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In this episode, we take on one of marketing’s most uncomfortable topics: ROI — and why the way we calculate it is fundamentally broken.

We talk about why marketing numbers get recalculated (or quietly dismissed) the moment they hit the CFO’s desk, and why attribution debates, channel wars, and “soft metrics” aren’t the real problem. The real issue is data quality — or rather, the lack of it. We unpack a simple but uncomfortable idea: if only 50% of your data is trustworthy, then only 50% of your reported ROI should be trusted as well.

From paid media tracking to campaign tagging and analytics foundations, we argue that data quality isn’t a hygiene task or an IT problem — it’s a core input to the ROI formula. Fix that, and marketing suddenly becomes a lot harder to argue with. Ignore it, and no spreadsheet will ever save you.

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In this longer CMO edition, we’re joined by Frederik Grønlund Scholten, CMO (VP Marketing) at TV 2 Denmark, to talk about what actually matters when you step into a new CMO role.

We dig into why the first 90 days shouldn’t be a template exercise - but a deliberate phase of listening, learning the culture, and building trust across the organization. Frederik shares his view of the CMO as the company’s connector and orchestrator, and why aligning value creation across teams is the only real way to avoid “data wars” and silo truth.

We also get concrete on the mechanics: evidence over opinions, the long-term vs short-term balance (60/40), why emotional branding works when it’s tied to business logic, and why most companies don’t need more martech - they need to get serious about use cases, outcomes, and the tech they already paid for.

We wrap with leadership lessons, team-building, and why “hurry up slowly” might be the most underrated career advice in marketing.

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In this episode, we explore the shift from “web analytics” to what we’re calling experience analytics - and why moving from Adobe Analytics to Customer Journey Analytics (CJA) shouldn’t be treated as a simple one-to-one migration.

We talk about the real value of CJA: stitching online and offline data to finally see the full customer journey across web, call center, and physical stores. But we also get honest about what it takes to succeed: clear use cases, organizational maturity, shared ownership across teams, and a solid identity strategy for stitching data together.

Our takeaway is simple: don’t upgrade for the sake of features or renewals. Upgrade with a plan - and treat it as a business transformation, not a technical migration.