32: Strategies to link marketing to revenue: Insights from Anaplan CMO Jim Freeze

How might your marketing strategy change if you could prove—with shared baselines and benchmarks—which efforts truly move the needle, and which don't? Anaplan CMO Jim Freeze explains how AI is evolving marketing workflows, elevating creative focus, and tightening the link to measurable outcomes. He details how his team sets explicit productivity goals and uses AI to support content development, enabling marketers to spend more time on strategy, creativity and smarter channel-mix decisions. He also dives into measurement fundamentals with practical advice leaders can act on now: establish transparent targets, align on baselines and industry benchmarks, and report progress regularly. The conversation also emphasizes tighter alignment with sales, stronger finance fluency for marketers, and preparing for the AI-driven search that will reshape content and site strategy.   In this episode, you'll learn:  Jim's tips to demonstrate marketing's value with metrics leaders trust   The importance of baselines, benchmarks and transparent reporting to earn credibility with the C-suite  The potential benefits of cross‑functional accountability and AI integration to pipeline velocity, win rates and team focus    Key highlights:  [00:00] Introduction   [01:40] Our first math major and second lawyer  [04:20] From programming in C to being a CMO  [07:55] The scope of Anaplan  [12:15] How Anaplan is using AI  [15:45] The evolution of the marketer role  [18:45] Demonstrating the value of marketing   [23:25] The importance of transparency  [26:55] Ways to improve your measurement framework  [30:00] An experience that defines you: Leaving law  [32:25] Advice to your younger self: Take more risks    [33:10] A topic marketers need to learn more about: Finance    [34:50] Trends and subcultures to watch: AI search  [35:40] Largest opportunity to marketers today: AI    Resources mentioned:    Anaplan    Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with Jim Freeze and Anaplan:  Jim Freeze on LinkedIn  Anaplan on LinkedIn  Anaplan on YouTube    Connect with Alan Hart and Deloitte Digital:     Alan Hart on X  Alan Hart on LinkedIn   Deloitte Digital on LinkedIn   Deloitte Digital on Instagram   Deloitte Digital on YouTube   Deloitte Digital on Threads      

What if your next marketing idea could become your company's most valuable product?  Armen Najarian, former CMO at Sift, discusses the challenges of marketing in the digital fraud prevention industry, the power of incentives, and how a marketing solution became an impactful product innovation. Armen shares how creative referral programs like "Super Sifters" and a strong focus on third-party reviews have elevated Sift's market position and built lasting customer trust. He also explains how the company's Fraud Industry Benchmarking Resource (FIBR) tool began as a marketing initiative that faced internal pushback over essentially making company data open source. Despite the risks, the idea evolved into a real-time, peer comparison product feature—and ultimately became Sift's top demand generator. Armen's experience highlights the value of bold experimentation and cross-functional, innovative thinking in driving marketing-led growth.    In this episode, you'll learn:  The incentive strategies that move the needle for Sift How a bold marketing idea can turn into a standout product feature The benefits of finding a personal connection to your work   Key highlights:  [00:00] Introduction   [01:05] Escaping to eastern Maine  [03:15] Armen's path to Sift  [05:20] The scope of Sift  [06:20] From brand management to product marketing   [07:55] 10 years in cybersecurity   [10:10] Incentive strategies and bobble heads  [13:45] How marketing can become a product  [15:10] FIBR product demonstration   [18:25] An experience that defines you: Entrepreneurship   [22:40] Advice to your younger self: Don't sweat the small stuff   [24:00] A topic marketers need to learn more about: Experimenting with AI   [25:25] Trends and subcultures to watch: Philosophy     [26:00] Largest opportunity to marketers today: AI    Resources mentioned:    Sift  FIBR  G2    Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with Armen Najarian and Sift:   Armen Najarian on LinkedIn  Sift on LinkedIn  Sift on YouTube    Connect with Alan Hart and Deloitte Digital:     Alan Hart on X  Alan Hart on LinkedIn   Deloitte Digital on LinkedIn   Deloitte Digital on Instagram   Deloitte Digital on YouTube   Deloitte Digital on Threads    

