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  • How In-House Agencies Can Use Language and Process to Show Their Value Within the Industry

     Event Recaps   June 23, 2026  

    In-house agencies control an estimated $60 billion in annual spend, yet their reputations may not reflect that scale. Gully Flowers of Also Known As argues that adopting stronger language and operational systems could close the gap between what in-house teams produce and the credit they receive.

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  • Shifting Procurement's View of Marketing From 'Cost Center' to 'Business Investment'

     Event Recaps   June 16, 2026  

    Google's David Kaul challenges procurement and finance leaders to stop treating marketing as a cost center and start measuring it as a growth engine. His framework — spanning AI maturity, time horizon, and capital allocation — could reshape how organizations evaluate marketing's return.

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  • From Operations to Strategy: Elevating Marketing Ops as a C-Suite Partner

     Webinar Rewinds   May 21, 2026  

    In this webinar, Jennifer Greenwood, vice president of marketing operations at HUB International, shared how she transformed marketing operations into a strategic partner to the CMO and senior leadership.

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  • Inside the CEO–CMO Confidence Problem

     Leading Edge   April 29, 2026  

    Boathouse's Fifth Annual CEO Study finds marketing alignment rising while trust and confidence in growth impact stall. The research highlights a widening gap between CEO expectations, CMO perception, and how AI and data are actually used across the enterprise.

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  • The CMO’s New Responsibility

     Leading Edge   April 24, 2026  

    As CMOs gain greater financial influence and operate as data‑driven growth leaders, they have a pivotal opportunity — and responsibility — to advance more women into power roles. By owning revenue, partnering with finance, increasing visibility, and actively sponsoring women, CMOs can help reshape leadership pipelines and drive long‑term equity across organizations.

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  • ANA CMO MarTech Mastery Series: Elevating Customer Data Quality and Governance

     Knowledge Partners   April 2, 2026  

    Customer data is the foundation of every modern marketing technology capability, from personalization and measurement to AI-driven decision-making. This MarTech Mastery Workshop focused on how CMOs and marketing technology leaders can strengthen their data foundation to unlock greater performance, efficiency, and trust across the enterprise.

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  • ANA CMO MarTech Mastery Series: Securing C-Suite Alignment

     Knowledge Partners   March 17, 2026  

    Marketing technology only delivers value when it has the full confidence and commitment of the C-suite. In this MarTech Mastery Workshop, learn how to reposition the MarTech stack as business-critical infrastructure, not a marketing expense.

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  • Is Unified Measurement the Cure-All for CMO-CFO Alignment?

     Partner Content   February 12, 2026  

    The CMO-CFO partnership is essential for proving marketing's strategic role. Fragmentation is the obstacle that holds back growth and erodes trust. Companies that adopt unified measurement systems will not only restore credibility but establish marketing as a profit center.

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  • Five Moves to Make Marketing Ops Your Competitive Engine

     POVs   February 9, 2026  

    Pulling takeaways from the ANA’s report, “Unlocking the Strategic Value of Marketing Operations,” this POV will teach you how to transform your marketing ops team from a tactical outfit into a group of architects who turn chaos into clarity and leverage tactical excellence to fuel tangible business impact.

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  • What Are the Attributes of a Confident Marketer?

     B2B   January 21, 2026  

    A "confident marketer" doesn't refer to a personality trait, but rather someone who is "extremely" or "very confident" in their ability to measure marketing's impact on financial performance, according to a recent ANA report. But there is a significant gap, with just 39 percent of the marketers surveyed falling into the category.

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  • Why Are Brands Repeating Past Programmatic Mistakes with AI | On Scope

     Podcast Clips   December 14, 2025  

    Caitlin Blewett, CMO at Genpact, shares her thoughts on why many marketing leaders, who witnessed firsthand the perils of jumping too far too fast during the programmatic boom, are now doing the same exact thing with AI implementation.

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  • How to Convince Leadership to Pump the Brakes on AI Adoption | On Scope

     Podcast Clips   December 14, 2025  

    On the On Scope podcast, Caitlin Blewett, CMO at Genpact, gives some tips for how marketers might convince leaders of the need to slow down a bit with AI adoption and implementation, pulling from her own experiences working in an environment that prioritizes speed to market.

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  • 10 Hard Truths Every CMO Must Confront to Lead Fearlessly

     Knowledge Partners   December 2, 2025  

    Agency Mania discusses hard truths every CMO must confront to lead fearlessly and turn partnership into performance.

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  • The New CFO Mandate for Marketers

     Partner Content   November 4, 2025  

    Agencies can't control inflation, interest rates, or client budget cuts. But they can control how well they manage spending and the cash available to invest in the business. Agencies that continue to rely on manual accounts payable processes will struggle with visibility, inefficiency, and profitability.

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  • The Future of Synthetic Research Is Bright | On Scope

     Podcast Clips   November 4, 2025  

    From crosswalking to predictive personas, Morning Consult’s Michael Ramlet is intrigued by the future of synthetic research, even going as far as to say it will finally gain marketers some respect from the C-suite.

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  • CMOs Must Lead Marketing System Transformation in the Age of AI

     Event Soundbites   October 24, 2025  

    In the age of AI, CMOs need to step up to become the lead architects of marketing system transformation.

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  • Speaking the CFO’s Language to Communicate Brand Value

     Conference Session Videos   October 5, 2025  

    In this video, Alfred DuPuy, valuation and strategy director at Brand Finance, and Laurence Newell, managing director at Brand Finance Americas, discussed how to bridge the gap between marketing and finance, giving brand leaders the tools to communicate the value of brand in terms CFOs understand.

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  • What If CFOs Were Treated Like CMOs?

    Leading Edge   October 2, 2025  

    Erin McCallion, CMO at Perion, discusses the CFO role.

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  • Is the Identity Stack Broken?

     Leading Edge   September 30, 2025  

    Ben Cicchetti, SVP of Marketing & Communications at InfoSum, discusses the identity stack and how to move forward.

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  • Challenger Marketing Is a Behavior, Not a Budget | On Scope

     Podcast Clips   September 29, 2025  

    Soyoung Kang, president of eos, explains why challenger marketing is a behavior, not a budget, and it’s a mindset she intends to keep despite the brand’s new spot atop the market.

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