How outcomes measurement has changed the CMO-CFO relationship - with Nimmi Shah and Sameer Modha

How outcomes measurement has changed the CMO-CFO relationship - with Nimmi Shah and Sameer Modha

From The Media Leader Podcast by The Media Leader

May 11, 2026 · 1h 17m · Season 5 · Episode 90

About this episode

The episode discusses the evolving relationship between CMOs and CFOs in light of financial pressures and the shift towards outcomes measurement in marketing.

Is there a more important relationship in our industry than that between the CMO and the CFO? Given the macroeconomic environment – war, inflation, AI threatening to upend entire industries – how are the the interests of financial leaders changing as they relate to marketing? Nimmi Shah is a consultant finance director for the media, marketing and PR industries and has worked with major agency groups. Sameer Modha is the outcome measurement innovation lead at ITV, and one of the individuals spearheading the broadcasters’ in-development outcome measurement solution, Lantern. The duo join host Jack Benjamin to discuss how financial pressures are having downstream effects on media investment, why outcomes-driven measurement has emerged as the way forward in the boardroom, and how AI is leading to new opportunities and new conundrums for marketers. Is media still being spent on eyeballs? Or is it being spent on, as Modha puts it, "a receipt that says I got something that I can take to the CFO which will continue to justify my budget". Highlights: 1:34: How CFOs are navigating volatile macro pressures, and where the CMO fits 9:24: The move to outcomes measurement as a "recepit", and…

People in this episode

Host: Jack Benjamin

Guests: Nimmi Shah, Sameer Modha

Mentioned in this episode

Organizations: ITV

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