Huddlers in the News

"Drew, my calendar looks like a game of Tetris gone wrong, I haven't had time to think strategically since 2023, and my team keeps scheduling 'quick syncs' that are longer than The Brutalist. I'm drowning in the tactical while the strategic gasps for air!" declared a CMO whose calendar I glimpsed during a recent coaching session.

Here, we have a classic case of calendar chaos. Did you know that Emperor penguins are masters of energy conservation? They can slow their heart rate to just a few beats per minute when diving, saving their strength for what truly matters. Now, that's what I call operational excellence!

Welcome, marketing penguins, to part 4 of my series on how CMOs can cut through in 2025. Today's focus? Mastering your time before it masters you.

16. Delegate or Drown

Here's a radical thought: What if you weren't the bottleneck for every decision? I recently watched a CMO transform her effectiveness by delegating 20% more – starting with all those "optional" meetings she was automatically invited to. Her secret? She asked herself one question before every commitment: "Do I really have to be in this meeting?"

17. No Agenda, No Attendah

Let's make this our new mantra, folks. Would you board a flight without knowing the destination? Then why join a meeting without knowing its purpose? One CMO I know reduced her meeting time by 40% with one simple rule: No agenda in the calendar invite = automatic decline. It sounds harsher than it is. Your team will thank you.

18. Time Tracking Isn't Just for Billable Hours

"But Drew, I know how I spend my time!" That's what they all say until they actually track it. One CMO discovered she was spending 60% of her time on "urgent" tasks that could have been handled by her team. The wake-up call? Realizing she'd spent more time in status updates than on strategy.

19. Think Time: Your New Non-Negotiable

Blocking 5 hours weekly for strategic thinking isn't just nice to have – it's survival. One CMO schedules his think time at 7 AM, calling it his "strategic sunrise." Corny? Maybe. Effective? Absolutely. He's now driving organizational change well beyond marketing.

20. The Great Meeting Purge

Warning: This might hurt a bit. One CMO audited every recurring meeting on her calendar and found that 35% were zombie meetings – they died of irrelevance months ago but kept shuffling along, eating brains and productivity. Her solution? A quarterly calendar reset where every recurring meeting must reapply for its spot.

Here's the truth about operational excellence: It's not about doing more things – it's about doing more of the right things. Your calendar isn't just a collection of meetings; it reflects your strategy. Or lack thereof.

And to all those meeting-happy executives out there: Just because you can schedule a meeting doesn't mean you should. Try an email. Or better yet, trust your team to figure it out.

What's your favorite time management tip?

Written by Drew Neisser

"Drew, everyone's talking about customer centricity, but my executive team thinks it means sending out another NPS survey. Meanwhile, our customers are as quiet as the Cameron Crazies are loud, and our community efforts have all the energy of a sloth meditation retreat. What am I missing?" confessed a huddle of B2B CMOs.

What they’re describing is the gap between customer-centric theater and actual customer-centric growth. Speaking of fascinating behaviors, did you know that penguin pairs return to the exact same spot every year to reunite with their mates? Sounds a lot like customer loyalty to me! And they don't achieve it through surveys – they do it by creating meaningful connections.

So, my fine feathered marketing friends (yes, penguins have feathers, too), here's part 3 of 5 posts on the 25 ways CMOs can cut through in 2025.

11. Self-Serve or Self-Sabotage?

How about letting customers discover, evaluate, and even buy our solutions without forcing them through our "optimized" sales process? I recently heard of a $75M company doubling its pipeline by simply creating an intuitive self-serve experience. Their secret? They actually asked customers how they wanted to buy.

12. Your CAB Needs More Than a Facelift

One CMO I know transformed their CAB from a quarterly snooze fest into a year-round insights engine. The key was that they stopped treating it like a presentation platform and started treating it like a partnership incubator.

13. Podcasting: The New Power Lunch

The most successful B2B podcasts aren't corporate infomercials – they're authentic conversations that make your customers the heroes. One CMO's podcast started with 50 listeners (mostly their team) and, one year later, is driving 30% of their pipeline. The difference? They focused on sharing stories from an underserved niche audience and avoided sales pitches.

14. Partnership or Just Another Press Release?

Quick quiz: How many of your 2024 partnerships actually delivered value? If you're drawing a blank, you're not alone. But the CMOs who are winning aren't just signing logo-swapping deals – they're creating genuine value exchanges. Once you establish a reputation as a great partner, other partners will seek you out, and that's when flocking awesome happens.

15. Community: Your New Growth Engine

Most B2B communities have all the vitality of a corporate cafeteria on WFH Friday. But when done right? Pure magic. Just ask Latané Conant, who grew 6Sense's community into a movement. The secret? Stop thinking about community as a marketing channel and treat it like your crown jewels.

