Why GTM Leaders Should Sell the Strategy Before the Budget with Hannah Garner @ Arctic Shores.
In this episode of Executive Conversations, Maeva Cifuentes speaks with Hannah Garner, CRO at Arctic Shores, about the real work behind getting leadership on
CRO, Arctic Shores
Maeva CifuentesHost, Founder and CEO of Flying Cat
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.
“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
What leaders can take from Hannah
- 1Importance of securing buy-in before budget discussionsHannah explains why aligning leadership on strategy first makes budget approvals easier and more effective.
- 2Navigating budget conversationsHow to avoid unproductive debates about marketing spend by shifting the focus to strategic priorities and business impact.
- 3Building trust with the CFOThe key financial metrics CFOs care about and how marketing leaders can position their budgets in a way that resonates.
- 4Getting buy-in without solid dataStrategies for making a compelling case when historical marketing data is incomplete or nonexistent.
- 5Aligning GTM strategy with business goalsHow to connect marketing initiatives with revenue targets and market dynamics to drive sustainable growth.
