CMO Therapy

What happens when everyone in your company suddenly becomes a marketer?

In this episode of CMO Therapy Lucy chats with Sam Schrager, CMO at BCB Group, about what it really takes to keep the engine running when every department, from HR to Product to the CEO’s office, has “just one little idea.”

Sam opens up about the chaos of juggling endless requests, managing expectations and keeping marketing strategic (not just reactive). We dive into how she’s learned to push back with confidence, educate the business on what marketing really does and build trust across teams… all while keeping the energy alive.

“I’ve got tougher over the last six months. I’m not afraid to push back and ask why are we doing this? What’s the actual objective?”

If you’ve ever felt like the office dumping ground for ideas, this one’s your therapy session.

Music clip by Filo Starquez, Divergence

Think your content and campaigns are strong? Think again. Because if you’re not nailing distribution, they’re probably falling short.
In this episode of CMO Therapy, Lucy sits down with Yoann Pavy, CMO at AI Apply, to unpack the hardest, most under-discussed part of marketing - distribution. Inspired by that killer quote, “A bad product with great distribution makes money. A great product with no distribution dies quietly,” this conversation dives deep into why distribution is now the ultimate growth advantage.
Yoann explains how social platforms like TikTok have flipped the playbook, where every post is its own campaign and why marketers need to think distribution first if they want real results. Expect spicy takes, practical advice and a few reality checks for any marketing leader still obsessing over ideas instead of reach.
As Yoann says: “The idea is already there - you just have to look, copy what works and execute.”

Closing a deal isn’t about one superstar channel swooping in to save the day - it really does take a village. In this episode of CMO Therapy, I sit down with the brilliant Vanessa Schotes, CMO at Enfuce to talk about why the endless “sales vs. marketing vs. partnerships” debate is holding so many companies back.
We dig into the reality that no single GTM channel works in isolation. Instead of playing the blame game (“Was this lead marketing’s? Or sales’?”), high-performing teams are figuring out how to orchestrate all their channels together for maximum impact. Of course, that’s easier said than done, especially when attribution models pit teams against each other and brand-building (which is critical for long-term growth) gets undervalued because it’s harder to tie directly to leads.
If you’ve ever wrestled with attribution headaches, budget fights, or proving the ROI of brand, you’ll want to tune in. This one’s packed with insights you can put into practice straight awayMusic clip by Filo Starquez, Divergence

Ever looked at your marketing tech stack and thought, “How the hell did it get this bad?” You’re not alone. In this episode of CMO Therapy, I sit down with the brilliant (and brutally honest) Oren Greenberg to unpack why so many marketing leaders end up drowning in tools, silos and false promises.
We dig into:
- Why so many stacks turn into a Frankenstein monster of overlapping tools
- The cultural pressures that drive quick fixes over strategic thinking
- How to spot when a tool is actually adding value vs. just adding noise
- Why integration is less about APIs and more about asking “what data do I really need?”
- And the CFO-style mindset every CMO needs when deciding where to invest.
I loved it when Oren said “Are you trying to build something for average? Or are you trying to build something that’s right for your business in your context?”
This one’s a must-listen for any senior marketer ready to tame the chaos and take back control.
Music clip by Filo Starquez, Divergence

The world of marketing has shifted and one of the biggest changes we’ve seen is the rise of the fractional CMO. In this episode of CMO Therapy, I sit down with the brilliant Lucy Woolfenden to dig into why so many senior marketers are choosing this path and why more companies are embracing it.
We chat about what’s driving the boom (hello, unpredictable economy!), the real value fractional CMOs bring and those crucial moments when bringing in flexible senior leadership makes more sense than hiring full-time. Lucy shares her own experiences from the frontlines, giving us a clear-eyed look at what works, what doesn’t and how businesses can get the best from a fractional leader.
As Lucy puts it, “Too many businesses hire a full-time CMO when what they really need is focus, speed and expertise on tap. That’s the beauty of fractional.”
Trust me, if you’ve ever wondered whether “fractional” could work for you, this one’s a must-listen.
Music clip by Filo Starquez, Divergence

What does growth actually look like across different company stages? And why do so many CMOs and CEOs get it wrong?
In this episode of CMO Therapy, I sit down with the absolutely awesome Irina Chuchkina to unpack how marketing strategy should evolve as a business scales, from scrappy startup to polished scaleup and beyond.
We dig into misaligned expectations, chaotic Slack messages, undercooked processes and the all-too-common urge to chase “unicorn status” without building the proper foundations.
Irina drops absolute gold advice like: “Growth is such an often abused word… building strong foundations matters a lot more than just speed.”
We talk about the power of focus, the danger of spreading too thin too fast and why your org design, KPIs and even your spark need to shift at each stage.
This one’s a must-listen for marketing leaders navigating the madness of growth and trying to do it the smart (not scary) way.

