A CMO Confidential Interview with Dr. Peter Fader, Professor of Marketing at The Wharton School of Business. Pete discusses the application of Customer Lifetime Value (CLTV) to the business side of sports, the use of analytics to manage the fan base, and how baseball has gone from resisting technology to embracing things like dynamic pricing and facial recognition.

Key topics include:

- Why the General Manager of the Phillies went back to B-School to become the leader of the business side

- The need to connect the actions and experiences of the fan base versus managing individual activities

- Why, no matter what you think, your business can benefit from customer analytics

Tune in to hear stories about StubHub and Spotify.

⏱️ Chapters

0:58 - Introduction of Dr. Peter Fader

4:08 - Sam Fuld's Transition to Business Operations

8:42 - Solving the StubHub Problem and MLB Project

18:18 - Fan Analytics and Modern Fan Experience

21:28 - Dynamic Pricing and Overcoming Tradition

28:47 - Universal Business Takeaways and Closing

This episode is sponsored by NOAN - the company that builds a fact layer for your brand, creating a single source of truth for your team, both human and agent. Learn more: getnoan.com/cmo.

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A CMO Confidential Interview with Kip Knight, the founder of CMO Coaches and operating partner at Thomvest Ventures, formerly the President of H&R Block Retail and CMO of Taco Bell. Kip details his belief that marketers shouldn't "silo themselves" in B2B or B2C, why marketing strategy always matters, and the case for B2B to spend more on marketing.

Key topics include:

- The importance of storytelling

- The benefits of spending significant time in the field

- The reasons B2B buyers are often more emotionally driven than you think

- Why he doesn't believe in the "This product is so good, it will sell itself" concept

Tune in to hear why he thinks "Undercover Boss" is a flawed idea.

⏱️ Chapters

1:08 - Introduction of Kip Knight

2:31 - Breaking the B2B and B2C Silos

6:09 - Comparing B2C and B2B Frameworks

12:48 - Emotions and AI in B2B Marketing

17:10 - The Power of Brand Building

19:27 - Lessons from Sales and Overcoming Objections

25:30 - Common Mistakes and Final Advice

This episode is sponsored by NOAN - the company that builds a fact layer for your brand, creating a single source of truth for your team, both human and agent. Learn more: getnoan.com/cmo.

Subscribe for weekly episodes featuring world-class marketing leaders, board members, and C-Suite executives.

#CMOConfidential, #MarketingLeadership, #BrandStrategy, #CorporateActivism, #MarketingStrategy, #CMO, #AIinMarketing, #ExecutiveLeadership, #BrandReputation, #ConsumerTrust, #DigitalMarketing, #MarketingInsights, #ThoughtLeadership, #BusinessStrategy, #CustomerCentric

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

A CMO Confidential Interview with Bob Liodice, the long-time CEO of the Association of National Advertisers (ANA). In Part 2, Bob shares thoughts on where marketing dollars are really going, the ANA's investigations into media transparency and waste, why brands still aren't valued as financial assets on balance sheets, and the growing pressures facing modern advertising agencies.

Key topics include:

- The findings behind the ANA's programmatic media transparency and rebate investigations

- Why building the economic value of a brand matters more than chasing short-term volume

- Bob's simple budget rule: split spend 50/50 between performance and long-term brand building

- The evolving agency ecosystem, from principal-based media buying to widespread in-housing

Tune in to hear how Bob led 21 consecutive years of growth at the ANA, his push to replace the traditional "Four Ps" with eight modern practice areas, and his best advice on why "no one is in charge like yourself" when managing your career.

⏱️ Chapters

1:08 - Media Transparency and Digital Waste

8:28 - Importance of Brands and Long-Term Value

13:25 - Agency Landscape and Evolving Ecosystem

16:30 - ANA Reorganization and Core Marketing Practices

19:13 - Growing the ANA and Traits of Great Marketers

23:12 - Advice for Future CMOs and Career Ownership

This episode is sponsored by NOAN - the company that builds a fact layer for your brand, creating a single source of truth for your team, both human and agent. Learn more: getnoan.com/cmo.

Subscribe for weekly episodes featuring world-class marketing leaders, board members, and C-Suite executives.

#CMOConfidential, #MarketingLeadership, #BrandStrategy, #CorporateActivism, #MarketingStrategy, #CMO, #AIinMarketing, #ExecutiveLeadership, #BrandReputation, #ConsumerTrust, #DigitalMarketing, #MarketingInsights, #ThoughtLeadership, #BusinessStrategy, #CustomerCentric

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.