How to build a brand in a performance-obsessed world, with fractional CMO Alun Davies | 001 

Fractional CMO Alun Davies shares insights from his decades as a marketing leader, focusing on the challenges CMOs face in balancing short-term performance pressure with long-term brand building. He reveals why most companies misunderstand their ICP, explains the 95 percent problem in B2B buying behaviour, and offers practical advice for building brand awareness on startup budgets. Guest: Alun Davies is a fractional CMO and growth specialist working primarily with high-growth B2B tech and SaaS companies. With over 25 years of marketing leadership experience, he’s built go-to-market strategies for VC and PE-backed businesses, helped found a business development consultancy, and served as Global Marketing Director at Search Laboratory. He’s been using Google Ads since version 1 in 2001 and currently works with multiple clients while based in Leeds, UK. Connect with Alun Davies on LinkedIn. About Flipping Playbook: Flipping the Playbook is a podcast for CMOs in enterprise businesses, featuring conversations with marketing leaders who are challenging conventional wisdom and building scalable growth strategies. Hosted by: Reza Moaiandin, Co-founder of SALT.agency. Leave Feedback: [email protected]