How can marketing leaders balance rapid change, emerging technology and brand purpose to drive lasting growth and loyalty across a portfolio of iconic brands? Anton Vincent, president of Mars Wrigley North America & Global Ice Cream, shares what it looks like to lead with purpose across a suite of powerhouse brands spanning confections, pet care and food. He discusses how Mars balances ambitious growth with a real commitment to responsibility, ensuring that business success and positive societal impact go hand in hand. Anton also underscores the strategic value of developing talent and enabling people to move across different business areas to encourage agility and fresh thinking. He shares why creativity remains essential for brands—especially as technology and analytics redefine what's possible—and highlights the discipline required to uphold quality and brand integrity in a crowded, fast-moving marketplace. Throughout the conversation, Anton stresses that enduring relevance and brand loyalty come from continuous learning and a clear understanding of both consumers and culture.   In this episode, you'll learn:  Why centering business growth with real purpose can create a lasting impact at scale   How ideas supported by data and fueled by originality can capture and hold people's attention in today's crowded market   Ways to build agile teams and nurture authentic brands to stay relevant in a constantly changing world    Key highlights:  [00:00] Introduction  [01:30] Basketball talk  [04:30] Anton's path to Mars  [08:00] The scope of Mars  [10:20] Alan's love to Hubba Bubba  [12:20] Scale versus independence of brands  [14:05] The Mars talent strategy  [15:40] Navigating the evolving marketing ecosystem  [18:20] Marketing that adapts to change  [20:30] Notable recent work  [22:05] An experience that defines you: Top Secret Popcorn recall  [26:00] Advice to your younger self: Slow down  [28:30] A topic marketers need to learn more about: Connecting creativity with technology  [33:45] Largest opportunity or threat to marketers today: Constant learning    Resources mentioned:    Mars Wrigley  SNICKERS NFL Bedtime with Josh Allen    Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with Anton Vincent and Mars Wrigley: Anton Vincent on LinkedIn  Mars on LinkedIn  Mars on Instagram  Mars on YouTube    Connect with Alan Hart and Deloitte Digital:     Alan Hart on X  Alan Hart on LinkedIn   Deloitte Digital on LinkedIn   Deloitte Digital on Instagram   Deloitte Digital on YouTube   Deloitte Digital on Threads    

Lingokids Chief Marketing and Chief Operating officer (CMO and COO) Mikael Journo shares how he skillfully blends data-driven strategies with intuitive decision-making to strike a perfect balance between brand building and performance marketing. Drawing from his extensive career experience, Mikael discusses the challenges of marketing to modern parents and highlights how Lingokids—the leading interactive app for children ages 2–8—addresses their worries.   When a recent study revealed that 75% of millennial parents feel guilty about their child's screen time, Mikael and his team saw an opportunity to lean in and shift the conversation. They did so by producing "The Trial," a film that directly confronts this issue and aims to ease parental guilt. Mikael also shares the thought process around the risks involved in the film and launch campaign, outlines the production process, and discusses the results that exceeded the brands expectations.      In this episode, you'll learn:  The importance of balancing intuition and brand building with data and performance marketing   Challenges and strategies for marketing to modern parents  Why and how Lingokids created a brand film    Key highlights:  [00:00] Introduction    [01:30] The podcast's first shark wrestler   [02:50] Mikael's path to Lingokids   [08:30] The scope of Lingokids   [11:05] Marketing as a growth driver   [13:35] Balancing the dual roles of CMO and COO   [16:25] Marketing to modern-day parents   [18:30] "The Trial" brand film campaign    [25:45] Navigating challenging subject matter    [29:05] A big bet that paid off   [31:10] An experience that defines you  [34:00] Advice to your younger self  [34:50] A topic marketers need to learn more about  [36:15] Trends and subcultures to watch   [39:40] Largest opportunity or threat to marketers today    Resources mentioned:    Screen time guilt survey  "The Trial" (Lingokids brand film)  Piel Studio  Director, Diego Hurtado de Mendoza  Composer, Fernando Velázquez    Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with Mikael Journo and Lingokids:  Mikael Journo on LinkedIn  Lingokids on Instagram  Lingokids (for kids) on YouTube  Lingokids (for grown-ups) on YouTube    Connect with Alan Hart and Deloitte Digital:     Alan Hart on X  Alan Hart on LinkedIn   Deloitte Digital on LinkedIn   Deloitte Digital on Instagram   Deloitte Digital on YouTube   Deloitte Digital on Threads    

