs who've weathered the storms and achieved remarkable success. ## Challenges startup CMOs face ### Limited resources Startup CMOs often operate within tight financial constraints, meaning they must deliver results without the large [marketing budgets](https://www.cmoalliance.com/negotiating-marketing-budgets-in-2023/) that their competitors might enjoy. This requires them to prioritize efforts that provide the highest ROI and often means making tough decisions about where to invest limited funds. Additionally, with smaller teams, they frequently rely on a handful of generalists rather than a large group of specialized marketers, requiring more hands-on involvement in tactical execution. Despite these challenges, they are expected to compete against well-funded competitors and often in crowded markets. ### Pressure for quick results There is constant pressure from founders, investors, and boards to produce quick wins and show immediate traction. As startups are typically underfunded and racing against a runway, there is little time for prolonged experimentation. CMOs need to demonstrate fast growth in customer acquisition and prove that marketing efforts are contributing directly to revenue. This pressure often leads to a reliance on performance marketing, as these channels tend to show quick, measurable results. However, this short-term focus must be balanced with the need to build sustainable, long-term marketing strategies. > Our very own **CMO, Bryony Pearce**, said “Most startups go wrong by trying to sell too soon. Don't get me wrong, the aim of the game is to make money. I get that. But you make money once you get people to know, like, and trust you. And you get people to know, like, and trust you by giving away *genuinely* useful content. > “Rewind five years when [Product Marketing Alliance](https://www.productmarketingalliance.com/) was born. Before we had a membership, before we sold certifications, my sole focus was creating blog posts, data-back reports, newsletters, and podcasts. Create. Distribute. Repurpose. Repeat. > “Six months later we had a loyal base of PMMs who knew, liked, and trusted us. You can guess what happened when we \*then\* went on to launch our memberships and certifications…” ### Brand building while scaling Balancing brand development with the immediate need for rapid growth is one of the biggest challenges startup CMOs face. While performance marketing drives quick wins, long-term success hinges on building a strong, recognizable brand. Startups often lack the luxury of time, which makes it difficult to invest in branding, yet it is crucial for differentiating the company in the long run. Startup CMOs must find a way to execute on both fronts – driving fast growth while establishing a foundation for a lasting brand identity that resonates with target audiences. [Brand strategy for startups: an often overlooked advantageI’m always a bit surprised, with how much brand marketing has evolved over the years, that there is still quite a bit of confusion around what it really is and where to start.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--10.png)CMO AllianceJoanna Lord![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Brand-strategy-chess-1.jpg)](https://www.cmoalliance.com/brand-strategy-for-startups-an-often-overlooked-advantage/) ### Navigating uncertainty The startup landscape is inherently volatile, with market fit, product evolution, and funding rounds constantly shifting. Startup CMOs often face the challenge of leading marketing efforts in environments where the product is still evolving and market fit has not been fully validated. As priorities shift and pivot, CMOs must remain agile and recalibrate strategies frequently to align with new directions. They must also manage the unpredictability that comes with rapid scaling, as processes, resources, and strategies need continuous adaptation to match the company’s growth stage. ## Leadership and team dynamics ### Cross-functional collaboration In a startup, the marketing function does not exist in a silo. CMOs need to collaborate closely with various departments, including product, sales, and customer success, as well as the CEO or founders. This cross-functional teamwork ensures that marketing strategies are aligned with the broader business goals. A successful startup CMO serves as a bridge between departments, using communication skills to foster [collaboration](https://www.cmoalliance.com/cmos-guide-to-organizational-alignment-and-collaboration/) and ensure that the marketing message is consistent across the product’s user experience, the sales pitch, and the [brand's voice](https://www.cmoalliance.com/give-your-brand-a-voice-the-power-of-audio/). ### Talent development Given the lean nature of startup teams, CMOs often work with a small group of generalists who need guidance and training to become versatile marketers. Leadership in this context involves more than just setting the strategy – it requires nurturing talent, building a cohesive team culture, and developing individuals to take on a broader range of responsibilities. Startup CMOs focus on hiring people with a strong learning mentality, as they often need to wear multiple hats. Mentorship and creating a growth-oriented culture are super important, as they need to keep employees motivated despite the inevitable challenges and workload. ## Common strategies and approaches ### Performance marketing Performance marketing is the backbone of many startup marketing strategies because it delivers measurable, quick results. Startup CMOs typically focus on channels like PPC (pay-per-click), SEO, and [social media advertising](https://www.cmoalliance.com/how-to-leverage-social-media-for-your-b2b-brand/) to drive direct responses and optimize customer acquisition. These channels provide immediate [feedback](https://www.cmoalliance.com/cmos-know-your-customer-know-yourself/), allowing CMOs to adjust campaigns in real time based on performance metrics like cost-per-click (CPC), customer acquisition cost, and return on ad spend (ROAS). While efficient for scaling, performance marketing requires constant tweaking and optimization to remain cost-effective. ### Content marketing and thought leadership Building a strong content marketing strategy is often a key component of a startup CMO’s playbook. By creating valuable, informative content, startups can position themselves as thought leaders in their industry, which helps build trust and authority with their target audience. > “From my experience at The Alliance (which houses 15 professional communities), the communities who’ve thrived the most (and quickest) are the ones where we invested the hardest and longest with content first.” > **Bryony Pearce, CMO at The Alliance** Content marketing also has the added benefit of driving organic growth through SEO, reducing dependency on paid acquisition channels over time. Whether through blogs, white papers, or webinars, content marketing helps educate potential customers and create a community around the brand. [Startup content marketing: How to overcome the domain authority gapAs a startup or small player, you’re fighting an inherent disadvantage when it comes to content marketing and SEO. The big domains have spent years accumulating domain authority that’ll help them rank more easily. However, that doesn’t mean you’re doomed.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--11.png)CMO AllianceJames Scherer![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/content-marketing-domain-authority-gap-2-1.jpg)](https://www.cmoalliance.com/startup-content-marketing-domain-authority-gap/) ### Customer-centric approach A successful startup marketing strategy often revolves around the customer. CMOs must prioritize customer feedback to refine messaging, product offerings, and marketing tactics. By continuously gathering insights from customer data and direct feedback, CMOs ensure that the company’s [product-market fit](https://www.cmoalliance.com/how-to-validate-if-your-saas-startup-has-achieved-product-market-fit/) remains strong and that marketing strategies resonate with the target audience. Additionally, customer-centricity often extends to customer retention strategies, where the focus shifts from acquiring new customers to deepening relationships with existing ones, increasing customer lifetime value (LTV). [Free sources of marketing research for start-up CMOsFor many start-ups, every cent/penny/teeny-weeny-%-of-a-bitcoin counts. Thankfully there are ways you can do some lightweight market research for free (or practically free) that will help you get started on a marketing strategy.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--8.png)CMO AllianceWill Whitham![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO-free-marketing-research-question.jpg)](https://www.cmoalliance.com/free-sources-of-marketing-research-for-start-up-cmos/) ### Vision for the future As startups transition from early-stage growth to more mature companies, startup CMOs must prepare for scaling challenges. This involves thinking beyond immediate growth hacks and short-term marketing tactics, shifting the focus towards building a sustainable, long-term marketing engine. One key area of focus is investing in brand equity, ensuring that as the company scales, it maintains a strong, recognizable brand presence. CMOs must also develop strategies to handle the increased complexity that comes with scaling – whether it's evolving the marketing tech stack, refining customer segmentation, or expanding into new markets. ### Mechanisms to improve your productivity and gain back your time URL: https://www.cmoalliance.com/improve-productivity-and-gain-back-time/ Last updated: 2025-08-26T15:09:01.000Z *This article is based on* [*Belinda McKeon*](https://www.linkedin.com/in/belinda-mckeon/)*’s talk at the Developer Marketing Summit in 2023, hosted by our sister community, Developer Marketing Alliance.* --- I recently read a shocking statistic: [66% of US-based employees feel they have an unhealthy work-life balance](https://www.ipsos.com/en-us/personify-health-ipsos-release-new-report-us-employee-health-and-productivity-trends). Even more concerning, long working hours have led to [27% of employees feeling depressed, 34% experiencing anxiety, and 58% reporting irritability](https://online.maryville.edu/blog/work-life-balance-guide/). These figures are way too high. To me, they highlight the urgent need for better productivity and time management strategies. Luckily, as a Senior Growth Marketing Manager at Amazon Web Services with over a decade of experience across IT, media, and retail, I've developed a set of productivity mechanisms that have transformed my approach to work – and I’m going to share them with you today. These techniques didn't come to me overnight; they've evolved throughout the various roles I've held and companies I've worked for. I've found that they've helped me spend less time in my emails, keep my stakeholders updated, and block out the time I need to focus on my priorities. While everyone is different, I hope that at least one of these practices will transform your day-to-day work, enhance your productivity, and help you regain your most precious resource: your time. Here's what we're going to cover: 1. Why productivity is important and what it actually means 2. How to approach delegation as an individual contributor 3. My favorite mechanisms for productivity By the end of this article, you'll have practical tools to help you be more productive during your working hours, so it doesn't bleed into the time you've set aside to spend with your loved ones or even alone, relaxing. Let's start this journey to transform your workday and achieve a healthier work-life balance. ## What is productivity? First, let's agree that productivity isn't just important – it's downright crucial if we want to balance our work lives and our personal sanity. It's not just about juggling work hours and personal time. It's about finding that sweet spot where you can smash your professional goals and have a life outside of spreadsheets and meetings. Productivity isn't just about getting things done; it's about doing things that truly matter efficiently and with purpose. So, what makes up our productivity? Let's break down the three key elements. ### Mental energy Cognitive capacity plays a super important role in productivity. When we're well-rested and emotionally balanced, our minds are sharper, so we can tackle challenges as they come up. To support this, we need to prioritize sleep and do things that increase our mindfulness. Personally, I can't sit there and do things like meditation and deep breathing – my brain hates that. For me, mindfulness comes from going for a walk, exercising, or cooking a delicious dinner. ### Internal motivation Internal motivation is what keeps you hustling even when no one's watching. A way to increase your internal motivation is to set personal goals and find the "why" that gives you meaning. I don't think you'd find any kids who grew up thinking, "I want to do B2B marketing for an IT company." But they absolutely do think things like, "I want to help people, bring people together, and make the world a better place." When I'm growing my developer community and seeing the amazing products and services they create, that's my "why" – my internal motivation. ### External motivation External motivation comes from things like recognition and rewards. These act like personal reinforcement. If you create your network, whether it's within your business or beyond, for instance at [an industry event](https://live.revenuemarketingalliance.com/), and actively engage with them, you can get that feedback and recognition. [![The psychology of productivity: Mental energy, internal motivation, and external motivation](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2024/10/c96e7727-04a9-4188-a09e-83dec417e25a.png)](https://www.cmoalliance.com/improve-productivity-and-gain-back-time) When these three elements come together, they create the recipe for productivity. This empowers us to harness our potential and enhances both our professional achievements and our sense of fulfillment. ## How to be more productive: The Eisenhower Matrix Let's jump a bit more into the "how" with the Eisenhower Matrix. This method stems from a quote attributed to Dwight Eisenhower, the 34th President of the United States. He's been quoted as saying, "I have two kinds of problems: the urgent and the important. The urgent are rarely important, and the important are rarely urgent." Eisenhower evaluated tasks based on their importance versus unimportance, and urgency versus non-urgency. He placed them into one of four boxes that have come to be known as the Eisenhower Matrix. Tasks are then handled according to which box they're in. [![Eisenhower Matrix with four quadrants: "Reduce," "Schedule," "Delegate," and "Declutter," arranged by their importance and urgency.](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2024/10/a8de7ca8-0870-4bd8-a573-65f9052e97eb.png)](https://www.cmoalliance.com/improve-productivity-and-gain-back-time) _This post is for paying subscribers only._ ### AI for Marketing Leaders eBook (2024) URL: https://www.cmoalliance.com/ai-marketing-leaders-ebook/ Last updated: 2026-07-08T06:25:42.000Z The impact of artificial intelligence on the marketing industry is multifaceted and profound – and marketers in leadership positions are at the forefront of this transformation. To stay ahead, businesses must integrate AI into their strategies to enhance personalization, predict customer behavior, and scale content creation like never before. Our AI for Marketing Leaders eBook provides the roadmap you need. This comprehensive guide is packed with insights from top CMOs and industry experts who're pioneering AI adoption in the marketing world. ## What's inside the eBook? - Real-world case studies from CMOs who are successfully integrating AI - Strategies for building an AI-enhanced Martech stack - Insights on how AI is transforming search and what it means for your SEO strategy - Analysis of common challenges and pitfalls to avoid - Tips for upskilling your team and hiring for the AI era ## A special thanks to our contributors... - [Amanda Cole](https://www.cmoalliance.com/author/amanda-cole/), Chief Marketing Officer at Bloomreach - [Audrey Masset](https://www.cmoalliance.com/author/audrey-masset/), Senior Director of Marketing at Wegrow - Marco Carrucciu, Vice President Marketing at TradeStation - Laliv Hadar, VP Marketing & Brand at InVision Communications - Lynn Tornabene, Chief Marketing Officer at Anteriad - Vikas Bhagat, Senior Director, Head of Brand & Product Marketing at Webflow - [Panayiotis Kotrokois](https://www.cmoalliance.com/author/panayiotis/), Chief Marketing Officer at 7L International - Yahya Mohamed Mao, Head of Marketing and Communications at Swiss GRC - [Robert McGrath](https://www.cmoalliance.com/author/robert/), Head of Global Marketing at Deel - [Avi Bhatnagar](https://www.cmoalliance.com/author/avi/), Vice President, Demand Gen Marketing at ServiceChannel - [Anne Hunter](https://www.cmoalliance.com/author/anne/), Senior Vice President, B2B Products and Go-to-Market at Ipsos - [Nav Thethi](https://www.cmoalliance.com/author/nav/), Senior Manager of Web & Digital Experience at Hitachi Vantara - [Ben Kartzman](https://www.cmoalliance.com/author/ben-kartzman/), President & COO of Attain - [Jason Hemingway](https://www.cmoalliance.com/author/jason/), Chief Marketing Officer at Phrase - [James Bridgman](https://www.cmoalliance.com/author/james-bridgman/), Senior Marketing Director at Cumming Group EMEA ## What did you think? We’d love to hear your feedback on this playbook and all of our other content! Contact us at [hello@cmoalliance.com](https://www.cmoalliance.com/the-cmos-ai-playbook/hello@cmoalliance.com), speak to us on our socials, or join the conversation in the CMO Alliance Community Slack channel ([join now for free](https://www.cmoalliance.com/join-the-community/)). ## Share your insights Want to be the most badass marketing thought leader around? The CMO Alliance is the perfect platform to share your insights and advice with a global network of marketing leaders and CMOs. If you’ve got something to say on AI, or just about anything related to marketing leadership, check out our contribution guidelines [here](https://www.cmoalliance.com/create-contribute/), and contact our fantastic content lead at [contribute@cmoalliance.com](mailto:contribute@cmoalliance.com). ### Balancing AI and human creativity in modern marketing URL: https://www.cmoalliance.com/balancing-ai-and-human-creativity-in-modern-marketing/ Last updated: 2025-08-29T10:27:49.000Z Twenty years ago, I was working for the largest telecommunications company in Brazil, and my team had the daunting task of [segmenting](https://www.revenuemarketingalliance.com/customer-segmentation-what-is-it-and-how-does-it-help/) 20 million customers based on lifetime value. It was a logistical nightmare – cross-referencing databases, wrestling with SPSS, and dealing with a mind-boggling amount of data, from customer intent to current usage. Fast forward to today, and thanks to AI and other new technologies, this job would be a breeze. With just a few clicks, we could probably have it all sorted and ready to go. The months we spent grappling with that one marketing segmentation project could have been put to much better use on more impactful tasks. Today, we are seeing a huge number of practical applications of AI in the marketing field. [Content creation](https://www.revenuemarketingalliance.com/how-content-drives-your-growth-marketing-strategy/) is certainly a big part of it, but as my panel members and I recently touched on at Revenue Marketing Alliance’s [AI for Marketers Summit](https://events.revenuemarketingalliance.com/location/sanfrancisco/), there are many things to consider when using AI in your marketing practice. ## Let’s talk about content creation and AI Generative AI took the entire world by storm when [ChatGPT](https://www.revenuemarketingalliance.com/chatgpt-prompts-for-marketing/) became publicly available just two short years ago. In our world as marketers, it had clear applications in helping to build the vast amounts of content we are tasked with generating. It wasn’t very good at it initially, but as more training data becomes available, it improves every day. Today, many marketers are using [generative AI](https://www.revenuemarketingalliance.com/from-data-to-dollars-how-generative-ai-transforms-marketing-ebook-blog/) systems as an extra set of hands, helping them whip up blog posts, social media updates, or even [video scripts](https://www.revenuemarketingalliance.com/your-guide-to-b2b-video-marketing/) in a fraction of the time it used to take. But there’s a cautionary tale here that I won’t be the first – or last – to tell. Even though AI is great at cranking out content quickly, it’s not a magic fix. Sure, it can speed things up, but it still can’t match the creativity and emotional insight humans bring. You still need that personal touch to keep your content feeling authentic and in tune with your [brand’s voice](https://www.cmoalliance.com/give-your-brand-a-voice-the-power-of-audio/). One of my panel members referred to AI as an extremely fast assistant – who still needed to be supervised and guided. I have found that AI can assist with first drafts, generate ideas, and collect information, but it’s up to me and my team to ensure that the content aligns with our brand’s voice and perspective. Without that human touch, every [message](https://www.revenuemarketingalliance.com/how-brand-messaging-changes-for-b2b-and-b2c-companies/) would start to sound the same. How many of us have received an automated business development email that AI clearly wrote? It doesn’t make us want to do business with that company. [The pitfalls of generative AI and its responsible use in marketingAs a marketing leader, you’re likely intrigued by the potential of generative AI, but it’s important to be aware of the potential pitfalls and ensure its responsible use in marketing.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--6.png)CMO AllianceRobert McGrath![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/navigating-a-pit-image.png)](https://www.cmoalliance.com/navigating-the-pitfalls-of-generative-ai-and-its-responsible-use-in-marketing/) ## Encouraging experimentation in your marketing team That said, we simply cannot leave AI out of our processes altogether. The hullabaloo around AI taking our jobs is half-correct. While I don’t believe AI will replace us, the humans who deftly use AI will replace those that do not. AI can enhance our work, leaving us more time to focus on the things only humans can do. As AI continues to become a bigger presence in our marketing toolkits, marketing teams need to strike the right balance. In our organization, we’re encouraging teams to experiment with AI, but we’re also making sure they know it’s just a tool to help, not a replacement for the creativity and insight only humans can bring. To make sure our teams are comfortable using it, we’ve set up training and guidelines so they can explore AI in a way that stays true to our brand. I’d encourage other [marketing leaders](https://www.cmoalliance.com/marketing-leadership-career-advice-for-2024/) to do the same. Bring together company leaders from different teams – compliance, IT, and innovation – to talk about how you can safely and effectively use AI in your processes. Identify your pain points, and where AI can really drive heightened impact. You can help everyone feel confident experimenting with AI while ensuring it supports your overall [brand goals](https://www.cmoalliance.com/finding-balance-as-a-marketing-leader-between-short-and-long-term-goals/). ## Ethics, bias, and keeping it real I’d be remiss if I didn’t touch on some of the challenges surrounding AI usage in marketing, especially when it comes to [ethics, bias, and data privacy](https://www.revenuemarketingalliance.com/ethics-and-legalities-of-generative-ai/). AI is only as good as the data it's trained on, and if that data is biased, the results can be too. For instance, if a dataset [lacks diversity](https://www.cmoalliance.com/diverse-marketing-takes-diverse-leadership/) or reflects outdated assumptions, AI-generated content or insights could unintentionally exclude certain groups or reinforce harmful stereotypes. Marketing teams must be vigilant and help to ensure that AI tools are used responsibly and inclusively. Data privacy is a big deal too, particularly in my industry of [market research](https://www.cmoalliance.com/free-sources-of-marketing-research-for-start-up-cmos/). We handle a lot of personal data, so it's crucial to keep it secure. People are more aware than ever about how their data is collected and used, and misusing it can really hurt your brand’s trust. That's why it’s so important to have strong privacy measures in place and be upfront with your audience about how AI is used - no matter your industry. By focusing on ethics, bias, and privacy, you can [build trust](https://www.cmoalliance.com/building-brand-trust-in-a-new-era-of-data-privacy/) while still making the most of AI’s power in your marketing. ## Final thoughts In the end, AI is a game-changer, but it’s not a one-size-fits-all solution. It can help us work faster and smarter, but it still needs a human touch to keep things real. As marketers, our role is to guide AI, experiment with it, explore its capabilities - all while keeping an eye on the potential pitfalls like bias and privacy. I believe we can unlock its full potential while staying true to our brand values, if we use it thoughtfully. After all, the magic happens when technology and human insight work together. Wish I’d had the option 20 years ago – maybe I wouldn’t still be thinking about the beastly segmentation project! ### Google's ad tech antitrust trial: Is this the turning point we’ve been waiting for? URL: https://www.cmoalliance.com/googles-ad-tech-antitrust-trial/ Last updated: 2025-02-27T08:32:23.000Z As CEO of a fast growing ad tech company, I've been sounding the alarm about the fraud and waste issues in digital advertising for years. And I have to tell you, most of the time, it feels like I’m shouting into a void. ## **Breaking out of the echo chamber** But recently, at VeeCon 2024, I experienced something different. When I spoke about the need to clean up this industry, I received applause. That was a first. It was also telling. Because this audience at VeeCon was not like most that I regularly present to at events with Digiday or Campaign US, or at the big industry gatherings of Possible and Cannes Lions. There, the audience has been (dare I say it), caught up in our own echo chamber. (It’s similar to the critique that events like WEF Davos get: the wealthy gather once a year to talk about the grave issues of [climate change](https://www.cmoalliance.com/addressing-social-factors-in-esg/), global inequality and poverty and civil unrest. And then they fly back on their carbon-spewing private jets to their ivory towers and do nothing.) At VeeCon, that was all different. Here, people were gathered to make things happen across a broad swath of industries. I connected with small to mid-sized business entrepreneurs, owners and leaders in consumer goods, national restaurant chains, you name it. Their commonality? They’re all working tirelessly to stand out in crowded markets, often with [limited budgets and resources](https://www.cmoalliance.com/10-strategies-to-drive-demand-generation-despite-budget-cuts/). They also all face a pretty glaring disadvantage. They're operating in an industry dominated by giants like Google and The Trade Desk. These giants have a vested interest in maintaining the status quo – that very system that contributes to these staggering levels of fraud and waste. That $20+ billion in waste that ANA tracked down? That’s real money coming from these hardworking businesses and their competitors. It’s simply being siphoned away into a black hole of inefficiency and misuse. ## **Tech antitrust trial** The antitrust trial that the U.S. Justice Department is in the midst of with Google's ad tech business may be a step in the right direction. Google recently lost in the search antitrust trial, which could be a sign that the tide is shifting. If they lose this ad tech trial as well, and are forced to break apart the business, it could really level the playing field. There would be more space and energy driving businesses to tackle the issues they have simply accepted as the rules of engagement. I can imagine a day where we can actually redefine the [metrics](https://www.cmoalliance.com/finding-balance-as-a-marketing-leader-between-short-and-long-term-goals/) and what defines success in this space – from impressions and their ilk to actual business outcomes. (I’m thinking about the global marketer who un-ironically told me he was concerned that eliminating fraud would lower their reach numbers. This is how dysfunctional our collective thinking is at this point.) What Google’s loss of the search trial showed is that even tech giants aren't immune to scrutiny. For too long, companies like this have been “too big to fail,” and have gotten away with practices that allow them to unfairly dominate whatever market they play in. Because of their efforts to protect their IP, they’ve created this cloud of opacity that, intentionally or not, contributes to fraud and waste. Advertisers can’t see where their money goes or who is viewing their ads. It’s the perfect environment for fraudsters to come in under this shroud of darkness and take advantage. It’s bad for business and for us ethically, as a people. ## **My takeaway** That’s the message that resonated so deeply at VeeCon. These businesses don’t want their ad spend unknowingly propping up what amounts to one of the largest fraud rings out there, consumed by bot traffic, fake impressions and the like. They also don’t want their ads showing up next to porn or terrorist content. They want results that drive their business, pure and simple. That’s why I’m cautiously optimistic about the outcome of Google’s ad tech antitrust trial. I have been shouting myself hoarse about the inertia and fear that dominates our industry. It really struck me in these conversations at VeeCon – the lives that are impacted by that reticence. Moving beyond it, we open up tremendous opportunities for innovation and transparency. For smaller ad tech companies like Blockboard, we gain the access to compete on a more level playing field. For businesses investing in [digital advertising](https://www.cmoalliance.com/personalizations-power-in-modern-advertising/), they get better choice, better results, and more efficient and effective ad spend. That’s why this antitrust trial isn't just about Google. It's about the future of our industry. The applause at VeeCon was just the beginning. The real celebration will come when we've created an industry that serves every entity within it. Big and small alike. --- *If you haven't already, join our* [*Slack community*](https://www.cmoalliance.com/join-the-community/) *to make direct connections with the best and brightest CMOs - there are benefits for everyone, where you're new, looking to transition into the C-suite, or a seasoned CMO.* [Community | CMO AllianceReady to connect with CMOs and top-level marketing executives all over the world? Join our community for an exclusive space for CMOs to network, share experiences and insights, and seek advice directly from other CMOs.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--5.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_Meta_Image_Template-2.png)](https://www.cmoalliance.com/join-the-community/) ### The importance of personalization in demand generation for retailers URL: https://www.cmoalliance.com/the-importance-of-personalization-in-demand-generation-for-retailers/ Last updated: 2025-11-25T09:57:16.000Z What sets one retailer apart from another in today’s crowded market? The answer lies in demand generation, which creates awareness and interest in products and drives new and returning customers to make purchases. It’s no longer enough to cast a wide net – modern consumers expect personalized experiences catering to their needs and preferences. As [personalization](https://www.cmoalliance.com/the-importance-of-personalization-in-digital-marketing/) becomes essential to meet these rising expectations, retailers increasingly focus on tailoring their marketing strategies. This article will explore how personalization drives [demand generation](https://www.cmoalliance.com/creating-demand-gen-campaigns-for-nonprofit-organizations/) and why customer data is fundamental. It will also detail what [strategies](https://www.cmoalliance.com/6-b2c-demand-generation-strategies/) can help retailers deliver more personalized experiences to boost engagement and sales. ## Personalization in modern retail The transition from mass marketing to personalized marketing has changed how retailers drive demand generation. In mass marketing, broad messages aimed at the largest possible audience often fall flat since they need more relevance to connect with consumers. Personalized marketing, however, takes a more targeted approach. It leverages customer data to tailor [messages](https://www.cmoalliance.com/how-to-nail-your-product-messaging/), offers, and experiences that speak directly to individual preferences. This shift allows retailers to move beyond generic campaigns and instead create meaningful interactions that resonate on a personal level. The impact of personalization on demand generation is significant. In fact, [54% of consumers report they appreciate ads](https://www.statista.com/statistics/1330311/attitude-ads-products-and-service-types-us/) for products and services that are highly relevant to them. This relevance captures attention and enhances customer engagement, as personalized content feels more timely. When people feel understood and valued, their loyalty naturally strengthens. This sentiment leads to higher repeat purchases and deeper brand connections. Moreover, personalization drives conversion rates by aligning offers with customer interests and behaviors. It transforms marketing from a broad broadcast into a focused dialogue to boost immediate sales and long-term customer relationships. ## The foundation of personalization Effective personalization in retail hinges on three critical types of customer data – demographic, behavioral, and transactional. Demographics – such as age, gender, and location – provide a snapshot of who the customers are. Meanwhile, behavioral information delves into how customers interact with a brand. It tracks activities like browsing patterns, product searches, and engagement with marketing campaigns. Transactional data offers insights into purchasing history. It reveals what and how often customers buy and their preferred payment methods. Combining these data points can craft experiences that resonate with individual preferences and needs. However, the success of these personalized strategies depends heavily on the accuracy and quality of the data. Inaccurate or incomplete information can lead to irrelevant recommendations and poorly timed offers, diminishing customer trust and engagement. Maintaining clean, current, and comprehensive data creates experiences that truly connect. This is where [AI and machine learning](https://www.cmoalliance.com/role-of-machine-learning-in-direct-marketing/) can help. These technologies enable retailers to analyze vast amounts of data, uncover patterns, and predict future behaviors. Harnessing these tools allows brands to continuously refine their personalization efforts and ensure every customer interaction is relevant, timely, and tailored. ## Strategies for effective personalization in demand generation Retailers must go beyond basic customization to maximize personalization’s impact on demand generation. Data-driven insights can help create tailored experiences that drive engagement, [loyalty](https://www.cmoalliance.com/how-to-increase-customer-retention-rate-and-boost-customer-loyalty/), and conversions. ### complement [Segmenting customers](https://www.cmoalliance.com/customer-segmentation-what-is-it-and-how-does-it-help/) based on behavior, purchase history, and preferences is essential for delivering personalized marketing that connects with consumers. Understanding each customer’s unique interactions with the brand, what they’ve purchased, and what they prefer allows retailers to craft [targeted](https://www.cmoalliance.com/what-is-targeting-in-marketing/), timely messages. This focus on personalization is especially critical when marketing to current customers, given that acquiring a new customer is [five times more expensive](https://blinkux.com/ideas/improve-cx-and-ex-with-total-experience) than retaining an existing one. Segmented [email campaigns](https://www.cmoalliance.com/5-ways-to-build-converting-email-campaigns/) can boost engagement by offering tailored content aligning with the recipient’s interests. Whether recommending new fitness gear to a loyal customer or showcasing the latest home decor trends, these emails are more likely to capture attention, [increase click-through rates](https://www.cmoalliance.com/how-to-write-a-subject-line-that-gets-click-through/), and drive demand. ### Dynamic website content Retailers can elevate the shopping experience by using dynamic content to personalize what each visitor sees based on their behavior and preferences. Dynamic content allows websites to adapt in real time and showcase product recommendations, banners, and special offers that are specifically relevant to the user. Suppose a visitor frequently browses a particular category, such as outdoor gear. The website can highlight new arrivals or exclusive discounts the next time they visit. Additionally, personalized banners can suggest items that complement products already in the visitor’s cart. Tailoring the shopping experience in this way makes the journey more engaging and seamless for customers and boosts the chances of conversion. ### Personalized product recommendations AI offers product suggestions by analyzing customers’ browsing behavior and purchase history. This enhances the shopping experience by aligning perfectly with each customer’s preferences, making it easier for them to discover products they’re likely to buy. This level of personalization increases the average order value by encouraging customers to add more items to their carts. It also drives repeat purchases by consistently engaging them with relevant options. Unsurprisingly, companies with faster growth rates [generate 40% more revenue](https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-personalization) from personalization efforts than their slower-growing competitors. [Embracing AI](https://www.cmoalliance.com/leveraging-ai-to-transform-online-content/) can boost sales and build stronger, long-lasting customer relationships. ## Challenges in implementing personalization Retailers face several challenges when implementing personalization strategies, particularly data privacy concerns, technology integration, and the need for continuous optimization. Privacy is a critical issue, as [81% of Americans expressed discomfort](https://www.pewresearch.org/short-reads/2023/10/18/key-findings-about-americans-and-data-privacy/) with how companies might use the personal information they collect. This concern can create a barrier to effective personalization, as customers may hesitate to share the data needed to tailor their experiences. Integrating the right technologies to manage and analyze vast customer data can also be complex and expensive. Beyond technology, personalization strategies require constant refinement to meet evolving customer preferences and behaviors. This condition makes continuous optimization a demanding but essential part of the process. To overcome these challenges, retailers must adopt robust data management practices emphasizing transparency and security. Communicating how customer data will be used and ensuring its protection can build trust and encourage customers to share their information willingly. Advanced technologies like [AI and machine learning](https://www.cmoalliance.com/ai-in-marketing-implications-for-revenue-marketers/) can simplify data integration and analysis, enabling brands to deliver personalized experiences more efficiently and at scale. Further, retailers must commit to continuous optimization by regularly reviewing and updating their personalization strategies to stay aligned with changing consumer expectations and market trends. Addressing these challenges can successfully implement strategies that drive customer satisfaction and support long-term business growth. ## Measuring the success of personalization efforts Retailers must focus on key performance indicators to gauge the effectiveness of personalization in demand generation, including conversion rates, [customer lifetime value](https://www.cmoalliance.com/how-to-calculate-and-increase-customer-lifetime-value-clv/) (CLV), and [return on investment](https://www.cmoalliance.com/measuring-the-roi-of-field-marketing/) (ROI). Conversion rates reveal how personalized strategies transform prospects into paying customers. Meanwhile, CLV assesses the long-term impact by analyzing how tailored experiences encourage repeat purchases and foster customer loyalty. ROI offers a financial perspective by helping retailers understand whether their investments in personalization yield profitable outcomes. These KPIs are vital for making informed, data-driven decisions that allow retailers to allocate resources wisely and adapt their strategies in real time. Closely monitoring conversion rates can pinpoint which personalization tactics drive the most sales and adjust their approach as needed. Moreover, tracking CLV enables a deeper understanding of the long-term value personalization brings and guides more strategic efforts in [customer retention](https://www.cmoalliance.com/9-retention-marketing-strategies/). ROI analysis ensures personalization enhances the experience and delivers a solid financial return. Brands must utilize analytics tools to track user behavior, segment audiences, and measure the impact of their personalized content. Regularly reviewing this data allows retailers to refine their strategies and ensure they continue to meet customer expectations and drive demand. ## Keeping pace with consumer expectations Investing in personalization strategies is essential for retailers to meet evolving consumer expectations and maintain a competitive edge in the market. Regularly evaluating and refining their personalization efforts can enhance customer experiences and drive sustained growth. --- *If you haven't already, join our* [*Slack community*](https://www.cmoalliance.com/join-the-community/) *to discuss hot topics like this one, stay on top of the latest in revenue, make new connections, and so much more.* [Community | Revenue Marketing AllianceWhat’s the best resource for Revenue marketers? Other Revenue marketers of course! You can find a network of them right here, by joining our community.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2024/07/android-chrome-192x192--1-.png)Revenue Marketing AllianceRevenue Marketing Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2024/08/RMA_Meta_Image_Template-1.png)](https://www.cmoalliance.com/join-the-community/) ### Storytelling marketing framework (with example) URL: https://www.cmoalliance.com/storytelling-marketing-framework-template/ Last updated: 2025-12-05T16:49:45.000Z ## What is the storytelling marketing framework? The storytelling marketing framework is designed to help product marketers craft a narrative that conveys a product’s value in a meaningful way that resonates with the target audience. To do this, the framework breaks down the [storytelling process](https://www.productmarketingalliance.com/the-what-why-and-how-of-storytelling/) into actionable steps, from identifying your audience’s challenges to showing how your solution changes their world for the better. It’s an ideal tool for marketers looking to create memorable, relatable messages that resonate deeply with their target audience. ## What's inside the framework? The Storytelling Marketing Framework guides you through a structured, step-by-step process to create a narrative that engages and influences. Here’s what you’ll find inside: - **Audience analysis**: Start by defining your audience and understanding what their lives look like without your solution. Clarify [the unique pain points they face](https://www.productmarketingalliance.com/understanding-user-pain-points/) and set the stage for why your product matters. - **Identify the conflict**: Outline the “villain” or the problem that stands in the way of your audience’s goals. Show how current workarounds are falling short and introduce the struggles that make your solution necessary. - **Present the transformation**: Describe how your product replaces the “villain” and enhances your audience’s lives. Paint a vivid picture of the benefits, and create an emotional connection by highlighting how the solution positively impacts other stakeholders as well. - **The fairytale ending and moral**: Show how your solution leads to a “happily ever after.” Wrap up with the moral of the story, reinforcing that achieving their goals is possible—and much easier—with your product. ## How to use the storytelling marketing framework - **Define your story elements**: Start by identifying each key element of your story—your audience, the challenges they face, and the change they’re hoping for. Use this framework to clearly define the roles, conflicts, and resolutions within your narrative. - **Create a compelling narrative**: Follow the framework’s prompts to structure a story that flows naturally and keeps your audience engaged. Each step builds upon the previous one to craft a story that feels both relatable and persuasive. - **Incorporate real-world testimonials**: End your story with customer testimonials, highlighting real success stories and authentic feedback. This reinforces trust and makes your narrative even more impactful. ## Download your storytelling marketing framework ![storytelling marketing framework](https://www.productmarketingalliance.com/content/images/2024/11/storytelling-framework.png) [Storytelling framework template (2)Storytelling framework template (2).pdf162 KBdownload-circle](https://www.productmarketingalliance.com/content/files/2024/11/Storytelling-framework-template--2-.pdf "Download") [Storytelling framework template (2)Storytelling framework template (2).docx4 MBdownload-circle](https://www.productmarketingalliance.com/content/files/2024/11/Storytelling-framework-template--2-.docx "Download") [Storytelling framework templateStorytelling framework template Your story conveys your product’s message with meaning and impact. When done right, they inspire action, make you more memorable, unite your audience and simplify complex concepts. Before you even think about putting pen to paper, make sure you ask and write d…![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/kix-favicon-2023q4-10.ico)Google Docs![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AHkbwyKpPaw-WXXuv1FAZxnWr6zBNLpzl7NlakhLtqnLdsL92vr8oqiJbgLukfAQ76VsaBkyDRn6lItPIIiE_tw08T9p42zuTzrRdQy728RsFI6368jhI2UU-w1200-h630-p)](https://docs.google.com/document/d/1JwCTG8pun1h%5FvOH67Wi8tTCM7yfx2ncr9wCgQ4AgINw/edit?usp=sharing) _This post is for paying subscribers only._ ### 10 strategies to drive demand generation despite budget cuts URL: https://www.cmoalliance.com/10-strategies-to-drive-demand-generation-despite-budget-cuts/ Last updated: 2024-09-26T12:34:31.000Z SBI Research reported that one of four tensions facing CEOs is prioritizing customer acquisition, **but deprioritizing marketing spend**. As [Chief Marketing Officers](https://www.cmoalliance.com/how-to-position-yourself-as-a-cmo/) consistently strive to deliver value, tight budgets introduce further challenges. With the pressure to produce results, maximize reach, and [drive revenue](https://www.cmoalliance.com/driving-revenue-through-marketing-and-sales-alignment/), leaders are questioning which channels are truly performing and where they can make strategic, cost-effective adjustments to achieve desired outcomes. Generating leads is challenging amid budget cuts, but results can be achieved with the right strategies. **Key facts:** - **Reduced budgets:** A recent Gartner survey indicates that marketing budgets have fallen to 7.7% of company revenues in 2024, representing a 15% reduction. - **Strategic adjustments:** To manage budget cuts, CMOs are turning to data-driven methods and cost-effective strategies. - **Leveraging AI:** Many CMOs consider artificial intelligence essential for boosting efficiency and fostering growth, even with financial limitations. - **Major strategic and budgetary obstacles:** inflation, digital return on investment, and interest rates. As marketing budgets decline, CMOs are forced to reassess their strategies and make difficult decisions about resource allocation. At the same time, the cost of [digital marketing](https://www.cmoalliance.com/competitor-analysis-for-digital-marketing/) is on the rise, with platforms like Google Ads, [LinkedIn](https://www.linkedin.com/company/cmo-alliance/), Instagram, and [Facebook](https://www.facebook.com/alliance.cmo) becoming more expensive. In this challenging environment, AI is emerging as a vital tool for boosting productivity. Gartner reports that many CMOs are investing in [AI to enhance efficiency](https://www.cmoalliance.com/how-cmos-can-keep-up-with-ai-innovations/) and cut costs. AI technologies are aiding marketers in optimizing their campaigns, targeting customers more effectively, and making better use of their limited budgets. However, AI is still in its early stages and presents its own challenges. Looking back, past budget cuts had long-lasting impacts on brand health and growth. Now, CMOs must balance the need for immediate results with the preservation of long-term brand equity. Data-driven decision-making and strategic tech investments will be essential for navigating this “era of less.” ## **The decline in marketing budgets** CMSWire’s State of the CMO 2024 report echoes Gartner’s findings, revealing that **31% of marketing leaders find justifying budgets to be a major challenge**. Additionally**, 40% identified a lack of budget as a significant barrier to enhancing their organization’s digital customer experience.** ## **Key strategies to maximize lead generation with limited resources** ### **Customer-centric focus** Leading [go-to-market](https://www.cmoalliance.com/go-to-market-blueprint/) (GTM) teams have a deep understanding of their top customers' current mindset and recognize why these customers value the company’s products and services, especially the impact on their business. This insight helps them concentrate their efforts and budgets on accounts most likely to have an immediate need for their solutions. These targeted accounts often result in quick wins, making it easier to justify the investment. [Rethinking buyer personas: A modern approach for effective marketingTalk to your recent buyers and gather the insights you need to create decision-based buyer personas. This will help you reach your buyers more effectively.