CMOs Without Borders

Joel Crampton
  • ٥٫٠ (١)
  • تسويق

Welcome to CMOs Without Borders — the podcast where two seasoned marketing leaders with decades of experience from opposite sides of the border cut through the noise and get real about what actually drives growth in financial services. Hosted by fractional CMOs Joel Crampton, founder of CMO/Alpha (U.S.), and Mandy MacPhee, founder of illumination (Canada), this show explores the strategic marketing moves that help RIAs, fintechs, credit unions, and financial brands thrive — regardless of size, structure, or postal code. We bring different lenses to the mic: U.S. vs. Canada, Fintech vs. Institutional, Independent firms vs. Enterprise marketing But we’re united by one mission: helping you build a smarter, more strategic marketing function that actually drives results — not just more activity. Each episode delivers candid conversations, real-world examples, and field-tested insights to help you: - Align your marketing with business goals - Outperform the competition without wasting time or budget - Gain the clarity and confidence to lead — or delegate — marketing that works If you’re a financial advisor, fintech founder, credit union exec, or marketing leader in the financial space, this is your “no-fluff, behind-the-scenes look” at what works — and what doesn’t.

  1. ٨ فبراير

    The Culture Advantage –⁠ From Client Trust to Firm Growth

    Client trust doesn’t begin with performance reports, portfolios, or marketing. It begins inside the firm — in how people work together, how culture is lived, and how leadership shapes the environment clients ultimately experience. In this episode, Ethan Chazin, fractional Chief Culture Officer and leadership advisor, provides insights into how he helps organizations build high-performance workplaces where people, culture, and business results reinforce each other. His message is simple: growth is driven by people first. When culture is intentional, aligned, and actively shaped, performance improves, trust deepens, and growth becomes sustainable. When culture is weak, growth is fragile. When culture is strong, performance compounds. 🔑 Key TakeawaysCulture is a leading indicator of performanceFinancial results reflect what has already happened. Culture influences what happens next. Firms that intentionally build strong cultures consistently outperform those that leave culture to chance. People are not a cost — they are the growth engineStrategy, tools, and systems only work when the right people are aligned to execute them. High-performing firms treat people as an investment, not an expense, and build environments where individuals can contribute at their highest level. Every organization has a culture — intentional or notCulture forms the moment more than one person works together. Ignoring it doesn’t eliminate it. It allows misalignment, conflict, and inefficiency to grow unnoticed until performance begins to suffer. Leadership blind spots often weaken performanceMany leadership teams believe employees are aligned and engaged — but internal reality often tells a different story. Disconnect, generational differences, and even one toxic leader can quietly undermine execution and morale. Hiring for attributes unlocks long-term growthGreat organizations hire for mindset, behavior, and cultural alignment — not just job descriptions. When people are placed in roles that match their strengths and values, performance and engagement accelerate. Vision, mission, and values must come before toolsTechnology, business operating systems (such as EOS), and AI can improve execution, but they cannot define purpose. Strong firms start with clarity around vision, mission, and core values, then build systems that reinforce them daily. AI accelerates execution — but culture determines resultsAI improves speed, analysis, and productivity, but it cannot replace leadership, trust, or human connection. Technology multiplies performance only when the cultural foundation is strong. 💡 For Founders, RIAs, and Growth-Focused FirmsSustainable growth doesn’t come from strategy alone. It comes from aligning people, culture, and leadership around a shared vision. Marketing builds visibility.Performance builds credibility.Culture builds trust. And trust is what ultimately drives durable growth. Connect with Ethan Chazin https://thechazingroup.com/Check out his latest book, The Compassionate Organization, on Amazon: https://www.amazon.com/Compassionate-Organization-People-Love-Them/dp/154621707X/Connect with the HostJoel Crampton — Fractional CMO for RIAs and Wealth Managershttps://www.linkedin.com/in/joelcrampton/cmoalpha.com

