“If you start with budget before strategy, you’re setting yourself up for failure. First, get alignment on what good marketing looks like—then the budget conversation becomes a formality.”
Hannah Garner, CRO at Arctic Shores
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In this episode of Executive Conversations, Maeva Cifuentes speaks with Hannah Garner, CRO at Arctic Shores, about the real work behind getting leadership on board with a marketing strategy. Hannah explains why starting with budget is a losing game—executives need to agree on what “good” marketing looks like before numbers even enter the conversation. She shares how GTM leaders can sell their vision when they don’t have the data, using industry benchmarks and market shifts to make a compelling case.
They also discuss the key differences between working with founder-led CEOs versus second-generation leaders and how that impacts decision-making. Hannah breaks down why marketers should steer clear of unproductive budget debates (like whether to spend $5K or $7K on SEO) and instead frame spending around high-level business needs.
She also dives into one of the most critical relationships in any GTM leader’s career—working with the CFO. From understanding efficiency metrics like CAC and LTV to adapting when leadership changes, this conversation is packed with insights on how to navigate the internal politics of marketing. Finally, she makes the case for treating GTM strategy as a sales process—because convincing leadership to back your plan is just as much about storytelling and persuasion as any customer-facing pitch.
In this episode, we talk about:
- executive buy-in
- GTM strategy
- marketing budget approval
- CFO alignment
- internal marketing
Takeaways
- Importance of securing buy-in before budget discussions: Hannah explains why aligning leadership on strategy first makes budget approvals easier and more effective.
- Navigating budget conversations: How to avoid unproductive debates about marketing spend by shifting the focus to strategic priorities and business impact.
- Building trust with the CFO: The key financial metrics CFOs care about and how marketing leaders can position their budgets in a way that resonates.
- Getting buy-in without solid data: Strategies for making a compelling case when historical marketing data is incomplete or nonexistent.
- Aligning GTM strategy with business goals: How to connect marketing initiatives with revenue targets and market dynamics to drive sustainable growth.
Time Chapters
[00:07] Setting the stage: navigating executive conversations in marketing
[01:36] Lessons from working with founder vs. second-generation ceos
[04:48] Why strategy must come before budget in early-stage companies
[07:27] Structuring your marketing plan when you don’t have the data
[09:38] Aligning your marketing budget with company growth goals
[13:33] Crafting a strategic narrative that executives will rally behind
[17:26] Estimating your market reach and impact without historical data
[21:32] Adapting to leadership changes and shifting decision-making styles
[23:08] Making cfo conversations easier by speaking their language
[25:02] Key financial metrics every marketing leader should know
About Hannah Garner
Hannah Garner is the Chief Revenue Officer (CRO) at Arctic Shores. With over 15 years in the SaaS industry, Hannah has extensive experience in go-to-market strategies, marketing leadership, and aligning marketing initiatives with company-wide goals. She is known for her ability to navigate executive conversations, secure buy-in for long-term GTM motions, and present budgets aligned with targets.