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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.

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In this episode, we challenge one of the most overused (and unhelpful) phrases in data: “garbage in, garbage out.”

We talk about how a negative data narrative can actually sabotage data-driven ambitions, and why constantly focusing on what’s broken creates friction instead of progress. Instead, we argue for a mindset shift: focusing on the data we trust - our gold data - and building from there.

We discuss why data should be prioritized early in projects (not rushed in at the end), why “big data” is often the wrong goal, and how trusted data is the real foundation for ROI, AI, and business impact. The takeaway? Stop collecting everything. Start collecting what matters - and talk about data as an enabler, not a problem.

Garbage in, garbage out is officially dead. Long live gold in, gold out.