Who typically pays for CMO coaching?

In most of my engagements, coaching is funded by the company. That's because executive coaching isn't a perk. It's a strategic investment in leadership performance.

Companies know that their marketing leaders are carrying heavy responsibility. Supporting their growth, resilience, and leadership capability is simply smart business.

While some leaders choose to fund their own coaching, I believe it's important that the business invests too. It signals commitment, ensures alignment with company goals, and creates shared accountability for success.

When the company funds coaching, it also enables us to include key stakeholders, like the CEO or HR Director, in goal setting and outcome reviews, without compromising confidentiality.

If you're in HR and have been asked to source a coach for a senior marketing leader, I've made that easy: book a conversation directly and I'll help you assess the fit honestly.

Every coaching engagement includes clear goals and measurable outcomes, so the company can see the return on its investment. This includes before-and-after 360° reviews and visible shifts in leadership behaviour, performance, and team impact.

The ROI is not just in metrics. It's in momentum, clarity, and capacity at the top.