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--1.png)CMO AllianceJim Kraus![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/rethinking-buyer-personas-2.jpg)](https://www.cmoalliance.com/rethinking-buyer-personas-a-modern-approach-for-effective-marketing/) ### **Focus on targeted marketing** Targeted marketing involves identifying your ideal customer profile and tailoring your marketing efforts to specifically reach them. By focusing on a well-defined audience, you can avoid wasting your limited resources on individuals who are unlikely to be interested in your product or service. - **Identifying your ideal customer**: Consider factors such as age, gender, location, income, interests, and behaviors to define your ideal customer profile. - **Developing a buyer persona**: Use this information to create [buyer personas](https://www.cmoalliance.com/rethinking-buyer-personas-a-modern-approach-for-effective-marketing/) that represent your ideal customers. These personas can guide your marketing strategies, ensuring your message resonates with the right audience. - **Personalized solutions**: Focus on addressing the needs and problems of your customers, using effective channels to reach them with better solutions ### **Leverage content** Content marketing is a budget-friendly strategy that can deliver substantial returns. Instead of spending on costly advertising, prioritize creating high-quality, informative content that offers value to your target audience. This can include blog posts, how-to guides, or videos that address your customers' needs and interests. By optimizing your content for [search engines (SEO)](https://www.cmoalliance.com/top-5-b2b-seo-strategies/), you can enhance your online visibility and attract organic traffic without a significant expense. ### **Enhance your website** Your website is often the first interaction potential customers have with your business. A well-designed site can greatly boost lead generation. Ensure your website is user-friendly, easy to navigate, and features clear calls to action to encourage visitor engagement. To optimize your website for lead generation, consider these strategies: - **Develop landing pages**: Create landing pages tailored to specific products or services with clear calls to action that prompt visitors to take action. - **Streamline forms**: Ensure that forms are easy to fill out and only ask for essential information. The simpler the form, the more likely visitors are to complete it. - **Utilize pop-ups**: Implement pop-ups to promote lead magnets or encourage visitors to sign up for your [newsletter](https://www.cmoalliance.com/subscribe-to-cmo-insider/). ### **Utilize social media** [Social media](https://www.cmoalliance.com/maximizing-your-social-medias-effectiveness/) platforms provide a cost-effective means to connect with your audience. Leverage these channels to engage with your customers, share valuable content, and enhance [brand awareness](https://www.cmoalliance.com/how-to-make-the-case-for-brand-awareness/). Organic [social media strategies](https://www.cmoalliance.com/overcoming-modern-social-media-challenges-as-a-cmo/), such as community management and user-generated content campaigns, can effectively foster relationships and loyalty without incurring additional advertising costs. [Applying B2C tactics in B2B marketingImplementing select, adapted consumer tactics enables B2B brands to better engage customers, nurture leads, build affinity, and drive growth in today’s omnichannel environment.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--2.png)CMO AllianceWill Whitham![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/B2C-times-square.png)](https://www.cmoalliance.com/applying-b2c-tactics-in-b2b-marketing/) ### **Partner with other businesses** Partnering with other businesses can be a great way to generate leads without spending much money. Identify complementary businesses that share your target audience and create a mutually beneficial arrangement that allows you to cross-promote each other. ### **Emphasize customer referrals** Word-of-mouth remains one of the most powerful methods for generating leads. Encourage your satisfied customers to refer to your business by offering attractive incentives. To maximize lead generation through customer referrals, consider these strategies: - **Provide incentives**: Offer discounts, free training sessions, or exclusive content to customers who bring in new business through referrals. - **Simplify the referral process**: Make it easy for customers to refer others by providing referral links or email templates. - **Prompt follow-up**: When you receive a new referral, follow up quickly and give the referred lead personalized attention. ### **Collaborating across functions to redefine offers** In some instances, organizations adopt a competitive strategy by partnering with their CFOs to develop high-value offers, adjust pricing, and plan for a longer payback period based on a multi-year customer lifetime value (CLV). **Top-performing GTM teams have well-organized data, enabling them to distinguish between high-performing and low-performing revenue programs. They reallocate investments to focus on high performers, making fewer bets, consolidating investments, and concentrating their resources effectively.** Despite these trends driving success, marketers still need to deliver value under financial constraints. To achieve this, it’s crucial to identify underperforming channels, review conversion benchmarks, and address any deeper strategic issues causing stagnation. By uncovering underlying problems or adopting new strategies, CMOs can tackle challenges and steer towards growth. [How to drive revenue with UGC: Strategy and examplesConsumers are bombarded daily with marketing messages, naturally developing “ad blindness.” UGC succeeds by offering authenticity - real experiences from real users. This content taps into our human need for social proof.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--3.png)CMO AllianceMilita Datta![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/user-generating-content-image.png)](https://www.cmoalliance.com/engagement-to-revenue-how-ugc-boosts-roi/) ### **Product-Led Growth (PLG)** While PLG has been praised as an ideal approach for B2B SaaS companies to combat rising customer acquisition costs (CAC), some weaknesses are becoming apparent. Consequently, some companies are abandoning their PLG initiatives due to increased expenses. Companies with a [PLG strategy](https://www.cmoalliance.com/how-to-build-a-culture-that-values-customer-interaction-in-product-led-growth/) tend to succeed when they have a robust customer success program and a well-coordinated customer marketing approach. Additionally, they should evaluate and prioritize their pipeline based on a customer lifetime value model rather than an unrealistic short-term customer acquisition costs payback period. Utilize feedback and listening channels to closely analyze customer feedback, paying particular attention to their words and emotions when describing their problems. This will help you better address the “why now?” question for your buyers. Additionally, if your solution offers genuine benefits related to cost containment or cost reduction, emphasize these as key elements of your value proposition to align with the changing realities of your customers. ### **Cold list leads** Cold lead lists can be effective with proper execution. Leading GTM organizations use a combination of signal data to identify “in-market” status and determine the optimal time to initiate outbound efforts. The main challenge lies in the inherently difficult nature of cold leads and the significant effort required from sales development representatives (SDRs) and account executives (AEs) to convert them. Many companies have allocated their budgets to digital ads to allow AEs to focus on closing deals. However, this often results in AEs losing the skill of working with cold lead lists. To address this, it’s important to ensure that AEs/SDRs, even in a lead-rich environment, generate a portion of the pipeline themselves. You can set a specific percentage of the overall pipeline for them to source, keeping them in practice with working on cold leads. I’ve highlighted just a few areas that CMOs can review and potentially refine. Fundamentally, marketers driving growth in this environment are leveraging current insights into customer mindsets and adjusting their positioning and messaging to be more precisely targeted. They are utilizing data and technology to concentrate resources on high-propensity accounts, minimizing waste in digital ad spend, and making strategic investments in a shorter list of target accounts and programs to engage those accounts effectively. --- *Want more about growth? Our* [*Growth CMO Report 2024*](https://www.cmoalliance.com/the-growth-cmo-report/) *gives you an in-depth look into the current landscape, from best practices to help you achieve realistic growth goals to how CMOs everywhere are responding to shrinking budgets.* [The Growth CMO Report 2024The Growth CMO Report is our flagship report where we take a look at everything that impacts CMOs’ abilities to beat their growth and revenue goals.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--4.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/CMO_The_Growth_CMO_Report_2024_Blog_Meta_.png)](https://www.cmoalliance.com/the-growth-cmo-report/) ### Your guide to B2B email marketing URL: https://www.cmoalliance.com/your-guide-to-b2b-email-marketing/ Last updated: 2025-09-04T12:51:20.000Z Email remains a cornerstone of effective communication and sales strategies. Despite the rise of new digital channels, B2B email marketing continues to deliver impressive results, with the potential for an astounding [4100% return on investment](https://www.campaignmonitor.com/company/annual-report/2019/). At its core, B2B email marketing is about building and nurturing relationships with other businesses. It's a versatile tool that allows companies to generate leads, convert opportunities, and maintain ongoing connections with clients and prospects alike. With [99% of email users checking their inboxes multiple times a day](https://blog.hubspot.com/marketing/email-marketing-stats), it provides a direct and reliable way to reach decision-makers and influencers in the business world. This guide will walk you through the essentials of creating and executing successful [B2B email marketing campaigns](https://www.cmoalliance.com/5-ways-to-build-converting-email-campaigns/). From crafting compelling content to leveraging data-driven strategies, you'll discover how to harness the power of email to drive your business forward in the digital age. - [What is email marketing?](https://www.cmoalliance.com/your-guide-to-b2b-email-marketing/#what-is-email-marketing) - [Why is email marketing important?](https://www.cmoalliance.com/your-guide-to-b2b-email-marketing/#why-is-email-marketing-important) - [How to write a marketing email](https://www.cmoalliance.com/your-guide-to-b2b-email-marketing/#how-to-write-a-marketing-email) - [B2B email marketing best practices](https://www.cmoalliance.com/your-guide-to-b2b-email-marketing/#b2b-email-marketing-best-practices) - [7 email marketing tools for B2B marketers](https://www.cmoalliance.com/your-guide-to-b2b-email-marketing/#7-email-marketing-tools-for-b2b-marketers) - [How to improve your B2B email marketing with AI](https://www.cmoalliance.com/your-guide-to-b2b-email-marketing/#improving-your-b2b-email-marketing-with-ai) - [How can email marketing fuel your overall inbound strategy](https://www.cmoalliance.com/your-guide-to-b2b-email-marketing/#how-can-email-marketing-fuel-your-overall-inbound-strategy) --- Oh man, sometimes don't you just wish you could take an article away with you as an eBook? Well, fortunately, you can do just that! Download this guide as an eBook by clicking this button right here. 👇 [Grab your copy](https://share-eu1.hsforms.com/1DG9ekaoLQcCO6Tfr98y56w2b1vun) --- ## What is email marketing in B2B? B2B email marketing is the practice of using email to build and maintain relationships between businesses. It involves crafting tailored messages that speak directly to the needs, challenges, and goals of other companies. Unlike consumer-focused email marketing, B2B campaigns often address multiple decision-makers within an organization and tend to have longer [sales cycles](https://www.cmoalliance.com/infographic-marketing-throughout-sales-cycle/). As mentioned above, B2B email marketing is about [delivering value](https://www.cmoalliance.com/empower-your-employees-by-building-a-culture-that-values-every-customer-interaction/). This can take many forms, from sharing industry insights and product information to offering solutions that streamline operations or boost profitability. By leveraging the universal reach of email, businesses can [nurture leads](https://www.cmoalliance.com/lead-nurturing/), showcase their expertise, and ultimately convert prospects into loyal clients. Effective B2B email marketing combines strategic planning, compelling content, and data-driven insights to create [messages](https://www.cmoalliance.com/how-brand-messaging-changes-for-b2b-and-b2c-companies/) that resonate with business audiences. Whether it's a newsletter, a product announcement, or a personalized sales pitch, each email serves as a touchpoint in the broader journey of [building lasting business relationships](https://www.cmoalliance.com/face-to-face-events-customer-relationships/). ## Why is email marketing important? Some people would have you believe email is dead. After all, don’t you get tired of sifting through your own inbox day after day? Relegating so many spam emails to your trash folder without even opening them? But you no doubt have emails from certain companies that you look forward to opening because you want to learn more about the products you enjoy, so you actively engage with them. Well, it’s these kinds of emails you want to be producing for your own subscribers. But it’s not just hearsay, with[ 77% of marketers having seen an increase in email engagement over the last 12 months](https://blog.hubspot.com/marketing/email-marketing-stats). Emails are ideal for creating meaningful customer relationships, and they produce an insane ROI, making it one of the most cost-effective marketing tools out there. But aside from just gaining customers through email subscriptions, email marketing is also ideal for retaining customers (which is crucial when you consider it’s[ five times more expensive](https://www.outboundengine.com/blog/customer-retention-marketing-vs-customer-acquisition-marketing/#:~:text=Acquiring%20a%20new%20customer%20can,customer%20is%205%2D20%25) to gain a new customer). ## How to write a strong marketing email So, how do you write those killer emails that’ll draw your audience in and encourage sales? Well, there’s a lot to consider outside of just the content itself. But to get you started with email, we have four free welcome email templates that cover: - Product purchase - Service sign-up - Newsletter sign-up - Event registration ### 1\. Define the purpose of the email - **Establish the goal:** Is it [lead generation](https://www.cmoalliance.com/what-is-lead-generation-in-marketing-a-guide/), nurturing, promoting a product/service, or setting up a call/meeting? - **Know your audience:** Tailor the message to their needs, challenges, and industry-specific pain points. - **Focus on value:** What will the recipient gain by opening and acting on this email? ### 2\. Craft an attention-grabbing subject line - **Keep it clear and concise:** B2B audiences value [direct communication](https://www.cmoalliance.com/cultivating-influence-strategic-communication-team-building/). Aim for a subject line that highlights value or urgency without being too “salesy.” - **Use personalization:** Adding the recipient’s name or company name can make it more engaging. - **Avoid spammy language:** Words like "Free," "Urgent," or excessive punctuation can send the email to spam folders. ### 3\. Write a strong opening - **Personalize the greeting:** Use the recipient's name and mention something relevant to their business or role. - **Address pain points immediately:** Start with a challenge they may be facing, followed by how your company can solve it. - **Create curiosity:** [Engage them](https://www.cmoalliance.com/understanding-and-identifying-your-customers/) enough to read on. ### 4\. Provide clear, valuable content - **Get to the point:** B2B readers are typically busy, so avoid fluff. Lead with the most important information and keep it brief. - **Focus on benefits, not features:** Emphasize how your product or service solves their specific problems or improves their business. - **Use bullet points:** Make it easy to scan key information. - **Include data or insights:** B2B buyers respond well to statistics or examples of how you’ve helped similar companies. ### 5\. Include a strong call to action (CTA) - **Be clear and specific:** Use action-oriented language like “Schedule a demo,” “Download our whitepaper,” or “Start a free trial.” - **Make it relevant:** The CTA should tie directly to the goal of the email, whether it’s to book a meeting, download a resource, or visit your website. - **Limit to one CTA:** Avoid overwhelming the recipient with multiple actions to take. ### 6\. Use professional design and layout - **Keep the design simple and professional:** Clean layouts work best in B2B marketing. Use your brand’s colors and fonts to ensure consistency. - **Optimize for mobile:** Ensure the email is mobile-friendly as many decision-makers read emails on their phones. - **Incorporate visuals strategically:** Use relevant images, charts, or videos to break up text, but don’t overload the email. ### 7\. Personalization and segmentation - **Leverage** [**segmentation**](https://www.cmoalliance.com/getting-started-with-b2b-marketing-segmentation/)**:** Tailor your emails based on the recipient’s industry, job role, or stage in the sales funnel. - **Use dynamic content:** Personalize not just by name, but by including content relevant to their specific needs or past interactions with your company. ### 8\. Provide social proof - **Include testimonials or case studies:** Decision-makers trust the opinions of their peers, so include quotes or examples of success stories from other companies. - **Show numbers:** Include data like how many companies or customers use your product or service and the results they’ve achieved. ### 9\. End with a professional signature - **Include contact details:** Make it easy for the recipient to follow up with you. Include your full name, title, phone number, and a link to your LinkedIn profile or website. - **Add a human touch:** If appropriate, include a photo or personal note that makes you appear approachable. ### 10\. Optimize for deliverability - **Avoid spam triggers:** Stay away from words or formatting that may cause the email to land in spam. As mentioned above, there are certain words that will be flagged. Try a free spam word checker [like this one from Folderly](https://folderly.com/spam-words-checker) to avoid this. - **Use a recognizable sender name:** Recipients are more likely to open emails from a person’s name rather than a generic company email. - **Provide an unsubscribe link:** Ensure compliance with email regulations like GDPR and CAN-SPAM. ### 11\. Test and iterate - [**A/B test**](https://www.cmoalliance.com/is-a-b-testing-still-relevant-in-b2b-marketing/) **subject lines and content:** Find what resonates best with your audience by testing variations. - **Measure performance:** Track open rates, click-through rates, and conversions to refine your approach over time. [7 important B2B email marketing KPIsTired of guessing if your emails are working? Find out the 7 key metrics you need to track to see real results.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--5.png)Revenue Marketing AllianceWill Whitham![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/B2B-email-kpis-measurements-1.jpg)](https://www.cmoalliance.com/important-b2b-email-marketing-kpis/) ## B2B email marketing best practices When it comes to putting together your email marketing strategy there are some things you need to know. It’s not enough to just write out an email, click send, and hope for the best. To make sure you’re getting to the top of the game, you need to consider: - The time you’re sending out emails - The subject line - The email content - Optimization for mobile devices - Personalization and segmentation Ensuring you're always sticking to email marketing best practices is essential. For a more in-depth look at the different components of writing those perfect emails, take a look at this blog post: Are you an email marketer looking to expand your skills into other areas? We've got a guide for email marketers looking to become more t-shaped: Performing these processes and testing manually can be incredibly time-consuming and labor-intensive. Fortunately, there’s a [multitude of tools available to help you](https://www.cmoalliance.com/email-tech-stacks/), from creating eye-catching designs, sending them out at pre-determined times, and tracking and monitoring engagement data. ## 7 email marketing tools for B2B marketers ### Sendinblue Whether you reach them by email, SMS, or chat, Sendinblue revitalizes your customers’ journey by automating the segmentation and marketing message processes and improving the design, deliverability, and engagement of transactional comms. In addition, it lets you create dedicated landing pages, custom forms, Facebook ads, and retargeting campaigns from within the app. **Website:** [sendinblue.com](http://www.sendinblue.com/?ref=revenuemarketingalliance.com) **Cost:** ![Sendinblue price breakdown image](https://lh4.googleusercontent.com/ut9shOlhnNKDzA03ndMJXrqWzPxwd1PONlJSvIPTzXCoZ-x9wVM3EtdIyjDBrKYjJAIZkV-DtBdMdOV_AUTeuNwqfDq66WWCvl09MZsvNs6fYRMfibbALSfcMwPDMYnVempOljwR) --- ### Pardot Part of Salesforce, Pardot sells all the tools needed to create, deploy and manage online marketing campaigns - automatically. Its solutions streamline lead management, smarten up lead gen, make email marketing effortless, align marketing and sales, match revenue against the activity, and use AI to ensure the right contacts are being approached at the right time. **Website:** [pardot.com](https://www.pardot.com/?ref=revenuemarketingalliance.com) **Cost:** Pricing is based on annual billing ![Pardot price breakdown image](https://lh4.googleusercontent.com/SHE7gGExVKX2USeqQY5BNj5uNDLHqZLXUh6Ik_yWx6yPs49jsszqPItjHc20gImNLj1sO99QlQT6c-XqXbjWLRFystVezqMKtrGL-cKt_vReX3PBQkXFL7UMjNmkl9hjd0HX07lW) --- ### Campaign Monitor Start-to-finish solutions to get impactful email campaigns out of the door. Campaign Monitor comes with 100s of templates (including things like countdown timers), lets you create personalized automation journeys, and enables data segmentation. If you’re looking to build your base you can also grow your audience with signup forms and if you’re after ways to improve, its analytics suite gives an aggregate overview of your performance and drills into your data on a geographic, engagement, and acquisition level. **Website:** [campaignmonitor.com](https://www.campaignmonitor.com/?ref=revenuemarketingalliance.com) **Cost:** The price will depend on how many people you’re emailing but based on 5,000 you’re looking at: ![Campaign Monitor price breakdown image](https://lh6.googleusercontent.com/Hu1pxSo6_kMTE-HvGogBx-hTVwH5fw7h1N4rMJXvTf-6VFyy3vnmNEsmVceVw_QvyZwLmBFo-9ydYGax9NHkdk6T1biLN_l7p6uppEe5IVkd6VquxoSXFcmbwNgBP6XEEgoTOyWF) --- ### VerticalResponse With VerticalResponse, you can create branded emails in a matter of minutes, automate campaign sends, build landing pages from scratch or using templates (without code), analyze results by things like open rate, clicks, device, and location, and design and send feedback surveys. **Website:** [verticalresponse.com](https://www.verticalresponse.com/?ref=revenuemarketingalliance.com) **Cost:** ![VerticalResponse price breakdown image](https://lh6.googleusercontent.com/eeyuQN41tVC8xl4AdnAR1qctv9nx-gBwIqMAhOi3c5VttB30F-l4Cb8q-Tp_yZzMsgsXMEDGMzK7m96-SgwasZ_QXySP3gv8nLWcVElCfyaoLC_cYryXbu37fB68gJWf_nJnPW6r) --- ### GetResponse Pre-designed marketing funnels (including emails, signup forms, webinars, and sales pages), 150+ landing page templates, easy-to-build e-commerce stores, social media ads, and automated campaigns are just some of the ways GetResponse helps organizations grow their audience and increase sales. **Website:** [getresponse.com](http://www.getresponse.com/?ref=revenuemarketingalliance.com) **Cost:** ![GetResponse price breakdown image](https://lh3.googleusercontent.com/5ygwRjEtKZXt7eFniFvHMoelTTcdm1l6zhjou9DGlCpRJuZTGB2P2TFx8ZcNCui5LnwzENjRAXKpCUOOA_cpRDzdqrpkyBgYukaiZafZmDqiKqnoy6ttkATXIw5HnK-hOuWRgTqp) --- ### Drip Drip helps you understand your market so you can make campaigns truly personal. First, it digs deep into the data with tags, custom fields, and customer behavior, then, using that info, it creates segments, sets up behavior-based automation, and sends out personalized content across multiple channels. **Website**: [drip.com](https://www.drip.com/?ref=revenuemarketingalliance.com) **Cost**: $49 --- ### Marketo Marketo’s an Adobe company and comes with three offerings: Marketo Engage. Brings marketing and sales together to create personal experiences, and custom content, and track performance through every stage of complex buyer journeys.Bizible. Delves deeper than just clicks and leads to create accurate and actionable pictures of what is and isn’t working, as well as the impact on your bottom line.Adobe Experience Cloud. End-to-end customer experience management for marketing, advertising, analytics, and e-commerce. **Website:** [marketo.com](https://www.marketo.com/?ref=revenuemarketingalliance.com) **Cost:** Varies depending on database size ## Improving your B2B email marketing with AI For any stellar marketing campaign to be successful, email marketing is vital. We mentioned earlier that [99% of email users check their inbox daily](https://optinmonster.com/is-email-marketing-dead-heres-what-the-statistics-show/?ref=revenuemarketingalliance.com), some as much as 20 times a day! But with so many emails flooding people’s inboxes every single day, how can you possibly make yours stand out and get those much-sought-after click-throughs? AI could be the missing factor in your email marketing campaigns. ### Personalized emails It’s no secret that [personalization is key](https://www.cmoalliance.com/the-importance-of-personalization-in-digital-marketing/) when it comes to email marketing. In fact, [emails are 26% more likely to be opened](https://www.campaignmonitor.com/resources/guides/email-marketing-new-rules/?ref=revenuemarketingalliance.com) when they have personalized subject lines, and marketers report a [760% increase in email revenue](https://www.campaignmonitor.com/resources/guides/email-marketing-new-rules/?ref=revenuemarketingalliance.com) when using personalized, segmented campaigns. But who has time to go through your email list manually and compose individual emails for each customer? It would be impossible. That’s where [AI](https://www.cmoalliance.com/how-ai-will-take-your-b2b-marketing-to-the-next-level/) comes in. It uses information gathered from past customer transactions, their preferences, and browsing habits to generate the best-personalized email campaigns to suit your leads. Here are just some of the ways AI can personalize emails to your customers: #### **Subject lines** Subject lines are crucial as they determine whether someone will even open your email to take a look, so you need something relevant to the receiver. AI algorithms can generate opening sentences that resonate with that customer and improve the chances of them opening the email. It will analyze the effects of your email marketing strategies to enhance your subject lines over time, so instead of using trial and error, it uses data-driven observations. Read up on how to create the perfect subject line here: #### **Promotions and discounts** Providing exclusive discounts to people on your mailing list is the perfect way to boost your customer base and subsequent sales. AI can tailor deals to each customer by assessing the best offer for them based on collected data. An offer for one customer may not work for another, so by offering perks like discounts or free delivery to specific customers, you increase the likelihood of a sale. #### **Automated content** Just like automated subject lines, the entire content of the email can also be automated. AI can use pre-written copy, images, snippets from blog posts, links, and even machine-generated content to create personalized emails perfectly optimized for a high engagement rate. The algorithm can decide on the optimal combination for the different kinds of content, saving you significant time. #### **Product recommendations** Personalized product recommendations encourage [customer loyalty](https://www.cmoalliance.com/9-retention-marketing-strategies/) and boost your [click-to-convert](https://www.cmoalliance.com/3-cross-sell-email-templates-that-convert/) ratio for your emails. The AI algorithm can let you know about your customer’s buying and browsing history, boosting your emailing marketing strategy and eventually enhancing it to the point of sending out personalized product recommendations in real time. ### Automated email marketing Aside from knowing what kind of email content is the most effective for specific customers, it also pays to know precisely when to send those emails. Emails flood people’s inboxes all day, every day, so knowing the best time to send and actually get people’s attention is essential. [Predictive analysis](https://www.cmoalliance.com/how-predictive-lead-scoring-can-help-business/) and AI can study customer behavior and build an automated emailing system based on the insights it generates from data. When you send too many emails, you can frustrate people, but too few can mean you lose them to the competition. AI can take out the guesswork and determine the correct number of emails and when to send them, based on your customer’s activity history. The AI can use time zones and the personal habits of your customers to really pinpoint your email schedules, giving you the very best ROI. ### Increase subscriber base Aside from all the improvements to your email messaging and content, you can also use AI to help build your subscriber base. AI tools like chatbots are incredibly popular, and these bots can take what used to be a time-sensitive job of gathering information and making it an automated part of your campaign. Chatbots can be programmed to request details from customers engaging with them, such as their email addresses. This information can then be automated into your email marketing and added to your mailing list. It’s a quick and easy way to widen your subscriber base, consequently generating more leads. ### Improved segmentation Machine learning, a branch of AI, can help marketers learn more about their customer base, not just with basic information like age, location, or gender, but more specific behavioral signals. Your customers’ subtle behavioral patterns can be turned into distinct marketing segments that can be targeted with personalized campaigns. Your customers will have specific interests and needs, so it’s crucial to create separate lists and target them based on these details. But rather than slogging through this process manually, AI can perform this segmentation automatically, taking away the needless legwork. By segmenting your mailing list in this way, you improve your open rate, click-through rate, and your overall conversions. ### Increased engagement The manual process of email marketing involves testing the right combination of subject lines, email content, and images to discover which emails work the best for certain audiences. It’s a tedious, time-consuming process that is prone to human error. With AI streamlining this process, you can generate the very best content for optimal results in terms of conversion and ROI. Without wasting so much time on manual testing, you can send out the perfect combinations of messaging elements to engage with your audience. You significantly reduce the likelihood of your emails being deleted without being opened, and increase the chances of getting your customers to engage with your messaging. ## How can email marketing fuel your overall inbound strategy Email marketing can do a lot for your business. When you send out engaging content, your audience will learn to see you as a thought leader in your industry and keep coming back for more. Email is a crucial tool for driving inbound traffic and can promote your blog posts, new products, and services, upgrades, and encourage customer loyalty. Using an inbound strategy means acquiring and responding to customers using email, creating a dialogue with them with useful content that they want to receive. The goal of an inbound marketing strategy is to attract new customers, generate referrals, answer questions about your products and services, convert prospects, show appreciation for customer loyalty, and provide something valuable to your subscribers. ### Customer segmentation template URL: https://www.cmoalliance.com/customer-segmentation-template-framework/ Last updated: 2025-12-05T15:03:47.000Z [Customer segmentation](https://www.productmarketingalliance.com/what-is-market-segmentation/) is a key aspect of product marketing. It involves dividing a broad customer base into smaller groups based on shared characteristics, allowing businesses to tailor their marketing strategies to specific segments. The result? Ensuring that key [customer groups receive more relevant and targeted messaging.](https://www.productmarketingalliance.com/turbocharge-your-growth-with-segmentation/) Our customer segmentation template helps businesses achieve this by categorizing their customers into distinct groups based on various characteristics. ## What's inside? The template is structured into four key areas that are essential for effective customer segmentation: - [**Geographic segmentation**](https://www.productmarketingalliance.com/your-ultimate-guide-to-geographic-segmentation/): Customers are grouped based on their physical location, such as regions, urban vs. rural areas, or frequently visited places​. - **Demographic segmentation**: This focuses on census-style data like age, gender, income, job title, and marital status. It helps identify broad trends within specific groups​. - [**Psychographic segmentation**](https://www.productmarketingalliance.com/psychographic-market-segmentation/): Customers are categorized based on their interests, lifestyle, social class, and personal motivations. This type of segmentation digs deeper into what drives customers beyond basic demographics​. - **Behavioral segmentation**: This type looks at [customer behavior](https://www.productmarketingalliance.com/what-influences-customer-behavior/), such as brand loyalty, purchasing habits, readiness to buy, and how often they engage with the product​. ## Download your customer segmentation template ![customer segmentation template](https://www.productmarketingalliance.com/content/images/2024/09/customer-segmentation.png) [Customer segmentation templateCustomer segmentation template.pdf120 KBdownload-circle](https://www.productmarketingalliance.com/content/files/2024/09/Customer-segmentation-template.pdf "Download") [Customer segmentation templateCustomer segmentation template.docx4 MBdownload-circle](https://www.productmarketingalliance.com/content/files/2024/09/Customer-segmentation-template.docx "Download") [Customer segmentation templateCustomer segmentation template A quick way to understand your customers is through customer segmentation. After all, segmentation arms you with the data needed to fulfill your target customers’ needs. This handy table has prompts so that you can easily split your audience in a range of wa…![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/kix-favicon-2023q4-8.ico)Google Docs![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AHkbwyJ4j00FZHcy4oOsPnajP02cguIpaEL7h73BuM78qoYkqgwRUwNCSssgaN0x0oLQx1IJ6zSqNC_lZGXNAxr51_x6kzEJy4JkJjUtbHyPp8iT0PomBHQA-w1200-h630-p)](https://docs.google.com/document/d/154mX9Hf9S8%5FfYUSPQpVdOmlGC1uXBDVulhoi-Qlx1QM/edit?usp=sharing) _This post is for paying subscribers only._ ### Webinar strategy template URL: https://www.cmoalliance.com/webinar-strategy-template-framework/ Last updated: 2026-10-02T12:46:28.000Z Running a [webinar](https://www.productmarketingalliance.com/pmm-talks/) is a fantastic way to generate leads, nurture relationships, and establish your expertise – but only if you get it right. From planning and promotion to execution and post-event follow-up, there’s a lot to manage. That’s where our webinar strategy template comes in. This template helps you stay organized, ensuring you don’t miss any crucial steps while keeping tasks, deadlines, and responsibilities clear. Whether you're hosting a live event or an [on-demand session](https://www.productmarketingalliance.com/pmm-ondemand/), this resource is designed to make your webinar planning seamless and stress-free. ## What is a webinar strategy template? A webinar strategy template is a structured framework that helps you plan, execute, and evaluate your webinar efficiently. It breaks down the entire process into manageable steps – from defining your goals and audience to marketing your event, preparing your speakers, and analyzing post-webinar data. By using this template, you can keep track of key milestones, assign responsibilities, and ensure your webinar runs smoothly from start to finish. It also helps you align your webinar strategy with broader business objectives, whether you’re aiming to generate leads, onboard customers, or strengthen brand awareness. ## Who is it for? This template is ideal for **product marketers, event managers, and demand generation teams** who are responsible for running webinars as part of their marketing strategy. Whether you’re new to webinars or a seasoned pro looking to streamline your workflow, this template provides a clear roadmap for delivering a successful event. ## How to use the template 1. **Define your goals and KPIs** – Start by clarifying what you want to achieve. Are you generating leads, nurturing existing prospects, or driving [product adoption](https://www.productmarketingalliance.com/12-essential-product-adoption-metrics/)? Use this section to set clear performance benchmarks. 2. **Identify your audience and topic** – Work with your sales, marketing, and customer support teams to pinpoint your target audience and choose a webinar topic that resonates with them. 3. **Plan your timeline** – The template includes a detailed timeline with pre-event, launch, and post-event tasks. Assign responsibilities and set deadlines to ensure nothing falls through the cracks. 4. **Execute your marketing plan** – Use the template to track [email campaigns](https://www.productmarketingalliance.com/email-marketing-mastery-unlocking-success-with-okrs-and-metrics/), social media promotions, blog posts, and outreach efforts to maximize attendance. 5. **Prepare speakers and content** – Coordinate with guest speakers, finalize presentation materials, and ensure everyone is ready for the live event. 6. **Host your webinar** – Use your chosen webinar software to deliver a seamless experience, engaging your audience with interactive features like Q&A, polls, and [surveys](https://www.productmarketingalliance.com/better-roi-on-content-marketing-surveys/). 7. **Analyze performance** – Post-webinar, review [key metrics](https://www.productmarketingalliance.com/metrics-for-understanding-product-marketing-success/) such as attendance rates, engagement levels, and conversion outcomes. Use these insights to refine your future webinar strategies. ## Get the template ![Webinar template](https://www.productmarketingalliance.com/content/images/2025/01/Webinar-template.png) [Webcast\_webinar strategy templateWebcast\_webinar strategy template.xlsx118 KBdownload-circle](https://www.productmarketingalliance.com/content/files/2025/01/Webcast%5Fwebinar-strategy-template.xlsx "Download") [Webcast/webinar strategy template![](https://www.productmarketingalliance.com/content/images/icon/spreadsheets_2023q4-11.ico)Google Docs![](https://www.productmarketingalliance.com/content/images/thumbnail/AHkbwyI7MKCOx7zsURcl1gtsAvEz4aZwEJJO6qdZ6KXwgCbxe_0iMfYD_1Ru5XLwrf2h9OIrW7AQWAXhP9I9r3JIiaSwVY8KWxdWTyxHYBKgGBho7AX6nmWD-w1200-h630-p)](https://docs.google.com/spreadsheets/d/1-s2oB4fUNS8Gv76QQseMpPx3a-Pr6xslY7GiVnSrIUc/edit?usp=sharing) _This post is for paying subscribers only._ ### What are the main types of marketing attribution? URL: https://www.cmoalliance.com/what-are-the-main-types-of-marketing-attribution/ Last updated: 2025-09-04T12:38:09.000Z Ever wonder which marketing efforts are actually driving your leads to convert and which are just burning through your budget? If so, you’re in luck because we’re here to explore the art of [marketing attribution](https://www.cmoalliance.com/chasing-roas-marketing-attribution-pipe-dream/). In simple terms, marketing attribution is all about figuring out what’s responsible for those sweet, sweet conversions. It’s the process of connecting the dots between your marketing efforts and the results they generate. Simple, right? Well, not exactly. With so many ways to engage with potential customers these days, from emails and [social ads](https://www.cmoalliance.com/the-complete-guide-to-driving-lead-generation-with-paid-social-media-ads/) to blogs and events, the buyer’s journey has become more complex than ever. You might have an [email campaign](https://www.cmoalliance.com/5-ways-to-build-converting-email-campaigns/) with sky-high open rates, but is that what’s pushing your prospects to make that final purchase? And while it’s great to get a bird’s-eye view of your marketing performance, if you can’t zoom in and see what’s actually working, you’re flying blind. That’s why marketing attribution is your new best friend. It analyzes and tracks the critical touchpoints in [your customer’s journey](https://www.cmoalliance.com/improving-the-customer-journey-with-revenue-marketing/), helping you understand which efforts are making the biggest impact on your revenue. Ready to break it all down? Let’s dive into the key types of marketing attribution that’ll let you see what’s moving the needle for your business. ## What is single-touch attribution? Single-touch attribution is exactly what it sounds like – you give credit to one single touchpoint in the customer journey for a conversion. While easy to track, single-touch models can be a bit... well, narrow. They focus on just one part of the process, which means you’re missing out on the full picture of how your leads actually engage with your marketing. There are two main types of single-touch attribution: **first-click attribution** and **last-click attribution**. ### First-click attribution In first-click attribution, you give 100% of the credit to the very first interaction a lead has with your business. Maybe they clicked on a Facebook ad or stumbled upon your blog from a Google search – whatever that first touchpoint is, it gets all the glory. This model is helpful for understanding which marketing channels are grabbing attention and [driving initial awareness](https://www.cmoalliance.com/brand-awareness/), especially in top-of-funnel activities. But here’s the catch – by only focusing on the first touch, you’re ignoring everything else that happens afterward. Sure, you might know that your social ad caught their eye, but what about the follow-up email that nudged them to make a purchase? First-click doesn’t give you any of that context. ### Last-click attribution On the flip side, last-click attribution credits the final touchpoint before the conversion. This is the last thing a lead interacts with before making that all-important decision to buy. Think of it like giving your sales team all the credit for closing the deal, without acknowledging the marketing efforts that got the customer there in the first place. Last-click attribution can be useful in short sales cycles where there aren’t many touchpoints, but if your leads are interacting with multiple channels over time, this model overlooks the broader journey. It’s like watching the final play of a football game and assuming that’s the only reason the team won. --- **Psst! Want a deeper dive into the strategies behind exponential revenue growth? Get your Growth Marketing eBook.👇** [Growth marketing that scales: A practical guideStop guessing and start growing. This no-BS battle-tested eBook is here to guide and inform your growth marketing strategies, enabling you to acquire, engage, and retain customers at scale.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1-.png)Revenue Marketing AllianceStevie Langford![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Blog-meta-growth-marketing-ebook-2.png)](https://www.cmoalliance.com/growth-marketing-that-scales-practical-guide/) --- Single-touch attribution works best when your customer journey is short and sweet. But if you’ve got a more complex funnel, you’ll need to dig deeper and look beyond that one touchpoint. Want to see the bigger picture? That’s where multi-touch attribution comes in. ## What is multi-touch attribution? If single-touch attribution feels a bit like giving out participation trophies, multi-touch attribution is like running a relay race – everyone who contributes gets some of the credit. Instead of focusing on just one touchpoint, this model spreads the credit across all the interactions a lead has with your brand throughout their journey. As the ways to engage with customers multiply, this approach gives you a much clearer understanding of how your marketing efforts work together to drive conversions. By tracking multiple touchpoints, you can see which channels, ads, and campaigns are nudging your leads toward that final decision. It’s not just about what gets their attention first or last – it’s about everything in between. Better still, multi-touch attribution allows you to weigh the impact of different interactions. Not all touchpoints are created equal, and this model helps you figure out which moments are actually moving the needle. As [Jorgen Davison](https://www.linkedin.com/in/jorgendavidson/), Marketing Strategy and Operations Manager at Slack, put it in his talk at last year’s Revenue Marketing Summit (available for RMA members to watch [OnDemand](https://www.cmoalliance.com/revenue-marketing-summit-denever-ondemand/?wchannelid=71kg8i3wo5&wmediaid=qn5vetx9vh)): > "Even though I don’t really believe that multi-touch attribution gives you the ability to say, ‘Here’s what every dollar delivered to the business,’ it does allow you to reverse-engineer the buyer’s journey.” This makes it an incredibly useful tool for extracting insights about the mix of touchpoints that convert versus those that don’t. ### Multi-touch attribution models There are several ways to divvy up credit among touchpoints in multi-touch attribution. Each model offers a unique way to understand your customer’s journey, depending on what insights you’re looking for. #### Linear attribution model In the linear attribution model, every touchpoint gets equal credit. Whether it’s the first ad a customer clicks or the final email they open before converting, each interaction is treated with equal importance. This model is great for getting a holistic view of all your channels, but it doesn’t consider that some touchpoints might have more influence than others. #### U-shaped attribution model The U-shaped attribution model, also known as position-based attribution, places the most credit on two key moments – the first touchpoint and the point when the lead becomes qualified. For example, if a social media ad grabs their attention and later, a whitepaper download converts them into a qualified lead, these touchpoints get the bulk of the credit. This model is perfect for understanding which acquisition channels are driving awareness and converting leads. #### W-shaped attribution model The W-shaped attribution model takes things a step further by adding a third key moment: when the lead converts into a customer. This model gives 30% credit to the first touchpoint, the lead qualification touchpoint, and the final conversion touchpoint, with the remaining 10% spread across all other interactions. If you’re looking to see which channels help move leads through each major stage of the funnel, the W-shaped model is the one for you. #### Time-decay attribution model The time-decay attribution model gives more credit to the touchpoints that occur closest to the conversion. Think of it as rewarding the interactions that are freshest in your lead’s mind. This model is great for businesses with long sales cycles, as it recognizes that touchpoints closer to the purchase decision tend to have a bigger influence. #### Full path attribution model In the full path attribution model, you’re tracking four key touchpoints: 1. The first interaction 2. The lead-generation touchpoint 3. The moment the lead becomes sales-ready 4. The final conversion. Any remaining credit is evenly distributed across other touchpoints in the journey. This model is particularly useful if you’re running [account-based marketing](https://www.cmoalliance.com/your-guide-to-abm/) or need a detailed look at the entire sales process. #### Data-driven attribution model Finally, we have the data-driven attribution model, where algorithms do the heavy lifting. This model uses machine learning to determine how much credit each touchpoint should get based on how effective it was in pushing the lead toward conversion. It’s smart, flexible, and perfect for marketers who want to let the data guide their decisions. --- Multi-touch attribution might not be the magic bullet some make it out to be, but it’s a huge step up from single-touch models when you want a clearer understanding of your entire customer journey. ## How to choose the right attribution model With so many attribution models to choose from, how do you know which one’s the right fit for [your marketing strategy](https://www.cmoalliance.com/driving-growth-key-revenue-marketing-skills-and-strategies/)? The truth is, there’s no one-size-fits-all answer – it depends on your business, your sales cycle, and what exactly you’re trying to learn from your data. But don’t worry, you’re not locked into one model forever. In fact, you can (and should) experiment with different approaches for different campaigns, channels, and products. The key is to use the insights you get to refine your strategy and keep improving your results. With that said, here are a few key factors to consider when deciding which attribution model will give you the most useful insights: ### 1\. How long is your sales cycle? If you have a longer sales cycle, consider using a **time-decay attribution** model. It’s ideal for businesses where the final touchpoints have the most impact on conversion. However, for businesses with super short and simple customer journeys, a **single-touch** attribution model will do just fine. ### 2\. How many marketing channels are you using? For marketers running campaigns across several channels, the **linear attribution** model is a great way to see which channels are playing a role in your customer’s journey. However, if you want to dig deeper into specific moments, models like **U-shaped** or **W-shaped attribution** might give you more focused insights. ### 3\. What’s the end goal of your campaign? Your campaign’s goal also plays a big role in choosing the right attribution model. If you’re focused on brand awareness, you might lean toward a **first-click** or **U-shaped** model to see what’s bringing people into your funnel. But if you’re working on driving conversions, **last-click** or **data-driven attribution** could be the better choice. ## Conclusion Marketing is an essential tool for understanding what’s driving your business forward. Whether you’re using a simple single-touch model or diving deep into the multi-touch approach, the goal is the same – to gain insights into what’s working and optimize your efforts for better results. By experimenting with different models and tailoring them to your sales cycle, channels, and goals, you can fine-tune your marketing strategy and make data-driven decisions that maximize your ROI. Remember, there’s no one-size-fits-all solution, so don’t hesitate to mix things up and find what works best for your unique business needs. --- Want to learn more strategies to drive your business forward? [**Check out “Growth marketing that scales: A practical guide**](https://www.cmoalliance.com/growth-marketing-that-scales-practical-guide/)”. ### 3 proven B2G marketing strategies for client acquisition URL: https://www.cmoalliance.com/3-b2g-client-acquisition-strategies/ Last updated: 2025-08-26T15:12:09.000Z With so many organizations vying for the attention of government agencies and supporting organizations to market their B2G (business-to-government) products and services, finding a way to stand out from the crowd isn’t always easy. Businesses need to be able to navigate more intricate procurement processes than in standard [B2B markets](https://www.cmoalliance.com/things-to-know-before-every-b2b-marketing-campaign/) – often needing to prove compliance with multiple industry regulations, go through longer selling cycles, and communicate with a multitude of internal stakeholders. Still, getting the attention of a key decision maker is a critical part of this process. For organizations struggling to find effective ways to get their foot in the door, we’ve outlined three simple B2G strategies that can be applied to ensure they can maximize the amount of government leads being acquired. ## Strategy 1: Build relationships with key decision-makers Building a solid reputation in the B2G sector comes down to credibility and trust. By creating strong connections with various key decision-makers within the organizations you’re looking to target, you can significantly improve your chances of moving to the next stage of the RFP (request for proposal) process or scheduling a discovery call. Below are some effective ways to start building these key connections: ### Identify and understand the decision-making process Before you can start creating new relationships in the B2G space, it’s important to gain a better understanding of how government agencies manage their procurement processes and which roles have more authority when making buying decisions. Take the time to identify the specific departments or individuals who manage budgeting and spending and those who play a role in policy development and implementation. It’s important to make sure the individuals are relevant to your industry solutions since, most likely, government organizations will manage multiple procurement categories and teams. Once you’ve identified relevant contacts, spend some time researching their roles and key responsibilities. Brainstorm the points they may be dealing with and let us know if you’re able to help provide value in any of those areas. [B2B Basics: identifying the decision-makersIn this article, we’re going to identify the different types of people in the B2B marketing decision process, along with the types of marketing they’ll respond best to.