The Marketing Share: What leaders need to know to run marketing

In this episode of The Marketing Share, co-hosts Alec Cheung and Barb VanSomeren tackle one of marketing’s most persistent dilemmas: Should you hire hyper-focused specialists or versatile generalists? 

Spoiler: The answer isn’t black-and-white—it’s buried in your budget, your storytelling, and how you use AI.

From debating the pitfalls of “full-service” agencies to navigating AI’s role as a digital intern, Alec and Barb break down how CMOs can harmonize chaos and avoid becoming the overworked conductor of a disjointed orchestra.

Connect with the hosts:
👉 Barb VanSomeren: https://www.linkedin.com/in/barbvansomeren/
👉 Alec Cheung: https://www.linkedin.com/in/aleccheung/

Connect with the Podcast Manager
👉 Cinthya Zeledón: https://www.linkedin.com/in/cinthyazeledon/

Explore the video content of each podcast episode on YouTube

Want to be a guest on The Marketing Share Podcast?  Send us your bio and proposed interview topic to [email protected], and our Podcast Manager will get back to you. 

What separates a brand flop from a phoenix-worthy comeback? (Spoiler: It’s not just a logo swap.)

Fractional CMO and brand reinvention expert Todd Allard joins Barb VanSomeren and Alec Chung to unpack how brands pivot from public missteps to powerhouse reputations. From rebooting Lumber Liquidators after a multi-million dollar scandal over tainted wood imports to renaming Everest University post-60 Minutes exposé, Todd reveals how to diagnose brand breakdowns and engineer trust-building comebacks.

Key Takeaways:
🔑 Why rebranding starts with pruning customers.
🔑 How Todd convinced the boards to kill legacy color schemes

Connect with the hosts:
👉 Barb VanSomeren: https://www.linkedin.com/in/barbvansomeren/
👉 Alec Cheung: https://www.linkedin.com/in/aleccheung/

Connect with the Podcast Manager
👉 Cinthya Zeledón: https://www.linkedin.com/in/cinthyazeledon/

Explore the video content of each podcast episode on YouTube

Want to be a guest on The Marketing Share Podcast?  Send us your bio and proposed interview topic to [email protected], and our Podcast Manager will get back to you. 

Ever feel like your marketing metrics are just… noise?

In this episode, fractional CMO and growth strategist Monique Olan joins co-hosts Alec Cheung and Barb VanSomeren to cut through the clutter. We’re talking about how to ditch vanity metrics, align KPIs with real business outcomes, and turn data into your team’s storytelling superpower.

Monique shares her battle-tested framework for diagnosing growth bottlenecks (hint: it starts with playing customer detective), why the first 30 days in any leadership role should feel more like a listening tour than a sprint, and how to fix the marketing-sales “blame game” once and for all. 

Spoiler: it’s all about trust, shared goals, and metrics that make both teams look like heroes.

You’ll walk away with:
🔑 How fractional CMOs drive impact—without the full-time price tag
🔑 Why “middle funnel meltdowns” tank pipelines (and how to fix them)
🔑 The one question every marketer should ask their CEO before reporting metrics
🔑 Real talk on bridging the gap between “marketing activity” and boardroom priorities

Connect with Monique: Grab her free resources on metrics and team alignment at PivotalPitch.com or find her on LinkedIn.

🎧 Subscribe to The Marketing Share Podcast and be the first to get notified when new episodes drop. This show is designed for marketing experts stepping into leadership roles—packed with insights to help you lead with clarity and confidence.

Connect with the hosts:
👉 Barb VanSomeren: https://www.linkedin.com/in/barbvansomeren/
👉 Alec Cheung: https://www.linkedin.com/in/aleccheung/

Connect with the Podcast Manager
👉 Cinthya Zeledón: https://www.linkedin.com/in/cinthyazeledon/

Explore the video content of each podcast episode on YouTube

Want to be a guest on The Marketing Share Podcast?  Send us your bio and proposed interview topic to [email protected], and our Podcast Manager will get back to you. 

In this episode of The Marketing Share, our cohosts Alec Cheung and Barb VanSomeren sat down with Scott Cate—a tech veteran who’s been building software since the days of floppy disks—to chat about one of marketing’s most overlooked headaches: broken links.

Scott’s company, 301.Pro, helps marketers like you turn those frustrating “404 errors” into opportunities. Imagine QR codes that actually work, links that update themselves, and campaigns that adapt to weather, time, or even a user’s location—no coding required.

We geeked out about:

👉 Why Scott’s team built a tool to save marketers 5+ hours a week (and how a $250K postcard campaign proved its worth).
👉 Real-world stories: Restaurants switching menus at dinner time, car dealerships routing scans to local shops, and why Bitly can’t keep up.
👉 Simple fixes for outdated webinar links, billboard QR codes, and footer graveyards (we’ve all been there, right?).

Oh, and Scott’s a gem—he even shared a special discount for our listeners:
Use code TMS at 301.pro to try 301.Pro for 50% off your first 2 months.