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  2. ٥ فبراير

    From Founder Chaos to Scalable Growth: How EOS Builds Real Business Infrastructure

    Most founders don’t struggle because they lack ideas.They struggle because everything still runs through them. Growth stalls when the founder is the system — making every decision, solving every problem, and carrying every role. In this episode, we sat down with Mike Walrod, fractional integrator and EOS practitioner at Incite Business, who helps companies replace founder-driven chaos with structure, accountability, and scalable operating systems. His message is simple: growth doesn’t come from working harder, it comes from installing systems that allow a business to run and improve — even when the founder steps back. Because when the business depends on the founder, growth is fragile. When it runs on systems, growth becomes repeatable. 🔑 Key TakeawaysBusinesses plateau when the founder is the infrastructureMost companies hit a ceiling when everything flows through the owner. EOS helps founders move from doing everything to building shared accountability, structure, and clarity across the leadership team. Growth requires letting go and replacing instinct with systems. Structure turns effort into scalable executionEOS creates: clear roles and accountabilitystructured leadership meetingsmeasurable scorecardsaligned quarterly prioritiesreal follow-throughInstead of endless discussion, teams identify, discuss, and solve the issues that move the business forward. Execution improves when structure replaces chaos. Marketing and operations scale companies the same way: through systemsMarketing breaks when it’s scattered. Real growth comes from: clear positioning and messagingconsistent executioncustomer-driven decisionsmeasurable outcomesWhen both operations and marketing run as systems, companies grow faster with less founder dependency. Data beats instinct when scalingEarly growth often comes from founder instinct. Sustainable growth comes from: testing and validationcustomer insightmeasurable dataDecisions shift from “what the founder prefers” to “what the market responds to.” Growth accelerates when the market guides decisions. AI accelerates execution, but experience still drives resultsAI improves research, analysis, and speed — but it cannot replace leadership, trust, judgment, or real-world experience. AI is a multiplier, not a substitute. 💡 For Founders, RIAs, and Growth-Focused FirmsScaling isn’t about doing more. It’s about building systems that make growth sustainable. EOS provides structure. Marketing provides the growth engine. Leadership provides alignment. Because real growth doesn’t depend on the founder — it depends on the systems that outlast them. Connect with Mike WalrodIncite Businesshttps://incitebusiness.com/ Connect with the HostsJoel Crampton — Fractional CMO for RIAs and Wealth Managershttps://www.linkedin.com/in/joelcrampton/cmoalpha.com Mandy MacPhee — Fractional CMO for Founder-Led Companieshttps://www.linkedin.com/in/mandymacphee/illuminationcmo.com

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  3. ١٦ يناير

    Marketing As An Exit Planning Strategy: Build Systems That Transfer

    Most founders treat exit planning like something you only worry about when you’re ready to retire or sell. But your exit gets decided years earlier by one simple question: Can your growth run without you? If growth only happens through referrals and founder effort, buyers don’t see a system, they see dependency. In this episode, we sat down with Tracy Jepson, a multi-passionate entrepreneur and business coach who helps service-based businesses (including financial advisors) build companies that are profitable, scalable, and actually sellable. Her message is simple: if the business can’t make money while you’re gone, it isn’t a business yet, it’s a job with overhead. And that’s why marketing matters. Not as random tactics but as the engine that proves growth is repeatable, measurable, and transferable. 🔑 Key TakeawaysIf the founder is required, the business isn’t transferableTracy challenges founders to ask early: Can the business make money without you in it? If the answer is no, the firm’s value is capped because the founder is the infrastructure. Marketing only transfers when it’s a systemMarketing breaks when it’s scattered: a website refresh, a few ads, a new idea every month. What is transferable is a repeatable engine with: clear strategyconsistent executionmeasurable KPIsenough runway to workimprovement over timeNiching down makes growth easier to sustain and sellNiching doesn’t mean turning away business. It means creating clarity, which leads to: stronger messagingmore efficient marketing spendbetter-fit clientsmore predictable growth And predictable growth is what buyers pay for. Marketing should be funded like an investment, not a gambleFrom a Profit First lens, marketing can’t be “hope and pray”. It needs structure: commit to a monthly budgetbuild runway (6–9 months)test what’s sustainablescale what performsAvoid expensive activity without outcomesFor example, building a new website can be an investment, but without a plan to drive traffic and measure behavior, it’s just expensive activity. 💡 For RIAs, Wealth Managers, and Founder-Led FirmsMarketing is bigger than lead gen. It’s how you prove your firm can grow without founder dependency, build leverage, and create real exit options. Because buyers don’t just want AUM and revenue. They want confidence that growth doesn’t disappear when the founder steps back. That’s what transferable systems deliver. Connect with Tracytracyjepson.com LinkedInInstagram Connect with the HostsJoel Crampton — Fractional CMO for RIAs and Wealth ManagersLinkedIncmoalpha.com Mandy MacPhee — Fractional CMO for Founder-Led CompaniesLinkedInilluminationcmo.com