Chief marketing officer (CMO) Andy Levey pulls back the curtain on experiential marketing at the Museum of Illusions (MOI) across the world, revealing the clever strategies that keep audiences coming back long after opening day. With more than 20 years of marketing experience across entertainment, hospitality and lifestyle, Andy's unconventional career path is as intriguing as the illusions he now promotes.   By building strong relationships with local groups and businesses, MOI positions itself as an important part of every community it launches in. One benefit of making those connections is they extend MOI's reach to audiences who might otherwise be outside the museum's marketing budget or traditional targets. Andy and his team focus especially on engaging Gen Z by designing video-first and shareable experiences, inspiring user-generated content, and partnering with social media influencers to spark excitement and create a powerful FOMO (fear of missing out) that drives repeat visits, online sharing and lasting brand loyalty.    In this episode, you'll learn:  How using influencers, user-generated content and a video-first strategy can help brands authentically connect with Gen Z and drive meaningful engagement   The importance of building a strong local market presence for earning trust, collaborating more effectively, and standing out as a valued community contributor  How smarter data collection can power more effective marketing decisions and foster influential relationships      Key highlights:  [00:00] Introduction   [01:35] From banking to the circus  [07:45] What is the Museum of Illusions?  [10:55] Strategies to reach Gen Z  [13:25] Andy's approach to experiential marketing  [15:30] "Establishing the base"  [17:45] The data collection strategy   [19:30] Maintaining energy after the opening  [21:05] Brand collaborations   [26:50] An experience that defines you: Living abroad and beginning in a startup  [30:40] Advice to your younger self: Find your voice earlier   [31:45] A topic marketers need to learn more about: AI implementation   [33:20] A topic marketers need to learn more about: Gen Z internet culture   [36:00] Largest opportunity or threat to marketers today: Entertain and deliver     Resources mentioned:    Museum of Illusions  Museum of Illusions locations  PLAY Playground  Two Bit Circus  La Perle by Dragone  Cirque du Soleil Entertainment Group    Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with Andy Levey and Museum of Illusions:  Andy Levey on X  Andy Levey on LinkedIn  Museum of Illusions on LinkedIn  Museum of Illusions on Instagram  Museum of Illusions on YouTube    Connect with Alan Hart and Deloitte Digital:     Alan Hart on X  Alan Hart on LinkedIn   Deloitte Digital on LinkedIn   Deloitte Digital on Instagram   Deloitte Digital on YouTube   Deloitte Digital on Threads      

Ford is using advanced data and analytics to make smarter, more personalized decisions that connect and benefit both its dealers and drivers. Mark Sucrese, head of marketing technology and dealer platforms at Ford Motor Company, shares why he believes effective marketing leadership in the automotive industry depends on combining customer insight, adaptable technology and responsible innovation.  Mark discusses how his team enhances both dealer and customer experiences by leveraging technology to strengthen brand connections throughout the customer life cycle. He explains the need to strategically manage customer data in a B2B2C environment and describes Ford's focus on achieving small, high-impact wins—particularly through hyperpersonalized experiences enabled by advances in AI.   The conversation underscores the importance of balancing the art and science of marketing, embracing experimentation, and integrating decisioning models with robust data and flexible technology. Adopting a thoughtful, measured approach to AI and new technologies is becoming essential for responsible, future-ready marketing leadership.    In this episode, you'll learn:  How Ford uses smart decisioning to transform diverse data into highly personalized customer experiences  Why embracing experimentation and learning quickly from failure can accelerate growth and innovation  Which technology trends Mark believes could reshape the automotive industry's future    Key highlights:  [00:00] Introduction   [00:55] Celebrities: They're just like us  [02:45] Mark's path to Ford  [05:05] The scope of his dual role  [06:10] Managing data in the B2B2C model  [07:20] Personalization and the data needed to power it   [08:55] Leadership lessons  [10:15] Perspectives on decisioning  [12:25] A measured approach to AI integrations  [14:30] The future of technology for the automotive industry  [16:05] An experience that defines you: A hard career truth    [17:10] Advice to your younger self: Embrace a "fast fail" mindset  [18:00] A topic marketers need to learn more about: Take a tech approach     [18:55] Subcultures and trends to follow: Overlanding  [19:50] Largest opportunity and threat to marketers today: AI adoption and resistance     Resources mentioned:    Ford Motor Company  Shah Rukh Khan    Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with Mark Sucrese and Ford Motor Company:  Mark Sucrese on LinkedIn  Ford Motor Company on LinkedIn  Ford Motor Company on Instagram   Ford Motor Company on YouTube    Connect with Alan Hart and Deloitte Digital:     Alan Hart on X  Alan Hart on LinkedIn   Deloitte Digital on LinkedIn   Deloitte Digital on Instagram   Deloitte Digital on YouTube   Deloitte Digital on Threads    

