The Scaling CFO28 Aug 2025

Building Brands That Convert w. Ronald Berry

In this episode of The Scaling CFO, host Mark Stiles, CPA and founder of MASCPA, sits down with Ronald Berry III, founder of Flywheel Consultancy. If you’ve ever felt like your marketing was in motion but not moving the needle, this episode is for you.

Ronald breaks down how to translate brand into systems, message into money, and awareness into ROI. From defining your ICP to the rise of "allbound" marketing, this conversation clarifies how to build a scalable marketing machine, without selling your soul or spamming your audience.

Topics include:

What most founders get wrong about their ICP (ideal customer profile)
The difference between messaging and medium
Why "founder-led" and "leader-led" marketing outperform generic brand campaigns
How many brand impressions it really takes to convert a lead
Signal-based campaigns and why they lower CAC
When to know your message isn’t resonating
Why message clarity beats message volume
How to use AI to scale content without losing your voice
What founders should never outsource too soon

If your message isn’t converting or your leads are stalling, this is the reset worth listening to.

Timestamps:

[00:00] Welcome to The Scaling CFO

[01:05] Marketing noise vs. marketing systems

[02:15] TAM, ICP, and the power of precision

[04:45] Messaging vs. Medium

[06:30] Allbound marketing explained

[08:50] Signal-based campaigns & data-driven outreach

[11:40] Founder-led marketing & leader-led impact

[15:00] Aligning message with internal leadership

[18:10] When your messaging isn’t working

[21:20] Why short-form > long-form (at first)

[24:30] AI + authenticity = marketing leverage

[28:10] Delegation, SOPs & founder capacity

[32:15] Scaling without losing your voice

[36:45] Marketing ROI: signals, systems, and strategy

[39:30] Rapid fire round

Connect with Ronald:

LinkedIn: https://www.linkedin.com/in/ronald-berry-iii/

Website: https://www.flywheelconsultancy.com

Connect with Mark:

Mark A. Stiles, CPA

Founder, MASCPA [markstilescpa.com] | Host, The Scaling CFO [LinkedIn]

Book a free consult with Mark to explore your own Marketing & Sales Quadrant → https://calendly.com/mark-stiles-markstilescpa/new-meeting

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