Connect with the hosts:
👉 Barb VanSomeren: https://www.linkedin.com/in/barbvansomeren/
👉 Alec Cheung: https://www.linkedin.com/in/aleccheung/

Connect with the Podcast Manager
👉 Cinthya Zeledón: https://www.linkedin.com/in/cinthyazeledon/

Explore the video content of each podcast episode on YouTube

Want to be a guest on The Marketing Share Podcast?  Send us your bio and proposed interview topic to [email protected], and our Podcast Manager will get back to you. 

Is your CRM actually helping you close more deals—or just creating more headaches?

In this episode of The Marketing Share, we sit down with Jason Kramer, CEO of Cultivize, to uncover the biggest mistakes businesses make with CRM systems—and how to fix them.

Jason, known as The Yoda of CRM, shares how businesses can bridge the gap between marketing and sales, clean up messy data, and turn “dead” leads into real revenue.

With a background in graphic design and marketing automation, Jason has helped companies unlock the full potential of their CRMs by focusing on processes over tools—because software alone won’t save you.

You’ll learn:

• Why CRM implementation often fails (and how to do it right)
• The key to aligning marketing and sales for higher conversion rates
• How data hygiene protects your email deliverability and domain reputation
• Affordable CRM solutions for startups and small businesses
• How podcasting can fuel lead generation and build trust with your audience

If your CRM feels more like a data graveyard than a sales engine, this episode is packed with actionable strategies to get it back on track.

Timestamps:

00:00 - Intro
 00:46 - Welcome
 03:18 - Meet Jason Kramer & the story behind Cultivize
 06:45 - Why most CRMs fail (and how to make yours work)
 12:10 - Case study: Closing $800K+ with CRM nurturing
 18:40 - Marketing vs. sales alignment: Stop the blame game!
 27:55 - Data hygiene: Clean your CRM or lose $$$
 38:20 - Best free CRM tools for startups & small businesses
 47:30 - How podcasting fuels lead generation

Connect with the hosts:
👉 Barb VanSomeren: https://www.linkedin.com/in/barbvansomeren/
👉 Alec Cheung: https://www.linkedin.com/in/aleccheung/

Connect with the Podcast Manager
👉 Cinthya Zeledón: https://www.linkedin.com/in/cinthyazeledon/

Explore the video content of each podcast episode on YouTube

Want to be a guest on The Marketing Share Podcast?  Send us your bio and proposed interview topic to [email protected], and our Podcast Manager will get back to you. 

What does it take to future-proof your marketing strategy as Google evolves, AI reshapes search, and zero-click searches rise?

In this episode of The Marketing Share, hosts Alec Cheung and Barb VanSomeren chat with Corey Morris—CEO of Voltage Agency and **author of The Digital Marketing Success Plan—to unpack SEO’s evolution, zero-click searches, and Google’s volatile AI updates.

The pivotal challenges facing marketing leaders today? Adapting to AI-driven search, avoiding outdated “checklist SEO,” and aligning tactics with ROI-driven goals. Corey reveals his 5-step START Framework to future-proof your strategy.

Highlights:

• Why Google’s AI Overviews demand a new playbook (plus Barb’s Copilot vs. Chrome debate).
• How small shifts—like repurposing content across platforms—drive outsized results.

Key moments:

• 3:18 - Corey’s journey: Why Voltage ditched “full-service” to dominate SEO/paid search.
• 12:34 - The START Framework: Strategy → Transformation.
• 24:00 - Diversify traffic sources now—or wait?
• 39:53 - Hiring SEO talent: Spot adaptability vs. outdated thinking.

If you’re looking for actionable steps to navigate SEO’s evolution and avoid costly missteps, this episode is your roadmap.

Explore the video version of this episode on YouTube

Connect with Corey here. 

Connect with the hosts:
👉 Barb VanSomeren: https://www.linkedin.com/in/barbvansomeren/
👉 Alec Cheung: https://www.linkedin.com/in/aleccheung/

Connect with the Podcast Manager
👉 Cinthya Zeledón: https://www.linkedin.com/in/cinthyazeledon/

Explore the video content of each podcast episode on YouTube

Want to be a guest on The Marketing Share Podcast?  Send us your bio and proposed interview topic to [email protected], and our Podcast Manager will get back to you. 

Ready to decode the CEO-CMO relationship and ramp up your company’s growth? In this episode of The Marketing Share, hosts Barb Van Someren and Alec Cheung sit down with John Short—founder of Compound Growth Marketing—to uncover how aligning with your CEO’s vision can fuel real, sustainable results.

John shines a spotlight on why understanding your CEO’s perception of marketing—whether it’s brand building, demand gen, or sales enablement—makes all the difference. He also explains how your average contract value (ACV) should guide your entire marketing approach and breaks down the art of segmenting for both quick wins and big-ticket enterprise deals. Plus, you’ll hear why keeping a close eye on AI and LLM-driven trends is now mission-critical for protecting and projecting your brand.

