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CMOs Unscripted

CMOs Unscripted

By: Lisa Martin
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 CMOs Unscripted is the podcast where top marketing leaders ditch the talking points and get real. Hosted by veteran tech broadcaster Lisa Martin, each episode dives into candid, off-the-record conversations with the world’s most innovative CMOs—from startups to Fortune 500s. Expect bold stories, hard-won lessons, and unfiltered insights on brand strategy, AI, data, customer experience, and the ever-evolving role of the CMO. If you want to hear what’s really shaping modern marketing, this is your seat at the table.Lisa Martin Economics Marketing Marketing & Sales
Episodes
  • CMOs Unscripted, Season 2, Ep 01—Inside NetApp’s Brand Transformation: AI, Data, & Unleashing Genius

    CMOs Unscripted, Season 2, Ep 01—Inside NetApp’s Brand Transformation: AI, Data, & Unleashing Genius
    Jan 7 2026
    What does it really take to build a resilient brand when change is constant, AI is accelerating everything, and customer trust is the ultimate currency?In the season two premiere of CMOs Unscripted, host Lisa Martin sits down with NetApp CMO Gabie Boko for a candid, unscripted conversation about what modern enterprise marketing leadership looks like. From redefining brand resilience and navigating AI-driven transformation to reframing the CMO role as Chief Market Officer, this episode is a masterclass in leading growth at the intersection of technology, creativity, and trust.Drawing from more than 25 years of leadership experience, Gabie shares how NetApp has approached brand evolution without losing its soul, why listening matters more than ever, and how marketers can use AI and data not just to react—but to lead.Key Takeaways:Resilient brands don’t chase change—they anchor to identity. True brand resilience comes from knowing who you are at your core while staying agile enough to evolve alongside customers and markets.Trust is the most valuable currency a brand owns. Whether with customers or internal teams, trust is built through consistency, listening, and delivering real value—not performative change.AI turns marketers into growth drivers—not just support teams. When marketers harness AI and data effectively, they move from reactive execution to predictive, personalized, always-on growth leadership.Unified data beats more data. Being data-rich but insight-poor is a growth killer. The real opportunity lies in unifying, securing, and activating data across fragmented environments.Integration beats collaboration. Real impact happens when marketing, sales, and product teams are integrated from the start—sharing accountability, language, and outcomes.Customer stories outperform brand promises. You can’t buy truly authentic advocacy. The most powerful brand narratives come from customers telling their own stories in their own words.The modern CMO is a business leader first. Today’s CMOs are expected to lead growth, guide pivots, take smart risks, and shape strategy—not just manage campaigns.This episode is a must-listen for CMOs, marketing leaders, and growth-focused executives navigating AI disruption, data complexity, and rising expectations. Gabie Boko offers a grounded, experience-driven perspective on how to lead through uncertainty, build brands that last, and step confidently into the CMO’s evolving role as a strategic business leader.If you’re looking to move beyond tactics and into true market leadership, this conversation delivers clarity, conviction, and actionable insight. Don’t miss out, watch now on YouTube and subscribe for biweekly conversations with top industry leaders.Chapters00:00 Season 2 Begins: The Future of Marketing Leadership01:13 Meet NetApp CMO Gabe Bocko02:10 How to Build a Resilient Enterprise Brand03:52 Evolving Your Brand Without Losing Its Soul05:12 Why Listening Is a Competitive Advantage06:37 Intelligent Data Infrastructure, Explained Simply07:34 Story First, Product Second, Tagline Last08:54 Why the CMO Role Is No Longer Scripted10:01 How AI Is Changing Marketing Right Now11:06 Why Data Movement Matters More Than Storage12:25 How AI Turns Marketers into Growth Leaders12:51 Data-Rich but Insight-Poor: The Real Problem14:15 AI, Data Security, and Trust at Scale15:41 What Formula 1 Teaches Us About Speed & Data17:00 Collaboration vs. Integration Across Teams18:55 Why Marketing Can’t Be a Request Machine19:49 How the CMO Role Is Evolving21:37 Why Embracing Chaos Is a Competitive Edge22:18 Using Sponsorships to Tell Customer Stories25:06 Why Customer Voices Beat Brand Messaging26:07 The One Strategy Every CMO Needs Today27:39 Be a Business Leader, Not Just a Marketer28:47 Final Leadership Lessons for Modern CMOs
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    30 mins
  • CMOs Unscripted, Episode 13: Dissecting the CMO Responsibilities

    CMOs Unscripted, Episode 13: Dissecting the CMO Responsibilities
    Nov 19 2025

    In this powerhouse episode of CMOs Unscripted, host Lisa Martin sits down with Chandar Pattabhiram, one of LinkedIn’s Top 5 CMOs to Follow and now Chief Go-to-Market Officer (GTM Officer) at Workato. Together, they unpack the evolution of modern marketing leadership — from mastering the fundamentals of the C, M, and O to orchestrating full go-to-market strategy across marketing, alliances, enablement, and operations. Chandar shares candid lessons from his journey across startups, scale-ups, and global enterprises, explains how failure fuels growth, and reveals why board experience is now a strategic must for CMOs. The conversation concludes with actionable insights into how AI is reshaping marketing execution — and how to separate hype from high impact.

    Key Takeaways:

    • Failure is a Feature, Not a Bug: Chandar emphasizes that the most valuable leadership lessons come from failure. Each setback refines decision-making, resilience, and innovation capacity.


    • The CMO Breakdown — C, M, O:

      • C = Chief: Leadership that creates leaders, absorbs ambiguity, and fosters clarity.

      • M = Marketing: Domain mastery that’s continually evolving with technology and AI.

