The Five Cs of Marketing with Grant Johnson from Emburse


Grant Johnson is the Marketing Director of Emburse, an expense management company providing solutions that help organizations manage employee expenses, process invoices and make payments.

In this episode, Grant and I discuss his journey to becoming a CMO at Emburse and his Five C’s philosophy for a CMO’s playbook: Culture, Coaching, Campaigns, Category and Courage.

Grant says that “the only constant in the market is change, and your ability to adapt to it is the key to continued success.” Listen to the full interview to hear Grant’s advice for emerging marketing leaders and how being clear, persuasive, and consistent plays a major role.

In this episode you will learn:

  • The category is not limited to your product
  • The courage of conviction
  • Adapt to change


  • [01:22] Grant is a nationally ranked tennis player
  • [03:00] Grant’s career path
  • [05:34] Come with the five C’s
  • [07:34] Talk about culture
  • [09:19] Where coaching is important
  • [11:05] Coach the coach vs coach the employee
  • [12:15] How Grant thinks about campaigns
  • [14:55] Think about the category
  • [18:12] Have the courage of conviction
  • [19:56] Advice for new CMOs
  • [23:53] An experience that defines Grant, makes him what he is today
  • [25:10] Grant’s advice to his young self
  • [26:48] What marketers should know more about
  • [27:54] The brands and organizations Grant follows
  • [29:06] The biggest threat and opportunity for marketers

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Alan B. Hart is the creator and host of “Marketing Today with Alan Hart”, a weekly podcast where he interviews leading marketing professionals and business leaders. Alan advises executives and marketing teams on brand, customer experience, innovation and growth opportunities. He has consulted with Fortune 100 companies, but is an entrepreneur to his core, having founded or been a leader of nine companies.


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