C-Suite Secrets

Heather Parsons
  • 5.0 (3)
  • ENTREPRENEURSHIP
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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. 17H AGO ·  VIDEO

    Investor Marketing Is the Missing Link in Your Capital Raise

    Show Notes:   In this episode of C Suite Secrets, host Heather Parsons sits down with Jason Fishman, a leading expert in investor marketing and capital raising strategy. Jason shares how founders can shift their mindset from simply raising money to building a scalable marketing engine that attracts investors consistently. Jason explains why most fundraising efforts fail due to a lack of structured marketing, not a lack of opportunity. He breaks down how digital campaigns, content funnels, and strategic outreach can drive both investor acquisition and brand momentum. The conversation dives into different capital raising pathways including Regulation D, Regulation CF, and Regulation A plus, highlighting how each model works and when to use them. Jason also unpacks the importance of traffic, conversion rates, and social proof in building a successful raise. Heather and Jason discuss the emotional and strategic side of investing, emphasizing that investors are driven by trust, excitement, and belief in the founder just as much as financial return. They also cover common mistakes founders make when they are under pressure to raise capital, including giving up too much equity or failing to plan for long term growth. Jason introduces his eight point marketing framework, a structured approach to planning and executing a successful investor campaign. He emphasizes that preparation, consistency, and visibility are the key drivers of success. The episode wraps with actionable advice for founders who are planning to raise capital in the future, including building partnerships early, creating a strong marketing foundation, and understanding the full investor journey.   Bio:   Jason Fishman is the CEO of Digital Niche Agency, a marketing firm specializing in investor acquisition for equity crowdfunding campaigns. Over the past decade, Jason and his team have helped more than 500 startups raise nine figures in capital through strategic digital marketing. Jason is also the host of the Test Optimize Scale podcast, where he interviews founders and growth leaders about the strategies behind building and scaling companies.   To connect with our guest, click on the links below: https://www.linkedin.com/in/jafishman/ http://digitalnicheagency.com https://www.youtube.com/@DigitalNicheAgency   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   🎁Get your free checklist to Turn Your Business Success into Lasting Wealth  https://info.thesummitcfo.com/investment-readiness-checklist

    41 min

  2. MAR 24 ·  VIDEO

    Think like a CFO: What Profit Is Actually Telling You

    Think Like a CFO: What Profit Is Actually Telling You  Most business owners think profit will tell them if things are working. CFOs know better. In this episode of C-Suite Secrets, Heather Parsons breaks down what it actually means to think like a CFO—even if you don’t have a finance background. Because here’s the truth: Profit isn’t something you manage in real time. It’s the result of decisions that have already been made. If you’re waiting on profit to tell you what’s working, you’re already behind. Heather walks through how CFOs actually look at revenue, cost, and decision-making—focusing on what creates profit, not just the number itself. You’ll learn how to break down your offers, identify where money is being lost, and start making decisions that make your business more profitable and easier to run. This is the shift from operator to financially minded CEO. What You’ll Learn Why profit is a result, not a strategy Why more revenue won’t fix a broken model The difference between tracking numbers and understanding them How to break down your offers to see what’s actually profitable The 5 key areas that drive profit before it shows up Why founders become the bottleneck (and how to spot it) How to identify where money is being made—and where it’s being lost The one question to simplify your decisions: What would make this business easier to run? Chapters 00:00 Introduction to C-Suite Secrets 00:44 Understanding Your Business Finances 01:43 The Role of Profit in Business 05:41 Shifting Perspectives: Thinking Like a CFO 07:14 Top Areas to Improve Profitability 11:30 Making Informed Decisions for Profit   💬 Connect with Heather LinkedIn: https://www.linkedin.com/in/heather-parsons-cfo/ All Links: https://heatherparsons.com/links 👥 Join the C-Suite Insiders Community https://www.facebook.com/groups/csuiteinsiders 🎁 Free Resource Turn Your Business Success into Lasting Wealth Investment Readiness Checklist: https://info.thesummitcfo.com/investment-readiness-checklist

