C-Suite Secrets

Heather Parsons
  • 5.0 (5)
  • Entrepreneurship
  • Updated Weekly

C-Suite Secrets is the go-to podcast for entrepreneurs ready to scale smarter and lead stronger. Hosted by Heather Parsons—Fractional CFO, business strategist, and real estate investor—each episode features candid conversations with high-performing founders and C-suite executives. Get real-world strategies on cash flow, operations, leadership, and growth from experts who’ve been in the trenches. It’s not just theory—it’s the secrets behind sustainable success.

  1. 5d ago ·  Video

    How to Build a Business That Doesn't Depend on You: Systems, AI & Exit Strategy

    What happens when your business gets busy enough that you stop marketing, stop documenting processes, and stop thinking about what happens next? Eventually, the pipeline slows down, the business becomes dependent on you, and you find yourself starting over. In this episode of C-Suite Secrets, Heather Parsons sits down with entrepreneur and media technology strategist Shelley Stansfield, who shares lessons from more than 37 years in business, beginning in political cable advertising and evolving into sophisticated media, data, and technology solutions. Shelley explains why working harder isn't necessarily the answer to growing a business and how entrepreneurs can build systems that create consistency, visibility, and long-term business value. Bio:   Shelley Stansfield: Small Business Champion   Part tech translator and part seasoned entrepreneur, Shelley Stansfield has spent nearly four decades making sure local businesses (large and small) don't stay the "best-kept secret" in their own backyards. Since starting in 1988, she’s lived the real-world founder’s life—weathering the "feast or famine" cycles and balancing the daily grit of doing the work with the constant need to find the next job.   Shelley is a firm believer that there is no high-tech future without a high-functioning present. As she puts it:   "While the rest of the world is staring at screens, home service pros are the people actually keeping the lights on, the water running, and the doors open. They are the foundation that makes everyone else's success possible."   As the Co-Founder of Centriply, Shelley has dedicated her career to leveling the playing field. She’s turned high-level ad tech into a simple, precision tool for harnessing the power of large scale media, giving everyone the same data-driven speed usually reserved for global giants. She joins us today for some "real talk" about the journey of scaling, the hard-earned wisdom of keeping clean books from day one, and how to build the systems that finally protect a founder’s time. Shelley is battle-tested, tech-forward, and forever: Unique. Resilient. Scrappy.  To connect with our guest, click on the links below: https://www.centriply.com/about-us/  https://www.youtube.com/@centriply www.linkedin.com/in/shelley-stansfield-003577285 https://www.linkedin.com/company/centriply MARKETING RESOURCES: https://blog.centriply.com/-tv-advertising-resources LOCAL GROCERY OR RETAIL CAMPAIGNS: https://app.hubspot.com/api/filemanager/api/v2/files/208406719843/signed-url-redirect?portalId=2082047 HEALTHCARE LOCATIONS: https://2082047.fs1.hubspotusercontent-na1.net/hubfs/2082047/case%20studies%20for%20follow%20up/Centriply%20HealthCampaign%202025.pdf MOVIE THEATERS AND EVENT LOCAITONS: https://2082047.fs1.hubspotusercontent-na1.net/hubfs/2082047/case%20studies%20for%20follow%20up/Centriply_Theatrical%20an%20VOD%202025.pdf DRIVING TOURISM: https://2082047.fs1.hubspotusercontent-na1.net/hubfs/2082047/case%20studies%20for%20follow%20up/Centriply.1page.%20Tourism_2025v2.pdf   Connect with me:  https://www.linkedin.com/in/heather-parsons-cfo/   Join the C-Suite Insiders Group:  https://www.facebook.com/groups/csuiteinsiders Ready to finally understand your numbers & access the capital you need to grow?  Join me in OneRoom:  https://oneroomhq.com/boardroom-opt-in 🎁Get your free checklist to Turn Your Business Success into Lasting Wealth  https://info.thesummitcfo.com/investment-readiness-checklist