Music clip by Filo Starquez, Divergence

Partner marketing: powerful strategy or PR vanity project?
In this episode of CMO Therapy, I'm joined by the fabulous fintech marketing leader Yuliya Muir to dive into the real work that should happen before anyone hits "publish" on that shiny press release.

We get into the nitty-gritty of what makes a great partnership, from aligning on ICPs and co-owning go-to-market plans, to navigating lopsided dynamics and building genuine, long-term relationships. It’s not all about airtime, it’s about impact!

We also chat about how to divide and conquer campaign responsibilities, what to do when one partner has way more resources than the other, and how to make sure both sides actually win.

As Yuliya puts it: “Partnerships just work when done right. But you have to nail the ‘why’ before you go anywhere near the ‘what.’”

If you’ve ever been handed a partner announcement and asked to “just do some marketing,” this episode’s for you.

Ready for a dose of real talk about squiggly careers and breaking through glass ceilings in marketing? 
In this episode of CMO Therapy, I sit down with the fabulous Betsy Samuel to unpack the twists, turns and triumphs of a marketing leader’s journey.
Betsy shares candid stories from her “one-person-band” early days in FinTech, the bold leaps that shaped her career and why embracing uncertainty can be your biggest advantage. 

Together, we tackle the challenges of burnout, building credibility and finding your tribe - both inside and outside your company. 

Betsy’s practical advice? Raise your hand for new projects, lean into your network, and remember: “You never know where that next opportunity is gonna come from to learn something new.” 

If you’re looking for inspiration, actionable tips, or just want to hear from someone who’s been there, this episode is packed with wisdom, humor, and heart. Perfect for any marketer ready to level up.

Music clip by Filo Starquez, Divergence

In this episode, we’re diving into one of the hottest debates in marketing: does brand or revenue get the trophy? I’m joined by Keith Povey, who’s spent over two years as Director of Revenue Marketing and trust me, he’s got the battle scars and the wisdom to prove it! We unpack what it really means to balance brand building with revenue-driving tactics, especially when your KPIs are all about new business.

Keith shares his journey from being laser-focused on revenue to embracing the power of brand, revealing why “if people don’t know who you are, they can’t buy from you”. We chat about the challenges of measuring brand value, the evolving relationship between marketing and sales, and why sometimes, marketers need to be brave enough to be held accountable for business growth. As Keith puts it, “it’s easy to get an ‘A’ when you write the questions to the exam”. But does that really move the business forward?

Tune in for honest stories, practical tips and a few laughs along the way. This is a must-listen for marketers who want to level up!In this episode, we’re diving into one of the hottest debates in marketing: does brand or revenue get the trophy? I’m joined by Keith Povey, who’s spent over two years as Director of Revenue Marketing and trust me, he’s got the battle scars and the wisdom to prove it! We unpack what it really means to balance brand building with revenue-driving tactics, especially when your KPIs are all about new business.
Keith shares his journey from being laser-focused on revenue to embracing the power of brand, revealing why “if people don’t know who you are, they can’t buy from you”. We chat about the challenges of measuring brand value, the evolving relationship between marketing and sales, and why sometimes, marketers need to be brave enough to be held accountable for business growth. As Keith puts it, “it’s easy to get an ‘A’ when you write the questions to the exam”. But does that really move the business forward?

Tune in for honest stories, practical tips and a few laughs along the way. This is a must-listen for marketers who want to level up!

Music clip by Filo Starquez, Divergence

What’s it really like working in a big marketing team at a large company? In this episode of CMO Therapy, Lucy sits down with the brilliant Nicola Harley, Head of Global Content at Morningstar, to unpack the highs, the lows and everything in between.

We chat about the perks - think structured career paths, specialist roles and (sometimes) bigger budgets - but also the politics, long approval chains and finding your voice in a sea of stakeholders. Nicola shares why marketers in large companies need to think like intrapreneurs: “You have to really treat a big business like a startup… build things, demonstrate things and build an incredible network around you.”

We also talk leadership, EQ vs IQ, how to handle idea overload from the C-suite and why marketers should be better at communicating what they learn, not just what they achieve.
Big company or small, this episode is full of insight and it’s definitely not just for the corporate crowd. You’re going to love it!

Music clip by Filo Starquez, Divergence