This week, our host Ian Truscott and Jeff Clark , our resident strategy advisor and former Forrester Research Director, are joined by five-time CMO and marketing mentor Grant Johnson , to discuss his Marketing Performance Index. It’s Grant’s fourth time on the show, the last time being episode 144 . He is a serial CMO who has held the top marketing job in several B2B companies, including Bill Trust, Enburse, Kofax, Pegasystems, SDL, and Cylance. You can learn more about Grant’s career from when ...
Jun 29, 2024•43 min•Season 1Ep. 224
This week, our host, Ian Truscott , revisits the first time Jeff Clark , our resident strategy advisor and former Forrester Research Director, appeared on the show in episode 40 , back in December 2020. They run through the five points Jeff made in that discussion, and asks him if things have changed in the intervening years. Plus, Ian asks if Jeff still wants to chuck constant re-branding into the Swimming Pool , our portal to hell for all the snake oil, bullshit and overhyped trends that plagu...
Jun 22, 2024•56 min•Season 1Ep. 223
This week, Jeff Clark , our resident strategy advisor and former Forrester Research Director and our host Ian Truscott continue discussing marketing metrics, sharing 5 steps (plus a bonus step) for overcoming the five challenges for marketing metrics that they discussed last week . Ian then joins Robert Rose , Chief Troublemaker at The Content Advisory , in the Rockstar CMO virtual bar, where he shares a splendid cocktail recipe and some timely advice on marketing during Pride Month. Enjoy! — Th...
Jun 15, 2024•48 min•Season 1Ep. 222
This week, following a chat with their old boss, Jeff Clark , our resident strategy advisor and former Forrester Research Director and our host Ian Truscott share five challenges with the current state of marketing measurement and metrics. And then, in our virtual bar, Robert Rose , Chief Troublemaker at The Content Advisory , shares with Ian a fantastic cocktail recipe and a thought about attention. Enjoy! — The people: // Ian Truscott on LinkedIn and Threads // Robert Rose on LinkedIn and Thre...
Jun 08, 2024•55 min•Season 1Ep. 221
This week, we try something different as the voice of ChatGPT joins the show as we ask it, “What questions should I ask a panel of marketing experts about product adoption in B2B?”. Jeff Clark , our resident strategy advisor and former Forrester Research Director, and our host Ian Truscott attempt to answer the five questions it asks. Ian then retires to our virtual bar with Robert Rose , Chief Troublemaker at The Content Advisory , who, over a very interesting cocktail this week, searches for a...
Jun 01, 2024•58 min•Season 1Ep. 220
This week, Jeff Clark , our resident strategy advisor and former Forrester Research Director, shares with our host Ian Truscott his top four considerations when launching a new product or an existing product into a new market, and Ian adds a final point about when to involve marketing. Ian then retires to our virtual bar, with Robert Rose , Chief Troublemaker at The Content Advisory , who ponders the current state of social media, specifically the death of the follower. Enjoy! — The people: // I...
May 25, 2024•55 min•Season 1Ep. 219
This week Jeff Clark , our resident strategy advisor and former Forrester Research Director shares with our host Ian Truscott his 5 steps for orchestrating large-scale B2B marketing campaigns, from leadership, people, and business goals to budget. After his scheduling challenges of last week, Robert Rose is back in the bar with a topical thought on Apple’s recent advertising and the fuss it created. With advice to be bold, swing, and occasionally you might miss. Enjoy! — The people: // Ian Trusc...
May 18, 2024•54 min•Season 1Ep. 218
This week Jeff Clark , our resident strategy advisor and former Forrester Research Director is back from his travels and joins our host Ian Truscott in the marketing studio. They discuss a topic Ian touched on a couple of episodes ago, Forrester’s concept of Frontline Marketing . Is it a one hit wonder? Although Ian got one co-host back, he lost another as, at the last minute, his usual companion in the Rockstar CMO virtual bar, Robert Rose, Chief Troublemaker at The Content Advisory, couldn't m...
May 11, 2024•35 min•Season 1Ep. 217
Another Ian solo in the studio who shares 5 thoughts, and Robert is in the virtual bar with a great cocktail and a thought about walled gardens. It’s last week without Jeff, so our host, CMO but “not a rockstar” Ian Truscott is again in the studio on his own, sharing 5 f’in’ marketing thoughts for the week: #1 - Not the regular competitors #2 - Rented Land #3 - Cold emails #4 - The Diversity Bonus #5 - If you can help me grow, I can help you grow Ian then joins Robert Rose , Chief Troublemaker a...
May 04, 2024•40 min•Season 1Ep. 216
This week as regular collaborator Jeff Clark continues on his break travelling, our host, CMO but “not a rockstar” Ian Truscott is again in the studio on his own, sharing 5 f’in’ marketing thoughts for the week: #1 - Right fit marketers #2 - Is the Forrester term “Frontline marketers” complete bollocks? #3 - The Buying Tribe #4 - Distinct and Differentiation #5 - Your content, like turn signals, is for other people Ian then joins Robert Rose , Chief Troublemaker at The Content Advisory , for a b...
