What is Igor Beuker's advice to CMOs?

Stop thinking in campaigns and start thinking in transformation. I tell CMOs to master AI and customer behavior, build owned audiences, and run marketing as a growth engine, not a cost center. I built and sold 5 martech companies on that playbook. Innovation is a culture, not a department, and the CMO who parks it in a lab is already losing. The CMOs who survive the next decade will look like business builders, not ad buyers.