How CMOs Shift From Brand Equity To Customer Profitability

The CMO Podcast with Fexingo: Marketing Leadership, Budgets, and Executive Strategy · Sep 21, 2026 · 10m · transcript

We examine the structural shift in marketing leadership where brands are replacing traditional brand equity metrics with direct customer profitability analysis. Lucas and Luna dissect how leading CMOs are using lifetime value models to prune low-margin segments, aligning marketing spend directly with cash flow rather than awareness. We explore the operational challenges of this transition, the role of zero-party data in identifying high-value cohorts, and why measuring profit per customer is becoming the new standard for executive accountability in September 2026.

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