Leaders Insights — Marketing – Listen to All Episodes Online

Incrementality testing: the playbook for replacing last-click attribution Aug 22, 2026 4:34 Last-click attribution has been quietly lying to your media budget for years, and privacy deprecation has made the distortion worse. This playbook walks you through how to run incrementality tests that tell you what your spend is actually doing.

Reading and improving ROAS honestly Aug 21, 2026 4:39 ROAS is the metric marketers quote most and misread most. This playbook shows how to strip out the noise, build a number you can actually trust, and then move it in the right direction.

The unlikely origin of short-form video: how six seconds changed everything Aug 20, 2026 4:43 Short-form video did not arrive fully formed from Silicon Valley's imagination. Its roots run through a stranger, more chaotic history than most marketing textbooks acknowledge.

Repositioning without losing your base: a CMO playbook Aug 19, 2026 4:42 Repositioning a brand is one of the hardest moves a CMO can make: the market demands change, but your existing customers chose you for reasons you're about to revise. This playbook walks through how to shift brand meaning without alienating the people who built your revenue.

Measuring influencer ROI past vanity metrics: a CMO's playbook Aug 18, 2026 4:33 Likes and follower counts tell you almost nothing about whether an influencer campaign moved your business forward. This playbook shows CMOs how to build a measurement framework that connects influencer spend to revenue, retention, and brand equity.

Product-led growth: what marketers actually need to understand Aug 17, 2026 4:40 Product-led growth shifts the acquisition engine from the sales team to the product itself, but most marketing frameworks were not built for this model. Understanding the mechanics changes how CMOs think about spend, attribution, and the customer journey entirely.

First-party data strategy after third-party cookies: a CMO's execution playbook Aug 16, 2026 4:41 The death of third-party cookies is no longer a future problem. This playbook gives CMOs a concrete sequence of steps to build a first-party data infrastructure that actually works.

Diversifying paid acquisition beyond Google and Meta: a practical playbook Aug 15, 2026 4:47 Google and Meta still consume the majority of digital ad budgets, but that concentration is now a liability, not just a missed opportunity. This playbook walks through how to identify, test, and scale alternative paid channels without destabilising your existing performance baseline.

Short-form video strategy across platforms: a CMO playbook Aug 14, 2026 4:36 Running short-form video across TikTok, Instagram Reels, and YouTube Shorts simultaneously without a clear platform logic drains budget and produces mediocre results everywhere. This playbook gives CMOs a sequenced approach to build distinct content operations per platform while keeping brand coherence intact.

Building topic clusters and pillar content: a CMO's execution playbook Aug 13, 2026 4:37 Most B2B content programs produce dozens of disconnected articles that collectively rank for nothing. This playbook shows you how to restructure your content architecture around topic clusters so that each piece of content earns authority for the whole.

Getting CAC and LTV honest before scaling Aug 12, 2026 4:33 Most growth failures trace back to a single mistake: scaling on metrics that look right but are calculated wrong. This article breaks down how to build CAC and LTV figures you can actually trust before committing budget.

The composable CDP explained: what it really means to build on your data warehouse Aug 11, 2026 4:37 The composable CDP promises to replace bloated customer data platforms with a leaner, warehouse-native architecture. Here is what that actually means in practice, and where the tradeoffs bite.

AI agents in the marketing workflow: why the productivity story is only half true Aug 10, 2026 4:43 AI agents are being deployed across marketing teams at speed, promising to automate everything from campaign briefing to performance reporting. The productivity gains are real, but the organisational risks being created underneath them are not getting the attention they deserve.

Retention as a growth engine: the mechanics CMOs need to master Aug 9, 2026 4:30 Most marketing budgets are still weighted toward acquisition, yet the economics of retention compound far more reliably over time. This article breaks down how lifecycle thinking actually works in practice, and where CMOs tend to miscalculate it.

The product-led growth motion: what B2B marketers actually need to understand Aug 8, 2026 4:44 Product-led growth has become one of the most discussed go-to-market models in B2B software, but the marketing implications are frequently misunderstood. This article breaks down exactly how the PLG motion works, what it demands from a CMO, and where it genuinely falls short.

Server-side tracking field guide: the players who shaped how we measure everything Aug 7, 2026 4:50 A curated rundown of the companies, products, and milestones that defined server-side tracking and the conversions API landscape. Know these names and you understand why client-side measurement is no longer sufficient.

Building an experimentation culture inside your marketing org Aug 5, 2026 4:45 Most marketing teams run experiments occasionally. The ones that compound their advantages run them continuously, with infrastructure and incentives that make testing the default, not the exception.