Apr 27, 2024•47 min•Season 1Ep. 215
This week as regular collaborator Jeff Clark continues on his break travelling, our host, CMO but not a rockstar Ian Truscott is in the studio on his own, sharing 5 f’in’ marketing thoughts for the week - which are: #1 - Doing a podcast monologue #2 - People asking to pick your brains #3 - Why aren’t people filling in your form? #4 - Ask why you are doing something #5 - Trust and personas Ian then joins Robert Rose , Chief Troublemaker at The Content Advisory , who shares a great cocktail and ad...
Apr 20, 2024•43 min•Season 1Ep. 214
This week Jeff Clark starts a month-long break from the show, and so our “not a rockstar” host Ian Truscott , catches up with regular guest, Chief Problem Solver and Lead Analyst, from the Content Advisory Cathy McKnight , for her 10th appearance on the show. Ian and Cathy chat about the importance of content operations in the face of all the immediate demands on marketing, some takeaways from a recent webinar she hosted with Liana Cardenes Cave, Hilton’s Senior Director, Content Orchestration a...
Apr 13, 2024•54 min•Season 1Ep. 213
This week in the marketing studio, Jeff Clark , our resident strategy advisor, and our host Ian Truscott chat about some recent articles on and research into the apparent death of the CMO and, if the CMO is not dying, then the much-discussed shorter tenure of marketing leaders compared to their peers. Ian then winds down the week with Robert Rose , Chief Troublemaker at The Content Advisory , in the Rockstar CMO virtual bar, who, over a fabulous cocktail, shares a thought about content operation...
Apr 06, 2024•51 min•Season 1Ep. 212
This week in the Rockstar CMO Marketing studio, Jeff Clark , our resident strategy advisor and our host Ian Truscott chat about analysts and influencers in B2B. They discuss whether the old Forrester and Gartner models are still relevant, how to work with analysts, and the rise of the influence of smaller firms and influential individuals, publications, blogs, and podcasts (like ours!). Ian then winds down the week with Robert Rose , Chief Troublemaker at The Content Advisory , in the Rockstar C...
Mar 30, 2024•54 min•Season 1Ep. 211
This week Jeff Clark , our resident strategy advisor invites our host Ian Truscott in the Rockstar CMO Marketing studio for a chat about applying our 5 F’in’ Fundamentals to the process of publishing a business book. In a change to our usual format, Jeff turns the tables and interviews Ian, who shares a bit of what he’s learned from a book proposal writing course and subsequent writers boot camp facilitated by Alison Jones , his journey so far in writing a marketing book, his motivation, what he...
Mar 23, 2024•50 min•Season 1Ep. 210
This week's episode, hosted by 3xCMO and not a rockstar, Ian Truscott , in the Rockstar CMO Marketing Studio, Jeff Clark , former Forrester Research Director, shares 5 hard knocks he’s learned from his experiences of seeing marketing technology implementations gone bad. Ian then winds down the week with Robert Rose , Chief Troublemaker at The Content Advisory , in the Rockstar CMO virtual bar, who, over a classic cocktail, discusses doing more with less and whether this is a myth with AI. Enjoy!...
Mar 16, 2024•50 min•Season 1Ep. 209
In this week’s visit to the Marketing Studio with Jeff Clark , former Forrester Research Director, he shares his five steps for assessing your marketing operational capabilities, a process he has shared in our Street Knowledge blog . Ian then winds down the week with Robert Rose , Chief Troublemaker at The Content Advisory , in the Rockstar CMO virtual bar, who, over a classic cocktail, discusses classic content, evergreen content and whether AI has a place in helping us create that. Enjoy! — Th...
Mar 09, 2024•50 min•Season 1Ep. 208
In this week’s episode, the topic for the Marketing Studio with Jeff Clark , former Forrester Research Director is the concept of the Demand Unit Waterfall created by his old chums at Forrester. Our host Ian Truscott asks if this is still relevant and Jeff shares six things for B2B marketers to consider from this model. Ian then winds down the week with Robert Rose , Chief Troublemaker at The Content Advisory , in the Rockstar CMO virtual bar who over a cocktail gets Ian sued by Columbia records...
Mar 02, 2024•53 min•Season 1Ep. 207
In this week’s episode, our host Ian Truscott picks the brains of our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester Jeff Clark to learn more about Revenue Operations, how it’s different from Marketing Operations and how it impacts the marketing function and marketing leaders. Ian then winds down the week with Robert Rose , Chief Troublemaker at The Content Advisory , in the Rockstar CMO virtual bar who over a cocktail shares a thought about the...
