CMO Therapy

Some CMOs walk into a new role with a playbook already in hand. Frameworks that worked before, campaigns that grew the last company from five to fifty million. Handy. Except when it isn't.
In this episode of CMO Therapy, Lucy is joined by the brilliant Louise Beaumont to talk about exactly that moment: when the playbook that made you look like a genius somewhere else suddenly doesn't fit, because the category's different, the audience doesn't even know they have the problem yet, and the map you're used to following just... doesn't exist.
So what do you do? Burn it. Literally the title of this episode.
Louise sums up the mindset perfectly: "if you get it right, if you shift enough worldviews, if you create a category that didn't exist before, it's the best feeling in the world."
If you've ever walked into a role and quietly wondered whether what worked before will work again, this one's going to hit home.

Music clip by Filo Starquez, Divergence

AI can spit out a flawless marketing strategy in three seconds flat. What it can't do is tell you when to trust your gut in the room. That's exactly what this episode of CMO Therapy gets into.
Lucy is joined by the brilliant Roopa Ramaiya, who's gone from Canary Wharf banking to Barcelona fintech to construction tech, and never once stuck to one lane. Together they get into the messy, honest stuff: career pivots, moving into industries you know nothing about and why "must have industry expertise" on a job spec might just be code for fear.
Roopa doesn't hold back either. As she puts it, "industry expertise is often a proxy for fear." Ouch, but also... true.
They talk judgement, commercial instinct, reading the room and why the best CMOs aren't the ones who've mastered one industry, they're the ones who can walk into a new one and get credible, fast.
If you've ever felt the fear of jumping ship, this one's your permission slip.
Music clip by Filo Starquez, Divergence

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, to unpack why that "boil the ocean" approach is quietly wrecking budgets, trust and focus across marketing teams everywhere.
They get into:
Why high-volume, low-relevance outreach is actively damaging your funnel (the stats are brutal: 73% of B2B buyers avoid suppliers sending irrelevant outreach and 81% straight-up ignore generic messaging)

How to use AI for account intelligence without losing the human touch that builds real trust

Why patience, not speed, might be your most underrated sales and marketing weapon

And why so few marketers actually know their ICP and what that's costing them

As Lauren puts it: "One in four are your real trailblazers... those are who I want to find."

If you're ready to trade spray-and-pray for precision, relevance and a much healthier funnel, this one's for you.
Music clip by Filo Starquez, Divergence

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 slightly painful reality of finding genuinely brilliant marketers in an AI-driven world. Because let’s be honest, everyone looks polished on paper now. CVs are sharper, applications are slicker and AI can make almost anyone sound like they know exactly what they’re doing.
Conor shares what he’s seeing first-hand while rebuilding a SaaS marketing team, including the sheer volume of applications, the rise of AI-polished CVs, and why traditional screening methods are starting to break. He also gets into the practical stuff: how to write clearer job descriptions, why reference checks still matter, how to test for real capability and why grit, curiosity and attitude can be just as important as experience.
As Conor puts it, AI tools are amazing, “but my God, they can put lipstick on a pig.”
If you’re hiring, growing a team, or trying not to make an expensive mistake, this one is absolutely worth a listen.lucyvheavens@gmail.com. Press tab to insert.Music clip by Filo Starquez, Divergence

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 wave of bland, samey, beige content that sounds suspiciously like… everyone else.
In this episode of CMO Therapy, Lucy is joined by Wade Coleman, Head of Brand and Content Strategy at Fiserv, to talk about the AI content identity crisis facing marketing leaders right now. They get into why so much AI-generated content feels soulless, where AI is genuinely useful, where it needs a firm “absolutely not” and why strong brand voice, audience understanding and human judgement matter more than ever.
As Wade puts it: “ChatGPT is a shortcut to sounding like everyone else.”
If you’re a CMO or marketing leader trying to use AI without quietly murdering your brand voice, this one’s for you.Music clip by Filo Starquez, Divergence