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