  2. Sep 1 ·  Video

    The Digital Revenue Gap: How Manufacturers Leave Millions on the Table

    In this episode of C-Suite Secrets, Heather Parsons sits down with Ethan Giffin, CEO and founder of B2B eCommerce Agency, for a candid conversation about what two decades of entrepreneurship actually teaches you. Ethan shares his journey from haggling over yard-sale nickels at eight years old to running an agency where projects now average half a million dollars, and unpacks the pivotal decision to niche down and serve mid-market manufacturers and distributors building digital revenue channels.   The conversation digs into why there's no profitable middle ground in business, and why you should aim to be either the cheapest at volume or the specialized top ten percent. Ethan explains how he intentionally took on half the projects to serve clients better, why he now begins every engagement with a paid three-week diagnostic workshop, and how his signature three-year system moves manufacturers from zero digital revenue to ten or twenty percent of total sales through private buyer portals. Heather and Ethan also explore the real cost of legacy inefficiency, from fifty-dollar call-in orders versus five-dollar online orders, to fax machines sitting next to IoT-retrofitted factory equipment. Ethan makes the case for transparency as a growth strategy, the importance of a repeatable signature process, and why unplugging and taking real vacations makes you more creative, not less. He closes with the lesson that mattered most: entrepreneurship is lonely, and finding your tribe changes everything. Bio:   Ethan Giffin founded his agency in 2007 with a broad mandate and a lot of ambition. Two decades later, he has done what most founders only talk about: picked a specific lane, built deep expertise in it, and turned that expertise into a consulting practice, a summit, and a book. As Founder and CEO of The B2B eCommerce Agency, he works with mid-market Manufacturers and distributors, and his book Closing the Digital Revenue Gap distills everything he learned the hard way.   Ethan has spent two decades making the hard calls most founders avoid: going narrow when the easier path was to stay broad and rebuilding when things stopped working. He also runs a second business most people never see coming. As DJ Opie, he has produced high-end nonprofit galas since the age of 16, with a full production operation that has run alongside his agency career for over thirty years   To connect with our guest, click on the links below: https://www.linkedin.com/company/b2becommerceagency/ https://www.linkedin.com/in/ethangiffin/ https://b2becommerceagency.com/ https://ethangiffin.com/ 🎁https://b2becommerceagency.com/free-consultation/   Connect with me:  https://www.linkedin.com/in/heather-parsons-cfo/   Join the C-Suite Insiders Group:  https://www.facebook.com/groups/csuiteinsiders   Ready to finally understand your numbers & access the capital you need to grow?  Join me in OneRoom:  https://oneroomhq.com/boardroom-opt-in 🎁Get your free checklist to Turn Your Business Success into Lasting Wealth  https://info.thesummitcfo.com/investment-readiness-checklist

  3. Aug 25 ·  Video

    Leads vs. Pipeline: The Only Marketing Metric You Should Judge with Tom Shapiro

    In this episode of C-Suite Secrets, Heather Parsons sits down with Tom Shapiro, CEO of Stratabeat, an organic growth agency serving B2B technology and software companies. Tom shares the through line that has driven every business he has grown, including taking one agency from twelve million to seventy-five million in annual revenue in five years: relentless focus on the customer instead of yourself. He explains why talking about your own technology and methodology kills sales, and why going deep on a narrow audience beats going broad every time. The conversation moves into where marketing is headed as AI reshapes search. Tom makes the case that Google is not dying but evolving, and that winning today means integrating traditional SEO with visibility inside the LLMs like Claude, ChatGPT, and Gemini. He walks through the practical mechanics of getting cited by AI, from structuring content with clean headings and summaries to adding FAQs written in conversational language, and he separates the real value of Reddit from the hype. Tom also gets candid about how to vet a marketing agency, the metrics that actually matter versus the ones that only sound impressive, and how long organic marketing really takes to show results. He closes with the lesson he wishes he had learned sooner: delegate early, build SOPs, and stop being the bottleneck in your own business. Bio:   Tom Shapiro is CEO of Stratabeat, a B2B organic growth agency. Stratabeat’s services include SEO, GEO, content marketing, web design, analytics, and conversion optimization.    Through his career, Tom has developed marketing strategies for market leaders such as Intel, AT&T, GE, Hewlett-Packard, Genesys, Appfolio, and Freshworks. Passionate about the application of neuroscience and behavioral intelligence to marketing, Tom has been published on these topics in Chief Marketer, CMO.com, CNN.com, Fast Company, Forbes, HubSpot Blog, MarketingProfs, among others.   Previously, as Director of Digital Strategy at iProspect, he helped fuel annual revenue growth from $12 million to $75 million in five years.   Tom is the author of the books “Rethink Lead Generation” and “Rethink Your Marketing,” both available on Amazon.   To connect with our guest, click on the links below: https://www.linkedin.com/company/stratabeat-inc-/ https://www.linkedin.com/in/tomshapiro/ https://stratabeat.com/   Connect with me:  https://www.linkedin.com/in/heather-parsons-cfo/   Join the C-Suite Insiders Group:  https://www.facebook.com/groups/csuiteinsiders   Ready to finally understand your numbers & access the capital you need to grow?  Join me in OneRoom:  https://oneroomhq.com/boardroom-opt-in 🎁Get your free checklist to Turn Your Business Success into Lasting Wealth  https://info.thesummitcfo.com/investment-readiness-checklist

