CMO Huddles

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A panel of Huddlers discuss the hottest B2B marketing topics, live!

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Tune in every Tuesday for bite-sized CMO wisdom from CMO Huddlers.

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The top podcast for B2B CMOs & other marketing-obsessed individuals.

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Read Q&As with the top B2B marketers today in Drew's Ad Age column. 

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  • December 03, 2021 11:40 AM | Anonymous member (Administrator)

    Listen Here | From Renegade Marketers Unite, Episode 269: LTI CMO: The Shoshin of Brand, Demand, and Expand

    Want to teach an old dog new tricks? Teach them shoshin. It’s a word from Zen Buddhism that means “beginner’s mind,” a state of approaching any challenge with a childlike eagerness. It’s about infinite curiosity, about the constant learning process, about being an open canvas to all the possibilities out there.

    It’s the shoshin mindset that drives everything at LTI, a global IT and digital solutions company with 40,000 employees around the world. In this episode, CMO Peeyush Dubey shares how shoshin has driven the brand’s success, especially in relation to LTI Canvas, the new product that LTI developed in three months in response to the COVID pandemic.

    Tune in to hear all about it in this fascinating interview, as well how LTI scales its marketing efforts under a three-pronged structure of brand, demand, and expand.

    For full show notes and transcripts, visit

  • November 26, 2021 1:27 PM | Anonymous member (Administrator)

    Listen Here | From Renegade Marketers Unite, Episode 268: A Play-By-Play for the First 90 Days 

    Want to win in the CMO role? It’s all about that first 90 days. Three months’ worth of work that can pave the way for success. And at the executive level, CMOs don’t go in blindly—these master marketeers are dedicated to finding the quick wins to prove their savvy while ramping up for long-term success. 

    In this episode, Dave Bornmann of Association AnalyticsJulie Kaplan of CareMetx, and Johnny Smith Jr. of Encompass Health describe their own approaches to the first 90 days at their current positions. Tune in to hear about the value of using those first few months to listen, to forge allyships, and to optimize the marketing department in a way that will boost both professional and organizational success.  

    BONUS: Dave generously provided us with a draft of the 90 Day Plan he made while interviewing for his current role. A valuable resource for any CMO. Reach out if you want a copy!  

    For full show notes and transcripts, visit

  • November 19, 2021 4:07 PM | Anonymous member (Administrator)

    Listen Here | From Renegade Marketers Unite, Episode 267: Analyzing B2B Analyst Relations

    Forrester. Gartner. IDC. These global market research firms can put your brand on the map, or they can tuck you into the doldrums of an undesirable quadrant. With a direct and well-trusted line to B2B customers, analyst relations are no joke, and the CMO plays an integral role in building up a mutually beneficial relationship that lasts.

    In this episode, CMOs Isabelle Papoulias of MediaflyCarlos Carvajal of Q2, and Narine Galstian of SADA share their experiences navigating the world of analyst relations and the lessons they’ve learned along the way. Whether you’re in the early stages of getting on the analysts’ radar or refining the way you engage your analyst connections, this episode is packed with best practices, mistakes to avoid, and more.

    For full show notes and transcripts, visit

  • November 15, 2021 1:06 PM | Anonymous member (Administrator)

    Regular Huddles | Time Management

    Transition Team: December 1st, 1-2pm ET

    Huddle A: December 2nd, 12-1pm ET

    Huddle B: December 7th, 1-2pm ET

    Huddle C: December 9th, 4-5pm ET

    Huddle D: December 14th, 5-6pm ET

    Bonus Huddle | Rethinking Innovation and the Marketer’s Role

    Bonus Huddle: December 15th, 5-6pm ET

    Bonus Huddle Guest: Carla Johnson, Keynote Speaker & Author

    Carla is a world-renowned storyteller, an entertaining speaker, and a prolific author.

    Having lived, worked, and studied on five continents, she's partnered with top brands and conferences to train thousands of people how to rethink the work that they do and the impact they can have. Her visionary expertise has inspired and equipped leaders at all levels to embrace change, welcome new ideas, and transform their business.

    Her work with Fortune 500 brands served as the foundation for many of her books. Her tenth, RE:Think Innovation (available for pre-order now) busts the myth that innovation is something that requires a specific degree or special training. In fact, Carla explains why, to be a successful company in today's hyper-competitive, customer-driven world, innovation must be everyone's business. 

  • November 08, 2021 11:35 AM | Anonymous member (Administrator)

    In the span of three years, three large financial services companies merged into one goliath called FIS. With roughly $12 billion in annual revenue and more than 60,000 employees serving more than 20,000 clients in 130 countries, FIS might be the largest company you haven’t heard of. It’s a situation Ellen Raftery, its chief marketing and communications officer, expects to remedy with a new multidimensional brand campaign.

    Starting with a revamping of corporate values, Raftery and her team looked to streamline a portfolio of more than 850 products that consumed more than 9 million web pages. Ultimately, they redesigned the portfolio into 10 categories and one clear promise: "Advancing the way the world pays, banks and invests." New “three letter” ads that spell out FIS make the company’s offering accessible to various audiences. While Raftery admits there’s lot more to do, the campaign has already exceeded expectations in terms of reach and impact.

