Launching a podcast isn’t just a marketing move… It’s a company-wide initiative. When done right, it can fuel sales conversations, boost brand awareness and credibility, and even strengthen internal culture.
However, before you begin the project, you’ll need a key component: an internal champion. Someone who can rally support across departments, align goals, and keep the vision for the podcast alive.
How a Podcast Impacts Every Department
- Marketing: It’s becoming increasingly popular to implement podcasts into a marketing strategy, with HubSpot stating 91% of marketers planned to implement podcast investments at the beginning of 2025. Podcasts are a goldmine of repurposable content. Each episode presents an opportunity to create authentic, brand-building content. From social clips to blog posts to webinar topics, the content within a single episode can stretch across multiple fronts.
- Sales: The podcast is a relationship builder. It gives your reps a reason to reach out in a way that doesn’t come off as sales-y. It serves as a door opener for future touchpoints with prospective clients and works as a way to bring ICP-fit individuals into your sales funnel in a way that works. According to Edison Research, 46% of podcast listeners have purchased a product or service after hearing about it on a podcast.
- Finance: Focused on the bottom line, finance leaders look for smart investments that scale. A podcast contributes to measurable metrics that finance will want to keep track of to ensure it’s a worthwhile investment. In HubSpot’s 2025 State of Marketing report, 13% of marketers were reporting high ROI from podcasts, and 21% reported high ROI from short-form video (ie, clips that are pulled from long-form content). Framed this way, the podcast isn’t a cost center, but a long-term asset that returns value.
- CEO/Executive leadership: As the head of the company, a podcast acts as the stage for the CEO. As Semrush stated, CEOs are creating thought leadership content in over 50% of companies. It can position them as an industry thought leader and actively ties to the company’s success. It’s an execution of thought leadership to drive pipeline growth.
The Best Ways to Present it to Each Department (In Their Language)
- Marketing: “This is the most efficient way to create consistent, authentic, and repurposable content that will drive and nurture leads.”
- Keywords: brand consistency, repurposed content
- Sales: “The podcast will open doors and help us close deals faster.”
- Keywords: relationship-building, pipeline growth
- Finance: “This is a long-term asset that will reduce marketing spend and increase revenue.”
- Keywords: long-term ROI, reduced spend
- CEO/Executive leadership: “The podcast will amplify your personal voice and be directly tied to measurable business impacts.”
- Keywords: visibility, reputation, thought leadership to drive pipeline
How to Identify Your Internal Champion
So who should be your internal champion?
The ideal person:
- Believes in the power of storytelling and brand building
- Has influence across departments
- Understands both creative and business outcomes
- Is an advocate for long-term strategies
Your champion doesn’t have to be the host, but they do need to own the mission. They keep the momentum going and ensure company-wide support. They bridge the leadership’s vision and the execution team’s tactics. They have to know that the podcast isn’t just noise, it’s about channelling thought leadership into pipeline growth.
So, before you present the podcast pitch to your company, find that person and empower them.