This week, former Forrester Research Director Jeff Clark is back in the studio and joins our host Ian Truscott to discuss a research project from the B2B CMO Project called The New Rules of B2B Marketing in 2026 - How the Best B2B CMOs Are Rewriting the Role.
The B2B CMO Project, is a research and community initiative founded by Jon Miller (best known as the co-founder of Marketo) and Sydney Sloan (former CMO of Salesloft and G2) and the report is based on interviews with more than 50 B2B CMOs at companies including Zoom, Salesforce, Nutanix, Snowflake, PagerDuty, and Sprout Social.
Jeff and Ian give it their 5 f’in’ things treatment, pulling their favorite points from the research, including:
The credibility gap for marketing leaders
AI as a new capability beyond GEO
Prove marketing’s value in the language of the board
Invest in brand as a strategic asset
Building a marketing team for the next decade.
Then, Ian moves to our virtual bar, The Rose and Rockstar, and joins Robert Rose, Chief Trouble Maker at Seventh Bear. They share their horror at an AdAge article that newsjacked Dolly Parton's passing with a very poor piece about what we marketers can learn from her.
So Ian asks: if this is bad newsjacking, what is good newsjacking, and is it still an effective tool for content creators and marketers?
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