Michael Schanker, chief marketing officer (CMO) at OneTrust, shares ways that marketing leaders can rethink their approaches to governance in an era defined by rapid advances in AI and increasing complexity around data responsibility.  OneTrust is a global software company that provides a platform for data governance, security, privacy and compliance. As it moves into the emerging category of governing AI, Michael draws on his sales experience to explain the importance OneTrust places on deeply understanding the evolving needs and potential risks facing their customers. He candidly describes OneTrust's journey to create a unified narrative across its product suite, emphasizing that AI governance is not just about compliance, but about protecting brand trust and enabling innovation at speed.  Michael encourages marketers to avoid complacency, challenge old habits, and continuously ask themselves if their current approaches fit into a changing world. He also highlights the importance of empathy, continuous learning, and adopting responsible AI practices internally before advising others. For marketing leaders, Michael issues a call to drive change with curiosity, data and a commitment to responsible growth.    In this episode, you'll learn:  Strategies for modern governance that can help you act fast while protecting trust  Why questioning "business as usual" can keep you ahead of the competition  The importance of deeply understanding your customers' evolving needs    Key highlights:  [00:00] Introduction   [01:00] Human Google alerts  [02:25] Micheal's path to OneTrust  [07:30] His first nine months in the role  [08:50] Marketing a new category  [10:10] What is AI governance?   [13:45] AI governance in practice  [15:05] AI at OneTrust  [16:50] The stakes are high  [18:35] "Enabling innovation through the responsible use of data and AI"  [19:55] An experience that defines you: Being the son of an artist and an engineer   [21:30] Advice to your younger self: Take more pictures  [22:40] A topic marketers need to learn more about: Innovative AI use cases    [24:25] Subcultures and trends to follow: Storytelling trends in media   [27:35] Largest opportunity and threat to marketers today: Complacency    Resources mentioned:    OneTrust    Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with Michael Schanker and OneTrust:  Michael Schanker on LinkedIn  OneTrust on LinkedIn  OneTrust on Instagram  OneTrust on YouTube  OneTrust on X    Connect with Alan Hart and Deloitte Digital:     Alan Hart on X  Alan Hart on LinkedIn   Deloitte Digital on LinkedIn   Deloitte Digital on Instagram   Deloitte Digital on YouTube   Deloitte Digital on Threads      

Justin Schwartz, commercial IT leader at Marathon Petroleum, shares how his team is bringing people and technology together to drive meaningful change across the business. He highlights that understanding the needs of different users, from field staff to traders, is key to shaping effective solutions—and emphasizes the importance of starting with the real business problem rather than simply chasing new technology. Justin explains how field experiments with AI agents are helping his team learn in real time and improve performance, all while keeping humans at the center of innovation. He encourages leaders navigating rapid transformation to build an inclusive culture, engage teams early, and manage change with transparency and curiosity. Justin also notes that the pace of technology is only increasing, and that actively absorbing information and quickly adopting new ways of working is essential for long-term success.    In this episode, you'll learn:  Why engaging your people first, pinpointing real business challenges and designing solutions with clear value are crucial for leading successful transformation  Ways to accelerate progress by making experimentation a habit, learning alongside your teams and quickly applying new insights  Strategies to build a resilient team that is equipped to handle rapid transformation together    Key highlights:  [00:00] Introduction   [01:00] Zone defense: Four kids under 12   [02:00] Justin's path to Marathon   [02:40] The scope of Marathon   [03:30] Transformation throughout Justin's career   [04:50] Doing "transformation" right   [06:00] Justin's favorite transformation   [07:50] Fostering culture during transformation   [10:10] Experimenting with AI agents   [11:40] Staying human-centric  [13:20] An experience that defines you: Learning from challenges  [15:20] Advice to your younger self: Focus on listening  [16:20] A topic marketers need to learn more about: Deeper understandings   [17:10] Subcultures and trends to follow: Human elements of digital transformation   [18:20] Largest opportunity and threat to marketers today: The rate of change    Resources mentioned:    Marathon Petroleum Corporation   Dreamforce    Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with Justin Schwartz and Marathon Petroleum Corporation:  Justin Schwartz on LinkedIn  Marathon Petroleum Corporation in LinkedIn  Marathon Petroleum Corporation on Instagram  Marathon Petroleum Corporation on YouTube    Connect with Alan Hart and Deloitte Digital:     Alan Hart on X  Alan Hart on LinkedIn   Deloitte Digital on LinkedIn   Deloitte Digital on Instagram   Deloitte Digital on YouTube   Deloitte Digital on Threads    

