Founder knows best? Navigating trust, tension and truth at the top

In this episode of CMO Therapy, Lucy is joined by Lucas Bergmans (ex Wise, Moneysupermarket, Cazoo, Heineken, Britvic) to get into one of the most important and most misunderstood relationships in B2B marketing: the one between the CMO and the founder or CEO. It can be energising, messy, brilliant and maddening in equal measure and when it works, it changes everything.
Together, they unpack the patterns marketing leaders come up against time and time again in founder-led businesses: big vision, strong opinions, fast decisions, deep customer instinct and the occasional tension over who really knows best when it comes to marketing. They talk about how trust gets built, how CMOs can bring structure without killing momentum, when to challenge, when to lean in and why credibility at the top comes from commercial thinking, customer understanding and evidence, not just good ideas.
As Lucas says, “data takes opinions off the table” and in these relationships, that matters. Because the fastest way to move from friction to progress is getting out of opinion tennis and into something real.

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Episoder(38)

Boiling the ocean won't fill your funnel

Ever feel like marketing success is just about doing more - more channels, more activity, more noise? In this episode of CMO Therapy, Lucy is joined by the brilliant Lauren Berkemeyer, CMO at YuLife, ...

16 Jun 37min

Beyond the CV, Identifying Real Marketing Talent in an AI Driven World

Hiring marketing talent has always been hard, but right now it feels like a whole new level of chaos.In this episode of CMO Therapy, Lucy is joined by Conor Coughlan, CMO at Armis, to unpack the sligh...

2 Jun 39min

Brand Voice, Not a Bot Voice

AI has well and truly landed in marketing teams, and yes, it can be brilliant. It can speed things up, sharpen ideas and help us get more from the content we already have. But it has also unleashed a ...

5 Mai 35min

The messy reality of the modern CMO

In this episode of CMO Therapy, Lucy meets with the brilliant Sinead Willis for a very honest conversation about the messy reality of the modern CMO. Because sometimes the role you’re sold in the inte...

21 Apr 39min

Big Brand Muscle, Startup Hustle

Being a marketing leader in a big brand is one thing… but stepping into a startup? That’s a completely different sport. In this episode of CMO Therapy, Lucy is joined by Sharon Hergarty, who’s done bo...

7 Apr 34min

Why tone of voice still wins, even in the age of AI

In this episode of CMO Therapy, Lucy sits down with the brilliant Mel Barfield, Managing Partner and Brand Voice Lead at Copy or Die, to talk about why tone of voice still matters massively… especiall...

24 Mar 41min

Out of sight, out of mind? The real challenge of retention

In this episode of CMO Therapy, Lucy sits down with expert marketing leader and Brand & Marketing Director at Zego, Ingrid Sierra, to unpack one of the toughest challenges in B2B marketing: what reall...

24 Feb 34min