Welcome to CMOs Without Borders — the podcast where two seasoned marketing leaders with decades of experience from opposite sides of the border cut through the noise and get real about what actually drives growth in financial services.
CMOs Without Borders
Hosted by fractional CMOs Joel Crampton, founder of CMO/Alpha (U.S.), and Mandy MacPhee, founder of illumination (Canada), this show explores the strategic marketing moves that help RIAs, fintechs, and financial brands thrive — regardless of size, structure, or postal code.
But we’re united by one mission: helping you build a smarter, more strategic marketing function that actually drives results — not just more activity.
Each episode delivers candid conversations, real-world examples, and field-tested insights to help you:
- Align your marketing with business goals
- Outperform the competition without wasting time or budget
- Gain the clarity and confidence to lead — or delegate — marketing that works
If you’re a financial advisor, fintech founder, or marketing leader in the financial space, this is your “no-fluff, behind-the-scenes look” at what works — and what doesn’t.
Welcome to CMOs Without Borders — the podcast where two seasoned marketing leaders with decades of experience from opposite sides of the border cut through the noise and get real about what actually drives growth in financial services.
Hosted by fractional CMOs Joel Crampton, founder of CMO/Alpha (U.S.), and Mandy MacPhee, founder of illumination (Canada), this show explores the strategic marketing moves that help RIAs, fintechs, credit unions, and financial brands thrive — regardless of size, structure, or postal code.
We bring different lenses to the mic: U.S. vs. Canada, Fintech vs. Institutional, Independent firms vs. Enterprise marketing
But we’re united by one mission: helping you build a smarter, more strategic marketing function that actually drives results — not just more activity.
Each episode delivers candid conversations, real-world examples, and field-tested insights to help you:
– Align your marketing with business goals
– Outperform the competition without wasting time or budget
– Gain the clarity and confidence to lead — or delegate — marketing that works
If you’re a financial advisor, fintech founder, credit union exec, or marketing leader in the financial space, this is your “no-fluff, behind-the-scenes look” at what works — and what doesn’t.
What can a financial advisor become known for by answering one question really well? For Ann Garcia, CFP®, that question was “How are we going to pay for college?”
What started as a New Year’s resolution to blog about college costs led to a book deal, speaking opportunities, and a specialty that helps her connect with multiple generations of clients.
On CMOs Without Borders, Joel Crampton sits down with Ann, a financial advisor at The Mather Group and author of How to Pay for College. They get into how financial advisors can build a niche through content marketing, why client referrals still bring in most of Ann’s new business, and what made her trade the responsibilities of running an RIA for more time with clients.
Ann also shares how she helps families compare college costs and think about what a degree is worth in the age of AI.
Key Takeaways
A question clients already ask can become your niche.
For many parents, the first tuition bill feels a lot closer than retirement. Ann explains how writing about that immediate concern gave families a reason to find her and gave her years of material to draw on when she wrote How to Pay for College.
A book can get your name out. Client relationships keep referrals coming.
Ann shares how Carl Richards helped connect her with a publisher and how the book fits into her speaking and media work. When Joel asks where most of her new clients come from today, her answer is existing clients who tell their friends about her.
A 529 conversation can introduce you to the next generation.
When grandparents want to help pay for college, Ann has a reason to bring their adult children into the conversation. The family gets to talk through who wants to contribute and how, and the advisor gets to know people they might otherwise meet years later.
Growing an RIA forces a decision about the work you want to do.
As Ann’s practice grew, so did the prospect of hiring and managing a larger team. She explains why joining The Mather Group gave her the support to keep taking on clients and spend more of her time advising them.
Ask what a degree is worth at the price you’ll actually pay.
Ann makes the case for weighing academic fit, social fit, and cost before getting attached to the name on the diploma. She also explains why saving gives families more choices and where she sees value in a college education as AI changes entry-level work.
For Founders, RIAs, and Growth-Focused Firms
Start with the question clients ask when the stakes feel real. Answer it in enough depth that people can share your work with someone facing the same decision. That gives your content marketing a specific audience and your clients a concrete way to explain why they’d refer you.
Connect with Ann
Ann Garcia, CFP® — Financial Advisor at The Mather Group and author of How to Pay for College
How to Pay for College on Substack
Connect with the Host
Joel Crampton — Fractional CMO for RIAs and Wealth Managers
Joel Crampton, MBA
Founder | Fractional Marketing Leader
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