What does it really take to create and own a category—especially when you’re competing against tech giants with 1,000x your resources?

In this episode of CMOs Unscripted, host Lisa Martin talks with five-time CMO Jason McClelland to unpack the art and science of category creation, modern repositioning, and why technical storytelling may be the most underrated superpower in B2B marketing.

From helping transform companies like Adobe and Heroku to leading DataStax through its evolution into an enterprise AI platform (and eventual acquisition by IBM), Jason shares hard-earned lessons on alignment, confidence, and navigating orchestrated chaos at scale.

The conversation also dives deep into how AI is reshaping marketing in real time—from LLM optimization and AI-driven research to the growing need for marketers who can lead through ambiguity, not just execute playbooks. Jason makes the case that while AI accelerates execution, human storytelling, emotional resonance, and C-suite trust remain irreplaceable.

If you’re a CMO, VP of Marketing, or senior leader trying to differentiate in an AI-saturated market, this episode is a premium workshop in staying relevant, fast, and credible.

Key Topics:

• Why category creation is essential for mid-market and challenger brands
  

• Lessons from Adobe’s Creative Cloud transformation (and why it was messier than it looked)
  

• How to align product, sales, and the C-suite around a single positioning narrative
  

• Why confidence—not consensus—is often the missing ingredient in category leadership
  

• How AI is accelerating marketing workflows (without eliminating the need for humans)
  

• LLM optimization, GEO, and why “Google isn’t the front door anymore”
  

• The danger of AI-generated sameness, and how storytelling prevents commoditization
  

• Why CMOs must build credible relationships with peers to succeed
  

• The underrated leadership skill most CMOs overlook
  

• Why this moment is a career-resetting opportunity, not a threat

As AI continues to accelerate the pace of change, this conversation is a powerful reminder that while tools, platforms, and tactics will evolve, the fundamentals of great marketing endure. Category creation still demands clarity, conviction, and alignment. Storytelling still shapes perception and builds trust. And leadership still requires the courage to move forward without a perfect playbook. Jason’s insights make one thing clear: the marketers who will thrive in this next era aren’t the ones chasing every new buzzword—they’re the ones who can combine technical fluency with human understanding and confidently lead their organizations through uncertainty.

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.

#CMOsUnscripted, #MarketingLeadership, #AIinMarketing, #CMO, #categorycreation, #storytelling

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.

In this episode of CMOs Unscripted, host Lisa Martin sits down with Madhukar Kumar, a longtime CMO turned CEO and Co-Founder of Robynn, to explore how AI agents, automation, and generative search are redefining modern marketing. From his journey as a journalist in India to building marketing technology in Silicon Valley, Madhukar shares his unique perspective on how “agentic AI” will revolutionize marketing teams, why context and creativity still matter, and how leaders must evolve from managing people to mastering tools. This is a must-listen for every marketing leader looking to stay ahead of the AI curve.

Key Takeaways:

• From Reporter to CEO: Madhukar’s career spans journalism, software engineering, product management, and marketing leadership—culminating in his creation of Robynn, a multi-agent marketing platform.
  

• What Are Agents? Agents are the next evolution of large language models—intelligent systems that can not only understand context but also execute actions and collaborate with other agents to achieve goals.
  

• Reimagining the Marketing Stack: Traditional marketing stacks with dozens of disconnected tools are collapsing into AI-driven orchestration platforms, where agents handle tasks once spread across CRM, automation, and analytics tools.
  

• The New Marketing Team: The future marketing leader will act as an agent orchestrator, blending strategic oversight with technical fluency. The human role shifts from execution to creativity, quality control, and brand authenticity.
  

• AI and Authenticity: With the ease of AI-generated content, marketers risk losing authenticity. Kumar warns that “with great power comes great stupidity” and stresses keeping a human in the loop to maintain voice and taste.
  

• GEO vs. SEO: Kumar breaks down Generative Experience Optimization (GEO)—the emerging layer of visibility across chat-based search platforms like ChatGPT and Perplexity—and how it complements traditional SEO rather than replaces it.
  

• The IC CMO Revolution: The most successful leaders in this new era will move from being managers to hands-on individual contributors, using AI tools to work smarter while maintaining a holistic strategic view.
  

• The Real Opportunity: Agentic AI is not about replacing marketers—it’s about augmenting their intelligence and efficiency, enabling them to do more impactful work faster and with better insights.

As marketing enters the agentic AI era, Madhukar Kumar reminds us that the future belongs to the curious, the creators, and the leaders willing to get their hands back on the keyboard. From integrating agents into marketing workflows to mastering GEO strategies that ensure brand visibility in generative search, this episode is a roadmap for forward-thinking CMOs who want to lead transformation, not chase it. Tune in to hear how humans and AI can truly collaborate to redefine what’s possible in marketing.

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.

00:00 Intro: Real Talk with Today’s Top Marketing Leaders01:16 From Journalist to CEO: Madhukar’s Career Evolution03:18 Early Days of AI: Multi-Agent Systems in 200305:24 What Are Agents and Why They Matter in Marketing07:27 Inside Robynn: The Multi-Agent Marketing Platform08:53 How Agents Are Reshaping Marketing Teams11:22 The Future of the Marketing Tech Stack13:44 Doing More with Less: Agents and the Efficiency Paradigm14:41 The Cultural Shift: Humans + AI Collaboration16:17 The Human in the Loop: Balancing Automation and Authenticity18:19 What Is GEO? Understanding Generative Experience Optimization20:24 GEO vs. SEO: Better Together23:48 The Most Underrated Trend in Marketing Today25:19 The Human + AI Equation: Augmentation, Not Replacement27:04 The CMO and CEO Reimagined: Back to Hands-On Leadership

Marketing’s impact is often won—or lost—in conversations with the CEO and the board. In this candid episode of CMOs Unscripted, Rico Andrade, General Manager of Commercial at Celigo (and longtime marketing leader), joins host Lisa Martin to unpack how CMOs and marketing execs can align to top-line priorities, communicate value without vanity metrics, and earn the political capital to secure budget, talent, and runway. From discovery-style onboarding with leadership to crisp, repeatable reporting and “a-ha” insights that build credibility, Rico shares the frameworks and tactics that actually move the needle.

