In this episode, Adam Helweh is joined by a fractional CMO and marketing leader William Collins for a conversation that goes beyond the usual playbook. They unpack the hidden layers of modern marketing leadership, the often-overlooked traps of quick wins, and why the best CMOs are doing something most aren’t talking about.

From client psychology to cross-industry insight, William reveals how top marketers are staying sharp in a time of constant change—without losing their edge or their humanity.

This episode is for B2B leaders who:

✅ Feel the pressure to move faster, but don’t want to sacrifice long-term vision

✅ Wonder how to earn—and keep—a seat at the leadership table

✅ Are curious about how fractional CMOs really operate across multiple organizations

✅ Are rethinking how AI fits into the strategic mix (and what it can never replace)

There’s a lot more going on behind the scenes of great marketing leadership than most realize. This conversation pulls back the curtain.

Listen in and find out what might be missing from your current B2B marketing approach.

00:39 Introduction and Guest Overview

01:06 Meet Will Collins: A Seasoned Fractional CMO

02:09 The Realities of Fractional Leadership

03:48 Will's Journey into Marketing

07:03 Guiding Principles in Marketing

10:32 Challenges and Lessons in Leadership

14:20 Differences Between Fractional and Full-Time CMO Roles

20:03 Balancing Quick Wins and Sustainable Growth

23:13 The Challenge of Quick Wins in Marketing

24:08 Building Trust and Confidence with Leadership

24:56 Avoiding Random Acts of Marketing

27:34 Handling Client Expectations

28:20 Surprising Outcomes in Marketing Strategies

29:39 Validating Client Understanding and Needs

31:52 The Role of AI in Marketing

38:27 Looking Ahead to 2025

40:19 The Importance of Client Feedback and Strategic Thinking

42:35 Final Thoughts and Reflections

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Learn more about my digital marketing agency, Secret Sushi:

• https://secretsushi.com/