Customer-centric growth is about fundamentally changing how you engage with, learn from, and create value for your customers.

And to all those executives who think customer centricity means sending another survey: Maybe it's time to actually talk to a customer? Just a thought.

Next week: The five more ways for B2B CMOs to cut through in 2025. Spoiler alert: It won't involve asking for NPS scores.

Written by Drew Neisser

Listen Here | From Renegade Marketers Unite, Episode 445: Marketing + Comms: Getting in Sync

When marketing and comms teams aren’t aligned, it shows.

In this episode, Drew Neisser is joined by CMOs Cary Bainbridge (ABM Industries), Laura MacGregor (Center for Internet Security), and Grant Johnson (Chief Outsiders) for a candid look at what it really takes to get marketing and comms moving in sync. From co-owning messaging to embedding AI tools and crisis plans into the mix, these leaders share how to stay coordinated without stepping on each other’s toes.

Here’s what you’ll hear:

• How Cary and her comms partner rolled out a brand relaunch to 100,000 employees
• Why Laura brought marketing and comms under one roof, and what that made possible
• How Grant built cross-functional accountability with the right metrics

Plus:

• What to do when misinformation hits, and the playbooks you’ll want ready
• How AI is speeding up localization, automation, and cross-team coordination
• How to activate internal brand champions and cross-functional councils
• What stakeholder engagement looks like when it’s done right
• Why comms needs a direct line to the C-Suite, and what happens when it doesn’t

If you’re done playing telephone across departments, this episode offers a practical path to alignment so marketing and comms stay in sync. Tune in!

For full show notes and transcripts, visit https://renegademarketing.com/podcast/

"Drew, my tech stack is taller than Taylor Swift's earnings, my team is buried under AI tools they barely understand, and my CEO just asked why we haven't created our 'Travis Kelce moment' with our enterprise software solution. Help!" lamented a metaphorical CMO from almost every B2B enterprise brand.

If this sounds familiar, let's grab a virtual coffee. You're caught in the classic trap of too much tech and too little strategy. Did you know Emperor penguins can dive up to 1800 feet deep for food? But here's the thing - they don't dive that deep just because they can. They dive with purpose, hunting only what they need.

So, my dear marketing penguins, it's time for my second installment of 25 ways B2B CMOs can cut through in 2025.

6. Tech Stack or Tech Snack?

Here's a radical thought: More tech doesn't equal better marketing. I recently watched a CMO slash their martech budget by 40%, and – plot twist – their results improved. Why? Because they stopped paying for tools that were about as useful as a chocolate teapot. Start by asking one simple question: "Is anyone actually getting value from this tool?"

7. AI Won't Replace Your Team (But AI-savvy Marketers Will)

If your team isn't comfortable with AI by now, you're already behind. But before you panic-buy every AI course on Udemy, remember this isn't about replacing humans – it's about supercharging them. One CMO I know started with a simple rule: Every team member had to automate one routine task per month.

8. Research at the Speed of Barbie's Box Office Success

AI-driven research tools can now deliver insights faster than you can say "statistical significance." Just remember: AI is your research assistant, not your replacement. One CMO learned this the hard way when their AI tool concluded that their target market was "everyone with a pulse." [If you’re unfamiliar with Evidenza, fix that. They’re delivering research 4x faster at ½ the cost.]

9. ChatBots That Don't Make You Want to Rage-Quit

Most chatbots have the personality of a DMV employee having a bad day. But the new generation of GenAI-powered bots? They're different. They learn, adapt, and actually help your customers (while gathering priceless data). For a look at this future, log into 1mind.ai and have a chat with Amanda.

10. Sales Enablement Gets Personal (Finally!)

Enough with the one-size-fits-all sales decks that put prospects into a coma. GenAI is transforming sales enablement from a content dump into a precision instrument. Your sales team gets personalized tools, prospects get relevant information, and everyone stays awake.

Technology should serve your strategy, not drown it. In 2025, success isn't about having the biggest tech stack or the most AI tools – it's about having the right ones and using them brilliantly.

Stay tuned for next week's installment of 25 Ways for CMOs to Cut Through in 2025. Spoiler alert: It won't involve dating a Kansas City Chief.

Written by Drew Neisser

Listen Here | From Renegade Marketers Unite, Episode 444: B2B CMOs Deploying GenAI to Win

GenAI has moved past the “what if” stage. Now it’s more like, “what else can we use this for?” And that change in mindset is reshaping the day-to-day—from big-picture strategy to the smallest tasks.

In this episode, Drew Neisser talks with Karen Feldman (Iron Mountain), Adriana Gil Miner (Iterable), and Jeff Morgan (Elements), three marketing leaders who’ve made GenAI part of their daily toolkit. They’re applying GenAI to content engines, campaign strategy, customer journeys—and they’re seeing results that are hard to ignore.

