Ever had that moment where your CEO casually says to you “I've had an idea, let’s go international, so congratulations your market just tripled” Suddenly, it’s not just about growing, it’s about scaling across borders, cultures and entirely different customer expectations. In this episode of CMO Therapy, I sit down with Jasper Martens, CMO at PensionBee, to unpack what really happens when you take your brand global.

We talk about where to start, what not to assume and why you need to treat localisation like a non-negotiable, not an afterthought. Jasper shares what he learned the hard way: “You can’t add culture later like a hat - you need your outfit ready before you start.”

From building the right team and budget planning to navigating brand tone and working with strategic partners, we get into the real-world nitty-gritty of making international expansion actually work.

If you’re thinking about growing beyond your home turf, this one’s packed with the stuff you really need to know.

Music clip by Filo Starquez, Divergence1

caling marketing without a bottomless budget? It’s a balancing act - part strategy, part scrappiness and a whole lot of creativity! In the episode of CMO Therapy I’m joined by the brilliant Katie Hayes, Head of Marketing at Ozone API, who’s mastered the art of doing more with less.
We dive into how Katie’s built a standout global brand with a small but mighty team, smart partnerships and some seriously savvy content moves. As Katie said, “you can do a hell of a lot with a specialised, talented, ambitious, keen team.” Expect lots of great tips on co-marketing, content repurposing, scaling without overspending and personalisation that doesn’t cost the earth.
If your budget’s being stretched, shifted or squeezed but you’re still expected to make magic happen, then this episode is packed with real talk and actionable advice.Music clip by Filo Starquez, Divergence

ABM. Three letters that should mean strategic gold… but all too often spark confusion, chaos and, let’s face it, mayhem.
In this episode of CMO Therapy, I’m joined by the brilliant Cathy Calver, CMO at Global Relay, who helps us cut through the buzz and get real about account-based marketing – what it actually is, when it’s the right approach and how to make it work without driving your teams mad.

We talk about how ABM isn’t just a tactic – it’s a mindset shift. It needs cross-functional buy-in, proper planning and a whole lot of alignment between sales, marketing and everyone in between. Cathy shares war stories, practical tips and a few “please don’t do this” moments that every marketing leader needs to hear.

Whether you’re already deep in ABM land or just trying to make sense of it, this one’s for you. Come for the therapy, stay for the strategy.

Music clip by Filo Starquez, Divergence

Are you mapping your marketing to the buyer’s journey? Or just following sales?

Marketers love a good strategy - but are we mapping ours to how buyers actually buy or are we just shadowing sales? In this episode of CMO Therapy, I sit down with Christine to dive into one of my all-time favourite debates: how much the buyer’s journey has evolved and what that means for measuring marketing success.

We’ve all heard the cry "death to the MQL!” but what’s the real alternative? Christine brings the data, the insights, and a refreshingly candid take on what marketers should be tracking instead. We tackle:
- Why traditional funnels are failing marketers
- The (many) ways B2B buyers are actually making decisions today
- How to align your marketing efforts before buyers ever hit a sales pipeline

If you’ve ever felt like your marketing team is speaking one language and sales another then this one’s for you. Let’s talk buyer journeys, real marketing impact and finally cracking this puzzle.

Music clip by Filo Starquez, Divergence

Walking into a company as the first marketing leader (or the new one) is a wild ride. Everyone has an opinion on what marketing should be—branding, lead gen, social media, events... maybe even ordering swag. But what if their expectations don’t match reality?

In this episode of CMO Therapy, I chat with Mariette about the highs, lows, and curveballs of stepping into a marketing leadership role. We get real about setting boundaries, educating the business on what marketing actually does, and handling the flood of “have you tried this?” ideas without shutting people down or becoming the dreaded “no” person. Mariette shares her strategy: listen, filter, and steal with pride - because great ideas can come from anywhere.

If you've ever felt like a one-person marketing department juggling a thousand expectations, this one’s for you. Grab a coffee (or something stronger), hit play, and let's figure this out together.

Listen now!Music clip by Filo Starquez, Divergence

Ever feel like marketing is just a lonely game of shouting into the void? Well, guess what? It doesn’t have to be. In this episode of CMO Therapy, I sit down with the brilliant Gemma Livermore - founder of Women of FinTech and FS International Marketing Lead at Seismic - to dive into the power of community.
We’re talking about more than just networking. This is about real human-to-human connections, building trust, and creating a marketing strategy that doesn’t just sell but actually matters. Gemma shares how brands can grow loyal advocates (without being salesy), why community-driven marketing is the secret weapon every marketer needs, and how to get leadership buy-in when they start asking about ROI.
If you’ve ever wondered how to turn your audience into a thriving, engaged community, this episode is a must-listen. Tune in and learn how to build something that lasts.Music clip by Filo Starquez, Divergence

In this episode of CMO Therapy, I sit down with Kathryn Strachan - marketing powerhouse, author and fractional CMO - to uncover the secret sauce of content strategies. Spoiler alert: you can’t create a killer content strategy without a solid marketing strategy to back it up. Kathryn and I talk about why starting with your audience is everything and how truly understanding their needs can help you deliver content that actually connects.

We dive into the big questions: how do you balance quality and quantity? How do you navigate internal battles over messaging? And how can you create campaigns that not only look great but deliver real results? Kathryn also shares her tips on building your own personal brand, leveraging partnerships and using AI (the smart way) to save time without cutting corners.

Whether you’re focused on driving brand awareness, creating case studies or proving ROI, this episode is packed with insights you can take straight to your team.

Music clip by Filo Starquez, Divergence

Ever feel like AI is the shiny new toy everyone’s talking about, but you’re not sure what to do with it? In this episode of CMO Therapy, I sit down with marketing maestro Sumeet Vermani to cut through the hype and uncover what AI really means for marketers.

We’re tackling the big questions: - Where do you even start with AI? - Should you focus on tech or strategy first? - And what’s the right balance between human creativity and machine efficiency?

Sumeet shares real-world examples, from AI-generated personas to global content localisation, and even a glimpse into AI-powered sales coaching. Plus, we explore how to avoid AI pitfalls, foster collaboration across teams, and create a future-ready marketing strategy.

If you’ve ever wondered how AI could transform your marketing team (or secretly feared it might replace you), this is the episode for you. Expect actionable insights, a few laughs, and a hefty dose of inspiration. Don’t miss it!

Music clip by Filo Starquez, Divergence