Turning insight into impact: What CMOs really want from market research
November 25, 2025
Modern CMOs are overwhelmed with data yet short on clarity.
In this episode of The Curiosity Current, host Molly Strawn-Carreño and guest host Shanon Adams, President and COO of aytm, sit down with Steve Olenski, “The CMO Whisperer,” to unpack what CMOs really need from insights partners. Steve explains why insights must be treated as a growth engine, how the strongest teams align on trust, translation, and timing, and why storytelling and speed now matter more than volume. The conversation breaks down how to earn a real seat at the table, how to use AI responsibly, and what separates insights teams that drive decisions from those that only deliver decks.
In this episode of The Curiosity Current, host Molly Strawn-Carreño and guest host Shanon Adams speak with Steve Olenski, founder of The CMO Whisperer Advisory. Drawing on more than twenty-five years working alongside CMOs at Mastercard, Walmart, the NFL, and other major brands, Steve offers a direct view into what marketing leaders truly need from research. He argues that CMOs are not missing data; they are missing clarity. Insights must operate as a growth engine, not a reporting function, shaping decisions upstream rather than validating them after the fact. Steve outlines a partnership framework built on trust, translation, and timing, and emphasizes why research should be measured by decisions made, not slide volume. He also discusses the role of AI as a force multiplier guided by human judgment, and the importance of courage and honesty in C-suite relationships. For insights leaders, this episode is a blueprint for driving action, relevance, and meaningful impact.
What You’ll Learn:
- Why modern CMOs need clarity more than additional data
- How to structure a marketing-insights partnership around trust, translation, and timing
- How storytelling accelerates decisions when spreadsheets stall progress
- Why AI must enhance human judgment rather than replace it
- How to earn real influence by challenging assumptions with courage and clarity
- How speed and empathy work together to create relevance and growth
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