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  4. ١٧‏/١٢‏/٢٠٢٥

    The Future of Financial Services Marketing Is AI + Humans

    As Season 1 of CMOs Without Borders comes to a close, we step back to reflect on what defined marketing in financial services in 2025 — and what leaders need to prepare for as we head into 2026. In this episode, Joel Crampton and Mandy MacPhee unpack the realities behind AI adoption, the evolution of search and digital trust, and why strategy, not shiny tools, will separate winners from noise in the years ahead. AI dominated the conversation in 2025, but not in the way many feared. Rather than replacing marketers or advisors, AI has become a powerful copilot — accelerating research, content drafting, note-taking, and operational efficiency. The real risk isn’t adoption. It’s blind reliance. As Joel and Mandy emphasize, AI gets you 60–70% of the way there. Human judgment, context, and authenticity still do the rest. They also explore how the rise of AI-driven search is fundamentally changing how prospects discover and evaluate firms. Traditional SEO is giving way to AEO (answer engine optimization) where clarity, authority, and plain-language content determine visibility — not keyword tricks. This shift makes digital first impressions more critical than ever, especially in trust-based industries like financial services. Along the way, the conversation returns to a consistent theme from the entire season: trust is not built through tactics alone. It’s built through cohesive systems, clear positioning, consistent messaging, and human-centered experiences that AI cannot replicate. 🔑 Key Takeaways AI won’t replace you — but it will replace inefficiency.Firms that use AI as an assistant, not a substitute, gain speed, insight, and leverage. Those who ignore it risk falling behind. The future belongs to AI + humans, not one or the other. Search is no longer about keywords — it’s about answers.Prospects now do the majority of their decision-making before ever reaching out. If AI tools can’t clearly understand who you serve, what you do, and why you’re credible, you won’t show up when it matters. Authentic storytelling beats generic content every time.As AI-generated content floods the market, real voices stand out more than ever. Founder-led stories, lived experience, and human perspective are becoming the ultimate differentiators. Niching down creates leverage.Trying to serve everyone leads to sameness. Firms that define a clear niche, identify their white space, and speak directly to a specific audience will grow faster and more efficiently. Marketing is a long-term trust engine, not a campaign.Shortcuts, viral hopes, and “spaghetti-on-the-wall” marketing fail without strategy. Sustainable growth comes from systems that compound over time. 💡 What This Means for Financial Services Leaders For RIAs, wealth managers, fintech founders, and financial services executives, the path forward is clear: Build your marketing foundation before chasing toolsTreat digital presence as a trust signal, not a brochureUse AI to enhance clarity, not create noiseAlign marketing, sales, and leadership around one cohesive strategy🧭 Parting Thought “The future isn’t AI versus humans. It’s AI plus humans — anchored by clarity, confidence, and trust.”Joel Crampton — Fractional CMO for RIAs and Wealth Managerscmoalpha.com Mandy MacPhee — Fractional CMO for Founder-Led Companiesilluminationcmo.com

