Tessa Barron

Tessa Barron, Chief Marketing Officer at Lumivero, argues that the key to great marketing isn’t technical mastery of channels or tools, it’s business acumen. In this episode of the Executive Guidance podcast, she shares why CMOs must deeply understand how their organizations create value, where growth comes from, and how customer behavior is evolving. With this foundation, marketing can move from a reactive service function to a proactive force that shapes business strategy.

The term ‘do more with less’ can be enough to make marketers wince. While budgets and resources tighten but pipeline targets grow, it can feel contradictory to achieving marketing goals. But what if the solution isn’t to “do more” but to fundamentally change how we think about data and marketing’s role in driving pipeline?

The debate around digital fatigue really comes down to an age-old dilemma of nature vs nurture. Are audiences naturally turning away from digital channels or, are they being conditioned to tune out because of bad digital experiences? Unfortunately, marketing tactics have not evolved with the digital age and those outdated tactics may be driving audiences away from digital.