Why brand matters and how CMOs are playing out of position

Episode web page: https://bit.ly/3K2NcZn ----------------------- Episode summary: In this episode of Insights Unlocked, Joe Chernov, a seasoned B2B marketing leader and Executive in Residence at Battery Ventures, joins host Johann Wrede to unpack the modern CMO’s biggest trap—playing out of position. Joe shares the pivotal career moment that pulled him from traditional PR into the world of content marketing, and explores how today’s marketing leaders can navigate the pressure to chase pipeline at the expense of long-term brand impact. From understanding your company's true expectations to balancing creativity with accountability, Joe offers hard-earned wisdom on what it really takes to succeed—and stay—in the CMO seat. He also dives into the role AI can play in strengthening personas, removing bias, and ultimately helping marketers become better strategic partners. If you’re a marketing leader feeling the pressure to prove value through short-term metrics, this episode will help you rethink your role, and how to future-proof your impact. Memorable quote: “I did my best work when I wasn’t afraid of getting fired.” – Joe Chernov What you'll learn in this episode: “Underpaid CROs”: Why many CMOs unknowingly mimic CROs, and how it’s limiting their influence Pipeline vs. brand: The need to balance immediate performance metrics with long-term brand stewardship Maslow’s hierarchy for marketers: Why predictable pipeline must come first—but can't be the end game AI’s new role in marketing: How artificial intelligence can reshape persona development and uncover hidden customer insights The spirit of your role: Why aligning with the reason you were hired—not just your KPIs—matters for lasting impact The power of brand moments: A surprising sneaker story that connects influencer gifting to big revenue wins Resources & Links: Joe Chernov on LinkedIn (https://www.linkedin.com/in/jchernov/) Johann Wrede on LinkedIn (https://www.linkedin.com/in/johannwrede/) Battery Ventures (https://www.battery.com/) Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast

Om Podcasten

What does it take to create experiences customers love, craft campaigns that captivate, and drive measurable results? Insights Unlocked features candid conversations with the builders, creators, and innovators driving some of the world’s most impactful digital transformations. Tailored for marketing, product, UX and CX leaders, each episode delivers actionable insights to help you create customer-first strategies and stay ahead in today’s competitive landscape. Each episode is about 30 minutes long. From optimizing product launches to leveraging AI for smarter workflows, Insights Unlocked is your go-to resource for designing experiences that resonate, drive loyalty, and achieve business results. Guests include influential leaders like Brian Solis, April Dunford, Kate Towsey, Jacob Nielsen, Teresa Torres, and Judd Antin among others, offering their expertise in CX, UX, and innovation. The podcast also highlights strategies and success stories from leading brands such as Verizon, Signet Jewelers, Figma, Microsoft, Tesco Bank, and more. UserTesting leaders and industry experts join as guest hosts, alongside show producer Nathan Isaacs, award-winning journalist and Senior Manager of Content Production at UserTesting. Brought to you by UserTesting, the leader in human insights and proactive customer experience strategies, Insights Unlocked empowers CMOs and marketing teams to craft experiences that drive growth, loyalty, and impact. Listen and subscribe wherever you get your podcasts. Show notes, curated clips and more at usertesting.com/podcast.