CMO Convo

What does resilience really look like inside a 140+ year-old media brand? In this episode of CMO Convo, we sit down with Finola McDonnell, Chief Marketing & Communications Officer at the Financial Times, to explore how a legacy publisher stays relevant in an era defined by AI, platform disruption, and shifting audience behaviour. Finola shares how the FT differentiates between truth and trust — and why that distinction shapes everything from brand strategy to product decisions. → Why trust is a strategic asset, not just a value statement → How the FT balances AI adoption with human editorial oversight → What brand really means in a subscription-led business → How to lead teams through constant industry change → Why CMOs in 2026 should double down on core strengths instead of chasing every fad This is a conversation about discipline, identity, and building a brand people do not want to leave.

In a world moving faster than most organizations can process, clarity has become a leadership advantage. In this episode of CMO Convo, Robin Karakash, former VP of Marketing at Mozilla and founder of Curious Altitudes, explores why narrative is no longer just a storytelling device but a strategic infrastructure that aligns teams, builds trust, and helps companies navigate constant change. When teams operate from competing storylines, misalignment follows. But when leaders establish a shared narrative, organizations gain direction and the confidence to move faster. Inside: → Why narrative is the “sense-making process” that unifies organizations → The difference between storytelling and narrative architecture → How misalignment starts and what leaders often overlook → A simple framework to locate complexity and set direction → Why the next evolution of the CMO may be the “Chief Narrative Officer” → How clarity creates trust, accountability, and better decisions As Robin puts it, “People want certainty, but we live in an uncertain world… whatever stays in your control is you own your own narrative.”

As marketing teams head into 2026, the pressure is clear: move faster, prove revenue impact, adopt AI without losing what makes marketing work in the first place. In this episode of CMO Convo, CMO Michal Sever shares how she's navigating that tension from the inside. From building AI-powered creative machines to protecting human judgment, creativity, and trust, this conversation goes beyond surface-level AI talk and into real leadership decisions. Key ideas explored: → Why marketing can’t afford to be treated as a cost center anymore → How to scale creativity with AI without burning out teams → The “athlete mindset” for modern marketing leaders → Where AI genuinely helps — and where human validation is non-negotiable → Preparing teams, budgets, and strategy for 2026 with clarity, not hype

B2B2C marketing sits in its own strange universe: part enterprise, part consumer, and entirely shaped by gatekeepers, complexity, and wildly diverse end-users. In this conversation, Annie Furlong (VP of Consumer and Growth Marketing) breaks down what makes the model uniquely challenging, especially in healthcare, where literacy, access, and timing fundamentally shape how people engage. Annie shares how she built a niche community for B2B2C marketers, why personalization must scale across wildly different audiences, and how trust becomes the differentiator when your product only matters at a moment of need. She also dives into leadership, vulnerability, and why curiosity is still an underrated competitive advantage. → How to navigate the “no silver bullet” reality of B2B2C → Why healthcare marketing requires translation, timing, and empathy → The critical link between vulnerability, confidence, and leadership → How to approach AI with skepticism, experimentation, and a beginner’s mindset → What excites leading marketers heading into 2026

AI avatars are moving fast, faster than regulation, faster than most teams can adapt, and in some cases, faster than human comfort levels. In this conversation, marketing leader Tomer Zuker breaks down what’s actually happening behind the scenes: the real technology, the ethical risks, and why brands are quietly preparing for a hybrid future of humans, agents, and fully conversational avatars. Tomer shares what he’s seeing inside organizations adopting AI today, how synthetic influencers are reshaping audience expectations, and why authenticity now has two different meanings. → What AI avatars really are (and the two types every marketer should know) → How conversational avatars change customer experience → The ethics, risks, and trust dilemmas brands can’t ignore → When humans vs. avatars vs. AI agents make sense → Why the future of authenticity is more complex than it looks

When marketing and finance work in silos, growth stalls. But when the CMO and CFO operate as true partners? The business moves faster and decisions get smarter. In this conversation, Audrey Masset (Senior Director of Marketing) and Mark Beakhouse (CFO) at Wegrow share what it really takes to build a high-trust, co-owned relationship between marketing and finance, one that goes beyond budget approvals and into shared growth responsibility. → Why marketing can no longer be seen as a cost center → How CMOs earn credibility with CFOs (data, transparency & shared KPIs) → The systems and dashboards that align sales, finance, and marketing → Why long-term impact matters just as much as short-term pipeline → The mindset shift marketing leaders must develop to drive revenue This episode is essential for CMOs, CFOs, RevOps leaders, and anyone shaping go-to-market strategy inside a scaling business.

