C-Suite Secrets

Heather Parsons
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  • Entrepreneuriat
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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. -4 j ·  Vidéo

    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

  2. 18 août ·  Vidéo

    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

  3. 11 août ·  Vidéo

    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

  4. 4 août ·  Vidéo

    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

  5. 28 juil. ·  Vidéo

    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

  6. 21 juil. ·  Vidéo

    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

  7. 14 juil. ·  Vidéo

    The Five Key Questions That Reveal If Your Revenue Is Building Or Breaking Your Business

    Show Notes:     In this episode of C Suite Secrets, host Heather Parsons dives into a truth most business owners never hear. More revenue does not automatically mean a better business. Heather has been in boardroom meetings where record quarters marked the start of a company falling apart, not because the numbers were fake, but because the revenue was not good revenue. Heather breaks down why two companies can report the same ten million dollars in annual revenue and be completely different businesses underneath. One is a healthy compounding machine that gets more valuable every year. The other is a ticking time bomb held together by a handful of fragile relationships. Heather also walks through the five signals that separate revenue volume from revenue quality: Predictability. Recurring subscription revenue and multi year contracts are a fundamentally different animal than one off project fees, even when the dollar amounts look identical on your P and L. Margin. Not all dollars cost the same to deliver. Heather shares how companies can grow top line revenue by 30 percent in a year while profitability barely moves, because the growth itself was margin negative. Customer concentration. If losing your top three customers would sink your business, your revenue quality is objectively lower than a company with the same revenue spread across hundreds of customers. Heather shares a firsthand story from a recent acquisition she evaluated where concentrated clients were able to dictate terms. Acquisition cost versus lifetime value. If it costs more to acquire a customer than that customer will ever generate, you are buying a vanity metric. This quietly kills more companies than almost anything else, and it always gets exposed during a sale, funding round, or investor review. Churn and retention. Revenue that walks out the door in six months is not the same as revenue that sticks around for six years. Constantly replacing lost customers drains your team and your margins.   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

  8. 23 juin ·  Vidéo

    How Data and Culture Drive Business Success with John C. Scott

    Show Notes:   What separates companies that scale successfully from those that struggle? In this episode of C Suite Secrets, Heather Parsons sits down with John Scott, CPA and Virtual CFO at Anders, to discuss the financial principles, leadership lessons, and growth strategies that have helped transform a 50 person accounting firm into a nationwide organization with more than 500 team members. Drawing from decades of experience, John shares how business leaders can use data, cash flow forecasting, culture, and long term thinking to create sustainable success. The conversation also explores AI's impact on accounting, private equity trends, talent retention, and common tax mistakes entrepreneurs should avoid. To connect with our guest, click on the links below: https://www.linkedin.com/in/john-c-scott-cpa/ https://anderscpa.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 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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À propos

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.

Informations

  • Création
    Heather Parsons
  • Années d’activité
    2025 - 2026
  • Épisodes
    68
  • Classification
    Tous publics
  • Copyright
    © Copyright 2025 All rights reserved.
  • Site web de l’émission
    C-Suite Secrets