    13 min

  3. MAR 17 ·  VIDEO

    Delegate and Elevate How Smart Founders Build Scalable Companies

    Show Notes: In this episode of C-Suite Secrets, host Heather Parsons sits down with entrepreneur JP Revel to discuss the realities of building and scaling a business. JP shares how an unexpected layoff early in his career pushed him toward entrepreneurship and how that moment reshaped his perspective on job security and risk. JP walks through his journey from IT professional to freelancer to founder of a software development company. Along the way he learned the hard truth that technical expertise does not automatically translate into business leadership. One of his biggest breakthroughs came from learning the concept of “delegate and elevate,” recognizing that founders often become the bottleneck in their own businesses. The conversation explores the challenges founders face when transitioning from doing the work to leading a team. JP shares how reading The E-Myth helped him realize he needed to step away from writing code in order to truly grow his company. JP also shares the story behind launching his second company, Major Major Marketing, which was inspired by his experience working with talent in the Philippines during the pandemic. What began as hiring virtual assistants evolved into a mission driven marketing agency focused on creating opportunities for Filipino professionals while reinvesting profits into local communities. Heather and JP discuss how meaningful work, strong culture, and fair treatment of global teams can create both social impact and stronger business outcomes. The episode also dives into practical insights around marketing ROI, founder mindset, and the importance of community for entrepreneurs. JP emphasizes that marketing success rarely happens overnight and typically requires sustained effort over a year to properly measure results. Throughout the conversation, both Heather and JP stress the importance of surrounding yourself with experts, peer groups, and mentors who help you grow as a leader and avoid the isolation many founders experience.   Bio:   I've been doing this at Lelander since 2010. Prior to that, I spent over a decade as a solo freelancer mostly working with agencies. Then add another decade of working at top agencies across the country in technology. No wonder I'm mostly bald - I already pulled out my hair so you don't have to! To connect with our guest, click on the links below: https://www.linkedin.com/in/jprevel/ http://lelander.com MajorMajor.Marketing 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   🎁Get your free checklist to Turn Your Business Success into Lasting Wealth  https://info.thesummitcfo.com/investment-readiness-checklist

    40 min

  4. MAR 10 ·  VIDEO

    The Real ROI of Content and Community with Kevin Maude

    Show Notes: In this episode of C-Suite Secrets, host Heather Parsons sits down with entrepreneur and agency leader Kevin Maude to unpack what it really takes to build, pivot, and sustain a business over the long term. Kevin shares his 30 plus year entrepreneurial journey, from launching early digital initiatives to running a 22 year video production company and evolving into a results driven marketing agency model. He explains how lowering barriers to entry in video production forced a strategic pivot and why agencies must adapt quickly to shifting market economics. A central theme of the conversation is measurable ROI. Kevin outlines how his team builds strategy first by defining objectives, key metrics, and engagement benchmarks. Rather than focusing on vanity metrics like likes and views, he emphasizes community growth, meaningful engagement, and conversion driven alignment as true indicators of success.   Bio:   Kevin Maude is an entrepreneur and content strategist who helps brands turn connection into growth. With more than 30 years in media, marketing, and technology, he builds authority-driven content engines for modern businesses. Kevin is the founder of West Coast Content Company, where he develops platforms like ThoughtVoice, PulseIQ and TrustReel that help brands transform ideas, expertise, and customer voices into content that builds trust and drives revenue.   To connect with our guest, click on the links below: https://westcoastcontent.com/   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 🎁Get your free checklist to Turn Your Business Success into Lasting Wealth  https://info.thesummitcfo.com/investment-readiness-checklist

    34 min

  5. MAR 3 ·  VIDEO

    Branding Beyond Logos The Strategy Most Founders Miss with Barbara Stephenson

    Show Notes: In this episode of C-Suite Secrets, host Heather Parsons sits down with Barbara O Stephenson, Agency Principal of 300FeetOut, for a candid conversation about branding, leadership, AI, and building a resilient business. Barbara shares her journey from COO to entrepreneur after acquiring the agency during a recession. She opens up about the mindset shift required to move from executing someone else’s vision to creating her own and the lessons she learned while scaling the company through economic downturns and the pandemic. A core theme of the episode is clarity. Barbara explains that branding is not a logo or color palette but the strategic foundation of a business. Without clarity on vision, values, and audience, companies struggle to differentiate and convert. She introduces her four hour Brand Sprint process and explains how founders can gain strategic clarity before investing in design and messaging. The conversation also explores the rapid evolution of search from SEO to AI driven discovery including AEO and GEO. Barbara breaks down what business owners need to focus on to remain visible including technical website foundations, structured writing, keyword strategy, and building authority across platforms. Heather and Barbara discuss the responsible use of AI in marketing. Barbara emphasizes that AI is an augmenter, not a replacement. When properly trained, it amplifies expertise. When misused, it magnifies confusion and produces generic content. Authenticity and voice remain irreplaceable assets. The episode concludes with insights on financial discipline, shifting from project based revenue to retainers for stability, navigating COVID in a dense market like San Francisco, and the importance of staying aligned with your values instead of chasing trends.   BIO:   Barbara sets the bar high for helping clients build authentic brand-centric interactions that are hard-hitting and impactful in the marketplace. With a focus on basic brand authenticity and how it needs to incorporate inclusion and accessibility, Barbara’s tenure has included work with SAP, Visa, and Roche/Genentech, as well as various venture capital, finance, and biotech firms. Her work in travel and lifestyle means she has worked with a multitude of lifestyle and arts organizations, technology startups, and hospitality clients on all levels of their projects from strategy to project management. She has served as the Director of Marketing and Communications for the NorCalHSAMI board, as Vice Chair of the Visual Media Alliance (VMA), has been a WebAward Judge for 10 years, and is a part of WPO, Provisors, AMA, and AIGA organizations. To connect with our guest, click on the links below: http://300feetout.com https://www.linkedin.com/in/barbaraostephenson/ https://www.linkedin.com/company/300feetout  https://www.instagram.com/300feetout/?hl=en   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 🎁Get your free checklist to Turn Your Business Success into Lasting Wealth  https://info.thesummitcfo.com/investment-readiness-checklist

