Confessions of the World’s CMO Whisperer

Tanja Kent MSc
Oct 20
2 min read

Guest: Donovan Neale-May, Executive Director – CMO Council, Growth Officer Council, and Business Performance Innovation (BPI) Network

Host: Dr Tanja Kent🎧 Shoes of a CMO – Real stories and raw lessons from the people shaping how modern brands connect, grow, and stay relevant.

🗣️ From Rugby Boots to Boardrooms

He’s scaled Dell from $60 million to $600 million, worked with Subaru, Tabasco, and General Foods, and built a global peer network connecting 16,000+ senior marketers.

In this episode, Donovan Neale-May shares what five decades across continents have taught him about the evolution — and future — of marketing leadership.

💡 Marketing as a Command Centre

Donovan believes marketing has outgrown its old reputation as a “cost centre.”Today, the best CMOs prove value through data, revenue, and influence — shaping strategy, not just supporting it.

“Too many marketers are waiting tables, not cooking the meal.”

It’s a bold reminder that real marketing leadership means owning the business outcome, not just the campaign.

🚀 Ingenuity Over Conformity

From his early campaigns to global tech transformations, Donovan’s mantra stays the same: ingenuity beats conformity. Marketing that moves people is cultural, creative, and emotionally intelligent.

That same mindset took Dell from a dorm room to an IPO — and built the CMO Council, Growth Officer Council, and BPI Network, turning marketers into true business architects.

👑 Good CMOs Make Great CEOs

“Good CMOs make great CEOs.”

Marketers who understand data, finance, and customer truth have what it takes to lead — yet only 5% of public boards include marketing leaders. Donovan calls that a missed opportunity for innovation.