Not another Marketing podcast... Here's why I created it and why it's different

Look, I get it. There are thousands of marketing podcasts out there. The last thing the world needs is another one telling you which tactics to use or what the algorithm wants this week.

This isn't that.

I've never had a marketing leader I truly looked up to. Thirteen years in marketing, and not one. That gap bugged me for a long time—until I decided to do something about it.

In this trailer, I explain why I spent the best part of a year interviewing 40+ CMOs, VPs, and senior marketers about the values that actually shape how they lead. What emerged was the IIOE framework (Integrity, Impact, Originality, Empowerment) and a whole new way of thinking about marketing leadership.

This podcast isn't about tactics. It's about the stuff nobody talks about. The beliefs that guide how you lead when there's no playbook.

If that sounds like something you've been looking for, hit subscribe.

In this episode:

• Why I created this podcast (and why it's not like the others)
• The question that kicked off my MSc research
• What the IIOE framework is and where it came from
• What you can expect from future episodes

You can read more about the research project and some of my thoughts here: https://medium.com/@eddieguevarra.mktg

What is The Values of a Marketing Leader Podcast?

I've never had a marketing leader I truly looked up to.

Let that sink in.

I spent years climbing the ladder. Learning the tools. Mastering the tactics. But nobody ever taught me the values that make a leader worth following.

So I went looking for answers.

The Values of a Marketing Leader was born from one question I couldn't shake: What does it actually take to become a high-performing marketing leader?

Not the skills. Not the tech stack. The values.

This podcast is based on original research from my MSc dissertation as part of the MSc in Leading Sales Transformation. Through conversations with CMOs, VPs, and senior marketers across the globe, I uncovered four values that matter most: Integrity. Impact. Originality. Empowerment. Together, they form the IIOE framework. A values-driven approach to marketing leadership built from real stories, real struggles, and real breakthroughs.

Each episode, I pull back the curtain on the pivotal moments that shaped how today's best marketing leaders think, decide, and lead. The career-defining failures. The quiet choices that built trust, or broke it. The beliefs they hold when nobody's watching.

I've already spoken to 40+ senior marketing professionals. And I'm just getting started. Every new conversation adds to the research and keeps this framework alive.

If you're tired of leadership advice that sounds good but means nothing, join me.

Subscribe. Reflect. Lead differently.

Speaker 1: 00:00

So here's something I don't think I've ever admitted out loud before. I've never had a marketing leader I truly looked up to. Not one. And look, I worked under plenty of marketing leaders. Some were smart, some were experienced, but none of them ever made me think, yeah, that's the kind of leader I want to be.

Speaker 1: 00:21

And for ages, I thought maybe that it was a me problem. Maybe I was expecting too much. But I think the more that I sat with it, the more I realized something was off. To me, it wasn't about skills. There's no shortage of skilled marketers out there.

Speaker 1: 00:37

It felt like there was something deeper, something that nobody was talking about. Values. I'm Eddie Guevara, and this is the Values of a Marketing Leader podcast. Right. So a bit of context.

Speaker 1: 00:49

I've just finished my master's in leading sales transformation with Consalio. And for my dissertation, I became a bit obsessed with one question. What does it actually take to become a high performing marketing leader? Not the stuff that you'd find in a job description. No.

Speaker 1: 01:04

No. No. Not must be proficient in HubSpot or whatever. I'm talking about the values, the beliefs that shape how you show up, how you make decisions when things get messy, how you lead when nobody's watching. And so I started to have conversations, lots of them.

Speaker 1: 01:23

CMOs, VPs of marketing, head of brands, people leading marketing at companies you definitely recognize. Tech, health care, advertising, b to b, b to c, the lot. And I asked them about the moments that really shaped them, the failures they learned the most from, the values they keep coming back to when the pressure's on. And after 40 something conversations, something interesting happened. Patterns started showing up, and four values kept coming through again and again.

Speaker 1: 01:52

Impact. Actually moving the needle and not just staying busy. Originality. Having the guts to do something different. Empowerment.

Speaker 1: 02:01

Building people so that they can lead too. And at the center of all this, integrity. Doing what's right even when it's uncomfortable. So I call this the IIOE framework. And honestly, it's changed how I think about my own leadership.

Speaker 1: 02:17

So that's what this podcast is all about. Each episode, I sit down with a marketing leader, and we have a proper conversation. Not the polished LinkedIn friendly stuff. Real talk. The career moments they don't usually share and the values that actually guide them.

Speaker 1: 02:34

The kind of conversations that I wish I had access to ten years ago. And look, I'm not done with the research either. Every new conversation adds to it. Every episode keeps the framework evolving. And don't get me wrong.

Speaker 1: 02:49

I don't have all the answers. I'm figuring this out as I go. Same as everyone else. But I reckon I'm asking the right questions now. So if you've ever felt like there should be more to marketing leadership than hitting targets and sitting in endless planning meetings.

Speaker 1: 03:04

If you've ever wondered what kind of leader you actually want to become, yeah, this one's for you. So hit subscribe, and new episodes will drop frequently. Now let's get into it.