    Strategic position, core values and brand positioning were reevaluated to streamline portfolio

    Read the full Q&A on Ad Age: How FIS Invested in New Brand after Financial Megamerger

    Listen to the Episode: How FIS CMO Spells Brand

  • November 05, 2021 11:16 AM | Anonymous member (Administrator)

    Listen Here | From Renegade Marketers Unite, Episode 264: Gigamon CMO on Engineering Giga-Growth

    Forget the notion of born leaders. Leadership is a skill that is that’s learned through practice, and even trial and error. It is a skill that needs continual refinement and is always a work in progress. In this episode, we explore the path to leadership with CMOs Amy Messano of AltairBill Strawderman of GS1 US, and Toni Clayton-Hine of EY Americas.

    Tune in as we focus on the “Chief” of Chief Marketing Officer, exploring many aspects of CMOing, from how leadership adapted during COVID to how to lead while following the lead of your CEO. This episode is filled with unique insights into the different paths to leadership as well as tried-and-true ways to inspire employees and organizations to greatness. Don’t miss it!

    For full show notes and transcripts, visit

  • November 01, 2021 11:20 AM | Anonymous member (Administrator)

    Regular Huddles | 2021 Lessons Learned

    Transition Team: November 1st, 1-2pm ET

    Huddle A: November 1st, 3-4pm ET

    Huddle B: November 2nd, 2-3pm ET

    Huddle C: November 9th, 2-3pm ET

    Huddle D: November 10th, 4-5pm ET

    Make Good: November 30th, 5-6pm ET

    Bonus Huddle | Building a Predictive Marketing Model

    Bonus Huddle: November 16th, 4-5pm ET

    Bonus Huddle Guest: Ross Graber, VP & Principal Analyst at Forrester.

    From his bio: Ross is passionate about helping B2B marketing organizations create meaningful systems of measurement that accurately reflect marketing’s contribution to the business. As a researcher and thought leader, Ross focuses on developing and operationalizing the approaches leading organizations use to demonstrate accountability, understand results, and make improvements. His research has spanned the marketing operations discipline and includes data, process, people, and technology.

  • October 29, 2021 11:35 AM | Anonymous member (Administrator)

    Listen Here | From Renegade Marketers Unite, Episode 264: Gigamon CMO on Engineering Giga-Growth

    What does pro-skateboarder Tony Hawk have to do with network security? For one, his surname is the same as Gigamon’s latest cloud visibility offering, Hawk by Gigamon. The solution enables customers to get a full 360 view of their hybrid infrastructures, making it easier to see—as Tony described in his Cameo for the brand—what could go wrong, what the backup plan is, and how to transform chaos into control.

    Tony Hawk’s role as a Gigamon’s spokesperson is just one part of a massive, marketing-led transformation for the brand. It all started in 2019 when Gigamon went private and brought on Karl Van den Bergh as CMO to lead the strategic shift. With an engineering background, Karl faced the challenge head-on, quickly building a predictive ROI model and ramping up brand awareness efforts across the board.

    Tune in for a seriously fascinating episode with a master marketeer, one who uniquely understands the value of how engaged employees, a clearly defined brand, and an award-winning demand gen engine can build the momentum a company needs to really soar (like, increasing pipeline by 6x soar).

    For full show notes and transcripts, visit

  • October 22, 2021 5:53 PM | Anonymous member (Administrator)

    Listen Here | From Renegade Marketers Unite, Episode 263: How FIS CMO Spells Brand

    What does B2B success look like? Some might say that it looks like $12 billion in annual revenue with over 60,000 employees serving more than 20,000 clients in 130 countries, and in that case, FIS is right on the money. So why did the financial services company decide to turn their focus to building brand awareness?

    In this episode, CMO Ellyn Raftery shares how FIS simplified its brand after acquiring Worldpay, streamlining a docket of 800+ products into 10 distinct categories and one brand story as it shifted into a B2B2C mindset.

    Tune in to learn how FIS developed the new brand, how they made it real, and how it’s setting them up for even more growth in the future. Plus, learn Ellyn’s secret to CMO longevity—she’s been at FIS for 9 years!

    For full show notes and transcripts, visit

  • October 19, 2021 11:59 AM | Anonymous member (Administrator)

    Driving demand is a typical chief marketing officer mandate—not “fix the brand.”

    But for Jennifer Houston, CMO of D-Wave, the maker of quantum computer systems, lingering negative sentiment about the brand was so high that it not only hurt demand but was damaging employee morale. So, fixing the brand became her top priority and, in the process, Houston created a playbook from which almost any CMO can learn.

    Company changed the narrative with the help of its customers and a commitment to today’s reality

    Read the full Q&A on Ad Age: How D-Wave Made a Quantum Leap in Brand Perception

    Listen to the Episode: What the Heck is Growth Marketing!? | B2B Branding IS Rocket Science

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