    36 min

  6. FEB 24 ·  VIDEO

    How to Turn Recruiting Into a Revenue Driver with Perfect Hire

    In this episode of C Suite Secrets, host Heather Parsons sits down with Matt Schalsey, founder of Perfect Hire, to break down what is actually broken in recruiting and how founders can rethink hiring, headcount strategy, and ROI. Matt shares his journey from entrepreneurial kid selling pencils to HR tech founder building a next generation applicant tracking system. The conversation dives into why recruiting has historically been treated as a cost center, how AI should actually function in HR, and what founders get wrong about culture, hiring, and talent planning. This is a tactical discussion for operators who want clarity, efficiency, and measurable impact from every hire.   Bio:   Matt Schalsey is the CEO and founder of Perfect Hire, the people-first talent platform helping companies hire smarter and faster with AI-powered tools and human-first processes. A lifelong sales and recruiting leader, Matt’s on a mission to fix broken hiring systems and put people back at the heart of talent acquisition.   To connect with our guest, click on the links below: http://www.theperfecthire.co https://www.linkedin.com/in/matt-schalsey/ https://www.linkedin.com/company/the-perfect-hire https://www.instagram.com/the.perfect.hire/   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 🎁Get your free checklist to Turn Your Business Success into Lasting Wealth  https://info.thesummitcfo.com/investment-readiness-checklist

    37 min

  7. FEB 17 ·  VIDEO

    Inside the Boardroom: How Lenders Really Evaluate Your Business

    Show Notes:   In this special episode of C Suite Secrets, Heather Parsons announces the launch of OneRoom, a joint venture created in partnership with commercial lending expert Jen West, founder of Wild Fig Commercial Lending. For the first time, listeners are given an inside look at the boardroom, where financial clarity, capital strategy, and executive level decision making come together. Heather and Jen break down a recurring issue they both observe from different sides of the table. Profitable and growing founders are often operating reactively, without a defined capital strategy, without true financial clarity, and without understanding how lenders assess risk. This episode explores the difference between reactive operators and financially minded CEOs, and why clarity, structure, and mindset ultimately determine whether capital becomes a strategic advantage or a financial burden.   Bio:   Jen West is the CEO and founder of Wild Fig Commercial Lending, a commercial lending strategist, real estate investor, and creative finance expert with more than a decade of experience.   To connect with our guest, click on the links below: Facebook:  https://www.facebook.com/WildFigFinancial/ Website:  http://www.wildfigcommerciallending.com   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 🎁Get your free checklist to Turn Your Business Success into Lasting Wealth  https://info.thesummitcfo.com/investment-readiness-checklist

    28 min

  8. FEB 11 ·  VIDEO

    Think like a CFO: You’re Not Bad at Business — You’re Asking the Wrong Questions

    Most business owners think profit will tell them if things are working. CFOs know better. In this episode of C-Suite Secrets, Heather Parsons breaks down what it actually means to think like a CFO — even if you don’t have a finance background. Because here’s the truth: You don’t need to “fix everything.” You need to see clearly. Heather explains why profit is a result, not a strategy — and why most founders can’t outwork a broken model. If everything runs through you, you don’t have a scaling problem… you have a structure problem. This episode will help you shift from reacting to numbers to interpreting them — so you can make decisions that actually make your business easier to run. This is the identity shift from operator to Financially Minded CEO. 🔑 What You’ll Learn Why profit is the result of effective management — not hustle Why most founders become the bottleneck (without realizing it) The difference between looking at numbers and interpreting them Why you don’t need a financial background to run a strong business The one question that simplifies everything: “What decision would make this business easier to run?” How CFOs see outcomes before they show up Why it’s not about the numbers — it’s about the quality of your questions How to recognize early warning signs before profit drops ⏱️ Episode Chapters 00:00 – Introduction to C-Suite Secrets 00:45 – Understanding Business Finances Like a CFO 01:43 – Money Is More Than Accounting 03:41 – The Emotional Weight of Financial Decisions 05:11 – The Real Role of a CFO 07:23 – Numbers Tell a Story (If You Know How to Read It) 09:02 – Future-Focused Decision Making 11:42 – Profit vs. Result: The Critical Shift 14:14 – The Decisions That Drive Profitability 15:48 – Recognizing Early Warning Signs 16:04 – Thinking Like a CFO 18:53 – Profit Is a Lagging Indicator 💬 Connect with Heather LinkedIn: https://www.linkedin.com/in/heather-parsons-cfo/ All Links: https://heatherparsons.com/links 👥 Join the C-Suite Insiders Community https://www.facebook.com/groups/csuiteinsiders 🎁 Free Resource Turn Your Business Success into Lasting Wealth Investment Readiness Checklist: https://info.thesummitcfo.com/investment-readiness-checklist

    20 min
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5
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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
    50
  • Rating
    Clean
  • Copyright
    © Copyright 2025 All rights reserved.
  • Show Website
    C-Suite Secrets