Highlights from the conversation include:

• The three types of CEOs and how to tailor your marketing strategy accordingly
• Why ACV dictates your demand gen tactics and sales enablement approach
• Real-world examples of boosting ROI through smarter paid ad segmentation
• The impact of AI on brand perception and customer touchpoints
• Actionable ways to align your go-to-market strategy with evolving business goals

Tune in for a wealth of practical tips to navigate today’s rapidly shifting marketing landscape. 

Want to connect with John? Click here to find him on LinkedIn. 

Connect with the hosts:
👉 Barb VanSomeren: https://www.linkedin.com/in/barbvansomeren/
👉 Alec Cheung: https://www.linkedin.com/in/aleccheung/

Connect with the Podcast Manager
👉 Cinthya Zeledón: https://www.linkedin.com/in/cinthyazeledon/

Explore the video content of each podcast episode on YouTube

Want to be a guest on The Marketing Share Podcast?  Send us your bio and proposed interview topic to [email protected], and our Podcast Manager will get back to you. 

How can loyalty programs become your most powerful tool for growth and retention?

In this episode of The Marketing Share, hosts Barb Van Someren and Alec Cheung sit with Rob Reid, a leader in B2B retention and loyalty programs, managing over $200 million in business for hearing and audiology practices.

Rob shares how he scaled Sonova’s loyalty program from 100 to nearly 900 members and reveals why retention is the ultimate growth strategy in today’s market.

Rob dives into the evolution of loyalty programs—from traditional rewards to data-driven, value-added services—and explains how personalization and customer engagement are reshaping the loyalty landscape. He highlights how B2B companies can build “partnership programs” that prioritize customer success over discounts, driving long-term relationships and repeat business.

You’ll learn:

- Why loyalty programs are no longer just about points and perks
- How B2B brands can create loyalty without relying on discounts
- The importance of listening to your customers and adapting fast
- Simple, cost-effective ways small businesses can implement loyalty strategies

If you’re looking to strengthen customer relationships, improve retention, and turn loyalty into a growth engine, this episode is packed with insights you can put into action.

Connect with the hosts:
👉 Barb VanSomeren: https://www.linkedin.com/in/barbvansomeren/
👉 Alec Cheung: https://www.linkedin.com/in/aleccheung/

Connect with the Podcast Manager
👉 Cinthya Zeledón: https://www.linkedin.com/in/cinthyazeledon/

Explore the video content of each podcast episode on YouTube

Want to be a guest on The Marketing Share Podcast?  Send us your bio and proposed interview topic to [email protected], and our Podcast Manager will get back to you. 

What does it take for a new marketing leader to succeed in the first 90 days?

In this episode of The Marketing Share, hosts Alec Cheung and Barb VanSomeren tackle the pivotal early weeks of a marketing leadership role—from setting a pre-start game plan and conducting thorough “forensics,” to managing leadership expectations and quickly identifying performance gaps. 

They draw on personal experiences to share actionable strategies for building trust with stakeholders, understanding the customer journey, and avoiding costly “random acts of marketing.”

Barb and Alec also discuss the importance of cross-functional collaboration—whether it’s ensuring visibility into current processes, linking marketing efforts to revenue goals, or defining what success truly looks like for the team. 

Along the way, they highlight how small changes can have a big impact, from refining messaging for a more cohesive brand to establishing a strong relationship with sales.

If you’re looking for a roadmap to guide your first three months on the job and set yourself up for ongoing success, this episode is packed with insights you can put into practice right away.

Connect with the hosts:
👉 Barb VanSomeren: https://www.linkedin.com/in/barbvansomeren/
👉 Alec Cheung: https://www.linkedin.com/in/aleccheung/

Connect with the Podcast Manager
👉 Cinthya Zeledón: https://www.linkedin.com/in/cinthyazeledon/

Explore the video content of each podcast episode on YouTube

Want to be a guest on The Marketing Share Podcast?  Send us your bio and proposed interview topic to [email protected], and our Podcast Manager will get back to you. 

In this episode of The Marketing Share Podcast, co-hosts, Alec Cheung and Barb VanSomeren, chat with Haley Exum about the importance of sales enablement.

Haley shares her unique career journey and explains why sales and marketing need to work together more than ever.

Together they dive into the essential role of sales training and why small businesses should be focusing on the right tools to level up their sales game.

They also talk about how creating real, authentic connections within teams can drive success, and why leadership plays a huge part in making sales enablement work.

Whether you're in a small business or a growing company, this episode is packed with tips and strategies that will help you build a stronger, more effective sales team and improve your overall business growth.

Tune in for practical advice on everything from team collaboration to customer engagement and marketing automation.

Connect with the hosts:
👉 Barb VanSomeren: https://www.linkedin.com/in/barbvansomeren/
👉 Alec Cheung: https://www.linkedin.com/in/aleccheung/

Connect with the Podcast Manager
👉 Cinthya Zeledón: https://www.linkedin.com/in/cinthyazeledon/

Explore the video content of each podcast episode on YouTube

Want to be a guest on The Marketing Share Podcast?  Send us your bio and proposed interview topic to [email protected], and our Podcast Manager will get back to you.