{"podcast":{"title":"The CMO Show","slug":"the-cmo-show-1096466","podcast_index_feed_id":1096466,"rss_url":"https://thecmoshow.libsyn.com/rss","website_url":"https://www.thecmoshow.impactinstitute.com.au/","image_url":"https://static.libsyn.com/p/assets/3/1/5/e/315e06d62d97099316c3140a3186d450/CMO_Profile_Image.jpg","author":"ImpactInstitute","episode_count":253,"summary":"How do the leaders of APAC brands use purpose-driven storytelling to bring their big ideas to life, achieve communications goals, drive better business outcomes, and live out a purpose beyond profit? The CMO Show is an award-winning marketing podcast, brought to you by ImpactInstitute, in partnership with Adobe. Each episode features industry insights from a marketing or business leader on strategy, creativity, measurement, evaluation, and more. *ANZ Winner - 2020 CMS Asia Award for 'Best Use of Audio Content' *National Winner - 2019 Australian Marketing Institute Award for 'Marketing Excellence in Content Marketing' *National Winner - 2019 Mumbrella NeXt Award for 'Content Marketer' (Executive Producer Charlotte Goodwin) *National Finalist - 2019 Australian Podcast Awards Founded in 2015, The CMO Show podcast is hosted by chief storyteller, speaker and author, Mark Jones. Mark is the Chief Storyteller at ImpactInstitute, and has more than 20 years' experience in professional storytelling as a journalist, editor, publisher and speaker, working with iconic brands including Coca-Cola, Microsoft, Google, Telstra, Adobe and Fairfax. ImpactInstitute is an impact advisory firm offering…","last_synced_at":"2026-07-09T14:21:13.429585+00:00","page_url":"https://stenobird.com/podcast/the-cmo-show-1096466"},"episode":{"title":"Simplifying one of marketing's most complex customer journeys: Choosing a university","slug":"simplifying-one-of-marketing-s-most-complex-customer-journeys-choosing-a-university","published_at":"2026-05-14T23:26:00+00:00","page_url":"https://stenobird.com/podcast/the-cmo-show-1096466/simplifying-one-of-marketing-s-most-complex-customer-journeys-choosing-a-university","show_page_url":"https://stenobird.com/podcast/the-cmo-show-1096466","url":"https://www.thecmoshow.impactinstitute.com.au/episodes/simplifying-one-of-marketings-most-complex-customer-journeys-choosing-a-university","audio_url":"https://traffic.libsyn.com/secure/thecmoshow/The_CMO_Show_Ep_250_-_Yasmin_Spencer_v2.mp3?dest-id=318104","summary":"Recorded at Adobe Summit 2026, this episode of The CMO Show features Yasmin Spencer, Director of Marketing at Western Sydney University, unpacking the research-led reset reshaping one of marketing's most complex paths to purchase – choosing a uni . After extensive domestic and international research, Yasmin and her team uncovered a clear shift in how students choose where to study. More than half of the top 15 decision drivers now centre on outcomes, specifically how likely a university is to help them land a job. The degree is no longer the product. The destination is. But the defining insight wasn't just about employability , it was the experience gap. Students are benchmarking universities against the best consumer brands they use every day. As Yasmin puts it, they can order from The Iconic and receive delivery in three hours, yet wait months for a university offer. From application to enrolment, the journey has become more complex than getting a home loan and that disconnect is no longer acceptable. This episode reframes higher education as a customer experience problem, not communications one. Yasmin breaks down what it takes to meet modern expectations for speed, simplicity and service, and what real customer-centricity looks like when it's tied to outcomes, not activity. You'll hear how Western Sydney University is responding in practice, from launching ODIE, an AI-powered Open Day concierge designed to remove real friction, to simultaneously leading a major marketing team restructure. By simplifying the operating model, rebuilding capability and focusing the team on experience, execution and impact, they've created the conditions to fix a journey that has historically been too complex to convert. This episode is brought to you by impact advisory, communications…","meta_description":"Recorded at Adobe Summit 2026, this episode of The CMO Show features Yasmin Spencer, Director of Marketing at Western Sydney University, unpacking the res…","key_points":[],"chapters":[],"topics":[],"duration_seconds":1515,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/the-cmo-show-1096466/episodes/simplifying-one-of-marketing-s-most-complex-customer-journeys-choosing-a-university/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/the-cmo-show-1096466/simplifying-one-of-marketing-s-most-complex-customer-journeys-choosing-a-university.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}