Budget Smarter: Cornell McGee in CMO Times

Cornell McGee, Chirp’s Chief Marketing Officer and one of the leading voices shaping the future of creator commerce, was recently featured in CMO Times’ latest thought leadership roundup.

His contribution stands out for one reason: it puts customer clarity, not channel mix, at the center of marketing budget strategy.

Budget for answers, not assumptions

Cornell’s advice? Stop wasting budget on good ideas that never got tested. Every spend should be backed by customer insight and measurable outcomes.

“Most marketing budgets aren't wasted on bad ideas. They're wasted on good ideas launched without structured testing or customer clarity.”

At Chirp, this philosophy is core to how we build. Whether it’s product development or platform monetization, our approach is to test with intention and move only when the data and the audience are aligned.

Why this matters (especially if you’re a creator or brand)

• If you’re a creator: this is a behind-the-scenes look at how product decisions get made at Chirp, with your audience in mind.
• If you’re a brand or operator: Cornell’s approach shows how staying close to your end user can de-risk spend, unlock creative clarity, and drive measurable returns. This is especially helpful when the path forward isn’t obvious.

Take this with you:

“The most valuable insight always comes directly from your customer. Not just clicks or dashboards, but real, actionable feedback that shapes what you build and how you connect.”

Read Cornell’s full feature in CMO Times.