Here’s what you’ll hear:

• How IBM used Adobe Firefly to produce 10x more content and beat campaign benchmarks by 26x.
• The Iterable ad challenge that doubled demo requests and surfaced unexpected creative talent.
• Why GenAI is showing up in customer journeys, sales enablement, and day-to-day ops.
• How small teams are using tools like Descript, RAG, and custom GPTs to scale smartly.
• What it looks like when AI becomes a creative partner, not just a shortcut.

Plus:

• How to steer clear of the GenAI “sea of sameness”
• Why personalization at scale is finally within reach
• The shift from doing more to doing better

If you’re trying to move from GenAI curiosity to confident action, this one’s worth a listen.

For full show notes and transcripts, visit https://renegademarketing.com/podcast/

"I'm drowning here, Drew. The board wants immediate results, my CEO keeps moving the goalposts, and my team is stretched thinner than an Ozempic user. How does anyone survive as a CMO these days?" exclaimed a first-time CMO at a Series C SaaS company.

Oh, first-timer, let’s huddle. You're not alone in this maelstrom of impossible expectations and magical thinking. Welcome to B2B marketing circa 2025, where every executive thinks they're a marketing expert because they watch the Super Bowl.

But fear not, fellow marketing penguins! Did you know that penguins are incredible swimmers and spend 75% of their lives in water? Like these adorable birds, you’re adaptable, curious, and comfortable in almost any environment. Why else would you have chosen this path?

Over the next few weeks, I'll share 25 ways for B2B CMOs to overcome their malaise. Today's focus is on leadership and strategy. Without these fundamentals, you might as well be trying to swim in cement.

1. Start with Your North Star (And Make Sure Everyone's Looking at the Same One)

Here's a renegade thought: Before you launch that shiny new campaign or redesign your homepage, get your C-suite aligned on what success actually looks like.

I recently watched a brilliant CMO get torpedoed because the CEO thought marketing's job was "to make things go viral," while the CRO expected immediate pipeline impact. Spoiler alert: It didn't end well.

2. Your Survival Depends on Strategic Alliances

Quick quiz: When was the last time you had coffee with your CFO? If you're drawing a blank, we've identified your first mission. Pick one C-suite peer per quarter and become their new best friend. Trust me, these alliances will save your bacon when budgeting season rolls around.

3. Simplify Until It Hurts

If your brand story requires a PhD to understand, you've already lost. With shrinking attention spans and buyer indecision rampant, simplicity isn't just nice to have – it's survival. Can your entire team tell your story in one compelling sentence? No? That’s one thing you can fix quickly.

4. Channel Your Inner Explorer

Yes, pay-per-click is comfortable. Yes, your tried-and-true channels work... sort of. But if you're not experimenting with new ways to reach your audience, you're already falling behind. The key? Start small, measure religiously, and scale what works.

5. For Heaven's Sake, Lighten Up!

This just in: B2B doesn't have to be boring! Some of the most successful CMOs I know have mastered the art of bringing levity to their leadership style AND their brand voice. When everything feels heavy, a little wit goes a long way.

The truth is, being a CMO in 2025 isn't for the faint of heart. And there are few shortcuts. But these 5 leadership tips should be helpful (and expect 5 more next week).

And to all those armchair CMOs in the C-suite: Marketing isn't magic. It's strategy, science, and a whole lot of smart execution. Maybe it's time to trust the experts you hired.

Written by Drew Neisser

Listen Here | From Renegade Marketers Unite, Episode 443: CMO Pep Talk: How to Own Your Job Search

CMO job searches come with baggage—pressure to be perfect, high expectations from CEOs and investors, and a market where one misstep can cost you. Add in emotional residue from your last gig, and it’s no wonder the process feels heavy.

In this episode, executive recruiter Erica Seidel joins Drew Neisser for a grounded pep talk on how marketing leaders can take control of the job search. It’s about being intentional—knowing what you want, how to show up, and how to manage the emotional rollercoaster along the way.

What You’ll Learn

• How an Ideal Company Profile (ICP) can focus your search—and your energy.
• The paradox-filled CMO role: changemaker, peacemaker, and how to keep it together.
• Smart ways to stand out—think prep docs, dashboards, and well-placed hypotheses.
• Why “ready to start tomorrow” might be your strongest asset.
  
• What CEOs and investors really want from you in the first 100 days.
  

Whether you’re actively interviewing or just thinking ahead, this episode offers the mindset and tools to help you lead your search—with intention and impact. Tune in!

