On episode 341 of PPC Live The Podcast, I speak to Andrea Cruz, Head of B2B at Tinuiti, to unpack a mistake many senior marketers quietly struggle with: freezing when clients demand answers you don’t immediately have. The conversation explored how communication missteps can escalate client tension — and how the right mindset, preparation, and culture can turn those moments into career-defining growth. From hands-on marketer to team leader As Cruz advanced in her career, she shifted from managing campaigns directly to leading teams running large, complex accounts. That transition introduced a new challenge: representing work she didn’t personally execute day to day. When clients pushed back — questioning performance or expectations — Cruz sometimes froze. Saying “I don’t know” or delaying a response could quickly erode trust and escalate frustration. Her key realization: senior leaders are expected to provide perspective in the moment. Even without every detail, they must guide the conversation confidently. How to buy time without losing trust Through mentorship and experience, Cruz developed a practical technique: asking clarifying questions to gain thinking time while deepening understanding. Examples include: Asking clients to clarify expectations or timelines Requesting additional context around their concerns Confirming what the client already knows about the situation These questions serve two purposes: they slow down emotionally charged moments and ensure responses address the real issue, not just the surface complaint. For Cruz, this approach was especially important as a non-native English speaker, giving her space to process complex conversations and respond clearly. A…
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