The Heinz Mid-Year Review and Marketing Jobs for Humans Marketing Episode
This week, former Forrester Research Director Jeff Clark is in the studio with our host Ian Truscott, to discuss a mid-year review from Matt Heinz called The State of the B2B CMO (almost) Halfway Through 2026.
They share 5 f’in’ things they take from his research are:
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Financial literacy is a required skill
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The role of the CMO is changing
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Where the buyer is versus where we pretend they are
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The organizational impact of AI
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Tensions defining 2026
Ian then joins Robert Rose in our virtual bar, The Rose and Rockstar, for one of his fabulous cocktails and a chat about a marketing topic.
This week, Ian and Robert discuss a recent issue of his Lens Newsletter.
In his newsletter, he said:
For two years, we’ve been trapped in the dumbest debate in the business: will AI replace marketers, or augment them into X-Men? Panel after panel. Carousel after carousel. The whole industry is squinting at a coin flip. And it was the wrong question the entire time - wrong enough that answering it cost us two years and a fortune in tokens.
The right question is one marketing has been dodging for 26 years: what work actually deserves a human’s time?
So, over a birthday cocktail, Ian asks - what work deserves human time?
Enjoy!
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The Links
The people:
Mentioned this week:
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Robert’s Lens newsletter issue: You Had To Be a Big Shot Didn't You!
Rockstar CMO:
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The Beat Newsletter that we send every Monday
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Previous episodes and all the show notes: Rockstar CMO FM.
Track List:
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We’ll be right back by Stienski & Mass Media on YouTube
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Piano Music is by Johnny Easton, shared under a Creative Commons license
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Duran Duran - Ordinary World (Official Music Video) on YouTube
You can listen to this on all major podcast platforms, including Apple Podcasts, Amazon Podcasts, and Spotify.
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