Organic measurement in the age of AI + 10 hurdles CMOs are facing today
Nate Turner and Kevin King unpack why traditional ways of measuring organic marketing are falling short—and what needs to replace them. They explore how misattribution and outdated analytics hide real organic impact, the rising importance of schema and crawlability in AI search, and introduce the C.L.E.A.R. framework for modern measurement.
Plus, they break down the top challenges facing CMOs today, from proving ROI to balancing AI and creativity.
Links:
https://www.searchenginejournal.com/key-hurdles-that-cmos-must-overcome/547890/
https://duaneforresterdecodes.substack.com/p/12-new-kpis-for-the-genai-era-the
Key moments in the conversation:
0:00
Introduction
1:02
What Marketing Leaders Are Asking Right Now
4:04
Attribution Got Harder
5:04
Organic Means More Than SEO Now
7:04
How Boards and Execs Judge Marketing
10:09
Rethinking Search Impressions and Visibility
14:13
What Teams Are Worried About
15:00
CTR Is Dropping, Conversions Aren't
17:16
Chasing Lost Clicks vs. Resetting the Baseline
20:18
Your Audience Didn't Leave Google
22:19
Consumer Data vs. B2B Reality
23:22
How Do We Get Cited in LLMs?
24:22
Duane Forrester's GEO Metrics Stack
30:27
Getting Into the Model Comes First
31:18
The C.L.E.A.R. Measurement Framework
40:36
Top Challenges CMOs Are Facing
44:51
Dark Social and Meeting Audiences Where They Are
46:40
Balancing Speed, Cost, and Quality With AI
48:54
Tying Marketing to Business Objectives
51:54
Building Brand Trust and Authenticity
54:48
Upskilling Your Team on AI
58:51
Cross-Functional Collaboration
1:00:51
Closing and Outro
