The CEO’s Guide to Marketing 

Forbes
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The CEO’s Guide to Marketing offers a no-nonsense take on the business of marketing and the marketing of business. Hosted by Seth Matlins, Managing Director of the Forbes CMO Network, this series provides a master class in raising the C-suite's marketing IQ through candid conversations with renowned marketers and executives.

  1. HACE 4 DÍAS

    The one with ServiceNow CMO Colin Fleming about how buying happens, what B2C marketing can learn from B2B and B2C from B2B, and a case well made for doing less, exceptionally.

    In this episode, Colin and I talk about why he drove a strategic shift from product-led marketing to brand-led, the end of the funnel, what all marketing—and buying—has in common, and how simplicity can help anchor marketing in times of great complexity. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

    46 min

  2. 6 AGO

    The one with McKinsey Senior Partners Kelsey Robinson and Shelley Stewart about the bottom-line consequences of the CEO and CMO disconnect.

    In this conversation, Kelsey and Shelley unpack McKinsey’s latest research into the CEO and CMO relationship which at the risk of giving away the punchline isn’t that good. We get into and underneath the numbers and the broader and bottom-line implications on growth that they illustrate. (Look for their full report here: The CMO’s comeback: Aligning the C-suite to drive customer-centric growth) See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

    42 min

  3. 30 JUL

    The one with Unilever Chief Growth & Marketing Officer, Esi Eggleston Bracey on what CEOs need to know about driving desirability at scale, the difference between marketing and sales, and how you win hearts, minds—and machines.

    In this conversation with Esi, we covered a lot of ground but kept coming back to some fundamental truths about desire, reach, engagement, and conversion. Esi’s been a CEO, GM and President and she brings all that and more to our conversation and everything she does as a marketing and growth leader. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

    54 min

  4. 23 JUL

    The one with Cannes Lions CEO Simon Cook on what was said at the Festival’s inaugural Global CEO Forum about why creativity is an organizational imperative, the high cost of “not now”, and why “creativity” may have a brand problem.

    In this conversation I sit with Cannes Lions CeO Simon Cook, to talk about what we both heard at the Festival’s inaugural Global CEO Forum, which I moderated and facilitated. Some 50 CEO’s from around the world took part (Under The Chatham House Rule), and in this episode Simon and I explore what we heard from them, creativity as a financial engine, and why CEOs who don’t embrace it may be quietly choosing stagnation. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

    37 min

  5. 16 JUL

    The one with Meta’s CMO and VP Analytics Alex Schultz about timeless truths, and measuring for incrementality and impact.

    In this episode I talk with Meta’s CMO and VP Analytics Alex Schultz, whose work has probably influenced the work of more marketers than just about anyone else’s over the past decade. Besides correcting my misperception about the origins of the “performance marketing” phrase, Alex explains why he thinks performance marketing should die, driving change, the value of full funnel approaches, and how to properly evaluate that which can’t be measured among other things. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

    51 min

  6. 9 JUL

    The one with Rare Beauty CMO Katie Welch on paying attention to attention, ensuring a lipstick is more than a lipstick, and the fine arts of getting someone to do something.

    In this episode I talk with Rare Beauty CMO Katie Welch about CEO’s who give CMOs the permission to do what they do best, the lessons beauty-category marketing has for others, and why you have to avoid “tactic soup.” See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

    50 min

  7. 2 JUL

    The one with the founder and CEO of Alembic Technologies, Tomás Puig, about what to do when you just don't know, cause and effect correlation, and what may be the most advanced marketing attribution model today.

    When I first heard Tomás speak at a conference about problem-solving and attribution, I knew I wanted to have him on the show. In this conversation, we talk about marketing's deep hunger for actual solutions, the cost of vanity metrics, and among other things, the difference between certainty and statistics. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

    51 min

  8. 8 MAY

    The one with...um, me, Seth Matlins, about the nature of marketing influence and other things CEOs (and CMOs) might consider.

    In this bonus episode, the tables turn and Seth goes from interviewer to interviewee as he sits with Jon Evans, on his Uncensored CMO podcast. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

    51 min
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The CEO’s Guide to Marketing offers a no-nonsense take on the business of marketing and the marketing of business. Hosted by Seth Matlins, Managing Director of the Forbes CMO Network, this series provides a master class in raising the C-suite's marketing IQ through candid conversations with renowned marketers and executives.

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