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1-.png)Revenue Marketing AllianceWill Whitham![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/b2b-marketing-decision-makers-signpost.jpg)](https://www.cmoalliance.com/b2b-basics-identifying-the-decision-makers/) ### Network at industry events and conferences [Industry-specific events](https://www.cmoalliance.com/how-to-leverage-events-to-drive-revenue/) or certain annual conferences can be great places to connect with various government contacts and begin networking. There are always new developments in governmental sectors, including the development of [Next Generation 911](https://10-8systems.com/about-next-generation-911/) and other exciting [public safety solutions](https://10-8systems.com/public-safety-solutions/). The great thing is that many of these events provide a neutral setting for networking, meaning you won’t have the same barriers to entry as cold calling or reaching out through email and social media. Make it a point to attend any relevant events hosted, and don’t be afraid to engage in meaningful dialogues with others. This is a great way to establish new relationships and learn from others in the industry about what they’re looking for in new products and services. ### Leverage your existing contacts Your existing network can be a valuable asset when looking to create new government connections. Explore your list of industry contacts and reach out to your colleagues or current partners to see if they are connected with any relevant parties you’re looking to start relationships with. By creating a personalized introduction at the right time and place, you can express interest while quickly starting to give yourself and the business you represent more credibility. The more you’re able to build trust in the early stages of a new professional relationship, the more chances you’ll have to create new sales opportunities. ### Focus on building long-term relationships Approaching relationship building in B2G sectors should be viewed as a marathon – not a sprint. It’s not always easy to get the attention of busy stakeholders in government organizations, and it may take time to make headway. However, when you do establish new government contact, be sure to nurture those relationships. You want to try to maintain regular contact with your strategic contacts, sharing any pertinent industry information you have while also making yourself accessible to help answer any questions about your products or services. Over time, this could potentially lead to long-term relationships that translate into repeat business and could also produce valuable referrals. [What a successful demand generation and product marketing relationship should look likeIn this article, Farhan Manjiyani answers some of the most important questions when it comes to the relationship between demand gen and product marketing.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1-.png)Revenue Marketing AllianceFarhan Manjiyani![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/What-a-successful-demand-generation-and-product-marketing-relationship-should-look-like-1.jpg)](https://www.cmoalliance.com/what-a-successful-demand-generation-and-product-marketing-relationship-should-look-like/) ## Strategy 2: Execute content marketing initiatives that highlight your expertise In all industries, [content marketing](https://www.cmoalliance.com/content-marketing-for-different-stages-of-the-buyers-journey/) is becoming a common strategy for helping brands establish leadership while also being a great source for lead funneling. Developing informative content in your industry can quickly position your brand as a trusted authority and a more capable vendor to work with. ### Create high-quality informative content Work on creating consistent, [high-quality content](https://www.cmoalliance.com/content-marketing-for-different-stages-of-the-buyers-journey/) that highlights your in-depth knowledge of your industry and how you can address certain challenges in the sector. Consider addressing topics relevant to their needs – typically surrounding industry compliance, reducing costs, or improving operational efficiency. A great way to achieve this is by offering various formats in your content delivery. This could include blog posts, white papers, or even case studies with important statistics. Taking this approach helps improve the perceived professionalism of your brand and makes the content more interesting to digest. ### Optimize for search engines You’ll want to make sure that the content you create is easy to locate only, especially when procurement teams begin researching different brands and available solutions. An effective way to achieve this is by planning and executing a comprehensive [SEO strategy](https://www.cmoalliance.com/seo-2-0-how-to-adapt-to-the-future-of-search/) designed to help you target more B2G buyers. By implementing best SEO practices on your website and in the content you produce, you’ll help to improve the likelihood of your web pages ranking higher in search results, maximizing your exposure and improving the amount of leads you bring in. [SEO 2.0: How to adapt to the future of searchLearn how to adapt to the future of search by optimizing your site for conversational search, creating content that can’t be replicated, and more.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1-.png)Revenue Marketing AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Website_Article_Images_Author_Highlight--1-.png)](https://www.cmoalliance.com/seo-2-0-how-to-adapt-to-the-future-of-search/) ### Use gated content to capture more leads While providing for your website or blog is a great starting point, you’ll also want to consider designing digital assets that can be leveraged to help you acquire additional information on potential clients. Content gating is an effective strategy for achieving this, especially when you create insightful whitepapers or [eBooks](https://www.cmoalliance.com/reports/) that can provide real value to your website visitors. Once you’ve created a high-quality and informative digital asset, make it available for download on your website in exchange for a customer’s contact information. This is a great way to build your email subscriber list and gives you a larger distribution network when releasing new company updates or building out specific email marketing campaigns. ## Strategy 3: Establish strategic partnerships Collaboration is an important factor in all B2G relationships. By building strategic partnerships in the industry with other businesses that offer complementary products and services to your own, you’ll have a better chance of attracting procurement teams. Below are some strategies for improving this element in your organization: ### Identify businesses that serve the same target market Try to identify businesses that are targeting the same market as yours but don’t directly compete with your offerings. This could be a completely different solution to your own or one that would improve the total appeal of your offering and add more value to a client. ### Collaborate on joint marketing initiatives Deciding to create a joint marketing initiative with another brand when marketing to government organizations can be a great way to combine marketing forces. This could involve hosting webinars together, allowing both organizations to show their unique expertise and amplify the reach of their messaging through social media platforms. By combining your resources and collective knowledge, you can create more buzz and importance for your products and services while also establishing an increased number of leads. In many cases, this can also help your business reduce its total marketing budget since you’ll share costs with the partner organization. [The role of cross-functional collaboration in revenue marketingNo team can be successful in isolation. Well, not if they want to deliver the most seamless experience for prospects and customers.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1-.png)Revenue Marketing AllianceBritta Agel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/shwetha-shankar-9Q7PqDxCZeQ-unsplash-1.jpg)](https://www.cmoalliance.com/cross-functional-collaboration-in-revenue-marketing/) ### Offer bundled solutions You could also explore the possibility of bundling your products or services with your partner's offerings. This can offer a much more comprehensive solution to potential buyers and allow them to consolidate their needs. Showing that you’re able to successfully partner with other organizations in the industry can also boost confidence in your ability to collaborate professionally with buying teams and can be a good selling feature on its own. ## Start increasing your B2G leads today Finding new clients in the B2G space requires time and patience but can also be greatly improved by following a few basic steps. By applying the strategies discussed, you’ll be able to demonstrate your experience in the industry while building the confidence and trust that opens up the door for new sales opportunities. --- Want more about growing your business? How about a blueprint for scalable, repeatable growth that'll help you guide and inform your strategies so you can acquire, engage, and retain customers? Get your free copy of [our playbook](https://www.cmoalliance.com/growth-marketing-that-scales-practical-guide/), which includes real-world case studies from people who've already done it. [Growth marketing that scales: A practical guideStop guessing and start growing. This no-BS battle-tested eBook is here to guide and inform your growth marketing strategies, enabling you to acquire, engage, and retain customers at scale.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1-.png)Revenue Marketing AllianceStevie Langford![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/Blog-meta-growth-marketing-ebook-2.png)](https://www.cmoalliance.com/growth-marketing-that-scales-practical-guide/) ### Market sizing template URL: https://www.cmoalliance.com/market-sizing-template-framework/ Last updated: 2025-08-26T10:40:54.000Z ## What is the market sizing template? Before [launching a product](https://www.productmarketingalliance.com/a-visual-guide-to-product-launches/), it’s crucial to understand the market potential – and our market sizing template is designed to help you do just that. Market sizing goes beyond merely estimating demand; instead, it provides insights into the total revenue a market might generate, helping you decide if an investment is worthwhile and which strategies to deploy. This template offers a structured approach to market sizing, covering two main methods—top-down and bottom-up—along with actionable steps for defining your target market and conducting research. Use it to create reliable projections and support business decisions with clear, data-driven insights. ## How to use the market sizing template 1. **Define your market segments**: Start by [identifying the market segments](https://www.productmarketingalliance.com/market-segment-vs-target-market/) where your product fits. By dividing your potential buyers into targeted groups, you get a clearer picture of who will benefit most from your product. 2. **Choose your method (Top-Down or Bottom-Up)**: The top-down approach offers a quick estimate based on general market data, while the bottom-up method uses detailed, ground-level research to yield a more accurate forecast. 3. **Conduct market research**: Use surveys, focus groups, or interviews to gauge interest and potential price points. The larger your sample size, the stronger your conclusions. 4. **Calculate potential sales and develop financial models**: With your market interest estimate, build a financial model, incorporating tools like cash flow forecasting and scenario analysis. This final step helps you quantify the potential ROI and assess if the opportunity aligns with your business goals. ## Download your market sizing template ![market sizing template](https://www.productmarketingalliance.com/content/images/2024/11/market-sizing-template.png) [Market sizing templateMarket sizing template.pdf158 KBdownload-circle](https://www.productmarketingalliance.com/content/files/2024/11/Market-sizing-template.pdf "Download") [Market sizing templateMarket sizing template.docx4 MBdownload-circle](https://www.productmarketingalliance.com/content/files/2024/11/Market-sizing-template.docx "Download") ![](https://www.productmarketingalliance.com/content/images/icon/kix-favicon-2023q4-9.ico) _This post is for paying subscribers only._ ### 90 promotional words copywriters need to avoid URL: https://www.cmoalliance.com/stop-using-these-90-promotional-words/ Last updated: 2025-08-26T15:12:25.000Z You don’t want your messages to be sent to the spam folder or drive people away from your product. Words are powerful. They can encourage, prompt, and dissuade people from making a purchase or taking an action, so it’s important you choose the right ones for your message. We’ve already given you [75 promotional words you should be using](https://www.cmoalliance.com/75-great-promotional-words-to-use/) – but what about the **ones you should avoid**? Whether it’s on your email, website, social channels, or ads, stay clear of these words. 👇 ***Note:** *Context matters, of course, and so does word volume – it’s fine to use these words sparingly, but overusing them can be the issue.* ## **Financial/discount words** Certain words are typically associated with unsolicited promotional [emails](https://www.cmoalliance.com/5-ways-to-build-converting-email-campaigns/) and scams, and spam filters are programmed to recognize them—not to mention that people are getting tired (and wary) of seeing them everywhere, often linking them to misleading or overly aggressive marketing tactics. Overusing these words can harm your credibility and make your brand seem untrustworthy. People prefer [authentic](https://www.cmoalliance.com/8-ways-to-authentically-bring-your-companys-values-to-life/), value-driven [messaging](https://www.cmoalliance.com/how-to-nail-your-product-messaging/) instead of flashy promises that don’t deliver. And, if you use these words in your emails, they’re more likely to be flagged, as they’re seen as sales-heavy: 1. Free 2. 100% free 3. No cost 4. Cash bonus 5. Earn money 6. Income 7. Make money 8. Double your income 9. Prize 10. Guarantee 11. Best price 12. Save big money 13. Incredible deal 14. Special promotion 15. Discount 16. Lowest price 17. Clearance 18. Winner 19. No obligation 20. Apply now 21. Limited time offer 22. Buy now 23. Order now 24. Free consultation 25. Urgent ## **Sensationalized or overpromising words** These words make exaggerated claims that are often seen in spam emails, so they tend to be flagged. After all, they signal something too good to be true, promising dubious products or services. They may also create high expectations that fall flat when a product can’t live up to them because authenticity and transparency are key, these exaggerated claims can create a negative sentiment in the minds of your customers or potentials. Of course, sensationalized words come across as clickbait as well, which damages your long-term brand image and [loyalty](https://www.cmoalliance.com/how-to-increase-customer-retention-rate-and-boost-customer-loyalty/) – even if it gives you a short-term boost to [engagement](https://www.cmoalliance.com/ai-talking-avatars-customer-interactions-and-engagement/). 1. Miracle 2. Once in a lifetime 3. Risk-free 4. Amazing 5. Guaranteed 6. Congratulations 7. Fast cash 8. Satisfaction guaranteed 9. Unbelievable 10. No strings attached 11. Best deal ## **Vague words** These types of words are often used by spammers in an attempt to preempt skepticism. Of course, the lack of specificity doesn’t really help and tends to raise suspicion instead. These words are used to bait people but don’t provide real value, so they’re a no-go. In addition, these words are seen as unclear and unconvincing in ads and [social media](https://www.cmoalliance.com/your-guide-to-b2b-social-media-marketing/). People expect concrete details about what they’re being offered and vague language falls short of that. It can lead to lower conversion rates because consumers are less likely to take action when they don’t understand what you’re offering. Make sure you’re clear and precise to build trust and be more efficient, avoiding words like: 1. This isn’t a scam 2. This isn’t junk 3. Great offer 4. Promise you 5. As seen on 6. Affordable 7. High-quality 8. Best 9. Revolutionary ## **Filler words** Filler words don’t add significant meaning or value to phrases and are often used to fill space or soften a sentence. However, they can also dilute your message, mainly its clarity and impact. Whether it’s in [social media](https://www.cmoalliance.com/whats-trending-in-b2b-social-media-marketing/) posts, emails, blogs, or ads, filler words can reduce effectiveness and make your message seem less confident. 1. Sort of 2. Just 3. Slightly 4. Actually 5. Really 6. Basically 7. Very 8. Essentially 9. Kind of ## **Excessive call-to-action words** These call-to-action (CTA) words tend to be overused and feel too transactional and pushy. Consumers are looking for a more organic and engaging interaction with your brand instead of sales-oriented commands. What’s more, excessive CTAs can lead to desensitization. People are used to seeing words like “buy now” and “act fast”, so they tend to lose all their meaning as consumers become immune to their effects. The result is that they’ll ignore your [brand messaging](https://www.cmoalliance.com/how-brand-messaging-changes-for-b2b-and-b2c-companies/). Another thing is that these words can make people like they’re just a number in a sales funnel. If the focus is on making a sale (and that’s obvious to consumers), this can negatively impact loyalty and [brand perception](https://www.cmoalliance.com/driving-brand-loyalty-and-customer-satisfaction/). 1. Click here 2. Sign up free 3. Act immediately 4. Join millions 5. Buy now before it’s too late 6. Claim your free offer 7. Reserve your spot 8. Don’t wait, buy now 9. Take action today 10. Start saving today 11. Enter now to win 12. Lock in your price today ## **Tech and business jargon words** These tend to be overused and vague buzzwords, which make your message feel that much more impersonal and generic. People prefer clear, specific explanations rather than jargon that doesn’t really say anything – or, at least, doesn’t explain the value of your products. Jargon words can feel meaningless and empty and, worst, they can make people feel excluded and disengaged. Another thing to consider is that jargon-rich language can appear too corporate, which is the opposite of what people want. To connect with your brand, you need that authenticity. 1. Synergy 2. Disrupt 3. Paradigm shift 4. Innovative solution 5. Next-gen 6. Holistic approach 7. Best-in-class 8. Circle back ## **Hyperbolic words** Anything that reads as too “hype” or hyperbolic can come off as untrustworthy as well. Using exaggerated claims can damage your credibility – people are increasingly savvy about marketing tactics so they can spot exaggerations a mile away. Relying heavily on hyperbole can make you sound like other companies, so you lose that differentiation and [personalization](https://www.cmoalliance.com/the-importance-of-personalization-in-digital-marketing/). And, of course, if the claims don’t match reality and don’t live up to the hype, it’ll disappoint customers, leading to negative reviews and complaints, as well as churn. 1. Best ever 2. Unbelievable 3. Groundbreaking 4. Revolutionary 5. Mind-blowing 6. Must-have ## **Cliché words** If you want your brand to avoid being seen as generic and/or uninspired, then avoid clichés as well, as they can weaken the impact of your brand and messaging. Being original will help you stand out, rather than relying on overused phrases that may indicate a lack of creativity. Clichés can also make your brand feel insincere and unemotional – effective messaging should engage consumers’ emotions. Of course, clichés also signal a lack of effort, which can be interpreted as you not caring enough. 1. Think outside the box 2. Customer-centric 3. Next-level 4. Game-changer 5. State-of-the-art 6. Turnkey solution 7. Cutting-edge 8. Top-of-the-line 9. Proven results 10. Expertly curated ## **In short** It’s important to note that, while these words are best avoided when creating promotional content, it’s the over-reliance on them that causes a problem. So, use your discretion – after all, depending on what you’re looking to achieve, words like the ones above may be exactly what you need. --- Use the best words to create compelling promotional content, be it blogs or ads – and make sure your marketing and sales teams are on the same page about the messaging you should be using. With our [playbook](https://www.cmoalliance.com/marketing-and-sales-alignment-playbook/), you can go further. Get the ultimate guide to bringing both departments together, including templates and insights from expert revenue marketers. [Marketing and Sales Alignment PlaybookMany organizations struggle to get their marketing and sales teams aligned. That’s why we’re delighted to introduce our Marketing and Sales Alignment Playbook!![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2024/07/android-chrome-192x192--1-.png)Revenue Marketing AllianceHannah Wesson![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1200/2022/10/RMA_Marketing_and_Sales_Alignment_Playbook_Blog_1.png)](https://www.cmoalliance.com/marketing-and-sales-alignment-playbook/) ### Steps to closing the deal checklist URL: https://www.cmoalliance.com/steps-to-closing-the-deal-checklist-framework/ Last updated: 2025-09-09T08:46:46.000Z Closing a deal is the most critical part of the sales process. After all the hard work of building rapport, presenting your solution, and [overcoming objections](https://www.productmarketingalliance.com/the-arr-of-objection-handling-address-reframe-redirect/), it all comes down to the final moments. That's why we've created our steps to closing the deal checklist, which is designed to help you seal the deal with confidence and precision. ## What is the steps to closing the deal checklist? This checklist is a practical guide designed to help sales professionals navigate the crucial final steps of the sales process. It provides clear and actionable advice to keep you focused, confident, and persuasive when asking for the close. Key steps include: - **Maintaining consistency**: Transition smoothly from presentation to close without changing your tone or attitude. - **Projecting confidence**: Stay self-assured during the close—your confidence will inspire trust in your prospect. - **Leveraging small agreements**: Use small "yeses" throughout the process to lead up to the big "yes" at the end. - **Highlighting benefits, not features**: Shift from talking about features to emphasizing the benefits those features bring to the customer. - **Handling pricing objections**: Introduce discounts or bonuses proactively, rather than in response to pricing concerns. - **Framing the close positively**: Phrase your closing ask in a way that highlights what the prospect gains by saying yes. - **Embracing the silence**: Once you’ve asked for the sale, stay silent and let the prospect take their time to respond. ## Download your steps to closing the deal checklist *This template is only available to Pro and Pro+ Members. But if you’re not already a member, don't worry! We still have* [*tons of templates and frameworks*](https://www.productmarketingalliance.com/templates-frameworks/?filter=insider) *available for free in our Insider plan.* ![steps to closing the deal checklist](https://www.productmarketingalliance.com/content/images/2025/01/steps-to-closing-the-deal-checklist.png) [Steps to closing the deal \[checklist\]Steps to closing the deal \[checklist\].pdf85 KBdownload-circle](https://www.productmarketingalliance.com/content/files/2025/01/Steps-to-closing-the-deal--checklist-.pdf "Download") [Steps to closing the deal \[checklist\]Steps to closing the deal \[checklist\].docx1 MBdownload-circle](https://www.productmarketingalliance.com/content/files/2025/01/Steps-to-closing-the-deal--checklist-.docx "Download") [Steps to closing the deal \[checklist\]Steps to closing the deal \[checklist\] Closing the deal is the most important part of a sale. It doesn’t matter if you conduct an amazing discovery, deliver a fantastic presentation, and go through all the hard work if you don’t manage to get the prospect to sign the dotted line and seal the dea…![](https://www.productmarketingalliance.com/content/images/icon/kix-favicon-2023q4-47.ico)Google Docs![](https://www.productmarketingalliance.com/content/images/thumbnail/AHkbwyJfYzt5qPFvHQDfjnz7wFsHR4gCDxFDxslB1Q5CMCRVJlBSMIqMfif9OtuQ6eOjL0PGJFIMEqsjr2egWKd1LGfFTtVD5sHfBfs3UZlwtLrvkI92OZUf-w1200-h630-p)](https://docs.google.com/document/d/1pS1OKmmrxwxBvD8S1JFyQHmRHWRIJW6PtweRhMiuhbI/edit?usp=sharing) _This post is for paying subscribers only._ ### Video production brief template URL: https://www.cmoalliance.com/video-production-brief-template-framework/ Last updated: 2025-01-30T10:36:42.000Z Well-planned videos can be a game-changer for your brand, but without a solid foundation, even the best ideas can fall flat. Our video production brief template ensures that every project starts with a clear direction – helping you align stakeholders, define objectives, and set your creative team up for success. Whether you’re creating a product launch video, customer testimonial, or educational content, this template keeps everything organized from start to finish. ## What is a video production brief template? A video production brief template is a document that outlines the key details of your video project. It helps teams establish the purpose, audience, messaging, and distribution strategy before production begins. By using a standardized template, you can streamline communication, prevent misunderstandings, and ensure that your final video meets your goals. This template covers essential elements such as: - **Project details** (title, budget, deadlines, distribution platforms) - **Key collaborators** (writers, designers, stakeholders) - **Objectives & success metrics** (desired outcomes and performance indicators) - **Target audience** (who the video is for and what they’re looking for) - **Core messaging** (what you want viewers to think, feel, and do) - **Content references** (script links, design assets, style examples) ## Who is it for? This template is designed for marketers and content teams who want to streamline their video creation process. It’s especially useful if you: - Work in **product marketing, brand marketing, or demand generation** - Manage **video campaigns across multiple channels** - Need to **align internal teams and external production partners** - Want to **eliminate back-and-forth** and keep everyone on the same page Whether you're producing in-house or working with an agency, this brief ensures that all stakeholders are aligned from the outset. ## How to use the template Getting started is simple: 1. **Fill out project details** – Add basic information such as the video’s title, budget, deadlines, and where it will be distributed. 2. **Define your objectives** – Clearly state the goal of the video and the key performance metrics you’ll track (views, engagement, conversions, etc.). 3. **Identify your audience** – Outline the target persona and what type of video content resonates with them. 4. **Clarify the core message** – Determine what you want viewers to think, feel, and do after watching. 5. **Attach relevant content** – Link to the video script, design assets, or reference styles to guide the production process. 6. **Share it with your team** – Distribute the brief to stakeholders to ensure alignment before production begins. ## Download your video production brief template ![Video production brief template](https://www.productmarketingalliance.com/content/images/2025/01/video-production-brief-template.png) [Video production brief templateVideo production brief template.pdf98 KBdownload-circle](https://www.productmarketingalliance.com/content/files/2025/01/Video-production-brief-template.pdf "Download") [Video production brief templateVideo production brief template.docx1 MBdownload-circle](https://www.productmarketingalliance.com/content/files/2025/01/Video-production-brief-template.docx "Download") [Video production brief templateVideo production brief - template In today’s digital landscape, video content has become an essential tool for engaging customers and driving brand success. This brief is designed to help you kickstart your video marketing projects effectively. Whether you’re promoting a product, sharing custo…![](https://www.productmarketingalliance.com/content/images/icon/kix-favicon-2023q4-51.ico)Google Docs![](https://www.productmarketingalliance.com/content/images/thumbnail/AHkbwyJP9STdzara0RbtVrJ2qgpCmOUwcYeo5QTO1kUOPlm4xAt5zmNUO1l5QiJbCCdxlbYBdG09jX39_JR4SRHYADxIpgqlHF4eoDt0vRQ1EnZy_xF1hoO6-w1200-h630-p)](https://docs.google.com/document/d/1k8-dBzXsTFCivhQ0ojMC22RfFoVd8UhQQOTTQTZaUsc/edit?usp=sharing) _This post is for paying subscribers only._ ### How AI Overviews will change SEO | Video URL: https://www.cmoalliance.com/how-ai-overviews-will-change-seo-video/ Last updated: 2025-08-26T15:33:07.000Z ### Learn more Enjoyed this video? Why not check out some related reading 👇 [SEO 2.0: How to adapt to the future of searchLearn how to adapt to the future of search by optimizing your site for conversational search, creating content that can’t be replicated, and more.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--13.png)Revenue Marketing AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/RMA_Website_Article_Images_Author_Highlight--1--1.png)](https://www.cmoalliance.com/seo-2-0-how-to-adapt-to-the-future-of-search/) [Google’s March 2024 Core Update and the future of SEOThe March 2024 Core Update was Google’s most extensive release in years. Here’s what it means for the future of SEO.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--14.png)Revenue Marketing AllianceJames Shaw![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/vanja-matijevic-3LG1D7p1xtg-unsplash--1-.jpg)](https://www.cmoalliance.com/googles-march-core-update-future-of-seo/) ### Product launch framework slide deck URL: https://www.cmoalliance.com/product-launch-framework-slide-deck/ Last updated: 2024-11-08T18:22:56.000Z Our product launch framework is a comprehensive guide that breaks down each stage of the launch process, from defining your audience to post-launch analysis. It's been designed to help product marketers create structured, high-impact launch plans that ensure your products hit the market with momentum. Produced and reviewed by leading PMMs, the document covers everything you need, including audience targeting, beta testing, positioning, [go-to-market (GTM) strategies](https://www.productmarketingalliance.com/your-guide-to-go-to-market-strategies/), and more. ## What's inside the product launch framework? The framework includes four key sections that cover the entire product launch journey: - **Product overview**: Learn how to target your ideal audience, craft your product positioning, and define your project scope, OKRs, and success factors. - **Product testing**: Develop a timeline for beta testing, gather and analyze customer feedback, and evaluate past projects to refine your approach. - **Launch plan**: Map out your product launch timeline with clear steps, tools, and resources needed for a smooth rollout. This includes budgeting, marketing activities, and sales enablement. - **Marketing and go-to-market (GTM) strategy**: Identify the best marketing tactics for launch, set up a lead generation plan, and develop a cohesive GTM strategy that aligns with your target market and [competitive positioning](https://www.productmarketingalliance.com/competitive-positioning-template-framework/). ## How to use the framework 1. **Define your product’s positioning**: Begin by outlining your product’s unique value, target audience, and core benefits. Use the framework to [assess competitors](https://www.productmarketingalliance.com/competitive-battlecard-template-framework/) and highlight what sets your product apart in the marketplace. 2. **Plan and execute product testing**: Set up a structured [beta testing phase](https://www.productmarketingalliance.com/what-beta-testing-is-how-its-done-and-why-you-ought-to-be-paying-attention/) to gather customer feedback. Use this insight to refine your product before the official launch and ensure that early customers are delighted with the experience. 3. **Develop a comprehensive launch plan**: [From pre-launch marketing to post-launch tracking](https://www.productmarketingalliance.com/product-launch-checklist-framework/), the framework provides timelines, budget considerations, and campaign planning tools. Identify key promotional tactics, engage internal teams, and prepare distribution channels for a seamless rollout. 4. **Create a go-to-market strategy**: Formulate your GTM strategy, which includes a [well-defined value proposition](https://www.productmarketingalliance.com/value-proposition-template-and-example-framework/), messaging for target audiences, and a roadmap for market penetration. ## Download your product launch framework slide deck ![product launch framework document](https://www.productmarketingalliance.com/content/images/2024/11/product-launch-framework.png) [Product Launch FrameworkProduct Launch Framework.pdf207 KBdownload-circle](https://www.productmarketingalliance.com/content/files/2024/11/Product-Launch-Framework.pdf "Download") [Product Launch FrameworkProduct Launch Framework.pptx2 MBdownload-circle](https://www.productmarketingalliance.com/content/files/2024/11/Product-Launch-Framework.pptx "Download") [Product Launch FrameworkProduct Launch Framework Name of course here![](https://www.productmarketingalliance.com/content/images/icon/favicon-2023q4-4.ico)Google Docs![](https://www.productmarketingalliance.com/content/images/thumbnail/AHkbwyKJYZU4AciNndeypeqMvFv859kXLOZcqFBFOiLfNMZF4s5i14Oor5HKQq4lvtABXwTWEj1suu26mh1FFm65gXHRk0fHoPBEUk5ImjTx_snZSbHvpZ4-w1200-h630-p)](https://docs.google.com/presentation/d/1ve89Gnu9RVSxjRngQYq4g7sDxOPk%5FrDimeSQqUYrzEI/edit?usp=sharing) ### Transitioning from lead generation to demand generation URL: https://www.cmoalliance.com/transitioning-from-lead-generation-to-demand-generation-a-case-study/ Last updated: 2025-08-26T15:34:13.000Z Have you ever wondered what it really takes to shift from a broken [lead generation strategy](https://www.cmoalliance.com/what-is-lead-generation-in-marketing-a-guide/) to a more holistic and effective [demand generation strategy](https://www.cmoalliance.com/demand-gen-vs-lead-gen-difference/)? At JupiterOne, we faced that exact challenge – and I’m here to share how we made it happen. In this article, you’ll learn: - How we transitioned from relying on marketing-qualified leads to focusing on qualified accounts, - The role that account-based marketing and tools like 6sense played in our success, - How we used conversion rate optimization to significantly improve demo requests and conversions, - And much, much more. Let’s get into it. ## Lead generation vs. demand generation Before we dive into our case study, let’s break down the difference between [lead generation](https://www.cmoalliance.com/effective-data-driven-lead-generation-strategies/) and [demand generation](https://www.cmoalliance.com/6-steps-for-powerful-demand-generation/). In traditional lead generation, the focus is on capturing contact details – usually through tactics like gated content, event sign-ups, or special offers – and then following up with relentless marketing emails. If this sounds familiar, you’re not alone. It’s the classic “build me an engine” approach, where the goal is to gather as many [marketing-qualified leads](https://www.cmoalliance.com/the-revenue-accelerators-marketing-qualified-leads-and-sales-qualified-leads/) (MQLs) as possible and hope they eventually convert. Demand generation, on the other hand, is about meeting your audience where they already are. It’s about ensuring they know who you are and what you do, so when they’re ready to buy, they come to you first. It’s a more holistic approach that includes focusing on accounts already in-market, using intent data, building communities, and providing valuable, ungated content. Now, here’s an interesting question: **can we actually create demand?** I’ve often wondered what my old economics professors would think of the term “demand generation.” It sounds like we’re manufacturing demand from thin air, but in reality, we’re not. A lot of what we do – from [account-based marketing (ABM)](https://www.cmoalliance.com/your-guide-to-abm/) to intent marketing – isn’t about creating new demand. It’s about capturing the demand that’s already there. We’re simply tapping into an existing need or interest and positioning ourselves as the best solution. ## The JupiterOne story: Shifting from lead gen to demand gen Now that we’ve defined the difference between demand gen and lead gen, let’s dive into a real-world example. At JupiterOne, I spent a full year transitioning from a lead generation engine to a demand generation approach. It was a major shift, and I’m going to walk you through exactly what we changed, why we made those changes, how long it took, and where we ended up by the end. Before we dive into the specifics, let me tell you how it all panned out. First, the number of MQLs tanked. And believe me, this was a *good* thing – we’ll talk about why in a moment. On the flip side, [demo](https://www.productmarketingalliance.com/framework-personalize-buyer-journey-interactive-demos/) requests shot up. The number of people actively reaching out to talk to us at JupiterOne kept increasing – which is exactly what you want to see. Now, let’s dive into how we made that happen. ### The need for change So, let’s rewind to the beginning of 2023\. At that time, I took a snapshot of our [funnel](https://www.cmoalliance.com/the-b2b-marketing-funnel/), and let’s just say, it wasn’t pretty. If you’re familiar with funnel economics, you’ll know that what we were working with was pretty painful. [![A funnel diagram titled "January 2023: Something's gotta change." The funnel is divided into four sections: Leads (9.6%), MQLs (2.36%), SQOs, and Wins (40%), with an overall conversion rate of 0.02%.](https://lh7-rt.googleusercontent.com/docsz/AD_4nXfM6SAxt1jPOJBLA5l-q7-1B3S0ZLPwRnY97g9m0ItD-2raJ2Jst5ZFC79HWFekeHeCkD3pnlYDZpnUXDPGIzSV_MHAyp19Apq3dkY61H_ZrRGKte-Ewi3Qg01ZZut5Vyo6Bhn_SyzesJ99VHa9rGXSiix8?key=TrZ0VZMWxaDQ_iX1B3MGaA)](https://www.cmoalliance.com/transitioning-from-lead-generation-to-demand-generation-a-case-study) JupiterOne is a Series C cybersecurity startup that had been in business for about three and a half years at that point. Early on, building an email database was a priority – the company needed to go from zero to a solid list of contacts. However, by the time I got involved, it was clear that the existing approach wasn’t going to move the business forward. The number of leads we’d need to keep the top of the funnel full was actually bigger than our [total addressable market](https://www.productmarketingalliance.com/total-addressable-market-why-its-important-and-how-to-calculate-it/). So, where did that leave us? In need of change. By February, we had a new VP of marketing, and there was a clear acknowledgment that something had to change. Fast forward to March, and we were off to the races with a fresh demand gen strategy. [![New demand gen strategy slide](https://lh7-rt.googleusercontent.com/docsz/AD_4nXcD5V8XRSucVu9-4DErBIpsHCCuy77lQk0Sk7k0u5KPyaV_Z8Okv7L-rlwnfG4FBJlFEif1ox4I4RIYGRttN80Xmk-MN7B44zCW0jk8yE0oQr1u_Jt5KrRs0JmRylx7oc0jDbwb113XL4KLIb0PJ8u4aCQv?key=TrZ0VZMWxaDQ_iX1B3MGaA)](https://www.cmoalliance.com/transitioning-from-lead-generation-to-demand-generation-a-case-study) Our new VP of marketing had the fun job of explaining that everything the company had ever done in demand generation and digital marketing – which had been so focused on collecting email addresses through white papers, research reports, and eBooks – had to change. ### Redefining MQLs The biggest thing we had to change, right off the bat, was the MQL model. Now, let me tell you – convincing people that the MQL system was bad and should be completely thrown out was an uphill climb. So instead of scrapping it altogether, we kept the terminology but changed the definition. Previously, a marketing-qualified lead at JupiterOne was defined as anyone who fit our [ideal customer profile (ICP)](https://www.cmoalliance.com/ideal-customers-ideal-messaging-getting-started-with-icps/) and gave us their email address. Simple, right? If they were the right person and shared their contact info, they were "qualified." But this had to change – dramatically. We changed the definition of a marketing-qualified lead, so it didn’t just mean someone who fit our ICP; they also had to show purchase intent through their behavior. By the time I handed an MQL to our sales team, that lead should already be in-market based on their actions. This shift led to the initial dip in MQL numbers I mentioned earlier, but it was absolutely the right move. When you’re shifting away from MQls, it’s okay just to take small steps in the right direction. For us, that meant focusing on quality over quantity. We didn’t try to change the entire model and process all at once. Instead, we took a measured approach, refining our definition of what a quality lead looked like. ### Implementing intent tools: A lesson in strategy over technology By April, we started the implementation of 6sense, and I know what some of you are probably thinking. I’ve been in those conversations where intent tools like 6sense, Demandbase, and Terminus come up, and I’ve seen the eye-rolling and groaning. So, let’s pause and talk about ABM platforms in general. First, it’s important to recognize that these platforms – 6sense, Demandbase, Terminus – all operate on similar core technology: cookies and reverse IP tracking. Naturally, there are limitations, especially in industries like cybersecurity, where buyers are particularly savvy about blocking those tracking methods. But here’s the thing – these platforms can still be valuable, as long as you focus on the program rather than the technology itself. [![Tip: Program > Technology](https://lh7-rt.googleusercontent.com/docsz/AD_4nXcZczJt8sosaVxPsNWdGdRh5BF-3xEHYaltb8bL2-GNzH-PaHM5QPA2fgikth5gmFLCpj3e0EmaIxW-BDTe0icLdbo0m3Ve6-U8eI74nKbXDuajX3NvgAfybfrj5iHFVM3_5GuROyZkzqz_qfIBr2ccR8I?key=TrZ0VZMWxaDQ_iX1B3MGaA)](https://www.cmoalliance.com/transitioning-from-lead-generation-to-demand-generation-a-case-study) _This post is for paying subscribers only._ ### Tone of voice template URL: https://www.cmoalliance.com/tone-of-voice-template-framework/ Last updated: 2025-01-30T10:06:57.000Z Your brand’s tone of voice isn’t just about what you say – it’s how you say it. Whether you’re crafting website copy, social media posts, or customer emails, maintaining a consistent voice builds trust, strengthens brand identity, and keeps your messaging clear. Our tone of voice template helps you define and document the way your brand communicates so every piece of content feels cohesive and authentic. ## What is a tone of voice template? A tone of voice template is a guide that helps your brand establish and maintain a consistent way of speaking across all channels. It outlines key elements like core values, personality traits, preferred vocabulary, and specific writing guidelines, ensuring that all messaging reflects your brand’s identity. By defining both what your brand is and what it isn’t, this template provides a clear framework for effective communication. ## Who is it for? This template is perfect for product marketers, marketing teams, content creators, and brand strategists looking to develop a distinctive and recognizable brand voice. Whether you're a startup defining your identity or an established company seeking more consistency across teams, this guide ensures everyone is aligned when creating content. It’s particularly beneficial for businesses scaling up, as it helps onboard new team members quickly with clear communication guidelines. ## Download your tone of voice template *This template is only available to Pro and Pro+ Members. But if you’re not already a member, don't worry! We still have* [*tons of templates and frameworks*](https://www.productmarketingalliance.com/templates-frameworks/?filter=insider) *available for free in our Insider plan.* ![tone of voice template](https://www.productmarketingalliance.com/content/images/2025/01/Tone-of-voice-template.png) [Tone of voice templateTone of voice template.pdf98 KBdownload-circle](https://www.productmarketingalliance.com/content/files/2025/01/Tone-of-voice-template.pdf "Download") [Tone of voice templateTone of voice template.docx1 MBdownload-circle](https://www.productmarketingalliance.com/content/files/2025/01/Tone-of-voice-template.docx "Download") [Tone of voice templateTone of voice Finding the right tone of voice is essential to communicate with your audience effectively, particularly when it comes to B2B. A good tone of voice allows you to build a connection with your audience and demonstrates consistency and professionalism throughout your entire business.…![](https://www.productmarketingalliance.com/content/images/icon/kix-favicon-2023q4-50.ico)Google Docs![](https://www.productmarketingalliance.com/content/images/thumbnail/AHkbwyJ9KDuHDk7X88BLIQCp22nd19Bd6J2I-V7Z70y7x8H0nqc-QHpEyZDUbNUfGWEA3IGWhy0R0N8xnqRnqAmwhzn5s2Ffo_XCREDDxTTq2o1SznMljI6M-w1200-h630-p)](https://docs.google.com/document/d/17UdBxkKGjWFtoynBl5dBLMaf1oyeNzHNq8O6Ua-h-oI/edit?usp=sharing) _This post is for paying subscribers only._ ### Social media guidelines template URL: https://www.cmoalliance.com/social-media-guidelines-template-framework/ Last updated: 2025-09-22T14:01:52.000Z When multiple people manage your company’s social media, things can get messy – fast. Inconsistent tone, off-brand messaging, and misaligned visuals can confuse your audience and weaken your brand. That’s where the social media guidelines template comes in. This template helps you create a single source of truth for your team, ensuring consistency across all social channels. It also makes it easier to onboard new team members and scale your social media efforts effectively. ## What is a social media guidelines template? A social media guidelines template is a structured document that outlines best practices, brand voice, and platform-specific strategies to keep your company’s social media presence aligned. It covers everything from messaging consistency and content pillars to employee policies and engagement rules. With a solid set of guidelines, your team can confidently create and share content that reflects your brand’s personality while maintaining professionalism. ## Who is it for? This template is designed for: - **Social media managers** looking to streamline content creation and maintain brand voice. - **Marketing teams** managing multiple contributors across various social platforms. - **Customer support teams** who interact with customers via social media. - **Employees and executives** who post on behalf of the company and need a clear framework to follow. In short, if you’re responsible for shaping how your brand shows up on social media, this template is for you. ## How to use the template 1. **Define your brand voice and messaging:** Start by outlining your company’s tone of voice, preferred language, and key brand messages. 2. **Set platform-specific guidelines:** Each social platform has its own best practices. Use this section to specify content formats, hashtags, and tagging rules for LinkedIn, Twitter, Instagram, and beyond. 3. **Establish content pillars:** Identify the core themes your brand will focus on, ensuring consistency across all posts. 4. **Clarify engagement rules:** Outline how your team should respond to comments, handle customer inquiries, and navigate tricky social situations. 5. **Document employee policies:** Make it clear what’s encouraged, what’s off-limits, and how employees can contribute to your brand’s social media presence. 