Marketing can be a polarising resource among the C-suite and with budgets dwindling, it appears that more often than not, CEOs are convinced the practice is a cost centre rather than an investment opportunity.

On this episode of the Performance Marketing Unlocked podcast, Kathryn Rathje, Partner at McKinsey (17:18), reveals that the general quality of CMO and CEO relationships is worsening, according to research from McKinsey. While CMOs are somewhat to blame, it isn't all their fault and Kathryn dives into the factors exacerbating this issue. Fortunately however, she also reveals a roadmap for how CMOs can win over CEOs are begin to earn the C-suite's trust, even in trying times.

Also on this episode, PMW's Editor Robin Langford (1:51) joins host Joe to recap Cannes Lions 2025, detailings the week's highs and lows.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Episode breakdown ~

Recapping Cannes Lions 2025 (1:51)

Why don't CEOs trust CMOs? (17:18)

How can CMOs future-proof themselves? (32:52)

PMW's Resell Me a Pen Challenge (38:37)

~ Further reading ~

A tough economy means it’s time to rationalise the marketing suite

Marketers might be over last click attribution – but what if your CFO isn’t?

The real growth strategy for CMOs: Connecting brand and performance marketing

ROI Romance: why it’s time for CMOs and CFOs to rekindle their relationship

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