      • O = Orchestrator: Bringing harmony across product, demand, and brand teams for unified execution.

    • From CMO to Chief GTM Officer: The evolution isn’t just a title change — it’s an expansion of scope. The Chief GTM Officer oversees marketing, alliances, enablement, rev ops, and incubation sales — all aimed at setting sales up to win more, win faster, and win bigger.

    • “From Harm to Harmony”: Chandar’s mantra for go-to-market alignment. Great organizations eliminate silos, aligning every function under shared goals and unified messaging.

    • Engine Room vs. Alignment Room: CMOs must evolve from tracking vanity metrics (impressions, clicks) to alignment metrics (pipeline, win rates, ASPs). Board-level credibility comes from focusing on revenue outcomes.

    • Board Experience as a Growth Multiplier: Serving on boards gives CMOs a panoramic view of enterprise strategy, financial oversight, and CEO succession — transforming them from function leaders to enterprise strategists.

    • AI: From Experimental to Actionable: Workato’s Campaign Genie showcases how trigger-driven AI workflows can automate outreach, eliminate latency, and generate millions in incremental pipeline — without adding headcount.

    • Why 95% of AI Projects Fail: Chandar attributes this to a lack of trust and predictability in models. Success comes from balancing AI’s creative power with structured “skills” and contextual grounding.

    • The Next Big Challenge — Agent Sprawl: Just as “app sprawl” fragmented workflows, AI agents risk multiplying inefficiencies. The key is orchestration — creating cohesion between human and machine collaboration.

    This episode is a masterclass in marketing leadership evolution. Chandar doesn’t just talk about adapting to change — he models it. From redefining the CMO role to embracing boardroom influence and harnessing AI for measurable outcomes, his insights provide a roadmap for every marketing leader seeking to elevate their impact. Whether you’re a current CMO, aspiring GTM officer, or simply passionate about the future of marketing, this conversation is your blueprint for growth, alignment, and orchestration in the age of AI.

    No matter where you are in your marketing journey, this episode delivers valuable insights and real-world strategies you can put into action. Don’t miss out, watch now on YouTube and subscribe for biweekly conversations with top industry leaders.
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    31 mins
  • CMOs Unscripted, Episode 12: Building Credibility and Influence with Analysts and Customers

    CMOs Unscripted, Episode 12: Building Credibility and Influence with Analysts and Customers
    Nov 5 2025
    In this episode of CMOs Unscripted, host Lisa Martin sits down with Rena Fallstrom, Head of Communications at Glean and member of the Forbes Communications Council, for a masterclass on the evolving art and science of global communications. With over 25 years in tech—from deep storage to AI—Rena shares hard-earned lessons on how CMOs and marketing leaders can build trust, credibility, and influence through authentic relationships with analysts, influencers, and media.Together, they explore why vulnerability and honesty—not perfection—create stronger analyst partnerships, how to tailor global comms strategies with cultural sensitivity, and how AI is transforming the way marketing teams craft and distribute their messages worldwide.Key Takeaways:Analyst Engagement Equals Analyst Love: Analysts shape buying decisions more than most marketers realize. Building consistent, transparent relationships directly impacts pipeline and revenue.Authenticity Over Perfection: Analysts and influencers value candor. Share both wins and challenges—transparency fosters trust and stronger advocacy.Bring Analysts Along the Journey: Don’t wait until your product is perfect; involve analysts early so they can help shape market messaging and feel invested in your success.Influencers Are Modern Amplifiers: Partner with credible experts who have authentic voices in your space. Prioritize their subject-matter expertise over vanity metrics.Global Comms Require Localization: Combine universal brand messages with local insights. Regional nuance is crucial, especially when marketing emerging technologies like AI.Empathy is a CMO Superpower: Vulnerability and open feedback loops create more human and effective leadership cultures.“Don’t Market to Them”—Understand CIO and CMO pain points, show empathy, and provide value. The most authentic conversations outperform traditional pitches.Measure What Matters: Move beyond share of voice—focus on message resonance, tonality, and true influence reach.Follow the People, Not the Platforms: The media landscape is shifting fast. Track where your audience actually consumes information, not just where it used to be.Embrace AI Without Losing Your Voice: AI is a creative partner, not a replacement. Use it to work smarter while staying true to your authentic message.Rena reminds CMOs and marketing leaders that credibility is built on consistency, candor, and connection. In a world of shrinking attention spans and skyrocketing expectations, success in analyst and influencer relations comes down to meeting audiences where they are—with empathy, truth, and a willingness to evolve. As AI accelerates the pace of communication, Rena’s message is clear: the most human brands will always stand out.No matter where you are in your marketing journey, this episode delivers valuable insights and real-world strategies you can put into action. Don’t miss out, watch now on YouTube and subscribe for biweekly conversations with top industry leaders.Chapters00:00 – Intro | Welcome to CMOs Unscripted00:55 – Lisa Martin introduces guest Rena Fallstrom, Head of Comms at Glean03:03 – Why analyst relations matter for buying decisions and pipeline growth05:35 – The power of third-party endorsement and trust in the sales cycle06:27 – Bringing analysts in early to shape market messaging and success10:47 – Balancing analyst, influencer & media engagement strategies12:31 – Localization and cultural nuance in global communications14:08 – Regional AI adoption differences and privacy considerations15:38 – Empathy and balance: the mark of modern CMO leadership17:24 – Meeting buyers where they are and speaking their language21:01 – KPIs that matter: message resonance, tonality & influence reach23:01 – The future of analyst and influencer relations in the AI age24:19 – Embracing AI without losing your authentic voice25:04 – Closing thoughts | Balancing authenticity and innovation
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    26 mins
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