6. **Provide real-world examples:** Show examples of strong past posts to guide your team in crafting compelling content. By following this template, you’ll build a strong, recognizable social media presence that reflects your brand’s values and engages your audience effectively. ## Download your social media guidelines template ![Social media guidelines template](https://www.productmarketingalliance.com/content/images/2025/01/Social-media-guidelines.png) [Social media guidelinesSocial media guidelines .pdf136 KBdownload-circle](https://www.productmarketingalliance.com/content/files/2025/01/Social-media-guidelines-.pdf "Download") [Social media guidelinesSocial media guidelines .docx4 MBdownload-circle](https://www.productmarketingalliance.com/content/files/2025/01/Social-media-guidelines-.docx "Download") [Social media guidelinesSocial media guidelines When there’s more than one of you running the company’s social media account, inconsistencies can be a huge issue. From language, tone of voice, to graphics – your company needs a single source of truth for all things social media. So what should your guidelines inclu…![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/kix-favicon-2023q4-5.ico)Google Docs![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AHkbwyKeGEDSoX6NnCqjDZ-nZGFdfygzjcpx50YJy3BNzFW9DUO0LVHASGR5xQI5fpdOWev0H8AllvRKe5UYbrv8FkAIA0lmYxAjEquL0HtzcuSb72BuPRSb-w1200-h630-p)](https://docs.google.com/document/d/1pw3bI2zs1NQUVLZcdP-TdH2zuu-2qHr-tJfXPo2REoo/edit?usp=sharing) _This post is for paying subscribers only._ ### 6 B2C demand generation strategies URL: https://www.cmoalliance.com/6-b2c-demand-generation-strategies/ Last updated: 2025-08-26T15:34:28.000Z Demand generation and lead generation are two strategies that are often mistaken for one another. Humor me as I break down the differences with a fun, little metaphor. Pretend you’re walking into a busy marketplace. [Lead generation](https://www.cmoalliance.com/what-is-lead-generation-in-marketing-a-guide/) is setting up a booth and collecting contact information from interested passersby. It's about quantity – gathering as many potential customer details as possible for your sales team to follow up on later. [Demand generation](https://www.cmoalliance.com/demand-gen-vs-lead-gen-difference/), however, is the art of becoming the talk of the marketplace. It's about creating such a compelling presence that people are drawn to your booth, already understanding and hungry for what you offer. This strategy focuses on building [awareness](https://www.cmoalliance.com/brand-awareness/), credibility, and excitement around your brand, products, or services. In this article, we'll explore six powerful B2C demand generation strategies that can transform your revenue marketing efforts. We'll also demonstrate how to elevate traditional B2C lead generation tactics into more effective demand generation approaches. Our goal? To shift your focus from merely collecting contacts to cultivating a community of informed, enthusiastic potential customers who recognize the value of your product before they even reach out. By the end, you'll have a clear understanding of how to create not just interest, but genuine demand for your business. The six B2C demand generation strategies are: 1. [Thought leadership collaborations](https://www.cmoalliance.com/6-b2c-demand-generation-strategies/#thought-leadership-collaborations) 2. [Educational video series](https://www.cmoalliance.com/6-b2c-demand-generation-strategies/#educational-video-series) 3. [Value-driven nurturing campaigns](https://www.cmoalliance.com/6-b2c-demand-generation-strategies/#value-driven-nurturing-campaigns) 4. [Customer success stories](https://www.cmoalliance.com/6-b2c-demand-generation-strategies/#customer-success-stories) 5. [Interactive product experiences](https://www.cmoalliance.com/6-b2c-demand-generation-strategies/#interactive-product-experiences) 6. [User-generated content campaigns](https://www.cmoalliance.com/6-b2c-demand-generation-strategies/#user-generated-content-campaigns) ## Thought leadership collaborations To elevate your [influencer marketing](https://www.cmoalliance.com/finding-the-right-influencers-for-your-brand/) from simple lead generation to demand creation, focus on partnering with industry experts to produce educational content that addresses your audience's challenges and industry trends. Unlike traditional approaches that rely on [affiliate links](https://www.cmoalliance.com/improving-the-customer-journey-with-affiliate-marketing/) or brief ads, this strategy positions influencers as thought leaders who demonstrate your product's value through in-depth, practical applications. ### B2C demand generation example: Max Factor Take a look below at a real-life example of this type of [thought leadership](https://www.cmoalliance.com/how-to-build-a-thought-leadership-strategy/) collaboration. The woman in the video, Sam Chapman, is a very successful and [trusted](https://www.cmoalliance.com/art-of-storytelling-with-trust-and-truthful-conversations/) influencer and [thought leader](https://www.cmoalliance.com/from-trash-to-treasure-how-to-create-thought-leaders/) in the beauty industry. Sam partnered with Max Factor for an ad and created an Instagram Reel where she did a makeup tutorial using just Max Factor products. She outlines why each product is good, highlighting how to use and apply each product, all the while showcasing what the final product can look like. This not only promotes Max Factor’s offerings but also builds credibility, generates excitement, and cultivates a deeper understanding of their brand's value proposition, ultimately creating informed, enthusiastic customers who are primed to seek out their products. > [ View this post on Instagram ](https://www.instagram.com/reel/C-APqa9Ivii/?utm%5Fsource=ig%5Fembed&utm%5Fcampaign=loading) > > [A post shared by Samantha Chapman Andrews (@samchapman)](https://www.instagram.com/reel/C-APqa9Ivii/?utm%5Fsource=ig%5Fembed&utm%5Fcampaign=loading) ## Educational video series Rather than pushing out standalone [video content](https://www.cmoalliance.com/your-guide-to-b2b-video-marketing/), why not develop a comprehensive video series that addresses your audience's pain points and showcases how your product or service can solve them? This creates a narrative that [drives interest and demand](https://www.cmoalliance.com/how-to-nail-demand-generation/). ### B2C demand generation example: Apple Apple leverages YouTube to showcase the camera quality of their iPhones through captivating short films shot entirely on their devices. See below an example titled “Shot on iPhone 15 Pro | ¡Suerte! | Apple”. Following these artistic pieces, they then release behind-the-scenes videos that demystify the filmmaking process, demonstrating how iPhone owners can get similar high-quality results. Below is an example: “Shot on iPhone 15 Pro | The making of “¡Suerte!” | Apple”. This strategy is crucial for demand generation as it serves multiple purposes. Firstly, it provides tangible proof of the product's capabilities, transforming technical specifications into visually stunning real-world applications. Secondly, by offering instructional content, Apple empowers users to unlock their creative potential, fostering a deeper connection with the brand and increasing perceived [value](https://www.cmoalliance.com/8-ways-to-authentically-bring-your-companys-values-to-life/). This approach not only attracts new customers but also encourages existing users to upgrade, driving demand through aspiration and education. ## Value-driven nurturing campaigns Value-driven [nurturing campaign](https://www.cmoalliance.com/lead-nurturing/)[s](https://www.cmoalliance.com/lead-nurturing/) are a great way to elevate your demand generation strategy. Instead of relying on simple remarketing tactics, develop sophisticated, content-rich campaigns that consistently deliver value to your [target audience](https://www.cmoalliance.com/tailoring-product-storytelling-to-your-target-audience/). By sharing industry insights, practical tips, and exclusive content, you not only keep your brand at the forefront of potential customers' minds but also establish your company as a trusted authority in your field. ### B2C demand generation example: PrettyLittleThing PrettyLittleThing employs a highly targeted [email marketing strategy](https://www.cmoalliance.com/your-guide-to-b2b-email-marketing/), consistently engaging its subscriber base with timely offers and event-driven campaigns. A prime example is their end-of-month "Payday" campaign, where they strategically time their communications to coincide with when their audience is most likely to have disposable income. This campaign not only acknowledges the financial rhythm of their customers' lives but also [incentivizes purchases](https://www.cmoalliance.com/incentive-marketing/) with a compelling 30% discount on nearly their entire inventory. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2024/08/Pretty-Little-Thing-Revenue-Marketing-Alliance.jpg) Source: [PrettyLittleThing](https://www.prettylittlething.com/) This demonstrates a deep understanding of [customer behavior](https://www.cmoalliance.com/hybrid-attribution-model-to-understand-buyer-behavior/) and purchasing patterns, allowing PrettyLittleThing to capitalize on moments of high buying intent. By aligning their marketing with their customers' financial cycles, they significantly increase the likelihood of [conversion](https://www.cmoalliance.com/5-ways-to-build-converting-email-campaigns/). Also, consistent nurturing through regular, relevant communications keeps the brand top-of-mind, fostering [customer loyalty](https://www.cmoalliance.com/how-to-increase-customer-retention-rate-and-boost-customer-loyalty/) and repeat purchases. The addition of targeted discounts creates a sense of urgency and exclusivity, driving immediate action. Plus, this strategy allows PrettyLittleThing to stand out in a crowded e-commerce landscape by providing value at the right time, potentially capturing sales that might otherwise go to [competitors](https://www.cmoalliance.com/win-against-competitors-by-knowing-your-customers/). By combining timing, relevance, and incentives, PrettyLittleThing effectively stimulates demand and maximizes customer lifetime value. ## Customer success stories Another great strategy is transforming referral programs into in-depth [case studies](https://www.cmoalliance.com/what-is-a-case-study-in-marketing/) and success stories. Make sure to highlight the tangible benefits and ROI that existing customers have achieved, inspiring others to seek similar results. ### B2C demand generation example: Airbnb Airbnb strategically maintains a blog showcasing inspiring Host success stories, serving a dual purpose in their demand generation efforts. These narratives not only motivate potential Hosts to join the platform, expanding Airbnb's inventory but also humanize the hosting experience for potential guests. By featuring stories like "[Superhost spotlight: filling a home with life after loss](https://www.airbnb.co.uk/resources/hosting-homes/a/superhost-spotlight-filling-a-home-with-life-after-loss-66)," which chronicles a widow's journey of healing through hosting, Airbnb creates [emotional connections](https://www.cmoalliance.com/how-to-build-emotional-connections-through-b2b-brand-storytelling/) with its audience. > “Hosting became a way to be a little less of a hermit. It became a reason why I had to keep the house clean, a reason why I put on a brave face. You have to pick yourself up a little bit. Those were all good things. > “I remember Mike with each person who comes in. It’s both saddening and empowering.” > **Marianne, SuperHost at Airbnb** This approach is vital for demand generation as it addresses both sides of Airbnb's marketplace. For potential hosts, these stories act as powerful testimonials, illustrating the financial and personal benefits of joining the platform. Simultaneously, for guests, these narratives build trust and empathy, making the idea of staying in a stranger's home more appealing and less daunting. By highlighting the human element behind each listing, Airbnb differentiates itself from traditional accommodations, fostering a sense of community and authentic experiences. This strategy not only attracts new users to the platform but also enhances brand loyalty, driving long-term demand through emotional engagement and word-of-mouth marketing. [Measuring and analyzing demand generation campaignsWhen it comes to demand generation, the path from conceptualization to successful execution involves meticulous strategy and continuous refinement. In this article, discover the foundational elements of successful demand generation campaigns.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2024/07/android-chrome-192x192--1-.png)Revenue Marketing AllianceJessica Brown![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1200/2024/05/Measuring-and-analyzing-demand-generation-campaigns.jpg)](https://www.cmoalliance.com/measuring-and-analyzing-demand-generation-campaigns/) ## Interactive product experiences Instead of simple giveaways purely to gain lead information, try and create interactive online demos or free trials that allow potential customers to experience your product's value firsthand. ### B2C demand generation example: Sky Sky strategically offers a comprehensive one-month free trial to potential customers, bundling multiple features including access to premium content like Netflix. This trial period allows users to fully immerse themselves in Sky's platform. The extended duration of the trial is carefully calculated to integrate Sky's services into the user's daily entertainment routine. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2024/08/Sky-free-trial-Revenue-Marketing-Alliance.png) Source: [Sky ](https://www.sky.com/) This significantly lowers the barrier to entry, allowing hesitant consumers to experience the full value of Sky's offerings without financial commitment. Also, the inclusion of popular third-party services like Netflix enhances the perceived value proposition, making the offer more attractive to a broader audience. The month-long duration is particularly noteworthy, as it gives users time to get into the habit of using Sky's services. As customers integrate these features into their daily lives, the trial creates a "new normal" in their entertainment consumption. When the trial ends, the sudden absence of these services creates a notable gap, triggering a psychological effect known as “[loss aversion](https://thedecisionlab.com/biases/loss-aversion)”. This makes customers more likely to convert to paid subscriptions to maintain their newfound entertainment lifestyle. Not only this, but this extended trial period allows Sky to gather valuable user data and viewing habits, enabling them to tailor future marketing efforts and potentially upsell premium packages based on individual preferences. Here, Sky not only generates immediate demand but also plants the seeds for long-term [customer relationships](https://www.cmoalliance.com/what-a-successful-demand-generation-and-product-marketing-relationship-should-look-like/) and potential upgrades, driving sustained revenue growth. [How to create compelling demand generation campaignsWhile many companies traditionally focused on capturing existing demand, this approach is no longer sufficient.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2024/07/android-chrome-192x192--1-.png)Revenue Marketing AllianceAnastasia Albert![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2024/08/RMA_Sharing_Article_Images_Author-Text--4-.png)](https://www.cmoalliance.com/6-steps-for-powerful-demand-generation/) ## User-generated content campaigns You can transform your demand generation strategy by moving beyond just sharing passive social proof to actively encouraging and highlighting user-generated content (UGC). UGC refers to any form of content – such as text, posts, images, videos, reviews, or testimonials – that’s created and shared by users or customers rather than by the brand itself. UGC is typically shared on [social media platforms](https://www.cmoalliance.com/your-guide-to-b2b-social-media-marketing/), review sites, or other online communities. By using UGC, you not only provide a more authentic demonstration of your product’s value but also foster a vibrant community around your brand. You can then turn satisfied customers into brand advocates, driving deeper engagement and trust, while amplifying your reach through the voices of those who truly believe in your product. ### B2C demand generation example: Coca-Cola Coca-Cola's marketing team launched the "Share a Coke" campaign, leveraging social media and advertising channels to create a highly [personalized experience](https://www.cmoalliance.com/the-importance-of-personalization-in-digital-marketing/). The campaign featured Coke bottles printed with common names, allowing people to find a bottle with their own name or the name of someone they knew. This simple yet innovative idea resonated deeply with consumers, who eagerly began sharing photos of their personalized Coke bottles across social media platforms. The "Share a Coke" campaign quickly became a cultural phenomenon, driving massive engagement and brand visibility. Its success underscores the importance of demand generation, as it not only increased product sales but also strengthened emotional connections with the brand, creating a sense of ownership and personal attachment among consumers. ![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2024/08/share-a-coke-campaign.png) Source: [Coca Cola](https://www.coca-cola.com/gb/en) ## Final thoughts From these real-life campaigns, you can see how demand generation can bring so much more awareness to your brand – and it doesn’t have to be boring. By leveraging creative strategies and engaging content, you can captivate your audience, spark genuine interest, and drive meaningful connections. Whether through innovative storytelling, user-generated content, or interactive experiences, the possibilities are endless. Demand generation isn’t just about attracting attention; it’s about building lasting relationships with your audience and turning interest into action. Read the article below for more information on demand generation strategies for different business stages. [Demand generation strategies for the different business growth stagesIn this article, discover effective demand generation strategies tailored to your company’s growth phase, ensuring your marketing efforts contribute directly to your bottom line.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2024/07/android-chrome-192x192--1-.png)Revenue Marketing AllianceJessica Brown![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1200/2024/04/Demand-generation-strategies-for-the-different-business-growth-stages.jpg)](https://www.cmoalliance.com/demand-generation-strategies-for-business-growth-stages/) ### Essential metrics to measure growth marketing success URL: https://www.cmoalliance.com/measuring-success-growth-marketing-strategies/ Last updated: 2025-08-26T15:35:41.000Z Growth marketing thrives on data-driven decisions, not gut feelings. To consistently achieve your targets and fuel sustainable growth, you need to accurately measure and analyze your efforts. This article explores the crucial process of tracking and evaluating your growth marketing strategies, allowing you to identify what works and what doesn't. We'll focus on: - [Why measuring your growth marketing strategy is important](https://www.cmoalliance.com/measuring-success-growth-marketing-strategies/#why-measuring-your-growth-marketing-strategy-is-important) - [Metrics to measure your growth marketing success](https://www.cmoalliance.com/measuring-success-growth-marketing-strategies/#metrics-to-measure-your-growth-marketing-success) - [Setting up analytics and measurement tools](https://www.cmoalliance.com/measuring-success-growth-marketing-strategies/#setting-up-analytics-and-measurement-tools) - [How to tackle attribution modeling ](https://www.cmoalliance.com/measuring-success-growth-marketing-strategies/#how-to-tackle-attribution-modeling) - [How to calculate return on investment (ROI)](https://www.cmoalliance.com/measuring-success-growth-marketing-strategies/#how-to-calculate-return-on-investment-roi) - [How to continuously optimize and improve your efforts](https://www.cmoalliance.com/measuring-success-growth-marketing-strategies/#how-to-continuously-optimize-and-improve-your-efforts) - [Best practices for communication and reporting](https://www.cmoalliance.com/measuring-success-growth-marketing-strategies/#best-practices-for-communication-and-reporting) For marketers at any level, mastering these measurement methods is key to gaining a competitive edge and driving meaningful results. ## Why measuring your growth marketing strategy is important Measuring your [growth marketing strategy](https://www.cmoalliance.com/what-is-growth-marketing/) is key for product marketers because it helps you see what's working to attract and keep customers, as well as boost revenue. By tracking the right metrics, you can fine-tune your campaigns, make smarter decisions about where to focus your efforts, and adjust quickly to keep your product ahead of the competition. Effectively, doing all of this makes sure that your marketing efforts stay aligned with business goals, leading to consistent and measurable growth. [11 growth strategies you can apply to your businessUnlock 11 proven growth strategies - from strategic partnerships, to customer retention - that you can apply to your business for the best impact.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2024/07/android-chrome-192x192--1-.png)Revenue Marketing AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1200/2024/01/11-growth-strategies-you-can-apply-to-your-business-revenue-marketing-alliance.jpg)](https://www.cmoalliance.com/11-growth-strategies-you-can-apply-to-your-business/) ## Metrics to measure your growth marketing success Measuring growth marketing success involves tracking a range of metrics that reflect the effectiveness of your strategies across different stages of the [customer journey](https://www.cmoalliance.com/improving-the-customer-journey-with-revenue-marketing/). Here are some key ways to measure your growth marketing success: ### 1\. **Customer Acquisition Cost (CAC)** [Customer acquisition cost (CAC)](https://www.cmoalliance.com/a-beginners-guide-to-customer-acquisition/) shows you how much it costs to gain a new customer. This includes factors such as marketing team salaries, advertising costs, and marketing software. **Calculation: Total cost of customer acquisition / Total number of new customers acquired.** CAC can help to determine if the customer lifetime value (more on this next) is within a healthy range. It may also show that it’s very expensive to acquire a new customer, which may indicate your current marketing efforts aren’t as successful as they could be. Or, it may mean your business should focus more on customer retention. ### 2\. Customer Lifetime Value (CLTV or LTV) Customer lifetime value tells you how much a customer is worth to you for the entire time they spend with your business. Many businesses make the mistake of only calculating how much they get from a customer from an initial sale, ignoring the value of a customer further down the line. If you’re providing success for your customers, they should (hopefully) continue to do business with you for a longer period, buying more products and services - especially if your RPR is high. So CLTV can be crucial in determining how successful your customers are and how much you can expect to earn from them - either annually, or over a longer timeframe. Knowing this data isn’t just important in making sure your product marketing strategy is on point, but can also help in forecasting and financial planning. **CLTV can give you two important pieces of information:** - The average length of a relationship with a customer. - How much you can expect to earn from them per year (annual revenue). **To calculate the CLTV find out:** - What the annual revenue is from a customer - How long you’ve been doing business with them - How much it cost to acquire them **Once you’ve figured that out, you can:** - Multiply the annual rate per customer by the relationship length - Then subtract the cost of acquiring them This will tell you your customer lifetime value. One important thing to remember is that the CLTV for a customer can be fluid, as if you calculate it today, it might not have been the end of the relationship with that customer. Their value will have changed in a year’s time if you’re still doing business with them, so make sure to calculate it regularly. ### 3\. Conversion rate [Conversion rate](https://www.cmoalliance.com/understanding-and-identifying-your-customers/) measures the percentage of leads that become paying customers. By tracking conversion rates, sales teams can identify areas to optimize their sales process and improve overall conversion rates. Or you, as the [sales enablement](https://www.cmoalliance.com/what-is-sales-enablement-why-is-it-important/) specialist, can help them do so. Conversion rates can also be tracked across each individual stage of the sales pipeline to more accurately pinpoint potential blockers within the sales funnel. This allows further insight into your sales processes. **Calculation: Number of conversions / Number of leads multiplied by 100\.** Don’t be concerned if your conversion rate looks low - a healthy conversion rate is actually only around 2-5%. With only the most successful companies reaching a conversion rate of 20-25%. If your conversion rate is looking particularly low, it might be time to look at sales processes and training to see where the problem lies. ### 4\. Retention rate [Customer retention rate](https://www.cmoalliance.com/what-is-retention-marketing-a-guide/) is a similar metric to repeat purchase rate, but is more applicable to businesses selling ongoing services, rather than one-off products. Calculating retention rate gives you similar, useful information based on retaining service contracts rather than selling products repeatedly, although both can be used effectively no matter what your business model is. Say if a business starts the year with 100 customers, but loses 25 along the way, it has a 75% retention rate. Of course, this doesn’t take into account new clients, which will in turn affect the overall retention rate. In fact, the value of retention rate is so significant that it embodies an important fact in business: it is far cheaper to keep existing customers than to seek new ones. By increasing retention by merely 5%, you can expect to see profits ride from 25% to 95%. What’s not to like about those figures? ### 5\. Churn rate A high churn rate is a business’ nemesis and the antithesis to customer retention. A churn rate definition would essentially describe the number of people who stopped buying your product or subscribing to your service within any given period of time. Calculating customer churn rate is a top priority for any product marketer. It’s an important metric to have under your belt, albeit not a particularly nice one if you discover you have a high churn rate. But by learning the mechanics of churn, you will be taking your first steps towards customer retention. There are two different types of churn: voluntary and involuntary. A customer who involuntarily churned would be someone who stopped subscribing because they forgot to update their new credit card details and payment bounced. Voluntary churn is when a client chooses to leave your business for a reason stemming from dissatisfaction with the product, price, or service. To work out your churn rate, the formula is pretty simple: **the number of customers lost in a period divided by the number of customers at the beginning of the period.** People churn for different reasons, so it’s a good idea to segment your groups by related reasons for churn. This way, when looking to reactivate churned users, you’ll gauge a more accurate reflection of what needs to be done for each customer. ### 6\. Revenue growth rate Revenue growth rate measures the percentage increase (or decrease) in a company’s revenue over a specific period, such as monthly, quarterly, or annually. This metric is vital for assessing a company's financial health and growth trajectory. A consistent increase in revenue growth rate indicates successful market strategies, effective [product positioning](https://www.cmoalliance.com/mastering-positioning-for-growth/), and increasing [customer acquisition](https://www.cmoalliance.com/a-beginners-guide-to-customer-acquisition/) and retention. **Calculation: ((Current Period Revenue - Previous Period Revenue) / Previous Period Revenue) x 100** For example, if the current period revenue is $1,200,000 and the previous period revenue is $1,000,000, the revenue growth rate would be: (($1,200,000 - $1,000,000) / $1,000,000) x 100 = 20%. ### 7\. Net Promoter Score (NPS) Your net promoter score (NPS) is a simple case of good minus bad. When presented with a scale, ordinarily between 1-10, customers can choose a score that represents their likelihood of recommending your product or service to others. You can break down the scores into categories of promoters (9-10), passives (6-8), and detractors (0-5). Just ask your customers the following: ‘On a scale of 0 to 10, how likely are you to recommend this product/company to a friend or colleague?’ - For those who vote 9-10, they’re your promoters. They’re the ones you want to nurture! - Those who score between 6-8? They’re more of a passive customer who isn’t likely to recommend your brand. - The dreaded detractors are categorized with a score 0-5 - you want to change this number ASAP. To work out your net promoter score, you simply subtract the number of detractors from your promoters. You might be wondering about factoring the passives into all of this. Well, that’s a good question, but ultimately if people feel that apathetically about your product or service, chances are they won’t bother spreading the word, whether it’s good or bad. [How to optimize the growth marketing funnel with dataImprove your growth marketing funnel by utilizing A/B and multivariate testing, SEM, social media, CRO, automation, and referral and influencer marketing.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2024/07/android-chrome-192x192--1-.png)Revenue Marketing AllianceStevie Langford![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1200/2024/05/How-to-optimize-the-growth-marketing-funnel-with-data-1.jpg)](https://www.cmoalliance.com/how-to-optimize-the-growth-marketing-funnel-with-data/) ## Setting up analytics and measurement tools You can't improve what you don't measure, right? That's why setting up the right analytics and measurement tools is step one. These tools will give you the data you need to make informed decisions and prove the return on investment (ROI) of your marketing efforts. Start by implementing an established web analytics platform like Google Analytics. It'll track everything from website traffic sources and user behavior to conversion rates and revenue data. Don't just set it and forget it, though. Spend time configuring goals, funnels, and custom event tracking to capture the metrics that matter to your business. For campaigns across different channels, look into channel-specific [analytics](https://www.cmoalliance.com/how-revenue-analytics-can-drive-exponential-growth/) tools as well. Facebook Ads Manager, Google Ads, email marketing platforms, and customer relationship management (CRM) platforms like HubSpot all offer in-depth performance data you'll want to tap into. When it comes to tools for data collection, startups, scaleups, and enterprise companies each have different needs based on their business size and resources. 💡 We recommend these [****18 tools for data collection**](https://www.revenuemarketingalliance.com/18-tools-for-data-collection-in-2024/), where we’ve provided key information like explanations, pricing plans, and links, so you don’t have to go searching! Bad data *in* means bad insights *out*. So data accuracy and integrity should be a top priority. [Research from Gartner](https://www.gartner.com/smarterwithgartner/how-to-improve-your-data-quality) shows poor data quality costs organizations an average of **$12.9 million** annually. Regularly audit your tracking setup and clean your data to ensure you’re getting a clear picture. ### **Data cleaning techniques can look like this:** - Eliminating duplicate data. - Removing irrelevant data, like tracking codes and HTML tags, for example. - Making sure the text is consistent: Look out for mixed capitalization, no spaces between names, middle names, etc. - Converting data types. For example, some data may be added as “01/01/24” vs. January 1st, 2024. - Clearing formatting: If you’re taking data from multiple sources, there might be different formats depending on your sources or documents. - Removing errors: Spelling mistakes or extra punctuation can mean you’re connecting with people who haven’t opted to be communicated with or you’re not actually reaching your customers. Utilizing the right analytics and measurement tools can seriously help your growth marketing efforts. But you need to ensure your data is clean if you’re to garner real, valuable insights. > *“Relying on data is key, but it's not always readily available in the right format. As a seasoned marketer, I've witnessed the frustration when data doesn't align with expectations or lacks clarity. That's why I emphasize the importance of regularly reviewing reports with the team and clarifying metrics.* > *“It's fantastic to see young marketers embracing a data-driven mindset, but without experience, interpreting data can be tricky. That's why fostering a culture of collaboration and open communication is crucial. By ensuring everyone understands the origins and limitations of the data, we can make informed decisions that drive growth.* > *“In my experience, not all metrics are interpreted the same way. That's why it's essential to have discussions and alignment sessions to ensure everyone is on the same page. By collectively understanding the nuances of the data, we can make smarter decisions and propel our growth marketing efforts forward.”* [**Britta Agel**](https://www.linkedin.com/in/britta-kristin-agel/)**, Global Director of Marketing Strategy & Planning at Spryker** ## How to tackle attribution modeling Once you've got your data in order, it's time to tackle [attribution modeling](https://www.cmoalliance.com/hybrid-attribution-model-to-understand-buyer-behavior/). This is all about understanding which marketing touchpoints are contributing to conversions and revenue. There are different attribution models out there from AI-based software, Facebook’s attribution tool, or the standard Google Analytics attribution models. They’re generally split into two main varieties: **Single-touch and multi-touch.** ### Single-touch attribution Single-touch attribution is like an old-school flip phone; it does the job, but you’re missing out on a lot of features. Single-touch attribution models assign the credit of a conversion to a single, specific touchpoint in the buyer’s journey. While they’re simple to implement, they provide a limited view. Single-touch models might look like “first-touch,” “last-touch,” and “last non-direct touch.” First-touch and last-touch attribution gives 100% of the credit to the first or last interaction a customer has with your business before converting. While a last non-direct touch attributes the credit to a specific source or asset before conversion, like an ad campaign, email, or newsletter. [![Growth marketing eBook: Growth marketing that scales: A practical guide](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2024/06/CTA-banner-growth-marketing-ebook-1.png)](https://www.cmoalliance.com/growth-marketing-that-scales-practical-guide/) ### Multi-touch attribution Multi-touch attribution, on the other hand, is the smartphone of attribution models. It recognizes that a [customer’s journey](https://www.cmoalliance.com/improving-the-customer-journey-with-revenue-marketing/) isn’t a single step but a series of interactions across different channels and platforms. This type of attribution model gives you a deeper insight into the entire customer journey, providing a clear picture of the influence each touchpoint has had which has led to the final conversion. It lets you see which campaigns, channels, and tactics prove effective, which allows you to efficiently manage your marketing budget and optimize your campaigns. Every customer interaction holds value. [Marketing attribution](https://www.cmoalliance.com/marketing-attribution-streamlining-customer-touchpoint/) helps you recognize that value, learn from it, and use it to guide your marketing efforts. Don't just go with the default, though. Test out different models, analyze the impacts, and select the one that best [aligns with your marketing and sales processes](https://www.cmoalliance.com/processes-for-supporting-sales-and-marketing-alignment/). ## How to calculate return on investment (ROI) Okay, you're tracking metrics, and you've got your attribution model nailed down – now it's time to prove your marketing ROI. The goal of ROI is to make more money than you spend, but determining the ROI of your marketing campaigns can be tough because you’ll likely have different marketing tactics on the go at the same time. If you’re using a [pay-per-click (PPC) strategy](https://www.cmoalliance.com/preparing-for-b2b-ppc/), the platform you’re using may automatically calculate your ROI for you. However, when you look at the likes of content marketing, things get a little less clear. For content, tracking URLs and other tech are on hand to help shed light on the advantages of content marketing, particularly when looking at growth and marketing qualified leads (MQLs). Many organizations set their ROI benchmarks by looking at the return from similar tactics used in the past plus current sales numbers. 🔎 According to [****HubSpot**](https://blog.hubspot.com/marketing/measure-content-marketing-roi), a simple formula you can follow for calculating marketing ROI is as follows: ****\[((number of leads x lead-to-customer rate x average sales price) - cost or ad spend) ÷ cost or ad spend\] x 100.** **To use this formula, you need to first identify a few things:** - **Number of leads**: How many people converted to a lead? - **Lead-to-customer rate**: What percentage of leads became a customer? If 12 out of 100 leads become a customer, your lead-to-customer rate would be 12% or 0.12. - **Average sales price**: The average price of your product. An average can be helpful if you occasionally apply discounts or alter pricing in other ways. - **Cost of ad spend**: How much did you spend on creating and promoting the marketing campaign? Here, you can factor in costs including ad spend, hourly wages of people who put time into the project, or costs related to producing content. Don't forget to account for things like attribution windows, seasonality effects, and changing market conditions. Take into account non-financial factors, too. Things like social media engagement, website traffic, and even a feeling of increased customer satisfaction and loyalty have a hand in your marketing ROI. > *"Spending more money on ads that deliver higher CTR or more leads is easy. To drive more impact though, invest in ads that deliver true SQLs or opportunities, even if that means sacrificing lead volume. This is where real growth happens."* [**Nick Mamouzellos**](https://www.linkedin.com/in/nickmamou/)**, Director of Demand Generation EMEA at LRN** ## How to continuously optimize and improve your efforts You know as well as we do, once you have your optimization all figured out, that’s just the beginning. Continuous improvement needs to be just that – continuous. Make sure you’re always testing and improving. That’s how you ensure you’re grabbing any opportunities that arise; [turning weaknesses into strengths](https://www.cmoalliance.com/a-guide-to-swot-analysis-for-b2b-marketing/) and keeping on the never-ending path to growth. Run [A/B tests](https://www.cmoalliance.com/is-a-b-testing-still-relevant-in-b2b-marketing/) and multivariate experiments to fine-tune every aspect of creative messaging, audience targeting, offers, and incentives, you name it. Let the performance data guide you toward the highest-converting combinations. But don't just test in isolation – look at the bigger picture, too. Maybe your Facebook ads are crushing it, but your landing pages are leaking conversions. Or perhaps your [SEO](https://www.cmoalliance.com/googles-march-core-update-future-of-seo/) is on point, but you're struggling with activation and retention down the funnel. Constantly reevaluate your full-funnel customer journey. Use tools like on-site surveys, session recordings, and cohort analysis to identify drop-off points and areas of friction. Then take that qualitative and quantitative feedback to systematically improve the experience for your customers, and growth will follow. > *"Data analysis and reporting can definitely help with campaign optimization and improvement. It is almost a given.* > *"Seeking constructive feedback from your product, sales, and customer success teams is not though. Be open (and not afraid) to receive your peers' qualitative opinions and thoughts across all levels to become better and deliver the results you need."* [**Nick Mamouzellos**](https://www.linkedin.com/in/nickmamou/)**, Director of Demand Generation EMEA at LRN** ## Best practices for communication and reporting If you want to maintain buy-in and keep those budgets flowing, you've got to communicate your marketing performance – and communicate it well: Dry reports and overwhelming data dumps just won't cut it. Focus on telling a clear, compelling story with your reporting. Use visualizations to highlight key metrics and trends, and remember to provide context: Analyze root causes, and outline your optimization priorities. Marketing requires [cross-functional collaboration](https://www.cmoalliance.com/cross-functional-collaboration-in-revenue-marketing/). So, when you’re communicating across different departments, make sure to tailor your messaging. Sales teams may care more about pipeline contribution, while executives want a high-level view of growth and ROI. Speak their language and tell them what they need to hear. Dare to be creative. Go beyond standard reports and dashboards; interactive presentations, data stories, and even video updates can be powerful communication tools in the right scenarios. Framing your performance narrative thoughtfully and making data truly actionable is just as important as the insights themselves. It's how you'll cement yourself as a strategic, ROI-driven growth leader. ## Final thoughts Effectively measuring the success of your growth marketing strategies is vital for achieving sustainable results and continuous improvement. Setting up helpful analytics tools, ensuring data accuracy, employing precise attribution models, and calculating your marketing ROI all work in tandem to provide you with valuable insights into your campaigns' performance. Continuous optimization and a strategic approach to data analysis will empower you to make informed decisions, drive growth, and [maintain a competitive edge](https://www.productmarketingalliance.com/5-effective-strategies-for-competitive-monitoring/). Remember, the key to successful growth marketing lies not only in collecting data but in turning that data into actionable insights that propel your business forward. ## **Want to learn more about growth marketing?** We’ve got just the thing for you. [**Growth marketing that scales: A practical guide**](https://www.cmoalliance.com/growth-marketing-that-scales-practical-guide/) is your no-nonsense handbook for scalable, repeatable growth that propels your business to new heights. **You'll gain a competitive edge by:** 🎓 Mastering the core principles behind growth marketing 🎯 Developing a strong growth strategy 📊 Optimizing your marketing funnel 🔮 Creating tailored customer content And more, including real-world case studies from marketing pros! Get your copy today. 👇 [![Growth marketing eBook: Growth marketing that scales: A practical guide](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2024/06/Blog-meta-growth-marketing-ebook-3.png)](https://www.cmoalliance.com/growth-marketing-that-scales-practical-guide/) ### 6 steps for powerful demand generation campaigns URL: https://www.cmoalliance.com/6-steps-for-powerful-demand-generation/ Last updated: 2025-08-26T15:36:32.000Z In the B2B tech industry, generating demand is critical to drive growth. While many companies traditionally focused on capturing existing demand, this approach is no longer sufficient. Only about 5% of potential customers are actively in the market for your product at any given time, leaving the remaining 95% unaware of their need or your solution. This underscores the importance of creating demand to reach and engage this broader audience. In this article, we will explore how to [create compelling demand generation campaigns](https://www.cmoalliance.com/creating-demand-gen-campaigns-for-nonprofit-organizations/) by understanding your target audience, setting clear objectives, selecting the right channels, crafting engaging content, and measuring success. ## **Understanding your target audience** The first step in creating an effective demand generation campaign is deeply understanding your [ideal customer profile (ICP), buyer personas](https://www.cmoalliance.com/ideal-customer-profile-vs-buyer-personas/), and the buyer decision process. ### **Defining your ICP and personas** Understanding your [target audience](https://www.cmoalliance.com/what-is-targeting-in-marketing/) begins with defining your ICP and buyer personas. Segment your audience based on criteria such as industry, geo location, company size, revenue, or customer focus. Additionally, identify any red flags or negative signals that might indicate a poor fit for your product. Within each segment, key personas will emerge, including decision-makers, champions, and influencers who play crucial roles in the buying process. ### **Creating persona profiles** To effectively target these personas, create detailed persona cards. These should include job titles, goals, challenges, real quotes, [key performance indicators](https://www.cmoalliance.com/understanding-kpis-in-customer-acquisition/) (KPIs), common objections, and how your product can address their pain points. This deep understanding allows you to tailor your [messaging](https://www.cmoalliance.com/how-to-nail-your-product-messaging/) and ensure it resonates with the specific needs and challenges of your audience. [How to improve your marketing personasPersonas are a fundamental part of any B2B marketing strategy. Whether you’re launching a new product or feature, revisiting sales assets, or building a product demo, they should be at the forefront of your mind throughout and shape what you create - and how.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2024/07/android-chrome-192x192--1-.png)Revenue Marketing AllianceLawrence Chapman![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2024/08/RMA_Website_Article_Images_Doodles--8-.png)](https://www.cmoalliance.com/how-to-improve-your-marketing-personas/) ### **Creating your target account list** If you are running a campaign for the enterprise or mid-market segment, you will need to create a target account list. For your campaign to be successful, build audiences as homogeneous as possible to be able to provide highly relevant content and messaging. When building your list you might want to be even more granular, e.g. focusing on only one specific industry at a time. Of course your list needs to be big enough to be eligible for certain channels (e.g. [LinkedIn](https://www.linkedin.com/company/revenuemarketingalliance)), so keep that in mind when creating your target account list. Depending on the size of the audience, you'll choose one channel vs. another. ## **Setting campaign objectives** Once you understand your audience, it's crucial to set clear and measurable campaign objectives, KPIs and Metrics. A common mistake is confusing KPIs with metrics. While a campaign may have several metrics to track its success, it should focus on one primary KPI (per objective) that aligns with the overall business goal. For instance, if your goal is to increase consideration of buying your product, the KPI is product consideration, while the supporting metrics could include engagement rates, webinar signups / participants, content downloads etc. See the below overview for clarification: | | KPIs | Campaign metrics | | -------------------- | ------------------------------------- | ---------------------------------------------------- | | Answers the question | Did I succeed or fail? | Why did I succeed or fail? | | By capturing | Marketing objectives of your business | The mechanisms of delivery or marketing objectives | | How many? | One per objective | Many, if they are relevant | | Example | Increase product consideration | Engagement rates, webinar signups, content downloads | *This framework is from “*[*Think with Google*](https://www.thinkwithgoogle.com/intl/en-emea/marketing-strategies/data-and-measurement/kpis-essential-framework/#:~:text=KPIs%20measure%20the%20end%20result,impact%20we%20are%20looking%20for.)*”.* Ensure that your campaign objectives align with broader business goals. This alignment ensures that every marketing effort contributes to the company’s growth and success. ## **Crafting content** Content is at the heart of any [demand generation campaign](https://www.cmoalliance.com/tactics-for-building-demand-generation-strategies/). It's essential to consider where your audience is in the buyer’s decision journey and what they need at each step in order to buy. While some prospects may be unaware of their need for your product, others may be actively evaluating solutions already. And B2B buying journeys are more and more complex and need more touchpoints. While B2B marketers often think in terms of buyer stages, it’s important to not limit content to certain prospects, because you assume they are in that current stage. It’s almost impossible to gauge the current buyer stage, so showing different content to your audience allows them to self-select what is most relevant. [The content you create](https://www.cmoalliance.com/content-marketing-for-different-stages-of-the-buyers-journey/) must be relevant and valuable to your audience, have unique perspectives, proprietary data or feature thought leaders or top voices from the industry. A great framework to use in order to establish how much expertise you need to create your content and if you can do it in-house or outsource it, is the [2x2 framework by Norman Rohr](https://www.linkedin.com/posts/normanrohr%5Fcontentmarketing-b2bmarketing-seo-activity-7131647493066358784-h5Aw?utm%5Fsource=share&utm%5Fmedium=member%5Fdesktop). For example, if you are a cyber security provider targeting CIOs / CISOs, the level of expertise you need to create content will be very high. There is probably also no such thing as upper funnel content as this audience is generally quite aware of the risks of cyber attacks. They are also more likely to listen to industry experts than companies, so you will need trusted voices to be featured or be the author of the content piece. A great example for data driven content from my time at Project A Ventures, was one of our portfolio companies Uberall. The customer experience platform used its own proprietary location data to showcase the best location management platforms. ### **Exploring content formats** Different formats resonate differently with audiences. While white papers are common in [B2B marketing](https://www.cmoalliance.com/the-fundamentals-of-b2b-marketing/), they must be in-depth and provide substantial value to be effective. Don’t underestimate the power of educational content delivered through videos, webinars, LinkedIn events, or even short, ungated snippets. These formats can serve as effective entry points to introduce your product and engage your audience. [Chris Walker](https://www.linkedin.com/in/chriswalker171/), founder of Refine Labs, has famously introduced live Q&A sessions with marketing folks to get direct feedback on his principles and ideas. You can leverage partnerships to get maximum exposure on created content. I have launched successful content campaigns with Hubspot, where we promoted an ebook on automation in ecommerce. Again the formats really depend on your target audience and what their daily routines look like. To give an example I have used a Black Friday checklist targeting ecommerce companies preparing them for Black Friday. That said, timing is everything! As ecommerce businesses have clear peak seasons, you better not launch your checklist shortly before Black Friday. [Demand generation strategies for the different business growth stagesIn this article, discover effective demand generation strategies tailored to your company’s growth phase, ensuring your marketing efforts contribute directly to your bottom line.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2024/07/android-chrome-192x192--1-.png)Revenue Marketing AllianceJessica Brown![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1200/2024/04/Demand-generation-strategies-for-the-different-business-growth-stages.jpg)](https://www.cmoalliance.com/demand-generation-strategies-for-business-growth-stages/) ## **Selecting the right channels** As you have seen above, buyer decision journeys are complex and need multiple touchpoints, so when it comes to choosing appropriate channels, think holistically and multichannel not just in terms of paid channels, but also in terms of owned channels like email to continue the journey after acquisition. To select the right channels, start by analyzing where your target audience is most active. Different buyer personas may favor different platforms based on their roles, industries, and preferences. Ask the following questions: How does your target audience realize the pain? Do they see something on LinkedIn? Do they visit a specific event? Do they follow a certain industry expert? The channel mix will differ a lot depending on whether you are an SME, mid-market or enterprise play. For example: - **C-level executives at large enterprises:** These decision-makers might spend more time at exclusive conferences, trust only specific sources and are rather reactive. - **Mid-level managers at SMEs:** These professionals might use platforms like Meta for entertainment. They might also attend webinars or online workshops to enhance their skills. - **Technical professionals:** Developers and IT managers might be more inclined to engage with content on GitHub, Stack Overflow, or industry-specific communities. Once you’ve identified where your audience spends their time, consider how different content formats perform across these channels. Some examples on how to choose the right content format: - **Video content:** Videos are highly engaging and can convey complex information quickly. They perform exceptionally well on platforms like [YouTube](https://www.youtube.com/@RevenueMarketingAlliance), LinkedIn, and [Meta (Facebook)](https://www.facebook.com/RevenueMarketingAlliance/). For example, a product demo video or a customer testimonial can attract significant attention on YouTube, while short, informative videos might resonate more on LinkedIn. - **Webinars and virtual events:** Webinars are excellent for in-depth educational content and are best promoted through email campaigns, LinkedIn events, or partnerships with industry organizations. - **Written content** like articles, white paper, reports or case studies can be versatile. LinkedIn and Meta are strong platforms for sharing thought leadership articles, while trusted media or research organizations can give you credibility for reports. ## **Coordinating with sales** It’s critical to ensure your sales team is aligned with your [demand generation](https://www.cmoalliance.com/demand-gen-vs-demand-capture-whats-the-difference/) efforts. Provide detailed briefings that outline campaign goals, key messages, and follow-up sequences. I usually let content suggest followup sequences for the BDR team, however, they should be able to adapt the templates based on their own best practices and tonality. This collaboration ensures that leads generated by the campaign are effectively nurtured through the sales pipeline. Set clear handover processes – when is the prospect ready to speak to sales? How many signals are needed? Or what is the right trigger? This one isn’t very easy. There is no right or wrong. There is just testing and adjusting your scoring to get best results. ## **Measuring success** In cases of long sales cycles, calculating ROI can be challenging. Instead, focus on measuring pipeline contribution from marketing efforts. For campaigns with shorter sales cycles, ROI can be calculated more directly by tracking closed deals within a specific period. For [account-based marketing](https://www.cmoalliance.com/innovating-abm-to-optimize-buyer-experience-and-revenue-growth/) (ABM/ ABX) campaigns, it’s important to monitor progress with target accounts on a weekly basis. These initiatives require close collaboration between marketing and sales, and reporting should reflect this joint effort. The most suitable metric for ABM/ ABX is account engagement. As already stated above, different KPIs, channels and formats will require different metrics. For example, video content on Facebook might be measured by video views rather than clicks, indicating engagement. Select metrics that provide meaningful insights into your campaign's effectiveness based on the channel used. Be sure to separate source levels (inbound/ outbound/ partner/ ABX, [paid social](https://www.cmoalliance.com/the-complete-guide-to-driving-lead-generation-with-paid-social-media-ads/), LinkedIn) and conversion types (webinar, ebook etc.) to be able to report on your success. Last but not least, decide on your attribution model, whether first touch, last touch, or a multi-touch approach like V-shape or W-shape, is essential for accurate performance measurement. [Measuring and analyzing demand generation campaignsWhen it comes to demand generation, the path from conceptualization to successful execution involves meticulous strategy and continuous refinement. In this article, discover the foundational elements of successful demand generation campaigns.