Why do founder–marketer relationships break down so often — even when everyone has good intentions?

In this episode, I’m joined by Heather Chauvin, leadership coach and longtime founder, to talk honestly about what founders are actually looking for when they hire marketing support — and why marketing can be one of the most emotionally charged hires a business owner makes.

We unpack:

Why many founders develop trust issues with marketing (and how those experiences shape expectations)
The hype problem in marketing — and why results are never guaranteed
What founders really want beyond revenue: to feel seen, heard, and supported
The “secret ROI” conversations most marketers never ask — and why they matter
Why energy management, capacity, and boundaries are part of the job
How strong Fractional CMOs lead as partners, not order-takers or hype machines

If you’re a Fractional CMO or senior marketer, this episode will help you understand what’s really happening underneath founder expectations — and how to lead the relationship with more clarity, confidence, and trust.

Ready to take the next step?

If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO.

🎓 Learn More → http://www.fractional-cmo-school.com/