What CMOs Are Learning from Brand-Led Culture Change

Episode notes

Episode 59 of The CMO Podcast dives into a surprising new priority for marketing leaders: driving internal culture change. Lucas and Luna unpack a recent Gartner study showing that 42% of CMOs now oversee or co-own employee experience and internal communications - up from just 18% in 2022. They use the example of Delta Air Lines, which under CMO Alicia Tillman used a campaign-first approach to embed a new service ethos across 75,000 employees before turning the messaging outward. The hosts debate whether this is a temporary expansion of the CMO remit or a permanent shift, and what it means for budgets, agency relationships, and the definition of brand value. No fluff, just one concrete case and one hard number. #CMO #InternalBranding #CultureChange #EmployeeExperience #DeltaAirLines #AliciaTillman #BrandStrategy #Gartner #MarketingLeadership #ExecutiveStrategy #BrandCulture #InternalCommunications #ServiceDesign #BrandLedGrowth #Marketing #BusinessPodcast #FexingoBusiness #TheCMOPodcast Keep every episode free: buymeacoffee.com/fexingo

• Inside the CMO Playbook for Creating a Revenue-Driven Content Engine58 / 100
• Why CMOs Are Turning Brand Communities into Revenue Centers55 / 100
• Why CMOs Are Embedding Commerce into Live Audio75 / 100
• How CMOs Are Marketing Through Dark Stores and Ghost Kitchens
• Why CMOs Are Marketing Through Live Shopping