What does authentic thought leadership look like inside a company, and how do you make it part of your culture, not just your content strategy? In this episode of CMO Convo, Karen Chalmers, VP of Marketing and Partnerships at InterVal, shares her philosophy on building trust in B2B, empowering every employee to use their voice, and keeping authenticity alive in the era of AI. Karen’s own career “jungle gym” — from film and design to marketing leadership — has shaped how she thinks about storytelling, creativity, and human connection in business. This is a conversation about trust, empowerment, and the power of showing up as real people behind a brand. What you’ll learn: → How to build thought leadership across your entire team → Why authenticity drives trust in B2B relationships → How to balance AI tools with a human voice → Simple ways to start a thought leadership program internally

AI and large language models are rewriting how people discover and evaluate brands. In this episode of CMO Convo, Guy Yalif, Chief Evangelist at Webflow, explains why traditional SEO is no longer enough, and how marketing leaders can adapt before it’s too late. Guy shares the “perfect storm” CMOs are facing: a loss of control over brand narratives, declining traffic from AI overviews, and the growing challenge of standing out in the “sea of sameness.” But he also highlights where the opportunity lies: higher-quality conversions, new authority channels like Reddit and LinkedIn, and a shift from keywords to answer clusters. → Why AI-driven search is reshaping brand visibility → The difference between SEO and AEO (Answer Engine Optimization) → The four areas CMOs must rethink: content, technical, authority, and measurement → Practical steps to future-proof your brand in the age of AI

Most B2B marketing falls flat because it plays it too safe. Aviv Canaani, CMO/CRO at Datarails, explains why it’s time to rethink how we approach marketing, creativity, and revenue ownership. In this episode of CMO Convo, Aviv shares how he flipped DataRails from 95% outbound to 95% inbound, why B2B teams should borrow tactics from B2C, and what it really means to own the full funnel as a CRO. The result? Marketing that stands out, drives revenue, and finally earns its seat at the table. What you’ll learn in this video: → Why most B2B marketing gets ignored → How UGC, humor, and scroll-stopping content win attention → The rise of the CRO role and what it means for CMOs → Why marketing’s job is to make sales easier → How startups can balance creativity with measurable revenue

Most marketers think in terms of either B2B or B2C. But in reality, many industries operate in the blended world of B2B2C marketing where intermediaries influence the final customer’s decision. In this episode, Yuliia Krupenko (CMO at Stealth Startup, ex-Marketing Lead at Waggel) shares how to navigate this complex ecosystem, drawing from her experience in travel, fintech, and pet insurance. You’ll learn how to build trust with both intermediaries and end customers, and why real conversations often reveal more than dashboards ever could. What you’ll learn in this video: → Why the line between B2B and B2C is increasingly blurred → What B2B2C marketing looks like in practice (with real-world examples) → How to build trust and credibility with intermediaries → The mindset shift marketers need when data alone isn’t enough → Why talking to people is the simplest and most effective strategy

Marketers are hearing a lot about AI. But what does it actually change in the way teams work, make decisions, and connect with customers? In this conversation, Archana Dhankar (AI in Marketing Leader) draws on two decades of B2B marketing experience to argue that AI isn’t just another tool. It’s forcing a rethink of how marketing is structured. From smarter customer research to cross-team alignment, she explains why execution and soft skills are now as important as technical knowledge. This episode is all about the practical signals that show when a team is ready for AI, and the human skills that make adoption succeed. In this episode: → How AI is changing customer research and ICPs → Why specialists gain more from AI than generalists → The role of soft skills in successful adoption → Signs your team is ready to bring AI into strategy

How do we stay authentic, relevant, and human in a world of AI-generated everything? In this episode of CMO Convo, host Michal Lasman sits down with Tomer Zuker to explore how marketers can adapt, thrive, and lead in this new era. You’ll learn: ➝ Why personal branding on LinkedIn is now a core career asset (and common mistakes to avoid) ➝ How to balance authenticity with AI-generated content without sounding robotic ➝ A practical framework for organizational AI adoption (the REAL model: Relevance, Executive buy-in, Adoption, Learning) ➝ The rise of AI agents in marketing — from content machines to contextual campaigns ➝ What skills marketers should build now to stay ahead of the curve Whether you’re a marketing leader, a startup founder, or just navigating personal branding in 2025, this conversation will give you fresh insights.