Feb 24, 2024•52 min•Season 1Ep. 206
In this week’s episode, Ian Truscott and our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester Jeff Clark discuss some data about the “B2B Marketing Lag” published by Dreamdata. The stats that Dreamdata shared that caught our eye: // Only 37% of revenue is impacted within a quarter. // It takes 6 months for 50% of revenue to be impacted. // 25% of the revenue impacted by marketing touches will not be generated within a year // B2B customer journeys...
Feb 17, 2024•50 min•Season 1Ep. 205
In this week’s episode, Ian Truscott grabs a free consulting session with our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester Jeff Clark , to discuss educational content marketing. Inspired by an interview on the Pro Serv podcast by Collective 54, Jeff shares the experience of Andrea Fryrear at Agile Sherpas and what she described as “content-driven inbound marketing” and where educational content sits in this model. Jeff and Ian then apply the 5...
Feb 10, 2024•59 min•Season 1Ep. 204
In this week’s episode, in the Marketing Studio Jeff Clark , our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester and our host Ian Truscott discuss Metia Group’s B2B Marketing Trends Report . They pick their favorites from the 8 trends in the report that CMO’s should consider in 2024. They discuss behaviorial science and AI, sustainability, influencer marketing, and partner marketing and influencers. Ian then winds down the week with Robert Rose, ...
Feb 03, 2024•48 min•Season 1Ep. 203
In this week’s episode, in the Marketing Studio Jeff Clark , our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester and our host Ian Truscott , discuss the ungated 2023 B2B Buyer Experience Report from 6Sense , guided by former guest Kerry Cunningham . The report is based on a survey of 900 B2B buyers, revealing some great insight into the B2B buying process, how late in the buying process buyers are before they contact suppliers, how they’ve define...
Jan 27, 2024•56 min•Season 1Ep. 202
In this week’s episode, in the Marketing Studio, Jeff Clark , our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester and our host Ian Truscott discuss the Official Rockstar CMO Rider , inspired by Van Halen and brown M&M’s, it's a list those things that a marketing leader should look for in their new gig, they discuss: #1 The CMO has a seat at the top table #2 Great people #3 Marketing is a core part of the business #4 You are free to play your ...
Jan 20, 2024•50 min•Season 1Ep. 201
In this week’s episode, in the Marketing Studio Jeff Clark , our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester and our host Ian Truscott dip into a classic management book and discuss how the 5 Dysfunctions of a Team by Patrick Lencioni can be applied to marketing teams and the 5 marketing fundamentals they discussed last week Then, Ian winds down the week and joins Robert Rose, Chief Trouble Maker at The Content Advisory , in the Rockstar CMO ...
Jan 13, 2024•46 min•Season 1Ep. 200
In this week’s episode, the Marketing Studio Jeff Clark , our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester, and our host Ian Truscott kick off the year with a discussion about their 5 F'in' Marketing Fundamentals. Ian then joins Robert Rose , Chief Trouble Maker at The Content Advisory , in the Rockstar CMO virtual bar, and over a splendid cocktail suggestion, Robert shares his word for 2024. Enjoy! — The people: // Ian Truscott on LinkedIn an...
Jan 06, 2024•50 min•Season 1Ep. 199
This week, our host, Ian Truscott, celebrates the year with a compilation of clips from some of the 35 guests he’s gone backstage this year with some choice takes on the topics they’ve covered. Including podcasting, influencer marketing, technology, focus, storytelling, motivation, working with startups and some suggestions for our portal to marketing hell, our Rockstar CMO Swimming Pool. And what better way to end 2023 than with Robert Rose the Chief Trouble Maker at The Content Advisory , in t...
Dec 31, 2023•59 min•Season 1Ep. 198
As predictable as the supermarket holiday music starting too soon; its prediction season, and rather than come up with our own, in the Marketing Studio Jeff Clark , our resident Rockstar CMO strategic advisor and former Research Director at Forrester, and our host Ian Truscott have spun the dial on the interwebs and share their favorite predictions they’ve read over the last couple of weeks. Ian then joins Robert Rose , Chief Trouble Maker at The Content Advisory , in the Rockstar CMO virtual ba...
Dec 23, 2023•50 min•Season 1Ep. 197
In this week’s episode, the Marketing Studio Jeff Clark , our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester, and our host 3xCMO Ian Truscott discuss 5 questions that you should ask of your social media strategy based on some research from NPR. Ian then joins Robert Rose , Chief Trouble Maker at The Content Advisory , in the Rockstar CMO virtual bar, and he shares a splendid cocktail for the holidays and shares his thoughts on customer relations...
Dec 16, 2023•50 min•Season 1Ep. 196
In this week’s episode, in the Marketing Studio Jeff Clark , our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester, and our host Ian Truscott give B2B thought leadership the One-Hit Wonder, Stevie Wonder and Wonderwall treatment. Ian then joins Robert Rose , Chief Trouble Maker at The Content Advisory , in the Rockstar CMO virtual bar and shares a cocktail to end the week and Robert wonders if it is time to stop doing something to spend time thinki...
Dec 09, 2023•47 min•Season 1Ep. 195
