Kim Whitler
October 4, 2019

Why CMO Troubles Start with the CEO

Guest: Kim Whitler - Asst. Professor of Business Administration, Darden School of Business Administration

What do you get when you combine a dash of academic rigor, a hint a marketing obsession (in the best way possible), a few critiques of modern CMO tendencies, and a live audience of some of the sharpest B2B marketers out there? That’d be this week’s episode of Renegade Thinkers Unite, with Kim Whitler, Assistant Professor of Business Administration at UVA’s Darden School of Business.

Host Drew Neisser and Kim cover quite a bit of ground on this one, drawing on Kim’s 250+ published Forbes Articles—including a comprehensive look at some CMO challenges, in The Trouble With CMOs, published in the Harvard Business Review—Drew’s 300+ CMO interviews, and the shared knowledge of 6 B2B marketing leaders weighing in. The conversation explores the often tenuous relationships with CMOs and CEOs, how those can be improved, the ideal type of CMO to lead an effective marketing team, how leadership can change consumer behavior, and much, much more. Given the expansive subject material, this episode will actually be broken into 2 parts—be on the lookout for part 2 next week, but for now, listen in to hear about some research-backed tactics every creative marketer needs to consider.

Connect with Kim

Connect with Drew

Quotes from Kim Whitler

Some CMOs have a CEO who really supports and values marketing, but there's a lot of variance. Others don't. If you have a CEO who comes from a place of not valuing marketing, it can be exceptionally difficult to change their mind.
For metrics, one thing I'd say out of the gate, is that we have to understand: not everything can be measured.


to the Latest in

Renegade Thinking