Marketing isn’t just about selling a product, it’s about understanding and shaping the mindset of those you serve. In this episode, Lisa Sharapata, CMO at Arbinger, shares her career journey, explores the B2B2C model, explains how Arbinger is reshaping marketing, and discusses performance management, success strategies, and the inward versus outward mindset.

In this episode, Lisa Sharapata discusses how she defines go-to-market as a holistic approach that includes product, pricing, packaging, positioning, brand, marketing strategy, channels, customer expansion, and lifetime value. She shares her path from graphic design to CMO, explains Arbinger’s focus on mindset, leadership development, performance management, and inclusion, and reflects on GTM wins, failures, category creation, data-driven marketing, mentors, and advice for her younger self.

Marketing Strategy

The Holistic Approach To Marketing: How Arbinger Is Changing Approaches To Marketing With Lisa Sharapata

Arbinger Institute CMO Lisa Sharapata on holistic marketing, understanding and shaping mindset, and changing approaches to marketing in the B2B space.

Key Takeaways

Marketing Is About Mindset, Not Just Product: Lisa's central reframe: great marketing shapes how people think and feel, not just what they buy. The Arbinger Institute's marketing philosophy reflects its broader work on inward vs. outward mindset.
Holistic Marketing Connects Every Touchpoint: Lisa's approach refuses to silo marketing into channels. Every brand touch—from ad to onboarding email to support ticket—is part of the same mindset-shaping work.
Understand Who You Serve: Lisa argues most marketing fails at the first step: marketers don't actually understand the humans they're addressing. Her playbook starts with deep listening before any production work.
Marketing Shapes B2B Mindset: B2B buyers often arrive with assumptions about what a category can do. Lisa's work at Arbinger treats marketing as the function that can productively reshape those assumptions.
Arbinger's Outward Mindset in Marketing: The Arbinger Institute's outward-mindset framework applies to marketing teams themselves—not just their content. Lisa walks through how that shifts internal culture.
Holistic Doesn't Mean Vague: Lisa pushes back on the idea that holistic marketing means soft metrics. Her marketing org runs hard numbers; the holistic framing is what gives those numbers meaning.
CMOs Must Change Marketing Itself: Lisa argues good CMOs change the marketing function, not just execute on it. Arbinger's marketing org looks different because Lisa designed it to look different.

Guest

Lisa Sharapata, Chief Marketing Officer
The Arbinger Institute

Connect on Linkedin

Key Topics

Holistic Marketing, Mindset Marketing, The Arbinger Institute, CMO Leadership, B2B Marketing Change, Marketing Philosophy, Customer Mindset, Marketing Innovation

Marketing isn’t just about selling a product, it’s about understanding and shaping the mindset of those you serve. Whether they are consumers, retailers, or both. In this episode,Lisa Sharapata, the CMO atArbinger, shares her incredible career journey from creative design to marketing. She dives into the unique challenges and opportunities of the B2B2C model and how Arbinger is reshaping marketing. Lisa also discusses the importance of performance management and shares other strategies for success that have helped her rise to the top. She also introduces the concept of the inward versus outward mindset and explains how it can transform both individuals and organizations.

If you are looking to gain insights from an accomplished marketer with a unique perspective, then tune in now. In this episode, I have the pleasure of hosting Lisa Sharapata, who is the CMO at theArbinger. Lisa and I have been crossing paths and spoken on and off over the last few months. I won’t get too much into the details and spoil the fun here for all of you readers. Welcome to the show, Lisa. I’m super excited to have you on the show.

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