AI is reshaping go-to-market strategy, marketing careers, and even how companies are built. But what does that mean for marketing leaders, teams, and the future of work? In this episode of CMO Convo, Angeley Mullins (Chief Growth & Marketing Officer, advisor, and mentor) joins us to explore the rise of AI-driven GTM strategy, the skills marketers need to stay relevant, and why building your personal brand matters more than ever. Whether you’re a marketing leader navigating change or an ambitious professional preparing for what’s next, this conversation is packed with insights you can put into practice today. What you’ll learn in this episode: → How AI is changing go-to-market roles and org structures → Why prompting is becoming the new essential skill for marketers → The importance of critical thinking in an AI-driven world → How to future-proof your career with adaptability and personal branding → Why authenticity and human voice will always matter in business

In this episode, John Brezinsky, B2B marketing leader with experience at Babbel, Pearson, and Conductor, reveals how smart market research can transform your entire go-to-market strategy. John breaks down when research is actually worth the investment, how to structure studies that deliver actionable insights, and why most teams are sitting on goldmines of untapped market intelligence. If you're a marketing leader struggling with pipeline changes, competitive shifts, or just want to get closer to your customers, this conversation is loaded with practical frameworks you can implement immediately. You'll learn: → The exact warning signs that signal it's time for market research → How to interview lost prospects without trying to revive deals → Why qualitative beats quantitative (and when to flip that script) → Smart ways to use AI for data analysis without losing human insight → A simple alignment framework to get stakeholder buy-in and budget → Creative interview techniques that reveal hidden persona psychology → Why your sales team is your best (and most underused) research asset

What happens when marketing stops being a support function and starts driving revenue? In this episode, Carlota Feliu, Head of Marketing at HP, shares how modern B2B marketing is evolving — closer to sales, closer to customers, and much closer to impact. Carlota unpacks the blurred line between ABM and demand gen, the real meaning of marketing-sales alignment, and how AI is (and isn’t) changing how we work. If you're a marketing leader or aspiring to be one, this conversation is packed with hard-won insights from inside a global org navigating change. You’ll learn: → Why ABM and demand gen are two sides of the same strategy → How marketing earns its seat at the revenue table → What it takes to build real alignment between marketing and sales → How AI can help solve problems without adding noise → A simple framework (3Rs) to keep brand, relationships, and revenue in balance → Advice for emerging marketing leaders in today’s revenue-driven climate

How is AI really changing marketing? In this episode of CMO Convo, Invoca CEO Gregg Johnson shares hard-earned wisdom from decades in tech, offering a grounded, strategic view of AI’s role in modern marketing. From consumer trust and data privacy to agentic AI and personalized brand experiences at scale, Gregg dives into the real blockers, opportunities, and human implications of AI adoption. Whether you're a CMO, marketer, or tech-curious leader, this conversation offers practical takeaways and a refreshing, no-fluff perspective on where AI is headed — and how to stay ahead of the curve.

In this episode, Sushovan Saha, Head of Marketing at Attentive.ai, breaks down how modern marketing leaders can drive real business impact by working backwards from revenue, aligning with sales, and rethinking the KPIs that matter. If you're tired of measuring success with page views and vanity metrics, this one’s for you. ✅ In this episode, you’ll learn: Why "page views" and "open rates" don’t cut it anymore How to reverse-engineer your funnel based on revenue goals The rise of sales enablement and cross-functional GTM How to balance tactical execution with long-term demand gen Unconventional lead gen channels (yes, Reddit and ChatGPT!) The impact of Google’s AI Overviews — and how to adapt

In this episode, János Moldvay, VP of Measurement at Funnel.io, breaks down the future of marketing intelligence: how to build trust in your data, measure brand impact, and move beyond outdated models. From triangulated measurement strategies to making marketing a true revenue driver, this is essential listening for CMOs, performance marketers, and data-curious creatives alike. In this episode, you’ll learn: → Why last-click attribution is useful, but flawed → How to measure brand marketing when nothing is trackable → What “triangulation” means in modern marketing measurement → How to talk to your CFO about marketing ROI → Why Funnel.io combines MMM, MTA & experiments — and why that matters → Tips for spotting bad data and fixing marketing data quality issues

In this episode of CMO Convo, host Michal Lasman speaks with Tanya Alain, VP of Marketing at Upfluence, about the evolution of influencer marketing into a true revenue-driving channel. Tanya shares how her early experiences in PR and communications at L’Oréal laid the groundwork for a career now centered around creator marketing. She explains that influencer marketing is no longer about vanity metrics like impressions or reach, it’s about measurable business outcomes, from conversions to ROI. Tanya emphasizes the growing relevance of influencer marketing in both B2C and B2B spaces, especially as platforms like LinkedIn, TikTok, and YouTube become discovery engines. She discusses how AI is reshaping campaign management—helping brands identify the right creators, automate operations, and scale their efforts more efficiently. The conversation also covers the importance of long-term creator relationships, authentic audience alignment, and the shift toward affiliate-style compensation models. For Tanya, the message is clear: influencer marketing is a critical part of a modern marketing strategy.

We sat down with Emmet Gibney, the CEO of Rewardful, to uncover the transformative power of affiliate marketing in the B2B SaaS landscape. Emmet shared his insights on how affiliate marketing has evolved, moving beyond its reputation and becoming a trusted and effective channel for B2B companies.