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2024/07/android-chrome-192x192--1-.png)Revenue Marketing AllianceJessica Brown![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1200/2024/05/Measuring-and-analyzing-demand-generation-campaigns.jpg)](https://www.cmoalliance.com/measuring-and-analyzing-demand-generation-campaigns/) ## **Conclusion** Creating compelling demand generation campaigns requires a deep understanding of your target audience, clear and measurable objectives, unique expert content, strategic channel selection, and clear reporting structure. By following these steps and continually optimizing your efforts, you can successfully generate demand, engage your audience, and drive growth for your business. --- **Anastasia Albert, Founder of B2B Practitioners** 12 years of experience in marketing, tech & venture development, 2 exits, 2 unicorns, 1 failed startup. As LSE alumna, Anastasia started her career at Scholz & Friends, a top agency in Germany, and then joined the vibrant tech scene in Berlin. She worked with B2B tech companies, helping them grow and get acquired by big names like SAP and Swisscom. At the operational venture capital fund, Project A Ventures, Anastasia led marketing and helped startups, scale-ups and private equity investments with growth related topics. Her projects included companies like healthcare unicorn Kry, fintech unicorn Trade Republic and customer experience platform Uberall. Later, Anastasia took over Growth Marketing at Xentral, a business software backed by venture capital firm Sequoia. She led a team of digital, content, field and partner marketers and played a key role in laying the foundations for growth. In 2023 Anastasia founded B2B Practitioners – a Go-To-Market advisory focused on B2B tech companies. --- *Another very important aspect of creating campaigns is ensuring your marketing and sales teams are aligned!* [*Download our playbook*](https://www.cmoalliance.com/marketing-and-sales-alignment-playbook/) *to start seeing:* - Increased revenue - Improved customer retention - Better win rates - Increased renewals [Marketing and Sales Alignment PlaybookMany organizations struggle to get their marketing and sales teams aligned. That’s why we’re delighted to introduce our Marketing and Sales Alignment Playbook!![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2024/07/android-chrome-192x192--1-.png)Revenue Marketing AllianceHannah Wesson![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1200/2022/10/RMA_Marketing_and_Sales_Alignment_Playbook_Blog_1.png)](https://www.cmoalliance.com/marketing-and-sales-alignment-playbook/) ### What is growth marketing? URL: https://www.cmoalliance.com/what-is-growth-marketing/ Last updated: 2025-08-26T15:36:51.000Z So you've heard the term “growth marketing” or “growth hacking” thrown around a lot and you're not sure what it means? Don't worry, you're not alone. It might seem like there are a million marketing-related terms out there, but we’re going to break down the fundamentals of growth marketing so you understand what it can do for your business. So, what is growth marketing? In short, growth marketing is the process of finding and exploiting scalable opportunities to grow a business. It can be applied to both early-stage and established businesses, and the goal is always to generate more revenue with less effort. There are several benefits to growth marketing, but the most important is that it allows businesses to focus on what's working, and replicate that success. Growth marketing also tends to be more data-driven than other marketing strategies, so it's easier to track and measure results. It can also be extremely flexible and can be adapted to pretty much any business model. - [What is growth marketing](https://www.cmoalliance.com/what-is-growth-marketing/#what-is-growth-marketing) - [Growth marketing vs traditional marketing](https://www.cmoalliance.com/what-is-growth-marketing/#growth-marketing-vs-traditional-marketing) - [What is a growth marketer](https://www.cmoalliance.com/what-is-growth-marketing/#what-is-a-growth-marketer) - [Implementing growth marketing](https://www.cmoalliance.com/what-is-growth-marketing/#how-to-implement-a-growth-marketing-strategy) ## What is growth marketing? Firstly, let’s dive deeper into what growth marketing really is. You’re likely already familiar with traditional marketing, where you use the same tried and tested techniques for attracting customers, often relying on the “set it and forget it” model. However, growth marketing is more experimental and focuses on optimizing tests incrementally to determine the best approach. Growth marketing is essentially marketing optimization that aims to help companies grow and enable [customer loyalty](https://www.cmoalliance.com/how-to-increase-customer-retention-rate-and-boost-customer-loyalty/). With growth marketing, you launch a series of tests throughout the funnel to better get a grasp of prospect interest, intent, and product-market fit. You then use data and data analysis to implement better, and more effective strategies to promote overall growth, using insights to continuously adjust your campaigns. The “growth” in growth marketing can refer to gaining more customers, boosting revenue, or even just gaining brand recognition. It all starts with gaining information on which [marketing channels](https://www.cmoalliance.com/which-channels-should-you-focus-on-for-abm/) are the most effective and then focusing your efforts on the ones that the data most supports. [11 growth strategies you can apply to your businessUnlock 11 proven growth strategies - from strategic partnerships, to customer retention - that you can apply to your business for the best impact.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2024/07/android-chrome-192x192--1-.png)Revenue Marketing AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1200/2024/01/11-growth-strategies-you-can-apply-to-your-business-revenue-marketing-alliance.jpg)](https://www.cmoalliance.com/11-growth-strategies-you-can-apply-to-your-business/) ### What is market growth? While growth marketing focuses on strategies to expand a company's customer base and revenue, market growth refers to the overall expansion of demand within a specific market or industry. Market growth is a broader concept that looks at how the entire market for a product or service is increasing, rather than the growth of an individual company. Market growth can be driven by various factors, including: 1. Demographic changes 2. Technological advancements 3. Shifts in consumer preferences 4. Economic conditions 5. Regulatory changes Understanding market growth is crucial for businesses as it helps them identify opportunities for expansion and gauge the potential for their products or services. A growing market can create opportunities for both established companies and new entrants to increase their sales and market share. While growth marketing aims to capitalize on market growth through targeted strategies, the concept of market growth itself is more about the bigger picture of industry-wide trends and opportunities. ## Growth marketing vs traditional marketing One of the crucial differences between growth marketing and traditional marketing is that growth marketing focuses on the entire [customer journey](https://www.cmoalliance.com/improving-the-customer-journey-with-revenue-marketing/) through the marketing funnel, rather than just top-of-funnel (TOFU). Traditional marketing typically looks at the awareness and acquisition phase of the funnel, concentrating on building [brand awareness](https://www.cmoalliance.com/brand-awareness/) without looking into what happens after a prospect converts into a customer. With this type of marketing, marketers hand prospects over to the sales team and then wash their hands of them, heading back to their usual marketing activities to drive and generate even more leads, with no clue as to what became of their handed-off leads. But growth marketing looks at the funnel in its entirety, from brand awareness through to referral and beyond. The goal of growth marketing is to take that brand awareness, convert website visitors into customers, and then provide a great customer experience that will eventually turn your customers into brand advocates. ![Traditional marketing vs growth marketing](https://lh6.googleusercontent.com/jrYdGAlH9UEYydojPc2o6K4xvQjC_v8YxhN6fUz7F9PEm9fIlcgHS830BO-VHlwaoFHvNaqrAX-J_TdsFRth6mqPM1XhibUm3oF17syyW-47GFXTzxufmJFDCIo1WT5vDQCgnaaY7gqQvCuhfYEg6-9x2Gwo-IbmZKlaGJl0Qva4zuTHDjTudOEbLQ) Traditional marketers will often run high-cost campaigns but rarely have the tools in place to [measure the ROI](https://www.cmoalliance.com/continuously-improve-your-revenue-and-roi-with-real-marketing-measurement/) of that campaign. They aim to achieve maximum awareness but can be uncertain of the effectiveness of the campaign. Their decisions are based on tried and tested theories and pre-established frameworks, but these will not always apply to all company types/sizes or goals. Growth marketers use a data-driven approach to everything they do, so there’s no room for guesswork. Everything is measurable, trackable, and can be calculated. Here’s [what growth marketers do at each stage of the funnel](https://www.cmoalliance.com/the-key-stages-of-the-growth-marketing-funnel/): ### Awareness Awareness includes brand-building activities that inform prospects about your business, products, and services. This can include paid campaigns, social media campaigns, and optimized content. Growth marketers will test multiple message variations to determine which receives the most engagement. ### Acquisition [Acquisition](https://www.cmoalliance.com/customer-acquisition-in-the-marketing-mix-strategies-for-sustainable-growth/) is acquiring new customers, like when a customer signs up for gated content or a free trial. This is a crucial step in growth marketing, as it allows for experimentation with conversion optimization to ensure the highest number of form submissions. Whether it’s with alterations to [messaging](https://www.cmoalliance.com/messaging-and-positioning-customer-journey-continuum/), button orientation, use of color, etc., everything can be adjusted to produce better results. ### Activation Activation is getting prospects to use the product or service as soon as possible, it forms part of the customer onboarding process. Users who engage more quickly with a product or service are more likely to return to the platform. Growth marketers can use customer data and analytics to implement initiatives to get customers engaging straight away to improve return rates and renewals. ### Revenue Revenue, of course, refers to any money generated by the company, such as product purchases or contract sign-ups. Growth marketers can look into revenue-related [metrics](https://www.cmoalliance.com/kpis-for-revenue-marketers/) and experiment with how prices are displayed on landing pages. They may also implement upselling tactics in their messaging to help boost revenue growth. ### Retention [Retaining customers](https://www.cmoalliance.com/retention-marketing-best-practices-for-b2b-revenue-marketers/) is essential for any business that relies on subscriptions, and improving retention rates can be facilitated by growth marketing. Customer data can be used to provide greater insights into [customer behavior](https://www.cmoalliance.com/hybrid-attribution-model-to-understand-buyer-behavior/), helping growth marketers design better outreach programs that drive a more positive experience with their brand, improving [customer retention](https://www.cmoalliance.com/customer-retention-strategies-in-uncertain-times-lets-talk-revenue-marketing/). ### Referral In a perfect world, customers would be so happy with your products and/or services that they refer new business. However, growth marketers can encourage this by creating [referral programs](https://www.cmoalliance.com/how-customer-referrals-drive-organizational-growth/). This is another area for experimentation methods to try and determine the most optimal referral program to increase results. [How to build a customer referral programIf you knew you’d be getting a “bonus for every five customer referrals”, would that motivate you? Probably, right? The same will be true for your consumer base.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2024/07/android-chrome-192x192--1-.png)Revenue Marketing AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2024/08/RMA_Website_Article_Images_Doodles--10-.png)](https://www.cmoalliance.com/how-to-build-a-customer-referral-program/) ## What is a growth marketer? A growth marketer is a professional who focuses on driving sustainable business growth through data-driven marketing strategies and tactics. Their primary goal is to acquire and retain customers while optimizing the company's marketing efforts for maximum impact and efficiency. ### What does a growth marketer do? Growth marketers often have a diverse skill set, combining elements of traditional marketing with technical knowledge, data analysis, and a strong understanding of user experience. Their approach is typically characterized by a focus on measurable results, rapid experimentation, and scalable strategies. ## How to implement a growth marketing strategy There is a range of growth marketing strategies and tactics that can be used effectively to support a variety of goals, like engaging new prospects with TOFU content, supporting the customer journey throughout the funnel, and boosting retention efforts. Here’s a look at just some examples of growth marketing tactics you can implement today. ### A/B testing In the world of [digital marketing](https://www.cmoalliance.com/the-importance-of-personalization-in-digital-marketing/), it’s easier than ever to compare results from email marketing, social media posts, and other marketing channels. Almost anything can be done in different ways to create an [A/B test](https://www.cmoalliance.com/is-a-b-testing-still-relevant-in-b2b-marketing/). For example, you might try two different versions of an email newsletter, both of which have a different emphasis, or a different layout. Each version forms the A and B of the A/B test. You’d then send out both versions to different portions of your mailing list and set a goal for the test. You might be trying to improve open rates or click-throughs. The results of this A/B test would then help you determine which type of email newsletter produces the best outcome so you can replicate it in the future - or, perform even more tests to keep incrementally improving your results over time. Growth marketers continuously try new ideas, testing them and implementing successful ones. ### Multi-channel marketing In growth marketing, marketing strategies don’t exist in silos. Rather, they should all work together as an overall strategy to earn even more customers. Utilizing [multiple channels](https://www.cmoalliance.com/which-channels-should-you-focus-on-for-abm/) like [email marketing](https://www.cmoalliance.com/your-guide-to-b2b-email-marketing/), [social media](https://www.cmoalliance.com/boost-your-customer-retention-with-social-media/), and more, can increase an organization’s revenue. In growth marketing, you need to be flexible and test all your marketing strategies so you can get a good grasp of user behavior. Your tests will reveal which strategies get the best response from potential customers, and you can use that data to customize your marketing efforts and continuously adjust for the best performance. [Measuring the success of your growth marketing strategiesAnalytics tools, data accuracy, attribution models, and calculating your ROI help provide you with valuable insights into your performance.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2024/07/android-chrome-192x192--1-.png)Revenue Marketing AllianceStevie Langford![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1200/2024/06/ekaterina-grosheva-AwPRI5sYDyI-unsplash-2.jpg)](https://www.cmoalliance.com/measuring-success-growth-marketing-strategies/) ## Final thoughts If you're interested in trying growth marketing for your business, there are a few things you need to keep in mind: First, growth marketing is all about experimentation, so don't be afraid to try new things. Second, always start small and scale up gradually. And third, work with a team of experienced growth marketers who can help you identify opportunities and execute campaigns. With the right approach, growth marketing can help you achieve incredible results. ### Position yourself as a CMO URL: https://www.cmoalliance.com/how-to-position-yourself-as-a-cmo/ Last updated: 2024-09-20T07:42:16.000Z When it comes to career progression, [many product marketers see the Chief Marketing Officer (CMO) role](https://www.cmoalliance.com/should-all-cmos-be-thinking-like-product-marketers/) as one of the possible ultimate destinations. This is because of the very close alignment and goals between product marketing and marketing teams in general. The cross-functional aspect of the product marketing role also allows you to exercise the empathetic, [OKR-focused](https://www.cmoalliance.com/are-you-ok-with-okrs/), and strategic mindset you’ll need to succeed as a CMO. In this article, we outline the tactics you should use if you’re a Senior Product Marketing Manager or Director of Product Marketing and you have your eyes set on the CMO role. We'll also provide expert insight from **Elliott Rayner**, previously CMO at Arion and **now Director of Marketing & Growth at OWOW Agency**, who successfully transitioned from a product marketing role to a CMO position. ## How to take ownership of your career path The first thing you need to do is take ownership of your career path. You must take a proactive approach to increase your influence and standing internally. Remember that your leadership team has so many plates to spin that assigning time specifically to nurture your career development may not be top of their list of priorities. Even company leaders with the best will in the world will find themselves bogged down in the day-to-day activities and pressures of their job. Understanding that your goals are your responsibility and taking ownership of your career trajectory will force you to think creatively, try new things, and empower you to reach those goals faster. ## Establishing your company voice Next, you need to make sure you have a [voice](https://www.cmoalliance.com/give-your-brand-a-voice-the-power-of-audio/) within the company and that your voice carries weight. If you don’t feel that your voice currently carries the authority it should, create a space for you to speak and impart really valuable information to the powers that be. For example, you could go to your [CMO and/or CEO](https://www.cmoalliance.com/to-the-cmo-role-and-beyond/) and say you want to give a product marketing update once a month. In this update, you could talk about what your competitors are doing, as well as what you’re doing in the marketplace and recent trends you’ve spotted. This doesn’t need to be a long meeting, but it’s a great way to demonstrate your value, educate your leaders on what you’re doing, and remind them they can come to you for data and insights that are important to them. Establishing yourself as an educator is an effective way to position yourself for bigger [leadership](https://www.cmoalliance.com/the-power-of-empathetic-leadership-of-a-brand/) roles in the future. You should always make sure that everything you report is based on solid data and not just assumptions; your findings should be based on a mixture of quantitative and qualitative data. Remember, [your research](https://www.cmoalliance.com/the-market-research-playbook-sponsored-by-semrush-2/) may need to go through a few iterations before you can confidently report you’ve discovered a new trend or insight. If you find that you don’t have access to all the data you need, use minimal viable data. MVD is the least amount of data that you need to base a decision on. Use this as a springboard to ask for more tools and access to further data so you can provide your leadership team with further insights. [Perfect your marketing processes by giving your customers a voiceIt’s important to pay attention to customer feedback, but how can we use that feedback to solve customer problems? By being the voice of the customer.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2024/07/android-chrome-192x192--1-.png)CMO AllianceKarim Zuhri![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1200/2022/08/megaphone-voice.jpg)](https://www.cmoalliance.com/perfect-your-marketing-processes-by-giving-your-customers-a-voice/) ## How to address knowledge gaps Once you feel your voice is being heard, you need to bridge the knowledge gaps between your current product marketing role and the CMO role you’re after. For example, do you need to learn more about [digital marketing](https://www.cmoalliance.com/competitor-analysis-for-digital-marketing/)? Perhaps your team management skills need to be improved? Or perhaps you’re confident in being responsible for marketing activities targeted at prospective customers but not so confident in managing the relationships with key partners? Make a list of the areas that you need to learn about and put a plan in place to get that knowledge. Of course, you’ve taken a big step in the right direction by taking this course on how product marketing and marketing should work together. Keep up the good work and be sure to complete this course and display your certification on your CV and [social channels](https://www.cmoalliance.com/maximizing-your-social-medias-effectiveness/) to set you apart from the crowd. You also need to educate yourself on the other areas of the business and understand how it works as a whole, not just the marketing function. Remember, it’s unlikely that you’ll find a complete specialist in [brand marketing](https://www.cmoalliance.com/how-to-get-more-from-brand-marketing-analytics/) acting as a CMO, and in truth, that could spell disaster for marketing as they need a solid understanding of all the moving parts. ## The importance of collaborating with internal teams The ability to work well with the product team is vital for a CMO. You’re already doing that as a product marketer, so remember to lean into those cross-functional skills and communicate with internal teams. Put some time aside to learn more about the areas of the business that you don’t have as much day-to-day contact with, such as legal and finance. This might look like grabbing a coffee one lunchtime and simply asking someone from another department what their biggest pain points are and what would help them do their job better. ## The benefits of working with a mentor Having a mentor can help massively when it comes to learning about other business areas and particularly when it comes to developing the leadership and team management skills you’ll need. [In-house marketing teams vs. outsourcing to an agencyCMOs have to navigate the decision between building an in-house digital marketing team or outsourcing to an agency. Understand the key factors for success and how to drive ROI for your company.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2024/07/android-chrome-192x192--1-.png)CMO AllianceAl Sefati![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1200/2023/02/team-building-a-human-tower.jpg)](https://www.cmoalliance.com/building-a-winning-marketing-team-in-house-marketing-teams-vs-outsourcing-to-an-agency/) We would always recommend that you find a mentor if possible, but we know that this is an area many find tricky as there aren’t many formal routes to finding one. A mentor can be a teacher, a former teacher, or a leader at another company, and very often it’s a former boss or CMO that you’ve been able to keep in touch with and who has taken a special interest in your career development. It’s really important that you establish boundaries between you and your mentor to make sure that neither one of you burns out and you don’t demand too much of their time. In reality, you might find that you have several mentors who can help with specific goals and this can be a good way of avoiding burdening one person with too many questions. ## Expert insight: Elliott Rayner, CMO at ARION Formerly a product marketer, Elliott is one of the many PMMs who has successfully transitioned into the CMO role. For Elliott, his start in the world of business and product development came from following his passion for sport: > “When I came out of university, I got very clear advice to find something I’m interested in, as you'll naturally become very good at it because you can enjoy your work. > “Being from Newcastle, sport is massive, so it’s always been a part of my life. I was always really into the idea of how sport brings people together. > “I wrote to every major sports brand until, eventually, I heard back about an opportunity with Adidas based in Germany. So, at 20 years of age, I moved over to Germany and became a Product Manager.” Despite his lack of experience in product management, Elliott started his journey of being a lifelong learner, and during his role as a Product Manager at Adidas, he worked on the creation of football kits for leading teams. This role became his career for the next seven years and he progressed from a junior position to Product Manager, to Senior Product Manager, garnering experience within different sports along the way. While he’d gained invaluable experience in product management at Adidas, Elliott reached a point where he felt he’d peaked in terms of his professional development and learning trajectory. Therefore, he started to think about other areas where he could excel and add value. > “I was just about to turn 30, and I thought, ‘Can I kind of imagine my life and doing this over and over again?’ > “So, I took the opportunity to go back to school and start an MBA. This marked the beginning of the second part of my journey.” While completing his MBA, Elliott relished the chance to closely study digitalization - something that hadn’t really been covered during his undergraduate degree. Still, he knew it would be essential for his career development. After completing his postgraduate course, Elliott found himself in the challenging world of marketing consultancy. This move marked a change in direction from a more specialized role to a generalist role and demanded a whole new set of skills that Elliott enthusiastically began to learn. > “This move opened up my world because, in consultancy, you have to know everything. > “That was very challenging, but it's what gave me the extra knowledge of the different aspects of marketing and business. > “The experience also gave me the confidence of knowing that, if you put yourself in an environment where you're not sure of yourself and focus on learning, eventually you’ll become good at whatever it is you’re doing. > “That got me into this age of being a lifelong learner and pushing myself. I realized I can learn something new and become something different every year.” After an eye-opening stint in consultancy, Elliott took on a role in product marketing with ASICS, a multinational running apparel business, where he could use his experience in sports marketing and product development. [Using roadmap software for product marketing campaignsWhen marketing teams have clear definitions of the product and know the target audience, creating an effective campaign strategy becomes a welcome challenge, as it should be.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2024/07/android-chrome-192x192--1-.png)CMO AllianceAl Sefati![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1200/2023/03/roadmap-image.jpg)](https://www.cmoalliance.com/the-importance-of-using-roadmap-software-for-successful-product-marketing-campaigns/) Whilst there, he realized that he wanted to move into a leadership role and moved to Babbel, a platform that enhances language learning with advanced technology. At Babbel, Elliott tackled the dual challenge of taking on a leadership role as Head of Product Marketing and moved into the tech space for the first time. > “Leaving traditional industry and going into the tech industry was a big challenge - it was like everything I knew changed. > “However, it was interesting because it gave me the opportunity to learn the fundamentals of product marketing and I realized that I was good at it. > “I found that as long as you understand how people think, what they want, andcommunication and storytellingthen you understand the key fundamentals.” Elliott spent a couple of years learning and relearning the fundamentals of product marketing at Babbel, until the right opportunity came along to move into the CMO at his current company, Arion. He realized that, although this was his first time acting as a CMO, his experience in the sports industry, in the tech spaces, as a generalist consultant, and as a product marketing leader all combined to give him the foundation he needed to be successful in this new role. Everything he’d learned thus far made him the right fit for quite a niche role and key hire for the company. During his time as a CMO, Elliott has come to realize just how important it is to have a wider appreciation of the direction the company is going in as a whole and the power of having a vote in that decision. He believes that one of the most important things you can do to position yourself for the CMO role as a product marketer is to understand the meaning behind strategic choices and create a strong voice for yourself within the company as a whole. Elliott created a voice for his function and proved his value by playing to his strengths as an avid learner, refining his skills as a teacher and trainer. > “You could go to your CMO and CEO and ask if you could do a product marketing update each month. Here, you could show what all the competitors are doing and what you’re doing. This gives you a chance to educate the whole company. > “Most CEOs and CMOs are going to love that because it’s information they care about and demonstrates your value. > “Nobody's going to do that for you, other than you. Once you have a voice, it’s about leading by results. Show how you identified a trend in the market, what you’ve done and what you’ve achieved. All of that is product marketing.” There are many key takeaways from Elliott’s journey from sports enthusiast to product manager, to product marketer to CMO. However, his attitude to learning and adapting has made a huge difference in his career trajectory, culminating in him being able to say yes to a great CMO opportunity that allows him to use all his whole skill set as a marketer and leader. At Product Marketing Alliance, we believe it’s important to let your passion for a particular product or industry guide you whilst staying open-minded to new opportunities to learn, develop, and add value. By taking this course you’re taking a huge step in preparing yourself for the as-yet-unknown opportunities that lie in store for you. It’s this combination of genuine passion and dedication to development that has led Elliott to where he is today. > “One of the benefits I had is that I've always understood what I'm passionate about and where my best skills are. > “I knew that if I ended up in the right room, I could package everything I've done beginning to show how each step added a very different important lesson and important level to that learning. > “Even with things that might have looked like failures, or strange, like taking time out or going back to university, as long as you show your reasoning and stay true to your passions and talents, all those experiences can become advantages.” --- *Looking for the marketers who need to be on your radar? We've got just the thing. Download our* [*CMOs to Watch*](https://www.cmoalliance.com/cmos-to-watch/) *and get insights from top CMOs, including what you should be doing to succeed in 2024.* [CMOs to Watch in 2024Dive into our CMOs to Watch in 2024 list, packed with insights on what you need to do to succeed in 2024.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2024/07/android-chrome-192x192--1-.png)CMO AllianceWill Whitham![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1200/2024/01/CMO_Influencers_2024_Blog--1-.png)](https://www.cmoalliance.com/cmos-to-watch/) ### 9 retention marketing strategies that drive loyalty and repeat business URL: https://www.cmoalliance.com/9-retention-marketing-strategies/ Last updated: 2025-08-26T15:37:19.000Z Did you know that a 5% increase in customer retention can lead to more than a [25% boost in profit](https://media.bain.com/Images/BB%5FPrescription%5Fcutting%5Fcosts.pdf)? It’s also [cheaper to retain customers](https://www.cmoalliance.com/retention-marketing-vs-acquisition-marketing-cheaper-to-keep-existing-customers/) rather than acquire new ones, so it’s important you nurture existing relationships to ensure your buyers continue to choose your brand. Loyal customers also tend to spend more and provide invaluable word-of-mouth referrals. Let’s look at some [retention marketing](https://www.cmoalliance.com/incentive-marketing/) strategies that can help you drive that loyalty – and maximize [customer lifetime value](https://www.cmoalliance.com/how-to-calculate-and-increase-customer-lifetime-value-clv/). ## **1\. Personalized experiences** [Personalization](https://www.cmoalliance.com/the-importance-of-personalization-in-digital-marketing/) continues to be hugely important. In fact, it can lead to a [10-30% increase](https://www.mckinsey.com/capabilities/mckinsey-digital/our-insights/marketings-holy-grail-digital-personalization-at-scale) in the efficiency of marketing spend. First, you should [segment your customers](https://www.cmoalliance.com/customer-segmentation-what-is-it-and-how-does-it-help/) based on things like preferences, behavior, and purchase history, which allows for more targeted marketing – you probably already heard the phrase, “If you try to be all things to all people, you won’t be anything to anybody”, which really showcases the importance of defining your target market. You must also use data-driven insights to offer personalized recommendations, whether that’s through email, your site, or app notifications. ## **2\. Excellent customer service** [43% of customers](https://khoros.com/blog/must-know-customer-service-statistics) are more likely to buy from a company if they receive good customer service, and [85% are willing to go out of their way](https://www.forbes.com/sites/shephyken/2024/03/17/bad-customer-service-could-cost-more-than-37-trillion/) to buy from a brand that offers a better experience (up from 76% last year). The importance of good service couldn’t be clearer. But what does that look like? If you’re looking to improve the way you do things, make sure you’re offering a service that’s easy to access, whether through online chat, phone, or email – and be quick to answer your customers’ queries too. You don’t want to leave people hanging. In addition, you should follow up with customers when they make a purchase, so you can check how satisfied they are and address any potential issues they may have. Train your support teams to go above and beyond when it comes to resolving issues, which can turn a potentially negative [customer experience](https://www.cmoalliance.com/key-trends-to-boost-customer-experience/) into a positive one. ## **3\. Loyalty programs** [Retention marketing](https://www.cmoalliance.com/what-is-retention-marketing-a-guide/) strategies often include loyalty programs, and for good reason. [According to Gartner](https://www.gartner.com/en/articles/what-will-marketing-focus-on-in-2023), 1 in 3 businesses without a loyalty program will likely establish one by 2027, as they seek to “shore up first-party data collection and retain high-priority customers”. After all, members of loyalty programs generate [12-18% more revenue](https://newsroom.accenture.com/news/2016/members-of-customer-loyalty-programs-generate-significantly-more-revenue-for-retailers-than-do-non-members-accenture-research-finds) a year for retailers than non-members. Do you already have a loyalty program? If not, consider implementing one. These programs can look very different, depending on your business model and your customer base, but you could choose between: - A **points system** where customers earn points every time they buy one of your products. They can redeem the points for discounts, free products, or offers. - **Tiered rewards**, where you can offer different levels of rewards based on how much your customers spend; the more they buy, the more valuable the rewards they unlock. - **Exclusive perks**, since they provide loyalty members with early access to new products, special sales, or exclusive events. For example, some of the perks of being a [Revenue Marketing Alliance Pro+ member](https://www.cmoalliance.com/pro-plus-membership/) include access to our courses and a free ticket to an in-person event. [How to increase customer retention rate and boost customer loyaltyIdentify methods you and your team can utilize to increase customer retention rate and boost customer loyalty amongst your consumer base.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2024/07/android-chrome-192x192--1-.png)Revenue Marketing AllianceLawrence Chapman![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1200/2022/11/How-to-increase-customer-retention-rate-and-boost-customer-loyalty.jpg)](https://www.cmoalliance.com/how-to-increase-customer-retention-rate-and-boost-customer-loyalty/) ## **4\. Subscription models** > *“A successful way of long-term customer retention for many businesses has been through a* [*subscription model*](https://www.thedrum.com/open-mic/subscription-models-a-successful-way-of-customer-retention)*. This can guarantee a steady stream of revenue while also allowing companies to showcase new or exclusive products.”* Think about setting up a subscription to a product or service that customers regularly need. You’re encouraging repeat business by doing so, whether you sell beauty products, meal kits, or software. Offer a discount or added value for customers who opt into a subscription plan versus those who perform one-time purchases. ## **5\. Engaging content marketing** 💡 Global content marketing was worth [63 billion USD in 2022](https://www.statista.com/statistics/527554/content-marketing-revenue/) and it’s predicted this number will jump to 107 billion USD by 2026. Content marketing can help boost your retention rates because you’re building a deeper connection with people, improving their overall experience, and providing value beyond their first purchase. If you’re unsure what to focus on, think about your audience and what they’re looking for and could benefit from. Blogs and videos, for instance, allow your customers to learn how to better use your product. User-generated content (UGC) can be very helpful, too – [according to research](https://www.socialmediatoday.com/news/survey-reveals-that-ugc-can-drive-improved-trust-and-loyalty-for-ecommerce/606801/), UGC is 8.7x more powerful than influencer content and 6.6x more powerful than branded content. So, why not encourage people to share their experiences and then use that content in your marketing, building that all-important sense of community and trust? Finally, don’t forget about the [art of storytelling](https://www.cmoalliance.com/art-of-storytelling-with-trust-and-truthful-conversations/). Share stories about your brand, include behind-the-scenes content, show success stories, and so much more. All of this can help you [build emotional connections](https://www.cmoalliance.com/how-to-build-emotional-connections-through-b2b-brand-storytelling/) with customers as well. ## **6\. Email marketing** With a projected revenue of [9.5 billion USD](https://www.statista.com/topics/1446/e-mail-marketing/#:~:text=As%20the%20number%20of%20e,return%20on%20investment%20%28ROI%29.) in 2024, don’t miss out on a slice of that email marketing pie. You can adopt many different strategies, such as **re-engagement campaigns** for customers who haven’t bought from you in a while, targeting them with special offers and reminders. Also, send personalized **‘thank you’ emails** after a purchase, which keeps customers happy and engaged, especially if you add a discount for their next purchase. And why not **celebrate milestones**, such as anniversaries with your brand, with personalized messages and rewards? Your customers will surely appreciate them. ***Read more about*** [***how email marketing can improve customer retention***](https://www.cmoalliance.com/how-is-email-marketing-important-to-improving-customer-retention/)***.*** [How to write a subject line that gets click-throughBusinesses have to be selective with how they devote their time, step 1 of email marketing means making sure they select yours. And that means your subject line is the all-important first impression.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2024/07/android-chrome-192x192--1-.png)Revenue Marketing AllianceBryony Pearce![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1200/2021/03/b2b-marketing-email-subject-line.jpg)](https://www.cmoalliance.com/how-to-write-a-subject-line-that-gets-click-through/) ## **7\. Referral programs** [Customer referrals](https://www.cmoalliance.com/how-customer-referrals-drive-organizational-growth/) can lead to higher retention rates and growth because they leverage existing customers to bring in new ones while reinforcing the loyalty of the referring customers. So, incentivize referrals to refer their friends and family by offering rewards like discounts or free products, make it easy for people to share referral links through social media or email, and use tracking systems so that referrals are attributed correctly. 💡 Unsure where to even start building your very own [customer referral program](https://www.revenuemarketingalliance.com/how-to-build-a-customer-referral-program/)? Explore our in-depth guide for all the details you need, including real-world success stories to inspire you. ## **8\. Churn prevention** [PWC research](https://www.pwc.com/us/en/advisory-services/publications/consumer-intelligence-series/pwc-consumer-intelligence-series-customer-experience.pdf#page=8) found that 32% of respondents would “walk away from a brand they love after just one bad experience”. Keeping customers happy is crucial, so your retention marketing strategies should include churn prevention. Use data to predict which customers are at risk of churning and target them with personalized retention efforts (e.g., a tailored offer). Win-back campaigns, in which you reach out to lapsed customers with special offers or incentives, can encourage them to return. Of course, you should also keep collecting feedback at every opportunity, since you want to act on any potential issues before they cause customers to churn. ## **9\. Great onboarding process** Onboarding’s designed to help customers fully understand and effectively use your product or service. It usually includes emails, tutorials, webinars, or in-app guides that walk customers through the features and benefits of the product. [Onboarding](https://www.cmoalliance.com/from-onboarding-to-upselling-key-tactics-for-successful-retention-marketing-in-the-saas-industry/) can lead to increased product adoption rates as customers are encouraged to explore and use the features of a product, but it also leads to higher satisfaction levels, since people feel supported and confident in using the product – leading to higher retention rates. ## **Starbucks: Retention marketing strategies in action** Looking for an example to inspire you to implement your own retention marketing strategies (and which combine a lot of what we mentioned in this article)? Then there are a few lessons you can learn from Starbucks, which have led to increased customer loyalty and repeat business. Starbucks has a **rewards program** in which customers earn stars when they buy something (1 star for every $1) and can redeem them for drinks, food, etc. There are also tiered rewards, where higher spending unlocks more benefits, encouraging people to come back for more. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXc8psRXVi14HRdUr15KXdndybUyCVwAL7aS6Vd8ftQWWOYvaYFDDgGhbCytuo90r_-QOWLfD3TqzIcjMgwziZAVVZ3Iw1V4FmpmQk4TFYHUHvoceiBlhrOjSSemX8pe_JMeMCG85L64Yg5TaVd-zL47sO6u?key=j3CjxDmy6s4sHfTK2vukTw) [Image source](https://www.starbucks.com/rewards) Members of the program receive **personalized offers** based on what they’ve previously bought; these are often time-sensitive, prompting customers to buy before they expire. Mobile is a huge strategy for Starbucks as well. Their [**mobile**](https://www.cmoalliance.com/mobile-marketing-tactics/) **app** allows people to order ahead and skip the line, and integrates with their rewards program. The convenience of the app, plus the rewards, is designed to encourage customers to choose Starbucks over other brands. Starbucks sends personalized **content**, like product announcements and special promotions, through email, keeping customers engaged and up-to-date. The company also engages customers on [**social media**](https://www.cmoalliance.com/your-guide-to-b2b-social-media-marketing/), where they also share user-generated content, respond to questions, etc. --- *Make sure your marketing and sales teams are aligned if you want to generate over 200% more revenue from your marketing! After all, when these two departments work together, you’re likely to see an increase in your customer retention.* [Marketing and Sales Alignment PlaybookMany organizations struggle to get their marketing and sales teams aligned. That’s why we’re delighted to introduce our Marketing and Sales Alignment Playbook!![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2024/07/android-chrome-192x192--1-.png)Revenue Marketing AllianceHannah Wesson![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1200/2022/10/RMA_Marketing_and_Sales_Alignment_Playbook_Blog_1.png)](https://www.cmoalliance.com/marketing-and-sales-alignment-playbook/) ### How to present confidently (even when you're not!) URL: https://www.cmoalliance.com/how-to-present-confidently-even-when-youre-not/ Last updated: 2025-08-26T15:37:38.000Z *This article is based on* [*Rebecca Mackenzie*](https://www.linkedin.com/in/rwmackenzie/)*’s talk at the Product Marketing MisUnderstood virtual event, hosted by our sister community, Product Marketing Alliance.* --- I absolutely love presenting. I've been doing it throughout my entire career, both in my current role as Global Director of Product Marketing at Salesforce and in earlier roles. I can't get enough of it. What I love most about presenting is the confidence it creates in every other part of your life. I'm passionate about presenting, but I'm also passionate about helping others become more confident presenters. I've seen the effect it's had on my life, and I love seeing others step into their confidence and deliver great presentations. Here’s a sneak peek at what we’ll cover in this article: - How to tailor your message to your audience - How to prepare for a presentation - How to practice your presentation - How to appear more confident while presenting - Key takeaways and extra resources I hope all of these tips will help you prepare and become a more confident presenter for your next presentation. But before we get started, I want to remind you all that to be a master, you first have to be a disaster. What does this mean? It means before you're good at something, you have to be bad at it. If you've seen someone presenting and thought, “Wow, I wish I could present like them,” you can. They weren't always amazing presenters; everyone started somewhere. You can become a confident presenter. It just takes time and practice. So, if you're not confident right now, that's okay. Embrace that feeling of not being very good; that's the first step to becoming good at something. Now, let's dive into how you can become a more confident presenter. ## How to tailor your message to your audience Before you give a presentation, you need to learn about your audience. That way, you can tailor your content to address their interests and concerns, and you can walk into your presentation confident in the knowledge that your audience cares about what you have to say. Here are three key questions you’ll want to be able to answer: 1. **Who has been invited to the event or meeting, and why?** 2. **What do they want to get out of your session?** 3. **What do you want the audience to do after your session?** By answering these questions, you'll be better prepared to deliver a presentation that resonates with your audience and achieves your goals. So, how do you answer these three questions about your audience? I have four tips that can help you find the information you need: 1. **Ask the organizer:** Gather information about the audience's roles, levels, and expertise. This can provide valuable insights into what they might expect from your session. 2. **Talk to your network:** Identify people with the same persona as your audience, and ask for their input. 3. **Poll the audience:** If you have a small audience, send out a poll about their expectations. Ask questions about what they hope to gain from your presentation. 