Richard Barnett — Chief Marketing Officer, Fusion Risk Management
Published:
If pulling the CMO out wouldn’t change the prioritization, the exercise design, the communication thresholds, or the customer-recovery plan, the role was never designed properly in the first place.
What does Richard Barnett say on The Agile Brand podcast?
Richard Barnett, Chief Marketing Officer, Fusion Risk Management, says: A Q&A with Richard Barnett, CMO of Fusion Risk Management, arguing that resilience must be treated as a business-performance discipline rather than a purely technical or compliance function. He explains how marketing’s absence from recovery decisions turns operational incidents into prolonged commercial damage, recommends concrete pre-incident working sessions to map promises to operations and decision rights, and illustrates the point with examples from airline outages and his experience at Supplyframe.
From: The Agile Brand podcast
Cite as: Richard Barnett. (2026). On The Agile Brand podcast. Retrieved from https://research.agilebrandguide.com/insights/richard-barnett-if-pulling-the-cmo-out-wouldnt-change-the-prioritization-t