Episode #234:Joni Helminen, Chief Marketing Officer at Barona, explores how CMOs can orchestrate growth by mastering the constant balancing act between short-term results and long-term brand building. Speaking from his experience leading marketing for one of Finland’s largest staffing and recruitment companies, Joni explains why alignment, trust, and creative courage are the cornerstones of sustainable success. “We need to align only on what’s important at any given time, talking to stakeholders internally and figuring out the current balance in business, and then we adjust and support.” – Joni HelminenIn this episode, Joni highlights how internal misalignment weakens business impact, how CMOs can earn credibility by speaking the language of sales and finance, and why balance across B2B and B2C efforts drives measurable results. Through practical insights and a data-driven perspective, Joni shows how alignment transforms marketing from a cost center into a growth engine.Follow Joni Helminen on LinkedInFollow Steve MacDonald on LinkedIn

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