Marcus Webb's podcast had twelve regular listeners when he first reached out — mostly friends and former colleagues. He'd built it as a passion project, but as CEO of a growing consultancy, he needed it to actually contribute to the business.

We didn't fix this by chasing bigger names or louder marketing. We fixed it by narrowing the show's focus entirely around one recurring guest type: finance leaders navigating a specific transition point, moving from founder-led finance to a structured finance function. Renata Alves, a fractional CFO working almost exclusively with that exact profile, became one of the show's anchor guests.

The conversation with Renata wasn't built around generic advice — it was structured around the three mistakes she sees repeatedly in that transition, giving listeners something specific enough to want to talk about afterward. That specificity is what changed the show's trajectory. Listeners started reaching out asking to be introduced to Renata, and by extension, to Marcus.

Within one quarter, the show had generated forty warm leads directly traceable to episode conversations — a number Marcus tracks now as closely as his sales pipeline, because functionally, it's become part of it.