For full show notes and transcripts, visit https://renegademarketing.com/podcast/

“Help, our new CRO is demanding that Marketing double its contribution to pipeline from 30% to 60%,” exclaimed a 3x CMO at a ½ billion-dollar cybersecurity firm. While I grimaced, several CMOs in our community offered counsel AND benchmarks from various sources. Armed with this advice and data, our harried CMO negotiated, landing at a challenging but not impossible goal. Crises averted. A win for CMO Huddles. Rant to follow.

In What World Is It Okay for the Head of Sales to Set Arbitrary Goals for the CMO?

And I thought irrational requests were the exclusive domain of PE firms. These are the fine folks of legend (and my prior rants) who cut the budget by 25% and then raised the revenue target by an equal amount. (This is much more common than we would like to believe and is still happening almost daily in Silicon Valley). But I digress. In the case of PE firms, it’s their capital. Not so with the CRO. It is not just bad form for CROs to make crazy-ass demands. It’s bad news for the organization since it instills a Marketing versus Sales divide.

Should CMOs Willingly Commit to Any Pipeline Contribution Target?

Allow me to waffle on this one for a bit. Many CMOs do so happily. Why? Because they have lots of historical data to show that Marketing is already driving a healthy percentage of pipeline. This is particularly true for PLG brands with a freemium offer, often targeting SMBs. I’ve spoken with CMOs in these orgs who can show that 90% of revenue is driven by various marketing activities. These CMOs feel pretty good about their job security, assuming their customer acquisition costs stay significantly below customer lifetime value.

What’s with the waffle?

Let’s take your basic $500 million tech company with a 12-month sales cycle and a lifetime value per customer of over $1 million. According to recent Forrester data, there will be 22 people on average involved in that buying decision, 9 of whom don’t even work at the company. For the sale to occur, Marketing must touch more than 90% of the buying committee multiple times. Does it matter who initiated the first, fifth, fiftieth, or last touch? It shouldn’t. And that’s just one reason why obsessing about sourcing is so problematic.

What’s the Solution Then, Oh Wise Sage?

Joint metrics focused on improvements over time, such as win rate, deal size, retention rate, growth of LTV, advocacy rates, and more.

I've said it before, but it's worth repeating: GROWTH IS NOT A STRATEGY. It’s an outcome of a fully aligned C-suite.

Written by Drew Neisser

Listen Here | From Renegade Marketers Unite, Episode 442: What CMOs Get Wrong About Career Transitions

The career mistake that haunts CMOs most? Waiting until they’re laid off to build their personal brand. Career transition expert Catherine Altman Morgan reveals the three career management mistakes even seasoned CMOs make—and they might be sabotaging your future opportunities. In this quick-hitting conversation, Catherine delivers straight talk on building your personal brand, maintaining critical relationships, and positioning yourself for success whether you’re job hunting or not.

From market disruptions to political shifts, CMOs are feeling the pressure. CFOs are tightening budgets, customers are hesitating, and entire industries are being forced to adapt. So, what’s a savvy marketing leader to do?

For the full conversation covering ‘nose to the grindstone syndrome,’ navigating toxic work environments, and how to product-ize yourself, visit our YouTube channel (CMO Huddles Hub) or click here: [https://youtu.be/f9_qZKSYDbM].

Get more insights like these by joining our free Starter program.

Until then, keep those renegade thinking caps on and strong.

For transcripts and more details, visit https://renegademarketing.com/podcast/

Listen Here | From Renegade Marketers Unite, Episode 441: B2B Marketing Metrics That Speak C-Suite

In a perfect world, every marketing dollar would be easy to track and justify. In reality, proving impact is a constant battle.

In this episode, Drew Neisser brings together Julie Kaplan, Michael Callahan of Salt Security, and Bindu Chellappan of Corpay to explore the metrics that matter—and how to make sure they resonate in the boardroom.

In This Episode:

• Julie Kaplan shares why marketing-driven pipeline is the metric that truly resonates with the C-suite—and how simplifying the conversation makes it easier to prove marketing’s value to the CFO.
  

• Michael Callahan reveals why broad pipeline metrics don’t resonate with sales—and how shifting to territory-level goals helped drive alignment and better results.
  

• Bindu Chellappan expands the conversation beyond pipeline, sharing how Corpay is tackling the challenge of measuring brand awareness, retention, and upsell impact—and why long-term marketing influence is just as important as net-new pipeline.
  

Key Takeaways:

• The #1 metric that makes marketing’s impact undeniable.
• Why marketing-influenced revenue deserves more credit—and how to make the case for it.
  
• How to align marketing with sales—without the usual friction.
  
• Why brand awareness is more measurable than you think—and how to track it.
  

Marketing’s value isn’t simple to prove—but the right numbers get the C-suite’s attention. Tune in to learn which ones matter most.

For full show notes and transcripts, visit https://renegademarketing.com/podcast/