Key Takeaways:

• Start with discovery, not assumptions. Treat your first weeks like a sales discovery: meet 1:1 with the CEO and key board members, review historical docs, and map their perceived pains and priorities before proposing plans.

• Separate CEO vs. board communications. The CEO wants the full story (vision + leading indicators + nuance). The board needs a high-level, consistent view tied to pipeline, bookings, CAC/efficiency, and revenue.

• Ditch vanity metrics at the board level. Keep MQL talk to a minimum unless directly connected to revenue. Anchor updates to outcomes and efficiency.

• Own your numbers—deeply. You don’t have to present every chart, but you must understand the data, limitations, and attribution fuzziness—and be ready to defend or clarify under scrutiny.

• Package complex work into 2–3 priorities. Inconsistent dashboards and shifting narratives erode trust. Decide the two or three things that matter and repeat them consistently across forums.

• Use proactive “a-ha” moments to build credibility. Don’t wait for leadership to spot issues. Bring insights (and solutions) first—especially when diagnosing channel dips, segment gaps, or campaign underperformance.

• Communicate often, not noisily. Over-communicate the same clear message in different formats until it becomes part of the company’s fabric.

Whether you’re a CMO, marketing leader, or aspiring exec, this episode offers a masterclass in earning trust at the highest levels and driving alignment, influence, and lasting impact. Watch or listen now and subscribe for biweekly conversations with top industry leaders.

00:00 Intro01:20 Meet Rico Andrade04:36 Understanding CEO & Board Expectations06:11 What CEOs vs Boards Really Care About09:18 Avoiding Vanity Metrics10:46 Know Your Numbers Cold11:28 Simplify Your Story for the Board13:07 Building Trust and Credibility13:52 Be Proactive with “Aha” Insights15:00 Deliver Early Wins That Build Trust17:57 Communicating with CEOs and Boards19:20 Using Data to Tell the Right Story22:34 Influencing for Budget and Resources25:06 Closing Thoughts & Key Takeaways26:11 Closing

In this episode of CMOs Unscripted, host Lisa Martin sits down with Evanna Kearins, CMO International at UiPath, for a candid conversation on the complexities of global marketing. Evanna shares how her team is navigating the nuances of EMEA and APJ markets - from cultural and linguistic differences to regulatory hurdles - while scaling integrated campaigns and embracing AI-powered agility. With deep experience across the marketing mix and a journalistic eye for storytelling, Evanna reveals how strategic alignment, personalization, and automation are reshaping the role of international CMOs.

Key Takeaways:

• Localization at Scale: Evanna breaks down how UiPath tailors global campaigns to local markets, ensuring relevance through translation, tone, and cultural nuance.

• Sales-Marketing Alignment: From CRO to country manager, marketing earns its seat at the table by delivering measurable value and consistent communication.

• AI-Driven Demand Gen: UiPath’s AI agent handles first-touch conversations, integrates with Salesforce, and frees up BDRs to focus on deeper engagement - cutting campaign setup time from months to weeks.

• From MQLs to MQAs: Evanna explains why traditional lead metrics are outdated, and how account-based engagement is driving more meaningful pipeline impact.

• Agile Campaigns in Action: With a flexible framework and budget, UiPath pivots quickly to support emerging trends and field requests - without losing strategic focus.

Whether you're leading global teams or scaling your first international campaign, this episode delivers actionable insights and bold strategies to help you thrive in today’s AI-infused marketing landscape. Watch now on YouTube and subscribe for biweekly conversations with top industry leaders.

00:55 From Journalism to CMO at UiPath01:39 Old Colleagues, New Conversation01:50 EMEA & APJ: What Makes B2B Different03:00 Localization, GDPR & Getting Personal03:55 MEA: Partners + In-Person Wins04:35 Relevance Everywhere: Consumer-Grade Expectations05:15 Global Framework, Local Focus06:20 How Many Campaigns Run at Once?06:55 Global Themes with Local Sub-Campaigns08:10 Always-On “Agentic Automation”09:25 Personalization Down to Targeted Audiences10:15 Agile Campaigns: Pivoting with the Field10:55 Customer Voice Drives the Playbook11:45 Sales Alignment Across Countries12:35 Earning a Seat at the Pipeline Table13:25 Proving Value with Clear KPIs14:55 Set Goals Together—Not in a Vacuum15:35 KPIs That Matter: Pipeline, MQA & More16:45 New Logos + Executive Engagement Metrics18:00 The Death of the MQL18:40 Case Study: AI Agent for BDR First Calls20:00 Salesforce Integration & Faster Handoffs21:15 CMOs’ Big AI Question: “How Do We Go Faster?”22:15 From 3 Months to 4 Weeks: Automating Demand Gen23:05 Toward Days-Not-Months Campaign Launches23:40 Closing Reflections on Speed & Creativity