  4. Aug 18 ·  Video

    9 Traits of High Performing Companies That Drive Business Growth

    In this episode of C-Suite Secrets, Heather Parsons sits down with entrepreneur, branding strategist, and Circle S Studio founder Susan Quinn to explore what separates high-performing companies from businesses that simply stay busy. Susan shares lessons from more than four decades in business, including why entrepreneurs need to stop trying to do everything themselves, how the right people and mentors can accelerate growth, and why strong brands are built on guiding principles rather than just logos and colors. The conversation dives into the importance of core values, company culture, ideal client positioning, niching, data, quality, and strategic decision-making. Susan also explains why businesses often struggle with too many initiatives, unclear priorities, and a failure to address difficult conversations. She shares insights from her book Does Your Business Show Up and Stand Out?, including traits she has identified in high-performing companies, and offers a powerful reminder for entrepreneurs: start thinking about succession and your exit strategy much earlier than you think you need to. Bio:   Susan Quinn is the founder and CEO of circle S studio, a strategic branding, marketing, and consulting firm based in Richmond, Virginia. For more than four decades, she has helped Fortune 500 companies, national brands, regional organizations, and privately held businesses strengthen their brands, elevate employee and client experiences, and drive sustainable growth. She is the author of Does Your Business Show Up or Stand Out?, a certified executive coach, and host of the podcast Better Experiences by Design. Working closely with CEOs and leadership teams, Susan helps align strategy, culture, brand, and communication to create experiences that fuel long-term success. To connect with our guest, click on the links below: https://www.linkedin.com/in/susanquinn01/ https://circlesstudio.com/ 🎁https://circlesstudio.com/does-your-business-show-up-or-stand-out/   Connect with me:  https://www.linkedin.com/in/heather-parsons-cfo/   Join the C-Suite Insiders Group:  https://www.facebook.com/groups/csuiteinsiders   Ready to finally understand your numbers & access the capital you need to grow?  Join me in OneRoom:  https://oneroomhq.com/boardroom-opt-in 🎁Get your free checklist to Turn Your Business Success into Lasting Wealth  https://info.thesummitcfo.com/investment-readiness-checklist