4. **Explore online communities:** Look at discussions and questions in relevant online groups. This will help you to gauge their interests and knowledge gaps. That way, you can address their specific concerns or interests during your presentation. Let's see what this looks like in practice. I'll share a personal introduction with you. This is just a 20-second introduction, but you can easily apply these principles to a 20-minute (or longer!) presentation. Here's my intro, where I'm talking about **who I am**, **what I do**, and **my value**: > “Hi, I'm Rebecca McKenzie. I've been working in marketing for over 10 years, and I've been at Salesforce for six of those years. > “I'm a Global Director of Product Marketing at Salesforce. I lead our Service Cloud keynotes globally, as well as the content strategy for our Heart of Service Summit events, and our analyst relations strategy. > “I help brands and professionals tell their stories. Today, I'm using my presenting experience to teach you how to become a more confident presenter." Now, imagine I'm getting into an elevator, the doors open, and Marc Benioff, the CEO of Salesforce, is inside. He asks, “Hey there, what do you do at Salesforce?” How can I tailor my personal intro to this specific audience? Marc Benioff is the CEO of Salesforce, so he wants to know what I do at his company, maybe how long I've been there, and he'd probably be interested in learning something interesting that I know about Salesforce customers based on my role. So, here's how I might tweak my original intro to tailor it for Marc Benioff: > “Hey, I'm Rebecca McKenzie, and I've been at Salesforce for six years. I'm Global Director of Product Marketing. I lead our Service Cloud events content strategy across all our global events. I’ve noticed that our new AI messaging is really resonating with our customers – our session scores are higher than ever.” Notice how I've made it much shorter – we're in an elevator and don't have much time, so I've focused on the key things he'd want to know: 1. My name and tenure at the company 2. My role and main responsibilities 3. A valuable insight about customers’ responses to our messaging I've cut out information about my background before Salesforce and my passion for helping others become confident presenters. Instead, I've provided value by sharing something interesting about customer reactions that he might not know. This example shows how you can tweak your message based on what your audience wants to hear, not just the information you're most excited about sharing. ## How to prepare for your presentation So, you've done your research on your audience and put your content together. The next step is preparing to deliver that content. ### Know your key message Don't try to memorize your presentation word-for-word. That can be nerve-wracking because you might worry about forgetting your script. Instead, make sure you have your key messages down. To do this, you’ll want to make sure you know your key messages on two levels: 1. The three key points you want to get across in my whole presentation 2. The three key messages you want to convey on each slide [![Preparing for your presentation. Don't memorize, but know your three key messages, use visual cues, tell it like a story](https://lh7-rt.googleusercontent.com/docsz/AD_4nXd7DuZ4GkJUqRIMRM3Etsspz6vwh5b8-t184FponyY7tSs9FRsdAgULB6kJhaOsuQv8T3qLzlWYfntvG286C9OzcBcjZl5EzKQl_ZlxlROXxQpIUYWSZ_X_YloPbPG4gbINRTIZzhR4-zRoQfnJj0moDYU?key=1YekwAIQB_UI3jKXRYudDA)](https://www.cmoalliance.com/how-to-present-confidently-even-when-youre-not) For example, on the slide above, these are the points I want to get across: - Don't memorize, but know your three key messages - Use visual cues - Tell it like a story Here’s why this is useful: if you start to get nervous or stumble over your words, you can take a breath and go back to your three key messages. If you go off script a little, you have something to return to and you can regain your confidence. _This post is for paying subscribers only._ ### How to build a customer referral program that drives value URL: https://www.cmoalliance.com/how-to-build-a-customer-referral-program/ Last updated: 2025-08-26T15:38:22.000Z If you knew you’d be getting a “bonus for every five customer referrals”, would that motivate you? Probably, right? The same will be true for your consumer base – if your buyers know they’ll receive a monetary reward or exclusive access to a product or service, they’re more likely to want to participate in your referral program. It’s a win-win. You know that [customer referrals can drive organizational growth](https://www.cmoalliance.com/how-customer-referrals-drive-organizational-growth/), so you’re aware of their importance – but how are these programs built? How can you make the most of customer referrals? ## **The value and impact of customer referral programs** Referral programs are a powerful marketing tool that can significantly impact a business's growth, customer acquisition, and overall profitability. For instance, they can **lower** [**customer acquisition**](https://www.cmoalliance.com/a-beginners-guide-to-customer-acquisition/) **costs**. This is because referrals come from existing customers who are already familiar with your brand, so the cost to acquire a new customer through referrals tends to be lower. Referrals also have **high conversion rates** due to this. People are more likely to make a purchase if referred to by friends or family – in fact, according to Nielsen research, [84% of people](https://www.nielsen.com/insights/2013/under-the-influence-consumer-trust-in-advertising/)see recommendations from friends and family as the most trustworthy. The [**lifetime value**](https://www.cmoalliance.com/how-to-calculate-and-increase-customer-lifetime-value-clv/) of a referred customer is, at least, [16% higher](https://faculty.wharton.upenn.edu/wp-content/uploads/2012/04/Schmitt-Skiera-vandenBulte-2011-Referral-Programs-Customer-Value.pdf) compared to a non-referred customer as well, and they also have a higher retention rate. They’re more likely to remain loyal because they trust the recommendation of their referrer. Speaking of [**loyalty**](https://www.pwc.com/us/en/services/consulting/business-transformation/library/customer-loyalty-survey.html), getting good value is the main reason (53%) customers choose a business over another. 30% of people do it because they like the benefits and rewards they get, be it discounts or special offers. So, by offering rewards for referrals, you can incentivize customers to stay **engaged with your brand**. Referral programs can help you to **scale your business,** too, since they can lead to viral loops – a.k.a., self-perpetuating cycles where customers actively refer new customers, creating exponential growth. ## **Types of referral programs** Referral programs come in various shapes, each designed to suit different business models and customer behaviors. Here are just three of the most common ones: ### **Direct referral programs** This is, perhaps, the most straightforward type of referral program. It’s when an existing customer refers someone they know and receives a reward if the referral leads to a successful action – which can be anything from a purchase to a sign-up to a service. Tiered referrals also belong to this category, as the more people customers refer, the greater their rewards. You’ll find this type of program everywhere, including at Uber. When an existing user referred a new user to sign up to Uber and took their first ride, both referrer and referee received ride credits. ### **Milestone-based referral programs** This strategy refers to existing customers earning rewards based on achieving specific milestones related to the number of successful referrals they make. Instead of getting a reward for each referral, they have thresholds to meet. For example, imagine you’re trying to set up one of these programs. You can offer: - **Milestone 1:** 5 successful referrals means a $10 discount. - **Milestone 2:** 10 successful referrals equals a $25 discount. - **Milestone 3:** With 20 successful referrals, customers get a free product. Dropbox is a great example of a company that used this tactic, offering additional storage to customers depending on how many people they referred to their services. ### **Influencer referral programs** This is when [you partner with influencers](https://www.cmoalliance.com/why-is-influencer-marketing-important/) who refer their followers to your business. These types of programs often give the influencer a unique referral code they can share, after which they receive a commission or fixed reward for each referral. HelloFresh did this. The brand collaborated with influencers across many platforms, from YouTube to Instagram, to promote their meal kit delivery service. Influencers had a link PR code they shared with their followers and influencers earned a commission on new customers who signed up for HelloFresh using that code or link. Followers also received a big discount on their first order. ## **Identifying your happiest customers and advocates** But how can you identify which customers can help you grow your business by referring you to other people? Before you build your program, first you must spot your happiest customers: ### **Analyze customer feedback** You can do this with a Net Promoter Score (NPS) survey to measure customer satisfaction, in which scores of 9 and 10 refer to your happiest customers and potential advocates. You can also review testimonials and ratings from customers, looking for the most positioning and detailed reviews. Customer Satisfaction (CSAT) Surveys can also tell you which customers are the most satisfied and interested in promoting your brand. ### **Monitor social media mentions** Use social listening tools to track mentions of your brand on social channels. Look for customers who consistently speak positively about your brand or share their experiences online. Identify people who engage with your content on [social media](https://www.cmoalliance.com/social-medias-influence-on-video-marketing/), since these are often your most enthusiastic supporters. Find out which customers are creating and sharing content about your brand or products as well, since this is great organic promotion. ### **Identify repeat customers** Analyze your sales data to find customers who buy frequently from you, since that usually means they’re happy and loyal. If you have a loyalty program, you can identify who actively participates and redeem rewards. ### **Use data analytics tools** [Customer segmentation](https://www.cmoalliance.com/customer-segmentation-what-is-it-and-how-does-it-help/) is crucial. Use tools like Google Analytics to segment your customers by engagement, satisfaction levels, purchase behavior, etc. You can also analyze churn to see who’s loyal to your brand and who’s at risk of churning. ### **Leverage your community** Engage with your customers in online communities (such as [Slack](https://www.cmoalliance.com/join-the-community/)) and forums, and look for active participants who share advice, tips, and positive experiences related to your business. Consider forming a [customer advisory board](https://www.cmoalliance.com/revenue-marketing-alliance-customer-advisory-board/) that can provide valuable feedback and act as brand ambassadors. ## **Develop incentives that motivate referrals** When building out your customer referral program, you must offer the right incentives. After all, without them, how can you motivate existing customers to refer your business or product to people they know? Simple – you have to make sure the incentives are appealing enough to encourage action. ### **Know your audience** Again, customer segmentation and feedback are pivotal when creating a referral program, as different segments will respond better to different types of incentives. Look to the past too – what’s previously motivated your customers? If you have a great track record with discount codes leading to higher engagement levels, why not consider using that as part of your referral program? [ICP vs. buyer personaYour audience can vary a lot, and you need marketing strategies to reflect that. This is where segmentation comes into play! Find out more here.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2024/07/android-chrome-192x192--1-.png)Revenue Marketing AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1200/2024/05/RMA_Framework_Tiles_icps.jpg)](https://www.cmoalliance.com/ideal-customer-profile-vs-buyer-personas/) ### **Choose the right incentive** There are many different rewards you can choose from, which is why it’s so important to know your audience and what they’d like to receive. For instance: - Discounts and coupons - Cash rewards - Exclusive products and services - Loyalty points ### **Consider two-sided rewards** What can you do to push potential new customers into signing up to your business or making a purchase? Make sure they’re also getting rewarded. To motivate both referrer and referred, offer incentives to both – for example, you could get a discount on your next purchase and the person you refer might get a discount on their first order. Both incentives need to be equally attractive. ### **Create tiered rewards** Escalating rewards can be a great way to encourage referrals. A customer might receive a small reward for one referral and a larger incentive for their fifth. ### **Make rewards immediate** Instant gratification is a thing. So, offer instant rewards for referrals to tap into that desire. For example, provide a discount code an existing customer can use right away as soon as their friend buys your product. ### **Communicate the value clearly** This step is crucial because people need to know what they gain from participating in your referral program. Highlight the simplicity and benefits of it, and ensure terms and conditions are easy to understand. Complicated rules might make people hesitate to participate. ### **Personalize incentives** Why not allow customers to choose their reward from a selection of options? This [personalization](https://www.cmoalliance.com/the-importance-of-personalization-in-digital-marketing/) can make the incentive more appealing because it aligns with individual preferences. ### **Promote scarcity** FOMO (fear of missing out) is also a real thing, so experiment with limited-time offers to create a sense of urgency, as well as exclusive access to rewards, which can make your incentives feel more valuable. ## **How does gamification fit in referral programs?** > “‘Gamification’ – defined as the use of game-like elements in non-gaming environments – has been used with varying success. Points, badges, and leaderboards can prove effective, but only if they scratch the user’s itch. When there is a mismatch between the customer’s problem and the company’s assumed solution, no amount of gamification will help spur engagement.” – **Nir Eyal, *Hooked: How to Build Habit-Forming Products*** [Gamification](https://www.cmoalliance.com/the-power-of-gamification-in-incentive-marketing/) is a powerful tool you can find everywhere, from video games to referral programs. And there's a good reason for that. Incorporating game-like elements helps to entice, engage, and motivate participants. This, in turn, can lead to greater participation, a boost in referral rates, and higher loyalty rates. You can add elements of **competition** by introducing leaderboards that rank participants based on how many referrals they make, and run challenges and competitions, where winners receive special rewards. You can also award **achievements and badges** for reaching certain milestones, which people can share on socials, adding a sense of accomplishment. Tiered rewards where customers unlock increasingly better rewards can work well too, since they offer a sense of progression and spur them to reach higher levels (much like leveling-up in a game). Use progress bars or other **visual indicators** to show people how close they are to unlocking rewards or reaching higher tiers as well, which motivates them to continue. ## **Set up your referral program infrastructure** These simple steps bring up everything we mentioned in this article together to help you set up your very own referral program: 1. **Define your goals and objectives**: What are you looking to achieve with your program? Are you looking for customer acquisition or brand awareness? Set [clear, measurable goals](https://www.cmoalliance.com/are-revenue-marketers-hitting-revenue-goals/) like number of referrals and conversion rates. 2. **Choose the right type of referral program**: Based on your business and audience, make sure you pick the right program that aligns with your goals. 3. **Select the referral platform**: Choose a referral software that fits your business requirements; these platforms should offer customizable referral links, tracking, reward distribution, and analytics. You may have to get a platform custom-built if your needs are highly specific. 4. **Design the infrastructure**: Which rewards will you offer? Gift cards, cash, discounts? Make sure you’re also defining how the referral process will work, and don’t forget to outline the eligibility criteria either. 5. **Develop a seamless experience**: Your referral program needs to be intuitive and have clear instructions. Create dedicated landing pages that explain everything and highlight the benefits of participating in it. Clear calls-to-action are crucial. [Nearly 96% of people ](https://www.statista.com/topics/779/mobile-internet/#:~:text=In%20mid%2D2023%2C%20it%20was,to%20connect%20to%20the%20internet.)online use a mobile device to connect to the internet, so make your program mobile-friendly. 6. **Integrate tracking and** [**analytics**](https://www.cmoalliance.com/how-revenue-analytics-can-drive-exponential-growth/): Monitor referral activity, from clicks and sign-ups to purchases and reward fulfillment. 7. **Plan incentive distribution**: Set up automated systems for distributing rewards once a referral is completed. 8. **Monitor, optimize, and scale**: Keep up with the performance of your program, and understand what’s working and what could be better. Optimize the program where you can (using data to inform your decisions) and look for opportunities to scale it. ## **Examples of widely successful referral programs** ### **Dropbox** While Dropbox wasn’t the first to create a successful referral program, it’s now regarded as the example to follow. But how did a tech company specializing in cloud storage and file sharing – with plenty of competition to boot – achieve growth of 3,900% in just 15 months? You won’t be surprised to hear they did it with a ***really* powerful customer referral program**. Dropbox offered both the referrer and the referred additional free storage space. Specifically, users could earn 500 MB of extra space for each referral up to a maximum of 16 GB. This incentive where both parties stood to gain helped create a cycle where existing and new users were motivated to advocate for the company. Dropbox also made their referral program part of: - Their **onboarding process** so visibility of the program was high. - **Product features**, including in-app prompts where users could access and share their unique referral links (making it very convenient and easy). - Their **emails**, which encouraged users to refer more friends to earn additional storage. All of this led to a 3,900% growth – the program launched in 2008 and garnered 100,000 registered users. By 2010, Dropbox had 4 million users. Today, they have over 700 million users and generate 2.5 billion USD in annual revenue. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXfcVG_u6yoH6gIVqV7wThTfCox4PckNsl5UvTomofSp1aLX-hMjD3UhOmhd-YKBoZSQkOIwiIAff7elEcHs8ZjQATdw2K5MXxrGFlUQH8hur1J0w-g275ILrNhuJUfN-t3JuL3Eia3o2PiOfH4oBn0DUEJT?key=ZTzUCbqhEOxRv3tsRJI16g) ### **Morning Brew** Morning Brew, a daily business newsletter, also set up a referral program to massively grow its subscriber base. This program was gamified, offering escalating rewards based on the number of referrals someone had. The [program](https://shop.morningbrew.com/pages/faqs#:~:text=At%20the%20bottom%20of%20each,track%20your%20progress%20and%20rewards.) was very simple: > *“At the bottom of each Morning Brew newsletter, you will find your custom referral code and referral hub. The code is what you send to everyone you know and convince them to sign up for Brew, and your referral hub is where you can track your progress and rewards.”* In 2020, 35% of Morning Brew’s subscriber total (2.4+ million subscribers at the time) [came from these referrals](https://www.morningbrew.com/daily/stories/2020/10/27/get-morning-brew-swag-free). The program was a **milestone-based approach with tiered rewards,** which created a strong incentive for subscribers to share the newsletter – leading to widespread word-of-mouth growth. Morning Brew, which started in a dorm in 2015, was bought by Insider Inc. for 75 million USD in 2020. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXe-fAp3X8oYP3Bl92x5k1qqG1yfdtHRjWkm2AViI9luCc_jPVhmaAQjAccu8rr6tbnRRQ1RmTHAzfFni3Tw_uWt8N5sYwqsG7hysBsgdN8u_sGdxHr8-vmAWEO5Xu9U9ldlB69K4OZqEQSnCtGRRnhCRsMa?key=ZTzUCbqhEOxRv3tsRJI16g) ### **Revolut** The financial tech company, which offers banking services, used referral programs to escalate its user base growth. These were (and are) **mutually beneficial programs** where both referrers and referees receive cash incentives. [Nikolay Storonsky launched Revolut in 2015](https://www.revolut.com/about/) to put it “on the path to becoming the world’s first truly global bank, changing the way we do all things money”. The program itself saw an existing user receive a unique referral link to share with friends and family. The new user then signed up through that link, verified their account, and made a qualifying transaction. Both the existing and new users received a cash reward. Nowadays, their referral program looks like: - The new user signs up to Revolut with the unique referral link. - They have to verify their identity with Know Your Customer (KYC) checks. - The new user must top up their account (it needs to be a transfer from another bank). - They had to order a physical card (which may come with fees). - They must make a number of card payments of the required minimum amount. While it’s a fairly long and involved process, it seems to be working. Revolut grew rapidly across several countries and, by 2020, the company already had over 10 million users. They’ve recently [received a valuation of $45 billion](https://www.ft.com/content/16e03010-0a94-467f-a73f-87e9d773b60d). ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXdXMEBBRHcWAg7-F5uKiyaTWsh0BdT4QK6s9RA51RtBGp1jab4CP-hfu9Djy9929GN_f7qFWWma1arm2bmduxN-5YyFlm10A82pclPU6sQhS3l5ceyY26zsT1fsjZSOwk178ziEJikCgVmASl4CYi8AiFRe?key=ZTzUCbqhEOxRv3tsRJI16g) --- [*Join our Slack community*](https://www.cmoalliance.com/join-the-community/) *to connect with like-minded revenue marketers from across the globe, learn and grow alongside your peers, ask questions, find job opportunities, etc.* [Community | Revenue Marketing AllianceWhat’s the best resource for Revenue marketers? Other Revenue marketers of course! You can find a network of them right here, by joining our community.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2024/07/android-chrome-192x192--1-.png)Revenue Marketing AllianceRevenue Marketing Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2022/07/RMA-Tag-Meta-Community.png)](https://www.cmoalliance.com/join-the-community/) ### Pricing and willingness to pay interview questions URL: https://www.cmoalliance.com/willingness-to-pay-interview-questions-framework/ Last updated: 2026-01-06T12:22:41.000Z Our pricing and willingness to pay questions template provides a structured set of questions designed to help businesses understand how much customers are willing to pay for their products. These are targeted questions used in customer interviews to gauge how customers perceive the value of a product and [what price they consider fair](https://www.productmarketingalliance.com/how-to-calculate-the-perfect-product-selling-price/). This approach helps businesses align their [pricing strategies](https://www.productmarketingalliance.com/your-guide-to-pricing/) with customer expectations, ensuring both profitability and customer satisfaction. ## What is willingness to pay? Willingness to pay refers to the maximum amount a customer is willing to spend on a product or service. It reflects the perceived value of the offering and is influenced by a series of factors, like the product's features, benefits, market conditions, and the customer’s personal needs and financial constraints. [Product marketers](https://www.productmarketingalliance.com/becoming-an-expert-the-product-marketing-career-path/) use WTP insights to create pricing strategies that balance profitability with customer satisfaction, ensuring the price aligns with what customers are prepared to pay. ## What's inside the template? - **General questions**: These questions focus on the interviewee’s job role, responsibilities, and involvement in purchasing decisions, helping to establish context for their responses​. - **Product & perception**: These questions assess how customers perceive the product and the brand, revealing key insights into its strengths and areas for improvement​. - **Value questions**: Here, customers are asked about what they value most (e.g., saving time, money, or effort), which helps marketers [understand the customer’s priorities](https://www.productmarketingalliance.com/customer-needs-and-how-to-meet-them/) and how the product can address them​. - **Willingness to pay**: This section includes a series of pricing-related questions that help marketers determine the maximum price customers are willing to pay, the price they consider a bargain, and the point at which they would begin to question the product’s quality due to low pricing​. ## Download your pricing and willingness to pay questions template *If you’re not already a member, simply sign up to our free plan and refresh this page to access your template.* ![willingness to pay questions template](https://www.productmarketingalliance.com/content/images/2024/09/willingness-to-pay.png) [Pricing interview questionsPricing interview questions.pdf57 KBdownload-circle](https://www.productmarketingalliance.com/content/files/2024/09/Pricing-interview-questions.pdf "Download") [Pricing interview questionsPricing interview questions.docx1 MBdownload-circle](https://www.productmarketingalliance.com/content/files/2024/09/Pricing-interview-questions.docx "Download") [Pricing interview questionsB2B pricing, willingness to pay, and feature preference customer interview questions Category Sample questions General What’s your current job title? How did you end up where you are today? How long have you held your current position for? What does a day in your life look like? If you d…![](https://www.productmarketingalliance.com/content/images/icon/kix-favicon-2023q4.ico)Google Docs![](https://www.productmarketingalliance.com/content/images/thumbnail/AHkbwyJfCu3RkVCaNiZoZTbQC5xUHonBteqkDoKrRNQsbun8UK2rCysFZdWPYlgd4uYV8r7vEO9L5wPIfILSOkm_SFjoNrDuyGufAy_IHxmG769_wQuBsW6j=w1200-h630-p)](https://docs.google.com/document/d/1CchTzmtDCzSAvecvoafDytLW5MoZcwNsvX6UIQ6NO2s/edit?usp=sharing) _This post is for subscribers only._ ### Why CMOs should be focused on building a creative culture URL: https://www.cmoalliance.com/building-a-creative-culture-as-a-cmo/ Last updated: 2025-06-14T14:07:21.000Z Despite all the new tech presenting [AI](https://www.cmoalliance.com/how-cmos-can-keep-up-with-ai-innovations/) and data-driven insights and ideas, there remains one important trait that needs to be in every marketer's toolkit: [creativity](https://www.cmoalliance.com/the-role-of-creativity-in-it-marketing/). And one of the chief responsibilities of marketing leaders, particularly the ones in the [C-suite](https://www.cmoalliance.com/are-cmos-and-ceos-aligned-on-the-use-of-ai/), is being able to build and maintain a culture that allows your team to get the creative juices flowing. You have to be able to build a culture of [creativity](https://www.cmoalliance.com/can-ai-unlock-your-brands-humanity/). I’m Will, content lead for the CMO Alliance, and host of our podcast, [CMO Convo](https://www.cmoalliance.com/cmo-convo-podcast/). In my role, I’ve interviewed well over a hundred business and marketing leaders, and many of them have shared their insights with me on fostering creativity in their teams. Plus, I actually wrote my master’s dissertation on how best to drive creativity in advertising and marketing circles, so it’s a topic that’s near and dear to my heart. Some of the most effective and beloved [advertising and marketing](https://www.cmoalliance.com/personalizations-power-in-modern-advertising/) is when it’s at its most creative. And with more and more noise on just about every channel, it’s an imperative now to be able to differentiate yourself with creative ideas. Even when you're speaking to your existing customers, the expectations are for experiences that are [innovative and driven by exciting, creative ideas](https://www.customersuccesscollective.com/leveraging-innovative-and-disruptive-practices-to-create-positive-customer-experiences/). But it also can help with other elements. A creative culture isn’t just important for getting the best work out of your team. It can be essential for attracting and retaining talent. Creative thinkers will always be drawn to places where their ideas are valued and rewarded, and they’re given the space to develop them. In this article, I’m going over the best insights from my interviews with CMOs and marketing leaders on creative cultures, along with some of my findings from my own research. [Further together - building a diverse marketing teamMaya Grossman, VP of Marketing at Canvas discusses building an effective marketing team with diversity in mind, the value diversity brings to organizations, and more.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2021/02/CMO_Alliance-Colour-Logomark_tiny.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2021/08/diverse-team.jpg)](https://www.cmoalliance.com/further-together-building-a-diverse-marketing-team/) ## Creative culture vs creative environments A lot of the language around [marketing](https://www.cmoalliance.com/marketing-unlock-sales-productivity/) these days doesn’t seem to lend itself to creativity. “We need to make data-driven decisions”, “AI can produce ideas for us”, all that stuff. But saying that “data” or “AI” is going to make all of the creative decisions is like saying that the paint made all the decisions when Michaelangelo was creating the Sistine Chapel. Data and AI simply provide the tools for your marketing team to use. Creativity is what allows marketers to turn those tools into effective campaigns and strategies. In the past, when talking about business practices, we’d probably use phrases like “creative environment”, and there are heaps of examples of offices that have been set up to produce a “creative environment”. You know the ones: pinball machine, pool- and/or foosball table, mini fridge of over-priced craft beers. The classic bro-tastic start-up vibe that’s supposed to say “have fun, let the creative juices flow”, but more likely than not it's just clutter in the office as teams chase deadlines. The concept of a creative environment isn’t a bad one, and the types of things done in this “bro-tastic” model do make sense, as they’re rooted in the idea that being able to have fun fuels creativity. If you think about the time in our lives when we’re probably at our most creative in raw terms, it’s when we’re young children, when we have the most opportunities to play and have fun. But these kinds of environments are only as good as their accessibility. If your team isn’t able to find the time for “fun” with all these activities you’re presenting to them, it’s just clutter in the office while they try and hit deadlines. The various Google campuses around the world are often held up as an example of these kinds of “creative environments”. However, Google goes further than bean bag chairs and slides. They have a “20% rule” where every Google employee is expected to spend at least 20% of their time on side projects, many of which are fun ones that utilize the environment available to them. For example, a team of Google engineers developed “the perfect pizza box” for their cafeteria in their 20%. This is the distinction between a “creative environment” and a “creative culture”. A creative environment is just set dressing. A creative culture is the actions you’re taking to foster and develop creativity in your organization. This difference is even more important in a world of hybrid and remote work. What are you gonna do, give every employee a pinball machine and ship them a case of beer each month (actually, that’s not a bad idea. If my boss is reading this: yes, yes you should do that…)? It’s clearly not practical, and more than a little intrusive to try and control your remote employees’ environments like that. Furthermore, these kinds of environments only really speak to certain kinds of creativity. Not all creatives desire that kind of stimulation, and having it enforced on them is likely to do more harm than good. That’s why a culture of creativity is important, one that gives people the space to develop creative ideas and develop them in a way that suits them best, not just throw lots of distractions at them. [Compassionate leadership: more than beanbag chairs and beersAmanda Reierson, Head of Marketing at Thumbtack, joins us to discuss the importance of compassionate leadership in an increasingly remote working world.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2021/02/CMO_Alliance-Colour-Logomark_tiny.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2021/11/compassion-team-leading.jpg)](https://www.cmoalliance.com/compassionate-leadership-more-than-beanbag-chairs-and-beers/) ## Being able to explore creative ideas In my marketing dissertation, I interviewed several UK marketing leaders on how they encourage creativity. There were two pieces of advice in particular that have shaped my approach to creativity and how I judge the level of support an organization offers the creative process from the late, great Peter Holden, founder of the Holden & Sons’ agency: 1. “You can’t squeeze blood from a stone. If there’s a creative block, people need the room to step away and come back to it.” (Actually, Peter’s first advice was to go to the pub, but he admitted that wasn’t necessarily appropriate in modern business). 2. “Marketers need to be like culture sponges, you never know what kind of reference will be useful.” Providing space for both is key to an effective creative culture. You need to both give people the space on project timelines to allow for overcoming creative blocks and encourage a diverse array of interests and backgrounds across your team, to allow them to bring as many experiences and ideas as possible to the table. Gastón Tourn, CMO of Curio, follows a similar philosophy when it comes to how he leads his team and teaches them to develop creative ideas. For Gastón, the heart of marketing is [storytelling](https://www.cmoalliance.com/story-masters-4-emotional-connections-in-brand-stories/), and the way he approaches it is rooted in the lessons he’s learned from his background in literary studies and creative writing, lessons that he shares with his team. When it comes to [marketing storytelling](https://www.cmoalliance.com/story-masters-2-the-structure-of-great-brand-stories/), Gastón encourages his team to think about them not just in marketing terms, but how to tell the stories using classic literary and storytelling techniques. In our [CMO Convo: Story Masters](https://www.cmoalliance.com/cmo-convo-podcast/?wchannelid=vmp1p6vrw9&wmediaid=1mo12xaqkx) podcast mini-series, Gastón explains how he advises his team to explore new, fresh ideas when it comes to storytelling, with the goal of [engaging the audience](https://www.cmoalliance.com/putting-people-at-the-heart-of-your-brand-story/) by presenting ideas to them in fresh, exciting ways. > “Ostranenie, or defamiliarization, captures people's attention, and that's what marketing tries to do as well. Our everyday lives sometimes can be quite monotonous and repetitive, and I think that’s why making the familiar unfamiliar or vice versa is so appealing. It presents a new way of looking at the things we see everyday.” - [**Gastón Tourn**](https://www.cmoalliance.com/story-masters-1-the-goal-of-brand-storytelling/) Gastón encourages his team to explore new forms of storytelling across different genres of literature, film, television, and just about every genre and medium. He even goes so far as to advise his team *not* to read marketing advice books, but rather advice on literary criticism and [storytelling](https://www.cmoalliance.com/story-masters-2-the-structure-of-great-brand-stories/) techniques from authors in order to develop their skills. In this way, Gastón encourages his team to take more time over building creative and engaging stories. > “It goes back a lot to the quote I always mention from John le Carré: “‘The cat sat on the mat’ is not a story, but ‘the cat sat on the dog's mat’ is a story.” I love it because I think it's very simple, but it kind of tells you why the antagonist in particular is so important. It's crucial, particularly in brand storytelling, to ask yourself who the dog is. > “A big mistake I see in marketing and brand storytelling: there's no dog, i.e. there’s no antagonist, which makes your storytelling pretty bland; the other mistake is making your brand the protagonist rather than the ally. It’s super important that you clarify who the antagonist is and make sure that the story is focused on a human being, and that you're just the ally helping that human being overcome challenges.” - [**Gastón Tourn**](https://www.cmoalliance.com/story-masters-3-the-characters-in-your-brand-stories/) ## Creative cultures allow for risks and experimentation A creative culture doesn’t just encourage your team to be more creative with what’s in front of them. In the ever-rapidly-changing world of marketing and business, with new [technologies](https://www.cmoalliance.com/the-insiders-guide-7-essential-factors-for-marketing-teams-to-consider-when-choosing-a-technology-partner/) and channels appearing all the time and macroeconomic impacts changing the landscape, your team needs to be able to try new ideas and experiment with new approaches. For Austin Beveridge, COO & Co-Founder of GoliathData, a strong culture of experimentation was what allowed him in a previous role at Bolt to grow the company to a $12 billion valuation. > “We were encouraged to take risks. We were encouraged to be 20% wrong, which I think makes an environment of psychological safety, where people are willing to put themselves out there.” - [**Austin Beveridge**](https://www.cmoalliance.com/5-lessons-on-growth-culture-from-building-a-decacorn/) Austin raises a good point on “psychological safety”. One of the most important aspects of a creative culture is giving your team the freedom and confidence to try things that might not work. That’s not to say they should be able to dive in and break things without worrying about consequences. Experienced CMO, Christy Raedeke, makes it clear that although she is a big fan of taking creative risks with marketing, they need to be calculated and considered risks. > “I think the most important thing is to start at the top and to get buy-in and to really explain what you're doing, I never want to do something just for a stunt. We don't want to do things that feel like they aren't authentic to the brand, all of the risks I've taken have been in service to the brand. > “And so when you can sit with the CEO, and the executive team and explain why this is important, and why what you're doing will cut through the clutter. I really think the most important thing here is cutting through the clutter. That's what we need to do with risky marketing.” - [**Christy Raedeke**](https://www.cmoalliance.com/redefining-risk-how-to-make-bold-moves-as-a-cmo/) It’s clear that a creative culture doesn’t equal an unstructured culture. The whole concept of “experimentation” requires documenting what’s been tried, and keeping track of the results. Marketing Consultant Tim Parkin recommends having formal documentation of all experiments and creative ideas so that each time something new is tried, it can benefit the organization whether it pays off or not. > "This is what I call the book of knowledge. It's basically an internal wiki, a document, that houses everything about your marketing team. > “You want to include your reports, updates, changes, and campaign performance. You want to be able to see what's worked, what hasn't worked, what we can do differently going forward, and how we can improve our operations and optimization – the two areas that really matter – to get better results from the marketing we're doing. > “That book of knowledge grows and grows over time to become a truly valuable resource that people can reference and see what’s already been tried and what hasn’t been tried yet. And have an idea log to show what we need to do in the future. It becomes an invaluable resource, as your team keeps adding to it and maintaining it. > “As a marketing team, there are so many demands on us that we forget the great ideas that we have. We’ll figure out a change we need to make and then get distracted by something else. Having that documented is so important and so valuable. > “As the team comes up with insights, they can add them to this book of knowledge, then the rest of the team can apply those insights and scale them throughout all of your marketing, so whatever little thing you learn can be amplified and multiplied. It makes everything so much better.” - [**Tim Parkin**](https://www.cmoalliance.com/marketing-inside-out-put-your-team-first/) With this approach, you can ensure creative thinking is shown to be valuable to your team, while also making sure that new ideas and approaches are built on prior experiences. ## The way forward In an era of rapid business evolution, the willingness to take risks is more vital than ever for CMOs. However, risk-taking should never be an act of recklessness. Instead, it should be strategic and calculated, backed by research, and aligned with the company's goals. When embraced, even failure becomes a stepping stone to learning and improvement. By fostering a culture that values storytelling, creativity, open communication, learning from failures, and calculated risk-taking, [CMOs](https://www.cmoalliance.com/a-day-in-the-life-of-a-fractional-cmo/) can position their organizations to stay ahead of the competition and achieve their goals. This approach ultimately helps to build deeper connections with customers, which is the ultimate goal of any successful marketing endeavor. Finally, I should make it clear that although I’ve written this article from the perspective of CMOs and C-suite marketers, the lessons are applicable [across other departments](https://www.productledalliance.com/5-ways-product-leaders-can-create-a-culture-of-innovation/). Creativity is a benefit to almost every aspect of a business, and it's the duty of all C-suite leaders to help foster it. ### Golden rules for building a creative culture - Give people the time to be creative. Constant, back-to-back deadlines won’t allow people the time to overcome blocks and will lead them to just pumping out work that’s the bare minimum. - Build diverse teams. Diverse interests and backgrounds will bring more ideas to the table, and when they mix together, that’s the perfect chemistry for creativity. - Support your team in trying new ideas. Experimentation always comes with a risk, but you won’t know what works and what doesn’t unless you try. - Keep records of your creativity, whether it was successful or not, so you can build on it. While it might sound counterintuitive, this kind of structure allows you to keep building on the work that’s been done. --- ### Customer acquisition in the marketing mix: Strategies for sustainable growth URL: https://www.cmoalliance.com/customer-acquisition-in-the-marketing-mix-strategies-for-sustainable-growth/ Last updated: 2025-08-26T15:38:41.000Z [Customer acquisition](https://www.cmoalliance.com/a-beginners-guide-to-customer-acquisition/) is not just a strategic goal but also an important driver of [sustainable growth](https://www.cmoalliance.com/measuring-success-growth-marketing-strategies/) and profitability. It’s all about the tactics used by businesses to attract, convert, and retain new customers. Effective customer acquisition focuses on building lasting connections and fostering customer loyalty through [personalized experiences](https://www.cmoalliance.com/the-importance-of-personalization-in-digital-marketing/) and targeted marketing initiatives. In this article, I’m exploring the intricate dynamics of customer acquisition within the broader marketing mix, including **key strategies**, **best practices**, and **real-world case studies** that illustrate just how effective certain approaches are to acquiring customers in diverse industries and markets. ## **The importance of customer acquisition** Customer acquisition has a pivotal role in shaping business success and sustainability. Beyond expanding market reach and increasing revenue streams, effective acquisition strategies are essential for: - **Market expansion**: Acquiring new customers allows you to enter new markets and diversify your customer base, which reduces dependence on existing markets and can make you more resilient against market fluctuations. - **Revenue growth**: New customer acquisition impacts your revenue growth by increasing sales volumes, expanding market share, and maximizing [customer lifetime value (CLV)](https://www.cmoalliance.com/how-to-calculate-and-increase-customer-lifetime-value-clv/) through repeat purchases and upselling opportunities. - **Competitive advantage**: Keep in mind that acquiring and retaining customers is crucial for gaining a [competitive edge](https://www.cmoalliance.com/the-best-competitive-strategy-for-each-stage-in-the-business-lifecycle/). You can outperform your competitors by leveraging customer insights, delivering superior value propositions, and boosting brand differentiation. - **Brand loyalty and advocacy**: When you acquire loyal customers who advocate for the brand, you’re more likely to get increased referrals, positive word-of-mouth marketing, and better brand reputation. [How brand perception drives unbreakable customer advocacy and loyaltyThe most successful brands foster powerful loyalty by tapping into something deeper – their customers’ perceptions, emotions, and values.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2024/07/android-chrome-192x192--1-.png)Revenue Marketing AllianceNeha Pujari![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1200/2024/04/How-brand-perception-drives-unbreakable-customer-advocacy-and-loyalty.jpg)](https://www.cmoalliance.com/driving-brand-loyalty-and-customer-satisfaction/) ## **Strategic approaches to customer acquisition** ### **Market segmentation and targeting** [Market segmentation](https://www.cmoalliance.com/getting-started-with-b2b-marketing-segmentation/) means dividing the broader market into specific groups of consumers based on demographic, psychographic, behavioral, and geographic characteristics. When you identify and understand the unique needs, preferences, and purchasing behaviors of different customer segments, you can tailor your marketing strategies and [messages](https://www.cmoalliance.com/how-brand-messaging-changes-for-b2b-and-b2c-companies/) to resonate effectively with each segment. [Targeted marketing strategies](https://www.cmoalliance.com/targeting-strategies-for-advertising-success/) means that resources are allocated more efficiently, leading to you maximizing the impact and [ROI](https://www.cmoalliance.com/measuring-the-roi-of-field-marketing/) of acquisition campaigns. ### **Content marketing excellence** [Content marketing](https://www.cmoalliance.com/content-marketing-for-different-stages-of-the-buyers-journey/) is a cornerstone of customer acquisition that includes the creation and distribution of valuable and relevant content to attract and engage target audiences. If your goal is effective [content marketing](https://www.cmoalliance.com/your-guide-to-b2b-content-marketing/), think about how to leverage various formats like blogs, articles, videos, infographics, [podcasts](https://www.cmoalliance.com/tag/podcasts/), and social media posts to educate, inform, and entertain prospects. By addressing your customers’ pain points, answering frequently asked questions, and providing solutions to challenges, you can build credibility, trust, and authority. High-quality content not only attracts inbound traffic but also nurtures leads through the sales funnel, ultimately driving conversions and customer acquisition. [How to optimize the growth marketing funnel with dataImprove your growth marketing funnel by utilizing A/B and multivariate testing, SEM, social media, CRO, automation, and referral and influencer marketing.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2024/07/android-chrome-192x192--1-.png)Revenue Marketing AllianceStevie Langford![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1200/2024/05/How-to-optimize-the-growth-marketing-funnel-with-data-1.jpg)](https://www.cmoalliance.com/how-to-optimize-the-growth-marketing-funnel-with-data/) ### **Leveraging social media channels** [Social media marketing](https://www.cmoalliance.com/your-guide-to-b2b-social-media-marketing/) uses social platforms that offer powerful tools for customer acquisition. They can provide you with unparalleled reach, engagement, and targeting capabilities. Channels like [Facebook](https://www.facebook.com/RevenueMarketingAlliance/), [Instagram](https://www.instagram.com/revenuemarketingalliance/), [Twitter](https://x.com/RevMrktAlliance), [LinkedIn](https://www.linkedin.com/company/revenuemarketingalliance), and [TikTok](https://www.tiktok.com/@revenue.marketing) allow you to connect directly with your target audience, share powerful content, run targeted advertising campaigns, and cultivate a community of loyal followers. [Social media](https://www.cmoalliance.com/social-medias-influence-on-video-marketing/) listening tools and analytics empower you to, among others: - Monitor conversations, - Gather valuable customer insights, and - Adapt your acquisition strategies in real-time based on [emerging trends](https://www.cmoalliance.com/whats-trending-in-b2b-social-media-marketing/) and consumer feedback. By fostering meaningful interactions and building relationships with prospects through personalized messaging and engaging content, you can increase [brand awareness](https://www.cmoalliance.com/brand-awareness/), drive website traffic, and optimize conversion rates. ### **SEO strategies** SEO, or [search engine optimization](https://www.cmoalliance.com/seo-2-0-how-to-adapt-to-the-future-of-search/), helps you improve your online visibility, drives organic traffic, and boosts search engine rankings. Effective [SEO strategies](https://www.cmoalliance.com/driving-revenue-with-technical-seo/) involve: - Optimizing website content with relevant keywords, - Improving site architecture and navigation, - Earning high-quality backlinks, and - Enhancing user experience through fast loading speeds, mobile responsiveness, and intuitive design. By aligning with search engine algorithms and best practices, you can attract qualified leads who are actively searching for products or services related to your offerings. Continuous monitoring, performance analysis, and optimization of SEO strategies ensure sustained visibility and competitiveness in search engine results pages, driving consistent traffic and supporting customer acquisition efforts over time. [SEO exec’s guide to becoming a t-shaped marketerT-shaped marketers have a wide range of knowledge and skills across multiple fields. In this article, we’re going to take a look at how SEO execes can become t-shaped by broadening their marketing skill set.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2024/07/android-chrome-192x192--1-.png)Revenue Marketing AllianceHannah Wesson![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1200/2022/05/SEO-exec-s-guide-to-becoming-a-t-shaped-marketer.jpg)](https://www.cmoalliance.com/seo-execs-guide-t-shaped-marketer/) ### **Effective paid advertising campaigns** Paid advertising campaigns offer you immediate visibility and access to targeted audiences across various digital platforms, including Google Ads, Facebook Ads, LinkedIn Ads, display networks, and native advertising channels. Paid advertising allows you to reach specific demographic segments, target users based on interests and behaviors, and optimize campaign performance through data-driven insights and analytics. By investing in pay-per-click, or PPC, advertising, retargeting campaigns, sponsored content, and native advertising formats, you can better amplify brand awareness, drive traffic to landing pages, and generate qualified leads that are more likely to convert. Performance [metrics](https://www.cmoalliance.com/understanding-kpis-in-customer-acquisition/) such as click-through rates, conversion rates, cost per acquisition, and return on ad spend provide valuable insights for refining advertising strategies, optimizing budget allocation, and maximizing ROI from paid acquisition efforts. ### **Omni-channel integration and customer experience** Omni-channel marketing integration helps you create a seamless and cohesive customer experience across multiple touchpoints, including: - Websites, - Mobile apps, - Physical stores, - Social media platforms, - Email marketing, and - Customer service channels. Consistent branding, messaging, and personalized interactions throughout the customer journey are key, as they boost engagement, build trust, and foster long-term relationships with customers. Omni-channel strategies also enable you to deliver relevant content, promotions, and recommendations based on your customers’ preferences, behaviors, and purchase history. By leveraging data analytics, predictive modeling, and marketing automation technologies, you can orchestrate personalized omni-channel experiences that drive customer acquisition, retention, and advocacy. ## **Case studies in customer acquisition** ### **Amazon: Personalization in e-commerce** Amazon is a great example of effective customer acquisition through personalized marketing strategies and advanced data analytics. They analyze customer behavior, purchase history, and browsing patterns to deliver customized product recommendations, marketing emails, and shopping experiences that cater to individual preferences. Through machine learning algorithms and predictive analytics, Amazon also anticipates customer needs, improves shopping experiences, and drives repeat purchases. Ultimately, with these tactics, they increase CLV and foster brand loyalty. ### **Starbucks: Localized marketing initiatives** Starbucks employs localized marketing initiatives to engage customers on a [community](https://www.cmoalliance.com/being-part-of-rmas-vibrant-community-has-truly-enriched-my-career/) level and enhance brand relevance at a local scale. For example, they leverage social media platforms, local events, and community partnerships to promote regional offerings, share localized content, and foster connections with local communities. In addition, the company drives foot traffic to stores, increases customer loyalty, and strengthens brand affinity across diverse markets by using personalized marketing campaigns and localized branding efforts. Localized marketing strategies enable Starbucks to create meaningful interactions, build trust, and cultivate brand advocacy among customers who value community engagement and personalized experiences. [The importance of personalization in marketing (w. examples)Personalized content and recommendations resonate more with individual customers, capturing their interest and encouraging interaction, as well as customer engagement.