Product-led growth: a practical playbook for marketers Aug 4, 2026 4:35 Product-led growth has moved from a SaaS buzzword into a mainstream acquisition strategy, but most marketing teams still treat it as a product team problem. This playbook shows CMOs exactly where marketing plugs in, what to build, and where the model breaks down.

Retention and lifecycle as growth levers: a CMO playbook Aug 3, 2026 4:38 Acquiring new customers costs four to seven times more than keeping existing ones, yet most marketing budgets still skew heavily toward acquisition. This playbook walks through how to restructure your growth strategy around lifecycle stages, where the real margin lives.

The product-led growth motion explained for B2B marketing leaders Aug 2, 2026 4:31 Product-led growth shifts the acquisition engine from sales teams to the product itself, but most B2B marketing leaders misread what that actually demands of them. This article breaks down the mechanics, the real tradeoffs, and where the motion genuinely fits.

Composable and headless marketing stacks: a field guide to the players that shaped the category Aug 1, 2026 4:53 The composable marketing stack is no longer a fringe architecture experiment. This field guide names the companies and milestones worth understanding if you want to see how the category actually took shape.

Composable and headless marketing stacks: what CMOs actually need to understand Jul 31, 2026 4:37 The shift from monolithic marketing platforms to composable, headless architectures is reshaping how brands build and deploy digital experiences. Understanding the mechanics, not just the terminology, separates CMOs who lead these decisions from those who get led by their vendors.

How Procter & Gamble rebuilt its media mix modeling capability and what it actually changed Jul 30, 2026 4:29 Procter & Gamble spent years dismantling its traditional media mix modeling infrastructure in favor of digital attribution tools, then reversed course when the data stopped making sense. Their path back offers a practical blueprint for CMOs trying to measure marketing at scale without being held hostage to platform-reported metrics.

The consent illusion: why privacy ethics demand more than a cookie banner Jul 29, 2026 4:30 Most marketing organisations treat consent as a compliance checkbox rather than a strategic asset. The companies that understand the difference are building durable customer relationships while their competitors race toward regulatory cliffs.

Owned community vs rented reach: the strategic choice CMOs keep getting wrong Jul 28, 2026 4:49 Most marketing leaders know the difference between owned and rented audiences in theory, but few have genuinely stress-tested the tradeoff in their planning. This article unpacks the mechanics of each model, where the risks actually sit, and how to make a deliberate choice rather than defaulting to whichever channel is growing fastest.

Retention as a growth lever: the mechanics CMOs need to master Jul 27, 2026 4:39 Most growth models are built around acquisition, yet the economics of retention consistently outperform it. This article breaks down exactly how lifecycle marketing works as a primary growth driver, and where CMOs tend to get it wrong.

Distinctive brand assets: a practical playbook for building mental availability Jul 26, 2026 4:25 Most brands invest heavily in creative work that gets noticed once and forgotten fast. This playbook shows CMOs how to build and deploy distinctive assets that earn genuine memory structures in consumers' minds.

Owned community vs rented reach: why the consensus is half-right Jul 25, 2026 4:38 The marketing orthodoxy says CMOs should build owned communities to escape platform dependency. That instinct is correct, but the execution logic most teams follow is quietly setting them up for a different kind of failure.

Product-led growth strategies: a practical playbook for marketing leaders Jul 24, 2026 4:46 Product-led growth has moved from startup tactic to mainstream competitive strategy, yet most marketing teams are still structured around channels rather than product moments. This playbook gives CMOs a concrete sequence for repositioning their function around the product as the primary growth engine.

The 95-5 rule: why most of your market isn't listening right now Jul 23, 2026 4:40 Most buyers aren't in the market for your product today, and chasing them with performance advertising is expensive and largely futile. The 95-5 rule reframes brand building not as a soft expenditure but as the only rational strategy for long-term revenue growth.

Customer acquisition in 2026: why growth is getting harder to buy Jul 22, 2026 4:39 Paid media costs are rising, third-party data is eroding, and the brands that relied on performance marketing to fill their funnels are starting to feel it. Here is what CMOs need to rethink to keep acquisition efficient as the economics shift.

When marketing analytics lies to you: what CMOs need to know in 2026 Jul 21, 2026 4:31 Most marketing analytics stacks are generating confident numbers from flawed foundations, and few CMOs have the internal processes to catch it. Here is what that actually costs you, and how to build measurement you can trust.

MarTech stack rationalization: what CMOs actually need to cut and keep in 2026 Jul 20, 2026 4:30 The average enterprise marketing team is paying for dozens of tools it barely uses, yet most rationalization efforts stall because CMOs lack a clear decision framework. This article lays out how to audit your stack with commercial logic, not vendor loyalty.

