Niharika Shah

Marketing tools are abundant...but as Sam from State Street Investment Management says "what problem are we trying to solve"... Avoid mistakes with these insights... Cause only then... You can identify the systems you need to build and/or implement. Interesting Gold Theory convo I had with Sam Dwyer-Connolly and Peter Kent from State Street: https://lnkd.in/e5N2VxpX Goldcast Gregory Yates Jeremy Rudolph RAM GOYAL

19

The CMO–CFO Divide Is Real — But It’s Also Solvable We often hear that CMOs should “speak the language of finance.” There’s truth in that — but the real opportunity lies in creating shared systems where both sides thrive. CFOs operate in standardized environments; CMOs navigate constant change — new channels, privacy rules, data shifts — all while being measured by short-term dashboards. When we align on structure and trust, language follows naturally. That’s how creativity and accountability move in sync — and how growth becomes measurable and sustainable. Adapted from my recent ANA article exploring how CMOs and CFOs can re-center around shared clarity. https://lnkd.in/eEtz9Cry #Leadership #CMO #CFO #Growth #MarketingStrategy

15

2 Comments

Why there’s a growing CMO-CEO disconnect over what defines success https://lnkd.in/g8mQ-CE2 A widening gap between CMOs and CEOs is reshaping leadership alignment. While CEOs focus on financial outcomes, CMOs prioritize brand and customer metrics. Bridging this disconnect requires shared KPIs and more transparent communication to drive unified growth strategies. #CMO #CEOAlignment #MarketingStrategy #BusinessLeadership #KPIs #CustomerCentricity #BrandValue #GrowthMetrics #Management

1

AI search hasn’t killed SEO, it’s driving a significant behavioural shift. For CMOs focused on long-term growth and marketing effectiveness, AI search must be built into our growth strategy. I’m keen to understand what CMOs and search strategists have discovered/are doing to shape their AI search strategy. I've shared my highlights and resources from industry thought leaders below, including a registration link for an AI Search mini-masterclass webinar with the AI Growth Academy tomorrow (16 January). Highlights: 🧭 The growing importance of creators and UGC in AI-driven discovery, with organic channels now behaving structurally more like paid channels 🧠 LLM treatment of industry verticals varies materially, with significant differences in eligibility and weighting within AI Overviews 🧱 Understanding where your brand is being sourced is now a critical growth control point. Source visibility is central to content quality and mitigating zero-click risk 🧩 Static website content must be served in HTML. LLMs aren't currently able to interpret JavaScript-rendered content 🗂 FAQs and listicles remain necessary, but are now commoditised. Their value as a competitive differentiator is structurally declining 📊 6sense found that 94% of B2B buyers now use LLMs for vendor research 🧵 LLM preference for Reddit is driven by well-structured taxonomy, explicit topic labelling, relevance-ranked long-form content and multi-author signal density (thank you Gideon Wilkins) Resources: 1. AI Growth Academy Webinar https://lnkd.in/gvzvF7dz 2. Uncensored CMO with Jon Evans and Andrew Warden, CMO of Semrush “Is AI Killing SEO?" https://lnkd.in/g2_YX_8D. 3. Semrush has also published The 2025 Visibility Index study, which provides a view by sector https://lnkd.in/gJdWwYxF. 4. The Marketing Architects Podcast “What Every Brand Should Know About AI Search” with Elena Jasper and Josh Blyskal from Profound. https://lnkd.in/g2Jc5kck

36

3 Comments

When clients, prospects, or talent Google you, what do they see before they even click? Knowledge panels are quickly becoming the new front door for credibility, especially as AI-generated answers rise to the top of search results. In this week’s episode of the On Record PR Podcast, I sit down again with Furia Rubel Communications' Chief Innovation Officer, Leslie Richards, to break down: ✅What knowledge panels are and why they matter for law firms ✅How they connect to GEO (generative engine optimization) ✅What you can and can’t control when it comes to panels ✅Practical steps attorneys can take to build visibility ✅How firm leaders can support distributed, third-party publishing strategies 🎧 Tune in by following the link below. #LawFirmLeadership #LegalMarketing #PublicRelations #GEO #ReputationManagement

1

Agency M&A is on fire. 🔥 At Merge, we’re seeing more activity than ever, especially for agencies valued under $20M. Buyers are coming from every direction: PE-backed platforms, strategic acquirers, and first-time entrepreneurial buyers. It’s simple economics: demand is outpacing supply. Here’s what’s happening in the market 👇 1️⃣ The sub-$20M sweet spot This is where the action is, and it’s all about the size of the buyer pool. At this level, agencies attract interest from every buyer type: strategic acquirers, PE groups, entrepreneurs, and even financial or silent investors. The moment you move above $20M, that pool narrows fast, leaving mostly private equity. Under $20M, the field is wide open, and that competition is driving pricing and velocity. 2️⃣ The rise of the entrepreneurial buyer A few years ago, agency M&A was dominated by PE firms and large strategics. Not anymore. Now everyone wants to be an entrepreneur, and agencies have become one of the most accessible, profitable entry points. Today’s market is full of independent entrepreneurs, many using SBA financing to buy their first agency. This new wave of buyers is keeping demand hot and competition fierce. 3️⃣ The AI effect (and reality check) Last year, everyone was nervous about AI. Now buyers are confident. AI is reshaping (not replacing) the landscape. Brands still need to drive growth, visibility, and revenue. The agencies leveraging AI intelligently, not fearing it, are the ones commanding premium multiples. 4️⃣ Story clarity wins every time If a buyer can instantly understand what you do and who you serve, you’re already ahead. The agencies getting the most attention have a crystal-clear story, whether that’s a defined vertical or a sharp capability focus. You might alienate some buyers, but for the right one, you’re a perfect fit. ❤️ 5️⃣ Down year? Still sellable. Revenue dips aren’t deal killers. Buyers care about normalized profitability and strategic fit. If you’ve right-sized your team and tightened margins, we can adjust the expense base in modeling, and buyers will still line up if the fundamentals are strong. What we’re seeing on multiples 💰 • Agencies under $2M in adjusted EBITDA: 3–6× • Agencies over $2M: 5–8× Where you fall within that range depends on what you do, how well you do it, and the risks buyers perceive about your agency. Typical structure: 💵 Majority cash at close 📈 Performance-based earnouts 🤝 Rollover equity when there’s a platform angle Bottom line: The agency M&A market is booming. Smart founders are taking advantage of it. The “wait and see” crowd is missing the moment. 💬 Send me a message to talk about what your agency is worth in today’s market!

662

104 Comments

Staying on the theme of the importance of the story, you now have created the story about your product. Here are good guidelines on how to organize and deliver it. The key is rehearsing at least three times. Each time you do, make it shorter because your content tends to expand (ad libs and elaborations) that come to mind when you actually deliver it.

2