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<a href="https://bettercmos.com/bobsherwin-transcript">Full transcript</a>

—

Media consumption habits are changing rapidly, which means marketers have to thread the needle between "chasing the shiny new object" and embracing emerging platforms strategically. For Bob Sherwin, the chief marketing & commercial officer of Zoe, the solution is to frame new media initiatives as a test.

"The test is that you're going to either win and find something new, or you're going to learn," Bob says. "As long as you set it up as a test and you're going to learn something, it's a win no matter what. Because we're going to either be way smarter about something, or we're going to find a new breakthrough."

Today on Building Better CMOs, he and MMA Global CEO Greg Stuart discuss the role of CMOs in shaping customer experience; aligning marketing efforts with business outcomes; and the need for clear communication with the C-suite to maximize marketing's impact. They also talk about Zoe's personalized approach to nutrition and the challenges of marketing measurement and attribution.

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Links:
<ul>
 <li><a href="https://www.linkedin.com/in/bob-sherwin/">Bob's LinkedIn</a></li>
 <li><a href="https://www.linkedin.com/in/gregstuart/">Greg's LinkedIn</a></li>
</ul>

This episode was produced and edited by Eric Johnson from <a href="https://lightningpod.fm/">LightningPod.fm</a>.

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