  5. Aug 11 ·  Video

    Praying for Referrals Is Not a Marketing Plan: Building Real Growth Systems

    In this episode of C-Suite Secrets, host Heather Parsons sits down with Tom Mirabella, founder of Wingman, a full service marketing agency he has grown over seventeen years from a solo operation into a team of twenty five serving hundreds of small businesses. Tom shares the mindset shifts that carried him out of corporate America and into building a company now expanding through franchising. The conversation digs into what it really means to be wired for entrepreneurship, from treating every setback as a stepping stone to getting comfortable being uncomfortable. Tom opens up about the early hustle of wearing every hat in the business and the pivotal decision to hire people smarter than him at the things he dreaded, including bringing on a chief operating officer who transformed how the back office runs. Heather and Tom explore the leadership philosophy behind giving your team the power to make decisions and have their calls backed, why becoming the bottleneck stalls growth, and how a one three five framework helps employees map their goals across work and life. They also get into the marketing and financial realities that trip up so many founders, including the danger of treating referrals as a strategy, the importance of a real business plan and pro forma, and why lifestyle creep can quietly starve a business. Whether you are just starting out or scaling a growing team, this episode delivers practical wisdom on delegation, financial discipline, and building a business designed to outlast the daily grind. Bio:   Tom Mirabella is the founder and CEO of Wingman, a full-service marketing company he started at his kitchen table in 2009. Wingman has grown into a team of more than 20 employees, eight locations, and a developing franchise, Wingman Franchise. Tom is passionate about helping small businesses grow, building a strong company culture, creating opportunities for entrepreneurs, and giving back through the Wingman Foundation.   To connect with our guest, click on the links below: Website: https://wingmanplanning.com/ Tom FB: https://www.facebook.com/tmirabella1/ Tom IG: https://www.instagram.com/wingman_tom Tom LinkedIn: https://www.linkedin.com/in/tommirabella/ Tom TikTok: https://www.tiktok.com/@wingman_tom?_r=1&_t=ZP-97oGfDX4J15   Wingman FB: https://www.facebook.com/wingmanplanning/ Wingman IG: https://www.instagram.com/wingmanplanningllc?igsh=MTYwbjc3ODhxZ2Rhdg%3D%3D&utm_source=qr Wingman LinkedIn: https://www.linkedin.com/company/wingman-planning/?viewAsMember=true Wingman TikTok: https://www.tiktok.com/@wingmanplanning?_r=1&_t=ZP-97oGfQGT2nX Wingman YouTube: https://www.youtube.com/@wingmanplanning Wingman Franchise IG: https://www.instagram.com/wingmanfranchise Wingman Franchise FB: https://www.facebook.com/wingmanfranchise/ Wingman Franchise LinkedIn: https://www.linkedin.com/company/wingman-franchise/?viewAsMember=true   Connect with me:  https://www.linkedin.com/in/heather-parsons-cfo/   Join the C-Suite Insiders Group:  https://www.facebook.com/groups/csuiteinsiders   Ready to finally understand your numbers & access the capital you need to grow?  Join me in OneRoom:  https://oneroomhq.com/boardroom-opt-in 🎁Get your free checklist to Turn Your Business Success into Lasting Wealth  https://info.thesummitcfo.com/investment-readiness-checklist

  6. Aug 4 ·  Video

    How to Build a Business That Creates Freedom Instead of Another Job with Scott Jones

    Building a Business That Creates Freedom Instead of Another Job with Scott Jones What separates a business that creates lasting wealth from one that simply creates another demanding job? In this episode of C Suite Secrets, Heather Parsons sits down with franchise expert Scott Jones, who has spent more than 30 years helping entrepreneurs evaluate, build, and scale businesses. Having worked as a franchisor, franchisee, executive, consultant, and investor, Scott shares the lessons he's learned from every side of business ownership. The conversation explores why choosing the right business model matters, how to evaluate franchise opportunities beyond the marketing materials, and why most entrepreneurs should think about their exit strategy long before they ever plan to sell. Scott also explains what private equity firms are looking for, why documented systems dramatically increase business value, and how emotional resilience often becomes the deciding factor between businesses that thrive and those that struggle. Whether you're considering buying a franchise, scaling your current company, or building a business that creates generational wealth, this episode offers practical insights that every business owner can apply. Bio: Meet Scott Jones Think of Scott as your personal franchise matchmaker, helping you realize your goals without the risks of the unknown attached. To connect with our guest, click on the links below: https://Franchiseguidegroup.com  🎁https://connect.franchiseguidegroup.com/css    Connect with me:  https://www.linkedin.com/in/heather-parsons-cfo/   Join the C-Suite Insiders Group:  https://www.facebook.com/groups/csuiteinsiders Ready to finally understand your numbers & access the capital you need to grow?  Join me in OneRoom:  https://oneroomhq.com/boardroom-opt-in 🎁Get your free checklist to Turn Your Business Success into Lasting Wealth  https://info.thesummitcfo.com/investment-readiness-checklist

