CMOs Without Borders
CMOs Without Borders
Podcast Description
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.
Podcast Insights
Content Themes
The show focuses on driving growth in financial services, covering topics such as strategic marketing alignment, competition analysis, and marketing plan failures. Episodes include deep dives into real-world case studies, such as the analysis of why most financial services marketing plans fail and actionable frameworks like the 'Three C’s' for resilient marketing.
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.
In this episode of CMOs Without Borders, hosts Joel Crampton and Mandy MacPhee dive into one of the biggest challenges facing financial services marketing today: the Sea of Sameness.
From fintechs to RIAs to credit unions, firms are sounding more and more alike, shouting the same claims about being “client-focused,” “digital-first,” or “fee-only.” But if everyone is saying the same thing, how do you actually stand out?
Joel and Mandy share personal stories, cross-border perspectives (U.S. and Canada), and practical frameworks to help financial brands find their white space — the unique position in the market that competitors can’t touch.
What You’ll Learn in This Episode
- Why the end of summer is the perfect time to reflect, reset, and plan for 2026.
- The four lenses for uncovering white space:
- Voice of the Customer – listening beyond features to actual pain points.
- Competitive & Category Audits – mapping sameness to identify gaps.
- Cross-Industry Inspiration – borrowing proven ideas from outside financial services.
- Brand Truth – aligning to the authentic story only your firm can credibly own.
- How regional RIAs, fintech startups, and even nonprofits can flip the narrative to stand out.
- The three practical moves you can start tomorrow to escape the sea of sameness.
Why It Matters
Blending in is the fastest way to lose in financial services. When your message sounds like everyone else’s, the default choice becomes the biggest or the cheapest provider. Differentiation isn’t a luxury — it’s survival.
Key Quote
“What got you here isn’t going to get you there. Founders can only run on referrals and word of mouth for so long. At some point, you need a strategy that makes your marketing work harder than your competition’s.” – Joel Crampton
Resources & Shoutouts
- Toronto Local Charity (TLC): Supporting underserved youth with mental health services and life skills.
- Example brands discussed: Wealthsimple, Chime, COHO, TD, RBC.
👉 If your firm’s marketing sounds just like your competitors, it’s time to find your white space. Reach out to Joel and Mandy to cut through the noise and build systems that align marketing with measurable growth.
Disclaimer
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