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  5. ٠٢‏/١٢‏/٢٠٢٥

    How Client Experience Becomes a Credibility Engine

    Every financial services leader eventually reaches the same truth: your products don’t set you apart — your client experience does. We sat down with Glenn LaCoste, founder of Surviscor Group, whose team has spent over two decades evaluating client experience across banks, credit unions, brokerages, and digital-first financial brands. Glenn breaks down why the client experience is far more than a slick digital interface. It’s the sum of every task, interaction, and moment of friction — and it quietly determines whether a client feels confident, frustrated, or ready to leave. He shared how his team measures thousands of data points through ongoing mystery shopping, why most firms overestimate how “good” their experience actually is, and how internal bias, not capability, is the biggest barrier to improvement. Along the way, he unpacked why trust is built one completed task at a time, how to avoid chasing new “rabbits,” and why consistency beats complexity in today’s competitive landscape. 🔑 Key TakeawaysTrust is earned through tasks, not taglines.Clients trust firms who help them effortlessly complete what they came to do — whether that’s placing a trade, fixing an issue, or accessing an account. Every successful task builds confidence. Every roadblock erodes it. Digital-first… but not digital-only.People start online, but the human element still matters. Younger clients eventually want face-to-face advice for bigger decisions. Older clients may prioritize phone support. The winning firms integrate both intentionally. Internal bias is the biggest experience killer.Glenn sees the same pattern year after year: teams assume they’re delivering excellence, even when external data shows otherwise. Improvement starts when leaders finally confront their blind spots. Small firms must niche down to compete.You can’t out-feature big banks. You can outperform them with clarity, specialization, and a client experience that feels custom-built for your ideal audience. AI is accelerating change… and uncertainty.AI can enhance personalization and speed, but it can’t replace human judgment, nuanced advice, or true Know Your Client responsibility. Advisors who fear replacement misunderstand what clients value most. 💡 For RIAs, Wealth Managers, and FoundersGlenn’s insights map directly to the challenges faced by independent advisors and growth-minded firms: Your digital presence is your first impression.Before a prospect ever calls, they’ve already judged your website, messaging, resources, and ease of navigation. AI won’t replace advisors — but unprepared advisors may lose trust.Clients will still need experts to ask the questions AI can’t, interpret nuance, and ensure advice aligns with real life. 🧭 Glenn’s Parting Insight“Trust comes from doing. If I can complete what I came to do — and you help me when there’s a problem — trust builds. It’s that simple, and that hard.” Connect with the HostsJoel Crampton — Fractional CMO for RIAs and Wealth ManagersLinkedIncmoalpha.com Mandy MacPhee — Fractional CMO for Founder-Led CompaniesLinkedInilluminationcmo.com

