A CMO Confidential Interview with Michael Treff, the CEO of Code and Theory. Michael shares his belief that the ambiguity in markets is here to stay, why traditional B2B playbooks aren't working like they used to, and why this is the "dawn of a new era for creativity."

Key topics include:

- Three key B2B questions companies are asking

- The concepts of "stacking talent" and "forward-deployed teams"

- The need to be truly honest about your organization and the marketplace

- Why the future for agencies will be driven by tech, software, and service

Tune in to hear about why you should "Keep it simple," and why the future will bring "A reckoning for the service business."

⏱️ Chapters

1:12 - Guest Introduction and Overview of the B2B Marketplace

4:35 - Technology Investments and the Changing Journey

6:16 - Evolving Roles within the C-Suite

7:20 - Culture Shifts and the Service Business Reckoning

13:12 - Walled Gardens vs. Open Data Environments

16:12 - Synthetic Data Sets

18:40 - Advice for Traditional Clients

26:35 - The Future of Creativity in B2B

31:25 - Predictions for the Future

33:37 - Closing and Final Advice

This episode is sponsored by Typeface - the agentic AI marketing platform that turns one idea into thousands of on-brand assets. Learn more: typeface.ai/cmo.

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