After a year of conversations with CMOs in the trenches, one thing became clear: the marketers winning right now are breaking the same rules. From brand vs. demand to killing bad ideas and standing out in crowded B2B markets, here are the 10 lessons that kept coming up—whether anyone planned to admit them or not.

Today’s CMOs must prove brand impact without killing creativity. Here’s how to measure brand ROI, earn trust, and keep the magic alive.