  7. Jul 28 ·  Video

    How Data Driven Marketing Helps Businesses Scale Faster

    Stop Guessing. Start Measuring.   What if the biggest problem with your marketing isn't your ads...it's the fact that you're measuring the wrong things? In this episode of C Suite Secrets, Heather Parsons sits down with Andy Janaitis, founder of PPC Pitbulls, to discuss why successful marketing starts with strategy, measurement, and understanding the data behind every decision. Drawing from his background in engineering and data science, Andy explains why too many businesses invest in Google Ads and Meta Ads without first defining what success actually looks like. Instead of chasing clicks, impressions, and other vanity metrics, he shares the key performance indicators that truly determine whether your marketing is profitable. Heather and Andy also explore why authentic relationships continue to outperform shortcuts, how AI should support rather than replace human connection, and why referrals alone are no longer enough to build a predictable growth engine. Whether you're investing in paid advertising for the first time or looking to improve your marketing ROI, this episode delivers practical insights that every business owner can apply immediately.   Bio:   Andy Janaitis started his career as an industrial engineer, not a marketer. That background shapes everything about how he runs PPC Pitbulls: find the waste, fix the system, then scale what works. He built the agency three months before his first child was born, on the strength of a colleague’s challenge and a belief that manufacturers deserved better than the generic digital advice being sold to them.   After a decade managing millions in ad spend across ecommerce and B2B, Andy turned his focus to the companies he understands best: manufacturers, distributors, and technical service businesses whose buyers are already researching, comparing, and building vendor shortlists online before anyone picks up the phone. Companies that make great products, but are invisible where it counts. He fixes that. On podcasts and stages, Andy skips the buzzwords, shares real experiments, and shows exactly where marketing systems quietly leak profit.   To connect with our guest, click on the links below:  https://ppcpitbulls.com  https://www.linkedin.com/in/andyjanaitis/   Connect with me:  https://www.linkedin.com/in/heather-parsons-cfo/   Join the C-Suite Insiders Group:  https://www.facebook.com/groups/csuiteinsiders Ready to finally understand your numbers & access the capital you need to grow?  Join me in OneRoom:  https://oneroomhq.com/boardroom-opt-in 🎁Get your free checklist to Turn Your Business Success into Lasting Wealth  https://info.thesummitcfo.com/investment-readiness-checklist

  8. Jul 21 ·  Video

    How AI Is Changing Podcast Marketing and Business Visibility with Tom Schwab

    Show Notes:       Most business owners still think podcasting is about getting more downloads, more followers, or more exposure. Tom Schwab believes that's the wrong strategy. In this episode of C Suite Secrets, Heather Parsons sits down with the founder of Interview Valet to explore how podcast guesting has evolved from a branding tactic into one of the most powerful ways to build trust with both buyers and artificial intelligence. Tom explains why podcasts have become one of AI's preferred sources of authentic human content, why reputation matters more than reach, and why entrepreneurs who continue chasing vanity metrics risk being left behind. Together, Heather and Tom discuss how to build authority intentionally, create content that resonates with ideal clients, and position your business to become the recommendation AI makes when buyers ask for help. Bio:    Have you noticed marketing is getting more efficient at things that are less effective? Funnels, hacks, and ads dominate the digital world, but they rarely win trust. Tom Schwab says the real opportunity isn’t one funnel away it’s one conversation away. Known as the Godfather of Podcast Interview Marketing, Tom has helped over 1,500 thought leaders grow their businesses by leveraging the power of podcast interviews. Get ready to discover how conversations, not campaigns, can transform your brand, your marketing, and your results.   To connect with our guest, click on the links below: https://www.linkedin.com/in/iamtomschwab/ https://www.facebook.com/IAmTomSchwab/ https://www.youtube.com/@interviewvalet https://www.instagram.com/interview_valet https://www.tiktok.com/@interview.valet/   Connect with me:  https://www.linkedin.com/in/heather-parsons-cfo/ https://heatherparsons.com/links   Join the C-Suite Insiders Group:  https://www.facebook.com/groups/csuiteinsiders Ready to finally understand your numbers & access the capital you need to grow?  Join me in OneRoom:  https://oneroomhq.com/boardroom-opt-in 🎁Get your free checklist to Turn Your Business Success into Lasting Wealth  https://info.thesummitcfo.com/investment-readiness-checklist

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About

C-Suite Secrets is the go-to podcast for entrepreneurs ready to scale smarter and lead stronger. Hosted by Heather Parsons—Fractional CFO, business strategist, and real estate investor—each episode features candid conversations with high-performing founders and C-suite executives. Get real-world strategies on cash flow, operations, leadership, and growth from experts who’ve been in the trenches. It’s not just theory—it’s the secrets behind sustainable success.

Information

  • Creator
    Heather Parsons
  • Years Active
    2025 - 2026
  • Episodes
    70
  • Rating
    Clean
  • Copyright
    © Copyright 2025 All rights reserved.
  • Show Website
    C-Suite Secrets