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  6. ١٨‏/١١‏/٢٠٢٥

    Your Story Is Your Superpower: Why Every Leader Should Write a Book

    Every great leader eventually runs into the same realization: expertise alone doesn’t set you apart — your story does. We sat down with Will Severns, co-founder of ShareYourStory.com, to explore how books, personal narratives, and authentic storytelling are becoming the next major differentiator for founders, financial advisors, and thought leaders. Will shared how he and his team have helped more than 200 authors turn lived experiences into powerful narratives that build trust, deepen relationships, and strengthen brands. Along the way, he unpacked why so many leaders doubt their own story, how to overcome the fear of “self-promotion”, and why authenticity is quickly becoming one of the rarest skills in business. 🔑 Key TakeawaysStory is your strongest competitive advantage. In industries where everyone looks the same on paper — especially financial services — your personal story becomes the emotional anchor that sets you apart. Books aren’t about fame — they’re about impact.Will encourages authors to write for the one person whose life or perspective might change because of their story. That shift removes pressure and unlocks clarity. AI helps you work faster, but it can’t replace your voice.AI can outline, brainstorm, and organize, but it can’t replicate empathy, humor, vulnerability, or lived experience. Leaders who rely solely on AI risk losing the very thing readers connect with most. 💡 For Financial Advisors & FoundersWill’s insights map directly to the challenges faced by RIAs, wealth managers, fintech founders, and financial-services executives: A book deepens trust before you ever meet the prospect.It allows clients to connect with your values, philosophy, and story... long before you show them a single planning tool or presentation. Compliance is less intimidating than advisors fear.Books focused on story, purpose, or the “why” behind your work tend to avoid the regulatory pitfalls that come with investment commentary. You don’t need to be a celebrity to matter.“You’re not a somebody or a nobody — you’re an anybody,” Will says. And anybody with a meaningful life experience has a story worth sharing. 📚 Books Mentioned in the ConversationA handful of titles came up as influential or widely recommended by the hosts and guest: Goals — Brian TracyThe Baby Whisperer — Tracy HoggThe Psychology of Money — Morgan HouselHow to Spend Money — Morgan HouselSacred Pace — Terry LooperStrength to Strength — Arthur BrooksFounder Brand — Dave Gerhardt🧭 Will’s Parting Thought“Someone you haven’t met yet is counting on you to get better today — and your story might be the thing that helps them.” Connect with Willhttps://shareyourstory.com Connect with HostsJoel Crampton — Fractional CMO for RIAs and wealth managersLinkedIncmoalpha.com Mandy MacPhee — Fractional CMO for founder-led companiesLinkedInilluminationcmo.com

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  7. ٠٩‏/١١‏/٢٠٢٥

    Building Authentic Networks with Clay Hicks, Founder of H7 Global Network

    In this episode we sit down with Clay Hicks, founder and CEO of H7 Global Network, to unpack what authentic networking really looks like and how founders, financial advisors, and entrepreneurs can build relationships that actually move the needle. Clay shares the story behind H7’s rise from a regional Ohio-based network to a global community spanning 23 countries, all grounded in one simple philosophy: “Connect. Serve. Ask.” 🔑 Key TakeawaysTrust is the currency of connection. Clay emphasizes that networking shouldn’t start with a pitch — it starts with curiosity. Focusing on understanding others first earns trust faster and creates deeper, longer-lasting opportunities.From contacts to advocates. Turning a first meeting into real advocacy means consistent follow-up and service beyond your own business interests. The Connect–Serve–Ask method helps people move from introductions to influence.💡 For Financial Advisors & FoundersClay offers practical advice that applies directly to client acquisition and retention: Stop treating discovery calls like transactions — instead, ask about the person, not the portfolio.Expand your professional network beyond CPAs and estate attorneys; relationships outside the typical channels often lead to unexpected referrals.Always approach networking with the mindset of earning trust first, not closing a sale.🌍 What’s Next for H7As H7 continues its international expansion, Clay is preparing for the network’s annual virtual holiday extravaganza in December and an in-person global conference in Nashville in April 2026. 🧭 Clay’s Parting Thought“Before you network at all, think about what you really want to accomplish — and focus on earning trust with every person you meet. That one shift could change everything.” Connect with Clayhttps://h7network.blog/Connect with HostsJoel Crampton — Fractional CMO for RIAs and wealth managersLinkedIn profilehttps://cmoalpha.com Mandy MacPhee — Fractional CMO for founder-led companies   LinkedIn profile   https://www.illuminationcmo.com/

