If you’ve ever wondered what it really takes to lead marketing at the highest level – or how today’s CMOs are navigating a world of AI hype cycles, brand-vs-demand debates, and relentless change, keep reading. The American Marketing Association’s Triangle* (NC) Chapter held its annual CMO Panel Event last week, and it was a masterclass in candor and strategy.
I was lucky enough to attend this year’s event at SAS Institute, and I’m excited to share the best insights, leadership lessons, and yes, the book recommendations that had everyone in the room jotting down titles for their summer reading lists.
Meet the Panel
The panel featured an impressive lineup across multiple industries:
- Jennifer Chase, CMO, SAS (Moderator)
- Cheryl Tuning, CMO, Easter Seals UCP North Carolina & Virginia
- Katy Jones, CEO, Trustwell
- Julie Bryce, Chief Commercial Officer, TileDB
- Megan Black, VP of Marketing & Ecommerce, Mary Square
Each panelist kicked things off by sharing the book that’s shaped their leadership journey. From Smart Brevity to Dare to Lead (Brené Brown was a crowd favorite), to Chasing Failure by Ryan Leak and The Power of Grit and Grace, the message was clear: great marketers are lifelong learners, and the best leaders read widely, fiction and non-fiction alike.
Why Marketing Belongs in the C-Suite
The consensus? Marketing is no longer the “make it pretty” department. And, thank goodness for that.
Cheryl summed it up: “We are the glue that keeps it all together—messaging, branding, crisis management. Sometimes, it’s even more important what you don’t say.” Megan added, “Marketers are the voice of the customer in the room. We bring the long view, not just the latest customer complaint.”
Julie and Katy, both of whom have moved from marketing into broader executive roles, stressed that marketing’s job is to keep the relationship with customers from becoming purely transactional. “Sales should be coin-operated,” Julie quipped, “but marketing ensures the customer remains at the heart of every decision.” I couldn’t agree more.
Navigating Hype Cycles (Without Losing Your Mind)
The hype struggle is real for marketers. Whether it’s AI, crypto, blockchain, or the latest social platform, the panelists agreed: marketers need frameworks to evaluate what’s worth pursuing.
Megan shared her “BARC” method – Brand fit, Audience relevance, Resourcing, and Competitors – that she uses to evaluate the importance of a trend. The key theme from all panelists was this: don’t chase every shiny object. Test, learn, and be willing to say what didn’t work. Julie put it perfectly: “Nothing buys marketing more credibility than being willing to say what didn’t work.”
The Secret Sauce: Relationships and Revenue
Every panelist credited her career growth to building strong relationships across the organization. Cheryl emphasized the power of trust and referrals, while Katy and Julie highlighted the importance of learning the “love language” of other C-suite leaders, especially the CFO and CTO. The takeaway: to grow as a marketer, tie your work to revenue, understand your stakeholders, and never stop learning how the business operates.
Metrics That Matter: Brand AND Demand
With data everywhere, how do you prove marketing’s impact? Megan focuses on one core metric: sales-accepted opportunities. Julie warns against getting lost in the numbers: “Master the narrative. Pick the data points that matter, but don’t let the story get buried in spreadsheets.” Megan also stressed balancing short-term demand generation with long-term brand building: “When I say ‘Nike’ or ‘Apple,’ you feel something. That’s brand. And it’s just as important as the latest promotion.”
Authenticity, Agility, and Leading Through Change
The panel didn’t shy away from the tough stuff. Whether it’s tariffs in retail, regulatory shifts, or funding cuts in nonprofits, every leader agreed: stay agile, stay authentic, and don’t be afraid to say, “We don’t have all the answers.”
Megan shared a favorite example, a retail brand’s brutally honest, funny email from their CFO that went viral for its transparency. “People can smell the BS,” Katy added. “Just be real.”
Leadership Lessons: Coaching, Confidence, and the Power of Peers
When asked about the best (and worst) leadership advice they’d ever received, the panel delivered:
- Worst: “Fake it till you make it.” (Instead, ask for help and be vulnerable.)
- Best: Focus on people, not just tasks. Build your network. And don’t mistake mentorship for sponsorship. Find people who will say your name in rooms you’re not in.
Imposter syndrome? Everyone has it – even at the top. The panelists rely on everything from sticky notes (“You are enough, always”) to hype-up texts from friends and peer networks for support. And yes, every single one recommended getting a coach or joining a peer cohort at pivotal career moments.
Storytelling That Sticks
What separates good storytelling from great? Emotion is the secret ingredient. Cheryl explained that in nonprofit work, stories must be deeply human and succinct. Julie added that every company has a compelling story if you keep asking “why” until you reach the heart of the matter. And above all: be authentic. “People can tell when you’re not,” Katy said. “Just tell the truth.”
What Marketing Agencies Should (and Shouldn’t) Do When Working with CMOs
A few tips for agencies hoping to win over CMOs:
- Don’t pretend to be good at everything—specialize!
- Cut to the chase in your pitches (ditch the 50-slide decks).
- Bring new ideas and trends the client might not see.
- Be a true partner, not just a vendor.
My Own Takeaways
This year’s AMA Triangle CMO Panel was a reminder that marketing leadership is about more than campaigns and KPIs. It’s about building relationships, telling authentic stories, and constantly adapting to change, while keeping the customer at the center of it all.
Jen Chase, the moderator for this event and CMO at SAS did an incredible job of creating insightful questions, adding her personal experience to the mix, and keeping the camaraderie going. It felt like the audience was watching a conversation within a group of friends talking candidly and comfortably about their careers, and it was a pleasure to be there.
And, bonus! I’ve also got some great books on my summer reading list. Hope you do too.
Here’s the full list of recommended books from the panelists:
- Smart Brevity by Jum VandeHei, Mike Allen, and Roy Schwartz
- Dare to Lead by Brené Brown
- Lead to Win by Carla Harris
- Inclusive Language Handbook by the Easter Seals Organization
- Chasing Failure by Ryan Leak
- The Let Them Theory by Mel Robbins
- Start With Why by Simon Sinek
- The Power of Grit and Grace by Laura Ravo
- The Drybar Guide by Alli Webb
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