Content strategy in the age of AI search: what CMOs must rethink now Jul 19, 2026 4:52 AI-powered search is reshaping how buyers find and evaluate content, quietly eroding traffic patterns that CMOs have relied on for years. The organizations pulling ahead are not producing more content, they are producing fundamentally different content.

The influencer accountability gap: what CMOs can no longer ignore Jul 18, 2026 4:46 Influencer marketing has matured from experimental budget line to core channel, yet most brands still lack the governance structures to match that investment. This article examines what serious influencer accountability looks like and what CMOs need to put in place before the next crisis lands.

Attribution in 2026: why last-click is still killing your budget decisions Jul 17, 2026 4:38 Most marketing teams still anchor budget decisions to attribution models that were outdated five years ago. Here is what has changed, and what CMOs need to do differently.

Brand architecture decisions that actually stick Jul 16, 2026 3:58 Most brand architecture failures aren't strategic errors, they're execution failures that happen long before a product launches or an acquisition closes. Here's how CMOs can build frameworks that hold up under real organizational pressure.

Customer acquisition in 2026: what CMOs get wrong about growth Jul 15, 2026 3:46 Most acquisition strategies fail not because of poor execution but because of a flawed model for what growth actually costs. Here is what senior marketers need to rethink before the next budget cycle.

Marketing analytics in 2026: what separates CMOs who act from those who report Jul 14, 2026 3:59 Most marketing analytics functions are optimized for reporting the past rather than shaping decisions about the future. Here is what it takes to close that gap and build a data function that actually drives growth.

The martech stack is lying to you: how CMOs can regain control of their data Jul 13, 2026 3:37 Most marketing technology stacks have grown through acquisition and urgency rather than design, producing data that is fragmented, inconsistent, and quietly undermining decisions. Here is how senior marketers can assess what they actually have and build toward something that works.

Content strategy in the age of AI search: what CMOs need to rethink now Jul 12, 2026 3:59 AI-powered search is reshaping how content gets found, evaluated, and cited, and most marketing teams are still optimizing for a world that no longer exists. Here is what the shift actually means for how you build, govern, and measure content at scale.

Influencer marketing at a crossroads: what CMOs must rethink in 2026 Jul 11, 2026 3:53 Influencer marketing has matured past the era of follower counts and spray-and-pray brand deals. CMOs who treat it as a media buy rather than a strategic channel are leaving both margin and brand equity on the table.

Attribution in 2026: why your last-click data is lying to you Jul 10, 2026 3:51 Most marketing attribution models still reward the last touchpoint before conversion, systematically misallocating budget and distorting strategic decisions. Here is what CMOs need to understand about where measurement is now, and what to do differently.

Brand architecture decisions that actually move revenue Jul 9, 2026 3:48 Most brand architecture debates get stuck on aesthetics and internal politics, never reaching the questions that matter to the business. This article cuts to the commercial logic behind monolithic, endorsed, and house-of-brands models, and what CMOs need to evaluate before committing.

Customer acquisition in 2026: why growth efficiency has replaced growth at all costs Jul 8, 2026 4:05 The era of burning capital to buy market share is over, and CMOs who haven't recalibrated their acquisition playbooks are already behind. This article examines what disciplined, high-performance customer acquisition looks like in 2026 and what it demands from marketing leadership.

Marketing analytics in 2026: what separates CMOs who act from those who report Jul 7, 2026 3:42 Most marketing analytics functions produce dashboards that describe the past rather than inform the future. Here is what it takes to build measurement infrastructure that actually changes decisions.

Brand architecture decisions that actually move revenue Jul 2, 2026 3:44 Most CMOs inherit a brand architecture that was designed for a different competitive era. Knowing when to consolidate, stretch, or separate your brand portfolio is one of the highest-leverage decisions in the CMO's toolkit.

Content strategy in the age of AI search: what CMOs must rethink now Jun 28, 2026 5:16 AI-powered search is quietly dismantling the assumptions that have underpinned content marketing for the past decade. CMOs who fail to adapt their content architecture will find themselves invisible precisely when buyer intent is highest.

Brand equity in the age of fragmentation: why most CMOs are measuring the wrong thing Jun 25, 2026 4:23 As media channels multiply and consumer attention atomizes, the traditional metrics CMOs use to track brand health are becoming dangerously misleading. Here's what the most sophisticated brand builders are doing differently, and why the gap between them and everyone else is widening fast.

The acquisition trap: why your CAC is rising and what elite CMOs are doing about it Jun 24, 2026 4:21 Customer acquisition costs have tripled across most digital channels in the past five years, yet most marketing organizations are still running the same playbook. Here's how the best CMOs are restructuring their growth architecture to break the cycle.

Leaders Insights — Marketing

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