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  8. ٢٩‏/١٠‏/٢٠٢٥

    Why Most Marketing Funnels in Financial Services Still Don’t Convert

    In this episode of CMOs Without Borders, hosts Joel Crampton and Mandy MacPhee tackle one of the most persistent problems in financial-services marketing: why most funnels still don’t convert. From RIAs to fintechs, firms spend heavily on awareness and ads — but too often, those efforts fail to translate into meaningful conversations or new clients. Joel and Mandy break down what’s really going wrong and share how to build a full-funnel marketing system that works in today’s multi-channel, compliance-bound environment. They dive into how top-of-funnel visibility connects with middle-funnel nurturing and bottom-funnel conversion, why too many firms stop at “getting names in the door,” and how to close the gap between activity and results. You’ll hear practical strategies for building awareness that earns trust, nurturing prospects through value-added content, and aligning marketing and sales so every touchpoint feels intentional, not random. Along the way, they unpack how AI, social proof, and modern buyer behavior are reshaping the customer journey — and why the middle of the funnel is where most revenue quietly dies. This episode goes beyond theory, offering step-by-step ideas for optimizing your campaigns, tightening your messaging, and creating a repeatable system for scalable growth. What You’ll Learn in This EpisodeThe New Shape of the Funnel: Why today’s buyer journey isn’t linear and what that means for your marketing strategy. Top-of-Funnel Reality: How to build awareness that earns trust — even when it’s hard to measure. The Missing Middle: Why nurture and consideration phases make or break conversion outcomes. Bottom-of-Funnel Fixes: How to align sales and marketing around value-based CTAs instead of “schedule a call.” Social Proof That Converts: How reviews, certifications, and third-party validation drive trust (and even influence AI search). Reddit, Reviews, and Real Talk: Why unfiltered peer conversations matter more than polished brand copy. Full-Funnel Optimization: The continuous feedback loop that keeps campaigns improving instead of stalling — and the metrics that matter most to prove it. Why It MattersIn financial services, trust is everything — and yet too many firms chase short-term conversions while neglecting the systems that build credibility and nurture long-term relationships. The result? Bloated ad budgets, cold leads, and inconsistent growth. A well-designed funnel doesn’t just generate names — it builds belief. It helps prospects feel confident enough to take the next step with you. That’s the difference between a disconnected campaign and a marketing system that scales. 👉 If your marketing system feels disjointed — or your funnel isn’t converting the right leads — Joel and Mandy can help.Reach out to learn more about their 30-Day Clarity Sprint, designed to audit and optimize your entire marketing funnel — from awareness to conversion — so you can build predictable growth that lasts.Joel Crampton — Fractional CMO for RIAs and wealth managershttps://www.linkedin.com/in/joelcrampton/https://cmoalpha.comMandy MacPhee — Fractional CMO for founder-led companies https://www.linkedin.com/in/mandymacphee/ https://www.illuminationcmo.com/

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مشاهدة الكل (١٣)

حول

Welcome to CMOs Without Borders — the podcast where two seasoned marketing leaders with decades of experience from opposite sides of the border cut through the noise and get real about what actually drives growth in financial services. Hosted by fractional CMOs Joel Crampton, founder of CMO/Alpha (U.S.), and Mandy MacPhee, founder of illumination (Canada), this show explores the strategic marketing moves that help RIAs, fintechs, credit unions, and financial brands thrive — regardless of size, structure, or postal code. We bring different lenses to the mic: U.S. vs. Canada, Fintech vs. Institutional, Independent firms vs. Enterprise marketing But we’re united by one mission: helping you build a smarter, more strategic marketing function that actually drives results — not just more activity. Each episode delivers candid conversations, real-world examples, and field-tested insights to help you: - Align your marketing with business goals - Outperform the competition without wasting time or budget - Gain the clarity and confidence to lead — or delegate — marketing that works If you’re a financial advisor, fintech founder, credit union exec, or marketing leader in the financial space, this is your “no-fluff, behind-the-scenes look” at what works — and what doesn’t.

المعلومات

  • صناع العمل
    Joel Crampton
  • سنوات النشاط
    ٢٠٢٥ - ٢٠٢٦
  • الحلقات
    ١٣
  • التقييم
    ملائم
  • حقوق النشر
    © 2025 Joel Crampton
  • موقع البرنامج على الويب
    CMOs Without Borders