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2024/07/android-chrome-192x192--1-.png)Revenue Marketing AllianceTeresa Garanhel![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2024/08/RMA_Website_Article_Images_Doodles--2-.png)](https://www.cmoalliance.com/the-importance-of-personalization-in-digital-marketing/) ### **Additional case studies** - **Netflix**: The company leverages data-driven insights and personalized recommendations to attract and retain subscribers through targeted content marketing and customer retention strategies. - **Nike**: They use influencer partnerships, experiential marketing events, and digital storytelling to engage with global audiences and drive customer acquisition through brand advocacy and social proof. - **Airbnb**: They implement referral programs, user-generated content, and community-driven initiatives to acquire new hosts and guests, expand market reach, and foster a sense of belonging among users worldwide. ## **Conclusion** Customer acquisition is a multifaceted process that requires strategic planning, innovative thinking, and [continuous optimization](https://www.cmoalliance.com/optimize-your-paid-media-spend-budget/) to achieve sustainable growth and competitive advantage. By adopting a holistic approach that integrates all of the elements I talked about in this article, you can effectively attract, convert, and retain customers while enhancing brand equity and driving revenue growth. --- *Sustainable growth is one of those super important topics, which is why we created an ebook about it.* *Get your *free copy* of our* [*Growth Marketing that Scales*](https://www.cmoalliance.com/growth-marketing-that-scales-practical-guide/) *guide and learn more about acquiring, engaging, and retaining customers at scale.* [Growth marketing that scales: A practical guideStop guessing and start growing. This no-BS battle-tested eBook is here to guide and inform your growth marketing strategies, enabling you to acquire, engage, and retain customers at scale.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2024/07/android-chrome-192x192--1-.png)Revenue Marketing AllianceStevie Langford![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1200/2024/05/Blog-meta-growth-marketing-ebook-2.png)](https://www.cmoalliance.com/growth-marketing-that-scales-practical-guide/) ### SMART template example URL: https://www.cmoalliance.com/smart-template-example-framework/ Last updated: 2025-01-29T16:39:48.000Z Not sure where to start with your [SMARTtemplate](https://www.productmarketingalliance.com/smart-template-framework)? This example slide deck walks you through how to structure your goals using real-world scenarios. You’ll see how to break down objectives into **specific, measurable, achievable, relevant, and time-bound** steps—so you can apply the framework with confidence. Whether you’re planning a 90-day strategy, product launch, or team development plan, this example makes it easy to follow and implement. ## Download your SMART template example ![SMART template example](https://www.productmarketingalliance.com/content/images/2025/01/SMART-template-example.png) [S.M.A.R.T template exampleS.M.A.R.T template example.pdf50 KBdownload-circle](https://www.productmarketingalliance.com/content/files/2025/01/S.M.A.R.T-template-example.pdf "Download") [S.M.A.R.T template exampleS.M.A.R.T template example.pptx1 MBdownload-circle](https://www.productmarketingalliance.com/content/files/2025/01/S.M.A.R.T-template-example.pptx "Download") [S.M.A.R.T template example1 90 Day Plan Understand Assess Optimize Days Days Days 30 60 90![](https://www.productmarketingalliance.com/content/images/icon/favicon-2023q4-11.ico)Google Docs![](https://www.productmarketingalliance.com/content/images/thumbnail/AHkbwyJFqfvSXZAHG4VHrWUsz0WhkwZTjM5UN4BBXaT2kjgpMq7yBUINif29JSmra70garg-ZFy3HgRHZjRBoTf1CnXbeYzdVAAwflq6KyRZaBBVjyhi_Mg-w1200-h630-p)](https://docs.google.com/presentation/d/1z2WbI3S12nYEwIBa-2RFbUPlQEnJVeUosXtmSzgooig/edit?usp=sharing) _This post is for paying subscribers only._ ### SMART template URL: https://www.cmoalliance.com/smart-template-framework/ Last updated: 2025-01-29T16:39:14.000Z Set clear, actionable goals with our SMART template, designed to help you plan effectively, track progress, and achieve results with confidence. Whether you’re mapping out a 90-day plan or refining team objectives, this framework ensures every goal is **specific, measurable, achievable, relevant, and time-bound** – so nothing gets left to chance. ## What is a SMART template? A SMART template is a structured framework that helps you break down your goals into clear, actionable steps. By applying the SMART methodology – specific, measurable, achievable, relevant, and time-bound – you can ensure your objectives are well-defined and set up for success. This template provides a simple but powerful way to align your goals with business priorities and track your progress over time. ## Who is it for? This template is perfect for product marketers, business strategists, and team leads who need a structured way to [set and achieve goals](https://www.productmarketingalliance.com/set-the-stage-for-success-with-effective-goal-setting/). Whether you’re developing a 90-day plan, aligning stakeholders, or optimizing product marketing efforts, this template helps you stay focused, organized, and results-driven. ## How to use the template 1. **Define your categories** – Identify the key areas where you want to set goals (e.g., systems & processes, product marketing, team development). 2. **Set SMART goals** – Fill in each section with clear objectives that follow the SMART framework. Ensure every goal is specific, measurable, achievable, relevant, and time-bound. 3. **Map out your timeline** – Assign each goal to a 30-, 60-, or 90-day timeframe based on priority and feasibility. 4. **Track and adjust** – Regularly review your progress, refine your approach, and make adjustments to stay on track. ## Download your SMART goals template Not sure how to fill out your SMART goals template? [Check out an example here](https://www.productmarketingalliance.com/smart-template-example-framework). ![SMART template](https://www.productmarketingalliance.com/content/images/2025/01/SMART-template-1.png) [S.M.A.R.T templateS.M.A.R.T template.pdf55 KBdownload-circle](https://www.productmarketingalliance.com/content/files/2025/01/S.M.A.R.T-template.pdf "Download") [S.M.A.R.T templateS.M.A.R.T template.pptx1 MBdownload-circle](https://www.productmarketingalliance.com/content/files/2025/01/S.M.A.R.T-template.pptx "Download") [S.M.A.R.T template<# Day Plan> Days Days Days # # #![](https://www.productmarketingalliance.com/content/images/icon/favicon-2023q4-10.ico)Google Docs![](https://www.productmarketingalliance.com/content/images/thumbnail/AHkbwyJXlzUuAx6MZ0VRcg7k-PJtc3UZPAHKu722I3XfjxVLfMQ7Dkgzl-9YBtcN_Zl3WYIQ3gluEQ5tJXoFpf_54rj2KfH7KUK3Ok-47-l6_TZM8QKaErb7-w1200-h630-p)](https://docs.google.com/presentation/d/1OMuaaiULB3U9LS-f93HE%5FepMsRsHytfcVpSdxIGCuuk/edit?usp=sharing) _This post is for paying subscribers only._ ### Boost marketing impact and job satisfaction by 25% with AI URL: https://www.cmoalliance.com/boost-marketing-impact-and-job-satisfaction-by-25-with-ai/ Last updated: 2025-08-26T15:39:13.000Z *This article is based on* [*John Dougherty*](https://www.linkedin.com/in/johnfdougherty/)*’s talk at the Revenue Marketing Summit in Seattle. As an RMA member, you can enjoy the complete recording* [*here*](https://www.cmoalliance.com/revenue-marketing-summit-seattle/?wchannelid=w61335r58k&wmediaid=8z2b10s0yj)*.* --- When you think about [AI](https://www.cmoalliance.com/how-ai-will-take-your-b2b-marketing-to-the-next-level/), what comes to mind? Given recent headlines, you might find yourself thinking of terms like "[ethical concerns](https://www.aiacceleratorinstitute.com/an-introduction-to-ethical-considerations-in-artificial/)," "digital takeover," or “dead internet theory” – words that can sound foreboding, threatening, or even inhuman. After all, we’ve all read about the existential risk of AI and how the [godfather of AI, Geoff Hinton, quit Google](https://www.theguardian.com/technology/2023/may/02/geoffrey-hinton-godfather-of-ai-quits-google-warns-dangers-of-machine-learning) to evangelize about the risks. But today, I want to talk about AI a bit differently – as a way to empower your team and help them do what's most important to you. I'm also going to share a 5-step process you can use to [harness the power of AI](https://www.cmoalliance.com/ai-in-marketing-implications-for-revenue-marketers/). Now, I'm not an AI expert, but I know that if our team can do this, yours can too, provided you do one key thing. The key is to use AI for a human-centric reason – make sure your whole team knows you're using it so they can thrive. You want your people to have the latest tools to be successful because you genuinely care about them. This technology can be transformational, as long as you approach it with your team's best interests in mind. ## 5 steps to empower your team with AI We can choose to view AI as a threatening, ominous force, or we can see it as a way to help our teams become better at what they do and enjoy their jobs more. That's the approach my team took – our goal was to increase both our impact and our job satisfaction by 25%, and do it all within 12 months, without any additional headcount or cutbacks. At first, that 25% target seemed highly aspirational, but we chose it deliberately, knowing that [AI has the potential to automate away around 25% of the work that people typically do](https://www.cnbc.com/2023/03/28/ai-automation-could-impact-300-million-jobs-heres-which-ones.html#:~:text=Overall%2C%2024%25%20of%20work%20in,25%25%20average%20in%20the%20U.S.). Rather than simply reducing our headcount and still doing the same amount of work, we wanted to keep our team size intact and empower them to be 25% more effective and satisfied. Ultimately, this initiative was driven by a desire to bring more joy to our team through the use of AI. So how can you make that a reality for your team? It's a five-step process: 1. Decide on the specific tasks and activities that you want AI to take over from your team. 2. Identify the technology and processes that need to be in place to support that change. 3. Get your internal stakeholders aligned. 4. Train everyone on how to collaborate with the machine. 5. Start measuring your results. Let's dive into this process in more detail… ### Step one: Determine the tasks best suited to AI To begin, you’ll need to catalog all the [tasks your team currently handles](https://www.cmoalliance.com/revenue-marketer-role-in-marketing/). This may feel like a daunting exercise, but it's a crucial foundation. For us, this resulted in an eight-page document detailing everything our team does on a day-to-day basis. The next step is to carefully review this list, removing any duplicates so you end up with a concise, comprehensive overview. Then, you'll evaluate each task against four key criteria: 1. **Value of using AI:** How much better or faster could an AI system perform this task compared to a human? 2. **Ability to apply AI:** Do you have the necessary data and resources to automate this effectively? 3. **Desirability of the task:** How much do your team members like (or dislike) doing this particular activity? 4. **Urgency:** Is this something that needs to be addressed immediately, or can it wait? The "desirability" factor was especially important for us. For instance, we have a graphic designer who loves creating original artwork, so that's not a task we'd want to automate, but there are tedious activities, like finding stock photos, that she dislikes – those are perfect tasks to hand off to an AI system. By scoring each task against these four criteria, you can start to identify the highest-impact, highest-desirability use cases for AI. The tasks with the top aggregate scores are the ones you'll want to prioritize automating. I'll admit, I thought this initial scoring process would be more difficult, but our team was actually able to work through it quite quickly and confidently. Before long, the best AI use cases became readily apparent. Of course, this is just the first step. Once you've identified the prime opportunities, you'll need to ensure you have the right technology and processes in place. This foundation of understanding your team's activities is *absolutely crucial*. It sets you up for success in the phases to come. ### Step two: Identify technology and process changes _This post is for subscribers only._ ### Dark social: Tracking and leveraging private sharing URL: https://www.cmoalliance.com/dark-social-tracking-and-leveraging-private-sharing/ Last updated: 2025-09-08T15:32:15.000Z The term “dark social” was coined in 2012 by American journalist Alexis Madrigal in [an article in The Atlantic](https://www.theatlantic.com/technology/archive/2012/10/dark-social-we-have-the-whole-history-of-the-web-wrong/263523/), titled “*Dark Social: We Have the Whole History of the Web Wrong*”. He used it to refer to content shared through private channels like instant messaging and email, making it extremely difficult to track and measure. It accounts for a significant portion of social sharing, meaning there’s a lot of untapped potential you should be considering—after all, as a CMO or marketing leader, understanding and leveraging dark social can help you drive brand [awareness](https://www.cmoalliance.com/how-to-make-the-case-for-brand-awareness/) and [engagement](https://www.cmoalliance.com/putting-people-at-the-heart-of-your-brand-story/). ## **What is dark social?** As mentioned, dark social is all about the content that can’t be tracked by [analytics](https://www.cmoalliance.com/visualizing-success-how-effective-data-visualizations-drive-action/) tools since it’s shared in private spaces, from SMS to messaging apps. While this content might be invisible to you, it can still influence consumer behavior and brand perception. > [@revenue.marketing](https://www.tiktok.com/@revenue.marketing?refer=embed "@revenue.marketing") > > Heard of dark #social? There’s a lot of untapped potential you should be considering, as this type of #content accounts for a significant portion of social sharing. #socialmedia #contentmarketing #marketing #marketingtips #fy #fyp #messaging #growthmindset #privacymatters > > [♬ original sound - Revenue Marketing Alliance](https://www.tiktok.com/music/original-sound-Revenue-Marketing-Alliance-7416329697206995718?refer=embed "♬ original sound - Revenue Marketing Alliance") For example, imagine a [marketing director](https://www.cmoalliance.com/five-very-different-marketing-paths-c-suite/) shares a unique discount code for an upcoming product launch in a private WhatsApp group with close friends and family. The link will take the users to the site, but tracking is nearly impossible as conversations are encrypted within this platform. In addition, what if the group forwards the message to their contacts, who further share it in other private chats and direct messages on Instagram and Facebook? Despite the company's extensive [social media](https://www.cmoalliance.com/maximizing-your-social-medias-effectiveness/) tracking, they notice an unexpected surge in [conversions](https://www.cmoalliance.com/user-intent-the-true-secret-to-amazing-conversion-rates/) and website traffic, with no clear source in their analytics. > *“One dirty secret of web analytics is that the information we get is limited. If you want to see how someone came to your site, it's usually pretty easy. When you follow a link from Facebook to The Atlantic, a little piece of metadata hitches a ride that tells our servers, "Yo, I'm here from Facebook.com." We can then aggregate those numbers and say, "Whoa, a million people came here from Facebook last month," or whatever.* > *“There are circumstances, however, when there is no referrer data. You show up at our doorstep and we have no idea how you got here. The main situations in which this happens are email programs, instant messages, some mobile applications\*, and whenever someone is moving from a secure site ("https://mail.google.com/blahblahblah") to a non-secure site (http://www.theatlantic.com).* > *“This means that this vast trove of social traffic is essentially invisible to most analytics programs.” — *Alexis Madrigal** ## **Ethical concerns with dark social** While dark social itself is a neutral concept and not inherently ethical or unethical, the ethical considerations depend on how it is used and how orgs respond to it. For example, if marketers try to exploit private channels for [advertising](https://www.cmoalliance.com/personalizations-power-in-modern-advertising/) in ways that aren’t transparent to users, this can be seen as manipulative. Dark social can also be used to spread misleading or false information, which is hugely unethical. It’s crucial that you’re **transparent** and clear about how you collect data and how you use it. Users should also **consent** to tracking and data collection. Another thing to consider is **privacy** – respect your users’ privacy and avoid invasive tracking methods. 💡 Let’s give an example that, while not exactly about dark social channels, showcases the issue very well. Users expect to be able to use incognito mode (a.k.a., private mode) but a [5 billion USD class action lawsuit ](https://www.bbc.co.uk/news/business-67838384)against Google, initiated in 2020, alleged that the company tracked online activities and invaded users’ privacy. Google agreed to settle. Therefore, it’s important to remain transparent, request consent, and ensure privacy. ## **The importance of tracking dark social** Not only are you in the dark when it comes to a good chunk of your traffic but also everyone uses dark social, so it’s clear ignoring it can impact your company’s marketing. Steve Lamar, Web Analyst and the founder of Really Good Data, led an experiment [published on SparkToro](https://sparktoro.com/blog/new-research-dark-social-falsely-attributes-significant-percentages-of-web-traffic-as-direct/) where he set up 16 unique URLs across various subdomains, each designed to track traffic from different social networks and private messaging apps. **The results?** 100% of visits from platforms like [TikTok](https://www.tiktok.com/@cmo.alliance) and [Slack](https://www.cmoalliance.com/join-the-community/) were marked as ‘direct traffic’, which meant they didn’t contain any referral information. 75% of visits from Facebook Messenger lacked referral data, as did other platforms like [LinkedIn](https://www.linkedin.com/company/cmo-alliance/) and Instagram DMs. His experiment highlights the significant amount of traffic that is misattributed as ‘direct’ in analytics reports. ## **Tapping into dark social** [2018 research from GetSocial](https://blog.getsocial.io/dark-social-2018-getsocial-research-report/#gs.d66ukl) found that, on average, 10% of the traffic to their site came from shares on private channels. This is huge when you consider how much traffic your site receives. But how can you tackle the attribution challenge? ### **Use UTM parameters** Adding these parameters to links shared in known dark social channels can help you track the origin of when the links are accessed. ### **Implement direct sharing buttons** Incorporate buttons in [email](https://www.cmoalliance.com/boosting-your-email-conversion-rates/), messaging apps, and other private channels directly on your website, which can help you capture attribution data when people click those buttons. ### **Analyze traffic patterns** Identify spikes in direct traffic and correlate them with your marketing activities. Doing this can provide you with indirect evidence of dark social activity. ### **Surveys and feedback** Asking new customers how they heard about your brand or product can help measure that hidden traffic, since it offers insights into dark social sources. [Perfect your marketing processes by giving your customers a voiceIt’s important to pay attention to customer feedback, but how can we use that feedback to solve customer problems? By being the voice of the customer.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2024/07/android-chrome-192x192--1-.png)CMO AllianceKarim Zuhri![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1200/2022/08/megaphone-voice.jpg)](https://www.cmoalliance.com/perfect-your-marketing-processes-by-giving-your-customers-a-voice/) ### **Referral codes** Use unique referral codes for different campaigns and share these codes in private channels, since tracking them can help you attribute traffic. ### **Custom landing pages** Another thing to consider is creating landing pages dedicated to different campaigns. When users share these pages, you can track the visits and interactions more effectively. ### **Use analytics** Analytics tools allow you to infer dark social traffic by analyzing patterns and user behavior. You can also sign up for services like [GetSocial’s dark social calculator](https://getsocial.io/dark-social-calculator), which uses your Google Analytics data to estimate the amount of traffic you receive from these opaque sources. ## **Example: Airbnb** AirBnB’s Guest Referral Program allows people to share a unique referral link with friends and family and earn rewards when people make bookings through it. However, it wasn’t always the case. Before using these links with unique identifiers which allows Airbnb to track the source of the new user sign-ups or bookings, a lot of this traffic would come from untrackable sources, such as SMS and [social media](https://www.cmoalliance.com/overcoming-modern-social-media-challenges-as-a-cmo/) messages. The program incentivizes people to share because they earn travel credits or discounts, too. Airbnb is able to understand where traffic is coming from and make the most of it to drive conversions. So, the company effectively leveraged dark social. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXc7ICBEW2JfSHfEtGZjQ4sUuIjBTxFkVhLFkA3oSe08KqRME16Gr7NoMEC-dTIsBrr4oNHCwkgMihlUj9ST2LGrUa00PD8q2UnxBmVFVP6gW0ffjxRLd2DdhjPa00RzOe3YVt4h6gMyAiT_EU1W3hBajHsX?key=iiR1aRmrpmE4HXPKsthjRA) [**Image source*](https://www.airbnb.co.uk/help/article/84) ## **In short** Understanding dark social is crucial for a holistic marketing strategy and, while challenging to track, there’s no denying its impact on brand engagement. Make sure you employ the right tools and tactics in order to drive growth and boost your brand’s presence. --- Want to discuss topics like dark social that are crucial for CMOs and marketing leaders? Share your thoughts on the [CMO Alliance Community channel](https://www.cmoalliance.com/join-the-community/) and network with your peers at the same time. [Community | CMO AllianceReady to connect with CMOs and top-level marketing executives all over the world? Join our community for an exclusive space for CMOs to network, share experiences and insights, and seek advice directly from other CMOs.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2024/07/android-chrome-192x192--1-.png)CMO AllianceCMO Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2021/03/CMO-Alliance-Meta-tag-Community.png)](https://www.cmoalliance.com/join-the-community/) ### The importance of personalization in digital marketing (with examples) URL: https://www.cmoalliance.com/the-importance-of-personalization-in-digital-marketing/ Last updated: 2025-08-26T15:40:03.000Z > *“No longer will people accept viral marketing. What consumers are expecting – and craving – is a more personalized, curated experience.” – *Penny Wilson, former CMO of Hootsuite** In fact, a [McKinsey study](https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying) backs this quote up, saying that “71% of consumers expect companies to deliver personalized interactions. And 76% get frustrated when this doesn’t happen”. Just goes to show just how important [personalization](https://www.cmoalliance.com/key-trends-to-boost-customer-experience/#key-trend-one-omnichannel-personalization) really is and why your revenue marketing strategies, including [digital marketing,](https://www.cmoalliance.com/from-data-to-dollars-how-generative-ai-transforms-marketing-ebook-blog/) should take this into account. ## **Personalization is back (or never left)** The goal of personalization in digital marketing is to tailor [messages](https://www.cmoalliance.com/how-brand-messaging-changes-for-b2b-and-b2c-companies/) to individual customers based on their preferences, behaviors, and needs. This approach leads to higher levels of engagement, [retention](https://www.cmoalliance.com/retention-marketing-best-practices-for-b2b-revenue-marketers/), conversion, and revenue. But this isn’t new talk. Back in 2015, [research](https://www.mckinsey.com/capabilities/mckinsey-digital/our-insights/marketings-holy-grail-digital-personalization-at-scale) published on *Harvard Business Review* found that personalization can: - Reduce acquisition costs by up to 50%, - Boost revenue by 5-25%, and - Increase the efficiency of marketing spend by 10-30%. And most people see the value of personalization in marketing. For example, recommendation engines (tools that suggest products and services based on data and algorithms), which are a key element of personalization, are set to reach [12.03 billion USD by 2025](https://www.industryarc.com/Research/Recommendation-Engine-Market-Research-500995#:~:text=Recommendation%20Engine%20Market%20size%20is,the%20demand%20of%20recommendation%20engines.) – clearly, improving customer experiences is a must. ## **Benefits of 1-to-1 personalization in digital marketing** Personalized content and recommendations resonate more with individual customers, capturing their interest and encouraging interaction, as well as [**customer engagement**](https://www.cmoalliance.com/ai-talking-avatars-customer-interactions-and-engagement/). This leads to higher CTRs (click-through rates), boosting the likelihood of conversions. **On-site recommendations** based on browsing history and past purchases (like Amazon’s “customers who bought this also bought” feature) can go a long way. Sending personalized suggestions via email can increase the chance of users making a purchase. Personalized promotions and discounts are effective because they’re based on past behaviors and tastes, making targeted offers much more impactful. They reduce the amount of time and effort required for users to **convert**. [5 ways to build converting email campaignsTo build email campaigns that convert, utilize automation, refine your CTAs, highlight the benefits, incentivize, and get into psychology.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/android-chrome-192x192--1--116.png)Revenue Marketing AllianceMaria Fintanidou![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/towfiqu-barbhuiya-0ZUoBtLw3y4-unsplash-2-1.jpg)](https://www.cmoalliance.com/5-ways-to-build-converting-email-campaigns/) [**Segmenting** customers](https://www.cmoalliance.com/customer-segmentation-what-is-it-and-how-does-it-help/) by purchase frequency and offering special discounts to people who buy from you often can help you boost those sales. For example, send people a discount code when they abandon their shopping cart. You can also use data about your customers’ behavior and purchase history to **adjust the pricing** of your products. For instance, offering a discount to someone who’s shown interest in a product but hasn’t bought it yet. This can increase the likelihood of repeat purchases. You can provide better **customer service** by using data to offer tailored support. For example, if you have a record of past purchases and interactions, your customer support team can offer assistance that is highly targeted and relevant to consumers. [AI in marketing](https://www.cmoalliance.com/ai-in-marketing-implications-for-revenue-marketers/) is becoming increasingly widespread, which includes **chatbots**. They can offer personalized responses and product recommendations based on user queries and behavior. In fact, Sundar Pichai, Google CEO, also [said](https://searchengineland.com/google-ceo-search-will-evolve-substantively-in-next-10-years-395437) that search will become even more personalized, as the platform seeks to help users find what they’re looking for, with AI playing a big role in that. > *“Customer expectations have changed since the mid-20th century, when accessibility of product was the key to capturing markets. Today, customers want to stand out while being a part of a crowd. The desire to own a product that carries personal signature is conspicuous. Marketers discovered this latent need and the concept of personalization germinated with the proliferation of technological advancement.” – *Chandra et al,** [***Personalization in personalized marketing: Trends and ways forward***](https://onlinelibrary.wiley.com/doi/full/10.1002/mar.21670) **Loyalty programs** are another element you shouldn’t discount. They can be tailored based on individual preferences and behaviors – e.g., you can offer points for actions that are most relevant to consumers. You can also use data to understand and map out individual [**customer journeys**](https://www.cmoalliance.com/improving-the-customer-journey-with-revenue-marketing/), providing personalized content and offers at each stage. This allows you to more easily develop strategies based on those target users which leads to a boost in acquisition and retention. Personalized product recommendations can help you to **upsell and cross-sell,** too, increasing the value of your transactions. And who can forget **user-generated content**? This tactic can be used for social proof, such as reviews and testimonials that align with people’s interests. So, make sure to encourage and showcase content created by your customers, since this can build a sense of community and trust. ## **Website personalization strategies** ### **Dynamic content** This refers to the customization of your site or [email content](https://www.cmoalliance.com/email-marketing-best-practices/) based on user data. For example, changing headlines, images, and product recommendations to align with a user's past behavior, preferences, or location. So, when your users visit your website, dynamic content adjusts in real time based on their previous interactions. A returning customer might see product recommendations based on their past purchases or browsing history. When it comes to email, you can use dynamic content to personalize subject lines, offers, and product suggestions. People who browse certain categories may receive an email with promotions tailored to those categories. Personalized content makes them feel understood and valued, which improves their overall experience with your brand. 💡 Unlock professional development resources without spending a dime – from Google, Amazon, and other industry giants. [Become an Insider member today](https://www.revenuemarketingalliance.com/signup/). ### **Behavioral targeting** Behavioral [targeting](https://www.cmoalliance.com/importance-of-tiering-accounts-abm/) is all about using data about a user's online behavior to deliver tailored ads and content. This can be based on browsing history, search queries, or past interactions with the brand. Cookies are one way to do it. They track user activity across websites, allowing you to understand which pages people visit, how long they stay, and the actions they take. Ad retargeting also falls under the umbrella of behavioral targeting. Users who visit your site but don’t complete a purchase might see retargeted ads for those specific products on other sites. The benefits of these is that they’re more relevant to the user’s interests and behaviors, which can lead to higher conversion rates. [What is targeting in marketing?Unlock marketing success with precision targeting! Dive into demographics, geography, behavior, and more. Tailor your strategy and connect with your audience like never before.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2024/07/android-chrome-192x192--1-.png)Revenue Marketing AllianceCharley Gale![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1200/2024/01/what-is-targeting-in-marketing.jpg)](https://www.cmoalliance.com/what-is-targeting-in-marketing/) ### **Customized landing pages** These landing pages are tailored to specific segments of users based on their previous interactions or demographic information. They’re created in such a way that they match the people’s needs and interests more closely. For example, people who clicked on a particular ad might be directed to a landing page that highlights the features and benefits of the product they showed interest in. The content, images, and CTAs (calls-to-action) on the page can be customized based on user data. A returning customer might find a welcome message and special offers. Landing pages that align with people’s interests are more likely to convert visitors into leads. ### **Remarketing** Remarketing is used to re-engage users who’ve previously interacted with your brand but didn’t complete a desired action; e.g., filling out a form or buying a product. By tracking user behavior through cookies and pixels, for instance, you can create targeted remarketing lists that deliver personalized ads. This means people are receiving messages that are relevant, improving user engagement and driving conversion rates. ## **How does personalization in digital marketing work?** As mentioned, personalization in marketing is all about leveraging [customer data](https://www.cmoalliance.com/how-to-build-a-b2b-marketing-database-from-scratch/) and tech to create tailored messages, [content](https://www.cmoalliance.com/your-guide-to-b2b-content-marketing/), and experiences. Here’s how the process can look like: ### **1\. Data collection** When a user visits your website, you’re able to collect data on their browsing behavior, such as the product categories they view, the products they click, and the time they spend on each page. Information like gender, age, location, purchase history, interests, time of day, etc., all of this can be collected, allowing you to create a full picture of the people visiting your site. Besides analytics, you can also gather customer data through surveys and feedback forms, and social media monitoring. 💡 Unsure which tools to use to collect data? Check out the ones outlined in our [****Tools of Choice Report**](https://www.revenuemarketingalliance.com/revenue-marketing-tools-of-choice-report/), including Seamless.ai, Lead411, and Adapt. ### **2\. Segmentation** Based on the user’s behavior, you can categorize them into [segments](https://www.cmoalliance.com/customer-segmentation-what-is-it-and-how-does-it-help/) – groups of customers that fall into predefined categories based on shared characteristics. It’s important that you update segments as new data comes in. ### **3\. Recommendation engine** The next step is to identify patterns in customer data to predict [future](https://www.cmoalliance.com/revenue-marketing-success-stories/) behaviors. You’d also recommend products that other people have bought or content that other people have viewed based on what users are interacting with, etc. ### **4\. Personalized recommendations** This means modifying the site, email, or app content in real-time based on profile and behaviors. Users get personalized messages featuring the suggestions the engine recommended, which are tailored specifically to them. It’s crucial to ensure a seamless personalized experience across all channels, not just the site. For example, NA-KD, a Swedish fashion brand, was able to [increase customer lifetime value by 25%](https://useinsider.com/case-studies/na-kd/) by providing personalized experiences across their site, mobile app, email, SMS, and push notifications. They also increased their ROI by 72x in 12 months. ### **5\. Purchase** The user buys the product that was recommended to them. ### **6\. Feedback** Based on user and buyer feedback, you’ll know which areas need improvement and which are working as they should. You can then adjust your personalization tactics based on this, as well as on evolving customer preferences. ### **7\. Performance measurement** This involves A/B testing to see which content resonates better with your users and buyers, and tracking metrics like engagement rates, [customer lifetime value](https://www.cmoalliance.com/how-to-calculate-and-increase-customer-lifetime-value-clv/), and average order value. ![example of personalization in action](https://lh7-rt.googleusercontent.com/docsz/AD_4nXd_dUCx3jzOEOxDu59ZdXXp_6xbkcvvXkLIbAEFc_Uwd_gDPOMshFs4xebEDj1T8LUeRyzltknWrIjpOGpjnpydzfvAlN5kx83f2A1rfY9eXyAbmazCBOjzOf5jAxHL7ncZJuwekdAN0NFAWHxNTYdQc-c5?key=U3bQTEoNCAJi6fSiptU1jg) ## **AI and machine learning for scaling personalization** AI and machine learning [**analyze**](https://www.cmoalliance.com/how-revenue-analytics-can-drive-exponential-growth/) **vast amounts of data** to uncover patterns and insights that humans might miss, from customer behavior to engagement metrics. They process data from various touch points (such as website visits, purchase history, and social media interactions) to better understand users. Then, algorithms can segment customers into specific groups based on certain attributes, which allows you to create strategies tailored to those segments. [Getting started with B2B marketing segmentationLearn to segment your B2B market like a pro with our guide. Find the approach that taps into your customers’ core motivations.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2024/07/android-chrome-192x192--1-.png)Revenue Marketing AllianceWill Whitham![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1200/2021/02/jessica-lewis-SttTfXIqsf0-unsplash--1-.jpg)](https://www.cmoalliance.com/getting-started-with-b2b-marketing-segmentation/) AI tools like **chatbots and virtual assistants** can handle customer inquiries, provide recommendations, guide users along their journey, and more, saving you time and effort. This type of AI uses natural language processing to understand and respond to customer questions in a natural way, and can also remember interactions and context to deliver better answers (a.k.a., more personalized). You can also use AI to **predict** [**future**](https://www.cmoalliance.com/seo-2-0-how-to-adapt-to-the-future-of-search/) **behaviors and trends** based on historical data. AI can identify patterns that indicate a customer might churn, for example, which allows you to focus on retention strategies. It’s also worth noting that AI and machine learning can be used to **automate the customization** of marketing messages and campaigns. They can make adjustments in real time and apply personalization techniques to hundreds, thousands, and millions of users simultaneously – while ensuring each individual receives a relevant and engaging experience. ## **The challenges preventing you from implementing and scaling personalization** Implementing personalization isn’t always easy and often comes with its own challenges. - **Data collection**: You have to handle data from many sources, which are often in isolated systems, making it hard to create a unified view of your customers. To overcome this, you can implement customer [data platforms and tools](https://www.cmoalliance.com/18-tools-for-data-collection-in-2024/) to integrate and collate data from multiple sources. - **Privacy and compliance**: You must adhere to regulations like GDPR and others, which vary by region and tend to be quite complex. But this also helps to build consumer trust, so be transparent about it. - **Content creation**: Personalized marketing means creating a large amount of content catering different groups. It can be tough to maintain brand consistency as well. And, though automation is crucial for this process, you have to avoid losing a more human and personal touch. - **Cost and resource allocation**: You may end up using a lot of resources and spending a significant amount of money, so you must ensure ROI for all your personalization initiatives, which can be a challenge. ## **Real-life examples of personalization in marketing** Do you know how renowned companies have successfully used personalization in their marketing campaigns? We want to leave you with a few examples that illustrate everything we’ve talked about. --- ### **Netflix** Netflix’s revenue has grown by almost [30 billion USD since 2007](https://www.statista.com/topics/842/netflix/#topicOverview), when they switched to a subscription-based video streaming service. Everyone who subscribes to Netflix (and even those who don’t) is aware that the platform offers recommendations based on users’ viewing history, ratings, and preferences – meaning they’re able to suggest TV shows and movies tailored to individuals. They achieve this by using an advanced algorithm and data analysis. The result? This personalization allows them to boost user engagement levels, as well as satisfaction, helping Netflix to increase loyalty and [customer retention](https://www.cmoalliance.com/from-onboarding-to-upselling-key-tactics-for-successful-retention-marketing-in-the-saas-industry/). Another thing Netflix did was A/B test its personalized recommendations, which allowed them to understand what viewers wanted to see. --- ### **Spotify** > *“Personalization is at the heart of what we do at Spotify – just think of fan-favorite playlists like Discover Weekly, or our annual Wrapped campaign.” –* [***Spotify Newsroom***](https://newsroom.spotify.com/2023-02-22/spotify-debuts-a-new-ai-dj-right-in-your-pocket/) Spotify really hit gold with their ‘Spotify Wrapped’ campaign. It provides music listeners with a personalized year-in-review that showcases the songs, artists, and genres they listened to the most. What this does is promote sharing. People love to share their Wrapped summaries, whether on social media or in-person, leading to brand loyalty, user engagement, and word-of-mouth marketing. Other companies have adopted this method, creating their own version of Wrapped (e.g., Strava’s Year in Sport and Duolingo’s Year in Review), which shows the widespread power of this marketing strategy. But that’s not all. Spotify also released an AI DJ, which is a “personalized AI guide that knows you and your music taste so well that it can choose what to play for you. This feature (...) will deliver a curated lineup of music alongside commentary around the tracks and artists we think you’ll like in a stunningly realistic voice.” Due to their choices, including their focus on personalization, Spotify is set to grow to [$33.97 billion USD by 2027](https://www.statista.com/outlook/dmo/digital-media/digital-music/music-streaming/worldwide). --- ### **Coca-Cola** The ‘Share a Coke’ campaign was a huge success for the brand due its heavy reliance on personalization. By adding popular names, they encouraged consumers to find bottles with their names, or the names of their loved ones. It sounds simple, doesn’t it? But a lot of work went to make this campaign happen. [According to the brand](https://www.youtube.com/watch?v=0wnJpTpbJPE&ab%5Fchannel=TheCoca-ColaCo.), it required: - 150 submissions to their marketing approvals committee - 25 risk assessment meetings - 4,000 hours of talking to Coca-Cola stakeholders individually - 225 trademark searches - 40 hours to get the right red - 2,302 original artworks - 4 weeks to find a machine that could print the names on the cans - 303,669 point-of-sale pieces - 5,287 words they didn’t want on the cans By doing this, Coca-Cola fostered a personal connection with buyers, leading to a boost in sales and massive [social media](https://www.cmoalliance.com/social-medias-influence-on-video-marketing/) sharing. All the hard work paid off. --- ## **In short** [Personalization](https://www.cmoalliance.com/retention-marketing-best-practices-for-b2b-revenue-marketers/#1-personalization-leads-the-way) in digital marketing is not a luxury but an absolute necessity. Companies like the ones mentioned in this article really showcase just how powerful personalization in marketing can be. Ultimately, successfully implementing personalization strategies can set you apart from your competition, and help you to build those all-important relationships with customers to drive growth. --- We touched briefly on AI and one thing’s for sure: personalization would be 1,000x more difficult without it. If you’re looking to save some time and money but still get the results you want out of your marketing, check out our ebook “[From data to dollars: How generative AI transforms revenue, digital, and growth marketing](https://www.cmoalliance.com/from-data-to-dollars-how-generative-ai-transforms-marketing-ebook/)” – and learn how to optimize your campaigns. [How Generative AI Transforms Revenue, Digital, and Growth MarketingBoost conversions, optimize campaigns, and maximize your revenue growth with a click of a button. Discover proven techniques and cutting-edge strategies to leverage AI in revenue marketing.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2024/07/android-chrome-192x192--1-.png)Revenue Marketing AllianceRevenue Marketing Alliance![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w1200/2024/03/How-Generative-AI-Transforms-Revenue--Digital--and-Growth-Marketing-1.png)](https://www.cmoalliance.com/from-data-to-dollars-how-generative-ai-transforms-marketing-ebook/) ### Product marketing job interview questions URL: https://www.cmoalliance.com/product-marketing-job-interview-questions-framework/ Last updated: 2025-01-29T13:20:54.000Z [Hiring the right product marketer](https://www.productmarketingalliance.com/challenges-in-product-marketing-recruitment-how-to-overcome-them/) can be a game-changer for your team. But finding the right fit? That’s where things get tricky. [A great interview](https://www.productmarketingalliance.com/must-ask-product-marketing-interview-questions/) should feel like a conversation, not just a checklist of questions. That’s why we’ve put together this list of product marketing job interview questions – so you can confidently assess candidates’ skills, experience, and approach to product marketing. If you’re [looking for your next PMM role](https://www.productmarketingalliance.com/landing-your-dream-product-marketing-job-a-step-by-step-guide-ebook/), this template is also a valuable resource to help you [prepare for interviews](https://www.productmarketingalliance.com/how-to-prepare-for-a-product-marketing-interview/), anticipate key questions, and refine your answers. ## What is a product marketing job interview questions template? This template is a set of interview questions designed to help you evaluate product marketing candidates effectively. It covers essential areas like career path, go-to-market experience, positioning, and strategic thinking. Instead of relying on generic prompts, this template gives you targeted questions to uncover a candidate’s strengths, problem-solving abilities, and fit for your team. For job seekers, it provides insight into what hiring managers are looking for –helping you feel more prepared and confident in your next interview. ## Who is it for? - **Hiring managers and recruiters** – Streamline your interview process and assess candidates on the skills that truly matter in product marketing. - **Product marketing leaders** – Identify the right talent to grow your team and drive business impact. - **Job seekers** – Get inside the mind of hiring managers and refine your responses to land your next role. ## How to use the template 1. **For hiring managers** – Use these questions to explore a candidate’s background, product marketing expertise, and strategic thinking. Tailor the list based on your team’s needs. 2. **For job seekers** – Review the questions to anticipate what you’ll be asked and practice structuring your answers with clear examples. ## Download your product marketing job interview questions template ![Product marketing sample interview questions ](https://www.productmarketingalliance.com/content/images/2025/01/PMM-Sample-interview-questions--.png) [Sample interview questionsSample interview questions.pdf142 KBdownload-circle](https://www.productmarketingalliance.com/content/files/2025/01/Sample-interview-questions.pdf "Download") [Sample interview questionsSample interview questions.docx1 MBdownload-circle](https://www.productmarketingalliance.com/content/files/2025/01/Sample-interview-questions.docx "Download") [Sample interview questionsSample interview questions Good interviews should feel more like a conversation, rather than one person firing questions over to the other. Follow this guide to really get to know the individual you’re talking to as well as the key information you need to know if they’re right for the j…![](https://www.productmarketingalliance.com/content/images/icon/kix-favicon-2023q4-45.ico)Google Docs![](https://www.productmarketingalliance.com/content/images/thumbnail/AHkbwyLGxCz6xXo4z_DMDZAkd4H8EqE4H5BBLa74vkHDxGqOux0_baHfDXQj-H6FW_ia5vTER-Gp_Hzkx9IQAf5WrTZG9nFs__YpTw-3y1MoPPpdq5Q0sUM-w1200-h630-p)](https://docs.google.com/document/d/1-erIp716h4reTtHTeTHWl9jHU7vVBs-%5FZF01uTVL2Ms/edit?usp=sharing) _This post is for paying subscribers only._ ### Sales script with recorded call disclaimer URL: https://www.cmoalliance.com/sales-script-with-recorded-call-disclaimer-framework/ Last updated: 2025-01-29T12:55:24.000Z Nowadays, it’s commonplace for calls of all types to be recorded. In the sales world, [conversation intelligence](https://www.productmarketingalliance.com/how-product-marketers-use-revenue-intelligence-and-conversation-intelligence/) allows for recorded calls to be analyzed and revisited so that reps can improve their performance. However, it’s common courtesy (and a legal requirement in much of the world) to let the recipient of the call know the call is being recorded. Reps can often be intimidated by the need to announce this, due to a fear of rejection, awkwardness, or something else. That’s why a short script with a guide to announcing the fact that the call is being recorded can help. It provides a repeatable routine the rep can incorporate into their usual openings. ## Download your recorded call disclaimer sales script *This template is only available to Pro and Pro+ Members. But if you’re not already a member, don't worry! We still have* [*tons of templates and frameworks*](https://www.productmarketingalliance.com/templates-frameworks/?filter=insider) *available for free in our Insider plan.* ![Sales script with disclaimer](https://www.productmarketingalliance.com/content/images/2025/01/recorded-call-disclaimer.png) [Sales script with recorded call disclaimerSales script with recorded call disclaimer.pdf97 KBdownload-circle](https://www.productmarketingalliance.com/content/files/2025/01/Sales-script-with-recorded-call-disclaimer.pdf "Download") [Sales script with recorded call disclaimerSales script with recorded call disclaimer.docx1 MBdownload-circle](https://www.productmarketingalliance.com/content/files/2025/01/Sales-script-with-recorded-call-disclaimer.docx "Download") [Sales script with recorded call disclaimerSales script with recorded call disclaimer Nowadays, it’s commonplace for calls of all types to be recorded. In the sales world, conversation intelligence allows for recorded calls to be analyzed and revisited so that reps can improve their performance. However, it’s common courtesy (and a lega…![](https://www.productmarketingalliance.com/content/images/icon/kix-favicon-2023q4-44.ico)Google Docs![](https://www.productmarketingalliance.com/content/images/thumbnail/AHkbwyIGs5sNTvDMs0VmBIEgN6R0Yj9qiWRNz2YAOLy32cRyjh-tVbVM58JbRu2ZT626KPW8J70YMk_NLpmcxA_ESV2oDo8AzEFmwxXBMDnhO5HOU5Ly1sUY-w1200-h630-p)](https://docs.google.com/document/d/1TlUrhgqXLwu3KL1EOnVf%5FQtfJRZdPriWoeLp5yUTCaM/edit?usp=sharing) _This post is for paying subscribers only._ ### Sales playbook template URL: https://www.cmoalliance.com/sales-playbook-template-framework/ Last updated: 2026-01-06T12:26:17.000Z Our sales playbook template is designed to help your team navigate the sales process with confidence, ensuring consistency and alignment across all reps. Whether you're [launching a new product](https://www.productmarketingalliance.com/a-visual-guide-to-product-launches/), [onboarding new sales reps](https://www.productmarketingalliance.com/sales-onboarding-checklist-framework/), or [refining your sales strategy](https://www.productmarketingalliance.com/the-importance-of-a-strong-pre-order-sales-strategy/), a sales playbook is the tool you need to streamline operations and hit your targets. ## What's inside the playbook template? The sales playbook template is a structured guide that lays out the objectives, product details, and step-by-step procedures your sales reps should follow to engage prospects effectively and close deals. It's a customizable resource that can be tailored to your business needs, offering your team a go-to reference for: - **Company overview**: Key company facts, vision, growth strategies, and the roles and responsibilities of sales reps. - **Product portfolio**: Detailed information on the products and services your team is selling, including benefits and value propositions. - **Buyer personas**: [Insights into your ideal customers](https://www.productmarketingalliance.com/practical-guide-building-using-buyer-personas-video/), their needs, and the sales methodologies that work best. - **Sales cadence**: A sequence of actions your reps should take, from the first touch to closing the sale, including email, call, and social media interactions. - **Tech stack guidelines**: Instructions on the tools your sales team needs, including CRM systems and lead tracking processes. ### How to use the sales playbook template 1. **Customize the template**: Adapt the template to fit your company’s products, market, and sales methodology. Focus on sections that are relevant to your business and update them regularly as your strategy evolves. 