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.
As Season 1 of CMOs Without Borders comes to a close, we step back to reflect on what defined marketing in financial services in 2025 — and what leaders need to prepare for as we head into 2026.
In this episode, Joel Crampton and Mandy MacPhee unpack the realities behind AI adoption, the evolution of search and digital trust, and why strategy, not shiny tools, will separate winners from noise in the years ahead.
AI dominated the conversation in 2025, but not in the way many feared. Rather than replacing marketers or advisors, AI has become a powerful copilot — accelerating research, content drafting, note-taking, and operational efficiency.
The real risk isn’t adoption. It’s blind reliance. As Joel and Mandy emphasize, AI gets you 60–70% of the way there. Human judgment, context, and authenticity still do the rest.
They also explore how the rise of AI-driven search is fundamentally changing how prospects discover and evaluate firms. Traditional SEO is giving way to AEO (answer engine optimization) where clarity, authority, and plain-language content determine visibility — not keyword tricks. This shift makes digital first impressions more critical than ever, especially in trust-based industries like financial services.
Along the way, the conversation returns to a consistent theme from the entire season: trust is not built through tactics alone. It’s built through cohesive systems, clear positioning, consistent messaging, and human-centered experiences that AI cannot replicate.
🔑 Key Takeaways
AI won’t replace you — but it will replace inefficiency.
Firms that use AI as an assistant, not a substitute, gain speed, insight, and leverage. Those who ignore it risk falling behind. The future belongs to AI + humans, not one or the other.
Search is no longer about keywords — it’s about answers.
Prospects now do the majority of their decision-making before ever reaching out. If AI tools can’t clearly understand who you serve, what you do, and why you’re credible, you won’t show up when it matters.
Authentic storytelling beats generic content every time.
As AI-generated content floods the market, real voices stand out more than ever. Founder-led stories, lived experience, and human perspective are becoming the ultimate differentiators.
Niching down creates leverage.
Trying to serve everyone leads to sameness. Firms that define a clear niche, identify their white space, and speak directly to a specific audience will grow faster and more efficiently.
Marketing is a long-term trust engine, not a campaign.
Shortcuts, viral hopes, and “spaghetti-on-the-wall” marketing fail without strategy. Sustainable growth comes from systems that compound over time.
💡 What This Means for Financial Services Leaders
For RIAs, wealth managers, fintech founders, and financial services executives, the path forward is clear:
- Build your marketing foundation before chasing tools
- Treat digital presence as a trust signal, not a brochure
- Use AI to enhance clarity, not create noise
- Align marketing, sales, and leadership around one cohesive strategy
🧭 Parting Thought
“The future isn’t AI versus humans. It’s AI plus humans — anchored by clarity, confidence, and trust.”
Joel Crampton — Fractional CMO for RIAs and Wealth Managers
cmoalpha.com
Mandy MacPhee — Fractional CMO for Founder-Led Companies
illuminationcmo.com
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