Oliver Steil, chief executive officer (CEO) at TeamViewer, shares how his team is reshaping the digital workforce across industries by enabling remote access, facilitating proactive issue remediation, and increasing productivity through automation for both frontline and technical workers. He details the importance of making information easily accessible to specialists wherever they are, explains how AI-powered automation can proactively address issues before they impact users, and highlights the value of strong business collaborations to achieve seamless workflows. Oliver encourages marketing leaders to embrace new technology to drive productivity, speaks about the potential risk of falling behind in a faster-paced, competitive environment, and advocates the importance of staying network-focused and open to change.    Key highlights:  [00:00] Introduction   [01:00] Dreamforce  [02:00] Olivers path to TeamViewer  [03:25] The scope of TeamViewer  [05:35] Alan's manufacturing experience   [07:45] Bringing the digital experience to the floor   [09:55] How AI is changing work   [12:20] Proactive issue remediation  [15:55] Remote work   [17:20] Collaboration opportunities   [19:30] Collaborations at scale  [21:15] Understanding your role  [22:30] An experience that defines you: Shifting from engineering to consulting   [25:05] Advice to your younger self: Network even more   [25:40] A topic marketers need to learn more about: Seeing opportunity in disruption   [26:50] Subcultures and trends to follow: International politics  [28:45] Largest opportunity and threat to marketers today: Increased productivity    Resources mentioned:    TeamViewer  Dreamforce    Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with Oliver Steil and TeamViewer:  Oliver Steil on LinkedIn  TeamViewer on LinkedIn  TeamViewer on Instagram  TeamViewer on YouTube  TeamViewer on Threads    Connect with Alan Hart and Deloitte Digital:     Alan Hart on X  Alan Hart on LinkedIn   Deloitte Digital on LinkedIn   Deloitte Digital on Instagram   Deloitte Digital on YouTube   Deloitte Digital on Threads      

Dion Smith, senior vice president (SVP) of worldwide (WW) partner ecosystem at Siemens reveals how the 175-year-old and highly diverse organization, is transforming complexity into clarity by breaking away from historical silos with its "one tech mission." This strategic shift aims to unify their data, enabling Siemens to solve larger challenges and deliver better client results. He also highlights the strategic importance of collaboration and the use of marketing development funds (MDFs) and dual registration to foster alignment and measurable success for all sides.    Dion offers clear advice to leaders navigating their transformations: prioritize the customer journey and let data guide every major decision. Through a candid account of how his dyslexia became a professional superpower, Dion urges others to see value in different perspectives, to fail fast, stay focused on the future, and embrace how AI is freeing people from repetitive tasks to tackle higher-value strategic work. From his perspective, using AI for smarter personalization and predictive insight must always be balanced with respect for consumer trust, ensuring outreach feels supportive rather than intrusive.    In this episode, you'll learn:  How finding commonalities in complex data leads to clarity and unified strategies  Ways to connect marketing investments to measurable outcomes that drive more effective collaboration campaigns  Strategies to balance AI-driven personalization with consumer trust for ethical, impactful engagement    Key highlights:  [00:00] Introduction   [01:15] A near-death experience   [03:30] Dion's path to Siemens  [05:10] His role and the scope of the company   [06:45] The "one tech mission"  [08:00] Managing a large amount of complexity  [10:15] Lessons learned through transformation   [12:55] The role of MDFs and dual registration  [16:20] Advice for leaders driving transformation  [17:55] An experience that defines you: Embracing dyslexia   [22:30] Advice to your younger self: Delay reactions until you have the data  [24:00] A topic marketers need to learn more about: Finding clarity in complexity  [28:55] Subcultures and trends to follow: Agentic AI  [31:30] Largest opportunity and threat to marketers today: Consumer trust around AI practices    Resources mentioned:    Jeff Bezos "Why It's Always Day One" video  INSEAD Business School  Dreamforce  Hewlett-Packard (HP) Garage Origin Story    Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with Dion Smith and Siemens  Dion Smith on LinkedIn  Siemens on LinkedIn  Siemens on Instagram  Siemens on YouTube    Connect with Alan Hart and Deloitte Digital:     Alan Hart on X  Alan Hart on LinkedIn   Deloitte Digital on LinkedIn   Deloitte Digital on Instagram   Deloitte Digital on YouTube   Deloitte Digital on Threads