2. **Train your sales team**: Use the playbook to provide consistent training to new hires and existing team members. It can serve as a reference for sales processes, buyer personas, and key messaging. 3. **Align sales and marketing**: Ensure sales and marketing teams are aligned by including shared resources, such as messaging frameworks, email templates, and case studies, to maintain a cohesive brand message. 4. **Track and improve performance**: Define KPIs and benchmarks in the playbook to help track sales performance and identify areas for improvement. Use examples of both good and poor performance to guide reps toward success. ## Download your sales playbook template *This template is only available to Pro, Pro+, and Exec+ Members. But if you’re not already a member, don't worry! We still have* [*tons of templates and frameworks*](https://www.cmoalliance.com/templates-frameworks/?filter=insider) *available for free in our Insider plan.* ![Sales playbook template](https://www.productmarketingalliance.com/content/images/2025/01/sales-playbook-template.png) [Sales playbook templateSales playbook template.pdf107 KBdownload-circle](https://www.productmarketingalliance.com/content/files/2025/01/Sales-playbook-template.pdf "Download") [Sales playbook templateSales playbook template.docx1 MBdownload-circle](https://www.productmarketingalliance.com/content/files/2025/01/Sales-playbook-template.docx "Download") [Sales playbook templateSales playbook template A sales playbook is a record of objectives, product details, and the specific procedure you want reps to follow during the sales process. Maybe there are certain questions you want them to ask, content you want them to share, or particular pieces of information you need t…![](https://www.productmarketingalliance.com/content/images/icon/kix-favicon-2023q4-43.ico)Google Docs![](https://www.productmarketingalliance.com/content/images/thumbnail/AHkbwyKLck8M-5TcF_yt2nlUulXhqJp3TRdXZ7dXym7LGFb5kF5fHEizFWD8hCYKgpZH70QJKNxwYZlginlcirhLvZPyTVsDFgUZrnMraNhgWgc0OSgswXIn-w1200-h630-p)](https://docs.google.com/document/d/1-N30bQX3iuLw0CbHuwzqZJGxoxDNo06dyoG62LxfmpQ/edit?usp=sharing) _This post is for paying subscribers only._ ### Ideal customers, ideal messaging: Getting started with ICPs URL: https://www.cmoalliance.com/ideal-customers-ideal-messaging-getting-started-with-icps/ Last updated: 2026-05-12T09:25:12.000Z Your [ideal customer profile (ICP)](https://www.cmoalliance.com/ideal-customer-profile-vs-buyer-personas/) should be at the heart of everything your business does. However, companies get it wrong all the time – often because [internal teams](https://www.cmoalliance.com/closing-the-gap-between-revenue-teams/) are misaligned on who the ICP actually is. Today – drawing from my experience of working with ICPs of all shapes and sizes at DataTracks, FreshWorks, and Prismforce – I’ll walk you through how to get it right. Here's a taste of what I'll cover: 1. Why you really need to nail down your ICP 2. How to build a great ICP 3. How to map your messaging to your ICP 4. Examples of effective ICP messaging Let’s get into it. ## Why you need an ICP Here’s an interesting stat: [**74%**](https://instapage.com/blog/personalization-statistics) of customers feel frustrated when [content](https://www.cmoalliance.com/how-content-fuels-revenue-marketing-objectives/) isn’t relevant to them. [![74% of customers feel frustrated when content is not relevant.](https://lh7-us.googleusercontent.com/docsz/AD_4nXf07691wIreWrxPWV1LaygoD_boZjbuGArYpvLcTfk2fqlQ-gYEsj6yPU2MWecjPz3y4ABvUHyRTS1ExXYU0o5e2ePkIPS7IvaaoBDgje4Ftn5Aj80-slPJkQPUBd1YBbxuZABCZ6icRqFqCzc2LNu0Ip0?key=t9xnhF_NgzidaxmJQDFQCA)](https://www.cmoalliance.com/ideal-customers-ideal-messaging-getting-started-with-icps) That means we need to push for personalized experiences across the board – from [customer support](https://www.customersuccesscollective.com/the-complete-guide-to-how-customer-support-customer-success-and-product-development-work-together/) to marketing and sales. If you're not speaking your customers' language about their pains and benefits, you'll lose them right off the bat. That's why truly understanding your ICP is so crucial. It’s also why we need [tighter alignment](https://www.cmoalliance.com/marketing-throughout-sales-cycle/) between product, marketing, and sales teams. Each of these groups can benefit from a clearly defined ICP in its own way. For product teams, the rewards for getting the ICP right are obvious – they can build products and features based on what customers actually want, not just what the competition is doing. For marketing teams, nailing the ICP translates to [spot-on messaging](https://www.cmoalliance.com/how-to-nail-your-product-messaging/) and content. You don't want to burn marketing dollars on generic messaging that doesn't land with your potential customers. Similarly, a watertight ICP will help sales teams to [nail their pitch](https://www.cmoalliance.com/how-to-craft-a-sales-pitch-that-wins/). You can't just walk into sales conversations with generic chat – you need to appeal to prospects’ [pain points](https://www.gotomarketalliance.com/do-you-know-how-to-use-customer-pain-points-to-your-advantage/) and desires. We've all made these mistakes before - going into marketing or sales conversations thinking we know the ICP, only to waste tremendous time, effort, energy, and money on the wrong targets. Getting laser-focused on our true ICP from the start is paramount across product, marketing, and sales. Otherwise, we're just throwing darts in the dark. ## Why you need to tailor your messaging to your ICP Let's look at some well-known companies' early messaging – not their current positioning, but rewind to when they were just starting out. Think Salesforce, Slack, HubSpot. We all know what these companies do now, but how well did their initial messaging resonate? [![Three examples of generic messaging. Salesforce: "Access your CRM anywhere with our cloud platform". Slack: "Helps eliminate email culture". Hubspot: "Attract more visitors with inbound marketing".](https://lh7-us.googleusercontent.com/docsz/AD_4nXd-kbeOSSPTPcJhcpVlO41Xcox7ZKman7vLciLQRi99PgAzfu8ApxNanajaHisliEMDOJZ5zhJWotKzv1RNznXKuuHyNASADw6KLltehroGycrpYmoIrBnBGEOA6OfsA2BMoroz35xPPgpTMXy0YetP02Mi?key=t9xnhF_NgzidaxmJQDFQCA)](https://www.cmoalliance.com/ideal-customers-ideal-messaging-getting-started-with-icps) Salesforce's old messaging was “Access your CRM anywhere with our cloud platform.” The cloud angle made sense back then as companies moved off legacy systems, but is that punchy enough today? Slack’s initial messaging was “Slack helps eliminate email culture.” That’s true, but does it truly capture the immense value that Slack offers teams? [HubSpot](https://www.gotomarketalliance.com/how-to-master-narrative-design-q-a-with-hubspot/) started as an inbound marketing tool, so their line was “Attract more visitors with inbound marketing.” Sure, but is that the core value they provide now? Here's my take: for a sales team, Salesforce's mobile cloud access is nice, but the true benefits are closing deals faster and getting full visibility into what to do next. They're missing that practical sales performance angle. Similarly, Slack is hugely powerful for collaboration, but that “no more [email](https://www.cmoalliance.com/email-marketing-best-practices/)” messaging fails to capture all the richness of how it transforms teamwork. And for marketing these days, it's not just about top-of-funnel visitors. Marketers are held accountable for real leads and pipelines, so HubSpot's visitor focus seems too narrow for the modern marketing remit. Clearly, that generic messaging worked okay at the time these platforms first appeared on the scene, but would it resonate with modern buyers? I don’t think so. So, how has these companies’ messaging evolved? [![Updated messaging. Salesforce: "We help growing businesses grow". Slack: "Made for people. Built for productivity". HubSpot: "Grow better with HubSpot."](https://lh7-us.googleusercontent.com/docsz/AD_4nXekaT8mFvgtGmJ6pDu91HoC0jGCwuYr7_6WHfBwHKY5cXOkdMZSVNA5nNG5X47sGgWogbqqPGnUdu4pGHI8ndOpG6jKDD88n0lGY-_iAgcU1Dcpct5RpRugAJklFHLVT2OPndFFxv76HpyYuww3lZ6XyI9V?key=t9xnhF_NgzidaxmJQDFQCA)](https://www.cmoalliance.com/ideal-customers-ideal-messaging-getting-started-with-icps) Salesforce now says, “We help growing businesses grow.” This better reflects the enterprise-level businesses they’re targeting today. Slack switched to “Made for people, built for productivity.” This makes sense given their broad customer base—they’re focusing on productivity for all kinds of teams. HubSpot has a similarly broad line: “Grow better with HubSpot.” While all these messaging examples are undoubtedly better than their earlier iterations, they still feel pretty generic to me – like they could apply to almost any business. Are they really nailing who their ideal, best-fit customers are? ## The elements of a great ICP Let’s define what we actually mean when we talk about an ideal customer profile. To me, it's your best-fit potential customers. There are a few key elements to consider as you set about identifying these ideal customers for your business: _This post is for paying subscribers only._ ### Customer journey map framework URL: https://www.cmoalliance.com/customer-journey-map-template-framework/ Last updated: 2026-01-06T12:31:05.000Z ## What is the customer journey map framework? The customer journey map framework is a comprehensive tool designed to help marketers and customer success professionals visualize and optimize the entire customer experience. Broken into five distinct sections, it outlines the various stages a customer goes through in their journey (from initial awareness to post-purchase loyalty), and maps out every interaction and touchpoint along the way. The framework helps businesses understand their customers' needs, expectations, and pain points at each stage of their journey. ### Who's this framework for? Although initially designed for product marketers, the framework is also ideal for [sales enablement professionals](https://www.productmarketingalliance.com/your-guide-to-sales-enablement/), UX designers, customer success teams, and any business professionals concerned with enhancing customer experiences. Whether you're part of a startup or a large corporation, this tool can be tailored to fit the unique requirements of your organization and target audience. ### Why should you use this framework? The customer journey map framework has several key benefits: - **Holistic view of the customer experience**: Gain a complete understanding of your customer's journey, identifying key touchpoints and interactions that influence their decisions. - **Enhanced customer satisfaction**: By recognizing and [addressing customer pain points](https://www.productmarketingalliance.com/customer-needs-and-how-to-meet-them/), you can improve the overall experience, leading to higher satisfaction and loyalty. - **Data-driven decision making**: Use the insights gathered from the journey map to make informed decisions on marketing strategies, product improvements, and customer service enhancements. - **Cross-Functional Collaboration**: Foster collaboration across different departments such as marketing, sales, design, and customer support to ensure a seamless customer experience. - **Strategic improvements**: Identify opportunities for optimization at each stage of the customer journey, from awareness to loyalty, ensuring that your strategies are aligned with customer needs and business goals. ## Download your customer journey map template ![Customer journey map framework](https://www.productmarketingalliance.com/content/images/2024/10/Customer-journey-map-framework.png) [Customer journey mapCustomer journey map.pptx2 MBdownload-circle](https://www.productmarketingalliance.com/content/files/2024/07/Customer-journey-map.pptx "Download") [Customer journey mapDigital Touchpoints Physical Touchpoints PR Radio or TV Word of Mouth Online Display Search Data Paid Content Email Data Landing Page Social Media 3rd Party Direct Mail Store & Branch Agent & Broker Mobile App Websites Web Service Community Twitter/Social Call Center Chat Offer in Invoice Mailing…![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/favicon-2023q4-5.ico)Google Docs![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AHkbwyJsbPbfIk_y5ko3_OuZiZwHi5cGZVjePLhSYXNthT4NnLLqOv5YZPizn5dkpT6MOo_Wg8aeSxjywD_KL5Vh6E1YUo5hsjds5wm9gcVnIXoSij6NwYz4-w1200-h630-p)](https://docs.google.com/presentation/d/1CGnHMiHGeiizTM0wI1fk8zQOIV7Y0NQfOkccJvprIhE/edit?usp=sharing) _This post is for paying subscribers only._ ### Landing a TEDx Talk should be a top priority for CMOs URL: https://www.cmoalliance.com/tedx-talk-top-priority-for-cmos/ Last updated: 2024-08-19T13:13:38.000Z As the marketing landscape grows increasingly competitive, [building a personal brand](https://www.cmoalliance.com/personal-branding-how-to-overcome-the-fear-and-embrace-the-journey/) has never been more crucial. For CMOs in particular, one powerful way to showcase their expertise, and enhance their personal brand, is through landing a TEDx Talk. Simple, right? Well, not really. It’s common knowledge that one of the most common fears is public speaking – some even say they fear it more than death itself. But if you're a marketer, you are a communicator by profession, and speaking is probably something you do regularly. Plus, in an age where developing a personal brand is increasingly becoming part of a career plan, especially in marketing, the TEDx platform offers a proven way to make an impact for yourself and others. ## The value of TEDx Talks for marketing leaders First and foremost, before even considering one, you must have a genuine and passionate “idea worth spreading.” That's what the platform is founded on and why it is no surprise that TED talks are increasingly used in the education world to spark discussion, as projects, professional development, and supplemental teaching. TED talks have millions of views daily, are on a variety of topics, and are in multiple languages across the globe. Plus, they're posted on YouTube, the second-largest search engine in the world. So, for this reason, and many others, if you have a message to deliver that you think is important to share, this is one of the most effective ways to do it. But before you do, there are certain practices to follow to put your best foot forward, and in this article, I'm going to share them from some experts in the TEDx world. It involves a blend of strategy and a bit of luck. However, if you can secure an invitation, TEDx offers a unique, brand-surging platform to share your ideas, experiences, and stories, positioning you as a thought leader in your field. TEDx talks have seen a significant increase in interest due to their unique ability to spread innovative ideas and stories to a global audience. These events provide a prestigious platform for thought leaders and experts to share their insights, which helps build their credibility and influence. Although hard numbers are unavailable, it’s estimated that for each of the more than 3,000 TEDx events held annually worldwide, there can be hundreds of applicants vying for around ten speaking spots, making the selection process highly competitive. This intense competition underscores the value and impact of delivering a TEDx talk. That impact can significantly boost your personal brand, and CMOs looking to elevate their brand have several reasons for shooting for a spot on the red dot. ## Four reasons why CMOs should focus on securing a TEDx invitation ### It increases credibility and authority Being a TEDx speaker instantly elevates your status as an expert in your field. The TED brand is synonymous with quality and innovation, and associating yourself with it lends credibility to your personal and professional endeavors. According to [Geoffrey Berwind](https://www.linkedin.com/in/geoffreyberwind/), a seasoned TEDx speaking coach and storyteller: > "The credential of being a TEDx speaker is so high that people will pay attention and watch your talk all over the world for years." ### It has a broad reach and evergreen visibility TEDx talks are available on YouTube, the second-largest search engine in the world, reaching a global audience. This visibility can attract new followers, clients, and opportunities, expanding your influence far beyond your immediate network. [Tom Puketza](https://www.linkedin.com/in/thomas-puketza-des-44a27821/), Executive Director of Finale Events and the Gainesville TEDx organizer, has seen dozens of TEDx speakers leverage the platform, with one even going viral. "A TEDx talk provides a unique platform where you can have a potential impact on a very large scale," he says. “You never know what talk will resonate the most, but it is out there forever for the world to see.” ### Helps define and share your message [Katie McCleary](https://www.linkedin.com/posts/katie-mccleary-a3a7339%5Femotionalintelligence-tedxtalk-activity-7183957783120166912-qfMM/), an author, coach, and speaker whose TEDx talk has more than 1.3 million views, says the TEDx experience helped her put a stake in the ground to identify her message — the one she plans to build on for her brand. “If you have an idea worth spreading, TEDx is a wonderful opportunity to highlight your unique idea coupled with your experience in a particular area,” says McCleary. “As a thought leader, refining your message and making it stick to audiences is key, and the TEDx process and talk will help you create that message.” [Alleah Freidrichs](https://www.lawofattractionwithalleah.com/) is a “Law of Attraction” life coach and within a few days of her [TEDx](https://www.youtube.com/watch?v=Vuyp-Qj5dx4) launch, she’d already amassed thousands of views. She acknowledges the competitive process and hard work it took to land a chance to stand on the red dot, but says doing a talk has helped elevate her brand and thought leadership. It’s worth all the work to achieve it.” [The power of B2B thought leadership in marketingJoin me as we explore the nuances of building a credible, influential thought leadership presence in the competitive world of B2B SaaS.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2021/02/CMO_Alliance-Colour-Logomark_tiny.png)CMO AllianceDr. Karthik Nagendra![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2024/01/lightbulb-idea-image.png)](https://www.cmoalliance.com/the-power-of-b2b-thought-leadership/) ### It supports authentic connection TEDx is about sharing authentic stories and ideas worth spreading. By presenting a genuine, heartfelt talk, you connect deeply with your audience, fostering trust and loyalty essential for building a strong personal brand. Speech coach Geoffrey Berwind has trained dozens of TEDx presenters and shares the secret sauce that makes the difference between a good and great TEDx speech. “Storytelling cuts through everything and Taking the desire to give a TEDx talk and turning it into an actual speaking engagement requires a strategic commitment—one that is not for the faint of heart. Many speakers note that while applying for a TEDx talk is a significant first step, securing a spot is a completely different challenge. It demands dedication, meticulous preparation, and a compelling narrative that resonates with the event’s theme and audience. Some say it took them years and dozens of applications to land a talk, while others share that once they were accepted, they spent 10-20 hours a week perfecting and practicing their speech. It's not unusual for speakers to practice their speech 250 times or more before they step on the stage. And if you are interested in taking the journey, here are some valuable inside tips to help you. 💡 Pssst...TEDx isn't the only platform CMOs can use to enhance their personal brand. Our CMO summits bring together the brightest and most talented marketing leaders to share proven strategies - and shape the future of the industry. If you have an ****inspiring** and ****thought-provoking** case study to share, [apply to speak here](https://www.cmoalliance.com/speaking-opportunities-with-the-cmo-alliance/). ## Ten tips for maximizing your chances of landing a TEDx Talk invite ### Identify your unique idea Your talk should center around a compelling, original idea that resonates with a broad audience. Think about what sets you apart and what unique perspective you can offer. TEDx is looking for "ideas worth spreading," so ensure your topic is innovative and impactful. ### Craft a strong application Follow the application guidelines meticulously. Include a clear, concise summary of your talk, a short bio, and a two-to-three-minute video introducing yourself and your topic concisely. ### Be authentic and passionate Your passion for your subject should shine through. Authenticity is key; share personal stories that illustrate your points and make your message relatable. Berwind advises, "[Great storytelling](https://www.cmoalliance.com/story-masters-2-the-structure-of-great-brand-stories/) focuses on pivotal moments where you have epiphanies, where there's a change of direction, a new course of action." [Human connection is at the heart of marketing successLooking ahead, it will be critical to connect with your audience on a profound human level.![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/size/w256h256/2021/02/CMO_Alliance-Colour-Logomark_tiny.png)CMO AllianceSarah Roberts![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/2024/02/human-connection-image.png)](https://www.cmoalliance.com/human-connection-is-at-the-heart-of-marketing-success/) ### Showcase your speaking skills While you don't have to be a professional speaker, demonstrating good speaking skills can help. Practice speaking clearly and confidently on camera to make a strong impression. ### Highlight your expertise While TEDx is not about selling yourself, showcasing your expertise can help establish your authority on the topic. Share relevant experiences and credentials that lend credibility to your talk. Puketza emphasizes the importance of presenting yourself as "your best self, but still yourself." ### Pay attention to the TEDx theme Each location has an annual theme. Ensure your speech is not only relevant to that theme but also clearly demonstrates how it supports and enhances it. Tailor your application to highlight the connection between your talk and the event’s focus, showing the organizers that your presentation will provide valuable insights and align seamlessly with their objectives. This demonstrated alignment can significantly boost your chances of being selected. ### Understand the TEDx criteria Familiarize yourself with TEDx's core principles. No selling from the stage, no fundraising, and the focus should always be on spreading valuable ideas. Berwind explains, "The first rule of TED is no selling from the stage. A good TEDx organizer will be looking for people with something authentic to say." ### Be ready for rejection Understand that competition is fierce. Be prepared to apply multiple times and refine your pitch based on feedback. Persistence and resilience are crucial. Berwind advises, "Are you willing to apply many times? Are you patient? Is it an idea worth spreading?" ### Seek feedback Before applying, seek feedback from mentors, peers, or speaking coaches. Constructive criticism can help you fine-tune your message and delivery. ### Practice, practice, practice Once selected, practice your talk extensively. Rehearse in front of friends, record yourself, and make improvements. The more you practice, the more confident and polished you'll be. Puketza recommends, "Enjoy the process and remember that it is a job, but also a fulfilling and rewarding experience." Landing a TEDx talk can be a valuable experience achieved through strategic preparation, expertise, and a bit of luck, too. Securing the talk is just the beginning. For CMOs, a TEDx talk will enhance your credibility and showcase your expertise. This platform not only amplifies your professional profile but also demonstrates your value, marketing acumen, and communication skills, positioning you as a thought leader in your industry. ***For more information and details on how to approach the TEDx process,*** [***listen here***](https://podcasts.apple.com/us/podcast/the-growing-pursuit-of-the-tedx-talk-to/id1705216441?i=1000656984088)***.*** ### Five (very different) marketing paths to the C-suite URL: https://www.cmoalliance.com/five-very-different-marketing-paths-c-suite/ Last updated: 2024-08-19T13:15:21.000Z Have you ever dreamed of sitting in the executive chair, steering the ship of a major company? If so, you’ve come to the right place. Today, we're going to chart the course from marketing manager to the C-suite – a journey many dream of, but few complete. The path to the C-suite is no walk in the park; in fact, only a small fraction of marketers ever reach those lofty heights. But fear not! I'm here to be your guide, sharing hard-won insights from my own career and from trailblazers who've successfully made the leap. As part of The Product Marketing AI podcast, which I launched a couple of years ago, I've had the pleasure of speaking with people who’ve progressed from marketing manager roles all the way to executive and leadership team levels. Here, I'm going to outline five of my interviewees’ career paths. Before we dive in, a quick reminder that no two people's journeys in marketing are the same. You can look at as many case studies as you want, but all of those are going to be context-specific, location-specific, and even industry-specific. Still, we can all stand to learn something from each of these stories. Let’s get into it. ## Five inspiring career journeys for aspiring CMOs ### PMM to EVP of Products The first person I want to highlight today is [Becky Trevino](https://www.linkedin.com/in/beckytrevino/?ref=productmarketingalliance.com). She moved from a senior product marketing role into the position of EVP of Product, which is, from what I've seen, the road less traveled. [Becky won the PMA Leader of the Year award in 2022](https://www.productmarketingalliance.com/product-marketing-leader-of-the-year-award-winner-2022/), and she has some high-level experience in the product marketing world. The quote that really stood out to me from our discussion was about understanding the problems her stakeholders in the organization were having, and then marrying that with the organizational design she was pitching to solve those problems. That meant that as she took on new areas of responsibility, she was able to showcase the value she was driving throughout the organization. Becky highlighted three key areas that you need to focus on to progress to a leadership team level: 1. **Picking a manager:** This is hugely underrated from a career progression point of view. Five years ago, Becky started working for a fantastic manager at Snow Software. That manager continued to ascend the organization and brought Becky along with her. Every time the manager got a promotion, Becky followed, taking on more roles and responsibilities. 2. **Being board-level ready:** Anyone who's helped a marketing leader or CMO prepare a board pack knows how stressful it is. Everything has to be perfect. You have to tell the right story, bring the right numbers, and be ready for everything that execs are going to throw at you. Being able to pull all that material together and present it in a coherent and exciting way is vital. 3. **Solving problems:** As Becky's career grew, she was able to take on competitive intelligence and pricing and packaging. All of this helped her grow into the role of EVP of Products. Becky's journey is a wonderful case study of how to go from a product marketing role into a product management role at the executive level. ### PMM to VP of Product Marketing The second example I have today is [Harvey Lee](https://www.linkedin.com/in/mr-harvey-lee/?ref=productmarketingalliance.com), Product Marketing Alliance’s former VP of Product Marketing. In the picture below, he's promoting his book, [Backstage Pass](https://www.productmarketingalliance.com/definitive-product-marketing-reading-list/#91%29-backstage-pass-%E2%80%93-harvey-lee). I'm very happy to say that I have a copy of the book here with me, and I encourage everyone reading this to buy it too. Some things Harvey said really resonated with me. He emphasized that there are no shortcuts in writing a book, and there are no shortcuts in product marketing as a whole. There are tools you can use to make your life easier and speed things up, but a lot of it is just really hard work. Harvey highlighted three key areas for his career growth: 1. **Building a brand:** Harvey worked on some [massive launches for Xbox](https://www.productmarketingalliance.com/how-xbox-leveraged-product-launch/). These were B2C projects with huge exposure and pressure. He learned a ton of lessons and started to [build a personal brand](https://www.cmoalliance.com/personal-branding-how-to-overcome-the-fear-and-embrace-the-journey/). This is crucial for people early in their career journey. Choose a brand that's going to give you brand recognition and name recognition in the industry. 2. **Writing skills:** He highlighted the importance of being able to write. Tools like Grammarly certainly help you be succinct and grammatically correct, but being able to write effectively – whether that’s for your collateral, website, blog posts, or positioning documentation – is paramount. How you write and tell that story is super important. 3. **Communication:** Anyone who's seen or spoken to Harvey in person knows that he's a wonderful communicator. He uses those skills to tell stories, both visually and in written form. ### PMM to Senior VP of Marketing The next person I want to spotlight is [Jill Roberson](https://www.linkedin.com/in/jillgrozalsky/?ref=productmarketingalliance.com), a former colleague of mine who has progressed from a product marketer to a Senior VP of Marketing. She works for Velir, a digital agency based in the US. The quote that really stuck with me from speaking to Jill was about how technology has forced her to stay informed in the marketing tech space, and [AI](https://www.productmarketingalliance.com/reimagine-product-marketing-with-generative-ai/) has pushed her to be a consummate learner. This is huge for anybody who wants to progress in their career. You have to be willing to learn and take on new challenges, just like Becky did in her role at Snow Software. Tackle new problems, take on new remits, and do them well. Jill highlighted three key areas that have been pivotal for her career progression: 1. **Presentation skills:** Being able to get on stage, command an audience, and really wow people with your content and delivery is a fundamental skill for anybody who wants to be in a leadership team position, either in product marketing or as a CMO. It's massively important to take all the opportunities you can get to present internally and externally. 2. **Knowing your numbers:** Tracking and reporting information is crucial for product marketers today. We need to move closer to revenue generation, win rate percentages, pipeline, and website conversion rates. Jill's ability to track, report, and communicate the value she brings led to her promotions from Director of PMM to VP of Digital Marketing, and then to Senior VP of Marketing. 3. **Lifelong learning:** From a technology perspective, Jill is a consummate learner. Everybody needs to bring that mindset to their career. It's not about getting stuck on every latest fad, but being aware of new tools and skills and how you can apply them to your career. ### PMM to CMO Next, we've got to the PMM to CMO path. The person I want to highlight here is [Elliott Rayner](https://www.linkedin.com/in/elliottrayner/?ref=productmarketingalliance.com), who, when I interviewed him, was the CMO at ARION. He’s recently moved to OWOW Agency, where he’s the Director of Marketing and Growth. Elliott's had a phenomenal journey in his marketing career. He's worked at really cool brands like Adidas, for example, and has held senior roles there in marketing and product marketing. Elliot outlined three key areas that have been key for his career progression: 1. **Moving from a big brand to a small brand:** If you’re in a senior role at a large company, one way to make the jump to CMO is by moving to a smaller brand – somewhere that's a little bit scrappy or has a smaller team and budget. These smaller brands present huge opportunities for you to put your own stamp on things and drive value for the business. 2. **Focus on customer success:** Working closely with the customer success team is essential, especially for a subscription business where you need to be very aware of churn. While sales enablement is a huge part of product marketing as a whole, Elliot believes that customer success is an area that needs to be more tightly monitored. 3. **Being a T-shaped marketer:** Elliot has developed a really broad set of skills. This T-shaped approach – having a broad knowledge across many areas of marketing while also having deep expertise in specific areas – has been key to his success. ### PMM to CEO The fifth example I'm going to share is [the path from PMM to CEO](https://www.productmarketingalliance.com/c-suite-interview-derek-osgood-ignition/). [Derek Osgood](https://www.linkedin.com/in/derekosgood3/?ref=productmarketingalliance.com), who many people in the product marketing space will know, is the founder and CEO of [Ignition](https://tools.productmarketingalliance.com/en/listings/1879509-ignition?ref=productmarketingalliance.com), a go-to-market platform with the PMA stamp of approval. Ignition has recently completed a fundraising round, and Derek has done an absolutely phenomenal job in growing his business and brand. Derek highlighted three key areas that have been crucial for his journey from product marketer to CEO: 1. **Crafting a pitch:** You need to be able to pull together a presentation and tell a great story, both with numbers and words. When you can do that, you can bring people on a journey with you. This skill is essential for convincing investors, partners, and customers to believe in your vision. 2. **Fundraising:** If you want to grow in this market, you need to be able to raise money. You have to use all of your contacts and skills to bring in additional support and staff who will help you get to the next level. 3. **Resilience and health:** Derek told me that he literally doesn't think he'd be able to run a company if he wasn't also investing heavily in his physical well-being. That means getting to the gym, getting outside, and watching what he eats. C-suite jobs are tough. You have to bring your best self to work every day, and you can only do that by prioritizing your health. ## Key takeaways So, what are the commonalities we see across those five journeys? 1. **Relentless focus on learning:** If you want to dodge [the Peter principle](https://www.investopedia.com/terms/p/peter-principle.asp?ref=productmarketingalliance.com) and keep delivering at every stage of your career, you have to stay on top of technological developments, evolving industry practices, and changes in the market. 2. **Luck:** All the people I interviewed would say that luck certainly played a part in their success - being in the right place at the right time with the right connections – but you have to put yourself out there for those lucky events to happen. Those serendipitous meetings at [product marketing summits](https://world.productmarketingalliance.com/?ref=productmarketingalliance.com) and events are huge. 3. **Great managers:** All of the people I mentioned have had great managers who’ve pushed them forward in their careers. I've also been fortunate to work for phenomenal managers who have had a significant impact on my career. Personal life events, like health issues or bereavement, can greatly affect our work; having a supportive manager during these times is a game-changer. 4. **Willingness to take risks:** This is a huge part of career progression. Not every career move you make is going to work out. I think you either win or you learn when it comes to taking on new roles. ***This article was originally published*** [***here***](https://www.productmarketingalliance.com/the-road-to-the-c-suite-five-career-paths-one-journey/)***, at Product Marketing Alliance.*** ### Is your marketing function a strategic partner to sales? URL: https://www.cmoalliance.com/marketing-unlock-sales-productivity/ Last updated: 2024-08-19T13:16:41.000Z No matter the organization's size, [sales and marketing should be partners](https://www.cmoalliance.com/sales-and-marketing-alignment-boosts-revenue-generation/). They’re both the face of the company. The world sees marketing materials on social media or the website, and all prospective buyers interact with sales collateral and hear the language they speak. Plus, importantly, sales and marketing teams are all working towards the same high-level goal: **growing the business**. So, what’s required to make the relationship successful? And how does marketing handle last-minute demands from sales while balancing their ‘own’ workload? Of course, regular communication, shared objectives, and constructive two-way feedback are vital to preserving and developing the relationship. But those things are easier said than done. This article looks at several strategies CMOs can employ to support sales and vice versa, mainly when there’s a complex multi-stage sales cycle. - Why the sales and marketing relationship matters - Challenges when working with sales - How marketing can support sales - How sales can support marketing - 3 key elements of collaboration required for success ## The theory is different from the reality In theory, marketing generates top-of-funnel interest in the business, helps build a recognized brand, attracts new organizations, and educates them on the product's value. Then, the sales team convinces interested buyers of a business case for the solution and converts them into customers. In reality, the buyer's journey isn’t as clear-cut. The road is often bumpy, with twists and turns along the way. A prospect may engage with sales, see an ad, and then, months later, download a piece of content before switching jobs. Then, finally, they send an RFP and decide to evaluate the technology. As a result, every touchpoint and piece of data they collect about your company must be cohesive. A divide between the language used and product information can lead to a disconnected, confusing organization that prospects or customers don’t fully trust. Therefore, sales and marketing must be in lockstep. They need to agree on which audience they’re targeting and determine the messaging and differentiators that will resonate to build trust and thereby win more customers. ## How to establish marketing as a strategic partner to sales The marketing team should be a strategic partner to sales rather than a content sweatshop. That means first agreeing on the ideal audience, how to reach them and which messages are most important. Here are seven of the best ways marketing can support sales: ### Listen Sales requests may seem unreasonable or out of alignment with existing marketing priorities. However, listening to them and figuring out how to work together more effectively is beneficial. Listen to recorded sales calls and chat directly with salespeople to understand what they’re struggling with. Track content requests, figure out how urgent they are in closing a deal and prioritize based on their impact on the business. This also means listening to feedback on materials, even if it’s not always actionable. ### Educate prospects before they reach sales Ideally, when a prospect begins the product evaluation process, they're already familiar with your company. Marketing’s role is to educate prospective buyers way before they even start considering a new product. That means building brand awareness via social media, running ads, attending events, and sharing news and content that adds value to the business. That way the prospects will be familiar with the brand when sales reach out and conversations should be much easier and quicker. ### Gather market intel Everyone in the company should take a proactive approach to understanding the industry and top competitors. But here’s where marketers have an edge. From quantitative to qualitative research, product marketers sit between departments and can pull information from across the business. Product marketers can typically get more honest answers during win-loss and product feedback interviews. They want to learn about the client and what they care about instead of trying to influence a sale or get validation for a new product feature. ### Share that intel in sales training sessions Share this information in regular sessions with sales. Tailor presentations to help sales understand market dynamics so they can use their knowledge to impress and influence buyers. These sales enablement sessions might focus on: - News about competitors and [objection handling](https://www.productmarketingalliance.com/the-arr-of-objection-handling-address-reframe-redirect/) for a competitive deal. - Product releases and how to talk about the pain points they solve. - Partner relationships and why they matter. - Reasons why a customer chose your product and anecdotes of how they're currently using it. - Industry trends and how they might impact prospects. - Analyst or media write-ups that position the company as a leader. - Company differentiators. The entire sales team should be trained and aligned on market differentiators. ### Build demand Marketing typically has a quota to get qualified inbound leads. Running events and webinars, creating conversion-focused ads and SEO blogs or sponsored content can all help build the pipeline for sales. The goal is to support outreach from Sales Development reps and ensure a steady stream of new business. While not typically the role of product marketing, marketers must also set up processes to qualify inbound leads and route them to the right salespeople. ### Create relevant materials for every stage of the sales cycle Work with sales to understand their process and what’s required for a prospect to move to the next stage of the sales funnel. Map out the journey and goals at each stage, then define the types of content that might be helpful. In the early stages, education about the company and market may come in the form of webinars, eBooks and blogs. In the late stages of a deal, competitive comparisons, business cases for the software, customer references and objection-handling documents may be more helpful. Marketers should spend most of their time on one-to-many communications, working on projects that sales can leverage repeatedly. Even though information needs to be customized for large, must-win deals, pulling from an existing deck of pre-prepared slides is much quicker than designing them from scratch each time. ### Weave stories into every piece of content Storytelling should be marketing’s sweet spot. Real-world examples and anecdotes help create an emotional connection with customers. From the first time the buyer learns about the company to the end of the sales cycle, every piece of content and conversation should help sell the buyer on the company's vision, the ideal use cases and how the product solves their pain points. The market intel described above should feed into all sales and marketing materials. Customers' language should inform how the company speaks to them, and competitors' language should be used to define differentiators and objection handling. This shouldn’t stop at providing a list of customer quotes to the sales team or writing blogs; wave these stories into demos and sales presentations, too. ## How sales can better support marketing Yes, marketing is essential in driving awareness and demand among prospects and assisting in deals, but this only works if the sales team does its part: ### Be respectful of marketers’ time Marketing, particularly product marketing, has a complicated, multi-faceted role. While product marketers are there to support must-win deals and improve pitch decks, they also have products to launch, top-of-funnel content to create, brand stories to build, messaging exercises to run or website copy to update. Sales members should be patient and understand that marketers may not say yes to every content request. Prioritize your tasks, pick the projects that’ll make a difference, and give marketers as much notice as possible when asking them to help. ### Provide insight into deal priorities and objections The more information marketing has ahead of time, the better. That way, they can spot trends among the team and determine which projects will benefit the greatest number of salespeople. Use the materials marketing gives you, and if they don’t work, explain why Look in the shared folder or content system to find the necessary information before asking for it! And stick to the script. Sure, you want to be personable and add your own flair, but trust that the marketing team has researched their messaging and understands the customer. If you're uncomfortable using the materials they've provided, tell them why and give recommendations for improvement based on what's working. Provide concrete evidence of a difficult conversation where something didn’t work. ### Constantly provide constructive feedback I’ve included feedback twice because it’s that important. If a message isn’t resonating, or if you find yourself constantly changing copy or creating new narratives to get the audience's attention, tell your fellow marketers! The more information marketing has, the better. Share the sales call recordings from a few different successful or unsuccessful calls. If you're having an issue, someone else might be as well, so the more people within sales who share their perception, the better marketing will be able to adapt their materials. ## 3 key elements of collaboration required for success ### Aligning on goals Agree on which audience segment to target, revenue goals and priorities. Different team members may be focused on different industry types, size of prospect or even selling different products. However, there should be a good understanding of how marketing activities feed into the pipeline for each market segment. Of course, this is easier said than done, as marketing and sales reporting is a job unto itself. However, having some connected reporting and metrics goes a long way in bringing the teams together. ### Having regular communication The number one priority in any relationship should be clear and frequent communication. A weekly go-to-market meeting is an excellent way to stay on the same page, review deals, share new intel or content and determine where help is needed. The biggest mistake for marketers is throwing collateral ‘over the wall’ and not asking for feedback or adapting it to changing sales needs. Don’t forget the small stuff. Alert sales when a prospect interacts with marketing content. Or better still, set up an automated tracking system that shows ‘intent’ from a buyer after they engage. ### Centralizing materials and processes Marketing should maintain a centralized content library, whether in a spreadsheet, Confluence or a more advanced content tool like Highspot. And sales should have the tool bookmarked. It wastes everyone's time if salespeople use different materials or scramble to create a new deck when the same thing already exists in your library. Now repeat after me. The sales team are my friends. The sales team are my friends…. And don’t forget it’s a two-way relationship, after all. ***This article was originally published*** [***here***](https://www.productmarketingalliance.com/proven-ways-marketing-can-support-sales/)***, at Product Marketing Alliance.*** ### Value proposition template (and example) URL: https://www.cmoalliance.com/value-proposition-template-and-example-framework/ Last updated: 2025-12-05T16:51:47.000Z Our value proposition template is designed to help businesses craft clear and compelling statements that [communicate the benefits of their products](https://www.productmarketingalliance.com/your-ultimate-guide-to-creating-a-value-proposition/) or services to potential customers. Here’s an overview of the template, and how to use it: ## What is a value proposition? A value proposition explains how a product or service solves a specific problem for a target customer, why it's essential for them, and how it stands out from competitors. It’s critical because businesses have just a few seconds to capture a potential customer’s attention and convey why their offering is the best choice. ### Why do you need a value prop? 1. **Customer-centric messaging**: Our template ensures marketers focus on the customer’s needs, pain points, and the unique benefits their product offers. This approach helps in [creating targeted messaging](https://www.productmarketingalliance.com/your-guide-to-messaging/) that resonates with the audience​. 2. **Clarity and differentiation**: By clearly outlining how the product differs from competitors, product marketers can emphasize their unique selling points (USPs), making the offering more attractive​. 3. **Simplifies the process**: The template breaks down the creation of a value proposition into manageable parts, guiding marketers to include only the most relevant information in a concise and easily digestible format. ## What's inside? Our value proposition template consists of three key sections: - **Customer and problem identification**: The template prompts marketers to start by [identifying their target audience](https://www.productmarketingalliance.com/method-marketing-immersing-yourself-with-your-target-audience/) and the specific problem or need that the product addresses​. - **Solution and differentiation**: Marketers are encouraged to explain how their product solves the customer’s problem and what sets it apart from competing solutions​. - **Template example**: An example is provided to demonstrate how to fill in the template, with a clear value proposition for a haircare product, showcasing the product’s benefits, uniqueness, and why it’s better than competitors​. ## Download your value proposition template *If you’re not already a member, simply sign up to our free plan and refresh this page to access your template.* ![value proposition template](https://www.productmarketingalliance.com/content/images/2024/09/value-proposition-template.png) [Value proposition template (1)Value proposition template (1).pdf106 KBdownload-circle](https://www.productmarketingalliance.com/content/files/2024/09/Value-proposition-template--1-.pdf "Download") [Value proposition template (1)Value proposition template (1).docx4 MBdownload-circle](https://www.productmarketingalliance.com/content/files/2024/09/Value-proposition-template--1-.docx "Download") [Value proposition templateValue proposition template Research has indicated you have between 5 to 30 seconds to hold the attention of a visitor to your landing page before they take their custom elsewhere - pretty crazy, right? A value proposition communicates how your product or service will benefit your customer. You n…![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/icon/kix-favicon-2023q4-11.ico)Google Docs![](https://storage.ghost.io/c/ff/09/ff09ec2c-5937-45c2-bd7e-bcc809b43924/content/images/thumbnail/AHkbwyJqZ6XaBapdR4Y8AUiYcExHDbgeFj_u0oTSCDQquIff2Xd6YyP-bZzAdtrMDICiVuGaJFucWVFbjCbNv6rYB8ToyuFvFheAqLB4PpCR9zeH7c7R7uk-w1200-h630-p)](https://docs.google.com/document/d/1FMWjaa5-FdcI4-klK80JP-qC2jHO1XR%5FFXEkCkLaZdI/edit?usp=sharing) _This post is for paying subscribers only._ _Includes the latest 500 public posts. Use `/sitemap.xml` for the complete archive of public content._